The Co-sell / ACE Registration Template¶

From Ron Davis — AWS Marketplace discovery & GTM · From listed to bought.

The exact fields and framing for an ACE opportunity an AWS rep will actually pick up — written to their incentive, not your feature list. Copy this into a Google Doc, fill the right column, then paste into ACE and your outreach.

The one thing to remember: AWS reps are measured on customer outcomes and AWS consumption — not your software. Every field should ladder to "this helps the customer and grows their AWS spend." Lead with that and the opportunity gets worked. Lead with your product and it sits.

ACE opportunity fields¶

ACE field	What to put — and what "good" looks like	Your entry
Customer company (+ AWS account ID if known)	Legal entity name. The account ID lets the rep match it to a real account team instantly.
Customer contact	Name, title, email of your champion. A real, reachable human — not "TBD."
Opportunity name	"[Customer] — [outcome] on AWS." Scannable in a list of 200.
Customer business problem	In the customer's words, the problem and why now. No product names yet.
Solution / use case	What you do, in one sentence, tied to the problem above.
AWS services involved	The AWS products this drives consumption on (compute, data, Bedrock, etc.). The rep's hook.
Expected AWS impact (monthly consumption / ARR)	A defensible number for incremental AWS spend. Even a range beats blank.
Delivery model	Marketplace private offer / standard contract / direct. Marketplace = easier for the rep to support.
Stage	Prospect / qualified / technical validation / committed. Be honest — it sets expectations.
Target close date	A real date. "Someday" signals it isn't real.
What you need from AWS	One specific ask: intro, validation, funding (POC/MAP), or a joint call. Not "support."
Next step + owner	The single next action, who owns it, and by when.

The rep-facing summary block (paste-ready)¶

Customer:    [Company] ([AWS acct if known])
Problem:     [their problem, their words — why now]
What we do:  [one sentence, tied to the problem]
AWS impact:  drives [services]; est. [$/mo] incremental consumption
Stage/close: [stage] · targeting [date]
The ask:     [one specific thing]
Next step:   [action, owner, date]

The outreach message (≤ 120 words)¶

Subject: [Customer] — [outcome] on AWS, need 15 min

Hi [name] — [Customer] is trying to [problem/outcome], and it'll drive
meaningful [service] consumption on their account. We're [one line on the
fit] and they're [stage]. I've registered it in ACE ([opp name]). Could we
grab 15 minutes so you can plug in the account team? Happy to send the
one-pager first. — [you]

No reply in 5 business days? One follow-up: "Quick nudge on [Customer] — still targeting [date]. Want me to register it under your team or route it elsewhere?"

Do: lead with the customer's outcome and AWS consumption · give a real number · make one specific ask · keep it under 120 words · register in ACE before you reach out.

Don't: open with your features · send "let's explore synergies" · leave impact blank · ask for generic "support" · skip ACE and expect credit.

Want your co-sell motion built, not just templated? Book a free 30-min call → https://calendly.com/itsrondavis/vellocity-gtm-discovery-30-min Weekly GTM teardown → https://itsrondavis.substack.com