In the evolving landscape of cloud marketplaces, co-selling has emerged as a pivotal strategy for Independent Software Vendors (ISVs) looking to accelerate growth and expand their reach. However, many ISVs struggle with misalignment and communication gaps when working with major cloud providers such as AWS, Microsoft Azure, and Google Cloud.
The key to overcoming these challenges lies in establishing a common language and framework that bridges the gap between ISVs and cloud providers.
MEDDICC is the perfect fit for co-selling
MEDDICC, a robust sales qualification framework, becomes even more powerful when integrated with Tackle’s streamlined platform. Combining the two allows ISVs to navigate AWS, Microsoft, and Google Cloud Marketplaces effectively while driving consistent co-sell engagement, collaboration, and deal acceleration.
A special shoutout to the MEDDICC team for pioneering this framework, which has proven invaluable in shaping successful sales and co-sell strategies. At Tackle, we have fully implemented MEDDICC internally to enhance our own value-driven approach, ensuring that we maximize customer outcomes.
First, you need to understand co-selling and marketplace offers
Cloud co-selling enables ISVs to collaborate with cloud provider sales teams to share leads, combine expertise, and increase deal velocity. Each major cloud provider offers distinct co-sell programs:
- AWS: AWS Co-Sell via AWS Partner Network (APN) Customer Engagement (ACE)
- Microsoft: Microsoft Commercial Marketplace & Co-Sell with Microsoft Partner Center
- Google Cloud: Google Cloud Marketplace & Partner Advantage Program
Through Tackle’s Platform, ISVs can securely collaborate on opportunities, integrate workflows, and manage pipelines across all three marketplaces.
By co-selling with the marketplaces, you speed up the sales cycle. All parties are working together and aiming for the same outcomes, while deploying technology faster and potentially tapping into existing cloud commits.
Now let’s talk about how MEDDICC fits into the overall process
MEDDICC provides a standardized framework that aligns GTM teams, ISVs, and cloud sales teams, ensuring opportunities meet the necessary qualification criteria for success.
To illustrate how MEDDICC maps to AWS, Microsoft, and Google Cloud co-sell stages, we propose the following framework:
- Lead Registration → Identify Metrics & Economic Buyer
- Opportunity Qualification → Identify Pain & Decision Criteria
- Proposal and Negotiation → Decision Process & Champion Development
- Deal Closure → Competition Analysis & Final Decision
Additionally, we suggest you proactively apply MEDDICC for co-sell success. Even before direct customer engagement, ISVs should hypothesize MEDDICC elements based on industry patterns. Instead of asking “Who is our Champion?” you should ask “Who typically plays this role in organizations like this?” Or instead of “What are your procurement requirements?” ask them “How do similar companies use cloud marketplaces for procurement?” instead.
Take it a step further and integrate MEDDICC with Tackle for multi-cloud success
Tackle simplifies cloud marketplace operations by enabling ISVs to:
- Rapidly Expand Market Reach: List on the major marketplace hyperscalers.
- Co-sell at Scale: Automate co-sell engagements across multiple cloud providers.
- Accelerate Sales with Data: Leverage buyer intent data to prioritize high-value leads.
- Streamline Deal Management: Automate marketplace transactions and private offers.
- Receive Expert Guidance: Get hands-on coaching for Cloud GTM success.
Combining MEDDICC and Tackle and you can:
- Reduce friction by speaking a common language with cloud teams
- Generate higher win rates, larger co-sell deals, and faster close times
- Scale co-sell processes with consistency across all three cloud engagements
Now that we have the foundation, let’s put it all to practice with a practical example…
Step 1: Opportunity Registration in Tackle
- Estimate deal size, cloud provider consumption, and ROI to define metrics success criteria
- Capture customer stakeholders and internal cloud provider contacts (these are your economic buyers!)
Step 2: Navigating Your Cloud-Specific Deal Through Each Stage
- Align with each cloud provider’s decision process for AWS APN ACE, Microsoft Partner Center, and Google Partner Advantage
- Work with cloud teams to meet compliance and integration requirements (this helps check off technical and business validation!)
Step 3: Building Champions and Closing with Confidence
- Leverage your cloud provider champions—work with cloud AEs, PDMs, and partner managers to fast-track approvals
- Establish a foundation for future upsells, renewals, and expansion for long-term growth
Let’s take it even further and talk through a real-world story of winning big with MEDDICC & AWS Co-Sell
A mid-sized financial services firm was struggling with security compliance audits that took 8 weeks per cycle, costing them hundreds of thousands in inefficiencies. Their overwhelmed security team needed a better, faster way to manage identity access controls—and fast.
Enter an ISV with a cloud security platform, leveraging Tackle and MEDDICC to navigate AWS Co-Sell. The ISV executed a structured, repeatable process to drive the deal forward:
For the customer:
- Pain (I): A failed compliance audit put the company at risk.
- Champion (Ch): The Head of Cloud Security, pushing for automation.
- Metrics (M): The ISV’s solution could cut audit time by 60% and save $500K+ per year.
- Economic Buyer (E): The CISO, who controlled the cloud security budget.
- Decision Process (Dp): AWS fast-tracked procurement via AWS Marketplace, avoiding legal bottlenecks.
- Competitive Advantage (Co): The ISV’s AWS-native integrations outperformed competitors.
For AWS:
- Metrics (M): AWS saw increased service consumption, making it a priority deal.
- Economic Buyer (E): AWS introduced the ISV to key decision-makers at the customer.
- Decision Criteria (D): AWS validated the ISV’s solution as compliant with security best practices.
- Decision Process (Dp): The ISV used Tackle to register the deal in AWS ACE, gaining visibility with AWS reps.
- Champion (Ch): AWS’s Partner Development Manager (PDM) became an internal advocate, accelerating approvals.
- Competition (Co): AWS positioned the ISV’s native cloud integrations as a key differentiator over competitors.
For the ISV:
- Pain (I): The ISV needed a way to gain AWS visibility and credibility to close enterprise deals faster.
- Champion (Ch): The ISV’s sales leader leveraged MEDDICC to drive alignment across AWS and the customer.
- Metrics (M): The ISV reduced sales cycle time by 40% through AWS co-sell support.
- Economic Buyer (E): The ISV secured executive sponsorship from AWS, enhancing deal influence.
- Decision Process (Dp): By using Tackle to manage co-sell workflows, the ISV ensured a seamless AWS engagement.
- Competitive Advantage (Co): The ISV’s ability to execute MEDDICC effectively made them a stronger AWS partner, leading to future co-sell opportunities.
The result?
With AWS validating the ISV’s solution and Tackle streamlining the co-sell process, the deal closed 40% faster, securing a $750K multi-year contract. The firm improved compliance, cut costs, and scaled security effortlessly—all while AWS increased service consumption.
This example underscores the power of MEDDICC as a structured co-sell framework and Tackle as the enabling platform.
In conclusion, integrating MEDDICC can transform your cloud co-sell strategy
By integrating MEDDICC into your cloud marketplace sales strategy, ISVs create a scalable, repeatable co-sell process that accelerates revenue growth across AWS, Microsoft, and Google Cloud. When combined with Tackle’s automation and marketplace expertise, ISVs can streamline deal management, build stronger cloud partnerships, and drive larger, more successful deals.
Ready to optimize your multi-cloud co-sell strategy? Discover how MEDDICC and Tackle can help you scale marketplace success. Contact us today to explore best practices, workshops, and tailored strategies for cloud marketplace growth!
