AWS Marketplace offers huge opportunities for partners – and many recognise this now more than ever. In fact, our Channel Research Report found that 71% are optimistic about what marketplaces have to offer, and 75% are actively using them.
But success isn't as simple as just showing up. Many partners struggle to turn AWS Marketplace potential into real profit. So, how do you make it work for your business?
We asked Peter Woest, AWS Marketplace ISV & Alliance Director – EMEA, for his advice on how partners can avoid common mistakes and find success in AWS Marketplace.
Don't wait around. Find the right people
According to Peter, the biggest mistake partners make is assuming that business will just follow once they’re registered on AWS Marketplace.
“If you are not asking the proactive questions to the right persona about their cloud strategy and commitments, you will struggle to speed up your sales cycle and increase your deal size,” he explains. The key is to engage with the right people, who – contrary to popular belief – are often not the cybersecurity budget owners.
His advice is simple: if you’re not asking these questions, your competition will be.
Use the power of distribution
Many partners overlook the value of working with a distributor in AWS Marketplace, often seeing it as an unnecessary cost or complexity. “This is a myth I really want to debunk,” says Peter.
Working with a distributor can unlock unique features and benefits that aren’t otherwise available. For example, Peter explains that distribution can enable private offers in multiple currencies, as well as financing to increase customer commitment.
Distributors also provide crucial insights into which customers to target and when, helping sales teams focus their efforts where it matters most.
Think beyond single deals
Peter shared a recent success story that highlights the power of a strategic approach. A Westcon partner closed three deals with the same customer by working with two different ISVs.
Here’s how it unfolded:
The first deal: The partner facilitated a transaction in EUR with financing, helping the customer sign a three-year contract.
The second deal: To improve their security, the customer needed solutions from a second ISV. The partner once again managed the transaction in EUR, building on the initial success.
The third deal: The solution from the second ISV identified vulnerabilities that led to an upsell opportunity for the first ISV. This deal was also completed in EUR with financing for another three-year contract.
This “hat trick” shows how a connected, strategic approach can create a cycle of opportunity, turning one transaction into a long-term, high-value relationship.
The boldest move a partner can make
If you’re a partner looking to dominate in AWS Marketplace, you need to invest ahead of the curve. As Peter puts it, “don’t be Blockbuster, be Netflix.”
Customers today want to buy more of their software digitally, but they still rely on trusted partners for advice. According to Canalys, customers use an average of seven partners in any technology deal.
To capture this opportunity, partners need to dedicate time and resources to understanding the AWS Marketplace process. Peter recommends building operational efficiency and rethinking sales compensation to drive the right behaviour.
Once the foundation is in place, the final step is continuous education. Allocating dedicated resources to educate the sales team is crucial for turning marketplace potential into tangible success. Taking that next step can make all the difference in standing out and thriving in AWS Marketplace.
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