We all know now that the rise of hyperscalers like AWS, Azure, and Google Cloud has transformed the IT operations, shifting from traditional resale and licensing to cloud-first, consumption-based models. In doing so, they disrupted the channel and redefined how partners create, deliver, and co-sell value in today’s ecosystem.
I’ve spoken on this topic at several industry panels, and in our work with clients at AchieveUnite, one thing stands out: joining a hyperscaler program isn’t enough. Real results come from teams that approach these relationships with intention. They prioritize alignment, focus on where they can make the greatest contribution, and commit to sustained execution.
Here’s how the strongest teams are making it work.
1. Precision Beats Participation:
Doing fewer things, but doing them better, wins the race.
Winning with a hyperscaler isn’t about casting a wide net. It’s about placing your bets wisely and being highly intentional about where and how you show up in the ecosystem. Successful partner leaders with teams that deliver results concentrate their energy in the areas where they’re positioned to create the greatest impact.
They:
- Align offerings with the right segments: Instead of offering everything to everyone, innovative teams segment their offerings. They zero in on key use cases, verticals, or regions where their solutions are a strong fit for hyperscaler priorities and customer demand.
- Strategic co-sell motions: Hyperscaler sellers are stretched. So smart sales and marketing teams don’t show up with generic pitches, they bring in clear, concise plays that align with specific customer pain points and jointly measurable value.
- Invest in both sets of PDM relationships: There are typically two PDMs at play, the hyperscaler PDM and the partner-side PDM. Top-performing teams treat both as strategic collaborators. They understand how hyperscaler PDMs are measured (consumption growth, marketplace performance, co-sell wins), and ensure internal PDMs are working hand-in-hand with them to drive shared plans and mutual accountability.
- Build joint marketplace solutions: These teams collaborate to develop solutions that include certified vendors and are structured for listing in the marketplace. These aren’t standalone offerings—they’re outcome-focused packages built for customer relevance and cloud alignment.
Growth Tip: True scale requires segmentation. Winning teams listen closely to the market, adjust their offerings to fit real needs, and evolve their profiles to meet the cloud provider’s top priorities. Fit today includes ecosystem vision, partnering with the right upstream partners matters more than ever.
These teams are also integrating AI in practical ways, helping them identify fit, adjust targeting, and sharpen how they engage. AI is becoming a key asset for partners who want to make better decisions faster.
2. Internal GTM Alignment is Everything:
When everyone rows in the same direction, results accelerate.
Even the strongest external partnerships won’t go far if internal teams are misaligned. What we’re seeing from high-performing partner organizations is a shift toward deep internal orchestration.
This looks like:
- Sales, marketing, and product teams working from a shared plan: Everyone knows the role of the hyperscaler in the GTM strategy and how it ties to their function. There’s clarity on priorities, language, and customer messaging.
- Compensation models that reinforce the correct behavior: Leaders are rewiring incentives to support cloud-influenced and co-sold deals. When sellers win by engaging with the ecosystem, everyone benefits.
- Internal enablement that sticks: Successful teams don’t rely on one-off training. They equip their sellers with tools, messaging, and regular updates to represent the hyperscaler relationship in the field confidently.
Ecosystem Insight: We’re in the middle of a partner ecosystem shift, from transactional models to value-based, co-sell-driven motions. Teams that embrace this shift internally will win externally. Check out last month’s newsletter article on predictive co-selling.
3. Value First, Always:
Co-selling is most effective when it’s based on solving real problems, rather than selling technology.
At the end of the day, what hyperscalers care about—and what customers care about—is value. Leading partner teams are shifting their mindset from selling products to solving problems. They’re not just plugging into hyperscaler programs; they’re enhancing them with insight, agility, and innovation. Here’s how they stand out:
- They lead with outcomes, not infrastructure. Cloud consumption is the end goal, but customer business impact is the bridge that gets you there.
- They co-create industry and persona-based solutions. This isn’t about “lift and shift” anymore. It’s about thoughtful packaging and clear, use-case messaging that resonates with real business priorities.
- They use the hyperscaler platform as a force multiplier. Whether it’s leveraging marketplace incentives, tapping into seller networks, or aligning with solution plays, these teams maximize what the ecosystem already offers and then build upon it.
- CFOs Are Now Co-Sell Influencers: CFOs play a more significant role. Consumption-based pricing, cloud commitments, and budget ownership make them critical stakeholders. Smart partner teams are nurturing direct CFO relationships, helping them tie cloud investments to ROI and strategic outcomes.
Partnering Tip: The best co-sell plays don’t start with your product. They start with the customer’s business challenge and layer in the collective value of the ecosystem. To deliver that kind of value at scale, many top partner teams are also starting to leverage AI in thoughtful, targeted ways. From personalizing co-sell motions based on buyer signals to analyzing partner data for better-fit recommendations, AI is quietly becoming a key enabler of smarter, more tailored ecosystem plays. It’s not about replacing the human element, it’s about enhancing it with insights that drive more relevant, outcome-focused conversations.
4. Strategic Alliances Are the New Muscle
During our recent LinkedIn Live, Ray Komar , Sean P. , Scott Goree , and I dove deep into the hyperscaler impact on alliances. A key takeaway? Hyperscaler success has redefined what “strategic” means. It’s not just integration. It’s co-building, co-marketing, and co-selling; all backed by trust, shared roadmap commitments, and real resource allocation.
As Sean noted, alliances are no longer optional: “The AWS motion helped drive velocity behind our entire alliance strategy.” Scott added: “We’ve carved out a dedicated Modern Channel team to drive hyperscaler GTM, marketplace deals, and strategic ISV alliances.” Ray emphasized, “Strategic alliances require trust and commitment. When both sides are willing to co-invest in demand generation, share access to prospects, and align resources, that’s when it becomes something more than integration.” In our work with hyperscalers, these qualities define the relationships that produce real results.
The playbook has changed. And the bar is higher.
Final Thought: Fit Isn’t Static, It’s Evolving
Fit isn’t just about being “hyperscaler-ready”. Today’s partner leaders are:
- Rethinking how they segment and prioritize their efforts
- Listening carefully to partner and customer feedback
- Adapting their strategy based on where the hyperscaler is going, not where it’s been
Hyperscaler alignment isn’t a one-time effort; it’s a commitment to staying focused, relevant, and connected as partner ecosystems evolve. The leaders seeing results today are shaping the direction of co-sell, cloud engagement, and joint innovation.
And the result? Stronger relationships, faster co-sell cycles, and meaningful growth together.
If you’re feeling ready to sharpen your approach to working with hyperscalers, discuss how our Ignite AI platform can help, or want to compare notes, I’d love to chat. Please reach out to me at info@achieveunite.com and let me know what your current challenges are; I’m here to help.
Frequently Asked Questions
1. What is co-selling with a hyperscaler?
Co-selling with hyperscalers like AWS, Azure, or Google involves collaborating with their sales teams and your own to jointly identify customer opportunities, create aligned GTM strategies, and complete deals together. This differs from simple resale—it’s a shared motion that emphasizes collaboration on pipeline and growth.
2. How is co-selling different from reselling?
By default, reselling involves a partner selling another company’s product independently. Co-selling means working together—shared account plans, marketing, and engagement—not just transferring a license. It requires aligned processes and joint execution
3. What are the benefits of co-selling with hyperscalers?
Co-selling with hyperscalers accelerates sales cycles, expands reach, and increases deal size. It connects you with their customer base while reducing friction via trusted channel relationships and incentives like marketplace promotions and cloud credits
4. How do I build an effective co-sell motion?
An effective co-sell strategy requires clear joint account planning, shared marketing & lead-sharing workflows, and coordinated communication paths. Focus teams on defined business outcomes and establish regular syncs with hyperscaler PDMs
5. What role do hyperscaler marketplaces play?
Hyperscaler marketplaces (AWS, Azure, Google) are critical channels for discovery, procurement, and deal acceleration. Listing certified joint solutions gives access to private offers, co-marketing funds, and streamlined buying experiences
6. How do Partner Development Managers (PDMs) collaborate?
Successful teams align both the hyperscaler PDM and partner-side PDM. They co-build success plans, share accountability across GTM execution, and use PDM metrics—like consumption, co-sell wins, and marketplace performance—to guide joint efforts.
7. Why involve finance or the CFO in hyperscaler partnerships?
CFOs significantly influence cloud deal decisions due to subscription pricing and cost growth. Engaging finance leaders early helps partners align propositions with ROI and cost optimization, which increases deal velocity and win rates.