"This is my second time buying Suger at a company — and I'll keep using it as long as I'm managing an AWS partnership."
Overview
For Simpplr, a leading AI-powered employee experience platform, scaling AWS Marketplace revenue required more than a listing — it demanded automation and buyer intelligence. The company needed a platform that could handle high-volume co-sell operations, sync AWS engagement data directly into Salesforce, and adapt to how their partnerships team actually worked.
By implementing Suger, Simpplr automated their entire marketplace motion and drove over $2M in revenue in their first year.
Opportunity
Differentiating and winning deals through Marketplace
Korina Aviles, Director of Cloud Partnerships at Simpplr, wasn't new to marketplace management platforms. At her previous company she'd used a legacy solution to manage AWS Marketplace operations. The relationship with the vendor was fine — the platform itself was the problem.
"At my previous company we were using a legacy platform before Suger. While I wasn't involved in the initial evaluation, after using it for a few months it felt very similar to working directly within AWS APN — but with a significant added cost. Although we had a strong account team and made efforts to maximize the platform, it ultimately lacked the flexibility, customization, and automation we needed.
Suger stood out not just for its roadmap, but for its willingness to truly partner with us. Even where functionality was still evolving, their team took the time to understand our specific use cases and worked alongside us to shape the solution. That commitment to customer success and ability to deliver meaningful impact is what ultimately solidified our decision — and they've continued to deliver on that promise."
When Korina joined Simpplr, she knew exactly what the team needed to succeed with AWS Marketplace, and which vendors could actually deliver it. The requirements were straightforward:
- Co-sell automation. Manual workflows wouldn't cut it for the volume they planned to drive. Simpplr needed co-sell automation that could handle hundreds of opportunities without burying the partnerships team in busywork.
- AWS buyer intelligence. They wanted to see which accounts were actively exploring AWS Marketplace purchases before those accounts reached out — prioritizing based on real buyer intent, not guesswork.
- Salesforce integration. Engagement scores needed to live on Salesforce account fields, not just opportunity records — so the sales team could prospect and filter the way they already worked.
After evaluating the market, Suger stood out for its technical capabilities and willingness to deliver what Simpplr needed.
Solution
Building a scalable marketplace motion
Suger delivered where previous platforms couldn't.
"We wanted the engagement scores without having to co-sell every single deal manually. That's what really got me speaking with Bryan and how we could improve our existing processes."
- AWS engagement scores for smarter prioritization. Suger's proprietary buyer-intent data showed Simpplr which accounts were actively exploring AWS Marketplace. Unlike platforms that only surface this after a formal co-sell submission, Suger provided it proactively — letting Simpplr spot high-value opportunities early.
- Salesforce field-level integration. Working with Suger's team, Simpplr configured AWS, Azure, and GCP engagement scores to sync directly into custom Salesforce account fields. Keeping scores at the account level — not just the opportunity level — let the team do real prospecting on their target account list, not just track deals already in progress.
- Automated private offers. Suger eliminated the manual grind of creating private offers. Reps initiated offers directly from Salesforce, and everything synced automatically to AWS Partner Central, with Slack and email notifications keeping everyone informed.
- Co-sell auto-enrichment. The platform automatically filled in missing fields and shared referrals with AWS, keeping data clean and accurate without manual cleanup.
- API-first integration. Suger connected seamlessly with Simpplr's tech stack — Salesforce, Slack, and AWS systems all talking to each other automatically.
Implementation was quick. Suger worked with Simpplr to set up custom Salesforce fields, configure enrichment rules, and build out automated workflows. Within two weeks, everything was live.
Outcome
Real marketplace revenue, automated
Within 12 months, Simpplr built an AWS Marketplace motion that delivered real results.
- Over $2M in marketplace revenue in year one. Suger's combination of automation, engagement intelligence, and co-sell capabilities helped Simpplr identify the right opportunities, engage the right AWS partners, and close deals efficiently.
- Real-time visibility. With engagement scores synced into Salesforce account fields, the entire sales organization could prioritize based on actual buyer intent — knowing which tier-one accounts were showing AWS Marketplace interest.
- 40+ AWS sales reps engaged, 700+ opportunities shared. In year one, Simpplr's team engaged over 40 AWS reps and shared 700+ opportunities, building the relationships needed to accelerate deals and expand their AWS footprint.
"This is my second time buying Suger at a company. And I will continue to use it as long as I am managing an AWS partnership."
About Simpplr
Simpplr is the leading AI-powered employee experience platform that helps organizations create personalized, engaging workplace experiences. Trusted by hundreds of enterprise customers, Simpplr's platform brings together communication, knowledge management, and employee services in one unified digital destination. By partnering with AWS and leveraging cloud marketplace channels, Simpplr makes it easier for customers to procure and deploy their platform using existing cloud commitments.
Learn more at simpplr.com.