SaaSNova x Carahsoft: Accelerating AWS Marketplace GTM Execution to ISVs and Channel Partners
SaaSNova and Carahsoft partner to accelerate AWS Marketplace GTM execution, unifying the ecosystem, storefront, and procurement for ISVs and channel partners.
Jen Dawson
Getting listed on AWS Marketplace is one thing. Making Marketplace work as part of your GTM is another.
ISVs and channel partners need more than a listing. ISVs need a way for buyers to find the right products, understand the offering, procure through AWS Marketplace, and move into the broader sales motion. Channel partners need a way to bring those solutions into their own customer-facing sales motion and connect them to the Marketplace procurement process.
That is where our partnership with Carahsoft comes in.
Why Carahsoft x SaaSNova
Carahsoft brings a broad technology and channel ecosystem, working with vendors, resellers, system integrators, and MSPs across the U.S. and Canada, including public sector markets.
SaaSNova brings hands-on AWS Marketplace GTM execution, helping ISVs and channel partners connect Marketplace presence to broader GTM motions.
Combining our strengths, we can help ISVs and channel partners turn AWS Marketplace presence into a more connected GTM motion.
“AWS Marketplace becomes more valuable when the listing is connected to how an ISV actually goes to market. Our partnership with Carahsoft enables us to bring hands-on execution and a stronger marketplace experience to ISVs and channel partners looking to build that motion.”
“Carahsoft works with a broad ecosystem of technology vendors and channel partners, and we see an opportunity to make AWS Marketplace more accessible as part of that ecosystem. Working with SaaSNova brings focused marketplace execution and storefront capabilities to help ISVs and channel partners build a stronger path to market.”
The Storefront is where the GTM motion comes together
The AWS Marketplace Storefront gives ISVs and channel partners more than a listing.
It creates a branded procurement experience where buyers can discover and evaluate products, while ISVs and channel partners can connect their marketplace presence to the workflows that support the sale.
The strategic capabilities include:
- Unified co-sell & campaign-led GTM: Run joint GTM motions with channel partners through themed campaigns, co-branded landing pages, partner-attached solutions, and promotion of new solution themes.
- Channel partner campaign distribution: Create a campaign once and allow channel partners to insert it into their own storefronts with updated CTAs and lead routing directly to their sales teams.
- Multi-partner solution bundles: Showcase solutions alongside GSIs, channel partners, or complementary ISVs, creating opportunities for partner-attached deals and Channel Partner Private Offers (CPPO).
- Flexible kiosk template: A marketing-rich surface to promote launches, integrations, and joint solutions.
- Future analytics: AWS is actively building analytics for Storefront, including traffic, engagement, and drop-offs.
That is the value of Storefront.
It unifies the buyer experience, procurement, private offers, partner workflows, and co-selling motion in one place.
Why this partnership matters
This partnership represents a significant shift in how ISVs and channel partners approach the AWS ecosystem:
- Carahsoft brings the ecosystem: Connecting ISVs with its broad network of technology vendors, resellers, system integrators, and channel partners, and supporting the Marketplace motion through its channel capabilities and DSOR model.
- SaaSNova brings the Marketplace GTM execution: Turning AWS Marketplace listings into actionable GTM and sales workflows.
- Storefront connects the experience: Bringing discovery, campaigns, procurement, partner enablement, and co-selling together in one place.
For an ISV, this means AWS Marketplace Storefront becomes more than a place where the product is listed; it becomes part of the way the company is discovered, procured, sold through partners, and connected to the AWS ecosystem.
For channel partners, it creates a more structured AWS Marketplace storefront experience around the solutions they bring to their buyers, giving them a path to participate in campaigns, use their own storefront experiences, support partner-attached solutions, and participate in Marketplace procurement motions.
That is the opportunity behind the SaaSNova and Carahsoft partnership.
The opportunity
The goal isn't simply more Marketplace listings.
It's making those listings more useful to the people who actually have to sell, buy, and transact.
SaaSNova + Carahsoft + AWS Marketplace Storefront brings those pieces together.
We'll be sharing what we learn as the first ISVs and channel partners move through this process.
