Accelerate SaaS Sales on AWS Marketplace: Common Language

To truly unlock growth 📈 on cloud marketplaces, software companies need to normalize cosell with hyperscalers and marketplaces within their sales culture, at scale.

This may sound simple, but in reality it’s one of the most important but the least understood areas in Cloud GTM.

Rick Buijserd, Senior AWS Marketplace Development Manager EMEA, speaking in our Cloud GTM Leader course leveraged his extensive experience to explain how to convert Amazon Web Services (AWS) Marketplace benefits into a familiar seller language, turning sellers into adopters and advocates.

💎 For SaaS companies, using AWS Marketplace opens benefits of:

80% richer deal sizes

40% faster sales cycles

27% higher win rates,

all while providing significant value to their customers.

📊 Why integrating Cloud GTM into the sales team process requires deliberate, nuanced and consistent efforts.

Typically internal presentations of cloud marketplace advantages to sales teams generate initial enthusiasm, but only few elite sellers usually grasp the full benefits immediately.

While these top sellers understand the benefits of deal acceleration via marketplaces and advantages of co-selling with clouds, the majority of sales force need more time to overlay marketplace motion on top of their busy agenda.

🤝 Translating into Common Language

Many ISVs already use the MEDDIC sales language (or its variations, like MEDDICC). By translating the AWS co-sell and AWS Marketplace values into their core language, sellers can more easily qualify and close deals without feeling like they are straying into unknown territory.

In fact, thought leader Andy Whyte from MEDDICC o-build this language to strike the right balance between sales, co-sell and AWS Marketplace leading to this common language approach.

🎯 Connecting the Dots: From Economic Buyer to Decision Process

Here is how cosell and AWS Marketplace processes could be integrated into the sales language, native to sellers.

1️⃣ Metrics

Quantify the potential economic benefit or measurable results the prospect can expect from your solution. This helps justify the investment and build a strong business case.

Highlight the quantifiable impact on growing revenue and efficiency, or decreasing risk, from combining value of ISV and AWS co-selling and leveraging the AWS Marketplace.

2️⃣ Economic Buyer

Identify the key decision-maker who controls the budget and has the ultimate authority to approve the purchase.

Get insights on buyer commercial strategy with AWS, budget impact, and additional discretionary funds. AWS’s extensive reach across organizational levels, including CIOs and CTOs, helps identify the economic buyer who controls the cloud budget. This connectivity is crucial for aligning deals with strategic financial approvals.

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📈 Accelerate your Growth in Cloud Marketplaces

Transform your marketplace strategy with first-hand insights from Cloud GTM leaders in our 5-week cohort course. Learn in a community of great alliance leaders. Join 100+ alums from companies like GitLab, Darktrace, IDC and others.

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