If your reps aren’t using AWS Marketplace as a sales tool, you’re leaving warm leads on the table.
Introduction
For many AWS Partners, Marketplace feels like a procurement formality.
Something your CTO lists, your Partner Manager validates, and your sales team promptly forgets.
But what if your SDRs could turn it into a sales shortcut?
Most SDRs aren’t trained on how to use AWS Marketplace in their outreach. And that’s a missed opportunity because buyers do care about pre-approved vendors, simplified procurement, and AWS budget usage.
In this post, we’ll show you how to equip your SDRs to use AWS Marketplace as a selling advantage, not just a listing badge.
Why Marketplace Matters to SDRs
When your product is listed on AWS Marketplace:
- You’re already vendor-approved. No vendor setup, no legal wrangling.
- Buyers can use committed cloud spend. That’s budget many teams have to use.
- Procurement is faster. Security and legal reviews are often pre-cleared.
- It gives your outbound emails more credibility. “Available on AWS Marketplace” > “Click here for a demo.”
How to Train Your SDRs to Use It
Here’s a quick enablement checklist for your sales development reps:
1. Marketplace Positioning Script
Give SDRs a short paragraph they can include in outreach emails or calls:
“By the way—we’re an approved AWS Marketplace vendor, so if your team prefers to buy through AWS, you can use committed spend or fast-track procurement.”
2. Create a Buyer FAQ
Equip them with answers to questions like:
- “Can we use AWS credits for this?”
- “Will our procurement team need to sign anything?”
- “How fast can we buy if we go through AWS?”
Pro tip: Build this into your call scripts and sales enablement docs.
3. Include Marketplace in Sales Collateral
Make sure Marketplace logos, CPPO eligibility, and buyer benefits are in:
- Outreach templates
- Landing pages
- Slide decks
- SDR email signatures
4. Run a Marketplace Training Session
Hold a 30-minute training with your GTM team explaining:
- What Marketplace is
- Why it matters to buyers
- How to reference it in discovery and cold calls
Sample SDR Message With Marketplace Hook
Here’s how an SDR might rewrite their email:
Subject: [Product Name] + AWS Marketplace = Fast Procurement
Hi [First Name],
Not sure if your team prefers buying through AWS, but we’re listed on Marketplace—so you can fast-track procurement and use your committed spend if needed.
We’re helping other [industry] teams reduce [pain point] by [value prop]—happy to show you a 5-min walkthrough.
Available next week?
Common Mistakes to Avoid
- Ignoring Marketplace in outbound motion
- Waiting for the buyer to ask
- Assuming only procurement cares
- Forgetting to include it in GTM onboarding
Conclusion
Marketplace isn’t just a checkbox for Partner programs; it’s a shortcut for sales.
And your SDRs are on the front lines.
Enable them with the right talk tracks, assets, and confidence, and the Marketplace becomes more than a listing. It becomes a lever.
Need help building a Marketplace FAQ, training deck, or SDR-ready sales pack?
Contact us for more details.
