How do I get real attention from AWS or Microsoft instead of just another badge?

AWS explaining its own co-sell machinery: business planning in Partner Central, partner matching, multi partner deals that average six times larger, and APIs to pull it into your CRM.

Unlocking Synergies: Maximizing Co-Sell Opportunities with AWS

From AWS Partner Network Blog by Priya Bains 9 min read

• Cites Canalys 2024: co-selling partners saw 51 percent higher revenue growth, 65 percent higher close rates and 54 percent larger deals.
• Multi-partner deals average six times larger than single-partner deals, and 43 percent of customers use four or more partners.
• Forrester puts ISV deal closure 50 percent faster when the transaction runs through AWS Marketplace.
• Practical unlock: link Partner Central to your Marketplace account, since AWS sellers retire quota on private-offer co-sells.

The actual eligibility bar for co-selling with AWS, in AWS's own words: marketplace listing, ACE eligibility, 5 launched and 15 qualified opportunities in 12 months. Read it before you promise your board a co-sell motion.

AWS ISV Accelerate Program

From Amazon Web Services 10 min read

• Entry bar is concrete: 5 launched and 15 qualified ACE opportunities in the past 12 months, plus $2,000 in recognized AWS account revenue.
• You need a generally available AWS Marketplace listing and Validated or Differentiated status in Partner Central before applying.
• AWS account managers earn co-sell incentives on Private Offers, which is the mechanism that gets their attention.
• AWS reports 51 percent of partners see higher revenue growth from co-sell and 65 percent close deals faster.

The benchmark dataset for marketplace and co-sell: multi cloud sellers at 29% of revenue through marketplaces versus 3% for single cloud, and 92% of companies saying cloud partner attention is the hard part.

The 2025 State of Cloud GTM Report

From Tackle 25 min read

• Respondents expect marketplace to go from 20 to 32 percent of revenue, and top performers already run 50 percent through it.
• Multi-cloud sellers see 39 percent of deals influenced by co-sell versus 18 percent for single-cloud sellers.
• Access to a customer's committed cloud spend is the top benefit, named by 74 percent, ahead of deal acceleration at 47 percent.
• 92 percent still rate engaging the cloud provider itself as challenging, which is the real bottleneck.

Maps the Indian Azure ecosystem by name: distributors like Redington and Ingram Micro, cloud native firms like Minfy and Quantiphi, ISVs like Freshworks, Zoho and Icertis, with the co-sell paths for each.

Microsoft Azure partner program in India: a 2025 overview

From DQ Channels by Bharti Trehan 11 min read

• Three entry levels: Action Pack (discounted M365/D365 plus $700 Azure credits), Solutions Partner designations across six areas, then Azure Expert MSP.
• Partner Success Core costs $895 a year for roughly $62K in software and cloud credits; Expanded is $3,995 for about $391K plus unlimited deployment hours.
• Azure Accelerate co-sell support kicks in on opportunities above $5K ACR.
• India has three local Azure regions (Mumbai, Pune, Chennai), which is what makes data-residency deals possible.

Someone inside AWS partnerships explaining what earns a software company real internal attention rather than a badge on a page: which teams to align to, what they are measured on, and what makes them bring you into an account.

Rohit Gupta of Amazon Web Services on How to Build a Successful ISV Partnership with a Hyperscaler

On Cloud Software Association by Rohit Gupta (AWS) 54 min