Building Your Hyperscaler Co-Sell Motion

Why the time to win cloud partner mindshare is now—before it becomes crowded and commoditized.

The Co-Sell Landscape by the Numbers

71%

of companies co-sell with hyperscalers, but only 32% have a structured, proactive process.

22% → 30%

of net-new deals were co-sell influenced last year, with a strong upward trend.

+51%

more revenue growth seen by partners who frequently co-sell with AWS.

The Co-Sell Maturity Gap: Your Window of Opportunity

While most ISVs engage in co-selling, the market is in a "late early adopter" phase. Participation is high, but operational maturity is low.

This creates a significant advantage for companies that industrialize their co-sell motion now, while most peers still treat it as ad-hoc and opportunistic.

32% Have Structured Co-Sell Cadences

Proactive & Structured

Ad-hoc or Opportunistic

The Hyperscaler Co-Sell Landscape

While co-sell adoption is highest with AWS, significant opportunities for differentiation exist across all three major cloud providers.

ISV Co-Sell Adoption Rate by Hyperscaler

AWS ~83%

Azure ~51%

GCP ~35%

AWS: The Leader

Dominant adoption requires a sharp strategy. Focus on the ISV Accelerate program and Marketplace transacting to stand out.

🔑 Key Stat: Partners see 41% YoY increase in customer wins.

Azure: The Differentiator

Less saturated market. Build strong field relationships now to become a default partner. IP Co-sell eligibility is crucial.

🔑 Key Insight: More room for differentiation for early movers.

GCP: The Accelerator

Delivers pronounced improvements in deal size and velocity. Marketplace is a key lever for growth and co-sell success.

🔑 Key Stat: 112% increase in average deal size for ISVs.

Key Strategic Shifts in Co-Selling

🛒

Marketplace is the Default Rail

Procurement is converging with co-sell. A transactable marketplace offer is no longer optional—it's the core of a modern cloud GTM motion.

💰

Cloud Commitment Optimization

With $189B+ in AWS commitments alone, helping customers burn down committed spend via MPPOs makes you a strategic partner to both the customer and the hyperscaler.

🚀

ISV-Led, Hyperscaler-Amplified

Only ~10% of deals are purely hyperscaler-sourced. The real value is amplifying your ISV-sourced pipeline (45% of deals) to close faster and larger.

Your Blueprint to a Defensible Co-Sell Motion

Focus & Segment Your Efforts

Identify where your product and customers align best. Decide on an AWS-first, Azure-first, or multi-cloud priority. Don't boil the ocean.

Get "Co-Sell & Marketplace Ready"

Enroll in key programs (e.g., AWS ISV Accelerate), create transactable marketplace offers, and enable private offer (MPPO) workflows for large deals.

Build a Co-Sell Operating System

Standardize opportunity registration, integrate co-sell workflows into your CRM, ensure sales comp neutrality, and enable your AEs with training.

Invest in Relationships & Joint Plays

Move from passive portal submissions to proactive cadences. Run joint pipeline reviews, account mapping sessions, and co-marketing to secure mindshare.

Ready to build a co-sell motion that wins?

Don't wait for the co-sell motion to become table stakes. Let's build your operational advantage today.

Schedule some AWESOME and let's talk >

Building Your Hyperscaler Co-Sell Motion Before It's Crowded