Braze is a customer engagement platform. Brands use it to run personalized campaigns across email, push, SMS and in-app messages.

The business is growing fast. Q2 revenue hit $227M, up 26% YoY, and management raised its full-year outlook to $910–913M.

On the Q2 FY27 call, CEO Bill Magnuson pointed to AWS Marketplace as one of the core growth drivers. He also explained the sales alignment and partner relationships behind its cloud GTM.​

Match their org chart, win the co-sell

Over the last 4-6 quarters, Braze reorganized its sales team by industry vertical.

Magnuson:

"That is creating better opportunities for us to align with the likes of AWS, Databricks, Snowflake, etc., who themselves are also vertically organized. I think that was something that created more of a partnership alignment challenge in the past, but it's one that we've gotten over."

• AWS sellers are organized by industry

• A partner selling by territory struggles to find its counterpart

• Mirror the structure to maximize co-sell

​From Marketplace traction to a three-year SCA

Braze signed a 3 year Strategic Collaboration Agreement (SCA) with AWS: a dedicated co-sell motion, a joint go-to-market commitment, and incentives for AWS sellers to bring Braze into their accounts.

More customers now buy Braze through AWS Marketplace, drawing on cloud commitments they already have. Magnuson said the agreement formalizes foundations built over the past couple of years and extends Braze's reach across industries and international markets.

In the same quarter, Braze earned the AWS Media & Entertainment Competency, one more vertical entry point for AWS sellers.​

Braze sells, partners deliver

"More than 80% of new Braze customers now leverage our growing ecosystem of Braze certified agency partners."

Braze keeps a light onboarding layer. Partner agencies run the long-term services work, and Magnuson said AI is increasing that demand as customers invest to protect their ROI.

Every RFP now asks about AI

Paid adoption of Braze's AI tools reached 1/3 of its large customers (spending $500K+) in Q2, up 9% from Q1.

On AI in the sales cycle, Magnuson stressed:

"It is in every single RFP, and it is a focus area in every single deal cycle."

What this means for alliance leaders

• Braze built its platform on AWS, and AWS Marketplace has become a strategic growth channel

• Co-sell starts with sales alignment. Match your cloud partners' industry focus, connect seller incentives and Marketplace route to market

• Build services capacity alongside cloud sales. As customers buy AI, partners have more to implement, expand and renew.