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PPA & SCA Negotiation: How AWS Partners Can Unlock More Marketplace Value What if your AWS Marketplace strategy could help you reduce costs, increase leverage, and make better use of your existing software spend? In this episode of Beyond Co-Sell, hosts Andrew Morris, AWS Marketplace expert and author of ALIGNED, and Michael Musselman, Co-Founder of Partner Cloud Alliance Network (PCAN), break down how PPA (Private Pricing Agreement) and SCA (Strategic Collaboration Agreement) work together—and why AWS ISVs should think about negotiating them as part of the same strategy. Instead of treating PPA and SCA negotiations as separate conversations, Andrew and Michael explain how understanding the connection between the two can help AWS Marketplace partners improve commercial outcomes, increase AWS commitments, and reorient existing software spending through AWS Marketplace. ⏱️ TIMESTAMPS 00:00 — What a PPA Actually Is: The Utility Bill Analogy 02:02 — The CFO Conversation: Make Money or Save Money 03:27 — Why Negotiate PPA and SCA Together? 07:04 — Halfway Through Approvals: Is He Using LEAPS Himself? 08:27 — It’s Not Free Money: The AI SCA Give-and-Get 10:00 — The 80% AWS Partner “Zombie Partner” Problem 🔥 WHAT YOU’LL LEARN 💡 Understanding PPA: Learn how the utility-bill analogy makes PPA (formerly EDP) easier to explain to CFOs and business leaders. 💰 Revenue vs. Cost Savings: Understand the “make money or save money” framework and why both approaches can improve the bottom line. 🔗 PPA + SCA Strategy: Discover why negotiating your PPA and SCA together can create more leverage than treating them as completely separate agreements. 📈 AWS Marketplace Spend Reorientation: See how existing software investments in platforms such as Salesforce, CrowdStrike, and Snowflake can potentially be reoriented through AWS Marketplace to support larger AWS commitments. 🎯 LEAPS & Negotiation Strategy: Michael discusses testing PCAN’s LEAPS negotiation tool and explains the reasoning behind the approach. 🤖 AI-Specific SCA: Learn why an AI SCA isn’t simply “free money” and how AWS expects a give-and-get tied to specific AWS consumption. 🧟 AWS Marketplace Partner Engagement: Explore the discussion around inactive or low-transaction AWS Marketplace partners and why simply having a marketplace listing isn’t enough. 🚀 FOR AWS ISVs & PARTNER LEADERS This episode is especially useful for AWS ISVs, Partner Alliance Leaders, C-level executives, channel leaders, cloud partnership teams, and GTM executives looking to improve their AWS Marketplace strategy. You’ll learn how to: • Build a stronger CFO conversation around cost savings and COGS • Identify existing software spend that could potentially move through AWS Marketplace • Understand the commercial expectations behind an AI-focused SCA • Improve your AWS Marketplace commitment strategy • Evaluate whether your company is actively leveraging the AWS partner ecosystem • Think strategically about PPA, SCA, AWS Marketplace, and cloud GTM 🔗 LINKS MENTIONED Partner Cloud Alliance Network (PCAN) & Master CAD: https://www.pcan.cloud/ Learn about LEAPS and PPA/SCA negotiation: https://www.pcan.cloud/leaps ALIGNED: The Playbook for Accelerating AWS Partnerships by Andrew Morris: https://www.amazon.com/dp/B0F7Y5JSGN Connect with Andrew Morris: https://www.linkedin.com/in/andrewmorris Connect with Michael Musselman: https://www.linkedin.com/in/michaelmusselman 🎙️ ABOUT BEYOND CO-SELL Beyond Co-Sell explores the strategies, systems, and real-world challenges behind AWS partnerships, AWS Marketplace, cloud GTM, ISV growth, channel partnerships, and co-selling. Subscribe for more conversations about AWS Marketplace strategy, partner alliances, cloud sales, SaaS partnerships, and B2B growth. What do you think—are most AWS partners leaving Marketplace value on the table? #AWS #AWSMarketplace #AWSSaaS #BeyondCoSell #AWSPartners #AWSISV #CloudPartnerships #PartnerAlliance #MarketplaceStrategy #CoSell #SCA #PPA #CloudGTM #B2BSales #ChannelPartners

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