year-over-year marketplace growth
year-to-date co-sell opportunities
growth in contract value through AWS Marketplace
Boomi & AWS Partnership Summary
AWS and Boomi have forged a strategic partnership that allows enterprise customers to easily purchase Boomi's iPaaS solutions through AWS Marketplace while taking advantage of AWS's AI capabilities. Powered by WorkSpan’s HyperScaler edition, the collaboration has proven highly successful, with Boomi seeing 6.5x growth in contract value through AWS Marketplace, streamlining 400+ customer renewals, and working closely with AWS on technical initiatives like GenAI competency programs.
The Challenge
Boomi was seeking to grow efficiently and maintain agility within a rapid-moving and ever-emerging GenAI landscape. Joe Estes, Global Alliance Director for AWS at Boomi had to balance AI product development with market demands, an unmanageable amount of manual co-sell motions, and a lack of buy-in to leverage the AWS Marketplace across their full customer lifecycle.
The Partner Strategy
Estes leveraged Boomi’s partnership with AWS to develop a strategic go-to-market plan that maximized co-sell opportunities and drove significant growth. AWS’s expertise and resources helped identify and connect with key strategic partners, leading to increased engagement and support from Boomi’s leadership. As a result, Boomi saw 6.5x growth in total contract value (TCV) on AWS Marketplace, a 67% increase in ACE launches, a 146% increase in referrals sent to AWS, and a 119% increase in referrals received from AWS.
Boomi’s approach to this partnership included:
Workload Migration Program - Boomi developed a targeted offering around this program, unlocking rebates and credits that funded sales incentives and customer promotions. “They fund sales spiffs for our sales team. They fund different incentives we can offer our customers,” said Estes.
Marketplace Promotions - Periodic promotions drove additional visibility and sales through AWS Marketplace. “There’s a growing demand for customers that are already familiar with marketplace,” said Estes.
Competency Programs - Pursuing designations like Gen AI opened doors to high-value engagements, transforming technical expertise into tangible business opportunities and elevating partnerships beyond just transactions.
Product Alignment - Boomi's decision to build AI capabilities on AWS services deepened the technical partnership while better serving their customer. “We found AWS and their tool set and the models they support to be the most agnostic,” said Estes. “and facilitate whatever AI agents or technologies our customers are using.”
Estes utilized AWS's expertise and market data to convince Boomi's executives to move renewal business from direct management to AWS Marketplace. "They helped me articulate the value that other ISVs and companies are seeing and using marketplace,” said Estes, “and enabled me to then better sell the concept, the idea, to my executive team.”
"About 400 to 500 renewals that we've done on the marketplace show that customers renew earlier, with less negotiation, and our price increases get accepted faster."
Hyper Growth in AWS Marketplace
Following their AWS partner’s guidance, Boomi fully embraced AWS resources, pursuing multiple competencies and participating in programs like the Workload Migration Program.
Boomi also utilized AWS Marketplace promotions (MPOP) to drive sales, contributing to their 3000% year-over-year increase in marketplace growth.
Taking GenAI to Market with AWS
Boomi maintained agility by collaborating closely with AWS on emerging technologies, with AWS bringing Boomi into conversations with major service companies. Estes mentions, "They'll introduce us as an option to facilitate that use case so we get included in some of those leading edge opportunities.”
“AWS is passionate about making sure we're working with our partners, understanding what it is they're trying to do, and helping them to be successful in taking Gen AI to market with AWS, Ayuma Sangale, Senior Manager, Sales Strategy at AWS.
“It's really important that our partnerships and our alliances are strong, because we're not going to be able to do it without each other.”Ayuma Samgale, Senior Manager, Sales Strategy, AWS
Scaling with WorkSpan
WorkSpan powered Boomi's rapid partnership growth by automating over 1,200 co-sell opportunities with AWS within 6 months. This shift from manual processes enabled partner managers to focus on higher-value activities like strategic relationship-building, and the investment in measuring partner revenue flows provided data-driven insights that fueled Boomi's growth in the AWS ecosystem.
“The automation we put in place with WorkSpan has been critical. Without the automation, without the technology, it would be miserable.”Joe Estes, Global Alliance Director for AWS, Boomi
The Results
And the efficiency wasn't just about numbers—it was also the speed and quality of engagement. "Within two or three days within our Salesforce environment, we can submit an opportunity referral over to AWS. Within two or three days, our account teams are on the phone, talking," Estes explains.
This rapid connection allowed Boomi and AWS to present a united front to customers, leveraging their combined strengths to win deals and drive mutual growth.
Conclusion
The Boomi-AWS partnership demonstrates how deep integration, combined with a shared vision and collaborative approach, can drive massive growth and innovation. Boomi's partnership with AWS and utilization of WorkSpan Hyperscaler Edition is a mode for how ISVs can build a comprehensive partnership and position themselves for exponential growth.
