Unlock the Potential of AWS ACE Co-selling with HubSpot

Introduction

AWS ACE co-selling with HubSpot has emerged as a top priority for ISVs worldwide, offering unparalleled opportunities to connect with new customers and leverage the expertise of AWS field sellers. Selling with AWS ACE helps ISVs gain deeper insights into customer needs and expectations, driving better outcomes. However, a common hurdle for many sellers is the inefficiency of switching between AWS Partner Central and CRMs like HubSpot. This friction has often hindered the widespread adoption of AWS ACE co-selling by sellers.The good news? ISVs can now integrate HubSpot with AWS Partner Central to enable seamless data flow—eliminating manual intervention, reducing duplication, and removing the need for disruptive context switching. Moreover, there are multiple integration approaches available to suit different needs. In this article, we explore the various ways ISVs can enhance their AWS ACE co-selling efforts with HubSpot and share best practices to maximize their success.

Why Integrate HubSpot with AWS ACE?

For ISVs, integrating HubSpot with AWS Partner Central for AWS ACE is no longer optional—it’s a necessity to overcome the challenges of co-selling effectively. Without this integration, ISVs often encounter significant bottlenecks that hinder their ability to fully leverage co-selling benefits. Key pain points that this integration could help address include:

Loss of productivity due to context switching

Context switching is a well-documented productivity killer. Studies reveal:

• 45% of people report being less productive due to frequent context switching.
• On average, switching between tasks costs over two seconds per switch, which accumulates to five working weeks annually—a staggering 9% of total work time.
• After switching between apps, it takes an average of 9.5 minutes to regain focus and resume productive work.

These numbers highlight the inefficiency caused when ISVs toggle between HubSpot and AWS Partner Central to create or accept co-selling opportunities or update deal statuses. The constant back-and-forth not only drains productivity but also leads to work fatigue, underscoring the need for integration to streamline processes and eliminate redundant toggling.

Investments for increased upskilling and additional overheads

Beyond productivity loss, co-selling with AWS ACE demands a deep understanding of the AWS Partner Central portal—a platform that requires significant time to master. ISVs typically face two costly options:

• Upskilling existing sellers: This requires additional training investments, disrupts workflows, and often meets resistance from sales teams due to the added workload.
• Hiring new team members: Onboarding staff to handle AWS Partner Central management adds overhead costs, which is especially burdensome in today’s volatile economic climate.

By integrating HubSpot with AWS Partner Central, ISVs can bypass these challenges entirely. Automation removes the need for manual updates, eliminates steep learning curves, and reduces reliance on additional resources—all while enhancing the employee experience and improving bottom-line efficiency.

Missed opportunities due to delayed data sync

Co-selling opportunities require swift action, but without integration, ISVs rely on manual processes to create, accept, and update these opportunities. This introduces delays that can negatively affect customer perception and sales outcomes.

• Even a one-day delay in accepting a co-selling opportunity can be interpreted as neglect, causing potential customers or AWS field sellers to lose interest.
• These delays disrupt the momentum of sales discussions, increasing the likelihood of prospects moving to competitors who respond more quickly.

Timely data synchronization through integration eliminates these risks. By ensuring real-time updates between HubSpot and AWS ACE, ISVs can maintain customer trust, strengthen relationships with AWS field sellers, and avoid missing revenue-generating opportunities.

Longer sales cycles due to limited communication with AWS teams

Successful co-selling hinges on seamless communication between ISVs and AWS field sellers. Without integration, these interactions are sporadic and inefficient, significantly impacting the sales process.

• Limited collaboration reduces the number of joint opportunities that can be pursued, weakening the overall co-selling strategy.
• The absence of real-time updates elongates sales cycles, as delays in communication lead to slower decision-making and execution.

Integration bridges this gap by enabling smooth, synchronized communication. It empowers ISVs and AWS teams to collaborate effectively, ensuring faster deal closures and more fruitful co-selling partnerships.

Limited visibility across teams for co-selling

Fragmented access to critical data is a common issue when HubSpot and AWS ACE are not integrated. In most organizations, AWS Partner Central access is limited to sales teams, leaving other departments dependent on indirect updates. These leads to a situation where:

• Marketing teams are unable to launch timely, personalized campaigns due to delays in accessing deal information.
• Operations teams face difficulties in planning workflows without real-time visibility into deal statuses.
• Finance teams encounter obstacles in preparing invoices or tracking revenue without synchronized data updates.

An integrated system ensures that all teams, from marketing to finance, have real-time visibility into co-selling opportunities. This unified access accelerates actions across departments, improves cross-team collaboration, and ensures organizational alignment in co-selling efforts.

Inaccurate co-selling opportunities due to manual data entry errors

Manual data entry across HubSpot and AWS ACE is prone to errors that can derail co-selling efforts. These inaccuracies not only jeopardize individual deals but also harm customer relationships and organizational credibility.

• Discrepancies in deal details, such as pricing or customer information, can lead to confusion, mistrust, and failed negotiations.
• Such errors can cause direct revenue loss while requiring additional effort to rectify, further impacting productivity.

Integration eliminates these risks by automating data synchronization, ensuring accuracy and consistency across platforms. This safeguards the integrity of co-selling operations and builds trust with customers and AWS field sellers alike.

Ways to Unlock the Potential of AWS ACE Co-selling with HubSpot

Integrating AWS ACE co-selling with HubSpot can be a game-changer for ISVs, enabling them to streamline workflows and enhance sales efficiency. However, the approach to integration significantly impacts the resources required and the overall business outcomes. Here are the primary methods ISVs can use to unlock this potential:

Native integration between AWS ACE and HubSpot with custom coding

ISVs can choose to build their own custom integration between AWS ACE and HubSpot. This approach offers flexibility and can solve the challenge of manual context switching by directly linking the two platforms. However, it comes with several challenges:

• Resource-Intensive: Building custom integrations demands a substantial investment in engineering bandwidth and expertise.
• Costly and Operationally Demanding: The time and effort required to develop and maintain integrations can divert critical resources from core product development.
• Workflow Disruption: Developers often find their focus shifted from innovating on product features to addressing integration complexities, slowing down the overall product lifecycle.

While custom coding can be a viable solution, its drawbacks make it less attractive for ISVs looking to scale efficiently.

AWS Partner Central API

The AWS Partner Central API offers a more advanced approach to integration by automating the creation and management of ACE opportunities directly within CRM systems like HubSpot. This is a significant improvement over the older Amazon S3-based integration methods. Key benefits and challenges include:

• Automation Capabilities: The API streamlines processes such as creating opportunities, accepting referrals, and viewing opportunity details, reducing manual effort.
• Comprehensive Resources: AWS provides detailed use cases and code samples to guide ISVs through the integration process.
• Engineering Complexity: Despite its advantages, the API still requires considerable custom coding and integration expertise. Each step in the workflow demands meticulous development, making this approach heavily dependent on engineering bandwidth.

For ISVs with robust technical teams, the AWS Partner Central API is a powerful tool. However, its engineering-heavy nature can slow down time-to-market for those with limited resources.

Third-Party HubSpot Connector for AWS ACE (e.g. SaaSify)

Platforms like SaaSify offer a powerful solution to the challenges posed by custom coding and API integration to unlock AWS ACE co-selling with HubSpot. SaaSify’s HubSpot Connector for AWS ACE is a no-code solution that eliminates the complexities of API development.

• Ease of Use: The no-code connector enables ISVs to integrate AWS ACE with HubSpot effortlessly (leveraging with AWS Partner Central API), bypassing the need for custom coding or API development tools like Postman.
• Resource Optimization: By automating the integration process, ISVs can redirect their engineering resources toward enhancing product functionality and innovation.
• Faster Time-to-Market: The ready-to-use connector accelerates the integration process, allowing ISVs to start leveraging the benefits of AWS ACE co-selling immediately.

This solution addresses the core concerns of cost, complexity, and operational inefficiency, making it an ideal choice for ISVs looking to streamline their AWS co-selling workflows without straining their resources.

SaaSify HubSpot Connector to Automate AWS ACE Co-selling with HubSpot

SaaSify’s pre-built connector enables ISVs to streamline AWS ACE co-selling with HubSpot with several powerful features, including:

No-code solution to automate opportunity sharing

Simplify co-selling opportunity (inbound and outbound) management and eliminate complex coding requirements with a user-friendly, no-code solution:

• Effortless Opportunity Management: Create outbound opportunities and receive inbound leads directly within HubSpot, streamlining the flow of opportunities into AWS ACE.
• Custom Field Mapping Made Easy: Easily map fields between HubSpot and AWS ACE, ensuring all required information is accurately transferred and aligned.
• Simplified Approval Workflows: Incorporate approval steps directly within HubSpot, enabling smooth transitions from opportunities to ACE co-sell deals without manual intervention.

Bi-directional sync to track progress

Track and manage every co-sell opportunity and lead within HubSpot with unparalleled visibility:

• Live Updates Across Systems: HubSpot and AWS ACE remain fully synchronized with near-real-time data, providing instant access to the status of each opportunity.
• Comprehensive Data Accuracy: Ensure all co-sell data is consistently updated in both HubSpot and AWS ACE, reducing errors and enhancing collaboration between teams.

Partial and full automation

Semi-Automated ApproachIdeal for ISVs who prefer more control or have complex HubSpot configurations:

• Custom Field Mapping: Partners can manually map specific fields between HubSpot and AWS ACE, enabling flexibility for unique workflows. Once mapped, the system auto-populates fields during co-sell creation, reducing repetitive tasks.
• Automatic Synchronization: Updates made to HubSpot Opportunities are automatically reflected in AWS ACE co-sell data, saving time and minimizing manual effort.

Fully Automated ApproachDesigned for businesses managing a high volume of co-sell opportunities with HubSpot, this option maximizes efficiency:

• Complete Lifecycle Automation: Automate every step of the co-sell lifecycle, from drafting opportunities in HubSpot to submitting and updating them in AWS ACE.
• Scheduled Synchronization: Regular sync schedules ensure that ACE deals always reflect the latest HubSpot data, reducing lag and maintaining accuracy.

Adaptation to custom HubSpot processes

Adapt the connector to align seamlessly with your unique HubSpot processes and requirements:

• Enhanced Field Mapping: Go beyond standard ACE values to map custom HubSpot fields, enabling granular data control.
• One-Click Opportunity Creation: Convert any HubSpot Opportunity into an ACE co-sell opportunity with just a click, simplifying workflow execution.
• Effortless Lead Linking: Link ACE-originated leads directly to relevant HubSpot opportunities, ensuring all leads are utilized effectively.
• Custom Dashboards for Business Insights: Build personalized dashboards within HubSpot to track critical metrics such as referral types, co-sell pipeline health, AWS leaderboard rankings, and more.

Real-time notifications and forecast reports

Stay informed and proactively manage co-sell activities with instant updates and predictive insights without leaving HubSpot:

• Instant Alerts Across Platforms: Receive real-time notifications about opportunity status, required actions, and updates via HubSpot, Slack, email, or other communication tools.
• Detailed Forecast Reporting: Access projections for payouts, revenue recognition, and co-sell success rates directly in HubSpot, helping teams make data-driven decisions with confidence.

Unified reporting and insights

Bring all your AWS ACE co-sell data under one roof with unified dashboards and reporting capabilities in HubSpot:

• Centralized Visibility: View the status of every opportunity and lead in one place within HubSpot, eliminating the need for multiple tools with visibility for sales, marketing, finance, operations and other teams.
• Strategic Insights for Decision Making: Generate intuitive reports to identify trends, uncover gaps, and highlight wins for regular reviews and long-term strategy planning.

With SaaSify’s HubSpot Connector, ISVs can fully leverage the capabilities of HubSpot to automate, manage, and scale their AWS ACE co-selling efforts. By integrating workflows, improving visibility, and enabling real-time collaboration, this solution transforms co-selling into a streamlined, high-impact process.Discover how SaaSify’s HubSpot Connector can revolutionize your AWS ACE co-selling journey. Experience seamless automation, real-time synchronization, and data-driven insights—all tailored to boost your efficiency and success.Ready to take the next step? Book a demo today and see the difference for yourself!