If it’s not in their workflow, it doesn’t exist.
Introduction
Most partners build mountains of content, sales decks, long case studies, technical deep dives and then wonder why AWS sellers never use them.
Here’s the truth: AWS account teams don’t use everything you send. They use the tools that fit their workflow, help them move faster, and directly support their sales cycle.
If you want AWS sellers and Partner Managers to pick up your materials, you need to build a lean GTM toolkit that works in their world, not yours.
This post outlines the core assets AWS teams actually use when bringing partners into deals.
The 4 GTM Assets AWS Sellers Actually Use
1. The One-Pager (or “Battle Card”)
This is the #1 tool AWS sellers will reuse. Why? Because it’s short, repeatable, and easy to send.
What to include:
- Problem statement (customer pain)
- Solution (how you solve it with AWS)
- AWS services attached
- Customer proof point
- Call to action (pilot, private offer, demo)
Tip: If your one-pager isn’t copy-paste friendly for an AWS seller’s email, it won’t get used.
2. Industry-Specific Case Studies
Sellers love proof they can forward to a customer in the same vertical.
Example:
“Reduced fraud detection time by 55% for a global bank using SageMaker + Redshift.”
Case study essentials:
- Industry + use case
- Outcome metrics
- AWS services leveraged
- Short and scannable (1–2 pages max)
3. The 2-Minute Value Story
AWS sellers need a talk track they can use in a customer call without you on the line.
Your value story should answer:
- Who is this for?
- What problem do we solve?
- Which AWS services does it use?
- What results do we deliver?
If it takes more than 2 minutes to explain, you’ve lost them.
4. A Clear Private Offer Path
Procurement is often the blocker. AWS sellers need to know:
- Is this CPPO enabled?
- Can it burn down EDP?
- Is there a pilot or trial option?
Make your private offer path crystal clear and include it in every one-pager or case study.
Bonus: What They Don’t Use
- 40-slide corporate decks
- Generic product brochures
- Marketing fluff without metrics
- Whitepapers that feel like homework
If your GTM toolkit is bloated, sellers won’t dig for the gold; they’ll move on.
Common Mistakes Partners Make
- Overloading sellers with too many PDFs
- Writing from their perspective, not the customer’s
- Forgetting to tie back to AWS service attach goals
- No industry-specific content, just generic “horizontal” messaging
- Assuming AWS will customize their story for them
Conclusion
Your GTM toolkit doesn’t need to be massive. It needs to be useful.
AWS account teams will happily champion your solution if you give them:
- A one-pager they can send in 30 seconds
- A case study they can forward to a customer
- A 2-minute talk track they can repeat with confidence
- A frictionless path to procurement
That’s it. Keep it simple, keep it aligned to AWS, and you’ll see your Co-Sell traction grow.
Want a ready-to-use AWS GTM toolkit (battle card, case studies, seller talk track)?
Contact us for more details.
