If you’re looking to accelerate your Cloud GTM motion in 2025, registering your opportunities in AWS’ ACE portal is essential. As co-sell programs gain traction and cloud procurement becomes more relationship-driven, ACE is evolving from a supportive tool to a growth engine.
Whether you’re already listed on AWS Marketplace or just starting your journey, using ACE to co-sell alongside AWS is the best and most repeatable way for your sales team to connect with the AWS reps who are invested in your success.
In this blog, we will discuss both the value of ACE and the complexities that you may be running into. We’ll also touch on how with Tackle, the whole process becomes smoother, faster, and more easily adopted.
What is ACE, and how do ISVs use it?
ACE, short for APN Customer Engagements, is the portal AWS provides for ISVs to co-sell. By registering qualified opportunities in the ACE portal, partners formally notify AWS that they are working with a mutual customer and invite the AWS team to participate in the deal.
This is not just administrative—it initiates collaboration and creates a record that AWS account teams can act on.
Why is that important? Because co-sell drives results.
What drives these outcomes? The answer lies in alignment.
The quality of the motion and the degree to which both parties engage determine success. AWS account teams are directly measured on the success of deals registered in ACE and completed through marketplace. When partners show up with clarity and consistency, AWS is more likely to reciprocate.
The SaaS Co-Sell Benefit (SCB), introduced by AWS to reinforce this model, strengthens the incentive on both sides. It rewards partners and AWS sellers for collaborating on qualified SaaS opportunities, provided those deals are launched in ACE and transacted appropriately.
In short, ACE is a proven catalyst for joint execution.
Meet your AWS Account team
To execute effectively, it helps to understand who at AWS will be involved once a deal is registered, and how each role contributes to the opportunity moving forward. Here’s who you can expect to work with:
- AWS Sales Rep: Opens the opportunity and supports customer-side alignment. This person is usually either an Associate AE or an Account Manager.
- AWS Account Manager: Owns the account’s “sell-to” relationship and is measured on account growth, whether through an increase in consumption or marketplace purchases.
- AWS Partner Development Manager (PDM): Advises on partner strategy and helps shape your GTM motion. It’s important to have a strong relationship with this person—they’re your company’s champion and strategic advisor on all things AWS.
- AWS Partner Success Manager (PSM): Matches AWS customers with the right partners to solve business problems, driving both co-sell and MPPO (Marketplace Private Offer) transactions around these engagements.
- Worldwide Public Sector Partner Development Manager (WWPS PDM): Involved in public sector deals.
Achieve co-sell success in four steps
Co-selling with AWS doesn’t follow a straight line. Each successfully launched ACE opportunity builds momentum, earns trust, and sets you up for even more opportunities.
Here’s how it works:
1. Discover the right opportunities
If you have a customer who expresses interest in transacting on AWS Marketplace, great! They’re a strong candidate for co-sell. If not, tools like Tackle Prospect can help identify opportunities based on marketplace readiness and AWS alignment. Tackle provides our customers with data that helps your sellers and partner teams select the right opportunities to share with AWS.
An ideal co-sell motion should drive high conversion rates to Launched Opportunities and MPPO transactions. Remember, quality > quantity with the SaaS Co-Sell Benefit in play.
2. Log your deals in the ACE portal
Use the ACE Pipeline Manager to log the opportunity with AWS. Be sure to:
- Choose your primary need from AWS:
- Co-Sell with AWS to engage their account team
- Do Not Need Support for visibility only (note: this does not trigger AWS incentives)
- Include essential details: MRR, SaaS status, and marketplace transaction info—these affect your eligibility for the SaaS Co-Sell Benefit
3. Start the co-sell motion
Once AWS approves the opportunity, you’ll be given the AWS Account Team’s contact information (typically the Account Manager). Reach out promptly with specifics: who the buyer is, the deal context, and how AWS can support. Come prepared with clear asks and have actionable next steps for both sides.
One of AWS’ greatest strengths as a partner is their ability to accelerate existing pipelines—and this is where co-sell delivers its value. Thoughtful communication between your sellers and AWS can uncover deal risks, introduce new stakeholders, and even surface additional budget. The more engaged your team is, the more momentum you’ll build with AWS.
To drive consistency, equip your sellers with shared playbooks and templates, especially for opportunities sourced through ACE.
Every opportunity submitted through ACE contributes to your standing in the AWS Partner Program and your eligibility for funding and incentive programs down the road.
To maintain visibility, keep AWS updated throughout the deal cycle and when you close the deal. A brief note recapping the deal and your value prop can reinforce your differentiation and position you for future referrals.
4. Earn more referrals
Successful execution earns trust. Once you’ve built credibility, AWS reps are more likely to loop you into future deals. This is not a magic bullet: ask for referrals, show the value your product delivers, and continue demonstrating how you support AWS consumption and customer outcomes. What you put into the co-sell motion is what you will get out of it.
Tackle helps you get the most out of ACE
Building a co-sell motion with AWS connects you directly with the reps who can make or break your cloud GTM success. The difference? How you show up
Tackle takes the guesswork out of the process. From data-driven strategies and marketplace operations to co-sell at scale, we help you use ACE to turn the AWS co-sell flywheel into a repeatable, revenue-driving Cloud GTM motion that grows with you. Ready to take your AWS co-sell strategy to the next level? Schedule a demo with us today.
Frequently asked questions
What are the requirements to join the AWS ACE program?
To join the AWS ACE Program, you’ll first need to be a registered member of the AWS Partner Network (APN) at the Standard, Advanced, or Premier tier.
From there, eligibility includes a few key requirements: validated sales opportunities, an active listing in the AWS Partner Solutions Finder, a qualifying APN Program designation, accepted ACE terms and conditions, and a track record of customer satisfaction through submitted reviews.
How can the ACE Program enhance sales on AWS Marketplace?
The AWS ACE Program helps boost sales on AWS Marketplace by connecting partners with AWS sales teams, surfacing valuable leads, and making co-selling easier. It streamlines workflows, offers real-time deal visibility, and ultimately drives more revenue and stronger customer relationships.
