AWS Partner Pro Tactics: Accelerate Your Partner Growth

Navigating the AWS Partner Network (APN) can feel overwhelming, especially if you’re trying to stand out among thousands of global partners. But with the right AWS Partner Pro Tactics, you can cut through the noise, unlock exclusive benefits, and drive consistent revenue growth.

These aren’t generic partner onboarding tips. They’re proven, actionable strategies used by top-performing APN members across all tiers to maximize their partnership ROI. Whether you’re a new Select tier partner or a long-standing Premier partner, these tactics will help you grow faster.

What Are AWS Partner Pro Tactics?

AWS Partner Pro Tactics are intentional, data-backed strategies designed to help APN members get more value from their partnership. They go beyond basic requirements like completing onboarding or earning a single certification.

Instead, these tactics focus on aligning your business goals with AWS’s partner programs, so you unlock perks like marketing funds, technical support credits, and high-quality lead gen opportunities faster.

Top AWS Partner Pro Tactics to Implement Today

1. Optimize Your APN Profile for Visibility

Your APN profile is your public storefront for AWS customers and internal AWS teams. A incomplete or generic profile means missed co-sell opportunities and lower search rankings in AWS’s Partner Solutions Finder.

To optimize your profile:

• Highlight AWS-specific solutions, not just general IT services
• Add 2-3 customer case studies with quantifiable AWS metrics (e.g., “Reduced customer’s AWS spend by 40% using our cost optimization tool”)
• List all active AWS certifications for your team, including associate, professional, and specialty credentials
• Tag your top 3-5 service areas (e.g., cloud migration, DevOps, security) to improve search matching

2. Lean Into Co-Sell Programs Early

Co-selling with AWS is one of the highest-impact AWS Partner Pro Tactics you can use. Per AWS’s 2024 Partner Success Report, partners that actively participate in co-sell programs see 2x higher annual recurring revenue (ARR) than those that don’t.

Co-sell deals also close 30% faster on average, because AWS sales teams already have existing relationships with the prospects.

Get started with co-sell by:

• Scheduling quarterly check-ins with your assigned AWS Partner Development Manager (PDM)
• Using the AWS Co-Sell Portal to track joint opportunities and share deal details securely
• Tagging all AWS-relevant deals in your CRM with a custom “AWS” field to measure co-sell impact

3. Unlock Tier-Specific Benefits Fast

Every APN tier (Select, Advanced, Premier) comes with exclusive, underused benefits. Don’t wait until you hit the next tier to start using perks you’ve already earned.

For example:

• Select partners get access to free AWS technical training and basic marketing templates
• Advanced partners unlock co-branded event sponsorships and up to $5k in AWS marketing development funds (MDF)
• Premier partners receive dedicated solutions architect support and priority access to new AWS program beta tests

If you’re working towards a higher tier, follow our step-by-step guide to climbing the AWS Partner tier ladder to hit milestones faster.

4. Build AWS-Specific Technical Credentials

AWS certifications for your team aren’t just resume boosters. They qualify you for exclusive programs like the AWS Service Delivery Program, which lets you display niche-specific badges (e.g., AWS Lambda Service Delivery, Amazon RDS Service Delivery) on your profile.

Customers are 4x more likely to engage partners with validated service delivery badges, per internal AWS partner data. Aim for at least 2-3 team members to earn role-specific AWS certifications within your first 6 months as a partner.

Get your team certified faster with our top AWS certifications for partner teams in 2024.

5. Leverage AWS Partner Marketing Resources

AWS offers a free, underused portal called Partner Marketing Central, packed with co-branded content, social media templates, and campaign guides. Use these resources to run targeted campaigns that highlight your AWS expertise, rather than generic IT services.

You can also apply for AWS MDF to cover up to 50% of eligible marketing campaign costs, once you hit Advanced tier.

Advanced AWS Partner Pro Tactics for Scaling

Use AWS Partner Solutions Finder to Win Leads

AWS Partner Solutions Finder is the public directory customers use to find vetted AWS partners. Optimize your listing with targeted keywords related to your niche (e.g., “AWS healthcare partners,” “AWS DevOps partners for SMBs”) to rank higher in search results.

Update your Solutions Finder profile quarterly with new case studies and services to maintain high visibility.

Participate in AWS Competency Programs

Competencies are vertical or solution-specific validations from AWS (e.g., Healthcare Competency, Financial Services Competency, DevOps Competency). They require rigorous auditing, but they position you as a top expert in your niche.

Partners with at least one AWS Competency see 3x higher average deal sizes than those without, according to APN performance data.

Track Metrics That Matter

Don’t just track total company revenue. To refine your AWS Partner Pro Tactics, track APN-specific metrics:

• AWS-attributed ARR (revenue tied directly to AWS solutions)
• Co-sell deal volume and close rate
• Team AWS certification completion rate
• APN profile and Partner Solutions Finder views

Review these metrics quarterly to double down on tactics that work and drop those that don’t.

Frequently Asked Questions

Conclusion

AWS Partner Pro Tactics are about being intentional, not just ticking boxes to meet APN requirements. The APN is a powerful growth engine, but only if you use it strategically to align with your business goals.

Start with 1-2 high-impact tactics from this list, measure your results, and scale from there. You’ll be surprised how quickly your partnership ROI grows when you stop treating your APN membership as a badge, and start treating it as a core growth channel.