One of the most powerful levers AWS provides to ISVs is the Global Passport Programme. It's designed to support customers expanding into new regions — not just technically (with multi-region deployment support), but also commercially.

Here's how it works:

• Technical scale: AWS helps customers land smoothly in new regions, ensuring infrastructure and compliance are ready to go.
• GTM enablement: AWS funds marketing agencies to build region-specific co-sell assets, so ISVs can show up in-market with the right story for AWS sellers and customers.

What many ISVs don't realise is this model can be replicated outside of the formal Passport programme too. You can still use Market Development Funds (MDF) to back marketing agencies or distributors who help create co-sell campaigns in new geos.

Layering in Marketplace + Co-Sell

• Marketplace provides the commercial landing zone. Customers prefer to transact this way — especially when entering a new region.
• Co-sell ensures AWS sellers are aligned on the opportunity and incentivised to support you.

With funded GTM resources, ISVs can craft the right regional narrative and activate channel partners to open doors that would otherwise stay closed.

The Role of Distribution

Entering a new international region often comes with cultural and language differences that slow down GTM momentum. Distributors can bridge this gap by:

• Using DSOR to simplify Marketplace transactions at scale.
• Leveraging their local channel network to establish co-sell resources quickly.
• Acting as an extension of the ISV's GTM engine — helping them land in-market with AWS sellers already engaged.

The Takeaway

Whether you're formally in Passport or not, the formula works. Pair technical expansion with funded co-sell GTM, use Marketplace as your transaction engine, and tap distribution to accelerate regional adoption. Together, they create a repeatable playbook to break into new international markets alongside AWS.