Accelerating Co-Sell Velocity with Seamless CRM Integration: Nirmata + Feenix.ai

Opportunity | Scaling Co-Sell Operations with Precision

Nirmata, an AWS Marketplace ISV and Kubernetes policy management provider, needed a better way to collaborate with AWS through the APN Customer Engagements (ACE) program. Like many high-growth SaaS companies, Nirmata’s team was burdened by the manual process of pushing opportunities into ACE via spreadsheets and email threads. This often delayed submissions and introduced errors—slowing down their co-sell momentum and limiting visibility into AWS collaboration outcomes.

At the same time, Nirmata relied heavily on HubSpot as its system of record for CRM, pipeline management, and lead progression. Without a native HubSpot-to-ACE integration, marketing and sales teams struggled to track the full lifecycle of co-sell opportunities and had limited insight into which deals were moving forward with AWS support.

Solution | HubSpot Integration + Co-Sell Automation with Feenix.ai

To address these bottlenecks, Nirmata partnered with Feenix.ai to implement a native HubSpot integration that automated the entire AWS co-sell pipeline. Feenix.ai’s co-sell automation platform, powered by AI and built on AWS, allowed Nirmata to seamlessly sync qualified leads and sales opportunities from HubSpot into ACE in real time.

This bi-directional integration eliminated the need for spreadsheet exports, manual data re-entry, or toggling between systems. Feenix.ai’s platform enabled sales teams to submit and track AWS deals directly from within HubSpot—while capturing the right metadata, buyer details, and Marketplace alignment needed by AWS.

Key Components:

• Native HubSpot Connector purpose-built for ACE

• Real-time sync of lead status, opportunity stage, and seller metadata

• Dashboards for tracking co-sell engagement metrics and KPIs

• AWS-native backend using Amazon RDS, Lambda, and Bedrock for GenAI-powered reporting

Outcomes | Driving Revenue and Co-Sell Scale

By eliminating friction from the co-sell process, Feenix.ai enabled Nirmata to triple its co-sell velocity. Opportunities were pushed to AWS faster—with greater consistency and quality. The average time to submit and update an ACE opportunity dropped by over 90%, saving each team member more than 6 hours per week.

Nirmata’s marketing team also gained visibility into lead conversion and AWS-aligned campaigns, ensuring better handoff and follow-through on shared pipeline.

“Managing co-sell and Marketplace operations used to drain our resources. With Feenix.ai’s co-pilot and HubSpot integration, we’ve gained full control and visibility—without the manual work. Our team now moves faster and collaborates more effectively with AWS.”
— Ritesh Patel, VP Business Development, Nirmata

Total Cost of Ownership (TCO) Impact

Feenix.ai conducted a before-and-after efficiency analysis, measuring time spent per submission, co-sell volume, and CRM workflow usage. Time saved on manual entry, reduced errors, and improved AWS response rates led to measurable ROI within the first 30 days of deployment.

Lessons Learned

1. Automating co-sell workflows unlocks scale – Removing friction from CRM-to-ACE sync improves response time and co-sell effectiveness.

2. Seamless CRM integration increases adoption – Embedding into HubSpot ensured teams kept using their existing workflows with no retraining.

3. Data visibility enhances collaboration – Real-time deal tracking improved internal and AWS alignment, helping prioritize high-impact opportunities.