You've listed. You've submitted. You've engaged AWS. It's still not producing pipeline.
AWS isn't the problem. Your motion isn't converting into pipeline.
You have a Marketplace listing. You've submitted ACE opportunities. You've talked to your PDM. And pipeline from the AWS channel is inconsistent or nonexistent.
This isn't a strategy problem. It's execution. You need a system that gets built — and handed to you running.
16 weeks. A pipeline system. Owned by your team.
Built AWS Marketplace GTM engine behind 200+ ISVs
7 years operating inside AWS
Pipeline in 16 weeks. Not after.
AWS co-funds your demand gen — up to 50%
The Pattern
You've already tried this.
You listed on Marketplace. You submitted ACE opportunities. You met with your PDM. You ran a webinar. Maybe AWS even sent you a few leads.
None of it turned into a repeatable pipeline.
That's not unusual. Most ISVs hit the same wall.
The listing sits. The ACE submissions go unanswered. The PDM goes quiet.
Deals keep closing direct — because no one built the workflow to route them through Marketplace.
Nothing compounds. Every quarter resets to zero.
A listing isn't a channel. Submissions aren't a motion.
This isn't an AWS problem. It's a system problem.
The Fix
You don't need another AWS strategy. You need a system that gets built — and runs.
Crucible builds the system. Not advice — execution.
ACE infrastructure. PDM activation. Private Offer workflows. AE enablement. Built inside your team — and handed to you running.
16 weeks. Then it's yours.
The System
Four stages. One pipeline system.
Built in 16 weeks.
Every AWS deal follows the same path — from not considered to closed. Most ISVs break along that path — and never fix where.
Crucible builds the system behind each stage. When the engagement ends, your team runs it.
Reach
Get found
demand
Get engaged
pipeline
Get in deals
revenue
Close deals
REACH. Your listing shows up — in buyer searches and AWS seller recommendations. Account Managers have what they need to bring you into deals.
DEMAND. Buyers take action — trials start, demos get booked, target accounts engage. AWS co-funds the campaigns that drive it.
PIPELINE. Every opportunity has a confirmed buyer action behind it. AEs route deals through Marketplace. AWS co-sells the ones that matter.
REVENUE. Deals close through Marketplace. Attribution compounds. Renewals stay in-channel. Expansion follows.
WHAT WAS BUILT
THE TRACK RECORD Seven years inside AWS. Most recently Head of GTM for AWS Marketplace. Drove hundreds of millions in pipeline and GTM-sourced revenue through the Marketplace partner program.
Built and scaled the Marketplace Seller GTM Program to 200+ ISVs. Designed the ISV tiering system, MDF allocation model, and co-sell infrastructure.
AppDynamics: built the co-sell motion to a nine-figure AWS business.
Matillion: 9x enterprise deal mix through a PAYG-to-land-and-expand pivot.
N2WS: doubled enterprise deal volume through co-sell activation.
These systems were built inside AWS. Crucible brings them to your team.
CLIENT VOICES
"This is how a cloud provider should run GTM with partners."
— Alliance Leader, Snowflake
"We've done nine figures in business with AWS. Our success is heavily attributable to the GTM engagement Nav provided."
— Global Cloud Sales Leader, AppDynamics
Crucible launched in 2026. 4–6 engagements per year. You work directly with the operator. Not a team learning on your account.
FIT
This only works when the conditions are right.
WHEN IT WORKS
$10M–$50M ARR B2B software company. On AWS. Marketplace live or imminent.
Active pipeline — real deals your team is already working. A sales team capable of routing deals. AEs, RevOps, Head of Sales — the operational layer exists.
No repeatable way to turn AWS into revenue. You've tried. It hasn't compounded.
WHEN IT DOESN'T
Pre-revenue or pre-product. Too early. Come back when you have a sales motion.
No AWS presence or no plan to build one.
Looking for strategy, not execution. We don't advise. That's consulting.
THE COST OF INACTION
ISVs that co-sell with AWS close 65% more deals and grow revenue 2x faster.¹
At ~$35K ACV, even three deals per quarter closing direct instead of through Marketplace is $100K+ in lost deal acceleration.
Two deals pay for the engagement. Every quarter without it costs more than that.
IDC (2025); Canalys (2024)
Before every engagement, Crucible runs a co-sell readiness diagnostic. If the motion is viable, we build it. If it's not, we tell you — before you spend anything.
If AWS is part of your GTM, this is how it becomes revenue.
A 30-minute call. We assess your AWS position and determine if the motion is viable — before you commit to anything.
4–6 engagements per year. You work directly with the operator — not a team learning on your account.