Motion 1 · AWS Partners selling direct
Grow SMB on AWS without building an SDR team.
The Greenway AI Scaled Partner Initiative gives AWS Partners a Greenway agent that finds SMB buyers whose signals show a need you solve, scores how likely they are to buy, and hands you the contact, the context, and the angle. You start the conversation in your own voice, and qualified opportunities go into ACE so your AWS account team can support them. It runs in every AWS region: NAMER, LATAM, EMEA, APJ, and GCR.
- Contacts researched
- 270M+
- On every buyer
- 128+ data points
- Buying signals watched
- 115+
- SDRs or BDRs to hire
- None
Why SMB growth stalls for most AWS Partners
Most of the market is SMB
Small and medium businesses make up about 90% of businesses worldwide, according to the World Bank. They are most of the accounts in every territory, and each one needs a reason to talk now.
Lean teams, no outbound engine
Most partners grow through referrals and AWS-sourced leads. Nobody owns daily prospecting, so pipeline rises and falls with what AWS sends.
Lists without timing
A contact list tells you who has the right title. It does not tell you who is moving off on-premises servers this quarter or who just hired their first cloud engineer.
One language does not cover a region
An English template sent to a Dutch logistics firm, a Brazilian retailer, or a Japanese manufacturer reads like spam. Local language and local business norms decide whether a buyer replies.
What partners get in the initiative
Each piece is built from your website and your offers, so the agent sells what you actually deliver.
Free AI readiness report
A 100-point score for your website and listings, with the fixes to make first so buyers and AI answer engines can find, understand, and recommend you.
Your Greenway agent
Built from your website and offerings. Greenway sets your ideal customer profile, signals, and messaging, with nothing for your team to install.
Signal-mapped SMB buyers
High-propensity buyers every business day, each researched across 128+ data points with contact details, the buying signal, and the need it maps to in your offer.
Messaging for every channel
Personalized email and LinkedIn messages in your voice, in the buyer's language, ready for your sellers to send.
Co-sell through ACE
Register new SMB opportunities in ACE so AWS account teams can see and support them.
Greenway in Amazon Quick
Ask about your buyers, replies, and pipeline from Amazon Quick, connected through MCP for every partner.
From first signal to AWS co-sell
Every buyer follows the same steps, and every outcome teaches the agent where to aim next.
Step 1
Signal
Greenway watches 115+ buying signals: hiring, leadership changes, funding, expansion, technology shifts, and category demand.
Step 2
Need
Each signal is mapped to a need one of your offers solves, so every account has a reason to talk now.
Step 3
People and angle
Greenway finds the decision-maker, confirms they work there, scores Propensity to Buy and Propensity to Convert, and writes the opening angle.
Step 4
You reach out
Your seller starts the conversation in their own voice, qualifies the need, and scopes the work.
Step 5
ACE and launch
The qualified opportunity is registered in ACE for co-sell, and the deal closes as a new SMB customer on AWS.
Step 6
The agent learns
Replies, meetings, and silence feed back into targeting and messaging, so the next run aims better.
What a buyer looks like when it arrives
Every buyer comes as a signal card your seller can act on in two minutes.
- Signal
- Hiring its first cloud engineer. The lease on its Rotterdam server room ends next spring.
- Need
- Move off on-premises servers before the lease renews, without downtime.
- Buyer
- Operations Director, Kanaal Logistiek B.V., a 120-person regional logistics provider. Email, phone, and LinkedIn attached.
- Propensity
- Propensity to Buy: high. Propensity to Convert: high.
- Your angle
- Lead with a fixed-scope migration assessment timed to the lease, written in Dutch.
Illustrative example. Kanaal Logistiek B.V. is a fictional company.
Four engagement levels: pick how much Greenway runs
Every level researches buyers across 128+ data points and 115+ buying signals, and includes the partner fit score, prospecting templates, the AI readiness report, Amazon Quick, and a weekly check-in. Higher levels add validation, more channels, done-for-you execution, and local teams.
| Done By You | Done With You | Done For You | Done For You + Global Markets | |
|---|---|---|---|---|
| Best for | Partners with their own sellers who need better buyers to call | Partners who want to run outbound with Greenway doing the heavy lifting | Partners who want a full outbound team without hiring one | Partners selling into several countries and languages |
| Buyer research | High-propensity buyers ranked on 128+ data points from 115+ buying signals | Ranked on 128+ data points, signals validated | Ranked on 128+ data points, signals validated and opportunities qualified | Ranked on 128+ data points, checked by people, plus local-market signals |
| Scores on every buyer | Propensity to Buy | Propensity to Buy and Propensity to Convert | Both scores plus opportunity qualification | Both scores plus opportunity qualification |
| Outreach | Greenway drafts, your team sends; email and LinkedIn templates | Messages written by subject experts; Greenway sends email and LinkedIn after you approve | Email, LinkedIn, and phone, in several languages | Adds native-language calling in market hours |
| Replies and meetings | Your team handles replies and calendars | A close note for every positive reply; calendar connected | Greenway qualifies replies and books meetings with a brief for your seller | Greenway qualifies replies and books meetings with a brief for your seller |
| AWS co-sell in ACE | ACE-ready opportunity templates | ACE-ready opportunity templates | Opportunities created in ACE for you | Opportunities created in ACE for you |
| Amazon Quick | Connected through MCP | Connected through MCP | Connected through MCP | Connected through MCP |
| CRM | CSV export | HubSpot export | Salesforce and HubSpot connected | Salesforce and HubSpot connected |
| Onboarding | Self-service | Virtual | In-person kickoff, then virtual | In person, in each market |
| Account team | Dashboard and weekly call | Shared team and weekly report | Dedicated manager and full reporting | Dedicated manager and a local team |
Commercial terms depend on the level, the number of markets, and program eligibility, and are shared on the first call.
Is this motion a fit?
The initiative works best for partners who already win SMB customers and want to win more of them, faster.
A strong fit
- You serve SMB customers today, or SMB is in this year's growth plan
- You have clear, specific offers that map to SMB needs, such as a fixed-scope migration or a managed security package
- Your sales team is lean, without dedicated SDR or BDR capacity
- You can name one SMB champion to lead the initiative
- You want to grow with AWS and co-sell through ACE
Usually a poor fit
- You sell only through referrals and do not want to start outbound
- You sell only to enterprises with long sales cycles
- You resell with no services motion of your own
- Nobody on the team has time to follow up on replies
Questions to bring to the first call
- How many new SMB logos did you land last quarter, and where did they come from?
- Who owns pipeline generation today?
- If 20 high-propensity SMB buyers appeared tomorrow, who would reach out?
- Which AWS solutions do you want to sell more of this year?
Frequently asked questions
Do we need to be an AWS Partner to join?
Yes for co-sell through ACE, which needs an AWS Partner Network account with the ACE terms accepted. Companies that are not AWS Partners yet can still request the free readiness report and talk to us about the right first step.
Who sends the outreach?
At the Done By You level your sellers send every message in their own voice. At higher levels Greenway sends email and LinkedIn messages after you approve them, and at Done For You it also runs phone outreach and books meetings.
How does an opportunity reach AWS?
Once your seller qualifies a buyer, the opportunity is registered in ACE in AWS Partner Central. At the Done For You level Greenway creates it for you, so your AWS account team sees it the same day.
Is program-funded access available?
Selected partners can receive Greenway access funded through the program for a pilot period. Eligibility depends on your partner profile and country and is confirmed when you enroll.
How soon do the first buyers arrive?
Greenway builds the agent from your website and go-to-market plan, so your team fills in nothing new. The first high-propensity buyers arrive the morning after the kickoff call.
Get the Scaled Partner Initiative details for your market
Partners and AWS partner teams use the same form. Send your details and the Greenway partner team will reply within one business day. The first call covers:
- Your free AI readiness report, so you see how buyers and AI answer engines find you today
- Which motion and engagement level fit your team, your markets, and your AWS goals
- Program eligibility for your partner type, region, and country
- A sample of high-propensity buyers from one of your target markets
Prefer email? Write to james@greenway.ai. AWS partner managers can send a partner's name and website to the same address.
Other partner motions
- Distributors and ResellersFor AWS Authorized Distributors who want to know which resellers can win in SMB, recruit new ones, and give the best a daily pipeline engine.
- Security Partner GTMFor AWS Security Partners and managed security providers who want security buyers showing an active buying signal, reached in their own language.
- Global MarketsFor partners selling across several countries who need outreach in the buyer's language, local business norms, native-language callers, and a local team.
- AWS Partner Program overviewAll four motions, every region, the engagement levels, and how to request program information.