# What is AWS Partner CRM integration?
Customer relationship management (CRM) integration connects your CRM system with AWS Partner Central. In turn, that enables you to exchange selling engagements with AWS Sales, and with other AWS partners. If you use Salesforce, you can also integrate it with AWS Marketplace as a seller and attach offers to your opportunities.
CRM integration provides several advantages:
+ **Unified lead and opportunity management** – Leads and opportunities appear in your CRM system, so sales teams no longer need to maintain identical data across systems. You can scale sales engagements, and manage leads and opportunities, in one place.
+ **Automated coselling operations** – You can use standardized rules and validations. That allows CRM administrators to set up notifications, reports, and other integrations. Administrators can also build workflows to automatically match opportunities and control the quality of sales data at the source.
+ **Simplified coselling workflows** – Sales teams don't need Partner Central training to oversee coselling deals.
+ **Integration with AWS Marketplace** – Salesforce users can attach private and public offers to sales opportunities.
The following topics explain how to select and create a CRM integration.
**Topics**
+ [Integration options](routes-for-crm-integration.md)
+ [Integration prerequisites](crm-integration-setting-up.md)
+ [Working with referrals, leads, and opportunities](crm-integration-business-flows.md)
+ [Getting started](crm-integration-getting-started.md)
+ [Partner Central API setup](guided-setup-apis.md)
# Integration options
You can use the following integration options:
+ **The AWS Partner CRM connector (Salesforce only)** – A no-code solution for integrating Salesforce with AWS Partner Central and AWS Marketplace. For information about integrating the connector, refer to [What is the AWS Partner CRM connector for Salesforce?](aws-partner-crm-connector.md) later in this guide.
To download the connector, go to the [Salesforce AppExchange](https://appexchange.salesforce.com/appxListingDetail?listingId=a0N4V00000IYf0nUAD).
+ **Third-party integration** – A customized integration offered by third-party service providers. For information about a third-party integration, contact the provider.
+ **Custom integration** – A customized integration using the AWS Partner Central APIs.
For more information about this type of integration, refer to the [AWS Partner Central API Reference](https://docs.aws.amazon.com/partner-central/latest/APIReference/aws-partner-central-api-reference-guide.html).
**Note**
This guide assumes you have the technical skills needed to build and maintain a custom integration.
Custom integrations do not support lead management.
The CRM connector only works with Salesforce. Third-party and custom integrations support a wide variety of CRM systems, such as Zoho and Microsoft Dynamics.
The following table provides more information about the integration options:
| | **AWS Partner CRM connector (Salesforce only)** | **Third-party integration** | **Custom integration** |
| --- | --- | --- | --- |
| Description | An AWS managed package, available for free on the [Salesforce AppExchange](https://appexchange.salesforce.com/appxListingDetail?listingId=a0N4V00000IYf0nUAD) | Standard integration from third-party providers | A custom integration built using the AWS Partner Central APIs. For more information, refer to the [AWS Partner Central API Reference](https://docs.aws.amazon.com/partner-central/latest/APIReference/aws-partner-central-api-reference-guide.html). |
| Resources | Configuration and regular maintenance from a Salesforce administrator; low-to-medium development effort depending on the level of required automation | Varies by provider. May include direct support or compatibility support between cloud providers | 3–12 weeks for initial development, including project management, followed by 2–3 weeks each quarter for maintenance and upgrades |
| Skill sets needed | Cloud administrator, Salesforce administrator, and Salesforce developer | Cloud administrator, CRM administrator, and project manager | Cloud administrator, CRM administrator, and project manager |
| Maintenance | Regular maintenance required. Can be managed by the administrator with minimal developer support | Relies on the provider for enhancements and maintenance. You provide CRM administration | Regular updates required. Each upgrade may require code or configuration changes |
| Cost | No cost to install the connector package, configuration and maintenance costs after installation. | Third-part subscription costs | Development and maintenance costs |
| Customization | Limited to package capabilities | May require third-party support | Highly customizable |
| Setup time | Low | Low | High |
| Support | Limited support from AWS | Third-party support | AWS provides documentation and limited support |
| Additional features | Outbound lead sharing, inbound and outbound opportunity sharing, job scheduling, automatic field mapping | Possible multicloud coselling features, future enhancements from the provider, support and consulting services | Highly customizable, outbound lead sharing, inbound and outbound opportunity sharing |
# Integration prerequisites
The following topics list the prerequisites needed for using the AWS Partner CRM connector, and for a Partner Central API integration. For information about the prerequisites for a third-party integration, contact your integration provider.
Expand each section to learn more.
## General prerequisites
To use the CRM connector or create a Partner Central API integration, you must have the following prerequisites.
+ **An AWS account**. To use the Partner Central API, you must have an AWS account or an AWS Marketplace seller account for account linking. To integrate the CRM connector with AWS Marketplace, you must have a seller account.
To create an AWS account, navigate to [Sign up for AWS](https://signin.aws.amazon.com/signup?request_type=register). For information about creating a seller account, refer to [ Registering as an AWS Marketplace seller](https://docs.aws.amazon.com/marketplace/latest/userguide/seller-registration-process.html) in the *AWS Marketplace Seller Guide*.
+ **An AWS Partner Central account**. For information about creating the account, refer to [Registering in AWS Partner Central](https://docs.aws.amazon.com/partner-central/latest/getting-started/registering.html) in the *AWS Partner Central Getting Started Guide*.
+ **Linked Partner Central and AWS Marketplace seller accounts**. For information about linking the accounts, refer to [Linking your AWS Partner Central and AWS Marketplace accounts](link-pc-mkt-accounts.md) later in this guide.
+ **An IAM user in your AWS Marketplace seller account**. The user enables the connector to authenticate Salesforce on AWS. For more information, refer to [Creating the IAM user in your AWS Marketplace seller account](create-iam-user-seller-account.md) later in this guide.
+ **[Amazon S3 permissions for the AWS Marketplace IAM user](s3-iam-perms.md).**
## Required user roles for integration
Setting up an integration requires people with the following roles:
+ **Salesforce administrator**.
+ **Partner alliance lead** – Has permission to initiate a new Integration request through Partner Central. The partner alliance lead oversees the progress of the Integration and monitors the status from the CRM Integration page in Partner Central.
+ **Program manager** – Entrusted with driving the Integration process from the partner’s side. This person is able to define essential processes and necessary enablement post-integration.
+ **Partner CRM administrator** – Helps map fields between AWS and the partner’s CRM. If partners choose an Integration through the AWS Partner CRM connector, the administrator is critical to its setup.
+ **Developers** – For partners who choose the custom option, developers build and implement the custom Integration.
+ **Partner cloud operations and IT team** – Configures authentication credentials, such as the IAM user or role. This involves creating an AWS account and an AWS user for secure access.
+ **AWS Partner development manager (PDM)** – The partner’s AWS contact. You route all communication with the AWS team through the PDM. For more information, refer to [Integration FAQ](crm-integration-faq.md) later in this guide.
+ **AWS Partner solutions architect (PSA)** – Works closely with the PDM to assist with any technical questions from the partner.
+ **AWS CRM Integration support** – Addresses technical support issues that partners raise through the Support Center in Partner Central.
# Configuration prerequisites
After you install the connector, you configure it to work with the following types of CRM integrations and services:
+ An AWS Partner Central API integration.
+ An earlier CRM with Amazon S3 integration, but only if you created the integration before 2024.
+ AWS Marketplace.
You must configure the connector for each type of integration. In turn, the configurations enable Salesforce to exchange data with the corresponding integration.
The following topics list and describe the prerequisites for each type of configuration. Expand each section to learn more.
# Prerequisites for Partner Central API configurations
Complete the general prerequisites listed in [Integration prerequisites](crm-integration-setting-up.md) earlier in this guide.
# Prerequisites for AWS Marketplace configurations
To use the CRM connector with AWS Marketplace, you must have must have the following prerequisites:
+ The [general prerequisites](crm-integration-setting-up.md#stage-1-prerequisites) listed earlier in this section.
+ At least one product listed on AWS Marketplace. For information about listing products, refer to [ Preparing your product for AWS Marketplace](https://docs.aws.amazon.com/marketplace/latest/userguide/product-preparation.html) in the *AWS Marketplace Seller Guide*.
+ An Amazon S3 bucket for storing your custom end user license agreements. For more information about creating a bucket, refer to [Creating a bucket](https://docs.aws.amazon.com/AmazonS3/latest/userguide/create-bucket-overview.html) in the *Amazon S3 User Guide*.
+ A service-linked role for Resale Authorization. Independent software vendors and AWS Marketplace Channel Partners must create a service-linked role that provides resource-sharing permissions to AWS. Refer to [CPPO Prerequisites](https://docs.aws.amazon.com/marketplace/latest/APIReference/work-with-cppos.html#cppo-prerequisites) in the *AWS Marketplace API Reference*, and [Using service-linked roles for Resale Authorization with AWS Marketplace](https://docs.aws.amazon.com/marketplace/latest/userguide/using-roles-for-resale-authorization.html) in the *AWS Marketplace Seller Guide*.
+ Amazon EventBridge for real-time notifications. For information about setting up notifications, refer to [Setting up real-time notifications for AWS Partner Central and AWS Marketplace events](set-up-real-time-notifications.md) later in this section.
# Working with referrals, leads, and opportunities
The following topics describe how sales referrals become leads and opportunities. The topics also explain the differences between opportunities originated by AWS and those originated by partners.
**Note**
The approval process for [partner-originated referrals](#what-is-a-partner-originated-opportunity-referral) assumes that you use Salesforce and the CRM connector.
**Topics**
+ [What is a referral?](#what-is-a-lead-referral)
+ [What is an AWS originated opportunity referral?](#what-is-an-aws-originated-opportunity-referral)
+ [What is a partner-originated opportunity referral?](#what-is-a-partner-originated-opportunity-referral)
+ [Closing a referral](#closing-a-referral)
## What is a referral?
The term *referral* serves as a general descriptor for leads and opportunities. A *lead* refers to a contact who expresses interest in an AWS product or partner solution. During the initial stages of the sales process, a sales representative determines whether the interested individual has the potential to become an AWS customer. This assessment and validation phase is referred to as *qualification*. If a lead is deemed qualified and has a higher probability of converting to a customer, it becomes an *opportunity*.
## What is an AWS originated opportunity referral?
AWS Sales creates an AWS-originated opportunity referral by sharing the referral with you. The AWS Sales team receives recommendations to attach a partner to an AWS sales opportunity based on multiple factors, such as the quality of information in the solution listing, past opportunities, progress in the partnership journey, and past performance.
You receive referrals with the customer contact details—contact name, title, email, and phone—masked. However, the referral contains AWS contact details, including the customer name and project title, that you use to decide whether to pursue the referral. To accept or reject the referral, you send an `Accepted` or `Rejected` value for the `partnerAcceptanceStatus` field. You must do that before the `acceptBy` date and time specified in the payload. If you reject a referral, you must provide a `rejectionReason`.
When you accept or reject an AWS-originated referral, don't update any other values in the referral. Every update on a referral, from you or AWS, can take up to one hour to sync with your CRM system. When you accept a referral, AWS sends a new payload with the unmasked customer contact details. You then engage with the opportunity and provide regular updates to AWS.
## What is a partner-originated opportunity referral?
You create a partner-originated opportunity referral when you share a referral with AWS Sales for coselling or visibility. By default, all partner-originated opportunity referrals go through a validation (review) process, and they have a status of **Submitted**. When the review starts, the status changes to **In-review** and you can't update the opportunity until validation completes.
If the validation succeeds, the opportunity status changes to **Approved**, and you can update to the opportunity. If the validation fails, the status becomes **Action required**, and the validator’s comments appear in the **apnReviewerComments** field in Salesforce. Fix any issues and resubmit the referral.
After you update and resubmit the opportunity, it moves back to the **Submitted** state and the validation process starts again. When the opportunity passes, the referral state becomes **Approved**, and partners and AWS can share regular updates about the opportunity. The validation process can take up to five business days.
For more information about the fields in partner-originated leads and opportunities, see [Leads-Fields](https://github.com/aws-samples/partner-crm-integration-samples/blob/main/lead-samples/Leads-Fields.csv) and [Opportunity-Fields](https://github.com/aws-samples/partner-crm-integration-samples/blob/main/opportunity-samples/Opportunity-Fields.csv) on GitHub
**Note**
AWS doesn’t support the "Partner Shares Lead with AWS" scenario. Partners who receive a lead through an external source typically pursue it themselves. After the lead becomes an approved opportunity, partners can submit it to AWS as a partner originated opportunity referral.
## Closing a referral
When partners close referrals as **Launched**, they must attach an AWS account associated with the customer. To close a referral as **Closed Lost**, partners must provide a **closedLostReason**. For a referral that relates to a sale on AWS Marketplace, partners must attach an AWS Marketplace offer to the opportunity.
To see an opportunity's status, partners can check the **awsStage** field in Salesforce.
**Note**
The **awsStage** field differs from the **stage** field. The **awsStage** field displays a referral's current stage as a read-only value. The `stage` field displays regular updates about a referral.
# Getting started
**Note**
To complete the steps listed in this section, you must first complete the [integration prerequisites](crm-integration-setting-up.md).
The steps in the following topics explain how to set up a CRM integration. Each set of steps requires specific user permissions, and the topics list those permissions. You must complete both sets of steps.
**Topics**
+ [Linking your AWS Partner Central and AWS Marketplace accounts](link-pc-mkt-accounts.md)
+ [Creating the IAM user in your AWS Marketplace seller account](create-iam-user-seller-account.md)
+ [Maintaining an integration](crm-integration-ongoing-maintenance.md)
+ [Troubleshooting an integration](troubleshooting.md)
# Linking your AWS Partner Central and AWS Marketplace accounts
The following steps explain how to link your AWS Partner Central and AWS Marketplace seller accounts. You must be have Salesforce alliance lead permissions to complete these steps. You must link the accounts before you can create any type of CRM integration.
**To link the accounts**
1. Do the following:
+ Sign in to your AWS Partner Central account as an alliance lead or cloud administrator.
+ Sign in to your AWS Marketplace seller account.
1. On the Partner Central home page, in the In the upper-right corner, choose **Link accounts**.
The **Account linking prerequisites** dialog box appears.
1. Choose **Continue to account linking**, then choose **Initiate account linking**.
That takes you to the AWS Console and your AWS Marketplace seller account.
1. Do the following:
1. Ensure the correct value appears under **AWS account ID**.
1. In the **Legal business name** box, enter the legal name of your business.
1. Choose **Next**.
That returns you to Partner Central and the **Standard IAM roles** page.
1. Select the following checkboxes:
+ Under **Cloud admin IAM role**, choose **Assign PartnerCentralRoleForCloudAdmin-\$1\$1\$1 role to the AWS Partner Central alliance lead and all active cloud admin users**.
+ Under **Alliance team IAM role**, choose **Assign PartnerCentralRoleForAlliance-\$1\$1\$1 role to all active AWS Partner Central alliance team users**.
+ Under **ACE IAM role**, choose **Assign PartnerCentralRoleForAce-\$1\$1\$1 role to the AWS Partner Central ACE managers and users.**.
1. Choose **Next**, then choose **Link accounts**.
Success messages appear when the linking process finishes.
# Creating the IAM user in your AWS Marketplace seller account
The steps in the following sections explain how to create the IAM user that enables Salesforce to connect to your AWS Marketplace seller account. You create the user, then you assign permissions that enable the user to connect to an Amazon S3 bucket and generate pre-signed URLs.
You create the user in your AWS Marketplace seller account, and you must have AWS administrator permissions to complete these steps.
**Topics**
+ [Creating the IAM user](create-user-steps.md)
+ [Setting Amazon S3 permissions for the IAM user](s3-iam-perms.md)
# Creating the IAM user
Follow these steps to create the IAM user in your AWS Marketplace seller account.
1. In the AWS Marketplace portal, sign in to your seller account.
1. In the navigation pane, choose **Users**, then **Create user**.
1. In the **User name** box, enter **apn-ace-***CompanyName***-AccessUser-prod**, where *CompanyName* is the name of your company, then choose **Next**.
1. On the **Set permissions** page, choose **Attach policies directly**, then choose **Next**.
The **Permissions policies** section appears.
1. Search for **AWSPartnerCentralOpportunityManagement**.
The policy appears in the search results.
1. Select the checkbox next to the policy, then choose **Next**.
**Important**
Do not add other policies or permissions.
1. On the **Review and create** page, choose **Create user**.
# Setting Amazon S3 permissions for the IAM user
The IAM user created for an AWS Marketplace configuration must have permissions to interact with Amazon S3. The Amazon S3 policy shown below grants the IAM user permission to view a bucket, list its contents, upload objects to the bucket, and generate pre-signed URLs for objects in the bucket. The connector requires these permissions because it must upload a custom EULA to an Amazon S3 bucket and generate a pre-signed URL to pass to the AWS Marketplace Catalog API.
The following policy uses the \$1\$1amzn-s3-demo-bucket\$1 fictitious name. Replace it with the name of the your bucket, then attach the policy to your IAM user.
------
#### [ JSON ]
****
```
{
"Version":"2012-10-17",
"Statement": [
{
"Sid": "S3ListBucket",
"Effect": "Allow",
"Action": [
"s3:ListBucket"
],
"Resource": [
"arn:aws:s3:::${amzn-s3-demo-bucket}"
]
},
{
"Sid": "AllowS3PutObject",
"Effect": "Allow",
"Action": [
"s3:PutObject"
],
"Resource": [
"arn:aws:s3:::${amzn-s3-demo-bucket}/"
]
},
{
"Sid": "AllowCreatePresignedUrl",
"Effect": "Allow",
"Action": [
"s3:PutObject",
"s3:PutObjectAcl",
"s3:GetObject",
"s3:GetObjectAcl"
],
"Resource": [
"arn:aws:s3:::${amzn-s3-demo-bucket}/"
]
}
]
}
```
------
# Maintaining an integration
AWS Partner CRM integrations have the following routine maintenance requirements:
+ **Monitoring AWS updates** – Stay current with AWS updates to processes and data models that may affect the CRM integration.
+ **Adopting new features** – Embrace new features and enhancements released by AWS to ensure your CRM integration remains contemporary and efficient.
## Release cadence
AWS Partner Central doesn't have a fixed release cadence, but updates typically roll out two to four times a year. The updates provide new features, adjustments to data models, or alterations in AWS processes that in turn require modifications to your CRM Integration.
## Expectations for partners
You must allocate resources for regular maintenance and upgrades to your CRM Integration. We recommend that every quarter, you designate two to four weeks of developer and sales operations time to upgrades and maintenance. The investment helps ensure that your integration works properly and uses the latest features provided by AWS.
AWS usually informs Partner Alliance Leads about updates and associated timelines. Ensure open communication channels to receive updates in a timely manner.
# Troubleshooting an integration
The following topics explain how to create a support case and troubleshoot common onboarding and integration errors.
**Topics**
+ [Raising support cases](#raising-support-cases)
+ [Onboarding error messages](#troubleshooting-during-crm-integration-onboarding)
## Raising support cases
If you still have difficulties integrating your CRM with AWS, follow these steps to raise a support case.
1. Sign in to the [AWS Partner Central](https://partnercentral.awspartner.com) with your AWS Partner Network credentials.
1. On the [Support Center for Partner Central](https://partnercentral.awspartner.com/support), choose **Open New Case** and complete the following fields:
+ **Type of Support Case** – AWS Partner Central.
+ **Question regarding** – Partner Central Tools or ACE leads and opportunities.
+ **Get Specific** – Select the most appropriate CRM integration case type.
+ **Subject** – Include a brief description of the request.
+ **Description** – Provide a detailed description of issues, questions, errors, and troubleshooting steps.
+ **Attachments** – Sync logs and screenshots, where applicable.
## Onboarding error messages
The following table lists and describes some common error messages and their resolutions.
| Error message | Error condition | Resolution steps |
| --- | --- | --- |
| Only Alliance Lead contact can make this request. | When anyone other than an Alliance Lead (ACE eligible) tries to: update request status, access request details, abandon request, create new request. | For internal users: Verify that the partner account is ACE eligible. |
| Failed to mark implementation as complete. Please try again. | When you try to mark a request as implementation complete but there an error occurred during the update. | Contact the support team. |
| No Request received. | When you try to abandon a request and there are no requests to abandon. | |
| Your request could not be taken at this time because of an internal error. Check again after some time. | Occurs when internal errors occur when abandoning a request, or during request processing. | Contact the support team. |
| Please provide ARN Details for the IAM User/Role to provision bucket for … | Occurs when you don't provide an ARN for the beta or production IAM user. | IAM details cannot be empty. |
| Duplicate Request: Bucket ARN details already created and provisioned for this IAM User/Role. | Occurs when another request is created for the same partner with the same IAM details and the request is not abandoned. | Abandon the existing request. |
| Please update the IAM ARN details in the existing request. | Occurs when the system tried to process the request and the request failed due to an error. | Update the IAM ARN details and resubmit. |
| Your request could not be taken at this time because of an internal error. Check again after some time. | After a request is submitted and something during the processing failed. | Contact the support team. |
# Partner Central API setup
The steps in the following sections explain how to set up the AWS Partner Central API. You must use the API in order to use the latest version of the AWS Partner CRM connector.
**Topics**
+ [Setting up named credentials](#api-named-credentials)
+ [System configuration settings](#api-sys-config-settings)
+ [Testing the connection](#testing-the-connection)
## Setting up named credentials
The AWS Partner CRM connector uses the partner's Salesforce organization credentials to authenticate with Partner Central.
**To set up credentials**
1. Sign in to Salesforce as a system administrator.
1. Under **Named credentials**, choose **New earlier**.
1. In the **New named credential** form, enter the values from the following table.
[\[See the AWS documentation website for more details\]](http://docs.aws.amazon.com/partner-central/latest/crm/guided-setup-apis.html)
1. Choose **Save**.
1. Return to the **AWSGuided setup** page. In the **Authentication details** section, choose **Review** and confirm the credentials.
## System configuration settings
You use custom settings in the AWS Partner CRM connector to manage global settings. The following table lists and describes the settings.
| Custom setting field | Purpose |
| --- | --- |
| **Name** | Field isn’t used, but because it’s required, you can set it to any value. |
| **Default account** | An 18-digit record ID of the default account that’s used when standard opportunities are used as the target object in Salesforce. Because **AccountID** is required on standard opportunities, the default account field allows new inbound opportunities from AWS to have a default account tied to them. This can be any account record in your Salesforce organization that the integration user has access to from the sharing settings. |
| **Create New Account from Default Account** | This setting enables the connector to create a new account based on the default account provided by the partner. When checked, it allows for dynamic account creation during the integration process, ensuring that new opportunities or engagements can be associated with appropriate account records even when the exact account doesn't exist in the target system. |
| **Default opportunity** | This option stores the 18-digit record ID of a default opportunity for use as a template. For partners using Standard Opportunity and custom objects other than an ACE Opportunity, the default record allows the connector to clone and create new opportunities or AWS referral engagements while bypassing potential required field issues. The connector clones this default record, appends new field values from the incoming data, and creates a new opportunity record. This method integrates data data with custom opportunity objects or unique field requirements. |
| **PC API Sandbox Enabled** | Select this option to enable partners to test the connector with the AWS Partner Central API. When selected, users can create test opportunities which are sent to the AWS Sandbox API. |
## Testing the connection
After you complete the first two setup steps, choose **Test Configuration for APN AP**I to verify connectivity. If the connection succeeds, you receive a confirmation message.