AWS Marketplace GTM Strategic Enhancement Plan¶

Executive Summary¶

This document outlines the strategic enhancement plan for Vell's AWS Marketplace GTM capabilities, focusing on the marketing pillar to serve alliance leads, product leads, and marketing leads at AWS ISV partners.

Strategic Position: Best-in-class GTM platform for solo campaigns and co-sell campaigns on AWS Marketplace

Core Assumption: FAL AI deprecated; all AI services run through AWS Bedrock (Claude, Nova 2, Stable Diffusion)

Phase 1: Enhance What You Have¶

1.1 Content Manager - AWS ACE Pipeline Integration¶

Current State: The Content Manager has a sophisticated Co-Sell system with: - JointGTMPlannerCapability - Campaign planning - CoSellMatchingCapability - Partner discovery - AWSCleanRoomsCapability - Account overlap analysis - BrandVoiceMerger - Combined brand messaging

Enhancement: ACE Pipeline Integration

Feature	Description	Measurable KPI
ACE Opportunity Sync	Push co-sell opportunities to AWS Partner Central	Opportunities submitted to ACE
Pipeline Stage Tracking	Sync ACE pipeline stages with Vell	Deal stage accuracy
AWS Field Team Alerts	Notify when AWS engagement requested	Response time reduction
CPPO Proposal Generator	Auto-generate Channel Partner Private Offer proposals	CPPOs created per month

New Capabilities to Add:

// Proposed new capabilities for CapabilityRegistry
'ace_opportunity_sync' => [
    'name' => 'ACE Opportunity Sync',
    'description' => 'Sync co-sell opportunities with AWS Partner Central ACE',
    'credits' => 15,
],
'cppo_proposal_generator' => [
    'name' => 'CPPO Proposal Generator',
    'description' => 'Generate Channel Partner Private Offer proposals',
    'credits' => 25,
],

Co-Sell Playbook Templates:

Template	Use Case	Output
ISV Accelerate Pitch	Partner pitching to AWS for ISV Accelerate	Structured pitch deck
Co-Sell Deal Registration	Register opportunity with AWS	ACE-ready brief
CPPO Proposal	Create private offer for resale	CPPO documentation
Partner QBR	Quarterly business review with AWS	QBR presentation
Win Story Generator	Document co-sell wins	Case study draft

1.2 AI Presentation Maker - AWS-Specific Template Library¶

Current State: Already has 7 AWS-focused templates: - AceBriefTemplate - ACE opportunity briefs - CoSellBriefTemplate - Co-sell briefings - AllianceManagerBriefTemplate - Alliance manager briefings - CompetitiveSnapshotTemplate - Competitive analysis - ListingOptimizationTemplate - Listing optimization - OpportunitySummaryTemplate - Opportunity summaries - ValuePropositionTemplate - Value propositions

Enhancement: Expand Template Library

New Template	Purpose	Target User
`AwsMarketplaceListingTemplate`	Generate optimized Marketplace listings	Product Lead
`PartnerPitchDeckTemplate`	AWS partner value proposition deck	Alliance Lead
`EventFollowUpTemplate`	re:Invent / Summit follow-up content	Marketing Lead
`AnalystBriefingTemplate`	Analyst/press briefing materials	Marketing Lead
`CustomerSuccessStoryTemplate`	AWS-focused case study	Marketing Lead
`CompetitorBattlecardTemplate`	Sales battlecard vs competition	Product Lead
`JointGtmDeckTemplate`	Co-sell partner presentation	Alliance Lead
`AmazonQuickSightDashboardTemplate`	KPI dashboard narratives	All Leads

Template Enhancement: A/B Testing for Marketplace Listings

The existing A/B testing infrastructure (AbTest, AbTestVariant, ListingMetric) can be enhanced:

// Extend AbTest for Marketplace listings
class MarketplaceAbTest extends AbTest
{
    // Track which listing variant performs better
    public function trackMetric(string $variantId, string $metric, float $value): void
    {
        // Metrics: impressions, clicks, trials_started, conversions, revenue
    }
}

Phase 2: Install High-Impact New Extension¶

2.1 URL to Video AD for AWS Marketplace¶

Current State: Extension registered but not installed (url-to-video in MarketplaceServiceProvider)

Strategic Value for AWS Partners: - Every AWS Marketplace listing has a URL - Partners lack video production capability - Video ads outperform static content 2-3x on LinkedIn

Proposed Modification: AWS Marketplace Video Generator

Feature	Input	Output
Listing Promo Video	Marketplace listing URL	15-second teaser video
Product Demo Video	Product URL + highlights	60-second explainer
Win Story Video	Customer success story	90-second testimonial
Event Promo Video	Event details	30-second event teaser
Social Vertical Video	Content URL	9:16 vertical for LinkedIn Stories

Integration with Bedrock/Nova 2:

Replace FAL AI with AWS-native video generation:

// Nova 2 Video Generation Service
class NovaVideoGenerationService
{
    public function generateMarketplaceVideo(
        string $listingUrl,
        string $videoType, // 'teaser', 'explainer', 'testimonial'
        array $options = []
    ): VideoGenerationResult {
        // 1. Scrape listing content
        // 2. Generate script via Nova 2 Pro
        // 3. Generate visuals via Bedrock Stable Diffusion
        // 4. Assemble video with transitions
        // 5. Add voiceover via Nova 2 Sonic
        return $result;
    }
}

Measurable KPIs:

Metric	Target	Measurement
Videos generated/partner/month	10+	Database count
Video engagement rate	>5%	LinkedIn analytics
Listing clicks from video	+25%	UTM tracking
Time to create video	<5 minutes	User session tracking

Phase 3: Connect the Ecosystem¶

Current State: Multi-platform posting (LinkedIn, Twitter, Facebook, Instagram, TikTok) with scheduling

Enhancement: AWS-Specific Campaign Templates

Campaign Type	Platforms	Content Mix	Automation Level
Marketplace Listing Launch	LinkedIn, Twitter	5 posts + 1 article	Semi-Auto
Co-Sell Win Announcement	LinkedIn, Twitter	3 posts + case study	Guided
AWS re:Invent Campaign	LinkedIn, Twitter, Instagram	15 posts over 3 weeks	Full Auto
AWS Summit Campaign	LinkedIn, Twitter	10 posts over 2 weeks	Full Auto
Private Offer Promotion	LinkedIn	5 posts + InMail draft	Semi-Auto
Partner Spotlight	LinkedIn, Twitter	3 posts + partner tag	Guided

#AWSMarketplace Hashtag Optimization:

// Hashtag recommendation engine
class AwsHashtagService
{
    protected array $primary = ['#AWSMarketplace', '#AWS', '#CloudComputing'];

    protected array $byCategory = [
        'security' => ['#CloudSecurity', '#CyberSecurity', '#Compliance'],
        'data' => ['#DataAnalytics', '#BigData', '#DataEngineering'],
        'ai_ml' => ['#AmazonBedrock', '#GenerativeAI', '#MLOps'],
        'devops' => ['#DevOps', '#CICD', '#Kubernetes'],
    ];

    public function getOptimalHashtags(string $category, int $limit = 10): array
    {
        // Return optimal mix of primary + category hashtags
    }
}

3.2 Cloud Marketplace Extension - AWS Marketplace Insights API¶

Current State: Custom extension with listing management, agreement tracking, pipeline

Enhancement: Marketplace Insights Integration

Data Source	Integration	Value
Listing Performance	Catalog API + scraping	Views, clicks, trials
Conversion Funnel	Agreement API	Trial → Paid conversion
Revenue Attribution	Agreement API	Track co-sell revenue
Buyer Journey	Session analytics	Path to purchase
Competitive Position	Discovery API (if approved)	Category ranking

New Dashboard Components:

// Marketing Dashboard Metrics
class MarketplaceMarketingDashboard
{
    public function getDashboardData(int $days = 30): array
    {
        return [
            'listing_performance' => [
                'views' => $this->getListingViews($days),
                'click_through_rate' => $this->getCTR($days),
                'trial_starts' => $this->getTrialStarts($days),
                'conversion_rate' => $this->getConversionRate($days),
            ],
            'content_attribution' => [
                'linkedin_to_trial' => $this->getLinkedInAttribution($days),
                'video_to_trial' => $this->getVideoAttribution($days),
                'email_to_trial' => $this->getEmailAttribution($days),
            ],
            'co_sell_pipeline' => [
                'opportunities' => $this->getCoSellOpportunities($days),
                'pipeline_value' => $this->getPipelineValue($days),
                'aws_engagement_rate' => $this->getAwsEngagementRate($days),
            ],
        ];
    }
}

FAL AI Deprecation & Bedrock/Nova 2 Replacement¶

Affected Components¶

Component	FAL AI Usage	Bedrock Replacement
`FalAIService`	Image generation	`BedrockImageService` (SDXL)
`SocialMedia/ImageGenerator`	Social images	Nova 2 + Stable Diffusion
`FluxPro/FalAISettingController`	Flux Pro images	Stable Diffusion XL
`NanoBanana/FalAIWebhookController`	Image editing	Stable Diffusion inpainting
`AiViralClips`	Video generation	Nova 2 Omni (multimodal)
`InfluencerAvatar`	Avatar videos	Nova 2 Sonic (voice) + video

New Bedrock Model Registry¶

Add to BedrockEngine.php:

// Already added Nova 2 models:
case NOVA_2_LITE = 'amazon.nova-lite-v2:0';
case NOVA_2_PRO = 'amazon.nova-pro-v2:0';
case NOVA_2_OMNI = 'amazon.nova-omni-v2:0';
case NOVA_2_SONIC = 'amazon.nova-sonic-v2:0';

// Additional models to add:
case NOVA_MULTIMODAL_EMBEDDINGS = 'amazon.nova-embeddings-v2:0';

// Qwen models (for multilingual content)
case QWEN3_80B = 'qwen.qwen3-next-80b-a3b';
case QWEN3_VL = 'qwen.qwen3-vl-235b-a22b';

// Mistral models (for fast generation)
case MISTRAL_LARGE_3 = 'mistral.mistral-large-3-675b-instruct';
case MAGISTRAL_SMALL = 'mistral.magistral-small-2509';

// NVIDIA models (for specialized tasks)
case NEMOTRON_NANO_9B = 'nvidia.nemotron-nano-9b-v2';

Model Selection Strategy¶

Task	Primary Model	Fallback	Reasoning
Content Generation	Claude Sonnet 4.5	Nova 2 Pro	Best quality
Fast Responses	Nova 2 Lite	Claude Haiku 4.5	Cost-effective
Image Generation	Stable Diffusion XL	Nova 2 (future)	AWS-native
Video Generation	Nova 2 Omni	External integration	Multimodal
Voice Generation	Nova 2 Sonic	Azure TTS (fallback)	Speech-enabled
Embeddings	Nova Multimodal Embeddings	Titan Embeddings	Semantic search
Reasoning Tasks	Claude Sonnet 4.5 + Hybrid	Mistral Large 3	Complex planning

User Journey Mapping¶

Alliance Lead Persona¶

Goals: Drive partner revenue, maximize co-sell effectiveness, report on partnership ROI

Journey:

1. Dashboard → Co-Sell Overview
   └── See active partnerships, pipeline value, AWS engagement rate

2. Partner Discovery → Find new partners
   └── CoSellMatchingCapability scores potential partners
   └── Send invitations to top matches

3. Joint Campaign Planning → Create co-sell campaign
   └── JointGTMPlannerCapability generates content calendar
   └── Both partners approve assets via ApprovalWorkflowService

4. Execute Campaign → Publish coordinated content
   └── CrossPartnerPublishingService synchronizes posting
   └── Track with CoSellAnalyticsService

5. Report → Generate QBR materials
   └── AI Presentation Maker with AllianceManagerBriefTemplate
   └── Export to PDF/PPTX for AWS meetings

Key Screens: - /dashboard/user/content-manager/cosell - Co-sell dashboard - /dashboard/user/content-manager/cosell/relationships - Partner relationships - /dashboard/user/content-manager/cosell/plans - Campaign plans - /dashboard/user/ai-presentation/generate?template=partner_qbr - QBR generator

Product Lead Persona¶

Goals: Optimize listings, track product performance, competitive positioning

Journey:

1. Dashboard → Listing Health
   └── See listing scores, compliance status, optimization recommendations

2. Listing Optimization → Improve listing
   └── AI Presentation with ListingOptimizationTemplate
   └── A/B test title/description variants

3. Competitive Analysis → Monitor competition
   └── CompetitorAnalysisCapability generates battlecards
   └── Track competitor listing changes

4. Launch Campaign → Promote new features
   └── AI Social Media Suite with product launch templates
   └── URL to Video for product explainer

5. Measure → Track listing performance
   └── Marketplace dashboard shows conversion funnel
   └── Content attribution to trials/revenue

Key Screens: - /dashboard/user/cloud-marketplace/listings - Listing management - /dashboard/user/cloud-marketplace/analytics - Performance dashboard - /dashboard/user/ai-presentation/generate?template=listing_optimization - Optimizer - /dashboard/user/social-media/campaigns/create?type=product_launch - Launch campaign

Marketing Lead Persona¶

Goals: Generate demand, build brand awareness, scale content production

Journey:

1. Content Calendar → Plan content
   └── AI Social Media Suite calendar view
   └── See scheduled posts across platforms

2. Content Creation → Generate at scale
   └── AI Writer Templates for blog posts
   └── AI Presentation for decks and briefs
   └── URL to Video for promotional videos

3. Campaign Execution → Launch campaigns
   └── AI Social Media Suite with AWS campaign templates
   └── #AWSMarketplace hashtag optimization

4. Influencer/Ambassador → Partner content
   └── Influencer Avatars for spokesperson videos
   └── Co-branded content with partners

5. Analytics → Measure effectiveness
   └── Marketing dashboard with content attribution
   └── LinkedIn analytics integration
   └── Pipeline influence tracking

Key Screens: - /dashboard/user/social-media/calendar - Content calendar - /dashboard/user/social-media/campaigns - Campaign management - /dashboard/user/ai-presentation - Presentation/brief generator - /dashboard/user/url-to-video - Video generator (after install) - /dashboard/user/content-manager/analytics - Marketing analytics

Measurable KPIs by Persona¶

Alliance Lead KPIs¶

KPI	Description	Target	Data Source
Active Partnerships	Partners with active co-sell relationship	10+	`CoSellRelationship` table
Co-Sell Pipeline Value	Total pipeline from co-sell campaigns	$1M+	`CoSellAnalyticsService`
AWS Engagement Rate	% of opportunities with AWS involvement	50%+	ACE sync (future)
Co-Sell Win Rate	Closed-won / Total co-sell opportunities	30%+	Pipeline tracking
Partner Satisfaction	Relationship health score average	80+	`CoSellRelationship.health_score`

Product Lead KPIs¶

KPI	Description	Target	Data Source
Listing Health Score	Compliance + optimization score	90+	`ComplianceValidatorService`
Listing Views	Monthly views on AWS Marketplace	5K+	Marketplace Catalog API
Click-Through Rate	Clicks / Views	5%+	Marketplace analytics
Trial Start Rate	Trials / Clicks	10%+	Agreement API
A/B Test Wins	% of tests with significant winner	60%+	`AbTest` table

Marketing Lead KPIs¶

KPI	Description	Target	Data Source
Content Volume	Assets generated per month	50+	`UserOpenai` table
Social Engagement Rate	Average engagement on LinkedIn	3%+	LinkedIn API
Video Views	Monthly video views	10K+	Platform analytics
Content → Trial Attribution	% of trials from content	20%+	UTM tracking
Brand Mention Growth	Month-over-month growth	10%+	Social listening

Implementation Priorities¶

Immediate (Week 1-2)¶

Add Nova 2 model support to BedrockEngine.php and BedrockRuntimeService.php
Create new AWS presentation templates (PartnerPitchDeck, EventFollowUp, CustomerSuccessStory)
Add AWS hashtag optimization to Social Media Suite

Short-Term (Week 3-4)¶

Install URL to Video AD extension and modify for Marketplace listings
Create AWS campaign templates for Social Media Suite
Build Marketing Dashboard with content attribution

Medium-Term (Week 5-8)¶

ACE Pipeline integration (if API access available)
Marketplace Insights integration (Agreement API for conversion tracking)
Advanced A/B testing for Marketplace listings

Long-Term (Month 3+)¶

AWS Discovery API integration (if approved)
Multi-partner campaign orchestration
AI-powered content optimization (auto-improve based on performance)

Technical Debt: FAL AI Removal¶

Files to Modify¶

/app/Domains/Engine/Services/FalAIService.php → Deprecate
/app/Extensions/FluxPro/ → Replace with Bedrock SDXL
/app/Extensions/NanoBanana/ → Replace with Bedrock SDXL
/app/Extensions/SocialMedia/System/Services/Generator/ → Nova 2
All FalAISettingController and FalAIWebhookController files

Migration Strategy¶

Create abstract ImageGenerationService interface
Implement BedrockImageGenerationService
Create feature flag to switch between FAL AI (legacy) and Bedrock
Gradually migrate users to Bedrock
Remove FAL AI after 100% migration

Conclusion¶

This plan positions Vell as the definitive GTM platform for AWS Marketplace partners by:

Enhancing existing capabilities (Content Manager, AI Presentation) with AWS-specific features
Installing high-impact extensions (URL to Video) modified for Marketplace use cases
Connecting the ecosystem (Social Media, Cloud Marketplace) with AWS APIs
Migrating to AWS-native AI (Bedrock, Nova 2) from FAL AI

The result: A unified platform where alliance leads, product leads, and marketing leads can execute solo campaigns and co-sell campaigns with measurable ROI.

Document Version: 1.0 Last Updated: December 2025 Author: Claude Code Analysis

AWS Marketplace GTM Strategic Enhancement Plan¶

Executive Summary¶

Phase 1: Enhance What You Have¶

1.1 Content Manager - AWS ACE Pipeline Integration¶

1.2 AI Presentation Maker - AWS-Specific Template Library¶

Phase 2: Install High-Impact New Extension¶

2.1 URL to Video AD for AWS Marketplace¶

Phase 3: Connect the Ecosystem¶

3.1 AI Social Media Suite - AWS Campaign Templates¶

3.2 Cloud Marketplace Extension - AWS Marketplace Insights API¶

FAL AI Deprecation & Bedrock/Nova 2 Replacement¶

Affected Components¶

New Bedrock Model Registry¶

Model Selection Strategy¶

User Journey Mapping¶

Alliance Lead Persona¶

Product Lead Persona¶

Marketing Lead Persona¶

Measurable KPIs by Persona¶

Alliance Lead KPIs¶

Product Lead KPIs¶

Marketing Lead KPIs¶

Implementation Priorities¶

Immediate (Week 1-2)¶

Short-Term (Week 3-4)¶

Medium-Term (Week 5-8)¶

Long-Term (Month 3+)¶

Technical Debt: FAL AI Removal¶

Files to Modify¶

Migration Strategy¶

Conclusion¶