Apex Alliance — AWS partnership strategy for the AI era.
AWS just changed the game for partners. AI is the new co-sell motion.
Strategic advisory for AWS partners ready to activate the AI opportunity — Bedrock co-sell, GenAI Competency, Partner Central AI agents, and the new ISV Accelerate benefits.
Retainer engagements are selective — by invite only
Partnership Audit
A full review of your APN standing, PDM relationship, tier trajectory, and co-sell pipeline. Delivered in week one.
Tier Advancement Strategy
Build the playbook to move from Verified to Advanced — or Advanced to Premier. GenAI Competency, Agentic AI categories, SCA, and AM compensation mechanics included.
Co-Sell & Marketplace
Activate the new ISV Accelerate benefits (March 2026), structure private offers, and build a Bedrock co-sell motion that your PDM will actually champion.
GenAI Competency Strategy
Navigate the AWS Generative AI Competency — including the new Agentic AI categories added in 2025. The fastest path to differentiation and enterprise co-sell access in the AI era.
The AWS Partner Playbook — Course Coming Soon
75% OFF for early adoptersWhat We Do
Senior expertise.
Without the overhead.
Apex Alliance engagements are embedded, selective, and outcome-driven. You get the experience of a senior practitioner without the cost and risk of a full-time hire.
Apply for an EngagementPartnership Audit
A full review of your APN standing, PDM relationship, tier trajectory, and co-sell pipeline. Delivered in week one.
Tier Advancement Strategy
Build the playbook to move from Verified to Advanced — or Advanced to Premier. GenAI Competency, Agentic AI categories, SCA, and AM compensation mechanics included.
Co-Sell & Marketplace
Activate the new ISV Accelerate benefits (March 2026), structure private offers, and build a Bedrock co-sell motion that your PDM will actually champion.
GenAI Competency Strategy
Navigate the AWS Generative AI Competency — including the new Agentic AI categories added in 2025. The fastest path to differentiation and enterprise co-sell access in the AI era.
Partner Central AI Agents
AWS Partner Central now has built-in AI agents (Bedrock AgentCore) that surface pipeline insights and co-sell recommendations. Learn how to use them to accelerate your co-sell motion.
Alliance Program Execution
MAP, MDF, DRAG, and Competency programs — executed by someone who has run them, not just read the documentation.
SCA Negotiation
Strategic Collaboration Agreement strategy — how to get one, what to put in it, and how to activate it.
Enterprise Co-sell Playbook
The playbook for closing enterprise deals through the AWS field — what works and what doesn't.
The Practitioner
15 years inside cloud.
Now in your corner.
Lee Wagner has spent a decade running AWS partnerships at scale — as UK Country Manager for PCAN Partners (600+ AWS partners, 16 countries), AWS Alliance Director, and a 9× AWS re:Invent attendee. He is PCAN PAL Accredited, AWS Certified Cloud Practitioner, and Certified TBM Executive (CTBME). He has spoken at AWS GenAI Loft London alongside Jeff Barr (VP & Chief Evangelist, AWS) and has navigated every AWS programme from DRAG and ISV Accelerate to GenAI Competency and SCA negotiation. His current focus is helping AWS partners activate the AI opportunity — Bedrock co-sell, Agentic AI Competency, and Partner Central AI agents — before the window closes.
17,000+ followers on LinkedInPCAN PAL Accredited — Partner Alliance Leader (PCAN.cloud)
9× AWS re:Invent attendee — plus AWS Summits across London, Amsterdam, Berlin
UK Country Manager — CADy Shack / PCAN Partners (600+ AWS partners, 16 countries)
AWS Alliance Director — decade of co-sell, Marketplace, GenAI Competency, and tier advancement experience
Certified TBM Executive (CTBME) — TBM Council
Gartner Peer Insights Ambassador — GTM & Technology Finance
Speaker: AWS GenAI Loft London — panel with Jeff Barr (VP & Chief Evangelist, AWS)
AWS Certified Cloud Practitioner (AWS CCP)
Retainer Pricing
Fractional leadership. Fixed monthly investment.
Engagements run on a monthly retainer. No long-term lock-in. Cancel with 30 days' notice.
Get the relationship working
Activate
For new or dormant AWS partners that need to get the relationship working.
Build a systematic motion
Accelerate
For active partners ready to build a systematic co-sell and Marketplace motion.
Scale globally
Scale
For partners building a global AWS partnership motion.
Also available: one-off strategy workshops and audits. Enquire.
The AWS Partner Playbook
Co-sell, Marketplace, GenAI Competency, and Tier Advancement from the Inside
15 modules. Built from 15 years of practitioner experience — available to early adopters at 75% off the full launch price.
What You'll Learn
Activate DRAG and build a systematic co-sell motion with AWS field sellers.
Negotiate and activate a Strategic Collaboration Agreement with AWS.
Unlock and maximise MDF, MAP, and the new ISV Accelerate benefits (including the March 2026 enhancements).
Close enterprise deals through Marketplace using EDP, private offers, and CPPO.
Navigate the AWS Generative AI Competency — including Agentic AI categories — and use it to unlock enterprise co-sell and tier advancement.
Use AWS Partner Central AI agents (Bedrock AgentCore) to surface pipeline insights and accelerate your co-sell motion.
Course Modules
The AWS Partner Ecosystem
How the APN actually works — tiers, programmes, and the mechanics AWS doesn't publish.
PDM Engagement Strategy
How to build a real relationship with your Partner Development Manager — and what to ask for.
Co-sell with DRAG
The Demand Generation and Revenue Acceleration programme — how to activate it and use it.
Marketplace Strategy
Private offers, EDP, and CPPO — the commercial mechanics of AWS Marketplace.
MDF and MAP Activation
How to access and maximise Market Development Funds and Migration Acceleration Programme benefits.
Tier Advancement Roadmap
The exact steps to move from Verified to Select to Advanced to Premier.
Competency and SCA Strategy
How to pursue an AWS Competency and negotiate a Strategic Collaboration Agreement.
ISV Accelerate Premier
The insider mechanics of ISV Accelerate Premier — and how to qualify and activate it.
Co-build Facilitation
How to structure joint development with AWS and turn it into pipeline.
Alliance Director Operating Model
How to run the AWS partnership as a business function — not a relationship.
Enterprise Co-sell Playbook
The playbook for closing enterprise deals through the AWS field — what works and what doesn't.
Building Your 12-Month Partnership Plan
A complete roadmap that AWS will co-invest in — the framework Lee has used across a decade.
The AWS AI Partner Opportunity
Why AI is the biggest opportunity in the AWS partner ecosystem since the cloud itself — Bedrock, Agentic AI, GenAI Competency, and what it means for your partnership strategy.
Generative AI Competency
How to pursue the AWS Generative AI Competency — including the new Agentic AI categories added in November 2025. The validation path, customer reference requirements, and how to use it to accelerate tier advancement.
Partner Central AI Agents
AWS Partner Central now has AI agents powered by Bedrock AgentCore. This module covers how to use them for pipeline insights, co-sell recommendations, and funding eligibility — and what it means for your alliance operating model.
Early adopter price — locked in forever.
Register your interest now. Payment link sent by email within 24 hours.
Who This Is For
AWS Alliance Directors and partnership leads at ISVs and SaaS companies
Founders and CEOs of AWS partners who aren't getting ROI from the relationship
Sales and commercial leaders at cloud companies building a partner-led motion
Consultants advising AWS partners on tier advancement and co-sell strategy
Glossary
Key terms, clearly defined.
The language of Apex can be opaque. Here are the terms that matter — explained with the depth a practitioner needs.
APN
1 of 19 terms
AWS Partner Network — the global programme through which AWS engages with technology and consulting partners. Partners are tiered as Registered, Select, Advanced, and Premier. Each tier requires increasing levels of AWS certifications, customer references, and revenue commitment. The APN is the primary mechanism through which AWS distributes co-sell support, MDF, and programme access — and the tier you hold determines the quality of the relationship you can access.
AWS Partner Network — the global programme through which AWS engages with technology and consulting partners. Partners are tiered as Registered, Select, Advanced, and Premier. Each tier requires increasing levels of AWS certifications, customer references, and revenue commitment. The APN is the primary mechanism through which AWS distributes co-sell support, MDF, and programme access — and the tier you hold determines the quality of the relationship you can access.
19 terms
FAQ
Common questions
Work With Lee
Engagements are selective. Apply for an invite.
Apex Alliance works with a small number of clients at any one time. Tell us about your situation — if there's a fit, we'll be in touch within 48 hours.
Book a Call
Request an Invite
By invite only. Engagements are selective — we work with a small number of clients at any one time.