Building Value with AWS: A Practical Guide for Services Partners
💬 “Why aren’t AWS reps leaning in? You might be visible, but you’re not yet relevant. Here’s why services partners drift — and how to fix it.”
Why This Guide, Why Now
I’ve spent my career working across the AWS partner ecosystem — progressing from individual contributor roles focused on new logo development and growing existing accounts, to managing strategic alliances across EMEA, and ultimately leading a cloud services practice.
Over the years, I’ve built pipeline, closed complex deals, and shaped go-to-market strategies within the AWS ecosystem. I’ve worked closely with AWS teams to scale joint initiatives across migration, application modernisation, cloud-native, data, AI/ML, and Gen AI.
I’ve also helped partners unlock the value of AWS programmes — from co-sell engagement to Marketplace, funding, and marketing support.
Here’s what I’ve learnt: You don’t need to crack the AWS code. You need clarity, direction, and a plan.
This guide is for services partners who have the technical capability — but haven’t yet developed the consistency to scale. You’re in the ecosystem, but AWS isn’t leaning in. Here’s why — and what to do about it.
Where Services Partners Lose Value
Most partners don’t fail — they drift.
They build technical capability. They join the AWS Partner Network. They register a few ACE opportunities and expect traction.
But then… nothing. AWS account teams aren’t engaged. Deals don’t progress. Marketplace listings sit dormant. Competencies gather dust.
Why?
Because without earned mindshare, even strong partners become invisible.
Before we talk about visibility and value, let’s address the core issue: misalignment and miscommunication.
Misalignment and Miscommunication
One of the fastest ways to lose trust with AWS is through inconsistency.
No regular cadence with AWS Partner Development Managers (PDMs), Partner Sales Managers (PSMs), sales teams, or other functions aligned with your partner development plan
No updates in ACE or your internal CRM
No feedback loop between your alliance lead, sales and delivery teams
Trust with AWS isn’t built through grand plans. It’s built through consistent, practical follow-through.
✅ Fix this:
Set a regular rhythm — weekly or fortnightly catch-ups with AWS contacts
Keep your ACE pipeline clean and updated — AWS sees this data
Share pipeline context proactively, even in early stages
One-Sided Value Expectations
It’s common to hear frustration from partners:
“We’re certified, we’ve published our offering on Marketplace — why isn’t AWS sending us leads?”
But AWS isn’t a lead generation machine. It’s a field-driven, customer-obsessed sales organisation. If you’re not bringing something to the table — insight, influence, a solution AWS can position — it won’t resonate.
Entitlement leads to silence. Relevance leads to traction.
✅ Fix this:
Understand how AWS account teams are measured — and support their objectives
Show up with use-case relevance and customer alignment
Ask, “How can we support your customer goals?” — not “What can AWS do for us?”
Lack of Co-Sell Readiness
You might have strong services — but are they easy for AWS to co-sell?
A service is what you deliver
A solution is what AWS can align with, position, and scale
If your offer isn’t clearly defined, outcome-oriented, FTR-complete, and visible in Marketplace — AWS can’t take it forward.
✅ Fix this:
Build a Field Ready Kit: solution brief and sales deck focused on business outcomes
Complete the FTR and list the offer in the AWS Solutions Finder
Launch your solution on AWS Marketplace — yes, services partners can
Position your offer around the business value it enables — not just technical delivery
And here’s the bit many partners miss: AWS is structured by industry.
If your solution isn’t aligned to vertical outcomes (e.g. financial services, healthcare, retail), it’s much harder for AWS to introduce you to customers.
Don’t show up horizontal. Show up relevant.
What Good Looks Like
So what are the habits of high-performing AWS services partners?
✅ They show up with clarity
They bring context, use cases, and a clear value proposition. Their offering is easy to understand and easy to align with.
✅ They show up consistently
They follow up, stay in sync with AWS, and contribute value — not just asks.
✅ They make it easy to work with them
They simplify procurement via Marketplace, maintain sales enablement, and create low-friction collaboration.
✅ They understand visibility
They know visibility isn’t just about ACE or sales. They engage AWS marketing, vPMMs and Marketplace teams. They earn the right to co-market by being relevant first.
Mindshare and visibility are earned — not assumed. They’re built through packaging, persistence and partnership.
It’s Not Just About Co-Sell — It’s About Visibility
If you’re wondering why AWS isn’t leaning in, ask yourself:
Are we easy to position — in one sentence?
Do we bring AWS opportunities, not just asks?
Are we co-investing time, insight, or GTM value?
Are we speaking with the right people beyond sales — marketing, Marketplace, and programme teams?
If the answer is “not yet” — that’s okay. It just needs a plan.
How to Start Now
Here’s a quick checklist I use with partners who want to improve their AWS motion:
✅ Audit your offerings — are they use-case aligned, packaged, and FTR-ready?
✅ Review your ACE pipeline — are the right opportunities active and updated?
✅ Align internally — do alliance, sales and delivery teams speak the same AWS language?
✅ Engage AWS — with a clear value proposition and structured plan
These are just the basics. The real momentum starts when you know how to tailor them to your business and turn strategy into action.
Where Cloudivise Comes In
At Cloudivise, I help AWS services partners gain clarity, show up consistently, and grow.
With a background in business development, strategic alliances, and cloud practice leadership, I bring a hybrid perspective — having built revenue as both an individual contributor and as a leader shaping GTM strategy across the UK and EMEA.
Whether you’re just starting your AWS journey or looking to unlock greater value from your existing engagement, I can help.
How I support partners
🛠 GTM Packaging
Transform services into AWS-aligned, outcome-led solutions
Prepare for FTR, Solutions Finder, and Marketplace readiness
🔁 Co-Sell Strategy
Improve opportunity hygiene and pipeline visibility
Build cadence with AWS reps and specialists
Align internal teams for AWS engagement
📣 Visibility & Positioning
Navigate AWS funding programmes (MAP, PoC, MDF)
Prioritise competencies and service delivery credentials
Engage AWS stakeholders beyond sales for long-term growth
You don’t need a big team. You need direction, structure, and someone who’s done it before — from both sides of the table.
👉 Let’s Talk
If you’re stuck, unsure, or just not getting what you expected from AWS — you’re probably closer than you think.
Schedule a 30-minute consultation: https://calendly.com/stef-cloudivise/30min