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AWS Partnerships, AWS Marketplace & Co-Sell: The Three Faces of AWS | Beyond Co-Sell What happens when AWS is your customer, your partner, and your competitor at the same time? In this episode of Beyond Co-Sell, hosts Andrew Morris (AWS Marketplace Expert & Author of ALIGNED) and Michael Musselman (Co-Founder, PCAN – Partner Cloud Alliance Network) explore the complex reality of building and scaling an AWS partnership. For AWS ISVs, Partner Alliance Leaders, and C-level executives, understanding which part of AWS you’re dealing with can make a major difference. The wrong assumption about an AWS team, product, or sales conversation can create unexpected challenges when new services or competing products enter the market. ⏱️ CHAPTERS 00:00 — Customer, Partner, Enemy: The Three Faces of AWS 03:14 — Stabbed in the Front or the Back 05:12 — The Remora Fish and 200 Services You Don’t All Compete With 06:55 —Why AWS Built a Chatbot, Not an Orchestration Engine 10:58 — Don’t Lie to Me 🔥 WHAT THEY DISCUSS ✅The Three Faces of AWS — How the partner organization, product teams, and sales organization can have very different priorities when working with an AWS ISV. ✅ Roadmap Transparency & Competition — Why understanding AWS product strategy and maintaining strong relationships can help partners prepare for competitive launches. ✅ The Remora Fish Analogy — A candid look at what it means to build a business on top of a hyperscaler’s cloud platform. ✅ Using the Magic Quadrant — How Michael evaluates competing AWS services and determines whether an ISV should integrate, compete, or take a different approach. ✅ AWS Co-Sell Agents & AI — Why Michael believes the current AWS co-sell agent functions more like a documentation-trained chatbot than a true orchestration engine, and what that could mean for AWS partners. ✅ AI Hallucinations — A memorable story involving a Gemini agent that confidently offered to purchase a replacement bike part before admitting it didn’t actually have money. ✅ “Don’t Lie to Me” — A discussion about trust, transparency, and how today’s AI tools should be evaluated when businesses rely on them for important work. 💼 FOR AWS ISVs & PARTNER LEADERS If you lead AWS alliances, partnerships, channel strategy, or go-to-market (GTM), this episode explores how to: • Identify which part of AWS you’re actually negotiating with • Build relationships that improve roadmap visibility • Prepare for competing AWS product launches • Evaluate competing AWS services strategically • Understand the capabilities and limitations of AI-powered co-sell tools • Set realistic expectations around AWS Marketplace and co-sell • Navigate complex cloud partnerships more effectively ☁️ AWS Marketplace, Co-Sell & Cloud Partnerships This conversation goes beyond traditional AWS Partner Network discussions and looks at the realities of AWS Marketplace, AWS ISV partnerships, co-sell strategy, cloud alliances, partner ecosystems, and GTM execution. If you’re an AWS ISV, SaaS company, alliance leader, or executive building a business around AWS, this episode offers a practical perspective on navigating one of the most important relationships in cloud technology. 🔗 Links mentioned in the pod: Partner Cloud Alliance Network & Master CAD – https://www.pcan.cloud/ When to Start Scaling Your AWS Partnership: The Foundational 6 Milestones – https://www.linkedin.com/pulse/when-start-scaling-your-aws-partnership-foundational-michael-9wbqc/ ALIGNED: The Playbook for Accelerating AWS Partnerships – https://www.amazon.com/dp/B0F7Y5JSGN 🔗 Connect on LinkedIn: Andrew – https://www.linkedin.com/in/andrewmorris Michael – https://www.linkedin.com/in/michaelmusselman #AWS #AWSMarketplace #AWSSaaS #BeyondCoSell #AWSISV #ChannelPartners #GTM #CloudPartnerships #PartnerAlliance #AWSCosell #Alliances #AWSPartnerPlan #AWSPartners #CloudStrategy #SaaS

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