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An ISV partnerships manager and an AWS partner development rep reviewing co-sell opportunities on a laptop, a printed opportunity-sharing pipeline and account list on the table, deep navy and warm amber palette

AWS Partner Funding Now Follows Attribution: What Changes in 2027

AWS will use PRM attributed revenue to set AWS partner funding starting in 2027. Here is what changed, why attribution is now money, and the 90-day plan to get ready.

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Editor's Picks

Partner Channel Marketing: What It Is and How It Works

Short answer Short answer: Partner channel marketing is marketing you run with and through your partners to reach their customers, instead of only marketing direct to your own. It covers co-branded campaigns, through-partner demand generation, market development funds, and partner enablement content, and it works when it is tied to a sales motion and to […]

Channel Marketing Best Practices That Actually Work

Short answer Short answer: The channel marketing best practices that hold up are the ones that tie every joint activity to attributable pipeline: a real joint value proposition, funds tied to outcomes, plays that fit the partner’s audience, agreed lead routing, and attribution that shows what produced. They work because they treat channel marketing as […]

Partner Marketing Program: What It Is and How It Works

Short answer Short answer: A partner marketing program is the structured way you plan, fund, and run demand generation together with your partners so both companies create pipeline neither would create alone. It works when the joint activity produces attributable pipeline and both sides can see it, and it fails when it turns into logo […]

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Whether starting with a single sales team or a single partner, any co-sell motion can be live in 2-4 weeks.