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GTM Do's and Don'ts for listing your offering on AWS Marketplace

Many ISVs let their listings get out of date or sprawl over time. Whether you are evaluating listing your offering in AWS Marketplace, or in the process of re-evaluating your strategy, here are some quick do’s and don’ts to help inform your strategy.

Do’s
  1. Call out AWS services you integrate with or complement in your listing.
  2. Create AWS-specific assets to support your listing, don’t post generic assets that only speak about your product in a general way. Show how your product solves business problems in general, and for AWS cloud customers in particular.
  3. Check your links on a regular basis, but especially after product updates and website refreshes. Also, check any email addresses or links to ticketing systems on a regular basis to ensure notifications are going to the appropriate people in your company.
  4. Update your AMI on a regular basis so new customers do not have to wait for your software and OS to patch before using your product.
  5. Communicate your software and OS update schedule and stick to it. This is particularly important if you commit to meeting a particular regulation or security standard.
  6. Link to a www.yourdomain/aws page – most AWS Field Sellers and customers used to buying through the marketplace will search for this page directly, and will not spend time hunting around your site to find AWS-specific information.
  7. If most of your business can be run through the channel or via self-service signup, you should make sure your marketing and sales campaigns drive prospects to the marketplace, and leverage the marketing tags to gauge campaign performance.
  8. Streamline the procurement process by extending the AMP Standard Contract terms as your public EULA to customers. Leveraging the standard EULA will decrease the transaction cycle time, especially with Enterprise customers, and relieve the contract management burden.
Don’ts
  1. Assume your ‘traditional’ GTM programs and tactics can be applied directly to AWS Marketplace – it is the most common mistake made that adversely impacts results. As this recommendation speaks to a comprehensive set of issues in itself, stay tuned for a separate blog post on that topic.
  2. Offer a free trial that requires the user to contact you to initiate the trial. They won’t.
  3. Rely on a Bring Your Own License listing type. You have more control with this model and can service your existing customers, but you are not aligning well with AWS Field Sellers, and your customers cannot use their existing EDP contract towards your software.
  4. Create more listings than you need to. It creates confusion. You can integrate with AWS Metering Services to offer combinations of different entitlements on the same listing, vs. having separate listings that are tightly bundled to reflect all of the permutations of entitlement offerings. This makes it harder to upsell entitlements.
  5. Assume a customer can build a CFT from scratch to deploy your AMI in typical deployment architectures.
  6. Expect a lot of organic lead acquisition. Your marketplace listing is a fulfillment engine for your marketing campaigns, AWS Field Sellers, and other ecosystem partners to refer prospects to. ISVs who already have a well-recognized brand may benefit from running a free tier or trial to enable zero-touch customer evaluations, but these are the exception, not the rule.
  7. Don’t discount this channel – or more bluntly – underestimate its multi $M potential for your business. It is important for your partnership with AWS. If you are having trouble getting supporting investment, you may want to start by benchmarking whether your competition is transacting their offerings in AWS Marketplace, as they are taking advantage of being an early mover to use AWS Partner Programs that help facilitate co-selling between AWS Field Sellers and ISVs.
  8. Waste your time trying to integrate the individual XLS reports into a dashboard to manage your AMP business relying on custom-built integrations with your systems – you and your team are much better served with pre-built dashboards that incorporate years of AWS Marketplace experience that provides you the insights needed to operate your GTM successfully. Once more, this is just the tip of the proverbial iceberg so we’ll devote more time on the topic of reporting in a future blog post.

These are just some of the common mistakes that ISVs – small to large – make. And yes, some of these we made as well – a long time ago. Why not benefit and get a headstart on your objectives? We would like to help you better understand how you can leverage this channel and grow your partnership with AWS. Please contact us so we can start the conversation.

COALESCE SOLUTIONS AND AWS

We serve ISVs utilizing AWS Marketplace to gain more incremental business value

Coalesce is a Solutions provider with deep expertise in compliance, cloud native application development, AMP and cloud migrations. We developed our long-standing AWS Marketplace reseller expertise in part as an exclusive cloud reseller for Adobe ColdFusion and gained deep AMI Solution Provider expertise in addition to vertical experience for all sectors including highly regulated markets e.g., Financial Services, Government.

Leveraging our experiences, competencies and insights of needs that similar solution providers and ISVs have, lead to the launch of Coalesce Marketplace Delivery Service including the development of our Reporting Portal.

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"Going to market with AWS is very different than the traditional channels, and you increasingly need to sell and deliver your service via AWS Marketplace. The Coalesce team has deep expertise in partnering with AWS, building successful AWS MP based GTMs, and has the supporting technology services depth to make you win."
Bob Layton,
CRO for Digital Defense