Co-Selling with AWS
Benefits of co-selling with AWS & how to make the AWS machine work for you.
Co-Selling with AWS: A Strategy for Success
In the crowded AWS partner ecosystem, standing out as a trusted partner requires strategy, focus, and innovation. During my time at Cloud303, I built a go-to-market (GTM) motion that worked exclusively with AWS, which became the backbone of our success. Here are some of the key strategies I used to solidify Cloud303’s position and generate substantial value for both AWS and our customers.
1. Be an AWS-Only Partner
In a world where many integrators work across multiple cloud providers, I chose to focus solely on AWS. By committing to being an AWS-only partner, I gave my AWS field sellers confidence that I wouldn’t steer deals to another platform. This consistency made it clear that every solution we built would always stay within the AWS ecosystem. In a saturated market, that focus matters, and it helped build trust with AWS.
2. Align My GTM with AWS Goals
Every decision I made for our GTM strategy aligned directly with AWS’s goals. Whether it was focusing on revenue attainment, time-to-delivery, or services deployed for customers, I ensured that our efforts supported AWS field sellers in achieving their targets. When your goals align, you become a natural extension of their sales team, which fosters a mutually beneficial relationship.
3. Leverage Mini-Goals for AWS Personnel
AWS teams are always working toward mini-goals—whether it’s achieving spiffs for Enterprise Discount Plans, selling Reserved Instances or Savings Plans, or pushing specific funding programs. By understanding these mini-goals, I made sure Cloud303 could help them hit those targets. This not only strengthened our relationships with AWS sellers but also allowed us to contribute to their success while growing our business.
4. Differentiate with Expertise
In a sea of AWS partners, differentiation is critical. At Cloud303, I carved out a niche by focusing on AI/ML, DevOps, and End-User Computing (EUC). By honing these specific areas of expertise, we stood out as the go-to partner for these services. This clear positioning allowed us to attract AWS sellers looking for specialized skills, while customers knew exactly what we excelled in.
5. Continuously Innovating
AWS thrives on innovation, and as their partner, it was crucial that Cloud303 did too. I consistently pushed the envelope, exploring new ways to deliver value to mutual customers. By staying at the forefront of technology and continuously improving our offerings, we maintained a competitive edge. Our ability to innovate wasn’t just beneficial for our customers—it also made us a valuable partner to AWS.
6. Securing AWS Competencies
Finally, securing AWS competencies and service delivery programs was a key part of our strategy. By earning these qualifications, we gained access to deeper AWS programs and discounts. On paper, these competencies helped solidify Cloud303 as a legitimate and reliable partner in the eyes of AWS teams and customers. The added credibility opened doors to new opportunities, and the deeper discounts gave us a competitive edge.
The Result: A Trusted AWS Partner
By following this strategic path, Cloud303 became a trusted partner within the AWS ecosystem. We didn’t just work with AWS; we became an extension of their team, aligning our success with theirs. This focus on partnership allowed us to scale rapidly, ultimately becoming a Premier AWS Partner and generating over $20MM in revenue in under 5 years.
In a saturated market, co-selling with AWS requires more than just delivering solutions. It’s about aligning with their goals, understanding their needs, and continuously pushing the boundaries to deliver for customers. With the right strategy, the partnership becomes a win-win for both parties.
"Dream big, deliver bigger"
Sujaiy Shivakumar
Sujaiy Shivakumar is a 3x tech startup founder, with his latest successful venture, Cloud303, growing into an AWS Premier Partner with over 60 employees. All views and opinions expressed in this blog are entirely his own.
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