309 – AWS Marketplace Co-Sell: 3 Moves Partners Must Make in 2026

Don’t miss the marketplace revolution!

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In this episode of the Ultimate Partner Podcast, Vince Menzione sits down with AWS Marketplace leaders George Maroulakos and Arif Razvi to uncover the rapidly shifting ecosystem of technology procurement and partner transformation. They dive deep into the evolution of buyer experiences, the critical necessity of executive alignment, and how agentic AI is redefining software discovery and consumption. If you want to accelerate deal velocity and ensure your business isn’t left behind, this conversation outlines exactly why integrating the AWS Marketplace into your core co-sell motion is no longer optional.

https://youtu.be/Avp0sIyxRU8

Key Takeaways

Embracing the AWS Marketplace should be viewed as a natural extension of your co-sell motion, not an interrupt-driven exception.

Successfully leveraging the marketplace requires top-down executive sponsorship to overcome internal friction across legal, finance, and revenue operations.

Partners must prepare for global expansion by ensuring local entities and currencies are wired up to meet buyers where they are.

Agentic AI and natural language queries are leveling the playing field for software discovery, moving beyond traditional SEO-driven presence.