Streamline Co-Selling: The SaaSify AWS ACE Salesforce Connector

Introduction

As the AWS Marketplace emerges as a major channel for software sales, ISVs are racing to stand out in an increasingly crowded field. Many are adopting AWS Marketplace as a primary GTM strategy and exploring new approaches, such as leveraging channel partners or partnering with AWS field sellers to enhance their co-selling capabilities. This collaborative selling model allows ISVs to leverage AWS’s deep industry expertise while broadening their customer reach through joint sales efforts.While the benefits of co-selling with AWS ACE (APN Customer Engagement Program- AWS’ co-selling program) are substantial, achieving success requires a strategic approach. In this article, we will dive into how co-selling can unlock significant business value for ISVs with AWS ACE Salesforce Connector. We will also cover essential strategies and best practices to optimize the co-selling process, focusing on how seamless integration with Salesforce can streamline operations and enhance the effectiveness of your partnership with AWS.By the end, you’ll have a clearer understanding of how to tap into the full potential of co-selling, making it easier to collaborate, track deals, and accelerate growth through a well-integrated Salesforce solution.

Benefits of co-selling with AWS ACE 

The AWS ACE program allows ISVs to strategically collaborate with AWS field sellers, driving sales growth and deepening customer engagement. By participating in the ACE program, ISVs can unlock new opportunities for exponential business growth. Below are the top benefits of co-selling with AWS ACE: 

• Boost visibility for new AWS customers The AWS ACE program helps ISVs establish a stronger presence within the AWS ecosystem. By being part of the program, ISVs become more prominent to AWS field sellers, increasing the chances of being recommended to AWS customers across diverse regions. This enhanced visibility allows ISVs to access new markets and customer segments that may otherwise be difficult to reach, leveraging AWS’s established relationships and global reach.
• Unlock revenue growth with AWS ACE Co-selling with AWS through ACE creates numerous revenue growth opportunities. ISVs gain access to AWS-originated leads and new customer pools, driving net new revenue streams. Additionally, collaborating with AWS field sellers allows for the creation of joint value propositions, which can lead to larger deals and longer-term engagements. The combined efforts of ISVs and AWS sellers also help accelerate the sales cycle, enabling faster deal closures and increasing the likelihood of higher-value transactions.
• Foster a delightful customer experience Partnering with AWS account managers enables ISVs to better understand customer needs and pain points. This helps refine the sales approach, allowing ISVs to craft tailored solutions that resonate with customers and improve closure rates. Moreover, the association with AWS enhances credibility, as AWS’s endorsement often leads to greater customer trust, making it easier to gain acceptance of the ISV’s offerings.
• Earn financial incentives There are several partner benefits and programs that ISVs can leverage as they deepen their engagement with the AWS ACE programs. For instance, they become eligible for exciting discounts for originating new customer opportunities, earn financial incentives with access to Marketing Development Funds (MDF) and Partner Opportunity Acceleration Funds, and more..
• Receive technical and business supportPartners in the ACE program gain access to AWS technical resources, go-to-market expertise, and business support to refine their solution offerings and ensure smoother implementation for customers. Furthermore, ISVs can leverage support from AWS marketing and sales teams to co-create marketing strategies and drive joint campaigns for greater brand recognition. br>
• Achieve competencies to show expertise Closing deals within the ACE pipeline contributes directly toward achieving AWS Competencies, which are a formal recognition of an ISV’s expertise in specific domains. These competencies serve as a mark of quality and trust, proving an ISV’s ability to meet customer needs effectively while being Closing deals within the ACE pipeline contributes directly toward achieving AWS Competencies, which are a formal recognition of an ISV’s expertise in specific domains. These competencies serve as a mark of quality and trust, proving an ISV’s ability to meet customer needs effectively while being.

  Optimizing Co-Selling with AWS ACE Salesforce Connector: Manual vs. Integrated Approaches

  Co-selling with AWS ACE revolves around two key components. First, customer data is shared between the ISV and AWS field sellers to evaluate lead relevance and kickstart the co-selling process. Once a lead is deemed relevant, the ISV and AWS collaborate on joint sales efforts, tracking progress, closing deals, and ensuring revenue realization.While crafting personalized pitches and launching joint campaigns requires strategic insight, the operational side—such as opportunity sharing, deal tracking, and status updates—is process-driven. ISVs can typically manage these operational tasks in one of two primary ways.Manual co-selling with AWS ACEThe manual approach involves updating customer data from Salesforce (commonly used by ISVs to manage leads) into AWS’s ACE pipeline manager. This requires sales teams to toggle between both platforms to track updates and manage the sales pipeline. While this process might seem straightforward, it comes with significant challenges:
  • Operationally cumbersome: Constant switching between systems is time-consuming and prone to inefficiencies.
  • Steep learning curve: ISV sales teams must become proficient with two distinct platforms, adding complexity.
  • Data entry errors: Manual updates increase the risk of human error, which could derail deals or result in lost opportunities.
  • Slower sales cycles: Delays in updating information can prolong the sales process, leading to missed opportunities.
  • Resource intensive: It often requires substantial investment in people or custom-built internal tools to manage the process effectively.
  Integrating AWS ACE with SalesforceGiven the challenges of manual co-selling, many ISVs are transitioning to a more streamlined approach i.e. integrating Salesforce with the ACE pipeline manager. This automation reduces the burden of manually managing co-sell opportunities and optimizes the entire lifecycle. ISVs can choose from two main options for integration:Integrating AWS ACE with Salesforce: Custom DIY IntegrationSome ISVs choose to build their own integration between Salesforce and AWS ACE. This custom approach eliminates the need to toggle between platforms and helps streamline opportunity tracking. However, it presents its own set of challenges:
  • High engineering requirements: Building and maintaining this integration requires a dedicated team of developers with deep expertise in both platforms.
  • Costly and time-consuming: The engineering bandwidth required can make this option expensive, especially for smaller teams. At the same time, developing a custom integration can take significant time, delaying time-to-value and potentially hindering sales momentum.
  • Upskilling: Teams may need to invest in training or upskilling to effectively manage and maintain the integration.
  • Maintenance overhead: Regular updates to Salesforce or AWS ACE may require ongoing adjustments to the integration, creating additional long-term maintenance burdens.
  • Risk of technical debt: Without careful planning, custom integrations can accumulate technical debt, requiring extensive rework in the future to address inefficiencies.
  Integrating AWS ACE with Salesforce: SaaSify Salesforce ConnectorMany ISVs are opting for third-party solutions like the SaaSify Salesforce Connector for AWS ACE . This no-code solution seamlessly connects Salesforce with the ACE pipeline manager, eliminating the need for custom development. Key benefits include:
  • No engineering expertise required: The connector handles the integration, allowing ISVs to focus on sales rather than coding.
  • No upskilling needed: Sales teams can manage co-selling opportunities directly within Salesforce without learning new tools.
  • Streamlined co-selling: ISVs can create, receive, and track co-sell opportunities with a single, unified view in Salesforce.
  • Real-time data sync: The bi-directional data sync between Salesforce and ACE ensures accurate, near real-time data for better decision-making and faster deal closures.
  • Centralized visibility: All co-sell leads and opportunities are visible in one place (within Salesforce), enabling sales teams to easily monitor and manage the entire sales pipeline.

  Features	Manual Co-Selling with AWS ACE	Custom DIY Integration: AWS ACE with Salesforce	SaaSify Salesforce Connector Integration
  Sales Team Upskilling	Extensive training required	Minimal to no training required	No training required
  Operational Overheads	Significant administrative burden	Moderate operational complexity	Streamlined, minimal overhead
  Engineering Expertise	No engineering resources needed	High engineering involvement for setup	No engineering involvement required
  Manual Errors	High likelihood of errors	No manual errors	Error-free process
  Real time notifications on updates	None	Depends on the custom code logic	Pre-built solution, no coding needed
  Custom Coding	Not necessary	Custom development required	Accelerated time to market
  Sales Cycle Time	Frequently delayed	Extended time to market	Enhanced experience with easy-to-use tools
  Employee Experience	Frustrating and inefficient	Inefficient due to complexity	Seamless experience without switching
  Context Switching	Frequent and disruptive	Eliminated with integration	No revenue-sharing, high ROI, cost-effective
  Cost	High administrative costs	Expensive due to development and maintenance	Full data integrity and accuracy
  Data Accuracy	Prone to inaccuracies	High accuracy	Rapid deployment and integration
  Integration Speed	Slow and manual	Long development timelines	Full automation of co-selling processes
  Automation	Little to no automation	Partial automation through custom coding	SaaSify-provided support and maintenance
  Support and Maintenance	Heavy reliance on internal resources	High ongoing maintenance required	High adoption due to ease of use
  User Adoption	Low adoption due to complexity	Medium adoption due to steep learning curve	Real-time synchronization
  Customer Data Sync	Manual and delayed synchronization	Depends on the custom code logic	Instant notifications via Slack/ Email/ Other platforms
  Sales Forecasting	Inconsistent and inaccurate	Depends on the custom code logic	Predictive insights with accurate forecasts
  Integration with Other Tools	None	Possible but complex to maintain	Seamless integration with a wide range of tools

  How SaaSify’s Salesforce Connector for AWS ACE streamlines Co-Selling?

  SaaSify’s Salesforce Connector for AWS ACE is a powerful no-code solution that helps ISVs streamline their co-selling processes without the hassle of manual data entry or custom coding. With this connector, ISVs can be up and running in just a few hours, drastically reducing co-selling complexities. Here’s how it works:
  • Get Started: Get the SaaSify Salesforce Connector from the AWS Marketplace, SaaSify platform, or contact SaaSify sales for a personalized private offer.
  • Seamless Installation: Install the connector to effortlessly link your Salesforce account with AWS ACE Pipeline Manager.
  • Automatic Field Mapping: Easily map and sync Salesforce fields with AWS fields for flawless data integration.
  • Convert and Share Opportunities: Convert Salesforce objects into ACE co-selling opportunities, ready for AWS approval.
  • Effortless Lead Management: Receive AWS-generated leads directly in Salesforce and apply custom filters to ensure lead relevance.
  • Track and Report: Monitor opportunity and lead status within Salesforce (with bi-directional sync) and generate tailored reports for deeper insights.
  With SaaSify’s Salesforce Connector, ISVs can enjoy a smoother co-selling journey, driving greater efficiency and success. Get in touch with SaaSify today to understand how the SaaSify Salesforce Connector works and the business benefits it brings along.