Executive Summary
Infor’s decision to commit early to AWS Marketplace has paid off with nine-figure revenue and a global co-sell motion that continues to scale. By listening to customers, testing deliberately, and investing in partnerships, Infor turned marketplace transactions from small pilots into a core part of its go-to-market strategy. The company adapted its approach to meet buyer needs across geographies, prioritized high-propensity deals for better conversion, and streamlined operations by integrating marketplace into standard quoting and order flows. With support from Tackle’s Managed Services, Infor has expanded internationally, built durable co-sell alignment with AWS, and established a repeatable model for marketplace success.
Key Highlights
Nine-Figure AWS Marketplace Revenue
Infor's early bet on AWS has grown into a nine-figure revenue stream, making marketplace a core sales channel.
Global Scale with AWS Co-Sell
In just two weeks, Infor closed 15 international marketplace deals, illustrating rapid global expansion.
Higher Win Rates with Propensity Targeting:
By prioritizing fewer, high-propensity opportunities using AWS P2B scores, Tackle data, and internal signals, Infor improved conversion rates without sacrificing revenue.
Marketplace Integrated Into Core Operations
Infor embedded AWS Marketplace into quoting and order flows, enabling sellers to close deals faster while Finance and Ops scaled seamlessly alongside.
Early AWS Marketplace commitment drives nine-figure revenue and global co-sell scale
“We bet everything on AWS,” said Todd Holden, Director of Strategic Partnerships at Infor. And that bet paid off—Infor’s 2014 decision to go all-in with AWS set the stage for a marketplace strategy that’s now delivering nine-figure revenue and fueling global co-sell success.
Dan Callahan, Enterprise Account Executive at Tackle, framed Infor’s Cloud GTM XP session by noting that Infor is “one of the only ERPs that’s doing some serious volume through AWS Marketplace.” His perspective underscored just how significant Infor’s results are within the broader ecosystem.
The early commitment gave Infor a clear path to build, test, and scale its AWS Marketplace presence. Infor grew from a handful of private offers to a steady pipeline of international deals and a more streamlined co-sell motion with AWS.
Evolving marketplace from test cases to a core solution
Infor’s marketplace journey began with clear signals from the field. Enterprise buyers with AWS cloud commitments were looking for ways to transact Infor solutions through AWS Marketplace. “We’ve seen plenty of our mutual customers who have had AWS EDPs or PPAs, where we’ve seen them want to and desire to transact Infor solutions through the marketplace,” Todd explained.
Rather than jumping in at full speed, Infor started small. “We were slow and steady along the way,” Todd said. Early deals gave the team the confidence that the approach worked: customers were happy, renewals happened without friction, and nothing broke behind the scenes. That set the tone for a measured rollout, with marketplace private offers ramping in volume and complexity over time.
By late 2023, the international expansion was well underway. In just the last two weeks of Q4, Infor closed 15 international marketplace deals. “We heard from customers, we tested it, we delivered it, and then they’ve validated and proven our point.”
Shaping marketplace strategy around buyer needs
Much of Infor’s success comes back to staying close to what customers actually want. “A big unlock for the Infor team has been that they’re incredibly flexible with meeting customers in a way that made sense for them,” noted Dan Callahan, Enterprise Account Executive at Tackle.
That flexibility has been key as Infor has adapted its marketplace approach across geographies and buyer preferences. “We’ve heard from our customers that they want to transact via marketplace and grab either the speed and the scale, or the incentives driving down EDPs, PPAs, etc.” Todd said.
When Infor realized that language and currency barriers were slowing things down, it didn’t try to force a one-size-fits-all model. “We were selling deals to customers in local language and local currency, but when they wanted to transact through the marketplace, we had to change that language and push it through the AWS US Marketplace. That didn’t work for our customers abroad.”
So Infor adapted. The team worked with regional AWS teams, including the Tackle crew supporting EMEA, to build better local marketplace experiences. “We’re always trying to figure out and do what’s best for the customer,” Todd shared.
Targeting high-propensity deals for better conversion
Infor completely reshaped its approach to co-sell as the team added it to their go-to-market motions.
AWS had long organized around geo-based sales, which made aligning with Infor’s industry-specific sellers difficult. That started to shift when AWS verticalized its teams. “That has been a blessing for us,” Todd said. “It’s easier for us to talk about customer problems in the food and beverage space when both account management teams are in that space.”
But alignment isn’t just about organizational charts. Infor also decided to prioritize fewer, higher-propensity opportunities, and go deeper on those. “We’re more focused and more comfortable working a smaller number of deals,” Todd shared. “We think we’re going to have a much higher conversion rate and we don’t see a drop-off from a revenue perspective.”
The team uses a combination of AWS P2B scores, Tackle’s propensity data, and internal signals to figure out where they have the right to win, and then align teams early. “The earlier we make that introduction and bridge that team together and get in front of customers, our percentages skyrocket,” Todd explained.
Extending reach with Tackle’s Managed Services
Infor is able to punch above its weight thanks in part to its partnership with Tackle. Todd’s team is small by design, but they’re supported by a managed service team that serves as the central hub for marketplace and co-sell execution.
“Tackle’s Managed Services team is literally the epicenter of the co-sell experience,” Todd said. “They take everything in or push everything out and vice versa to ensure that the right deals are getting to the right people quickly. They’re launching deals, they’re living in ACE, they are the lifeline that keeps me sane.”
The collaboration extends to international expansion as well, with Tackle supporting new marketplace setups across regions.
Integrating marketplace into quoting and order flows
Infor didn’t wait until things broke to bring in Finance and Ops. From the earliest transactions, those teams were part of the progress. “We didn’t go from 0 to 100. We ramped in an intelligent way,” Todd noted.
Now marketplace deals are woven into the standard quote and order process. “The marketplace addendum or AWS customer number can go right on our order form. So it’s a very, very seamless change from what they do today.”
Even as marketplace becomes a larger percentage of overall revenue, the process remains durable. And AWS has been a steady partner. “They come along for the ride, they do the workshops with us, they help us understand what best-in-class looks like,” Todd said.
Focused, flexible, and ready to grow
When asked how he convinces new reps to embrace marketplace, Todd keeps it simple: show them how it helps them close faster and earn more.
“We just give them the stats of what happened in the last year or two,” Todd said. And if a customer is new to marketplace? “We can bring AWS along for the ride. AWS is more than willing to be a close partner and help explain it.”
Infor’s approach has been intentional and focused. The team tested early, listened to buyers, invested in the right partnerships, and scaled when it made sense.
“Every time an Infor SaaS deal wins, AWS wins,” Todd said. And with a strong co-sell motion, a growing global footprint, and the right support team in place, Infor looks set to keep winning on its own terms.
Missed the session at Tackle’s Cloud GTM XP? Watch the full recording here.
Director of Strategic Partnerships, Infor
