Sell smarter with AWS: New agentic capabilities accelerate time to revenue

By Tom Thayer, Global Leader, ACE Program – AWS 
By Raj Kandaswamy, Principal PMT – AWS

AI is fundamentally changing how sales teams operate, reducing time spent on operational tasks and freeing them to focus on what matters most: building relationships and delivering customer outcomes.

Building on the AWS Partner Central agentic experience launched in March, we’re introducing new capabilities that support you at every stage of selling—from identifying the right leads and creating stronger opportunities to getting real-time insights and selling support on every deal you share with Amazon Web Services (AWS).

In this post, we’ll walk you through how these new capabilities help you build a stronger pipeline, accelerate deal progression, and get real-time qualification and guidance on every opportunity.

Drive stronger pipeline with propensity insights

A healthy pipeline is the foundation of sales success, but not all leads are created equal. When you know which prospects have the highest propensity to buy, you can focus your time on the right opportunities and move faster from outreach to close.

Partners can now submit marketing and sales leads in AWS Partner Central to receive propensity insights that increase lead conversion. This new feature helps you build a stronger pipeline by focusing on the leads most likely to convert. Submit your own leads and receive:

• Propensity insights to prioritize outreach on leads with the highest likelihood of conversion.
• Recommendations on which leads are eligible for programs, funding benefits, and sales motions.

These insights are only the beginning. Upcoming enhancements will include tailored sales messaging, like sales plays, call scripts, and email templates to support your outreach.

Figure 1 – View propensity insights, program eligibility, and recommended next steps for each lead you submit. 

Once you’ve nurtured your strongest leads, you’re ready to create opportunities in ACE (APN Customer Engagements) with real-time selling support to help you close deals faster.

Accelerate deal progression with meaningful engagement on every opportunity

Partners told us they need faster, higher-quality engagement on co-sell submissions to increase deal velocity and reclaim time for strategic customer conversations. With 65% of Partners reporting higher close rates and 54% seeing larger deals as a result of co-sell motions (Canalys, 2024), we’re making selling with AWS faster, smarter, and more actionable on every opportunity.

To help you reduce sales cycles and accelerate time to revenue, every opportunity you submit through ACE now gets data-driven insights and real-time support. With these enhancements, you can:

• Get selling support on every opportunity: Data-driven insights and tailored recommendations from the agent to keep your deals progressing.
• Accelerate deal progression: Whether co-selling with AWS or progressing with agent support, you keep deals moving with sales plays, customer insights, funding eligibility, and resources to help you close.

Getting started is simple. To create an opportunity, describe a deal in plain language, upload meeting notes or a proposal, or clone an existing opportunity. Coordination happens automatically: the agent initiates workflows on your behalf, pre-populating available data, validating details, and populating customer information, so your team spends time on decisions, not data entry.

Get real-time qualification and opportunity insights

When you submit an opportunity in ACE, the agent qualifies it in real-time and delivers tailored guidance on where the opportunity stands, what actions to take, and recommendations to progress the deal.

Every opportunity receives 24/7 agent support and is matched to a co-sell motion based on the data in your submission:

• AWS Field-engaged: Your opportunity is ready and matched with an AWS sales team for direct collaboration.
• Agent-engaged: Your opportunity is qualified by the agent, with actionable insights to strengthen your submission and increase the likelihood of AWS sales team engagement.
• Partner-led: You have 24/7 agent support, including sales plays, customer insights, and resources, to help you close faster, while you own and drive the opportunity.

Each opportunity also receives an Opportunity Quality Score, a data-driven indicator of how well your submission aligns with what drives successful co-selling. This score is a key input into which co-sell motion your opportunity receives. The agent provides recommendations to improve your score on every opportunity, giving you a clear path to strengthen your submission and increase engagement from AWS.

AWS sellers see this score as well. As your Opportunity Quality Score increases, so does the likelihood of direct engagement with AWS sales team.

Opportunities are continuously rescored as you improve your submission data. As you add detail, refine your business case, or update deal context, the score recalculates in real time. For Agent-engaged opportunities, this can move you closer to AWS Field-engaged as your score strengthens.

Figure 2 – Get data-driven insights on where your deal stands and specific recommendations to strengthen your submission. 

We’re also extending Express Private Offers to accelerate co-sell deals by automating custom pricing deals directly to AWS Marketplace customers. When you enable Express Private Offers on your product, an AWS sales representative can identify your solution as the right fit for a customer and invite the customer to receive personalized pricing. You gain direct engagement with high-purchase intent customers, and deals close faster because the friction is eliminated.

Maximize your Opportunity Quality Score

To strengthen your score, focus on these actions:

• Be specific in your opportunity description: Include the customer use case, desired business outcome, and relevant AWS services.
• Keep your data current: Regularly update the opportunity stage, next steps, estimated revenue, and ensure correct industry and use-case tagging.
• Tag your solutions and AWS products: Attach your AWS Partner Solutions and list the AWS services involved in delivery. This helps the agent match your opportunity to the right engagement motion.
• Assign the correct sales team member: Insights and recommendations are delivered directly to the seller on the opportunity. Make sure the right person is listed so they can act immediately.

 Figure 3 – Chat with the agent to get recommendations on strengthening your score. 

Connect agents to your existing tools

Engage directly with agents in AWS Partner Central for real-time guidance and next-step recommendations. You can also connect your existing tools and systems directly to agents with the MCP Server—bringing AWS intelligence into the workflows your teams already use.

Explore automation and integration options >> 

Partner testimonial

“The agentic co-sell experience provides the right level of AWS engagement without taking over account management from our reseller network,” said Danny Banks, Technical Director, Business Development at WatchGuard. “The agent enables us to advance opportunities more efficiently while continuing to refine qualification processes, which will ultimately result in better-aligned, higher-quality engagements. Strengthening co-sell engagement with AWS sellers remains our ultimate objective, and these agentic capabilities guide us on that path to ensure the highest level of service and value for our shared customers.”

Get started

Submit your leads and receive propensity insights to build your pipeline, create and manage opportunities with agent support, and get real-time recommendations to strengthen and progress every deal.

Agents are available today for Partners who have migrated to AWS Partner Central in the AWS Console.

Here’s how to get started: 

• Migrate to the AWS Partner Central experience in the AWS Console if you haven’t already. For step-by-step guidance, review the Migration Guide.
• New Partners: Register as an AWS Partner in the AWS Console. Agentic capabilities can help you go from registration to ready-to-sell in days. Learn more >>

More agentic capabilities are coming to support Partners at every stage of their journey, from pipeline to close.