A proven roadmap for going from zero to listed, validated, and ready to co-sell
Introduction
Getting listed on AWS Marketplace isn’t just about ticking boxes for the Foundational Technical Review (FTR) or filling in a few product details. It’s a full-stack go-to-market (GTM) motion, technical, strategic, and partner-aligned.
Done right, your AWS listing becomes more than a directory entry. It becomes:
- A validation badge AWS field teams can trust
- A Co-Sell enabler with case studies and landing pages that scale
- A repeatable deployment model for enterprise sales
This 30-day plan is based on what we’ve seen work across dozens of SaaS, AI, security, and cloud-native companies navigating the AWS ecosystem.
Let’s break it down, week by week.
Week 1: Build Your Validation-Ready Foundation
Primary Goal: Get FTR-ready with content AWS reviewers expect
Audience: Product team, cloud architect, partner manager
Key Deliverables:
1. Architecture Diagram
- Format: AWS icons only (Lucidchart, draw.io)
- Include: Ingress/egress, VPCs, AZs, IAM roles, databases, compute layers
Show user entry points (API/UI) and security flows
2. Deployment Guide
- Step-by-step provisioning instructions
- Required permissions, configs, CLI steps
- Post-deployment validation checklist
- Rollback plan (especially for AMI/containerized deployments)
3. Security Overview
- Encryption methods (at rest + in transit)
- IAM policy structure
- Audit logs and monitoring tools
- Compliance posture (SOC2, HIPAA, ISO, etc.)
4. Operational Readiness Doc
- Monitoring, alerting, scaling, updates
- Backup and recovery procedures
- SLAs and support plans
5. Early Case Study or Deployment Reference
Even if anonymized, include 1 deployment with AWS services mentioned
Outcome + architecture details included
Tip: Run a self-assessment with the AWS Well-Architected Tool + FTR Lens before submitting.
Week 2: Prepare Your Marketplace Listing
Primary Goal: Create a listing that’s clear, compliant, and conversion-ready
Audience: Product marketing, GTM lead, AWS Partner Manager
Key Deliverables:
1. Solution Overview
Clear 3–4 sentence description of product, customer problem, AWS relevance
Include deployment model: SaaS, AMI, container, data product
2. Pricing Strategy
Flat-rate, metered, tiered, or private offer via CPPO
Note any discounts for annual commitments
Include CPPO enablement for resellers if needed
3. Listing Metadata
Primary AWS services used
ICP fit (e.g., “For mid-sized fintechs with real-time data needs”)
Keywords, industries, tags
4. Call-to-Action
Marketplace “Subscribe” is not enough—link to:
- Deployment guide
- Case studies
- Demo request form or sales page
5. Visual Assets
- Optional but effective:
- Solution architecture diagram
- Screenshots of key workflows
- Trust badges (SOC2, HIPAA, etc.)
Tip: Use buyer-centric copy, not just AWS validation language. Talk to the CTO and the Partner Manager.
Week 3: Co-Sell Enablement + Partner Activation
Primary Goal: Get AWS teams ready to pitch your product
Audience: Partner manager, alliances lead, sales enablement
Key Deliverables:
1. Co-Sell-Ready Case Studies
- 2–3 real customers
- Architecture + AWS services used
- Metrics (cost reduction, speed, uptime, etc.)
- Named logos preferred
2. Partner Enablement One-Pager
- What you do
- Who it’s for (verticals, ICP)
- How it works on AWS
- How to position it (vs competitors)
3. Sales Enablement Deck for AWS Teams
- Includes use case, solution fit, outcomes, support model
- Include vertical-specific messaging
4. Field FAQ
- Common objections + answers
- Compliance coverage
- Links to documentation
Tip: Don’t wait for AWS to ask. Send them this proactively and book a 15-min field team walkthrough.
Week 4: Activate GTM + CPPO Launch
Primary Goal: Go live with Marketplace + Co-Sell funnel
Audience: GTM leadership, marketing, AWS partner team
Key Deliverables:
1. Private Offer Enablement (CPPO)
- Enable channel resellers if applicable
- Provide discount tiers + onboarding flows
- Prepare a CPPO-ready proposal template
2. Custom Landing Page
Mirrors Marketplace listing, but built for lead gen
Includes:
- Use cases
- AWS value alignment
- CTA form (“Request a Pilot” or “Get a Custom Demo”)
3. Launch Campaign
- LinkedIn announcement with AWS tag
- Newsletter to partners/customers
- Optional: Co-branded webinar or sales push
4. Marketplace Optimization Checklist
- Performance monitoring
- Lead routing workflows
- Monthly sync with AWS Partner Manager
- Add listing links to sales enablement docs
Tip: Frame this not just as a launch but the beginning of a full AWS GTM motion.
Conclusion: Go Beyond “Getting Listed”
Too many AWS Partners spend 6+ months going back and forth with FTR feedback, content rewrites, and disconnected marketing.
This 30-day optimization plan helps you avoid that.
You’ll leave with:
- A listing that builds trust and converts
- Documentation that passes on the first try
- Content AWS Partner Managers want to share
- A funnel that scales your cloud GTM for the long term
Need help getting it done in 30 days (not 90)?
Contact us today!
