an image that says what comes after listing on aws to talk about marketplace listings

What Comes After Listing on the AWS Marketplace…

More than 325K customers have subscribed to billions of dollars of software, data and professional services on the AWS Marketplace. So it’s no wonder ISVs spend the time, money and resources to list their solutions on the AWS Marketplace as another channel to sell through. 

Listing your application on the AWS Marketplace opens your solution to new audiences with committed spend that can have a meaningful impact on your business. However, many ISVs list and leave their listings success up to luck. 

If you list it, will they come? 

The answer sadly is no. Listing on the AWS marketplace (or any cloud marketplace like Azure, GCP, Salesforce AppExchange, etc) is just one step in a more integrated partner engagement strategy. To truly see success a solid go-to-market strategy should be put in place. Each cloud ecosystem has its own partner portal with guidance on getting started, co-marketing opportunities and more but it can be hard to navigate or to know where to start and where you’ll see the most results. Invisory helps customers go-to-market with expert insights, advice and templates to jumpstart ISVs success across cloud marketplaces. Below are just a few areas to consider diving deeper into once you’ve listed. 

Tap into your partner benefits: 

Ensure you know, and are utilizing, the benefits available to you as a partner. Depending on your level of spend and partnership engagement, you may have access to benefits that help increase your brand awareness, co-sell with AWS sales reps and more. 

Build Champions 

Create a repeatable playbook to move past listing and into active co-selling and partnership with AWS. The AWS marketplace AEs have hundreds of apps that want their attention. Knowing how to stand out with collateral that connects, documentation that helps education and with a clear message could mean you get an unfair amount of an AE or SEs attention. 

Connect with Language That Hits 

Align with ecosystem messaging and positioning that resonates with the AWS sellers and customers. Not every ecosystem is the same. What works on your website home page or on your Azure Marketplace listing or Salesforce AppExchange listing won’t have the same impact with AWS sellers, prospects or partners. Make sure your message is tailored and tight. 

Track. Engage. Repeat 

Too many partnership teams are led by feelings and not facts. We wrote a whole blog on the topic (here). Partnerships can seem like a dark art to understand. Whether you’re building a program from scratch or inheriting an existing program, it’s easy to get caught up in the feelings that surround partnerships. How often have you heard “It feels like this partner is more engaged” or “It feels like this AE gets us”? If partner data is tracked in your CRM, it’s most likely at the partner company level. Very few are tracking at the individual level which means you’re missing out on identifying and cultivating relationships with individuals.  Without data driven insights it’s difficult to prove value and know where to lean in, adjust or drop priorities. 

With more than 2K sellers on the AWS Marketplace, it can be hard to stand out and even more difficult to transition from being a passive listed partner to a valued co-sell partner.  Let Invisory help you create a repeatable partnership playbook that drives results. 

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