AWS ACE Co-Selling With HubSpot: HubSpot AWS Integration Guide

TL:DR

• HubSpot teams connect to AWS ACE through a third-party connector or a custom build on the AWS Partner Central API.

• Without a sync, every co-sell deal lives in two places. Reps retype data, AWS feedback sits unseen in Partner Central, and AWS referrals expire after 5 business days if nobody accepts them.

• A connected setup syncs the full co-sell loop. That covers opportunities and AWS referrals in both directions, sales stages mapped to ACE’s seven stages, AWS review status, and Action Required feedback.

• A custom integration is possible but takes ongoing engineering work. Your team builds the IAM access, data model, outbound and inbound flows, sync logic, and error handling, then tests in the Sandbox and maintains it as AWS updates Partner Central.

• SaaSify runs AWS co-selling from inside HubSpot without code. Your reps can manage ACE opportunities and referrals, send private offers, and raise funding requests from the same deal record. SaaSify’s AI agents help draft co-sell submissions, check funding requests, and answer pipeline questions.

Once the AWS Partner CRM Connection is live, your HubSpot account and AWS Partner Central work from the same co-sell pipeline. In practice, five kinds of information move between the two systems.

1. Co-sell opportunities

Opportunities flow both ways. The deals you bring to AWS go out from HubSpot, and the deals AWS brings to you come back in. You can also send and receive opportunities from other AWS partners, which matters when more than one partner is working the same customer.

Each opportunity carries the details AWS uses to evaluate it: customer information, the customer’s use case, and revenue estimates, along with the solution you’re selling and, optionally, the AWS products involved.

2. Status updates

Status changes on either side show up on the other. That includes:

• AWS review status. Every opportunity you submit goes through AWS validation. Your team tracks the status inside the HubSpot CRM.

• AWS feedback. When AWS needs changes, it marks the opportunity Action Required and explains what to fix in review comments. Your rep sees the request in HubSpot and can act on it the same day.

• Sales stage. As your deal moves forward, its stage updates in ACE, from Prospect through Committed, Launched, or Closed Lost.

3. AWS engagement on your deals

This is the part teams often overlook. When AWS shares an opportunity with you, it comes with the AWS people attached to the deal: the AWS sales rep, the account owner, and your partner success and development managers. Once AWS accepts an opportunity you submitted, you can work with the assigned AWS sellers and get help with technical validation and pricing.

Having that context inside HubSpot CRM helps your team move early. Your rep knows who to call at AWS, can plan a joint customer meeting, and can bring AWS support into the deal before it stalls.

4. AWS Marketplace offers and agreements

The connector also ties your co-sell pipeline to AWS Marketplace. From HubSpot, you can attach Marketplace offers to opportunities, manage private offers, and view and import Marketplace agreements. That means a rep can take a deal from co-sell opportunity to private offer without leaving the CRM.

The result: your reps run co-sell deals from HubSpot, and Partner Central stays current without anyone retyping data.

There are two main ways ISVs can establish an AWS ACE HubSpot integration:

Method 1: By Building a Custom Integration on the AWS Partner Central API

AWS does offer the API that any connector is built on. The API reference is designed to help AWS Partners integrate CRM systems with AWS Partner Central, and it isn’t tied to any specific CRM.

This path can be resource-intensive and pull in your engineering team for custom coding, integration, and approval workflows. This should be seen as similar to manual listing, which can take significant engineering time and build overhead. Your engineers would connect this API on one side and HubSpot’s own CRM API on the other, then build the mapping, sync logic, and error handling in between.

Method 2: By Using SaaSify CRM Connector for HubSpot AWS ACE Integration

For HubSpot CRM users, the most efficient way to establish a bidirectional sync with AWS ACE is through the SaaSify CRM Connector. It doesn’t require any engineering changes during the integration process. The approval is quick since SaaSify works on pre-configured templates for HubSpot AWS ACE Integration.

The platform supports agentic workflows for your co-selling, and besides enabling sync, it empowers your GTM teams to automate co-sell operations and accelerate deals with specialized agents designed for each stage of your co-sell motion.

Integrating HubSpot with AWS Partner Central API

If your team would rather build its own HubSpot integration, AWS supports that through the AWS Partner Central API. It’s the same API that most third-party connectors use.

Here is how you should connect HubSpot to AWS ACE in-house:

Prerequisites

• Engineering capacity. AWS’s custom integration guide assumes you have the technical skills to build and maintain a custom integration. Plan for developers, a HubSpot administrator, and your cloud operations team.

• The right AWS accounts. You need an AWS account or AWS Marketplace seller account, plus an AWS Partner Central account.

• Linked accounts. Your Partner Central and Marketplace seller accounts must be linked. Someone with alliance-lead or cloud-administrator permissions completes this in Partner Central.

Stage 1: Set up secure API access

Create an IAM role or IAM user in your linked seller account and attach AWS’s managed opportunity-management policy. Every API call must be signed with AWS Signature Version 4. AWS recommends using an AWS SDK, which signs requests for you, and including an X-Amzn-User-Agent header so AWS can identify your integration.

Stage 2: Design your data model in HubSpot

HubSpot doesn’t include most of the fields ACE requires, so you’ll create custom properties for them. AWS publishes the list of required opportunity fields on GitHub. Plan your stage mapping against ACE’s seven fixed stages, and store the HubSpot deal ID in ACE’s partner opportunity identifier field so every record stays linked.

Stage 3: Build the outbound flow (deals you send to AWS)

Sending a deal to AWS takes three API calls in order:

• CreateOpportunity creates the opportunity in Partner Central, with a status of Pending Submission.

• AssociateOpportunity attaches between one and ten of your solutions, so AWS knows what you’re selling.

• StartEngagementFromOpportunityTask submits it to AWS for review.

Your integration then needs to track the review status. If AWS sets it to Action Required, you’ll update the opportunity with UpdateOpportunity, but only a limited set of fields is editable at that point.

Stage 4: Build the inbound flow (referrals AWS sends you)

When AWS shares a deal, you receive an Engagement Invitation Created event. Your integration should:

• Call GetEngagementInvitation to pull the details.

• To accept, call StartEngagementByAcceptingInvitationTask. It accepts the invitation and creates the opportunity in your account.

• To decline, call RejectEngagementInvitation with a required rejection reason.

Route these to a rep quickly. Partners have 5 business days to accept or reject AWS referrals.

Stage 5: Keep both systems in sync

AWS sends updates through Amazon EventBridge. When an Opportunity Updated event arrives, AWS recommends calling GetOpportunity to fetch the latest details, then writing the changes back to HubSpot.

Stage 6: Handle errors and limits

Build for the errors AWS documents. Expect validation errors when data breaks AWS’s rules, throttling errors when you send too many requests, and access errors when IAM permissions fall short. Each needs its own retry or alert logic.

Stage 7: Test in the Sandbox

AWS provides a Sandbox catalog for testing, so you can run every flow without touching real deals. AWS also publishes sample code for CRM integrations to speed up development.

Stage 8: Go live and maintain

Once testing passes, switch to the production catalog. The work doesn’t stop there. AWS updates Partner Central regularly, and AWS notes its API reference was restructured, so budget for ongoing maintenance.

Troubleshooting common HubSpot AWS ACE sync issues

• Deal created but never reaches AWS review
  It’s stuck at Pending Submission. Creating the opportunity isn’t enough. A solution has to be attached, and then it must be formally submitted. Fix: check that the deal has a solution selected.

• Can’t update a deal after sending it
  Expected behavior. While AWS reviews it, no changes can be made to the opportunity until the review process is complete. Your HubSpot edits will fail or queue until review ends.

• Sync errors about invalid data (ValidationException)
  A field value doesn’t match what AWS accepts. AWS describes this as input that fails to satisfy the constraints specified by the service or business validation rules. Fix the field mapping, not the single deal.

• Permission errors (AccessDeniedException)
  The IAM role is missing permissions or was created in the wrong AWS account. Recheck Stage 1.

• Rate-limit errors (ThrottlingException)
  Too many updates at once, often during a bulk import. Usually temporary; the connector should retry.

• AWS referral never showed up, or vanished
  Someone missed the 5-business-day window. Set a HubSpot notification or workflow on new AWS referrals.

• Duplicate opportunities in ACE
  The sync lost track of which HubSpot deal matches which ACE opportunity. Store the HubSpot deal ID in ACE’s partner opportunity ID field, and the ACE opportunity ID on the HubSpot deal.

• AWS referrals suddenly rejected after an account change
  If you relink Partner Central to a different AWS account, the system automatically rejects AWS Originated (AO) opportunities pending acceptance. Accept or reject pending referrals before switching accounts.

• Weighing your options? A custom build gives you full control, but your team owns every stage above, indefinitely. With SaaSify, you skip straight to selling.

Connecting HubSpot to AWS ACE with SaaSify

AWS’s own CRM connector works only with Salesforce, so HubSpot teams need another way in. That’s where SaaSify’s AWS ACE Connector for HubSpot comes in. We built it and we maintain it, so your team gets ACE co-selling inside HubSpot without writing code or managing an integration.

What SaaSify handles for you

The heavy lifting sits on our side. The SaaSify HubSpot app is created in SaaSify’s HubSpot developer account and fully managed by SaaSify. Our team sets up your SaaSify tenant, and your partner success manager provides your environment-specific SaaSify URL to get started. From there, we keep the connection running as AWS updates Partner Central, so your team never has to rebuild or patch it.

What your team does

Your part is short. You’ll need Super Admin access in HubSpot, then three quick steps:

Connect your HubSpot account.

In SaaSify, go to Settings → Integrations, select HubSpot, enter your HubSpot Account ID, and choose Validate. HubSpot asks you to pick your account and approve the app’s permissions, and you’re connected.

Create a “SaaSify Deal” in HubSpot.

This one deal acts as a home for co-sells that aren’t tied to a HubSpot deal yet. All AWS referrals, and partner-originated co-sells created directly in Partner Central, show up there by default.

Add the SaaSify card to your deal view

Add the SaaSify app card to an existing tab or a new one, such as “SaaSify Co-sell.” Once it’s in place, the card appears on every deal, and your reps manage co-sell opportunities from there.

That’s it. From then on, your team works AWS co-sell deals from inside HubSpot, with opportunities syncing both ways between HubSpot and AWS ACE.

Everything we’ve covered so far points to one conclusion: connecting your HubSpot CRM to AWS ACE is doable, but running it well takes people, time, and ongoing attention that most ISV teams would rather spend on selling.

SaaSify is an agentic Cloud GTM platform that runs your AWS co-sell motion from inside the CRM your team already uses.

Here’s how it helps.

A no-code connector, ready in your CRM: Your entire co-sell motion on one record

With SaaSify, co-selling, private offers, and funding live together. Your reps can:

• Manage ACE opportunities and AWS referrals directly in HubSpot

• See AWS account-manager context and engagement on each deal

• Create and send private offers from co-sell opportunities in the HubSpot CRM

• Raise AWS funding requests on top of the same opportunity

AI agents that do the co-sell work

Most AI tools stop at suggestions. SaaSify’s agents generate the deliverable and submit the request, with your team in control. Each agent handles a specific part of the motion:

• Co-Sell Copilot creates and submits co-sell opportunities, guided by a confidence score on how likely AWS is to accept them. It can also draft ACE opportunity updates from meeting notes and emails, so your reps stop retyping deal progress.

• Funding Agent scans your co-sell opportunities for funding eligibility, creates requests for your approval, and can check a request against AWS requirements and return a corrected draft before you submit.

• Pipeline Agent answers pipeline questions in plain language and returns a formatted Excel file.

• Sales Play Agent builds deal-specific sales plays and exports them to a deck or doc.

These agents are built natively on AWS Partner Central Agents, the agentic layer AWS introduced inside Partner Central.

Funding you’d otherwise leave on the table

AWS co-selling opens the door to partner funding, but funding requests often get filed late or not at all. SaaSify puts co-selling and partner funding on the same opportunity record, with a mapping layer that defines once how opportunity fields carry into funding fields. Our agents then file funding requests and track approvals end to end.

Insights and reporting, on demand

Your co-sell data sits in one place, so reporting stops being a monthly scramble. Ask SaaSify’s agents a question in plain language and they regenerate the report instantly. You can export agent output to Excel, a deck, or another format, and query listings, sales, subscriptions, and payouts across AWS, Azure, and GCP from one chat.

Software solves part of the problem. The rest is knowing how AWS works. SaaSify pairs the platform with cloud sales experts who run the marketplace motion with you, so your team isn’t learning ACE rules on live deals.

Ready to redefine your AWS ACE co-selling with HubSpot AWS ACE integration?

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