Co-sell sounds simple: work with AWS sellers to close more deals together. In practice, it requires the right motion, the right relationships, and the right opportunity management to make AWS field teams act.
AWS Co-Sell through the ACE (AWS Customer Engagements) program is one of the most powerful pipeline levers available to an ISV — in theory. In practice, most companies submit opportunities into ACE and hear nothing back. AWS account executives receive hundreds of co-sell requests. Without the right context, positioning, and relationship foundation, your submissions get deprioritized or ignored entirely.
The companies that get consistent co-sell engagement from AWS aren't the ones with the biggest marketing budgets — they're the ones who understand what AWS sellers actually need to bring a partner product into a customer conversation, and who deliver exactly that.
Active co-sell relationships generate AWS-sourced pipeline — opportunities that wouldn't have found you through your own outbound or inbound channels.
Deals where AWS is actively engaged close at significantly higher rates. AWS seller endorsement reduces buyer risk perception and accelerates decisions.
Active ACE usage and co-sell metrics directly affect your ISV Accelerate tier — unlocking co-sell funding, dedicated PDMs, and deal registration benefits.
ACE submissions that lack AWS-relevant context — customer AWS usage, workload fit, why this matters to the AWS account team — get skipped. AWS sellers need to understand what's in it for them before they engage.
Co-sell is a two-way motion. Companies that submit opportunities and wait for AWS to drive them will be disappointed. You need a defined engagement model that makes it easy for AWS sellers to participate.
Cold co-sell submissions to AWS account executives you've never engaged with have very low response rates. Relationship-building precedes opportunity sharing — not the other way around.
Not all co-sell opportunities have equal appeal to AWS. Opportunities involving significant AWS consumption, strategic workloads, or existing AWS relationships get priority. Understanding how to frame opportunities for maximum AWS attention is a skill most ISVs underestimate.
We evaluate your current ACE setup, existing AWS relationships, opportunity pipeline, and co-sell history — identifying specific gaps that are preventing AWS engagement.
We ensure your ACE account is properly configured with the right product associations, territory alignments, and co-sell preferences — the setup details that most companies get wrong.
We develop AWS-seller-facing messaging: why your product matters to AWS customers, how it drives AWS consumption, and why an AWS account executive should bring you into a deal.
We build a playbook for how to submit opportunities in ACE — including the specific fields, context, and AWS-relevant detail that gets submissions noticed and acted on.
We identify the right AWS account teams for your target accounts and develop an engagement strategy for introducing your product and establishing co-sell relationships.
We establish tracking for co-sell KPIs — ACE pipeline, AWS-sourced opportunities, win rates, and ISV Accelerate program metrics — so you can demonstrate co-sell ROI internally.
AWS account teams are responding to your ACE submissions and participating in joint opportunities — not ignoring them.
A growing ACE pipeline with AWS-sourced and AWS-influenced deals that your sales team can track and report on.
Improved co-sell metrics that demonstrate active program participation and support progression to higher ISV Accelerate tiers.
Start with a co-sell readiness assessment to understand what's blocking AWS engagement and how to fix it.