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