This Wednesday (Nov 12), were bringing operators to connect strategy to the exact sales plays, scripts, and workflows your sellers need.

Mike Marzano - Global Head of Cloud, Data & Platform Alliances, Contentsquare

Mike drove $0 to $30M+ in marketplace revenue in 30 months with just 3 people supporting 400 sellers.

His results:

• Deals averaged 81% larger through co-sell

• Sales cycles compressed by 26 days

He gained traction with both AWS and Azure by leading with pipeline momentum and driving marketplace deals.

Mike will walk through his seller coaching system for Marketplaces:

• The 3-question qualifier + decision tree to route deals to Marketplace vs direct

• 3 proven deal plays (Commit-Retirement, Budget-Crunch, Beat-the-Competitor) with buyer + Cloud AE scripts you can copy

• Automations & workflows that convert commits into revenue faster

Juston Salcido - Strategic Partnerships, Sr. Partner Development Specialist, Amazon Web Services (AWS)

Juston spent 6+ years architecting marketplace strategies for 100s of ISVs and generating millions in revenue growth.

Hes authored comprehensive guides which contribute to key pillars of AWSs Characteristics of Successful Sellers (COSS) frameworkthe playbook AWS uses to help ISVs scale.

Juston will break down what makes co-sell work from AWSs perspectiveand the framework that separates partners who scale from those who stall.

• How AWS teams decide which partners to engage with, and how to position yourself to get prioritized

• How AWS marketplace and co-sell can help to get MEDDPICC insights on customer, budget potential, etc.

• Sales enablement that scales  How top partners structure training, compensation, and renewal strategies to move from single deals to 100s

Roman Kirsanov - CEO, Partner Insight

Ill stitch the macro to the micro: why the $531B cloud-commit milestone creates urgency now.

Then well move into seller qualification, MEDDPICC tie-ins, and the automation patterns that remove friction so reps dont need to become ops experts.

Well also discuss what worked for 300 alumni we trained in our Cloud GTM Leader course.

If you need your sales team to run marketplace dealsnot just discuss themthis is the session to join

de0f Join us on Nov 12, 910am PT (60-min tactical workshop)

This isnt another keynote. Well show you how to coach your sellers to convert cloud commits via Marketplace, so you can integrate it into your Q4 and 2026 strategy.

See you on Wednesday!

Thanks to our partner Suger

Suger helps B2B software companies unlock revenue through cloud marketplacesfrom listing to transaction to co-sellingby automating the heavy lifting of marketplace operations.

7 Co-Sell Tactics that Separate $1B Marketplace Winners

If youre measuring co-sell success only by deal volume you submit , youre missing what separates billion-dollar performers from everyone else.

The co-sell panel at our recent AWS Marketplace: Your 2026 Revenue Engine event, revealed the operational tactics behind marketplace scale.

It featured Krista Damico from AWS Marketplace CoE, Josh Greene who leads cloud alliances at Okta (crossed $1B on AWS Marketplace); Umang Shukla, Strategic Partnerships at Anthropic, and Aditya Patil who leads Customer Experience at Clazar.

Here are the 7 moves that stood out:

1) Verticalize your approachAWS re-focused, you need to follow

AWS reorganized around deep industry expertise. Top performers adapted by building sector-specific use cases, not generic pitches. One example: an Okta team member spent extra time creating a healthcare-specific presentation for 40 AWS sellers covering that vertical. Result: home run engagement. Vertical messaging earns field trust faster and gets you into more rooms.

Action: pick 2-3 priority industries and rewrite your co-sell narrative around their problems, not your product features.

2) Arrive with precise asks

High performers lead co-sell calls with a crisp situation summary and specific, actionable requests for the AWS account team.

Cloud commits and credits (PPA/EDP) are deal sweeteners, not the strategy.

Mature partners take ownership of the deal and come with a plan. Dont ask AWS to win the deal for youbring the business context and specify exactly what you need.

3) Co-sell is a cross-functional sport inside your company

Sales is your first customer, but finance, operations, legal, deal desk, and enablement determine whether marketplace works at scale.
Build trust early by mapping what each stakeholder cares about and how theyre measured, then show how AWS marketplace features help them do their jobs better. When you do this, they advocate for marketplace instead of resisting it.

4) Automate your ACE flow to match your GTM motion

Theres no one template for submitting opportunities. PLG companies like Honeycomb use simple rulesauto-submit deals over $50K ACV when they hit specific stagesto double or triple monthly ACE submissions.

Enterprise-focused companies filter by vertical, region, product, and revenue before submission. Both approaches work if you layer on disciplined weekly reviews, automate error fixes, and pipe AWS feedback back into CRM so AEs see which account managers drive referrals and conversions.

5) Make Better Together simple and aligned to AWS initiatives

Youll get limited field time. Win it with clear use cases tied to AWS prioritiessuch as securing AI agents. The goal is triggering interest by showing you solve a shared customer problem, not delivering a comprehensive deck.

Sophisticated doesnt mean complex.

6) Use marketplace to meet buyers where they are

Marketplace reduces procurement friction and lets you tap existing cloud commitments. It also provides the governance, auditability, SSO, and security posture enterprises expectespecially critical in regulated verticals like financial services and life sciences. Industry-tailored SKUs and listings accelerate adoption by addressing sector-specific requirements upfront.

7) Expand globally with AWS infrastructure, not headcount

For lean companies, the AWS Marketplace provides leverage to scale internationally without local teams. Two paths: established enterprises mirror local operations with local currency and local marketplace operators; startups anchor new countries on marketplace and outsource invoicing, tax, collections, and disbursements.

Why this matters:

Even Okta, which crossed $1B on AWS Marketplace continues to evolve. Co-sell isnt a program you launch, its a discipline you refine continuously.

Winners build internal stakeholder buy-in before chasing external volume, simplify their Better Together story to earn field attention, align deal submission mechanics to their sales motion, and treat AWS as a force multiplier for reaching buyers and geographies at scale.