Proformity: Qualified AWS Co-Sell Pipeline for ISVs

The problem: AWS's own data shows that ISVs who close more than 10 Marketplace transactions see the channel become self-sustaining: AWS account team attention, co-sell momentum, compounding pipeline. Below that threshold, most listings are dormant: live, technically reviewed, sometimes registered for AWS co-sell, and producing nothing. The infrastructure is paid for. The net-new pipeline and internal capability that would activate it aren't there.

What we do: Proformity runs outbound and qualification specifically against AWS Marketplace buyers. We target accounts with committed AWS spend, then evidence the buyer's pain and business value, how they would buy (procurement route), access to the person who can say yes, and real urgency. Each opportunity that meets our MEDDPICC-based standard is registered in AWS's co-sell system (ACE) before handoff, visible to your AWS account team, and reaches your AE as a Sales Qualified Opportunity with a written qualification report. This is net-new pipeline, not a repackaging of existing deals. We also train your sales team in the same MEDDPICC-based qualification process: how to spot a real AWS committed-spend buyer, what to ask, and how to hand a qualified opportunity to an AE cleanly, so the motion stays inside your business after the engagement ends.

Where we fit: marketplace automation platforms give you the system of record, CRM-to-ACE sync and marketplace workflow automation. Technical AWS partners handle readiness, security, DevOps and implementation. Neither generates qualified pipeline for you. Proformity fills that commercial gap, and our SQOs flow into the co-sell process you already run. Where you need automation or technical work, we refer you to specialist partners.

How it's packaged: two fixed-fee packages, priced against a defined number of SQOs, not hours or a retainer. Light: 5 SQOs, 3-month initial term. Full: 10 SQOs, 6-month initial term. If the target isn't met in the initial term, we extend by 3 months at no additional fee (maximum 6 months for Light, 9 for Full). Both include the same consulting depth, qualification standard and team training; only volume differs. No per-opportunity rate card, no à la carte pricing. Pricing via private offer only.

Who this is for: AWS ISVs with a live AWS Marketplace listing and fewer than 10 closed transactions, with or without AWS co-sell registration or a marketplace automation platform in place.

Delivered by Proformity, an AWS Marketplace go-to-market consultancy built to convert listed-but-inactive ISVs into active, transacting Marketplace sellers. Our qualification standard was built and proven by founder Andrew Morris, author of ALIGNED: The Playbook for Accelerating AWS Partnerships, across AWS Marketplace pipeline engagements including Camunda ($6M pipeline generated, $3.5M closed in 7 months) and n8n.io ($5M+ pipeline generated, $3.7M in Marketplace revenue closed in 5 months), plus results from Andrew's prior in-house work at SEON ($8M pipeline generated, $4M closed in 12 months) and Splunk ($10M revenue closed in 18 months). The same standard and delivery team apply to every engagement, regardless of package size.

This service relates to AWS Marketplace and AWS Partner Network (ACE): engagement outputs are registered against your own AWS Marketplace listing and ACE co-sell pipeline.