AWS Marketplace Growth Blueprint for Sales Leaders: Why Top-of-Funnel Takes Time (and How to Turn Your Listing into a Pipeline Engine)

Introduction – Expectation vs. Opportunity

When you list on AWS Marketplace, it’s tempting to expect instant visibility and inbound leads. You launch, the team celebrates, and the thinking goes: “We’ll go live and watch the funnel fill up.”

AWS Marketplace can deliver game-changing opportunities—but they come with consistent investment in the AWS partnership, program engagement, and a well-built GTM motion.

One way to support success is by adopting the Characteristics of a Successful Seller (COSS) being Customer-Obsessed, Outcome-Driven, Strategic, and Skilled as part of your broader AWS GTM strategy. But COSS is just one piece. Program alignment, seller engagement, and the right operational tools all play critical roles in accelerating results.

The Challenge – Why Listings Alone Fall Flat

Many ISVs treat AWS Marketplace like a demand-gen channel:

“We listed, why aren’t buyers finding us?”

Without partnership investment and GTM alignment, here’s what often happens:

• AWS sellers don’t know your solution well enough to bring you into deals.
• Your listing doesn’t clearly map to AWS customer needs.
• Co-sell opportunities are missed because ACE registrations and account mapping aren’t in place.

AWS positions Marketplace as a strategic procurement, deployment, and growth platform, not a demand-generation tool. Without co-sell alignment, optimized messaging, and consistent seller engagement, traffic will be light and conversions slow.

Three ISV Success Stories That Prove It Works

AWS + Contentsquare — 14× Enterprise Growth via AWS Marketplace

Contentsquare, a leader in Digital Experience Analytics, made AWS Marketplace a core route to market for enterprise sales. By enhancing product discoverability, streamlining procurement, and aligning closely with AWS programs, Contentsquare achieved a 14× year-over-year increase in enterprise software sales through AWS Marketplace. Their success underscores the value of combining Marketplace presence with seller engagement and co-sell readiness.

Labra.io + Logz.io — Automation Meets Strategic Scale

Logz.io, a leader in observability, streamlined AWS Marketplace operations with Labra.io—automating private offers, improving Salesforce/ACE sync, and making it easier for AWS sellers to transact. The result: a 157% increase in AWS-generated opportunities and faster partner-driven growth.

Suger.io + Panther — Co-Sell Enablement That Moves the Needle

Panther, the cloud-native SIEM provider, integrated Suger.io to align sales operations with AWS ACE, accelerate collaboration with AWS field sellers, and boost their co-sell pipeline. The result? A 50% increase in AWS Marketplace transactions and significantly more seller-led opportunities.

Five Ways to Build AWS Marketplace Momentum

1. Invest in AWS Co-Sell Programs – Enroll in AWS ISV Accelerate, actively register opportunities in ACE, and prioritize account mapping with AWS sellers.
2. Optimize Your Marketplace Listing – Ensure messaging is AWS buyer-friendly, outcome-focused, and tied to AWS solution areas.
3. Activate Partner-Led Awareness – Use joint campaigns, webinars, and AWS-branded content to create reasons for sellers to engage.
4. Leverage the Right Tools – Platforms like Labra.io and Suger.io streamline private offers, ACE integration, and co-sell readiness.
5. Adopt COSS Traits – Being Customer-Obsessed, Outcome-Driven, Strategic, and Skilled helps you connect with AWS sellers and customers in ways that build trust and drive revenue.

Benefits of a Partnership-First AWS GTM

• Faster procurement with private offers and AWS EDP/PPA commit drawdowns.
• More seller advocacy via co-sell alignment.
• Higher win rates in enterprise accounts.
• Scalable pipeline from repeatable AWS seller engagement.
• Better buyer fit through optimized AWS-aligned messaging.

FAQs – Addressing Common Concerns

Q: “My listing is live—why aren’t we seeing traction?”
A: Listings alone rarely drive demand. AWS sellers need a reason to engage clear outcomes, registered deals in ACE, and strong alignment with their priorities.

Q: “Do AWS programs really move the needle?”
A: Yes. Contentsquare, Logz.io, and Panther all saw measurable Marketplace growth by engaging in AWS ISV Accelerate and leveraging the AWS co-sell motion.

Q: “Is COSS required for success?”
A: COSS isn’t the only success driver, but it’s a powerful one helping you become the kind of partner AWS sellers want to work with.

Conclusion & Call to Action

AWS Marketplace is a powerful procurement engine but its biggest wins come when you combine program participation, seller alignment, and GTM execution.

ISVs that invest in partnership-building, co-sell readiness, and operational efficiency—like Contentsquare, Logz.io, and Panther—turn Marketplace from a static listing into a scalable revenue engine.

Still, it’s not always obvious how all these AWS programs, tools, and motions connect to your overall business strategy or how they’ll help you hit your goals. That’s where Fractivo comes in. We simplify the process, align AWS Marketplace and co-sell motions with your priorities, and help you find the quickest path to measurable success with AWS.

Let’s map your AWS GTM strategy so your Marketplace presence works hand-in-hand with seller advocacy, program engagement, and your business goals.