Pass FTR, equip your PDM, leverage PSA proof, and fund co-marketing to turn AWS into your promoter.
Imagine you’re trying to promote your new movie.
You could pay for ads yourself. Or… you could get Netflix to feature it on the homepage and push it to millions of subscribers.
That’s what happens when you align with AWS Marketplace programs.
Instead of doing all the heavy lifting yourself, AWS can become your promoter — if you know how to work with MDF, PDMs, and PSAs.
What Is MDF (Marketing Development Funds)?
AWS sets aside marketing dollars for partners.
If you qualify, they’ll co-fund campaigns like:
- Webinars,
- Sponsored events,
- Joint case studies,
- Co-branded ads.
The catch? You only get MDF if you’re active in the ecosystem and show that you’re serious about growth.
Think of it as AWS saying:
“We’ll invest in you — if you invest in us.”
Who Are PDMs (Partner Development Managers)?
PDMs are your relationship managers inside AWS.
Their job is to:
- Help partners like you grow,
- Connect you with AWS sellers,
- And guide you toward programs like co-sell and competencies.
If AWS is a massive city, your PDM is the local guide who knows all the shortcuts.
But here’s the secret: PDMs prioritize partners who show readiness — FTR passed, listing optimized, and GTM assets in place.
What About PSAs (Partner Solution Architects)?
PSAs are the technical validators.
They work with you during the FTR process to make sure your product is secure and reliable.
Why does this matter? Because once a PSA signs off, AWS sales reps trust your solution more. And trust = pipeline.
Why Alignment Is Everything
On their own, MDF, PDMs, and PSAs are helpful.
Together, they’re powerful:
- MDF gives you budget for marketing.
- PDMs give you relationships with AWS sellers.
- PSAs give you credibility with enterprise buyers.
Align all three, and you’re no longer just another vendor — you’re a partner AWS wants to promote.
How to Activate This
- Earn Trust First
- Pass FTR.
- Build at least one competency.
- Create sales-ready assets.
- Engage Your PDM Regularly
- Share pipeline updates.
- Ask for introductions to AWS sellers.
- Co-plan GTM activities.
- Apply for MDF
- Propose joint campaigns that benefit both you and AWS.
- Always tie it back to AWS workloads (they love that).
- Use PSAs for Technical Proof
- Leverage their validation in your sales pitches.
Final Word
AWS won’t automatically push you to clients.
But if you align with MDF, PDMs, and PSAs, you turn AWS from a marketplace into a growth partner.
The vendors who unlock this trio don’t just list, they accelerate.
At Marketeering, we help companies navigate AWS programs, secure MDF, and build relationships with PDMs and PSAs that unlock pipeline. If you want AWS to push you instead of chasing buyers alone, let’s talk.
