How to Sell AI the Way Enterprises Buy It: AWS Marketplace & Co-Sell
How to Sell AI the Way Enterprises Buy It: AWS Marketplace & Co-Sell
Free Online Workshop
October 20, 2026
10-11:00am PT
Reach AI buyers through the partners, budgets and purchasing channels they already use
Reach AI buyers through the partners, budgets and purchasing channels they already use
Join us to explore how AI-native and top software companies turn AI demand into Marketplace revenue. Where Marketplace fits in the AI buyer journey, how to turn cloud commits and AWS co-sell into closed deals, and which funding programs can improve the economics of selling AI.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 36 36" xmlns="http://www.w3.org/2000/svg"><g d="M 0 18 C 0 8.059 8.059 0 18 0 C 27.941 0 36 8.059 36 18 C 36 27.941 27.941 36 18 36 C 8.059 36 0 27.941 0 18 Z M 0 18 C 0 8.059 8.059 0 18 0 C 27.941 0 36 8.059 36 18 C 36 27.941 27.941 36 18 36 C 8.059 36 0 27.941 0 18 Z M 24.682 11.744 C 25.341 11.085 26.409 11.085 27.068 11.744 C 27.727 12.403 27.727 13.471 27.068 14.13 L 16.943 24.255 C 16.284 24.914 15.216 24.914 14.557 24.255 L 8.932 18.63 C 8.273 17.971 8.273 16.903 8.932 16.244 C 9.591 15.585 10.659 15.585 11.318 16.244 L 15.75 20.676 Z" fill="transparent" height="36px" id="gI2CEVOrl" width="36px"><path d="M 0 18 C 0 8.059 8.059 0 18 0 C 27.941 0 36 8.059 36 18 C 36 27.941 27.941 36 18 36 C 8.059 36 0 27.941 0 18 Z" fill="transparent" height="36px" id="saKj5BjJN" width="36px"/><path d="M 0 18 C 0 8.059 8.059 0 18 0 C 27.941 0 36 8.059 36 18 C 36 27.941 27.941 36 18 36 C 8.059 36 0 27.941 0 18 Z" fill="rgb(14, 183, 224)" height="36px" id="NGh53I5l9" width="36px"/><path d="M 16.244 0.494 C 16.903 -0.165 17.971 -0.165 18.63 0.494 C 19.289 1.153 19.289 2.221 18.63 2.88 L 8.505 13.005 C 7.846 13.664 6.778 13.664 6.119 13.005 L 0.494 7.38 C -0.165 6.721 -0.165 5.653 0.494 4.994 C 1.153 4.335 2.221 4.335 2.88 4.994 L 7.312 9.426 Z" fill="rgb(255, 255, 255)" height="13.499732812500003px" id="poHgnL2SA" transform="translate(8.437 11.25)" width="19.124721562500014px"/></g></svg>)
AI Buying Shift
Anthropic reportedly sold 47% of its 2025 revenue through AWS and Google Cloud marketplaces. What should that change about your go-to-market?
Customers can draw down cloud commitments, use procurement relationships already in place, and lean on cloud sellers to find AI solutions. The same shift applies to any software company adding AI to its products.
AI Buying Shift
Anthropic reportedly sold 47% of its 2025 revenue through AWS and Google Cloud marketplaces. What should that change about your go-to-market?
Customers can draw down cloud commitments, use procurement relationships already in place, and lean on cloud sellers to find AI solutions. The same shift applies to any software company adding AI to its products.
Turn AI Demand into Revenue
In 60 minutes, learn how an AI-native companies and established software leaders use AWS Marketplace and co-sell to win AI deals.
Whether you’re building an AI-native business or bringing AI to an established product, learn where to focus. We’ll examine which partners can help advance opportunities, when to involve AWS, and how commits, funding and Marketplace can accelerate deals.
Turn AI Demand into Revenue
In 60 minutes, learn how an AI-native companies and established software leaders use AWS Marketplace and co-sell to win AI deals.
Whether you’re building an AI-native business or bringing AI to an established product, learn where to focus. We’ll examine which partners can help advance opportunities, when to involve AWS, and how commits, funding and Marketplace can accelerate deals.
Turn AI Demand into Revenue
In 60 minutes, learn how an AI-native companies and established software leaders use AWS Marketplace and co-sell to win AI deals.
Whether you’re building an AI-native business or bringing AI to an established product, learn where to focus. We’ll examine which partners can help advance opportunities, when to involve AWS, and how commits, funding and Marketplace can accelerate deals.
Operator Panel
Learn How Companies Are Adapting Their GTM for AI
Two perspectives: building an AI-native business and transforming an established software company for the AI market.
We Will Discuss:
How enterprise AI buyers get from interest to purchase. Understand who influences the decision, who owns the budget, and where Marketplace can help move the opportunity forward.
What earns AWS co-sell engagement. Learn how to connect your AI use case to customer priorities and give AWS sellers a clear reason to engage.
How to make the purchase easier. Identify eligible cloud commitments, relevant funding opportunities and execution steps to address before a deal reaches procurement.
Which partners matter most for AI growth. Explore how AI-natives and established software companies build their ecosystems to reach and convert buyers faster and how and cloud relationships can help you reach customers and support adoption.
Our Incredible Panelists:
Roman Kirsanov — CEO, Partner Insight
Dominic Garabedian - GM & VP of Sales & Marketing, Labra
Stay tuned as we announce more speakers.
Who Is It For?
AI-native founders and commercial leaders building enterprise revenue
SaaS and software leaders bringing AI products or capabilities to market
Cloud alliance, Marketplace and technology partnership leaders
Sales, channel and GTM teams pursuing enterprise AI opportunities
In partnership with:
In partnership with:
In partnership with:
What You'll Take Away: A Plan to Win AI Buyers on AWS Marketplace
Identify where AWS Marketplace and co-sell can accelerate your AI deals. Learn how to use cloud commitments, position your AI products for AWS sellers and buyers, and which funding programs fit your stage.
What You'll Take Away: A Plan to Win AI Buyers on AWS Marketplace
Identify where AWS Marketplace and co-sell can accelerate your AI deals. Learn how to use cloud commitments, position your AI products for AWS sellers and buyers, and which funding programs fit your stage.
What You'll Take Away: A Plan to Win AI Buyers on AWS Marketplace
Identify where AWS Marketplace and co-sell can accelerate your AI deals. Learn how to use cloud commitments, position your AI products for AWS sellers and buyers, and which funding programs fit your stage.
Map Where Marketplace Fits in the AI Buyer Journey
Know when Marketplace helps the sale, and when co-sell or partners matter more. Hear how an established software leader rebuilt its partner ecosystem for AI, across cloud marketplaces, co-sell, AI model providers and AI consultancies. Learn which lessons apply whether you are AI-native or adding AI to an established product.
Map Where Marketplace Fits in the AI Buyer Journey
Know when Marketplace helps the sale, and when co-sell or partners matter more. Hear how an established software leader rebuilt its partner ecosystem for AI, across cloud marketplaces, co-sell, AI model providers and AI consultancies. Learn which lessons apply whether you are AI-native or adding AI to an established product.
Map Where Marketplace Fits in the AI Buyer Journey
Know when Marketplace helps the sale, and when co-sell or partners matter more. Hear how an established software leader rebuilt its partner ecosystem for AI, across cloud marketplaces, co-sell, AI model providers and AI consultancies. Learn which lessons apply whether you are AI-native or adding AI to an established product.
Turn Cloud Commitments into AI Deals
Make it easier for customers to buy AI with budgets they already have. Learn how to spot customers with committed AWS spend, use private offers to simplify procurement, and work with AWS sellers to move AI deals forward.
Turn Cloud Commitments into AI Deals
Make it easier for customers to buy AI with budgets they already have. Learn how to spot customers with committed AWS spend, use private offers to simplify procurement, and work with AWS sellers to move AI deals forward.
Turn Cloud Commitments into AI Deals
Make it easier for customers to buy AI with budgets they already have. Learn how to spot customers with committed AWS spend, use private offers to simplify procurement, and work with AWS sellers to move AI deals forward.
Position AI Products and Agents for AWS Sellers and Buyers
Stand out as more AI solutions compete for attention. Discuss the listings, use cases and positioning that help AWS sellers understand where your AI solution fits, and how AI agents and tools in AWS Marketplace are changing how customers discover and buy.
Position AI Products and Agents for AWS Sellers and Buyers
Stand out as more AI solutions compete for attention. Discuss the listings, use cases and positioning that help AWS sellers understand where your AI solution fits, and how AI agents and tools in AWS Marketplace are changing how customers discover and buy.
Position AI Products and Agents for AWS Sellers and Buyers
Stand out as more AI solutions compete for attention. Discuss the listings, use cases and positioning that help AWS sellers understand where your AI solution fits, and how AI agents and tools in AWS Marketplace are changing how customers discover and buy.
Use AWS Funding to Improve the Economics of Selling AI
Get help with the costs that slow AI companies down. Understand which AWS funding programs and support you may qualify for, what they can cover, and what to prepare before you ask.
Use AWS Funding to Improve the Economics of Selling AI
Get help with the costs that slow AI companies down. Understand which AWS funding programs and support you may qualify for, what they can cover, and what to prepare before you ask.
Use AWS Funding to Improve the Economics of Selling AI
Get help with the costs that slow AI companies down. Understand which AWS funding programs and support you may qualify for, what they can cover, and what to prepare before you ask.
Plus: Latest Market Insights
Roman Kirsanov shares Partner Insight's latest research on how AI is sold. Learn why Anthropic's marketplace share climbed from 11% to 47% in two years, how commit drawdown and usage-based billing fit cloud purchasing, and why AI companies are now launching marketplaces of their own.
Plus: Latest Market Insights
Roman Kirsanov shares Partner Insight's latest research on how AI is sold. Learn why Anthropic's marketplace share climbed from 11% to 47% in two years, how commit drawdown and usage-based billing fit cloud purchasing, and why AI companies are now launching marketplaces of their own.
Plus: Latest Market Insights
Roman Kirsanov shares Partner Insight's latest research on how AI is sold. Learn why Anthropic's marketplace share climbed from 11% to 47% in two years, how commit drawdown and usage-based billing fit cloud purchasing, and why AI companies are now launching marketplaces of their own.
Presented by
Roman Kirsanov
CEO of Partner Insight
Roman is a widely respected expert in Cloud GTM and partnerships, known for his data-driven approach. He has built hundreds of technology and distribution partnerships, led major partner-program turnarounds, and advised leading US and UK companies on GTM strategy.
He is a Sloan Fellow (London & Columbia Business Schools), VC-backed founder, OnDeck Fellow, and a Founder Award winner from the LBS Institute of Innovation & Entrepreneurship.
Presented by
Roman Kirsanov
CEO of Partner Insight
Roman is a widely respected expert in Cloud GTM and partnerships, known for his data-driven approach. He has built hundreds of technology and distribution partnerships, led major partner-program turnarounds, and advised leading US and UK companies on GTM strategy.
He is a Sloan Fellow (London & Columbia Business Schools), VC-backed founder, OnDeck Fellow, and a Founder Award winner from the LBS Institute of Innovation & Entrepreneurship.
Presented by
Roman Kirsanov
CEO of Partner Insight
Roman is a widely respected expert in Cloud GTM and partnerships, known for his data-driven approach. He has built hundreds of technology and distribution partnerships, led major partner-program turnarounds, and advised leading US and UK companies on GTM strategy.
He is a Sloan Fellow (London & Columbia Business Schools), VC-backed founder, OnDeck Fellow, and a Founder Award winner from the LBS Institute of Innovation & Entrepreneurship.
$496 B
Commits
$514 B
Commits
$281 B
Open AI commits
$187 B
Azure Enterprise*
Unlock YOUR Share of $1.5T Commits with Cloud Marketplaces
Hyperscalers have accumulated nearly $1.5 trillion in committed spend from their customers - spend that could be directed to buying your software and services. Let me explain. While many enterprises grapple with a cash crunch, they still have to honor multi-year commitments to their cloud providers to maintain their discounts.
Here's the trick: if they buy your SaaS via Microsoft Cloud or Google Cloud marketplace, their spend goes towards these commitments.
💳 Effectively, they're purchasing your product with pre-allocated cloud funds. It's a quick win for everyone involved, accelerating procurement timelines from months to days.
*Details in quarterly cloud commits tracker
$496 B
Commits
$514 B
Commits
$281 B
Open AI commits
$187 B
Azure Enterprise*
Unlock YOUR Share of $1.5T Commits with Cloud Marketplaces
Hyperscalers have accumulated nearly $1.5 trillion in committed spend from their customers - spend that could be directed to buying your software and services. Let me explain. While many enterprises grapple with a cash crunch, they still have to honor multi-year commitments to their cloud providers to maintain their discounts.
Here's the trick: if they buy your SaaS via Microsoft Cloud or Google Cloud marketplace, their spend goes towards these commitments.
💳 Effectively, they're purchasing your product with pre-allocated cloud funds. It's a quick win for everyone involved, accelerating procurement timelines from months to days.
*Details in quarterly cloud commits tracker
$496 B
Commits
$514 B
Commits
$281 B
Open AI commits
$187 B
Azure Enterprise*
Unlock YOUR Share of $1.5T Commits with Cloud Marketplaces
Hyperscalers have accumulated nearly $1.5 trillion in committed spend from their customers - spend that could be directed to buying your software and services. Let me explain. While many enterprises grapple with a cash crunch, they still have to honor multi-year commitments to their cloud providers to maintain their discounts.
Here's the trick: if they buy your SaaS via Microsoft Cloud or Google Cloud marketplace, their spend goes towards these commitments.
💳 Effectively, they're purchasing your product with pre-allocated cloud funds. It's a quick win for everyone involved, accelerating procurement timelines from months to days.
*Details in quarterly cloud commits tracker
Learn more & Master Marketplaces with our 5-week cohort course & community
Events & community for marketplace operators, founders and alliance leaders who grow together
Learn more & Master Marketplaces with our 5-week cohort course & community
Events & community for marketplace operators, founders and alliance leaders who grow together
Learn more & Master Marketplaces with our 5-week cohort course & community
Events & community for marketplace operators, founders and alliance leaders who grow together
Join 5,000 GTM leaders
Weekly Newsletter
Scale to $100M+ via Cloud Marketplaces
© 2026 Partner Insight
Join 5,000 GTM leaders
Weekly Newsletter
Scale to $100M+ via Cloud Marketplaces
© 2026 Partner Insight
Join 5,000 GTM leaders
Weekly Newsletter
Scale to $100M+ via Cloud Marketplaces
© 2026 Partner Insight