AWS Marketplace Reporting: Prioritize Your Co-Sell Pipeline

To turn AWS Marketplace data into a prioritized co-sell pipeline, connect your seller reporting to CRM account and opportunity records. Then evaluate each opportunity for commercial value, timing, customer readiness, and a specific role for AWS.

The result should be a working list: which accounts need attention, why they matter now, who owns the next step, and where AWS can help.

A dashboard is the starting point. The sales decision is what matters.

Start with the sales question

Before building another report, decide what your team needs it to answer.

For an ISV already selling through AWS Marketplace, start here:

• Which renewals need a conversation before the next buying decision?
• Which private offers need help getting accepted?
• Which customers warrant an expansion discussion?
• Which opportunities have a clear reason to involve AWS?
• Which records need more investigation before anyone contacts the customer?

Use Marketplace activity to identify accounts worth reviewing. Then use CRM context to decide what happens next.

A renewal date can start the review. It should not make the decision.

Connect Marketplace and CRM data

Build a shared account view before trying to rank opportunities.

The AWS Marketplace agreements data feed includes agreement status, start and end dates, offer references, and estimated agreement value. For supported usage-based products, the daily usage data feed adds information about consumption of your product.

Connect those records to the account owner, opportunity stage, customer conversations, renewal plan, and next steps in your CRM.

Treat this as a decision framework, not a rule that every signal belongs in a co-sell opportunity.

Match accounts carefully, too. AWS's daily usage documentation distinguishes the payer from the end user. Confirm the customer relationship rather than assuming the billing entity is the account your seller should contact.

For prioritization, use the value of the actual opportunity being pursued—not the total historical value of the account. Keep renewal revenue, incremental expansion, and existing commitments clearly labeled so the same dollars do not appear as multiple opportunities.

Separate signals from opportunities

A Marketplace signal is a reason to investigate. It is not, by itself, a qualified opportunity.

For each account, establish three things:

• The customer need: What problem, renewal decision, or expansion plan has been confirmed?
• The commercial opportunity: What could the customer buy, change, or renew?
• The AWS role: What specific contribution could help the opportunity move forward?

If the third answer is unclear, keep working the customer opportunity without forcing it into an AWS field co-sell motion.

AWS's current co-sell guidance distinguishes Partner-led, Agent-engaged, and AWS Field-engaged opportunities. Do not assume that every Marketplace transaction or opportunity submission will lead to direct AWS seller collaboration.

The practical question is not simply, “Can this transact through Marketplace?”

It is, “What would AWS help the customer accomplish?”

Rank by value and readiness

Use a prioritization framework your sellers can explain. Start with four factors:

• Commercial value: Revenue to protect, credible expansion potential, and strategic account importance.
• Timing: A confirmed buying event, renewal decision, offer deadline, or customer milestone.
• Customer readiness: A clear use case, engaged stakeholders, and a realistic next step.
• AWS relevance: Relevant AWS services, a shared customer outcome, and a specific request for help.

Review these factors together. Do not let account size alone determine priority, or treat a near-term deadline as evidence that the customer is ready to buy.

Add a separate check for data confidence. A promising account with missing ownership or an outdated opportunity stage may need research before outreach.

Then organize the work into three queues:

This keeps urgent work visible without treating every urgent task as co-sell.

Keep this internal assessment separate from AWS's Opportunity Quality Score, which evaluates the submission and helps determine the engagement model. Your priority list answers where your team should spend time; AWS's score serves a different purpose.

Put renewals in context

Use renewal reporting to start planning—not just to generate a reminder.

Check the current agreement and applicable renewal terms before deciding what to do. The agreement feed distinguishes active, replaced, renewed, and ended agreements; pay-as-you-go agreements may have no end date.

Then review customer health, usage, stakeholder engagement, and the buying process.

For a healthy customer, the next step may be a conversation about future requirements. For an account with adoption concerns, route the work to customer success before proposing an expansion.

Bring AWS into the discussion when there is a defined customer outcome and a useful role—not simply because the renewal appears on a report.

Follow up on private offers

For an unaccepted private offer, check the CRM record before sending another reminder.

Has the commercial buyer approved the purchase? Does the person accepting the offer know what to do? Is procurement waiting on terms, an internal approval, or clarification?

Assign follow-up to the person who can resolve the blocker.

Keep the offer's acceptance deadline separate from the existing contract's end date in your working view. That makes the task explicit: help the customer complete a purchase, plan a renewal, or investigate why the offer has stalled.

The next action should address the issue—not just ask whether the customer saw the email.

Give AWS a specific ask

A useful co-sell handoff explains the customer opportunity and the help required.

Include:

• The customer's problem and desired outcome
• The relevant AWS services and solution
• The current opportunity stage and customer timeline
• The blocker or decision ahead
• The specific contribution requested from AWS
• The seller responsible for the next step

This approach aligns with AWS's guidance for stronger opportunity submissions, which emphasizes specific use cases, business outcomes, relevant services, current information, and correct seller ownership.

Use Marketplace evidence to strengthen that story. Do not substitute transaction details for customer qualification.

Make prioritization a weekly habit

Keep the working view focused: account, opportunity, reason for priority, owner, next action, due date, and AWS involvement.

In the weekly review, ask what changed, what moved, and what needs to leave the active queue. A record without a next action should either get one or return to investigation.

Make data freshness visible. The agreement data feed refreshes every 24 hours, so show when the information was last updated rather than assuming every signal is live.

Track qualified opportunities, completed actions, and deal progression—not just records added or submissions made.

Where CloudSmart Insights fits

CloudSmart Insights brings AWS Marketplace sales, customer, and offer information into a shared view, with CRM integration available through CloudSmart Connect. Its co-sell platform also supports ACE–CRM synchronization and next-best-action insights.

There is a practical renewal example: an AWS customer story about Cyber Security Cloud describes using CloudSmart Insights to preview renewals and tailor private-offer communications.

The goal is not another place to look at data. It is a clearer decision about which account to work next—and what to do when you get there.

See how CloudSmart Insights can support your Marketplace reporting and co-sell workflow.