How ISVs Can Achieve Cloud Success with AWS Programs

Cloud marketplaces have revolutionized how businesses procure and sell software, streamlining purchasing processes and providing access to vast customer bases. However, achieving success in these marketplaces involves more than just getting listed. ISVs need a comprehensive strategy that leverages AWS’s powerful programs for Product-Led Growth (PLG) and co-selling.

Addressing Buyer Challenges in the AWS Marketplace

When selecting software, buyers often face challenges like lengthy evaluations, compliance requirements, and budget constraints. This decision-making process can span months, requiring risk assessments, compliance checks, and approvals. By leveraging AWS Marketplace, sellers can help overcome these challenges and enhance the buyer experience through:

• Broad Reach and Trust: Expose your products to over 330,000 active AWS users, showcasing security and certification standards.
• Procurement Efficiency: Speed up compliance processes by 40%, making it easier for buyers to meet regulatory standards.
• Reduced Manual Configuration: Simplify the setup process, reducing the time and complexity for buyers.
• Spend Optimization: Allow buyers to apply purchases toward budget commitments, helping them manage cloud spend more effectively.

Activate PLG with the AWS Seller Program

PLG is central to solving these buyer challenges and optimizing marketplace success. PLG has reshaped the software landscape by supporting self-service models that engage users and offer a seamless purchasing experience. Through the AWS Seller Program, ISVs can scale their marketplace presence, engage users, and foster self-service purchasing.

The AWS Seller Program equips ISVs with:

• GTM Guidance: Access to self-service marketing templates for streamlined campaigns.

• Pay/Go Enablement: Receive technical support and a $10K credit incentive for new listings, driving Pay-as-you-go offerings.

• Marketing Development Funds (MDF): Up to $40K to support ISV-led campaigns designed to engage AWS users.

• Targeted Customer Outreach: AWS supports ISVs with specialist sessions to tailor approaches for the AWS audience.

For instance, the program provides incentives and marketing support for Pay-as-you-go products with free trials, enabling ISVs to convert trial users into long-term customers. Download the AWS Seller Program Guide and Activation materials to launch your PLG strategy and capture AWS users with self-service offerings.

Leveraging APN Programs to Fuel Co-Sell Success

Co-selling, where AWS and ISV partners work together to pursue customer opportunities, creates a powerful sales flywheel. By working closely with AWS sales teams, managing pipelines, and sharing customer success stories, ISVs can gain visibility and build trust with AWS. Key benefits of APN Co-Sell Programs include:

• Deal Acceleration: AWS can introduce you to IT and procurement stakeholders, aligning strategies to expedite deal closure.
• Account Expansion: Gain strategic insights and expand your reach within accounts, with AWS support in new business units and decision-maker engagement.
• Account Intelligence: Access key account insights, giving you the information needed to tailor your approach effectively.
• Proof of Concept (POC) Cost Offset: AWS credits can offset POC or migration costs, reducing barriers for new co-sell scenarios.

Close Deals Faster with the Right Tools

Managing co-sell opportunities across cloud marketplaces can become complex. That’s where Suger’s CRM Connector steps in, automating each phase of opportunity management to keep your CRM and cloud marketplace platforms synchronized.

• Automated Updates: Suger’s connector eliminates manual tracking, ensuring your CRM reflects real-time opportunity changes.
• Full Opportunity Lifecycle Management: Manage every co-sell step, from opportunity creation to final stages, for full operational visibility.
• Real-Time Sync: Instantly sync data across CRM, AWS ACE, and Microsoft Partner Center, keeping all teams aligned.

💡 Experience seamless opportunity management with Suger—easy to start, easy to scale.

What our customers say

"With Suger's expertise and support, we've transformed our relationship with AWS, significantly increasing our marketplace transactions and co-sell pipeline by 50%." — Andrew Dooley, Head of Partnerships at Panther

“We started using Sugar a quarter back and can't say enough positives on how easy they are making co-sell become and even building quotes from the rep level to the clouds with a few clicks without concern of error. Extremely optimistic on the long term gains having Sugar in our matrix will enrich the ability for sales team to adopt co-sell practices of value with clouds.” – Jim Barton, Sr AWS Sales Manager at LogicMonitor

With Suger, we’re committed to making your cloud go-to-market journey as smooth as possible. Download our comprehensive guide on Product-Led Growth to discover how Suger can drive PLG success on AWS Marketplace.