Building a Better Together Story with AWS, Panther's Journey with Suger

“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

Panther, a cloud-native SIEM company, faced challenges in fully aligning with AWS's GTM efforts. By partnering with Suger, Panther strengthened its relationship with the AWS team, built tighter integration with ACE for co-selling, and received deeper support.

Suger, The Perfect Partner and Best Onboarding Experience

Panther initially used a different vendor for AWS Marketplace listing but received no support post-listing. Andrew was searching for a platform that could easily manage co-sell opportunities and private offers. Upon learning that Suger could integrate natively within CRM and partner portals with field mapping, he contacted Suger immediately.

Suger provides professional expertise and an amazing onboarding experience. To better create a bespoke solution, Suger attended Panther's sales kickoff and provided enablement to make sellers more comfortable with the co-sell process, helping them understand what to share, when to share it, and how to make it mutually beneficial for prospects, Panther's sellers, and AWS. Learn more about technical onboarding in our Get Started docs.

Rapid Co-Sell Process Creation: Achieving Faster and Larger Transactions

Before using Suger, Panther manually created many private offers and entitlements. However, as the business grew, the cost of cross-team communication and collaboration was high. 

By integrating Suger's platform and Salesforce, the sales and revops team handled private offers and entitlements seamlessly and visibly, which helped Panther go from sharing less than 20% of deals with AWS for support to 100% in the last quarter. This significant achievement increased their traction with AWS. 👉🏻Why Cloud Marketplace Matters?

Building a Deeper Relationship and Getting More Value with AWS

It’s crucial to treat the co-sell process as both a sales enablement activity and a technical integration. Setting up Salesforce and ACE is just the beginning. Integrating marketplace processes into the sales organization was vital. Throughout this journey, Suger helped Panther achieve consistency over quarters and years. For the first time, Panther started seeing AWS-originated opportunities entering their pipeline. Thanks to the relationship facilitated by Suger, there is now much greater awareness of who Panther is.

If you're looking to streamline your processes, enhance your marketplace presence, and achieve impressive results like Panther, contact us! Let's work together to achieve success!