Marketing Concierge

Program for ISVs

Program Guide

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. Valid through December 2023.
About This Guide

This guide provides a comprehensive overview of the program requirements and benefits for
the Marketing Concierge Program for independent software vendors (ISVs). The program is
comprised of partner coverage and/or AWS Marketplace Marketing Development Funds (MDF).
In this guide, you will find essential information to help navigate your go-to-market (GTM)
journey as a part of the Marketing Concierge Program for ISVs.

Contents
About This Guide Page 2

Program Overview Page 3

Partner Coverage Page 4

AWS Marketplace MDF Page 6

AWS Partner Funding Portal Page 10

Amazon Payee Central Page 17

APN Customer Engagements Page 20

Getting Started Page 22

Resources Page 24

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 2
Program Overview

The Marketing Concierge Program for ISVs is an invitation-only program that offers AWS
Partners and AWS Marketplace Partners coverage and/or AWS Marketplace MDF. The program
is designed to accelerate GTM execution and activate AWS Marketplace MDF invested demand
generation campaigns.
You can qualify for program participation based on your GTM readiness and maturity with Amazon Web Services (AWS).
The program offers programmatic support and resources based on your journey with AWS, while growing your business
and improving the co-sell relationship. You are invited to participate in the program based on four criteria, including
technical alignment, marketing readiness, and assigned or dedicated resourcing. Dependent on qualification, the program
offers two ways to participate: assigned partner coverage through a Partner Marketing Manager (PMM) / Virtual Partner
Marketing Manager (vPMM) and/or with AWS Marketplace MDF.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 3
Partner Coverage

If assigned a PMM or vPMM, you can leverage these resources to help accelerate joint
GTM execution. The PMM/vPMM will be the primary point of contact throughout the GTM
engagement, including onboarding, joint marketing planning and campaign launch, marketing
support, and performance review.

Roles and Responsibilities

PMM vPMM

Develop joint marketing plans, content, and value propositions Execution of partner marketing plans, campaigns, and
in coordination with partner GTM strategy

Partner marketing relationship management Partner marketing relationship management

Review and/or submit for approval: press releases, APN blog

Campaign management with agency communication and
posts, APN social media posts, customer success stories,
AWS contacts
partner web updates

Assist with MDF governance Support problem resolution

Coordinate with other internal AWS marketing team MDF and claims enablement

Lead AWS brand review/approval First level AWS brand approval

Assist with ACE opportunity attribution enablement, tracking ACE marketing attribution enablement

Enablement and support of AWS tools Enablement and support of AWS tools

Joint ownership over partner opportunity and pipeline goals

Support partner success at AWS sponsored events

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 4
Coverage benefits
PMM vPMM

MDF governance support MDF request and claims support

Co-executive partner marketing plan

Joint annual GTM planning
and GTM strategy

Investment & Eligible for partner case study Eligible for partner case study
GTM Benefits
AWS Partner “joint” sales follow up on MQLs AWS Partner “joint” sales follow up on MQLs
sourced from AWS-led campaigns sourced from AWS-led campaigns

Joint ownership of partner opportunity and Joint ownership of partner opportunity

pipeline goals and pipeline goals

Eligible for inclusion in AWS Marketplace solutions Eligible for inclusion in AWS Marketplace solutions
AWS-Led Demand
Generation
Eligible for inclusion in AWS thematic campaigns Eligible for inclusion in AWS thematic campaigns

Support for AWS tools Support for AWS tools

Enablement
AWS Marketplace Academy and AWS Partner AWS Marketplace Academy and AWS Partner
Marketing Central Marketing Central

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 5
AWS Marketplace MDF

AWS Marketplace MDF is a partner resource to help drive demand generation and build sales
pipeline with validated AWS opportunities. You may be eligible to request and use AWS
Marketplace MDF cash to co-fund marketing efforts that promote your services and solutions
on AWS. The goal of AWS Marketplace MDF is to support brand awareness and marketing
activities to generate new opportunities for and with AWS Partners.

Partners must have a completed Amazon Payee Central account before AWS Marketplace MDF Cash funding will be
available in your wallet and can be accessed. To initiate this process, open a case in AWS Partner Central.
Access and management of AWS Marketplace MDF benefits can be performed through AWS Partner Funding Portal (APFP),
which is accessible through the “Funding” tab of AWS Partner Central. APFP allows you to request, claim, and track your
AWS Marketplace activities in one centralized location.
For more information reference MDF Quick Guide.

Eligible partners
Premium:
To qualify for this invitation-only package, you should have a history of demonstrated revenue growth and have made a
sizeable commitment to building demand for your listings in AWS Marketplace. You should also be able to demonstrate
robust feature adoption and ensure your solutions are in alignment with AWS Marketplace sales motions. You are eligible
for up to $300k in AWS Marketplace MDF investment and must commit to share results through the APN Customer
Engagements (ACE) Program.

Advantage:
To qualify for this invitation-only package, you need to demonstrate growth potential, have a strong AWS Marketplace
feature adoption, and have made commitments to building demand for your listing(s) in AWS Marketplace. You are eligible
for up to $75k in AWS Marketplace MDF investment and must commit to share results through the ACE Program.

Select:
To qualify for this invitation-only package, you need to have a paid listing in AWS Marketplace. You are typically laying
the foundation to scale your GTM strategy by building AWS Marketplace into your sales compensation plan and adopting
AWS Marketplace features to effectively support your customers. You are eligible for up to $20k in AWS Marketplace MDF
investment and must commit to share results through the ACE Program.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 6
AWS Marketplace MDF Requirements
Premium Advantage Select

1. AWS Marketplace readiness

Invitation-only program   
AWS Marketplace revenue commitment in 2023:

Infrastructure partners: Gross Software Sales (GSS) commitment $50MM+ $15MM+ $2M+

Vertical partners: Total Contract Value (TCV) commitment $50MM+ $10MM+ $2M+

ADX partners: Total Contract Value (TCV) commitment $30MM+ $3MM+

Revenue ownership: CRO/Sales Leader and CMO ownership

Required Required Preferred
of AWS Marketplace revenue target

Sales compensation: Sales and Channel teams have compensation

Required Required Preferred
parity for all AWS Marketplace revenue

Paid public listing in AWS Marketplace Required Required Required

ACE participation is required Required Required Required

2. GTM readiness

GTM strategy: Partner has: 1) defined AWS Marketplace GTM strategy,

aligned to the AWS Marketplace sales goals documented in sales plan
Required Required Preferred
and, 2) operational plan to progress GTM-driven leads and opportunities
for transacting in AWS Marketplace

GTM investment: Budget commitment to invest in partner-led and

up to $300K up to $75K up to $20K
AWS-partner “joint” GTM motion

Campaign metrics: Share performance data through ACE Required Required Required

GTM resourcing:

GTM resource for AWS Marketplace GTM execution Assigned Assigned Assigned

Business Intelligence (BI) resource to track and share full-funnel

Assigned Assigned
performance data on GTM execution

Sales resource to follow-up on GTM-driven leads for conversion

Assigned Assigned
to pipeline and wins

Customer success: Publicly referenceable customer reference(s) 3 or more 2 or more 1 or more

Joint messaging and promotion: Must develop joint partner and AWS
Marketplace messaging and commit to driving partner-led/joint GTM
Required Required Required
traffic to AWS landing page on partner’s website with call-to-action to
AWS Marketplace

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 7
AWS Marketplace MDF Cash
AWS Marketplace MDF Cash offsets up to 50% of the actual costs for eligible marketing activities that focus on AWS
Marketplace demand generation campaigns (see Eligibility section below for a list of eligible activities). The campaigns
should drive customer interest, generate awareness of an AWS solution or service offerings on AWS Marketplace to build
your sales pipeline. AWS Marketplace MDF supports your GTM plan and helps offset your approved marketing costs.

AWS Marketplace MDF key dates & best practices

Date Reminder Tool

Benefits expiration & activity requests: Up to 100% of AWS Marketplace MDF Cash
June 30, 2023 may expire if not associated with an approved marketing activity in AWS Partner APFP
Funding Portal (APFP).

Cash activity requests: AWS Marketplace MDF Cash requests must be submitted for
December 1, 2023 APFP
approval prior to December 1.

Fund claims: All cash claims must be submitted within 30 days after the activity
completion date and prior to December 15.
December 15, 2023 APFP
Any unused AWS Marketplace MDF or unclaimed AWS Marketplace MDF will not
carry over to the next year.

Invoices: Last day to submit invoices in Amazon Payee Central. After an APFP claim
Amazon
January 30, 2024 is approved, invoices must be submitted in Amazon Payee Central within 30 days,
Payee Central
and prior to January 30.

What can I do to ensure successful use of AWS Funding Benefits?

Here are a few requirements to remember as you manage requests, claims, and invoices:

• Fund requests must be submitted at least two weeks before your planned start date. Any activities that are approved by
AWS indicates that you remain eligible to receive applicable funding or other benefits, but it is not a guarantee that you
will receive such funding or benefits, nor does it create any obligation for AWS.
• To be eligible for funding, you must submit a claim within 30 days of the end date, or it will be cancelled automatically
and you will not receive any funding from AWS.
• Before you can submit an invoice in Amazon Payee Central, you must have received your purchase order details from AWS.
• When you start your claim, have your Proof of Performance (POP) document available. For MDF, it is third-party itemized
receipts with actual project dates and actual costs including tax.
• Only cash may be requested for a cash expenditure.
• November 15 is the last day to submit activities for pre-approval for a current calendar year.
• December 15 is the last day to claim for projects in the current calendar year.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 8
Eligible cash & AWS Marketplace MDF activities
All eligible activities must have an AWS Marketplace call to action or drive traffic and leads to your AWS Marketplace listing.

Eligible activity Description

End customer events Execution and promotion of an in-person or virtual event that showcases your AWS solution
(in person and virtual) (i.e., networking, sporting, round tables, partner-hosted).

Webinars led by AWS Partners focused exclusively on your AWS solutions, or joint events
Customer focused webinars
with other vendors that demonstrate your AWS solution.

Display advertising
Advertising support across display, paid search, SEO, or social media.
and search marketing

Templates; Design; Execution (i.e., Marketo Eloqua), Web copy; Landing pages; Microsites;
Email campaign
Design; Development.

Industry conference event Participation in a third-party industry or technology conference to showcase your AWS solutions.

Lead list purchase List purchase; List enhancement/enrichment.

AWS Event Sponsors can use AWS Marketplace MDF to support networking events (focused
Customer event (associated exclusively on your AWS solutions) alongside AWS events (i.e., re:Invent, Summits), so long as you
with an AWS-led event) are sponsoring said AWS event and agree to comply with AWS Sponsorship Rules & Guidelines (see
your Sponsor event portal for more details).

Partner produced case study

Customer case study on a completed deployment that showcases your AWS solutions.
(written and/or video)

Development and design of partner marketing and sales content (i.e., whitepaper, e-book,
Partner sales content
solution brief, technical brief, landing pages) that showcases your AWS solutions.

Partner sales kick off (SKO) AWS Partner event focused on your annual sales strategy and GTM with AWS.

Call campaigns and supporting assets (i.e., battlecard, sales call script, first called deck,
Telemarketing campaigns
telesales outreach) that showcases your AWS solutions.

AWS-led joint campaign AWS-led joint campaign focusing on highlighting value that AWS and a select set
(invite only) of AWS Partners provide to customers.

Logo items specifically associated with a AWS Marketplace MDF activity or AWS marketing
Gifts/giveaways/swag
campaign.

Social and recreational costs for training or marketing events that showcase your AWS solutions.
Social/recreational events
AWS provided opportunity to participate, provide training and materials.

Cost to host video conference services (i.e., Zoom, GoToMeeting, WebEx) for events that showcase
Video conferencing
your AWS solutions.

Catering of food, beverages and gratuities associated with an event that showcases your
Catering
AWS solutions. Food vouchers for virtual events (i.e., Doordash, Grubhub, Postmates).

For more information reference MDF Quick Guide.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 9
AWS Partner Funding Portal

AWS Partner Funding Portal (APFP) offers a “one-stop shop” to handle all your originated
funding use cases. It provides a unified start and end for participation in standard APN Build,
Market, Sell motion funding benefits.

Using APFP, you can create, update, and track all funding activities throughout the funding lifecycle with clear visibility
and awareness via real-time notifications as well as partner funding dashboards. APFP allows you to self-serve your
funding needs based on path eligibility while incorporating access to all eligible users. Amazon Payee Central is a secure
portal that allows you to onboard to our platform for full visibility into your payment relationship with Amazon. You can
set up and perform updates to your payee information with the highest level of control. After the claim has been approved,
the project requester will be sent a claim approval email with next steps, including required information to create an invoice
in Amazon Payee Central.

Navigating APFP
APFP is used to manage MDF requests and claims, including AWS Marketplace MDF. As a Partner, you can access APFP
through single-sign-on from AWS Partner Central:
1. Log in to AWS Partner Central.
2. Click on “Funding” in the navigation menu.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 10
3. Navigate to the Marketing Development Funds section and click “Apply”.

How to submit an AWS Marketplace MDF request in APFP

1. Navigate to the Funding tab and select AWS Partner Funding Portal. In the Marketing Development Funds box,
select “Apply”.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 11
2. Select the following to start your MDF application:
a. Under Program, select “Marketing Development Fund (MDF)”
b. Under Types of Funding, select “Combo”
c. After selecting “Let’s get started” the system will autosave this fund request and it will be visible in your dashboard

3. Input the following fund request information:

a. Activity/Project Name is a free text field but it is recommended to follow the naming convention of
“MDF | Brief Description of Customer/Activity”
b. Business Description should include the reason for requesting funding, including business justification,
project summary, objectives and success criteria
c. You are not required to select the ‘will this activity be targeting 50% public sector customers?’ box

Select “Save & Next” to move to the next screen and save the details input on the screen.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 12
4. Input the following Project Information:
a. Planned Delivery Start Date (required to be at least 14 days in the future from date of request)
b. Planned Delivery End Date
c. Country Activity is Executed

Select “Save & Next” to move to the next screen and save the details input on the screen.

5. Input the following Cash Request information:

a. Currency
b. Invoice Entity Name
c. Invoice Remit Address
d. Invoice Remit Country

The Cash Request information step is also where you will input Claim information. You can input up to 10 claims per
request and you are not required to claim on all of them. If you anticipate you may need multiple claims, create
them at this time: after you submit your fund request there is no way to add additional claims later on in the process.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 13
For the Cash Claim Plans you are required to input the following fields:
a. MDF Cash Activity Type. You must select an AWS Marketplace related activity from the dropdown –
see below for examples

b. Planned Milestone/Activity Start Date (this must be within the overall project dates)
c. Planned Milestone/Activity End Date (this must be within the overall project dates)
d. Total Cost of MDF Activity (Local Currency)
e. Requested MDF Cash Funding (Local Currency) (this amount cannot be more than
50% of the total cost of the MDF Activity referenced in d.)
f. MDF Campaign # of projected leads

Select “Save & Next” to move to the next screen and save the details input on the screen.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 14
6. Input the following information on the Credit Request page:
a. In the “Value per Credit Code” section, type ‘0’
b. In the “Number of Codes” section, type ‘0’
c. From the “MDF Credit Activity Type” dropdown, select ‘No Credit Activity’

Select “Save & Next” to move to the next screen and save the details input on the screen.

7. You are not required to submit attachments to your fund request. Select “Submit” to send your request
to AWS for approval
8. After your claim has been approved, you will be sent a claim approval email with next steps, including
required information to create an invoice in Amazon Payee Central. See the Amazon Payee Central section

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 15
Reviewing your APFP Dashboard
The Partner Funding Dashboard is the main place to review all of your draft or submitted fund requests and claims in one
place for all APFP supported programs. The Funding Activities section of the dashboard allows filtering based on high
level Template, specific Program, stage of the request or Status of the request. You can also search by Fund Request ID or
Activity Name to find the request you want to review.

There are stages in the dashboard that indicate where a request is in its lifecycle. See below for details of what each stage
in the lifecycle indicates:

Stage Description

A request is set to this stage immediately after it is created, indicating that the fund request
is still in draft stage and has not been submitted to AWS for review.
Created
If you noticed that the request progressed past the Created stage but appears back at Created,
it indicates that AWS requires additional information from you to approve the request.

This stage indicates that the request has been routed to our AWS Business approvers
Business Approval
to validate fund request meets program requirements for approval.

The pre-approval status is a temporary status, and your request should move to the
Finance Approval
Cash Claims status promptly.

The pre-approval status is a temporary status, and your request should move to the
Pre-Approval
Cash Claims status promptly.

The Cash Claim stage will indicate that claims are ready to be submitted by you, the Partner.
You can use this stage to filter in your dashboard to review the fund request and submit the
Cash Claim
actuals for the claim(s). Once the actuals are submitted the fund request will also provide a
link to Amazon Payee Central for the partner to submit invoice.

The completed stage indicates that all cash has been redeemed for the relevant fund request
Completed
and there is no further activity that will be completed for the request/claims.

Tip: The dashboard does not auto refresh – if you have recently submitted a request and want
to see the stage the request is currently in, refresh your page using the dashboard refresh button.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 16
Amazon Payee Central

Amazon Payee Central is a secure portal that provides full visibility into your payment
relationship with Amazon. To receive cash benefits from AWS, setting up an Amazon Payee
Central account is required.

How is Amazon Payee Central different from the

AWS Partner Funding Portal?
1. Amazon Payee Central is used by payees to invoice AWS and receive payment to a designated account
2. AWS Partner Central is a secure portal for to access and manage the benefits of your AWS Partner Network membership
3. APFP is a portal, accessed by single sign-on through the Funding tab in AWS Partner Central, for AWS Partners to
self-serve submittal of activity requests and claims

When do I need to use Amazon Payee Central?

After the claim has been approved, the project requester will be sent a claim approval email with next steps, including
required information to create an invoice in Amazon Payee Central.
If your business would like to receive payment to more than one legal entity, each legal entity will require its own Amazon
Payee Central account. However, AWS does not require multiple Amazon Payee Central accounts if your organization is able
to accommodate receiving payment for global activities to a centralized entity.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 17
How to request an invitation to Amazon Payee Central
Amazon Payee Central is used by multiple teams at Amazon and AWS for different purposes. To ensure that your company
is set up correctly to receive reimbursement for your APN cash funding, you must request an invitation through APN
Support using the following steps:

1. Log in to AWS Partner Central

2. Select Support, Contact Support to open a new case
3. Select “APN Funding” and from the drop down menu select “Payee Central Setup”
4. Provide the following information: Legal Entity, Admin Name, Admin Email, and Country
5. Click “Submit” to have AWS send out an Amazon Payee Central invitation within two business days
6. A member of APN Support may reach out to you via email requesting additional information.
Please respond to that email to complete the invitation process
7. Within two days from case submission, the Admin whose information you provided in your request will receive an
email from [email protected] titled “Welcome to Amazon Payee Central”. Be sure to have them
check their spam folder if they have not seen the invitation within two business days. Once they open invitation from
[email protected] titled “Welcome to Amazon Payee Central”, have them follow the instructions
in the email to create their login

How to log in to Amazon Payee Central for the first time

1. Go to Amazon Payee Central
2. Enter the email address where you received your Amazon Payee Central invitation
3. Click “Next”
4. Once logged in, you will see the Amazon Payee Central home page

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 18
AWS Partner Funding Benefits Policy
Below are policies and requirements that apply to all AWS Partner Funding Benefits:

• All funding and other benefits are provided at the discretion of AWS.
• You must adhere to all AWS Partner Funding Benefits and programs deadlines to remain eligible for AWS Partner
Funding Benefits.
• Any receipt of funding or other benefits are subject to the AWS Partner Network Terms and Conditions
(the “APN Terms”), as may be updated by AWS from time to time.
• As a pre-requisite to receive cash funding benefits, you must complete required Amazon Payee Central
registration and associated tax interview.
• Any receipt of AWS Promotional Credits is subject to the AWS Promotional Credit Terms & Conditions
(Promotional Credit Terms), as may be updated by AWS from time to time. Dollar values assigned to benefits
as described herein merely represent dollar value equivalents solely for purposes of defining the scope of the
available benefit. AWS Promotional Credits are not redeemable or exchangeable forcash under any circumstance.
• Expired or cancelled AWS Partner Funding Benefits will not be extended or reinstated.
• Funding must be pre-approved by the APN funding team for all activities or projects prior to their start date.
• Funding amounts pre-approved by the APN funding team include any applicable taxes and fees associated
with the activity. Amazon Payee Central has been designed to show if indirect taxes (e.g. VAT or GST) above the
pre-approved funding amount are acceptable in specific tax settings. AWS Partners can find more information
on tax and legal terms in the purchase order or by reaching out to Amazon Payee Central
• Pre-approval by the APN funding team indicates that you are eligible to receive applicable funding or other
benefits, but it is not a guarantee that you will receive such funding or benefits, nor does it create any obligation
for AWS.
• Funding and other benefits are subject to availability.
• Fund claims need to be submitted upon project/activity completion. Multiple fund claims against one
project/activity will be subject to additional approval.
• Travel and accommodation expenses are ineligible for funding.
• All claims require submission of proof of performance (POP) for validation and to assess compliance.
• The APN funding team may request additional details regarding your projects and activities as part of the
AWS Partner Funding Benefits in accordance with the Compliance Guidelines below.
• You must remain in compliance with the APN Terms, including the timely payment of all applicable APN fees.

For more information reference MDF Quick Guide.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 19
APN Customer
Engagements Program

Partners participating in the Marketing Concierge Program for ISVs are required to share GTM
performance data with AWS through the APN Customer Engagements (ACE) Program. The ACE
Program allows you to securely collaborate and co-sell with AWS, drive successful customer
engagements, and grow your business. Please note, participation in the program and AWS
Marketplace MDF reimbursement are contingent on meeting this data sharing requirement,
without exception.

Prior to participation in the ACE Program, including access to the ACE Pipeline Manager, you are required to accept the ACE
Terms and Conditions. Only the Alliance Lead at your firm is able to accept the Terms and Conditions. The Alliance Lead is
prompted to accept the Terms and Conditions the first time the ACE Pipeline Manager is accessed.

Partner Alliance Leads can reference the ACE T&Cs after they have been accepted by following
the steps below:
1. Log in to AWS Partner Central
2. Select “Partner scorecard” under the My Company tab
3. Click “ACE Program Terms Acceptance Date” under Additional Details

Program Terms & Conditions

Thank you for attempting to use the APN Lead and Opportunity Management Tool. We’ve released new APN
Customer Engagements Program Terms and Conditions and they must be accepted by the Partner Alliance Lead
in your firm before you’re able to proceed.

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 How to tag
Marketing campaign
Concierge opportunities
Program in ACE Engagements
for ISVs / APN Customer

Partners participating in the Marketing Concierge Program for ISVs are required to submit GTM performance
data in ACE. See below for guidance on how partners should tag opportunities in ACE.
1. Once a lead from the campaign converts to an opportunity, add the new opportunity in ACE
2. Select the appropriate campaign type
3. In the AWS Marketing Salesforce Campaign Name field, add your unique AWS Marketplace MDF campaign
code. Your unique AWS Marketplace MDF campaign code will be provided to you by your vPMM/PMM or
Partner Development Manager (PDM)
4. Submit the opportunity to AWS

Contact your PDM for additional ACE support.

For more information check out APFP User Guide and ACE Customer Engagements (ACE) Guide.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 21
Getting Started

180-Day GTM AWS Marketplace Academy

AWS Marketplace GTM Academy provides self-service marketing resources and guidance to enable you to build, activate,
and track performance of demand generation campaign in AWS Marketplace. AWS Marketplace Academy is available to:
1. Partners new to AWS Marketplace, who want to progress to the next level, and wish to be part of the GTM program
2. Partners already in the GTM program but want to learn how to build GTM or demand generation campaigns
3. Partners not a part of the GTM program but want to use the self-service resources as a launchpad for growth

The AWS Marketplace Academy contains a sub-portal called the 180-day Academy with six in-depth modules to take you
from build to execution of a campaign. The modules contain videos, webcasts, exercises, templates, and a self-service
workshop that allow you to move through the materials at your own pace and eventually become certified to execute
on GTM campaigns in AWS Marketplace.
If you need to execute something immediately, there is also a “Quick-start” module containing curated assets from the six
in-depth modules for quick execution. Upon completion of the six suggested modules or the 180-day Academy, and upon
sharing telemetry on the executed campaign, you will receive an Academy badge. You will also be considered part of the

180-day GTM Academy phases

GTM program during the next nomination cycle, should you choose, and if you meet all requirements.

• Customer cloud adoption and AWS Marketplace value proposition

Understand the
T-90 Fundamentals
• Customer use case and messaging framework
• GTM strategy

Develop Your • Campaign development, including KPIs and ROI, CRM and marketing automation, as well as lead management
T-60 GTM Campaign • Asset development, including Level 1 and Level 2 foundational elements

Prepare • Campaign tactics, including promotional, nurturing, and retargeting tactics

T-30 to Launch • Sales enablement planning and resources

AWS Marketplace listing launch

Execute • Build campaign assets, including promotional, nurturing, and retargeting assets
T+30 Your Campaign • Drive demand with paid search, social media, email, live events, and content syndication

Measure, Track, and • Reporting, including reporting and tracking tools, KPIs, and sales funnel
T+60 Report GTM Metrics • Optimization, including A/B testing and behavioral lead scoring

Expand • Consulting Partner planning

T+90 Your Reach • Consulting Partner activation

© 2021, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 22
Partners registering for AWS Marketplace for the first time:
1. Log in to AWS Marketplace Management Portal (AMMP) using partner account
2. Click on the 180-day GTM Academy link in the “AWS Marketplace Resources” or the “Announcements” section to register
3. Once registered, sign in at awsmarketplaceacademy.com

Partners returning to AWS Marketplace portal:

1. Sign in at awsmarketplaceacademy.com

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 23
Resources

AWS Marketplace Academy Portal Amazon Payee Central

Self-service online portal providing GTM campaign Submit invoices directly to Amazon while securely
guidance. Access from AWS Marketplace Management managing and updating your account information.
Portal (AMMP). AWS Partner Funding Portal
AWS Partner Creative and Messaging Guide Offers a “one-stop-shop” to handle all partner-originated
This guide is designed for AWS Partners and AWS funding use cases. AWS Partner Funding Portal (APFP)
Marketplace Partners to determine which visual and allows you to create, update, and track all activities
verbal branding treatments to use in each marketing throughout the funding lifecycle.
scenario, including guidance on AWS logo, partner AWS Partner Funding Portal Guide
badges, messaging, and more. Provides insights on how to use AWS Partner Funding Portal.
AWS Partner Marketing Central MDF Quick Guide
Provides marketing tools to help AWS Partners generate
demand for solutions on AWS. (Log in to AWS Partner Partner Handbook
Central and select Market). An easy-to-use manual to get started with AWS. Learn about
key partner benefits, programs, and resources to help you
Register with APN build, market, and sell to customers.
Join the AWS Partner Network and leverage training,
enablement resources, tools, and more.
Getting started as an AWS Marketplace Partner
Review the requirements to sell your solutions in
AWS Marketplace and follow the steps to register.
APN Customer Engagements Program
Allows you to securely collaborate and co-sell
with AWS, drive successful customer engagements,
and grow your business.

© 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved. 24