AWS built a real co-sell engine: ACE, referrals, alliance support, and funding programs. It only produces revenue when someone runs it on a cadence. That is the work we do.
AWS gives partners the ACE Pipeline Manager, a path to referrals, alliance-team access, and named funding programs. None of it produces on its own. Opportunities go stale, AWS Marketplace listings drift, alliance managers move on, and funding that deals qualified for goes unclaimed because no one owned the weekly motion.
We own it. Opportunities shared on a cadence, attribution kept clean, alliance relationships worked, and funding pursued on purpose.
This is AWS’s process, start to finish. You register in AWS Partner Central, enroll in a path, link AWS Marketplace, and share opportunities through ACE to become eligible for AWS support and referrals.
The AWS co-sell path (AWS’s structure, shown for reference)
Join the AWS Partner Network in AWS Partner Central and enroll in the Services or Software Path.
Connect your AWS Marketplace account so the co-sell tools and private offers are available.
Share opportunities through the ACE Pipeline Manager to become ACE eligible for AWS support and referrals.
Enter programs like ISV Accelerate or AWS Specializations to unlock co-sell benefits and funding.
Use co-sell features and Partner Central APIs to scale the motion and track performance.
APN Customer Engagements (ACE) is where partners manage opportunities with AWS in one place. Sharing opportunities is what makes you ACE eligible to request AWS support and receive referrals.
AWS states that sharing opportunities on an ongoing basis boosts your co-sell recommendation score and drives visibility with AWS sellers, which is how referrals begin to flow.
AWS names funding through programs like the ISV Workload Migration Program, ISV Accelerate, and AWS Marketplace Private Offer Promotions. AWS notes its sellers are compensated more to co-sell with ISV Accelerate partners.
AWS provides Partner Central APIs to manage ACE opportunities inside your own CRM, plus Slack Connect for real-time work with AWS sales teams.
Source, AWS official documentation: Co-sell with AWS. These programs and marks belong to AWS. The Love Group, LLC is an independent AWS Partner Network member, does not own or speak for AWS, and presents this framework for reference only.
Opportunities get registered once and never updated. Listings fall out of sync. Alliance managers never hear from you between deals. Funding goes unclaimed because no one mapped which programs the deal qualified for. The AWS engine is sound. The consistency around it is the gap, and consistency is exactly what an operator supplies.
Co-sell rewards consistency and punishes neglect. We supply the consistency, with written follow-through on every opportunity.
We confirm registration, path enrollment, and AWS Marketplace linkage so the co-sell tools are actually live for you.
Every valid opportunity is registered in ACE with the right data, so it is accepted, attributed, and credited to your account.
Proactive alliance-manager engagement and a deliberate pursuit of the funding programs each deal qualifies for.
A standing pipeline review that keeps opportunities current and referrals moving, with dated evidence throughout.
Every valid deal registered and attributed correctly, so co-sell revenue lands against your account.
Real, recurring engagement with your AWS partner team, so your deals get attention when they move.
A deliberate match of each deal to the AWS programs it qualifies for, instead of leaving funding on the table.
Co-sell feeds and is fed by AWS ACE Co-Sell Support, MDF & Funding Mapping, and Revenue & Pipeline Operations.
AWS offers several programs relevant to partners depending on tier and deal type: Market Development Funds for qualifying marketing activities, Partner Opportunity Acceleration for select co-sell deals, and migration and modernization incentives for eligible workloads. The availability and eligibility rules change regularly.
Because claim windows are short, qualifying activities require documentation that most teams do not build in real time, and the process requires someone paying attention to the program calendar every quarter. Funding that expires unused was real budget that did not show up on your books.
We map the funding your deals and activities currently qualify for, build the qualifying documentation, register opportunities in ACE with correct attribution, and run the claim cycles on time. The output is funding in your account and pipeline with AWS attribution, not a slide on what you could theoretically access.
Yes. AWS Marketplace listings interact with ACE and several funding programs. We coordinate the listing hygiene, the ACE activity tied to it, and the funding claims that a well-maintained listing qualifies for. A listing that drifts unmaintained is a missed opportunity on all three fronts.
AWS review timelines vary by program and submission quality. The preparation work is what we control: complete documentation, correct activity codes, and on-time submission. We have seen well-prepared claims process significantly faster than incomplete ones. We focus the effort where the preparation makes the biggest difference.
Book a discovery call and we will scope a co-sell motion that captures every valid opportunity and pursues the funding it qualifies for.
Book a discovery call