In this episode of Alliances, I sit down with Tim Cleary, VP, Technology Partnerships & ISVs at Coder, to break down the AWS partnership step by step: when it's worth it, how to get listed, and how to get AWS reps to bring you into their deals.

Coder has a free open source product and sells exclusively to enterprise customers. The company just raised its Series C.
Today roughly 20% of its revenue closes through AWS Marketplace, and AWS has become its largest reseller.

Tim has been in partnerships since 2019 and has run the zero to one motion at several early-stage startups. He joined Coder in the fall of 2024 as a partner team of one and is now building an alliances team across the US and Europe.

In this conversation, Tim shares:
- Why the first question is should you? and how a plus/minus analysis of his pipeline showed deal velocity was 2x on AWS compared to Azure, GCP or on-prem
- Build, Market, Sell: why you speed run the basics,
- Let Tackle, Suger or Clazar handle the Marketplace listing (4 to 6 weeks, one PM and one engineer)
- How ACE registrations unlock cosell eligibility, and why you need your CFO on your side so sellers never get penalized for Marketplace fees
- The two things that flipped the switch: the Global Startup Program and winning over AWS solution architects, which led to a deal close to $500K ARR closed in under three months
- How to pitch an AWS rep: customer stories first, then a spreadsheet showing how much of their quota you can retire
- Private offers, deals twice as big, and what he would do differently, from the SaaS listing to saying no to random acts of marketing

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Connect with Tim: https://www.linkedin.com/in/tim-cleary/
Partner with Coder: https://coder.com/partners
Connect with Maxime: https://www.linkedin.com/in/maximeimbert-partnerships

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