Defang Case Study – Fractivo | Cloud Go-To-Market & Marketplace Growth

Transforming a Passive AWS Marketplace Listing Into a Structured, Pipeline-Generating Cloud GTM Engine

This project aimed to transform Defang’s AWS partnership from a passive Marketplace listing into a structured, co-sell-ready GTM engine that generates measurable pipeline. It focused on Marketplace optimization, field enablement, executive relationship brokering, and multi-channel ecosystem activation to drive sustained cloud revenue growth.

About

Defang is a cloud deployment platform that enables developers and enterprises to take agentic AI applications from Docker Compose to production-ready, Well-Architected cloud infrastructure with a single command. The platform eliminates the DevOps complexity that slows teams down automatically configuring compute, networking, security, databases, and LLM integrations across AWS, GCP, and other cloud environments so builders can focus on shipping, not infrastructure. Available on AWS Marketplace and supporting leading agentic frameworks like CrewAI, LangGraph, AutoGen, and n8n, Defang is positioned at the center of two converging trends: the rise of agentic AI and the growing enterprise demand for secure, customer-owned cloud deployments.

Navigating the Challenges

Every ISV’s path to cloud GTM traction comes with its own set of obstacles. In Defang’s case, the challenges went beyond just getting listed on AWS Marketplace they spanned messaging, co-sell readiness, executive access, channel strategy, and internal alignment. Understanding these challenges is key to appreciating why an embedded, fractional alliance approach was essential and how each phase of the engagement was designed to systematically remove the barriers standing between a strong product and real cloud revenue.

Co-Sell Readiness Gap: No Better Together messaging, private offer workflows, or field-ready positioning to give AWS sellers a reason to actively engage.
Executive Access Barrier: No established relationships with AWS GTM leadership, startup teams, or Solutions Architects to activate the co-sell motions that generate pipeline.
Single-Channel Limitation: GTM was confined to a passive Marketplace listing with no distribution, SI, or channel partner strategy to scale ecosystem reach.
Alliance Expertise Gap: No dedicated cloud GTM operator to coordinate Marketplace operations, co-sell execution, and organizational alignment without the budget for a full-time hire.

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Embedded Alliance Leadership

We embed as your fractional AWS alliance manager, bridging the gap between Marketplace listing and active co-sell so your product gets in front of the right AWS sellers and customers.

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Executive Access & Channel Activation

We broker executive-level AWS relationships and strategic channel introductions, opening doors to field teams, distribution partners, and SIs that accelerate pipeline you can't build alone.

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Co-Sell Messaging & Field Enablement

We build Better Together messaging and partner co-sell playbooks that give AWS sellers clear, customer-outcome language to actively position your solution in every conversation.

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Marketplace Operations & Revenue Optimization

We optimize your AWS Marketplace operations end-to-end from listing launch and private offer workflows to committed spend drawdown, turning your Marketplace presence into a deal-closing engine.

Achievements

Pipeline Generated from Co-Sell Activation

0 K

AWS Marketplace Listing Live

0 Weeks

AWS Solutions Architects Engaged Globally

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Fractivo’s embedded engagement with Defang delivered measurable results across every phase of the cloud GTM motion, including $100K in estimated ARR pipeline generated through a single SA workshop, a fully optimized AWS Marketplace listing launched in just two weeks, and over 20 AWS Solutions Architects engaged globally through executive connections brokered by Fractivo. Over three months of sustained advisory, Fractivo activated 5+ strategic channel and AWS leadership introductions, coordinated multiple executive-level meetings at AWS re:Invent, and built the co-sell foundation, from Better Together messaging to partner playbook that positioned Defang as an ISV AWS sellers actively want to engage with. These outcomes demonstrate what’s possible when cloud partnership strategy is backed by dedicated, embedded execution.

Reach Out

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