At AWS re:Invent 2024, AWS announced the expansion of its co-sell incentives by merging the ISV Accelerate (ISVA) Program and the SaaS Revenue Recognition program (previously an invite-only benefit for larch technology solution Partners), into a single initiative.
Starting January 2025, the AWS SaaS Co-Sell Benefit (formerly SaaS Revenue Recognition) will be available to all eligible ISVA Partners transacting in AWS Marketplace—including startups. This means AWS Sellers will now receive quota retirement when co-selling SaaS or PaaS solutions through private offers in AWS Marketplace, incentivizing them to prioritize partnerships with ISVs.
While this expansion opens new opportunities, navigating the requirements can be complex. In this blog, we’ll simplify the steps your company needs to take in order to achieve the SaaS Co-Sell Benefit (SCB).
So, if your company sells a SaaS solution that runs 100% on AWS—this one’s for you!
Looking for a cheat sheet to help you secure the SaaS Co-Sell Benefit? Download our step-by-step guide to navigate SCB requirements with confidence.
Why pursue SCB?
If you’re selling on AWS Marketplace, SCB delivers tangible business benefits. Here’s how the program translates to real-world advantages for your company:
1. You’ll make a direct impact on AWS Seller quotas 🤝
AWS Sales teams are incentivized to provide co-sell support to SCB Partners through sales compensation incentives. This includes the SaaS co-sell benefit, which provides quota retirement for SaaS solutions transacted as AWS Marketplace private offers.
Why does this matter? AWS sellers are financially motivated to prioritize your solution, accelerating your deal velocity.
2. Gain visibility where it really counts 🔍
Your solutions will appear in AWS’ internal tools, including AWS Manager-facing libraries (e.g., Partner Solution Finder) and partner recommendation engines used by AWS field teams.
What does this mean? Less cold outreach and more inbound demand from AWS-led customers.
3. You’ll get access to exclusive co-sell resources 🚀
With SCB, you will gain prioritized access to AWS co-sell resources. This includes:
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- Training, like customer webinars and in-person workshops.
- AWS Seller introductions facilitated through ACE.
- Marketplace incentives, such as eligibility for promotional credits (e.g., buyer discounts).
The bottom line is that SCB isn’t just about eligibility; it’s about unlocking AWS’ full partner ecosystem to unlock opportunities and drive revenue.
Ready to tackle the requirements? Let’s break them down.
How can my company become part of this program? 🤔
AWS designed SCB to reward partners who actively co-sell on their platform, but the path to eligibility can feel like navigating a maze of acronyms. AWS’ new co-sell benefit requirements are outlined here:
- One or more software product(s) listed as general availability (GA) on AWS Marketplace (SaaS, AMI, Cloud Formation Template, SageMaker Model, Container, or CAR)
- Achieve APN Customer Engagements (ACE) Program Eligibility
- Minimum of 15 qualified opportunities in ACE within the past 12 months
- Achieve Software Path status of Validated or Differentiated
- Partner must link their AWS Partner Central Account to their Marketplace Seller Account
- Minimum of 5 launched opportunities (ACE or Marketplace private offers) transacted within the past 12 months
- Minimum of 1 individual having completed the Co-Selling with AWS learning module
If that list feels confusing, you’re not alone. To many, this list of requirements can seem like a whole lot of jargon unless you’ve spent years in the AWS Partnership ecosystem. Let’s make it a bit easier on ourselves by breaking down the requirements into three main categories.
The 3 pillars of SCB Eligibility
To qualify, your company must demonstrate:
- Active selling presence on AWS Marketplace
- Onboard with AWS Partner Network
- Commitment to regular co-selling through ACE
Here’s what each pillar entails:
1. Active selling presence on AWS Marketplace 💸
(Non-negotiable for all ISVs)
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- Product listing: Have at least one software product at General Availability (GA) on AWS Marketplace.
- Transaction History: Minimum of 5 closed opportunities (via ACE or Marketplace private offers) in the past 12 months.
Why this matters: AWS wants proof you’re serious about transacting through their platform.
How Tackle can help: Our platform streamlines marketplace listing creation and manages private offer workflows to accelerate your transaction history.
2. Onboard with AWS Partner Network 🧩
To complete your SCB eligibility, you’ll need to onboard with the AWS Partner Network (APN), a process with three key components:
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- Join the AWS Partner Network (APN)
You can join the APN at no cost and enroll in Partner Paths that best align with your solutions. - Pay the $2,500 APN fee
In order to meet the requirements related to APN onboarding, you must create a Partner Central Account, pay the $2,500 APN fee (netted back to you as $3,500 in AWS credits, so net positive!). - Complete the foundational technical review (FTR)
The FTR is where ISVs most often get stuck. Its purpose is to validate that your solution is built according to AWS best practices and remediate any identified risks.If your company has done a Well-Architected Review (WAR) in the past 12 months with AWS, then this can take the place of the FTR. AWS has published robust instructions on how to complete the FTR, which you can find in Partner Central.The timeline for the FTR can vary depending on whether there are remediations necessary. In the hands of a Cloud admin team, filling out the technical checklist should take less than a couple hours. Once submitted, a Partner Solution Architect is assigned to review your submission and advise on any necessary changes. - Set up Partner Solution Finding listing
- Join the AWS Partner Network (APN)
How Tackle can help: Our Cloud GTM Coaching services keep you updated on changing program requirements, as well as best practices.
3. Co-sell through ACE 🖥️
The ACE portal within Partner Central is where AWS Partners share opportunities with ACE and vice versa. To meet this program requirement, you must submit 15+ “Qualified” ACE opportunities in the last calendar year.
Note that these must be in the “Qualified” stage in ACE and they must be submitted as “Co-sell Support Needed,” not “For Visibility.”
Pro Tip: “Qualified” means opportunities with:
✅ Budget identified
✅ Decision-maker engaged
✅ AWS use case validated
How Tackle can help: Tackle Prospect can help you identify opportunities for co-selling, and our Tackle for Salesforce integration tracks those opportunities to help maintain your pipeline.
After completing these steps, you’ll earn Validated Partner Status and qualify for SCB. From there, interested ISVs can pursue additional competencies to stand out and reach Differentiated Partner Status—unlocking even greater opportunities.
Accelerate your AWS Partnership with SCB
Overall, achieving ISV Accelerate is a must if you want to scale your partnership with AWS and unlock critical co-sell advantages. As the leader in the Cloud GTM space, Tackle has the platform and expertise to guide you through every step of the way. We can help you:
- List and transact on AWS Marketplace efficiently.
- Identify and scale co-sell opportunities.
- Navigate evolving AWS program rules.
- Tap into funding as you achieve these milestones.
Want a clear roadmap to securing the SaaS Co-Sell Benefit? Download our one-pager for a step-by-step guide, then reach out to us at accelerate@tackle.io to fast-track your success.
