Understanding the Operational Flow of CPPO Deals

Dive into the operational flow of Channel Partner Private Offers (CPPO) deals. Get expert tips on managing order documents, updating agreements, and ensuring legal compliance for streamlined, successful partnerships.

Channel Partner Private Offers (CPPO) play a significant role today, especially for AWS Marketplace users. If you’re an Independent Software Vendor (ISV) or a channel partner, knowing how to handle CPPO deals can make your life much easier. 

This blog breaks down the key steps and tips for managing these offers, focusing on handling order documents.

We’ve got insights from folks in the field, like Justin Forth, Global Director – Cloud Partnerships at LogicMonitor and Sanjay Mehta, Chief Cloud Officer at Tackle. They share their experiences and advice on best practices and common hurdles. Andrea Henry, Principal Partner Go To Market at Dataiku, also adds her own tips, making this a solid guide for anyone dealing with CPPO workflows.

What are CPPO Deals?

CPPOs are customized deals that ISVs create for their channel partners. 

These deals allow ISVs to offer their products through partners at negotiated prices and terms. CPPO deals are especially common on platforms like the AWS Marketplace, where streamlined workflows help close deals faster and more efficiently.

CPPO deals matter because of the following reasons:

  • Customization: Tailor offers to meet specific partner needs.
  • Efficiency: Streamline the sales process with pre-approved terms.
  • Scalability: Expand market reach through channel partners.
  • Flexibility: Adjust offers quickly to respond to market changes.
  • Compliance: Ensure deals meet legal and operational requirements.

Justin points out that “the Channel Partner adds the paper that will go to the customer,” highlighting the importance of tailored documentation in CPPO deals.

For example, an ISV might offer a discounted bundle to a key partner, a partner might need specific terms for a large enterprise client, or a company might aim to simplify the sales process for its channel partners.

Key Components of the CPPO Workflow

1. Initiating a CPPO

Starting a CPPO deal involves several critical steps to ensure everything runs smoothly. The process begins with the ISV and the channel partner discussing and agreeing on the deal’s specifics. 

Justin explains, “Once the ISV, reseller, and customer are all good to go with the terms and pricing, the ISV opens up the offer for the reseller.” 

This includes:

  • Pricing
  • Terms
  • Any special conditions that must be met

The goal is to have a clear and mutual understanding from the outset.

Sanjay adds, “The actual offer is issued from the CPPO partner and in theory they should be setting the end price based on the authorization level you approved in the marketplace,” highlighting the importance of understanding pricing dynamics within the CPPO process.

2. Role of ISVs and Channel Partners

ISVs and channel partners play distinct yet complementary roles in CPPO deals. 

The ISV typically provides the product or service, while the channel partner acts as an intermediary, helping to reach a broader market. This partnership leverages each party’s strengths to maximize the deal’s success.

By working together, ISVs and channel partners can ensure that all legal and operational requirements are met, leading to more successful outcomes.

Navigating the legal and operational aspects of CPPO deals requires careful attention to detail. Both the ISV and the channel partner must ensure that all agreements comply with relevant regulations and internal policies. 

This often involves updating existing reseller agreements to include specific terms for marketplaces like AWS.

Andrea mentions, “We are planning to update the reseller agreements to include the MP specifics.”

Properly managing these aspects ensures compliance and builds trust between all parties involved, paving the way for smoother operations and successful deals.

The Role of Order Documents in CPPO Deals

Order documents serve as the official record of the agreed-upon terms between the ISV, the channel partner, and the customer. These documents outline the deal’s specifics, including pricing, product details, and any special conditions. 

A clear and comprehensive order document helps ensure all parties are on the same page, reducing the risk of misunderstandings and disputes.

Here’s why you need order documents:

  1. Clarity: Clearly outlines the terms and conditions of the deal.
  2. Legal Compliance: Ensures all terms meet legal requirements.
  3. Accountability: Holds all parties accountable to the agreed terms.
  4. Efficiency: Streamlines the approval and processing of the deal.
  5. Record Keeping: Provides a formal record for future reference.

Best practices for managing order documents include ensuring that all terms are clearly defined and agreed upon before the document is finalized. This involves thorough communication between the ISV, the channel partner, and the customer. 

It’s also crucial to keep these documents updated and easily accessible to all relevant parties.

Common Challenges and Solutions

CPPO deals can be complex, and there are various challenges that legal and ops teams might face. Here are some common issues and practical solutions to address them:

Challenge 1: Miscommunication Between ISV and Channel Partner

Solution: Establish clear communication channels and regular check-ins to ensure both parties are aligned. Use detailed documentation and centralized platforms to share updates and progress.

Solution: Regularly update reseller agreements to reflect current marketplace terms and legal regulations. Legal teams should be involved early to review and approve all documents and agreements.

Challenge 3: Managing Order Documents Efficiently

Solution: Implement a standardized process for creating, reviewing, and storing order documents. Use digital tools for document management to ensure easy access and version control. Ensure all terms are clearly defined and agreed upon before finalizing the document.

Challenge 4: Finalizing Terms and Pricing

Solution: Conduct thorough negotiations and reach a consensus on terms and pricing before submitting the CPPO. Ensure all parties sign off on the final terms to avoid discrepancies later. As Justin mentioned, signatures confirm that the pricing and terms are final and prevent multiple offers from being created.

Updating Reseller Agreements

Updating reseller agreements to include marketplace specifics is essential for smooth CPPO deals. These updates ensure that all parties are clear on the terms and conditions, which helps prevent legal issues and misunderstandings. 

Here are some steps you can take when updating reseller agreements:

  1. Review Current Agreements: Analyze existing agreements to identify areas needing updates.
  2. Consult Legal Teams: Work with legal experts to draft new terms that comply with marketplace specifics.
  3. Incorporate Marketplace Terms: Add specific terms related to AWS Marketplace or other relevant platforms.
  4. Communicate Changes: Inform all relevant stakeholders about the updates, including channel partners and internal teams.
  5. Finalize and Sign: Ensure all parties review, agree, and sign the updated agreements.

Regularly updating these agreements ensures compliance and builds trust among all parties involved. 

Clear, updated agreements make the CPPO process smoother, reducing potential friction and enhancing collaboration. Taking these proactive steps helps maintain a strong, legally sound foundation for all deals moving forward.

Finalizing Quotes and Order Forms

The final step in the CPPO process is finalizing quotes and order forms, ensuring all parties agree on the terms before the deal is submitted. 

This involves thorough negotiations between the ISV, the channel partner, and the customer to lock in pricing and specific conditions. Clear, finalized documents prevent misunderstandings and ensure everyone is on the same page.

“The ISV and channel partner should have all quotes, order forms, etc., finalized before submitting the CPPO,” advises Justin. This step is usually done independently of AWS, allowing the involved parties to settle all details directly. Once everyone agrees, the CPPO offer can be officially opened, streamlining the process and avoiding any last-minute changes.

Ensuring compliance and accuracy in these documents is crucial. 

Signatures from all parties can further confirm that the terms and pricing are final. As Justin mentions, Some ops teams like the signatures because that confirms that the pricing and terms are final. However, it is not required since the acceptance of an AWS private offer becomes a binding agreement with any attached terms becoming the governing terms. You can speed up deals by not requiring signatures. It is also worth looking into the standard contracts AWS provides that can help to further accelerate the closing process via AWS Marketpalce.


Mastering the CPPO workflow, from initiating offers to finalizing order documents, is essential for ISVs and channel partners. Follow best practices, communicate clearly, and stay compliant to streamline your CPPO processes and avoid common pitfalls. Take actionable steps from experts like Justin and Andrea to ensure meticulous preparation and documentation. Doing so will foster more successful and efficient partnerships, confidently driving your business forward. 

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