This guide is designed for partners submitting opportunities (opps) to AWS through AWS Partner Network (APN) using ACE. It is intended for customers without a Labra CRM integration, submitting opportunities directly via Partner Central. It explains what ACE referrals are, why certain fields are required, and best practices to ensure your referral is successfully accepted and supported by AWS.
If you are new to ACE, this document is intended to remove guesswork and help you submit clean, complete, and actionable referrals.
What is an ACE Referral?
AWS ACE (APN Customer Engagements) is the system AWS uses to:
- Review partner-submitted opportunities
- Assign AWS sales resources
- Track co-sell progress
- Validate partner-sourced or partner-led deals
When you create a referral directly in AWS Partner Central (ACE), AWS reviewers rely entirely on the information you submit to understand:
- Who the customer is
- What problem they are solving
- How AWS is involved
- What support you are requesting from AWS
⚠️ Incomplete or unclear referrals are often rejected or stalled, so accuracy matters.
General Best Practices Before You Start
- Ensure the opportunity owner is registered and active in AWS Partner Central (APN)
- Confirm customer details (company name, website, country)
- Be concise but specific in descriptions and use cases
- Avoid internal jargon—write for an AWS audience
- Fill optional fields when they help AWS understand or support the deal
Required Fields (ACE / APN Submission)
These fields must be completed for the referral to sync successfully to AWS.
| Field | Description | Best Practice |
|---|---|---|
| AWS Partner Central User | The person who owns the opportunity (must be registered in AWS Partner Central). | Ensure this user exists in Partner Central and matches the Salesforce owner. |
| Country | Primary country where the customer operates. | Use the customer’s HQ or primary buying location. |
| Customer Company Name | Official legal name of the customer. | Match the name used in contracts or AWS records. |
| Customer Website | Customer’s website URL. | Avoid placeholders; use a valid, public URL. |
| Delivery Model | How your solution is delivered (SaaS, on‑premises, hybrid). | Select the model AWS resources will support. |
| Description | Summary of the opportunity and your role. | Clearly state what you are selling and how AWS is involved. |
| Estimated AWS Monthly Recurring Revenue | Expected monthly AWS revenue. | Provide a realistic estimate; AWS uses this for prioritization. |
| Industry | Customer’s industry. | Choose the closest match; use “Other” only if needed. |
| Is from Marketing Activity? | Whether the opp originated from marketing. | Mark accurately—this affects AWS reporting. |
| Referral Name | Short title for the opportunity or project. | Use a clear, customer-facing name (e.g., "CustomerName – Product – Region"). |
| Postal Code | Customer’s ZIP or postal code. | Use the main business location. |
| Submit to AWS (ACE) | Sends the opportunity to AWS for review. | Must be enabled to submit to ACE. |
| Target Close Date | Expected close or go-live date. | Use your best forecasted date. |
| Use Case | Customer’s problem or goal. | Focus on the business challenge, not product features. |
Optional Fields (Strongly Recommended for Better AWS Engagement)
These fields are not mandatory, but completing them improves AWS visibility, speeds up engagement, and increases the likelihood of support.
Customer & Account Details
| Field | Description | When to Use |
| Account | Customer’s 12-digit AWS Account ID. | Use when the customer already has an AWS account. |
| Customer DUNS Number | Dun & Bradstreet identifier. | Helpful for enterprise customers. |
| Customer Contact Fields | Name, email, title, phone. | Add when AWS may contact the customer directly. |
| Address Fields | Street, city, state, postal code. | Useful for regional AWS alignment. |
Opportunity & Commercial Details
| Field | Description | When to Use |
| Opportunity Type | New, Renewal, or Expansion. | Always use for clarity on deal motion. |
| Customer Software Value (TVC) | Total contract value. | Use for larger or strategic deals. |
| Currency | Contract currency. | Required for non-USD deals. |
| Contract Dates | Effective and expiration dates. | Helpful for renewals and long-term contracts. |
| Procurement Type | One-time, subscription, etc. | Aligns AWS expectations on billing. |
AWS & Co-Sell Context
| Field | Description | When to Use |
| AWS Products | AWS services involved. | Always include if known. |
| Solution Offered | AWS solution(s) proposed. | Select all that apply. |
| Primary Need from AWS | Support requested (sales, technical, marketing). | Critical for AWS engagement. |
| Next Step | Planned follow-up action. | Helps AWS know how to engage. |
| Sales Activities | Activities completed so far. | Shows deal maturity. |
| Referral Stage | Business lifecycle stage. | Keep updated as the deal progresses. |
Marketing & Program Fields
| Field | Description | When to Use |
| APN Programs | Relevant AWS partner programs. | Use if the deal aligns to a program. |
| Was MDF Used? | Indicates MDF usage. | Required for MDF reporting. |
| Marketing Activity Fields | Campaign name, channel, use case. | Use for marketing-sourced opps. |
Competitive & Compliance Fields
| Field | Description | When to Use |
| Competitive Tracking | Other cloud providers involved. | Use when AWS is competing. |
| Other Competitive Tracking | Specify competitors if “Other” selected. | Keep concise. |
| Has Classified NatSec Information? | National security indicator. | Use only when applicable. |
Common Reasons Referrals Are Rejected
- Missing or incorrect required fields
- Vague descriptions or use cases
- Unrealistic revenue estimates
- Opportunity owner not registered in Partner Central
- No clear ask from AWS
Final Tips for Successful ACE Submissions
- Write as if AWS knows nothing about the customer
- Keep descriptions short but informative
- Update the referral as the opportunity progresses
- Use optional fields strategically—they improve AWS engagement
🎉 If you follow this guide, your referrals will be easier for AWS to review, approve, and support.