You're on AWS. You're not in the deals.
Marketplace, co-sell, deal routing — they exist. Pipeline still isn't showing up.
Most ISVs list on Marketplace, submit a few opportunities, and wait. Nothing compounds. The listing sits. The PDM goes quiet. Deals close direct.
Pipeline never shows up.
ISVs that co-sell with AWS close 65% more deals, grow revenue 2x faster, and outpace the rest of their business by 41%.¹ Most never turn it into pipeline.
You have the same listing. You don't have the motion.
16 weeks. A pipeline system. Owned by your team.
Built the AWS Marketplace GTM program from 8 → 200+ ISVs
7 years operating inside AWS
Pipeline in 16 weeks. Not after.
AWS co-funds your demand gen — up to 50%
¹ Canalys, The Power of Partnerships (2024); IDC, AWS Marketplace is a Powerful Growth Engine for Technology Providers (2025)
WHERE IT BREAKS
Your AWS partnership is leaking revenue.
You have the pieces. They don't drive pipeline.
Your listing is live. Buyers don't find it — and AWS doesn't recommend it.
You submit ACE opportunities. Few get accepted — fewer turn into deals.
AWS field teams sell into your accounts every day. You're not part of those deals.
Your AEs close deals. None of them go through Marketplace.
Your customers have EDP budgets. Deals still drag — and rarely go through Marketplace.
If two or more are true, you don't have a demand problem. You have an execution gap.
The demand exists. The infrastructure exists. Nothing connects it to pipeline.
That's why deals never show up.
HOW DEALS ACTUALLY GET CREATED
Every AWS deal follows a predictable path. Your execution is the variable.
Before a deal closes, a buyer moves through four stages. They find you. They engage. They commit. They buy.
Most ISVs lose buyers between reach and demand — visible, but no one engages. The rest lose them before pipeline ever forms. The path exists. No system moves buyers through it consistently.
Reach
Get found
demand
Get engaged
pipeline
Get in deals
revenue
Close deals
Crucible builds the system behind each stage. Here's what it looks like.
STAGE 1
Get found.
AWS sellers rely on internal tools to decide which ISVs to recommend. If your co-sell score isn't built, you don't show up. You're invisible to the field.
Listing rewrite for buyer search and AI discovery. AWS uses conversational AI to match buyers and sellers to listings. If your listing isn't optimized, you don't show up. Crucible rewrites your PDP so buyers and AWS sellers find you when they search your category.
ISVA enrollment and co-sell score activation. ISVA unlocks the SaaS Co-Sell Benefit — AWS sellers earn quota credit when they include you in deals. Without it, they have no incentive. Crucible completes enrollment and starts building your score from Week 1.
First ACE batch and target account mapping. 5–10 qualified opportunities submitted in the first three weeks. 60 target accounts scored by EDP likelihood and AWS field coverage. Every submission builds your co-sell score and increases your visibility to the field.
Seller Activation Pack. Seven assets built for AWS sellers — one-pager, talk tracks, competitive positioning, account briefs. Sellers don't recommend what they can't explain. This gives them the words.
MDF Fund Activation. AWS co-funds demand generation at up to 50%. Crucible designs the campaign, prepares Fund Request, and submits it — so AWS is co-investing in your pipeline.
Your listing shows up in buyer searches and AWS seller tools.
Account Managers have a reason to bring you into deals — and the words to do it.
Your co-sell score starts building.
You go from invisible to in evaluation.
STAGE 2
Get engaged.
This is where most ISVs stall. Reach worked — buyers visit the listing, attend a webinar, start a trial. Then nothing happens.
No follow-up. No conversion. No system that turns a signal into a conversation.
Most teams try to fix this with more campaigns. That's the wrong lever.
The problem isn't volume. Nothing converts into a conversation.
MDF demand engine. The Fund Request from Stage 1 activates here. Crucible runs a three-act campaign — targeted email to 60 named accounts, a co-hosted webinar with your AWS PDM, and AE follow-up within two hours of every target account attendee.
AWS co-funds it. Most teams never activate it.
Trial activation system. Trial starts without follow-up are dead leads. Crucible builds the sequence that converts a signup into an active user — triggered by usage, not timers.
When a buyer hits a milestone, your AE is notified. When usage stalls, re-engagement triggers. Every trial becomes a tracked signal.
ABM outreach sequences. When a target account visits your listing, downloads content, or registers for an event, that signal triggers an AE sequence — personalized email, LinkedIn connection, customer story, and a break-up note.
Every touch references the signal. Not a generic pitch.
PDM-driven introductions. An active PDM opens doors no campaign can. Crucible builds the Joint Business Plan — ICP overlap, target accounts, revenue goals — and establishes the QBR cadence that keeps you visible.
PDM introductions convert 2–3x higher than outbound.
Buyers who find you now have a path to engage — and a system that follows up when they do.
Trial starts convert. Webinar attendees become meetings. Target accounts move from browsing to responding.
You go from in evaluation to in conversation.
STAGE 3
Get in deals.
Conversations happen. Demos get scheduled. Trials hit usage thresholds. Then deals stall.
They sit in CRM for months — no confirmed commitment, no procurement path, no AWS co-sell behind them.
Most pipeline isn't pipeline. It's activity logged as opportunity. A deal without a confirmed buyer action is a forecast risk — not pipeline.
AE enablement and Marketplace routing. AEs avoid Marketplace when commission is unclear or the process adds friction. Crucible removes both.
Commission neutrality is confirmed with Sales and Finance before rollout. Routing adds zero steps to the close.
Clear incentives, zero friction. Deals go through Marketplace.
Pipeline qualification standard. Every opportunity must have a confirmed buyer action — discovery completed, demo attended, Private Offer requested, procurement engaged.
If the buyer hasn't committed real resources, it's not pipeline.
Your pipeline gets smaller. Your close rate goes up.
Private Offer workflow. Most ISVs don't have a defined process to create, track, and close Marketplace Private Offers. Crucible builds it end to end — ownership, request criteria, Deal Desk SLA, and acceptance tracking.
The first 3–5 offers are created alongside your team.
Without this, deals revert to direct.
EDP routing system. Customers with Enterprise Discount Program commitments already have budget allocated to AWS. Routing through Marketplace draws it down.
Procurement drops from 90 days to weeks. Crucible embeds an EDP signal into discovery and flags EDP-likely accounts.
Every EDP deal closed direct is a deal that could have closed faster.
Your AEs route deals through Marketplace — because the incentive is clear and the process is built.
Every opportunity has a confirmed buyer action behind it. AWS Account Managers co-sell the deals that matter.
You go from in conversation to in the deal.
STAGE 4
Close deals.
Deals close. They just don't close through Marketplace.
When they don't, AWS gets no attribution. The AM earns no quota credit. There's no incentive to help you expand, renew, or win the next account.
Every deal that closes direct resets the relationship to zero.
Revenue without attribution doesn't compound. It just counts once.
PAYG → committed contract conversion. PAYG customers are already paying — but usage generates no AM quota credit. AWS has no reason to help you grow the account.
Crucible identifies accounts approaching conversion thresholds, builds the outreach, and structures the Private Offer.
Committed contracts lock revenue, create quota credit, and improve co-sell score. One conversion drives three compounding effects.
Renewal routing through Marketplace. A renewal through Marketplace compounds attribution. A renewal closed direct resets it to zero. Most ISVs don't account for this until it's lost.
Crucible builds the renewal path into the original deal structure — so every renewal strengthens the channel instead of erasing it.
Reference and expansion system. Closed channel deals become your strongest proof and fastest path to the next one. Crucible builds the reference structure and tracks channel-sourced accounts for expansion — upsell, cross-sell, and multi-year commitments through Marketplace.
Every closed deal makes the next one easier to win.
Deals close through Marketplace. AWS earns quota credit. Attribution compounds. AMs have a reason to bring you into the next account.
PAYG converts to committed revenue. Renewals stay in-channel. Expansion follows.
You go from closing deals to building a channel that grows itself.
The Handoff
In 16 weeks, this runs without us.
At the end of 16 weeks, your team owns a functioning system — not a report, not a set of recommendations, not a strategy deck that sits in a shared drive.
A system. Running. Owned by a named operator on your team.
Live KPI dashboard. Stage-by-stage performance with attribution and source taxonomy built in.
Signal Arc metric dictionary. What counts at each stage — defined for your motion.
Channel operating playbook. What to run, what to scale, what to cut.
Pipeline qualification standard. The confirmed buyer action gate your team now enforces.
Weekly operating cadence. Meeting agenda, scorecard, and decision log — the rhythm that keeps the system running.
90-day scale plan. What to scale, what to test, what to stop. Forward-looking, not retrospective.
Ownership transition map. Who owns channel activation, demand operations, pipeline qualification, revenue tracking, and expansion. Named individuals, not teams.
Every system needs a named owner. Not a committee. Not a shared responsibility. One person with a mandate from the CEO — and 30–40% of their time allocated to running what Crucible built.
We identify this person during the diagnostic. If they don't exist, we tell you before the engagement starts.
30 days after handoff, Crucible runs a single system health check — ACE submission volume, target list currency, cadence compliance, and health triggers. A 30-minute review.
If the system is running, that's the last conversation. If it's not, we tell you what's breaking — and why.
Consultants leave deliverables. Agencies create dependency. Crucible builds the system — and hands you the keys.
At Week 17, this is yours.
If this is your current state, we should talk.
The conversation is a diagnostic — not a pitch. We assess your AWS position, determine if the motion is viable, and outline the engagement.
If it's not a fit, we'll tell you before you spend anything.
We'll tell you exactly where your system breaks — and whether it's fixable.
4–6 engagements per year. Direct with the operator who built the system.