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. 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: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.
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.
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.
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..
Optimizing Co-Selling with AWS ACE: 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 ACE
The 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 Salesforce
Given 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 Integration
Some 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 Connector
Many 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.
