In this article:
Overview
The AWS Lead Enrichment integration brings the signals AWS adds to your leads in AWS Partner Central into Crossbeam — allowing you see those enriched leads next to your partner overlaps.
AWS enriches each lead with account-level signals, including which AWS funding programs the account qualifies for and which solution category it is likely to buy. Crossbeam brings those enriched leads in and associated them with a new Offline Partner called AWS Partner Central, so you can compare them with your own Populations and your other partners.
✍️ Note
The AWS Lead Enrichment integration is in early access. Contact your Crossbeam account team to turn it on for your organization.
Requirements
Your organization is an AWS partner with access to AWS Partner Central
You submit leads in Partner Central, or receive leads from AWS
An AWS account linked to your Partner Central account, and an AWS administrator who can create IAM roles in it
Connect AWS Partner Central
Before you connect, your AWS administrator will need to complete a few setup steps in AWS. Reach out to your Crossbeam account manager for those detailed instructions.
Click Data from the navigation menu, then select Data Sources
Click the AWS Partner Central tile
Enter the required credentials from your AWS administrator
Click Save
After you connect, open the data source Settings to review:
Integration Status: shows whether the connection is active
Sync Data: turns syncing on or off
Update Frequency: how often Crossbeam pulls enriched leads from AWS (every 6 hours by default)
Field Sync: lists the AWS fields Crossbeam pulls in. All fields sync automatically and can't be removed or remapped.
✍️ Note
Crossbeam pulls enriched leads from AWS Partner Central. It doesn't send your Crossbeam data to AWS.
What Crossbeam Creates
When you connect, Crossbeam automatically creates:
An Offline Partner called AWS Partner Central in your Partners list
A Population called AWS Enriched Leads, which holds the accounts AWS has enriched
The data source and the partner work as one. Removing one removes the other. You can't upload, edit, or reorganize this partner's data, because it comes directly from AWS.
View Your Enriched Leads
Click Partners from the navigation menu
Select AWS Partner Central to open the partner page
In the Account Mapping Matrix, find where your Populations meet AWS Enriched Leads, then click the overlap count to open a List
Click Columns. Under Partner Data, expand AWS Lead and select the fields you want to see
Your enriched leads appear in the AWS Enriched Leads Population, along with the company and contact details submitted. Crossbeam matches them against your accounts, the same way it does for any partner.
AWS Fields Reference
Field | What it shows |
AWS Eligible Programs | AWS funding programs the account qualifies for, such as Partner Greenfield Program, Pioneer Credits, or Partner-Led Sales Motion |
AWS Solution Category | The solution category AWS expects the account to buy, based on what you sell |
AWS Solution Sub-Category | A more specific category, such as Observability or Cloud Native Security |
AWS Solution Score | How strongly the account fits that category (High, Medium, Low) |
AWS Lead Readiness | Whether the lead is sales-ready (High, Medium, Low) |
AWS Marketplace Engagement | How likely the account is to buy through AWS Marketplace (High, Medium, Low) |
AWS Account Name | The company name AWS uses for the account |
AWS Company Size | Employee range |
AWS Segment | AWS's segment for the account (for example ENT or SMB) |
AWS Industry, AWS Sub-Industry | Industry, when AWS provides it |
AWS Geo, AWS Region, AWS Sub-Region | The account's AWS geography |
AWS Engagement ID | The Partner Central engagement ID |
Company Name, Website, Country, Industry | The company details on the submitted lead |
Contact, Contact Email, Contact Title | The contact on the submitted lead |
Enrich More Accounts
Crossbeam only shows leads you've already run through AWS Partner Central. To check more accounts, such as your overlaps with a specific partner:
Build a list of the accounts in Crossbeam and export it
Upload the accounts to AWS Partner Central as leads. Company name is required on every lead.
Wait for AWS to enrich them and for Crossbeam's next sync
The enriched accounts then appear in AWS Enriched Leads.
Remove the Integration
To remove the integration, delete the AWS Partner Central data source from Data Sources, or remove the AWS Partner Central partner from your Partners list. Removing either one removes both.