Westcon-Comstor is broadening its AWS Marketplace programme through investment in a dedicated team and the introduction of advisory services for partners.
The scaling of the programme comes amid growing demand from partners across Europe and the Middle East, with multiple multi-million dollar deals having been secured and transactions taking place across 10 different countries. Many of the deals completed so far have been with partners that have never previously transacted on AWS Marketplace. Through its programme, the distributor guided the partners through the setup process, enabling them to easily sell to their customers within AWS Marketplace.
Launched earlier this year, Westcon-Comstor’s AWS Marketplace programme is designed to unlock new growth opportunities for partners by providing a streamlined and simplified route to transacting on AWS Marketplace. Meanwhile it enables participating vendors Check Point Software, Cisco, CrowdStrike, F5, Infoblox, Juniper Networks, Palo Alto Networks, Skybox, Vectra AI and Zscaler to grow their cloud marketplace business.
As part of the scaling of its programme, Westcon-Comstor has introduced advisory and consulting services for partners, guiding them through AWS Marketplace setup, training and enablement and helping them to secure authorised Channel Partner Private Offer (CPPO) status.
Meanwhile the distributor is hiring a dedicated team of AWS Marketplace specialists across Europe and the Middle East. The new team will focus purely on enabling partners to grow their AWS Marketplace business.
Westcon-Comstor is seeing a significant and consistent increase in partner demand for its AWS Marketplace programme, with the distributor’s internal data echoing the findings of a recent Forrester report showing that partners selling in AWS Marketplace can close deals 40% faster while benefiting from an 80% increase in average deal size and a 27% higher close rate.
A recent Canalys report projected enterprise software sales through hyperscaler cloud marketplaces of $85 billion by 2028, led by AWS Marketplace, with more than 50% of hyperscaler marketplace sales coming via channel partners by 2027.
“Partnering with Westcon-Comstor has taken our AWS Marketplace strategy to the next level,” said David Henderson, CEO and Co-Founder at leading UK-based independent security solutions provider BlueFort Security. “Their expertise and support enabled us to rapidly enhance and grow our business within AWS Marketplace, improve customer relationships, and uncover new opportunities. As a cybersecurity integrator with services at our core, AWS Marketplace represents a new growth frontier for our business. Westcon-Comstor is helping us to capitalise on what is a significant growth opportunity for both us and the security vendors we work with. Using AWS Marketplace to deliver every type of licensing and services option that we can is key to our growth strategy, and is rapidly becoming a strongly preferred route for our clients and partners alike.”
“Westcon-Comstor is leading the way on this right now,” said Scott Willock, Senior Director of Global Distribution & Cloud Transformation at Infoblox. “Their expertise is invaluable for partners who need assistance and Independent Software Vendors (ISVs) requiring support with transactions. We're excited to build on this momentum, increasing our transactions with Westcon-Comstor and growing together on AWS Marketplace.”
“Our AWS Marketplace programme is empowering partners to win new customers and grow revenue with existing customers by seizing the AWS Marketplace opportunity, while securing the role of the channel in the cloud marketplace economy,” said Adam Davison, Senior Director, AWS EMEA at Westcon-Comstor. “We’re pleased to see the programme gain real momentum as we continue to build out and broaden its scope. Distribution is changing, and by using our expertise to help partners and vendors to maximise their AWS Marketplace growth we’re showing the central, strategic role that we as a distributor play in today’s technology ecosystem.”
