If you treat Co-Sell like a checkbox, you’ll miss the revenue.
Introduction
A lot of AWS Partners celebrate the moment they become “Co-Sell Eligible.” They update LinkedIn, add the badge to their slides, and move on.
But here’s the reality: Co-Sell is not a badge; it’s a pipeline strategy.
If you don’t know how to leverage Co-Sell inside AWS’s internal systems and sales motions, you’ll get little more than a logo to show for your effort.
In this post, we’ll break down why Co-Sell is a growth engine, how it actually works inside AWS, and how you can turn eligibility into pipeline acceleration.
What Co-Sell Really Means
AWS Co-Sell isn’t just about eligibility. It means:
- AWS account managers can bring you into deals with their enterprise clients
- Your solution becomes visible inside ACE (AWS Customer Engagements)
- You can access joint planning, funding, and campaign opportunities
- You’re building a repeatable motion where AWS sellers view you as a trusted partner
Think of Co-Sell as AWS’s version of a referral program at enterprise scale.
The 3 Pillars of a Co-Sell Pipeline Strategy
1. Visibility in ACE
ACE is AWS’s internal pipeline system. If your opportunities aren’t logged in ACE, AWS sellers don’t see you.
- Enter opportunities early, even if small
- Align opportunities with AWS’s service attach goals (e.g., Redshift, SageMaker, Security)
- Update statuses regularly so Partner Managers see progress
Pro tip: If you’re invisible in ACE, you’re invisible in AWS sales.
2. Enabling AWS Sellers
AWS account teams don’t sell your product; they sell AWS.
But if you help them attach AWS consumption to your solution, you become a multiplier.
What AWS sellers want to know:
- Which AWS services does your product drive usage of?
- Which industries and accounts do you serve best?
- How fast can you deploy and deliver value?
- Do you have validated case studies they can reuse?
Enable them with one-pagers, value stories, and quick talk tracks.
3. Joint Pipeline Development
Co-Sell is not passive. The best partners:
- Share target accounts with AWS Partner Managers
- Run joint campaigns with AWS marketing funds (MDF)
- Provide proof-of-value pilots for strategic accounts
- Sync quarterly with AWS field teams to align pipeline
The more proactive you are, the more AWS prioritizes you.
Common Co-Sell Mistakes
- Thinking the badge alone generates opportunities
- Not logging opportunities in ACE
- Sending AWS sellers marketing decks instead of clear value stories
- Failing to update Partner Managers on progress
- Expecting AWS to do your selling for you
Conclusion
Becoming Co-Sell eligible is not the win. It’s the starting line.
The real advantage comes when you:
- Build visibility in ACE
- Enable AWS sellers with the right assets
- Drive joint pipeline with account-level alignment
That’s how Co-Sell moves from a badge to a business strategy.
Want help building a Co-Sell starter kit (ACE entries, seller one-pagers, case studies)?
Contact us for more details.
