When reps have to copy deals from the CRM into AWS Partner Central by hand, co-selling stalls. Automation fixes that — but only if the rules share the right deals. Share everything and AWS starts declining; share too little and you miss the help.
1. Three principles
- Quality over volume. AWS looks at how many of your deals are real and progressing. A smaller set of strong opportunities beats a flood.
- Share when there's something to ask for. A deal is worth sharing when AWS can help: an introduction, funding, or a Marketplace purchase.
- Keep humans in the loop for edge cases. Automate the obvious, review the rest.
2. Rule patterns that work
Share on qualification
When a deal reaches your "qualified" stage and has a named contact, value and close date, share it with AWS. Earlier than that, the details are usually too thin.
Share Marketplace deals early
If the customer plans to buy through AWS Marketplace, share sooner. AWS sellers have a direct reason to help, because the purchase can count for them.
Exclude what AWS can't help with
Skip renewals with no change, very small deals, and customers who don't run on AWS.
Auto-accept matching AWS referrals
When AWS sends you a lead that fits your target segment and region, accept it automatically and assign an owner — speed matters.
3. Fill required fields from the CRM
Map each AWS field to a CRM field so nothing is typed twice: customer name and website, industry, country, use case, AWS services, value, close date and next step. Where the CRM has no good source, add a short required field for reps.
4. Close the loop with alerts
- Tell the deal owner when AWS accepts, declines or asks for more information.
- Send a weekly digest of shared deals with no update in 30 days.
- Report acceptance rate by rep, so coaching goes where it's needed.
Starting point
Begin with two rules — share on qualification and auto-accept matching referrals — run them for a month, then tune. Our Co-Sell setup builds these in your CRM.