If you're selling with AWS, there's one golden rule: if it's not in ACE, it doesn't exist to AWS sellers.

ACE — the APN Customer Engagements tool — is AWS's internal CRM for tracking partner-led opportunities. It's the system AWS account managers live in every day, and it's how they decide who to work with, which deals to support, and where to invest co-sell resources.

Fail to use ACE effectively, and you're invisible. Use it well, and you'll unlock AWS mindshare, funding programs, and Marketplace momentum.

How ACE Adds Value

1. Visibility to AWS sellers Well-crafted ACE submissions build trust and credibility with AWS field teams. This leads to warmer intros, faster responses, and higher co-sell engagement.

2. Marketplace "Propensity to Buy" scores When an opportunity is accepted, ACE surfaces AWS Marketplace Propensity to Buy scores — these reveal customers most likely to transact on Marketplace.

3. Multi-partner deal building Through Partner Connections, you can team up with other ISVs and SIs, creating stronger, multi-partner solutions that align with AWS's go-to-market priorities.

4. Improved internal matching A strong "Customer Solution" field in your ACE submission helps AWS's internal tools match you to the right account managers and customers.

Bottom Line

ACE isn't just an admin step — it's your direct line into AWS's sales engine. If you want AWS sellers bringing you into deals, unlocking funding, and championing your solution, it starts with consistent, high-quality ACE engagement.

At HyperConsult, we work with partners to:

• Train sales teams on ACE best practices
• Design Better Together stories that get accepted faster
• Use ACE data to accelerate Marketplace traction and AWS co-sell

If you want to stop being invisible to AWS sellers, ACE is where it starts.