How putting our own AWS GTM strategy into action led to faster visibility, real buyer engagement, and deals in flight.
Introduction: The Moment AWS Marketplace Proved Our Playbook Works
At Fractivo, we’ve spent years helping ISVs operationalize their AWS Marketplace strategy — from listing readiness to co-sell enablement and Private Offers. We know what works because we’ve seen it across dozens of partners.
But earlier this year, we decided to put our own advice to the test.
We listed Fractivo on AWS Marketplace, not as an experiment, but as a commitment to our own principles — to use the same playbook we give our customers.
Our goal was simple: be where our buyers already are. AWS Marketplace isn’t a traditional lead-generation platform; it’s a procurement accelerator, built for frictionless transactions and trusted purchasing.
A few weeks after our listing went live, something unexpected happened: we got our first inbound lead directly through AWS Marketplace.
That moment wasn’t just exciting — it was validation. Our playbook doesn’t just work for others. It works for us, too.
How We Applied the Fractivo Framework to Our Own Marketplace Launch
Before we ever went live, we approached our Marketplace listing exactly the way we guide our customers — with focus, structure, and AWS alignment at every step.
We didn’t rush to “get listed.” We treated AWS Marketplace as a core channel in our cloud GTM system, applying the same Fractivo Framework we’ve built and refined through years of helping ISVs succeed in the AWS ecosystem.
Our process looked like this:
- Positioning: We built messaging that clearly communicated our business value to AWS customers — not just product capabilities.
- Procurement Readiness: We ensured pricing, fulfillment, and integration were compliant with AWS Marketplace requirements to enable smooth transactions.
- AWS Co-Sell Enablement: We worked closely with AWS Partner Development Manager’s (PDM) and AWS Partner Sales Managers’ (PSM) to define our co-sell motion and identify where Fractivo best fits in AWS seller conversations.
- Private Offers Setup: We enabled Private Offers from day one — because we know AWS customers value flexibility and their procurement teams value speed.
By following our own playbook, our listing was more than compliant — it was go-to-market ready. That foundation made all the difference when visibility and opportunities started rolling in.
The Reality of AWS Marketplace
AWS Marketplace isn’t a magic pipeline button. It rewards discipline, visibility, and co-sell alignment. Those ISV’s who integrate it into their GTM engine, the results compound fast.
At Fractivo, we’ve built our business around that idea. So when our own listing began generating interest and engagement, we knew exactly what was happening:
The same GTM fundamentals we teach — consistent AWS engagement, Private Offers enablement, and co-sell readiness — were working for us.
From Listing to Live Deals: What Happened Next
Once our listing went live, we started to see traction faster than expected.
- AWS field sellers began reaching out to learn more about how Fractivo could help their customers.
- Partner development managers started referencing our listing in joint account planning.
- Prospective customers discovered us directly through AWS Marketplace — and reached out ready to talk about solving real problems.
What began as visibility turned into conversations. Those conversations turned into opportunities.
And today, several of those leads have evolved into active transactions in flight, with Private Offers under review and joint AWS co-sell support.
This experience reinforced what we tell every partner: when you invest in Marketplace as a GTM system — not just a storefront — AWS starts selling with you, not just for you.
Our Four Proven Best Practices
Here’s what made the difference between a passive listing and a live sales engine:
- We built the listing for humans, not algorithms. Clear, outcome-based messaging and real proof points made our value story resonate.
- We enabled Private Offers early. AWS buyers want flexibility; procurement teams want speed. Private Offers deliver both.
- We engaged AWS teams from day one. Marketplace momentum builds faster when AWS sellers know your story and how to position you.
- We treated our listing like a campaign, not a checkbox. Continuous iteration, promotion, and seller alignment kept us top-of-mind.
Those fundamentals took us from “listed” to “noticed” — and from “noticed” to “in motion.”
FAQ
“Isn’t onboarding to AWS Marketplace complex?”
Not with the right GTM framework. Our process helps ISVs complete onboarding, integrations, and Private Offers setup in under 30 days.
“Do AWS field teams actually pay attention to Marketplace listings?”
Absolutely. AWS sellers use Marketplace to accelerate deals — the more they can transact through AWS, the more value they deliver to their customers.
Why AWS-Aligned GTM Wins
Traditional sales channels often stall on procurement, contracts, and compliance.
AWS Marketplace simplifies all of it by meeting buyers where their budgets, trust, and approvals already live — inside AWS.
Compared to other marketplaces, AWS Marketplace offers:
- Access to a large enterprise-ready audience.
- Private Offer flexibility and AWS billing integration.
- Direct alignment with ISV Accelerate and AWS field sellers.
When your GTM strategy aligns with AWS, you’re not waiting for deals — you’re participating in how modern cloud customers already buy.
Conclusion: We Practice What We Preach
Our own AWS Marketplace experience reinforced the core of our philosophy: we don’t just advise — we apply.
We used our own GTM playbook, followed our own process, and saw results faster than expected.
The outcome? Real leads, real conversations, and real deals — all powered by AWS Marketplace.
At Fractivo, we help software companies operationalize AWS Marketplace — from listing readiness to co-sell acceleration — so when opportunity knocks, your team is already at the door.
Ready to turn your AWS Marketplace listing into a sales engine?
👉 Let’s start your Cloud GTM journey today.