Six Examples Worth Studying

1. Coveo — Relevance as a Consumption Driver Coveo ties its value directly to AWS economics. Its AI-driven relevance platform increases demand for OpenSearch, Bedrock, S3, Lambda, and more. Key takeaway: Coveo deployments consistently generate incremental AWS consumption by expanding data ingestion, indexing, and inference workloads.

2. Armis — Completing the Security Visibility Picture Armis enhances AWS Security Hub by supplying real-time intelligence across cloud, IoT, and OT assets. Key takeaway: Armis unlocks fuller value from AWS-native security services, giving sellers a clear attach motion in cloud and security transformation opportunities.

3. SUSE Rancher — Accelerating EKS Expansion SUSE Rancher simplifies multi-cluster, multi-region Kubernetes operations on AWS. Key takeaway: Rancher is framed as an operational enabler that increases EKS adoption without increasing headcount, which directly supports AWS's goal of driving managed Kubernetes growth.

4. Inflectra — Unifying the Cloud-Native Delivery Pipeline Inflectra's ALM and test-management platform becomes strategically valuable when paired with AWS's scalable infrastructure. Key takeaway: It resolves a key modernization blocker: distributed teams with fragmented visibility. This gives AWS sellers an avenue into engineering leadership during cloud transformation.

5. Sedai — Autonomous Optimization on AWS Sedai leverages CloudWatch, Lambda, EKS, and ECS to deliver autonomous performance and cost optimization. Key takeaway: Sedai turns AWS telemetry into proactive, automated improvements. This enhances the value of serverless and containerized workloads and reinforces AWS architectural best practices.

6. Operata — Making Amazon Connect Deployments More Successful Operata strengthens Amazon Connect outcomes by providing real-time call-quality observability across networks, agents, and devices. Key takeaway: Operata mitigates one of the biggest risks in Connect deployments — poor call quality. This increases customer satisfaction, reduces churn, and improves the likelihood of additional Connect and CX workloads landing on AWS.

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Why AWS Sellers Respond to These Stories

Across all six examples, several consistent characteristics stand out:

• They translate ISV capability into AWS value. The emphasis is always on how the ISV strengthens or accelerates AWS services.
• They focus on genuine customer blockers. Each story explains a problem AWS cannot solve alone.
• They make the pathway to AWS consumption obvious. Whether it is more EKS clusters, more telemetry, more GenAI inference, or deeper Connect usage, the impact is explicit.
• They are easy for sellers to repeat. A seller can summarise each story in one or two sentences during a customer call.

The Bottom Line

Better Together stories are not marketing fluff; they are essential co-sell infrastructure. When constructed properly, they create clarity, attract field attention, and open doors to new opportunities.

Coveo, Armis, SUSE, Inflectra, Sedai, and Operata each demonstrate how to highlight a customer problem, articulate a joint solution, and anchor the outcome in AWS growth.