Your AWS leads finally come with context: Crossbeam and AWS Partner Central Lead Enrichment

AWS Lead Enrichment signals now appear natively in Crossbeam. Turn on our new integration with a few clicks, and leads you have enriched in AWS Partner Central land in Crossbeam. This gives you a powerful new vane of marketplace data including which AWS funding programs the account qualifies for, what AWS thinks it will buy, how ready it is, and how likely it is to buy through AWS Marketplace.

Crossbeam then joins that data into the account mapping, enrichment, and signals data you already have in our platform. The result is a rich firehose of leads and signals that your sellers and agents can use to win. It can be accessed and integrated everywhere Crossbeam shows up: our Deal Navigator UI, CRM widgets, data warehouses, APIs, and of course our MCP.

Who it is for: AWS ISV partners who receive or submit leads in AWS Partner Central and want to act on them faster.

By Bob Moore, Co-Founder and CEO, Crossbeam

AWS just opened the vault. Now put that data where it will make an impact.

If you sell through AWS, you know the moment. Leads pile up in Partner Central: the ones you upload yourself, plus the lead invitations AWS refers to you. Each one is a company name, a contact, maybe an email. Then your team does what every team does: they sort by company size, guess, and start dialing.

Here's the thing: AWS knows a lot more about those accounts than the lead record shows. It knows which funding programs an account qualifies for. It knows whether the account tends to buy through AWS Marketplace. It knows what kind of solution the account is shopping for. For years, almost none of that reached partners.

That changed this summer. AWS launched Lead Enrichment and Prospecting in Partner Central at AWS Summit New York in June 2026, and started handing partners signals that simply did not exist outside AWS before.

AWS's own announcements: Lead Enrichment and Prospecting (June 2026) and Partner Lead Prospecting (July 2026).

Look at what that actually is. AWS takes your accounts, matches them against its own, and tells you what it knows about the overlap. That's account mapping, with AWS as the partner on the other side. And AWS now shares that view with its partners directly.

But account mapping data is only as useful as where it lands, and most teams will look at this inside a portal their sellers never open. Crossbeam is the global system of record for account mapping for sales teams. So we're pulling AWS's data in and making it work like any other partner: an AWS Partner Central partner in your account mapping, with its signals flowing to your CRM and data stack, to your AI agents through the Crossbeam MCP server, and to the GTM teams who act on it. For the first time, your ecosystem has AWS's own view of your accounts in it, right next to what the rest of your partners know.

What is AWS Lead Enrichment?

AWS Lead Enrichment is a Partner Central feature that matches your leads against AWS's own data and sends back account-level signals. AWS announced it in June 2026 for all ACE-eligible AWS partners, through the Partner Central console and API (AWS What's New). You upload leads, or receive them from AWS, and AWS tells you what it knows about each account.

In July, AWS followed with Partner Lead Prospecting, which drafts sales plays and outreach from those signals (AWS What's New).

That is a big deal. No third-party data vendor can sell you AWS's view of an account. Full stop.

What does Crossbeam add to AWS Lead Enrichment?

Crossbeam adds the context AWS can't see: what your partners know about the same accounts. AWS can tell you an account qualifies for Pioneer Credits. It can't tell you that three of your technology partners already count that account as a customer, or that one of them has a champion there your CRM has never heard of.

That layer is second-party data. It comes live from your partners' CRMs, through the Crossbeam network of more than 30,000 companies, and only your partners can share it with you. Put the two side by side and a lead stops being a name. It becomes a decision:

• AWS says: this account qualifies for Partner-Led Sales Motion and fits your Security category.
• Your partners say: two of them sell into it today, and one has an open deal there right now.
• Your team does: asks that partner for an intro this week instead of cold calling next month.

I love a good Venn diagram, and this one is a chef's kiss. AWS's view of the account in one circle, your partners' view in the other. The overlap is where your sellers and their agents should spend their day.

How does the AWS and Crossbeam Lead Enrichment integration work?

It takes five steps, and after the first two, it runs itself. No spreadsheets, no exports, no one copying lead lists between tabs.

Step 1: Enrich your leads in AWS Partner Central

You upload your own leads to Partner Central, or accept the lead invitations AWS shares with you, and AWS enriches them. Nothing changes about how you already work with AWS.

Step 2: Connect AWS Partner Central to Crossbeam

In Crossbeam, you add AWS Partner Central as a data source, the same way you would add Salesforce or HubSpot. You sign in with your Partner Central access and turn on sync.

Step 3: Crossbeam creates an "AWS Partner Central" partner for you

Connecting creates a managed partner in your Partner List called AWS Partner Central. Its population, AWS Enriched Leads, refreshes automatically on the schedule you set. You don't upload anything, and nobody on your team has to maintain it.

Step 4: See where AWS leads overlap with your own data

The AWS Partner Central partner behaves like any other partner in account mapping. Cross AWS Enriched Leads with your Prospects, Customers or Open Opportunities and Crossbeam shows you exactly which accounts sit in both.

Step 5: Work the list with AWS signals and partner context in one view

Open any overlap and add the AWS columns: eligible programs, solution category and score, readiness, Marketplace engagement, segment, region and the submitted contact. Combine them with your other partners' overlaps and the list sorts itself into plays. From there it goes where your team works: your CRM, Slack, shared lists, or your agents through the Crossbeam MCP server.

What can an AWS partner do with enriched leads in Crossbeam?

Start with program eligibility and solution fit. In our early data, those two signals show up on nearly every enriched account, while readiness and Marketplace engagement come back more sparsely. So the most reliable plays today look like this:

Notice the last row. Every company's agents can read the web and the CRM. Very few can read AWS's view of an account next to what their partners know. That combination is your edge.

The bottom line

AWS now shares data that can help you win with your leads and drive the right sales to AWS Marketplace. Crossbeam puts it next to what the rest of your ecosystem knows about these same leads, so your sellers and their agents start with the accounts most likely to close and the partner who can open the door.

And this is the first step, not the last. We'll have more to share at AWS re:Invent in December. If you sell through AWS, you'll want to stay tuned.

Your ecosystem is your AI edge. And in 2026, marketplaces are what make your ecosystem complete.

If you're an AWS partner and want early access, talk to your Crossbeam account team or reach out to us.

Frequently asked questions

What is the AWS Partner Central integration in Crossbeam?

It is a Crossbeam data source that pulls your AWS-enriched leads from AWS Partner Central into Crossbeam. The leads appear as a managed partner called AWS Partner Central, with AWS signals available as columns in account mapping and lists.

Which AWS signals does Crossbeam bring in?

Eligible programs (such as PGP, Pioneer Credits and Partner-Led Sales Motion), solution category, sub-category and score, lead readiness, Marketplace engagement, plus AWS account name, company size, segment, industry, geo, region and the submitted contact.

Do I need to be an AWS partner to use it?

Yes. AWS Lead Enrichment is available to ACE-eligible AWS partners, and the integration uses your own AWS Partner Central access.

How often does the data refresh?

You choose. Crossbeam syncs enriched leads from AWS Partner Central on the update frequency you set in the data source settings.

Can my partners see my AWS lead data?

As with any data you receive from partners in Crossbeam, it is not visible to other partners unless you have explicitly shared it with them. The AWS data comes in as your own managed partner in Crossbeam and is not uploaded or edited by anyone.

How is this different from a third-party enrichment vendor?

Third-party vendors sell firmographics and intent that anyone can buy. AWS Lead Enrichment is AWS's own view of the account, and Crossbeam pairs it with second-party data from your partners. Neither is for sale anywhere else.

Can AI agents use the AWS signals?

Yes. Through the Crossbeam MCP server, agents in tools like Claude, ChatGPT and Glean can work with your account mapping data, including the AWS Partner Central partner.

How do I get access?

The integration is in early access. Ask your Crossbeam account team to turn it on for your organization.

Sources

• AWS Partner Central now provides lead enrichment and prospecting, AWS What's New, June 2026
• AWS Partner Central introduces Partner Lead Prospecting, AWS What's New, July 2026