Co-Sell · Hyperscalers · AWS
A Marketplace listing is not an AWS strategy.
Six months after launch, too many software companies have a live listing and no sales. BlueThread connects Marketplace, private offers, and AWS field co-sell into one revenue motion, then ties it to Partner RevOps so Sales and Finance can see what AWS is producing.
The problem
The listing is infrastructure. It is not the revenue motion.
A company can launch on AWS Marketplace and come back six months later without a single transaction. The listing is live, but the commercial system around it is missing: the right offer structure, a usable private-offer process, qualified opportunities, AWS seller engagement, and a clear reason for the field to participate.
Marketplace creates a buying path. Co-sell creates a field path. Revenue needs both working together, with clear ownership, opportunity discipline, and a cadence that keeps going after launch.
Earlier-stage companies often need the whole motion built for the first time. Established ISVs already know how to sell software but need to adapt their commercial model, field engagement, and operating process to AWS.
What we do
We turn the listing into a working revenue motion.
We help B2B software companies design, launch, and run AWS as a revenue channel, not just finish a Marketplace project.
01 · Buying path
Design the buying path
Pick the right seller structure, listing and offer architecture, pricing posture, and contracting path so customers can buy through AWS without friction.
02 · Marketplace
Build the Marketplace motion
Launch or repair the listing, set up a repeatable private-offer process, and connect commercial ownership across your team, the customer, and AWS.
03 · Field
Activate field co-sell
Turn qualified opportunities into something the AWS field can understand and support. We align the value proposition, target accounts, seller relationships, and opportunity records in Partner Central and ACE, the systems AWS uses to manage co-sell.
04 · Cadence
Install the operating cadence
Keep listings, offers, opportunities, and field relationships current after launch. We connect the AWS motion to attribution, CRM, and Partner RevOps, and use agentic workflows to flag what is moving, what is blocked, and what needs a human decision.
Who it is for
AWS matters to you. The revenue motion isn't there yet.
- Launching on AWS for the first time
- You need the listing, offer structure, buying path, and field motion built together.
- Live on Marketplace, no transactions
- The listing exists, but private offers, opportunity creation, seller engagement, or ownership have stalled.
- Selling with AWS, running it by hand
- Deals depend on individual relationships, spreadsheets, and email rather than a repeatable system.
- Expected to prove partner revenue
- Leadership, Finance, or investors need to see how AWS contributes to pipeline, revenue, and growth.
- Building across a portfolio
- PE sponsors and operators need a consistent way to assess and improve AWS motions across several software companies.
How we engage
One AWS motion. The same BlueThread method.
Whether the listing is still an idea or has been live without producing revenue, the work follows the same five steps.
- 1
Assess
Review Marketplace posture, seller structure, offer process, target opportunities, AWS relationships, and internal ownership.
- 2
Architect
Design the listing and offer structure, private-offer workflow, co-sell process, roles, target accounts, and 90-day outcomes.
- 3
Implement
Launch or repair the listing, set up the private-offer path, organize Partner Central and ACE, and activate AWS seller relationships.
- 4
Enable
Give Sales, Partnerships, Finance, and leadership the playbooks and ownership model to run it after launch.
- 5
Optimize
Review what produces transactions, pipeline, and field engagement. Improve against real results.
AWS Motion Assessment
A fixed-scope look at where your buying path and field path are breaking, with a 30/60/90-day plan.
Advisory
A senior operator alongside your team as you build and run the motion, with regular reviews against your baseline.
Implementation
We do the work with you: listing, private offers, Partner Central and ACE, and seller activation.
Credibility
Built by operators who have done the work.
BlueThread's team has built and run partner motions inside AWS, Microsoft, Gong, and SYNNEX. We measure results against your own baseline, not a borrowed industry benchmark.
Pete Zarras
AWS Advisor · New York
30+ years building cloud practices and partner motions. Led Professional Services and Startup ISV Solutions Architecture teams at AWS, and founded an early Microsoft cloud partner.
Meet the BlueThread teamAWS Marketplace & Co-Sell
Your listing may be live. Is the revenue motion?
Whether you're preparing to launch, chasing the first transaction, or scaling a motion that still runs on individual relationships, we'll find where the buying path or field path is breaking and build the operating model around it.