The challenge
Arctic Wolf entered the AWS ecosystem with strong product-market fit and a high-velocity direct sales motion, but without the AWS-specific go-to-market structure the ecosystem runs on. AWS sellers could not easily engage the company, route deals to AWS Marketplace or position the solution in enterprise security conversations.
It needed a unified AWS GTM plan with joint messaging, funnel definitions mapped to Partner Sales Qualified Leads, a forecasting model aligned to AWS progression metrics, operational Marketplace listings for key products, and talk tracks and reference architectures for AWS sellers.
How we executed
The engagement began with a four-hour live GTM sprint at Arctic Wolf’s Minnesota office, with AWS Partner Development Managers and Arctic Wolf’s alliances, field marketing, channel, demand generation, creative and product marketing teams. The resulting GTM plan became the operating contract: target segments, pipeline targets, ownership and a bi-monthly QBR cadence.
Marketplace readiness was treated as a structural requirement, with Managed Private Offers and Channel Partner Private Offers fully operational within 90 days. Field enablement was rebuilt with AWS-aligned value propositions and reference architectures showing how Arctic Wolf integrates with Amazon EC2, Amazon S3, Amazon EKS and AWS Lambda, and an ACE-to-Marketplace workflow removed procurement friction for joint customers.
The outcome
Arctic Wolf moved from an unmanaged ISV to fully managed status inside AWS Security Demand Generation, a shift achieved by fewer than 5% of security ISVs at the time.
The motion generated more than 2,000 PSQLs and 168 SQLs directly from AWS-aligned campaigns, including 3,300 MQLs from the Big Business of Cybercrime series. The program validated a 9X ROI, and Arctic Wolf exceeded its pipeline goals by more than 300%.
