The Most Valuable Channel Most ISVs Leave Dormant
Co-selling with cloud providers — the structured motion where your sales team and the cloud provider's field organization engage jointly on deals — is consistently the highest-ROI activity available to ISVs with marketplace listings. Deals influenced by co-sell have higher win rates, larger average contract values, and shorter sales cycles than any other channel.
And most ISVs never activate it.
What Co-Sell Actually Means
Co-sell is not a vague concept. It is a structured engagement model where your sales team registers opportunities with the cloud provider's partner program, the provider's field sales team evaluates whether to engage, and when they do, they bring their customer relationship and influence to bear on the deal.
Each cloud has a specific co-sell system:
- AWS: ACE (APN Customer Engagements) portal, managed through ISV Accelerate
- Azure: Partner Center co-sell referrals, managed through IP Co-Sell program
- GCP: ISV Solution Connect, managed through Partner Advantage program
Phase 1: Foundation (Weeks 1–4)
Before you can co-sell, you need operational readiness:
- Ensure your marketplace listing is transactable (not just a free trial)
- Qualify for the co-sell program (ISV Accelerate, IP Co-Sell, or ISV Solution Connect)
- Build your partner relationship — know your PDM by name
- Create a joint solution brief the cloud sales team can use
Phase 2: First Pipeline (Months 2–3)
Start with your existing pipeline. For every active opportunity where the buyer is on AWS, Azure, or GCP:
- Register it in the appropriate co-sell system (ACE, Partner Center)
- Include enough context for the cloud seller to evaluate: company name, deal size, use case, timeline
- Request specific help: introduction to the account team, committed spend intelligence, procurement navigation
Phase 3: Scaling the Motion (Months 4–6)
Operationalize co-sell across your entire sales organization:
- Make co-sell registration part of your standard deal qualification process
- Track co-sell influenced pipeline as a distinct metric
- Run monthly pipeline reviews with your PDM
- Measure win rates for co-sell influenced vs. non-influenced deals
The Math That Makes Co-Sell Worth It
ISVs who activate co-sell consistently report: 60% higher win rates on co-sell influenced deals, 2x faster time-to-close, and 40% higher average selling prices. The cloud seller's involvement pre-qualifies the account, provides committed spend intelligence, and creates urgency through the provider relationship.
Common Mistakes
- Spamming the co-sell system with low-quality opportunities
- Not following up when the cloud seller engages
- Treating co-sell as a one-time event rather than a continuous motion
- Not training your full sales team on the mechanics
Automatum simplifies cloud marketplace operations across AWS, Azure, and GCP.
Book a Working Session →Frequently Asked Questions
Common questions about the topics covered in this guide.
What is co-selling with cloud providers?
Co-selling is a structured engagement model where your sales team and the cloud provider's field sales organization jointly pursue deals. Each cloud has a specific system: AWS uses ACE through ISV Accelerate, Azure uses Partner Center through IP Co-Sell, and GCP uses ISV Solution Connect.
How long does it take to see revenue from co-sell?
Most ISVs see their first co-sell influenced deal close within 3 to 6 months of activating the program. The ramp follows three phases: foundation building in weeks 1 to 4, first pipeline in months 2 to 3, and scaling the motion from months 4 to 6.
What makes a good co-sell opportunity?
The buyer should be an active customer of the cloud provider, the deal should be large enough to warrant AE involvement, and your product should integrate with the provider's services. Low-quality or spammed opportunities reduce the quality of engagement you receive.
Can I co-sell on multiple clouds simultaneously?
Yes, but each cloud provider has a separate co-sell program with its own enrollment process and portal. Most ISVs start co-selling on their primary cloud and add additional clouds as their marketplace presence matures.
Keep building your marketplace motion
Guides for activating co-sell across AWS, Azure, and GCP.
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