Discovery call →
Engagements scoped quarterly · currently accepting new clients

Recover unclaimed AWS, Azure & GCP funding and activate partnership revenue.

Executive advisory for B2B SaaS ISVs leaving $800K–$2M+ on the table across hyperscaler programs. Typical activation in three months, co-sell pipeline live, Marketplace listed, MDF and MAP claimed.

Schedule 20-min discovery → Recent recoveries
No discovery fee. NDA on request. Scoped & priced before engagement.
Programs
AWS Partner Network · ACE · Marketplace · ISV Accelerate Azure Partner Program · MACC · Marketplace GCP Partner Advantage · Marketplace
62%
of eligible MDF goes unclaimed by ISVs each quarter, typically expiring within 90 days.
$250K+
average annual cost of a full-time alliance hire, with 3–6 months before productivity.
3×
faster co-sell deal cycles when Marketplace + ACE are wired together, vs. direct.
June 30'26
AWS Partner Central cutover deadline, legacy S3 sync ISVs are at risk.
01 / Services Five engagements

Five engagements, scoped to outcomes.

Every engagement begins with a scoped recovery thesis: what's claimable, when it expires, and what it's worth, before a contract is signed. Pricing reflects the size of the program and the readiness of the partnership, and is shared after the discovery call.

01

Alliance Activation

For ISVs with dormant or unproven cloud partnerships.

A three-month executive engagement that takes you from "we have a partnership" to a measurable, multi-cloud revenue motion. Includes claimable funding recovery, ACE pipeline buildout, Marketplace listing, and PDM relationship activation across the clouds that matter for your account base.

  • Funding audit + recovery: Sandbox / MDF / POC / WMP across AWS, Azure, GCP
  • ACE pipeline standup + CRM sync, with field-aligned co-sell motion
  • Marketplace listing live with first private offer transacted
  • Joint partner plan signed with named PDM / PSM
  • Board-grade reporting on pipeline, GMV, and funding monthly
02

PDM-as-a-Service

For companies not ready for a full-time hire.

Fractional Partner Development Manager who owns your AWS, Azure, and GCP hyperscaler relationships day-to-day: ACE submissions, PDM cadences, MDF requests, WMP, MAP claims, Marketplace operations. Senior expertise, active from week one.

  • Weekly co-sell deal review and PDM 1:1s
  • End-to-end funding request management
  • QBR + joint planning facilitation
03

Funding Recovery Sprint

For ISVs sitting on stale, expiring, or unsubmitted funding.

A 45-day diagnostic-and-claim engagement. We audit your eligibility across Sandbox, MDF, POC, ISV Accelerate, IP Co-Sell, GCP Premier Tier Partner Advantage cash incentive, and CPPO/MPPO opportunities, then prepare and submit every claim with proof-of-execution documentation.

  • Eligibility audit across all three hyperscalers
  • Submission preparation and PDM coordination
  • Performance-aligned fee structure available
04

Marketplace Acceleration

For listings that are live but not converting.

Marketplace listing rescue + GMV growth across AWS, Azure, and GCP. CPPO/MPPO deal structuring, MACC-aligned private offer design, ACE-Marketplace linkage, and PDM enablement so your listing actually moves.

  • Listing diagnostic + competitive positioning
  • Private offer + MACC playbook for top 20 accounts
  • CPPO/MPPO channel-partner enablement
05

Cloud Center of Excellence

For ISVs scaling alliances beyond a single owner.

Operating-model design and enablement for sales, marketing, delivery, and finance teams to absorb cloud routes-to-market. Includes governance, RACI, deal desk integration, and quarterly operating cadence.

  • CCoE operating model + governance design
  • Sales + CS enablement playbooks per cloud
  • Quarterly review with leadership
02 / Case studies Recent recoveries

What activation looks like, by the numbers.

Three recent engagements, anonymized at the client's request. Metrics audited and reflect funding claimed, GMV transacted, and pipeline sourced through cloud co-sell motions.

DevSecOps · ISV SERIES B

Stalled AWS partnership reactivated; ISV Accelerate qualification in 5 months.

Funding recovered (all clouds)$1.2M
Marketplace GMV (Y1)$4.7M
ACE-sourced pipeline$12.4M
Time to first private offer38 days

We had an AWS logo on the website for two years and zero co-sell. After two quarters of work the AWS field knew us, the funding was claimed, and Marketplace was a real revenue channel.

VP Partnerships · 180-person ISV
Outcome value delivered from month one of engagement.
Data infrastructure SERIES C

Multi-cloud GTM rebuild after a failed full-time hire.

Funding recovered (all clouds)$3.4M
MACC-aligned Azure deals closed11
CPPO/MPPO transactions8
Cost vs. failed hire (12 mo.)58% less costs.

The cost of a full-time hire who didn't work out was brutal. This engagement paid for itself in the first MDF claim, the rest has been compound.

CFO · 320-person ISV
AI / ML platform SERIES A

Co-sell program built from zero; founder freed from alliances overhead.

POC funding secured$380K
Active co-sell deals at month 323
Hyperscalers activated3 of 3
Founder hours/week recovered8–10

I was running partnerships out of my inbox at 11pm. Now I look at a monthly board report and the program runs without me touching it.

Co-founder & CEO · 45-person ISV
03 / About Authority

An advisor, not an agency.

Alliances Advisor is a single-principal practice. You work directly with Stefan, not a delivery team that rotates through accounts.

Stefan Tabacaru, Founder of Alliances Advisor
Stefan Tabacaru
Founder · Multi-cloud alliance advisor

10+ years building cloud alliance programs from inside the partner ecosystem.

Stefan has spent the last decade working at the intersection of B2B SaaS go-to-market and the hyperscaler partner programs, first inside cloud-aligned ISVs running co-sell motions, now advising the next generation of Series A–C SaaS companies on how to extract real revenue from AWS, Azure, and GCP partnerships.

The practice serves companies in the US, Israel, and EMEA. Every engagement is scoped against a specific recovery thesis, what's claimable, what's at risk of expiring, what's worth pursuing, before a contract is signed.

40+
ISV programs advised across AWS, Azure, GCP
$60M+
In funding & Marketplace GMV unlocked for clients
3
Continents · US, Israel, EMEA active client base
Background
  • 2020 – NowFounder, Alliances Advisor, multi-cloud alliance advisory for B2B SaaS ISVs
  • 2017 – 2020Director of Alliances, B2B SaaS ISV, scaled AWS & Azure co-sell motion from $2M to $27M ARR
  • 2014 – 2017Partner Development & cloud GTM roles inside the AWS & Microsoft partner ecosystem
  • ProgramsAWS APN, ISV Accelerate, ACE · Azure MACC, Marketplace · GCP Partner Advantage
Hyperscaler programs operated daily
AWS Partner Network
APN · ACE · Marketplace
ACE Pipeline Manager + ISV Accelerate MAP funding submission & recovery Marketplace listings, CPPO & MPPO
Microsoft Azure Partner
Partner Center · MACC · Marketplace
Co-sell & MACC-aligned offer design MDF program management Azure Marketplace transact + private offers
Google Cloud Partner
Partner Advantage · Marketplace
Partner Advantage tier progression Partner Development Fund (PDF) submission GCP Marketplace listing & co-sell
04 / Process How engagements run

Three months from discovery to a working revenue motion.

Engagements are sequenced around the operating cadence of the cloud partner programs, not the calendar.

PHASE 01

Recovery thesis

20-minute discovery, two-week audit. We map every claimable funding source, expiring program, and Marketplace gap against your account base. Output: a recovery thesis with dollar figures and deadlines.

Week 0 – 2
PHASE 02

Build & claim

Funding submissions go in. ACE pipeline is stood up and tied to CRM. Marketplace listing is prepped or rescued. PDMs and PSMs are met with a written joint plan.

Week 2 – 6
PHASE 03

Transact

First private offers go live. CPPO/MPPO channels open. MDF activities run with proof-of-execution attached. Field alignment becomes weekly muscle, not quarterly theatre.

Month 2
PHASE 04

Operate

Monthly board-ready reporting on pipeline, funding, and GMV. Handover plan for an eventual full-time hire, or continuation as fractional PDM.

Month 3+
05 / Resources Field material

Things to read before you book a call.

Operator-grade material drawn directly from live engagements. The Playbook is the internal onboarding document; the Assessment is the diagnostic used in week one; the Brief is the one-pager most ISVs forward to their CRO.

Playbook

The ISV Alliance Playbook

A field manual for activating multi-cloud partnerships, funding recovery, co-sell mechanics, Marketplace operations, and CCoE design. Updated quarterly to reflect AWS, Azure, and GCP program changes.

01Recovery thesis: claimable funds across AWS / Azure / GCP
02ACE pipeline operation & PDM cadence
03Sandbox, MDF & POC submission templates
04Marketplace, private offers, CPPO/MPPO, MACC
v2026.Q3 · PDF · request access See enclosed playbook →
Diagnostic

Cloud Alliance Readiness Assessment

A short self-assessment that surfaces the funding you're leaving on the table and your top 3 program risks. Used in the first week of every engagement.

MAP eligibility
MDF utilization
ACE pipeline health
Marketplace conversion
Scored report Start assessment →
Briefing

AWS Partner Central Migration Brief

The June 30, 2026 deadline, who's at risk, and what to validate before the cutover. The brief most ISVs send straight to their CRO.

Time to AWS Partner Central cutover , d
Risk
Legacy S3 sync
Owner
Alliances + revops
Action
Validate ACE map
Executive brief Read brief →
Interactive tool

Cloud Funding ROI Calculator

Adjust your stage, cloud partnerships, and co-sell activity to see your estimated annual program potential across AWS MDF, POC, MAP, ISV Accelerate, Azure Co-op, and GCP PDF.

AWS programs
Azure programs
GCP programs
Total potential
Live estimates · no sign-up Open calculator →
06 / FAQ Common questions

What partnership leaders ask before engaging.

The funding audit completes inside the first two weeks. First MDF and POC submissions typically go in by week 3, with the first claims approved between weeks 6–10. Sandbox, WMP, and PIF funding tends to clear later in the engagement because of the customer-migration eligibility timing. Most clients see their first six-figure approval inside the first 90 days.
A full-time hire runs $150K–$250K+ all-in, takes 3–6 months to recruit, and another quarter to become productive against your specific cloud programs. Alliances Advisor is senior-level from week one, scoped to a defined outcome, and priced against the value of the program. Most clients use the engagement to prove the model before deciding whether a full-time hire makes sense in year two.
Yes, many engagements run alongside an in-house lead. The advisor brings depth on specific programs (MACC, CPPO/MPPO, ISV Accelerate, WMP eligibility) that an in-house generalist rarely has time to master across three clouds. Engagements can also be structured as targeted sprints, Funding Recovery, Marketplace Acceleration, that don't disrupt the in-house owner's roadmap. It's also a fit for companies that don't have any alliances role in their organization yet.
Both are available, and with a success-based structure you may earn an extra discount on the fixed price so both sides stay aligned on success. Most engagements run on a fixed monthly fee, predictable for finance, accountable to a written scope. The Funding Recovery Sprint can optionally run on a success-fee model (8–15% of recovered funds, with a lower fixed monthly). Marketplace Acceleration can blend the two. The right structure is decided after the recovery thesis is scoped, not before.
B2B SaaS ISVs at Series A through Series C typically see the highest return. At this stage there's enough revenue and customer concentration to make co-sell, Marketplace, and funding programs meaningful, but rarely enough scale to justify a dedicated, multi-cloud alliance team. Founder-led growth-stage companies are a particularly strong fit because the founder is usually the one absorbing partnerships work today.
A weekly 60-minute working session with the partnership owner, async access via Slack or shared channel for the duration, a written joint partner plan with each hyperscaler, and a monthly executive report. The advisor sits inside your tools (CRM, Marketplace consoles, Partner Center, ACE) operating on your behalf, not handing over recommendations and waiting.
The active practice focuses on Israel, EMEA, and the US because those are the regions where Stefan has the deepest PDM/PSM relationships across all three clouds. APAC engagements are taken selectively, typically when the ISV has a customer center of gravity in Israel or the US. The discovery call is the right place to confirm fit.
Discovery call

Twenty minutes to know what's claimable.

The discovery call is structured, not a sales conversation. We walk through your current partnership status across AWS, Azure, and GCP and you leave with a written list of the funding and programs you're likely leaving on the table, whether or not we engage.

DURATION
20 minutes
FEE
No fee · NDA on request
OUTPUT
Written recovery snapshot
What to bring

So the 20 minutes are useful

  • Your current AWS / Azure / GCP partnership tiers
  • A rough sense of cloud-adjacent ARR
  • Anything that's expiring or stalled you want eyes on
Schedule discovery call →
Direct calendar · alliancesadvisor.com