Co-Selling with Hyperscalers: How to Work AWS, Azure, and Google Cloud Partner Teams
Hyperscaler co-sell programs are structured and bureaucratic — but they close deals faster and at higher values. Here's how to work AWS ACE, Microsoft Co-Sell, and Google Cloud Partner Advantage.
Co-selling with hyperscalers — AWS, Microsoft Azure, and Google Cloud — is a structured partner motion governed by each cloud provider's partner program, with specific registration workflows, partner development manager (PDM) relationships, and marketplace transaction requirements. Unlike technology alliance co-selling, which is primarily a bilateral rep-to-rep motion, hyperscaler co-sell involves registering deals in the cloud provider's system (ACE for AWS, Partner Center for Microsoft, Partner Advantage for Google Cloud), working with a PDM to align on account strategy, and often leveraging the customer's existing cloud committed spend as a purchasing vehicle. For ISVs and SaaS companies, a mature hyperscaler co-sell motion can be one of the highest-volume and highest-value channels in the partner program.
Why Hyperscaler Co-Sell Matters
Hyperscalers have large, established relationships with the enterprise companies in your ICP. AWS, Microsoft, and Google Cloud each have field teams — Partner Development Managers, Cloud Sales Representatives, and Solutions Architects — who are actively looking for ISV solutions to recommend to their customers as they expand cloud adoption.
More than 50% of marketplace sales are expected to go through partners by 2027. The buyer mechanic that makes hyperscaler co-sell uniquely valuable: many enterprise companies have committed cloud spend (Enterprise Discount Programs or Microsoft Azure Consumption Commitments) that they need to draw down. When your product is listed on the hyperscaler's marketplace and the customer can purchase it against their committed cloud spend, the procurement motion simplifies dramatically — they are not asking for a new vendor budget approval, they are using spend they already committed.
AWS Co-Sell (ACE Program)
Register opportunities in the AWS Customer Engagements (ACE) system. Connect with your Partner Development Manager (PDM) who works with your company's tier of the AWS Partner Network. Align on accounts where AWS has existing relationships and can provide customer introductions or support.
You must be an enrolled AWS Partner Network (APN) member. The co-sell motion begins with submitting an opportunity in ACE — you are asking AWS to assign a field team member to support the deal. Hyperscaler co-sell is most effective when your product has a clear cloud deployment or migration story, when the customer is actively spending with AWS, and when you have a genuine integration or AWS competency.
Microsoft Co-Sell (Partner Center)
Submit deals through Microsoft Partner Center for co-sell designation. Work with your PDM and, for larger deals, an Account Technology Strategist (ATS) who owns the Microsoft relationship with the customer.
Microsoft's MACC (Microsoft Azure Consumption Commitment) is one of the most effective buying vehicles in enterprise software. If your customer has a MACC, purchasing your product through the Azure Marketplace counts against their committed spend — a significant procurement accelerator. Microsoft's co-sell program has three levels (Co-Sell Ready, IP Co-Sell Eligible, Azure IP Co-Sell) with increasing program benefits at each level.
Google Cloud Partner Advantage
Register in Google Cloud's Partner Advantage portal. Work with your Partner Engineer or Partner Development Manager to align on accounts and access Google's field team. Google Cloud's growth trajectory — especially in AI workloads — makes it an increasingly attractive co-sell partner for ISVs in the AI, data, and infrastructure categories.
Frequently Asked Questions
What is AWS ACE?
AWS Customer Engagements (ACE) is Amazon Web Services' co-sell program portal where ISV partners register opportunities to receive co-sell support from AWS field teams. When you submit an opportunity to ACE, you are requesting that AWS assign a team member to help advance the deal — providing customer introductions, technical resources, or executive support depending on the deal size and account priority.
How long does hyperscaler co-sell take to set up?
Getting enrolled in the partner programs (APN, Microsoft Partner Network, Google Cloud Partner Advantage) takes one to four weeks depending on the tier and certifications required. Building an active co-sell relationship with a PDM typically takes two to three quarters of consistent deal registration and partner engagement before the PDM is proactively bringing you into deals rather than just responding to your registrations.
What is a cloud marketplace listing and why does it matter for co-sell?
A cloud marketplace listing is your product listed as a purchasable offering on AWS Marketplace, Azure Marketplace, or Google Cloud Marketplace. It matters for co-sell because enterprise customers with committed cloud spend can use that pre-committed budget to purchase your product through the marketplace — eliminating the need for a new vendor budget approval. Marketplace transactions can accelerate deal cycles significantly in enterprise accounts.
