Four Concepts
Section 1 of 4
📐 Four Concepts
Co-Sell — Field & Stage Reference Guide
Four overlapping concepts surface in your CRM with similar-sounding names. This guide separates them clearly, explains every status value, and tells you exactly what to do at each point in the referral lifecycle — for AWS, Microsoft, and Google.
📋 Template guide — CRM stage names used in examples are illustrative. Substitute your own stage names where indicated. Cloud portal stages (AWS ACE, Microsoft MPC, Google) are accurate as of 2025–2026.
Key clarification — Referral Status vs deal outcome
"Launched" means active co-sell — not Closed Won. In your co-sell platform, Referral Status = Launched means the referral has been accepted by the hyperscaler and is in active co-sell. The deal is still open. Closed Won in your CRM maps to different stage labels in each hyperscaler portal (see Stage Mapping tab). These are two separate and independent concepts.
The Four Concepts — What They Are and Where They Live
Concept 1
Platform Workflow Stage
Your co-sell platform's internal tracking of the referral record lifecycle. Moves through: Identified → Referred → Active → Closed. This is a platform system concept — it does not map 1:1 to your CRM opportunity stage or the hyperscaler deal stage.
📍 Lives in: Co-sell platform UI only (NOT in your CRM) · Controlled by: Platform system
Concept 2
Referral Status
The hyperscaler's acceptance state of the referral. Values: Pending → Accepted → Launched → Declined. This tells you whether the hyperscaler has received and acknowledged the referral — it does not tell you the deal stage or whether it's won or lost.
📍 Lives in: CRM — text field on Opportunity Referral · Controlled by: Hyperscaler / platform sync
Concept 3
CRM Sales Stage
Your internal CRM opportunity stage: e.g. Prospect, Qualifying, Evaluating, POC / Proof of Value, Negotiating, Committed, Closed Won, Closed Lost. This is the stage you control — it drives the hyperscaler stage for outbound referrals.
📍 Lives in: CRM — Opportunity object · Controlled by: Your team (outbound); stamped at creation only for inbound
Concept 4
Partner / Hyperscaler Sales Stage
The stage the hyperscaler shows in their own portal: Prospect, Qualified, Technical Validation (AWS) · Qualify, Refine (Google) · Created, Qualified, Developed (Microsoft). This is what your Partner Manager sees on their side.
📍 Lives in: Co-sell platform app + hyperscaler portal · Controlled by: Hyperscaler (AWS/Google/Microsoft)
How the Four Concepts Relate to Each Other
| Situation | CRM Stage | Referral Status | What it means |
|---|---|---|---|
| Deal active, referral just submitted | Positioning | Pending | Referral sent to AWS. Waiting for AWS to accept. No co-sell active yet. |
| Deal active, hyperscaler engaged | Evaluating | Launched≠ WON | Deal is still open and active. "Launched" here means AWS has accepted the referral into ACE co-sell. The CRM stage (Evaluating) shows the deal is nowhere near closed. |
| Deal actually closed won | Closed Won | Launched | Now Referral Status and CRM stage tell the same story. AWS stage = "Close Launched" or "Launched" in ACE. |
| Declined with active deal | Active (any open stage) | Declined | Declined and Active can coexist. When a hyperscaler declines a referral, the underlying customer deal remains active in your CRM. See the Referral Status Values tab for guidance on next steps. |
Deep Explanation — Referral Status vs Referral Sales Stage
These are two completely independent fields. They measure different things and change independently of each other.
Both fields live on the same CRM record, both use stage-like language, and both can change during the same deal. They are not a sequence — one does not lead to the other. They answer two completely different questions.
Referral Status
The hyperscaler's acceptance state of the referral record
This field answers: "Has the hyperscaler acknowledged this referral and agreed to co-sell it?"
It tracks the administrative lifecycle of the referral record itself — from submission through to whether the hyperscaler accepted, rejected, or closed it. It says nothing about where the deal is commercially or technically.
It tracks the administrative lifecycle of the referral record itself — from submission through to whether the hyperscaler accepted, rejected, or closed it. It says nothing about where the deal is commercially or technically.
Possible values and what they mean:
Pending — Submitted, awaiting hyperscaler response
Accepted — Hyperscaler approved the referral; co-sell is now active
Launched — Referral is live in hyperscaler portal and in active co-sell. NOT Closed Won.
Declined — Hyperscaler rejected this referral. Deal may still be live.
Closed — Referral ended. Check Sales Stage for won/lost outcome.
📍 Where it lives: CRM — text field on Opportunity Referral object
🔧 Controlled by: Hyperscaler + platform sync (not the rep)
🔧 Controlled by: Hyperscaler + platform sync (not the rep)
Referral Sales Stage (Partner/Hyperscaler Stage)
Where the deal sits in the hyperscaler's deal progression
This field answers: "What stage is this opportunity at in the hyperscaler's view of the deal?"
It tracks the commercial and technical progress of the underlying opportunity — from Prospect through to Closed Won or Lost. This is what your Partner Manager sees in their portal. It changes as the deal progresses, driven by your CRM stage updates via the co-sell platform.
It tracks the commercial and technical progress of the underlying opportunity — from Prospect through to Closed Won or Lost. This is what your Partner Manager sees in their portal. It changes as the deal progresses, driven by your CRM stage updates via the co-sell platform.
Example values per cloud (outbound):
AWS ACE: Prospect → Qualified → Technical Validation → Business Validation → Committed → Close Launched
Google: Unspecified → Qualify → Refine → Tech Eval/Sol Dev → Proposal Negotiation → Migration Implementation
Microsoft: Created → Qualified → Developed → Proposed → Negotiated → Won
📍 Where it lives: Co-sell platform app on the Opportunity + hyperscaler portal
🔧 Controlled by: Your CRM stage (outbound) / stamped at creation (inbound)
🔧 Controlled by: Your CRM stage (outbound) / stamped at creation (inbound)
Analogy — Think of it like a package delivery
Referral Status is like the delivery acceptance status — it tells you whether the recipient (the hyperscaler) has acknowledged the package (the referral) exists and is willing to receive it. Pending = in transit. Accepted/Launched = signed for. Declined = refused delivery.
Referral Sales Stage is like the contents of the package — the actual deal and where it is commercially. The package being "signed for" (Launched) tells you nothing about whether the contents are halfway built or finished. You need to open it (check the Sales Stage) to know.
Referral Sales Stage is like the contents of the package — the actual deal and where it is commercially. The package being "signed for" (Launched) tells you nothing about whether the contents are halfway built or finished. You need to open it (check the Sales Stage) to know.
Four different snapshots in time
| Point in the deal | Referral Status "Has the hyperscaler acknowledged the referral?" |
Partner Referral Sales Stage "Where is the deal?" |
What this combination means |
|---|---|---|---|
| Just submitted the referral | Pending | Prospect | Referral sent to the hyperscaler but not yet accepted. Deal is at earliest stage. No co-sell active yet. |
| Deal in active POC, AWS co-selling | Launched ≠ WON | Technical Validation | The deal is very much open. Launched = referral is live in the partner portal. Technical Validation = deal is at POC stage. No one has won or lost anything yet. |
| Hyperscaler declined the referral — deal still alive | Declined | Qualified | Referral declined — deal remains active. The hyperscaler has chosen not to co-sell this specific opportunity. Your CRM opportunity stays open. Contact your Partner Manager for context and to explore resubmission. |
| Deal closed won | Launched | Close Launched ✅ | Now both fields confirm the win. Referral Status = Launched (still in active co-sell record) AND partner stage = the closed-won label for that cloud. You need both to confirm a true Closed Won — the Referral Status alone never tells you this. |
The rule to remember
To know if a referral is administratively active:
Check Referral Status — is it Pending, Accepted, Launched, Declined, or Closed?
To know where the deal actually is:
Check Referral Sales Stage (in your co-sell platform app) AND your CRM Stage. These two together tell you the complete picture.
Always read Referral Status alongside the Sales Stage for the full picture. A Referral Status of "Launched" on a deal at CRM stage "Evaluating" means an open, active deal — not a win. A Referral Status of "Closed" on a deal at CRM stage "Closed Won" means a win. The Referral Status must always be read alongside the Sales Stage.
Important — Inbound Stage Sync Behavior
For inbound referrals (hyperscaler sends to your company), the CRM Sales Stage is stamped at the point of creation only — it does not continue to sync as the hyperscaler advances their stage. This is intentional: your company may have internal stage validation rules that would be broken by live inbound sync.
What this means for you: If you receive an inbound referral at AWS stage "Technical Validation", your CRM opportunity will be set to your earliest open stage at creation. It will stay at Positioning until you advance it based on your own qualification. The partner stage will not push further changes to your CRM.
What this means for you: If you receive an inbound referral at AWS stage "Technical Validation", your CRM opportunity will be set to your earliest open stage at creation. It will stay at Positioning until you advance it based on your own qualification. The partner stage will not push further changes to your CRM.
Referral Status Values
Section 2 of 4
🔵 Referral Status Values
Referral Status — Complete Value Reference
Referral Status is a single field on the CRM Opportunity Referral object. It shows the hyperscaler's acceptance state of the referral — not the deal stage, not whether you've won or lost. Every value is defined below with the plain-English meaning and the action required.
Context — how to read this field
This field is shared across inbound, outbound, and all three hyperscalers. The same value can carry different context depending on direction and cloud partner. The table below explains each value clearly. Always read the CRM Sales Stage alongside Referral Status for the complete picture.
| Referral Status Value | Description | Outbound — What It Means | Inbound — What It Means | Action Required |
|---|---|---|---|---|
| Pending | The referral has been submitted to the hyperscaler but they have not yet accepted it. The co-sell motion has not started. | You submitted the referral. Waiting for the hyperscaler to accept. | The hyperscaler sent you a referral. It is in your queue — not yet acknowledged by your team. | OUTBOUND No action — wait for acceptance. INBOUND Accept the referral promptly. Hyperscalers track response time. |
| Accepted AWS calls this "Approved" |
The hyperscaler has accepted the referral. Co-sell is now active. The deal is open and in progress — this does not mean it is won. | The hyperscaler has approved your outbound referral. They are now tracking it on their side. Your Partner Manager will engage. | You have accepted the inbound referral from the hyperscaler. Co-sell motion is active. | BOTH Begin co-sell engagement. Update your CRM opportunity stage as the deal progresses. Ensure all mandatory fields are populated in the co-sell platform app. |
| Launched≠ WON | The referral has been accepted by the hyperscaler and is in active co-sell. The deal is open. This status does NOT mean Closed Won. Launched simply confirms the referral is live in the hyperscaler portal (e.g. "in ACE"). | Your outbound referral is live in the hyperscaler system and co-sell is underway. The deal may be at any open CRM stage. | An inbound referral you accepted is now live. The hyperscaler can see and act on it. | BOTH Continue progressing the deal. When Referral Status moves to Launched, your CRM may prompt for required fields (e.g. Contract Effective Date) — complete these to keep the record clean. Check your CRM Sales Stage to confirm the actual deal position — Referral Status alone does not indicate a closed deal. |
| Declined | The hyperscaler has rejected the referral. They will not co-sell this specific opportunity. The underlying customer deal may still be active. | The hyperscaler declined to co-sell this deal. This is not the same as losing the deal — your customer opportunity may still be very much alive. | You declined the inbound referral from the hyperscaler. The hyperscaler's record is closed on their side. | OUTBOUND Check the decline reason in the co-sell platform app and contact your Partner Manager for context. In many cases the referral can be resubmitted once any required information is provided. Your CRM opportunity remains open and active. INBOUND If you declined an inbound in error, contact your co-sell platform admin. |
| Closed | The referral record is closed. This alone does not tell you whether the deal was won or lost — you must check the CRM Sales Stage or the hyperscaler portal stage to determine outcome. | Both inbound and outbound referrals close when the CRM stage reaches Closed Won or Closed Lost. | CHECK Open the referral in the co-sell platform app and check the CRM Sales Stage: Closed Won = won · Closed Lost = lost. Alternatively check the hyperscaler portal stage directly: AWS shows Close Launched (won) or Closed Lost (lost) · Microsoft shows Won or Lost. | |
| Closed Admin Google only |
Google has closed the referral for administrative or non-sales reasons. This is separate from a Closed Won or Closed Lost. The referral can typically be reviewed and resubmitted if needed. | Google has closed the referral for non-sales reasons — the underlying customer opportunity is unaffected. | Google closed an inbound referral administratively. | CHECK FIRST Contact your Google Partner Manager to understand the reason before closing your CRM opportunity. The underlying deal is typically unaffected and the referral can be resubmitted if appropriate. |
Launched Status — Required Fields
When Referral Status reaches Launched, your co-sell platform may prompt for required fields in your CRM — for example, Contract Effective Date. Completing these keeps the co-sell record accurate and ensures sync continues smoothly.
If you see an Information Required flag in the co-sell platform app, open the opportunity record, populate the highlighted fields, and the flag will clear.
If you see an Information Required flag in the co-sell platform app, open the opportunity record, populate the highlighted fields, and the flag will clear.
Stage Mapping
Section 3 of 4
📊 Stage Mapping
Stage Mapping — CRM → Hyperscaler Portal
Your CRM stage drives the hyperscaler portal stage for outbound referrals. For inbound referrals, the CRM stage is stamped at creation only — it does not continue to sync. Select a cloud below and a direction to see the full mapping with context for each stage.
🟠 AWS ACE — Stage Mapping
AWS ACE: Your CRM stage is the source of truth for outbound referrals. The co-sell platform maps it to the ACE stage automatically. Changes made in ACE by your AWS Partner Manager are reflected in the co-sell platform app (bidirectional for outbound). The Referral Status field tells you where the referral stands in AWS's acceptance process — separate from the deal stage.
▶ Outbound — You push to AWS
CRM Stage → AWS ACE Stage (outbound referrals — live sync)
Your CRM Stage
First Meeting
Positioning
Positioning
↔ Live sync
AWS ACE Stage
Prospect
Prospect
What this means · What to do
Referral is registered in ACE. Your AWS Partner Manager has pipeline visibility but will not invest heavily yet. Confirm the AWS workload angle and that the customer has relevant AWS infrastructure or intent.
📋 Referral registered in ACE🎯 Confirm AWS workload📞 Partner Manager intro optional at this stage
AWS Partner Manager sees: Early pipeline entry. Minimal engagement expected until Qualified.
Your CRM Stage
Evaluating
↔ Live sync
AWS ACE Stage
Qualified
Qualified
What this means · What to do
Customer is actively evaluating your solution on AWS infrastructure. BANT partially confirmed. Confirmed mapping: CRM Evaluating = ACE Qualified.
✅ BANT checks underway🔗 AWS workload confirmed📨 Engage AWS Partner Manager now
AWS Partner Manager sees: Qualified deal — will begin coordinating support resources (SA time, funding options).
Your CRM Stage
POC
Also: Negotiating Winning
Also: Negotiating Winning
↔ Live sync
AWS ACE Stage
Technical Validation
Technical Validation
What this means · What to do
POC is running on AWS infrastructure. Architecture confirmed, integration points under review. Note: late negotiation stages may also map here — AWS considers the deal technically in validation until a PO is raised.
🧪 POC active🏗 AWS architecture confirmed💰 Request POC credits / SA support now
💡 Best window for AWS resources: POC funding, SA hours, and migration credits are most accessible at Technical Validation. Contact your Partner Manager proactively to explore what's available.
AWS Partner Manager sees: Active technical work. May pull in SA support and offer co-investment.
Your CRM Stage
PO in Process
↔ Live sync
AWS ACE Stage
Business Validation
Business Validation
What this means · What to do
POC complete. Customer sold technically, now validating procurement route. PO raised or in legal/commercial review. AWS Marketplace private offer conversation happens here.
📄 PO in process🛒 Discuss Marketplace route⚖️ Legal / procurement review
AWS Partner Manager sees: Commercially active — will push on Marketplace private offer. High-value deals may receive AWS executive escalation.
Your CRM Stage
PO with Reseller
PO with Partner
Backlog
PO with Partner
Backlog
↔ Live sync
AWS ACE Stage
Committed
Committed
What this means · What to do
Deal contracted. PO with reseller/partner or in fulfilment backlog. AWS counts this as committed booking — co-sell influenced revenue registered even before deployment.
✍️ Contract signed📦 Awaiting fulfilment🔄 Keep stage updated promptly
AWS Partner Manager sees: Committed booking — counts towards co-sell influenced revenue and your AWS partnership tier.
Your CRM Stage
Closed Won
↔ Live sync
AWS ACE Stage
Close Launched
Close Launched
What this means · What to do
Customer live on your solution on AWS. This is the stage that triggers co-sell credit attribution. Check the co-sell platform app to confirm the ACE stage shows Close Launched after you update your CRM.
🚀 Customer live📊 Co-sell credit triggered✅ Verify in co-sell platform app
ℹ Note on "Launched" vs "Close Launched" — Referral Status "Launched" means active co-sell on an open deal. The AWS ACE stage "Close Launched" is the closed-won confirmation. These are two separate fields with different meanings.
Your CRM Stage
Closed Lost
Duplicate Opportunity
Duplicate Opportunity
↔ Live sync
AWS ACE Stage
Closed Lost
Closed Lost
What this means · What to do
Deal lost or duplicate. Update ACE promptly and add a close reason — this keeps pipeline data accurate and helps your Partner Manager identify patterns.
✅ Update promptly📝 Add close reason in co-sell platform app🗑 Mark Duplicate if applicable
AWS Partner Manager sees: Closed without win — Partner Managers use close reasons to identify competitive patterns.
◀ Inbound — AWS sends to you
AWS ACE Stage → CRM Stage (inbound referrals — stamped at creation only)
Inbound sync behavior: The CRM Sales Stage is set once at the point the inbound referral is created in your CRM. It does not continue to update as AWS advances their stage. This prevents inbound syncs from overwriting Your Company's internal stage validation rules.
What you need to do: When you receive an inbound referral, check the AWS ACE stage shown in the co-sell platform app to understand the real urgency — then qualify the opportunity yourself and advance the CRM stage manually based on your own assessment.
What you need to do: When you receive an inbound referral, check the AWS ACE stage shown in the co-sell platform app to understand the real urgency — then qualify the opportunity yourself and advance the CRM stage manually based on your own assessment.
AWS ACE Stage
Prospect
Prospect
Your Company CRM at Creation
Positioning
Stamped at creation
What to do
Early-stage referral from AWS. Standard lead — qualify need, confirm AWS workload, contact within 5 business days.
📞 Contact within 5 days🔍 Qualify need + workload💬 Align with Partner Manager on context
AWS ACE Stage
Qualified
Qualified
Your Company CRM at Creation
Positioning
Stamped at creation
What to do
AWS has pre-qualified this lead. BANT basics confirmed on their side. Get Partner Manager qualification notes and fast-track to Evaluating in your CRM as soon as you've confirmed the opportunity.
⚡ Prioritise📋 Get Partner Manager BANT notes🚀 Advance CRM to Evaluating fast
AWS ACE Stage
Technical Validation
Technical Validation
Your Company CRM at Creation
Positioning
Stamped at creation
What to do
Hot inbound — technical evaluation already underway or imminent. AWS SA may already be involved. Request technical context from Partner Manager before your first call. Move quickly to POC in your CRM.
🔥 Hot lead — act fast🏗 Request SA handoff notes🧪 Fast-track to POC
AWS ACE Stage
Business Validation
Business Validation
Your Company CRM at Creation
Positioning
Stamped at creation
What to do
Advanced inbound — customer is past technical validation on the AWS side. CRM starts at Positioning but fast-track to PO in Process level. Discuss Marketplace route early.
💰 Commercially advanced📄 Get commercial context from Partner Manager🛒 Marketplace route discussion
AWS ACE Stage
Committed
Committed
Your Company CRM at Creation
Positioning
Stamped at creation
What to do
Unusual scenario. Clarify with Partner Manager before progressing — may reflect a Marketplace transaction in flight or a channel partner arrangement.
❓ Clarify with Partner Manager first🛒 Check Marketplace status
AWS ACE Stage
Close Launched
Close Launched
Your Company CRM at Creation
Positioning
Stamped at creation
What to do
Expansion / upsell scenario — customer already live on AWS, being referred for an additional Your Company workload. New opportunity with high close probability given existing relationship.
📈 Expansion / upsell⚡ High close probability🔍 Identify new workload
AWS ACE Stage
Closed Lost
Closed Lost
Your Company CRM at Creation
Closed Lost
Stamped at creation
What to do
1:1 mapping — the only inbound stage that stamps Closed Lost in CRM. Add loss reason in co-sell platform app and confirm with Partner Manager if there is any recovery path.
❌ Close confirmed📝 Add loss reason💬 Confirm with Partner Manager
🔵 Microsoft MPC — Stage Mapping
Microsoft MPC: Microsoft Partner Center uses classic sales funnel language — the most granular of the three clouds. Each CRM stage maps to a distinct MPC stage with minimal ambiguity. Inbound stage is stamped at creation only.
▶ Outbound — You push to Microsoft
CRM Stage → Microsoft MPC Stage (outbound — live sync)
Your CRM Stage
First Meeting
↔ Live sync
MPC Stage
Created
Created
What this means · What to do
Referral created in MPC. No qualification yet. Microsoft field team has early visibility. Confirm Azure/M365 workload relevance.
📋 Referral registered🔍 Confirm Azure workload
Microsoft Partner Manager sees: New entry — minimal engagement until Qualified.
Your CRM Stage
Positioning
↔ Live sync
MPC Stage
Qualified
Qualified
What this means · What to do
Azure workload confirmed, BANT beginning. Formally engage your Microsoft Partner Manager now.
✅ Azure workload confirmed📨 Engage Partner Manager/PAM
Microsoft Partner Manager sees: Qualified — will begin coordinating support and may introduce Microsoft field sellers.
Your CRM Stage
Evaluating
POC
POC
↔ Live sync
MPC Stage
Developed
Developed
What this means · What to do
Solution being developed and evaluated. Both Evaluating and POC map here — Microsoft views evaluation and POC as part of solution development. Request Azure credits, CE or SA support at this stage.
🧪 Evaluation / POC🏗 Azure architecture confirmed💰 Azure credits / CE support
Microsoft Partner Manager sees: Solution in development — key window for technical investment.
Your CRM Stage
Negotiating Winning
↔ Live sync
MPC Stage
Proposed
Proposed
What this means · What to do
Formal proposal submitted, commercial negotiations active. Microsoft may co-engage their field sellers directly at this stage.
📄 Proposal active💼 Commercial negotiations🤝 Microsoft seller co-engagement?
Microsoft Partner Manager sees: Active proposal — high-priority deal, field sellers may be directly involved.
Your CRM Stage
PO in Process
PO with Reseller
PO with Partner
Backlog
PO with Reseller
PO with Partner
Backlog
↔ Live sync
MPC Stage
Negotiated
Negotiated
What this means · What to do
Terms agreed, in procurement or fulfilment. Keep updated — affects co-sell attribution and Microsoft partnership metrics.
✍️ Terms agreed📦 PO / backlog🔄 Update promptly
Microsoft Partner Manager sees: Negotiated booking — counts towards co-sell influenced revenue.
Your CRM Stage
Closed Won
↔ Live sync
MPC Stage
Won
Won
What this means · What to do
Deal won. Customer live on Azure. Microsoft attributes co-sell credit. Most explicit won/lost labelling of the three clouds — no ambiguity here.
🚀 Customer live📊 Co-sell credit logged✅ Verify in co-sell platform app
Your CRM Stage
Closed Lost
Duplicate Opportunity
Duplicate Opportunity
↔ Live sync
MPC Stage
Lost
Lost
What this means · What to do
Deal lost. Close in MPC immediately and add loss reason — Microsoft Partner Managers track competitive loss data carefully.
❌ Close immediately📝 Add loss reason
◀ Inbound — Microsoft sends to you
Microsoft MPC Stage → CRM Stage (inbound — stamped at creation only)
Inbound sync behavior: CRM stage is stamped at creation only. All Microsoft inbound stages enter your CRM as Positioning (except Lost → Closed Lost). Advance the CRM stage manually once you have qualified the opportunity. Check the MPC stage in co-sell platform app to calibrate urgency.
MPC Stage
Created
Created
CRM at Creation
Positioning
Stamped at creation
What to do
Early-stage referral. Qualify the Azure workload and confirm fit before advancing CRM stage.
📞 Contact within 5 days🔍 Confirm Azure workload
MPC Stage
Qualified
Qualified
CRM at Creation
Positioning
Stamped at creation
What to do
Pre-qualified by Microsoft. Get Partner Manager notes and fast-track your CRM stage.
⚡ Prioritise📋 Get Partner Manager notes🚀 Advance to Evaluating
MPC Stage
Developed
Developed
CRM at Creation
Positioning
Stamped at creation
What to do
Warm-to-hot. Solution conversation already in progress. Request technical context before first call.
🔥 Warm lead📐 Request technical context🧪 Prepare POC conversation
MPC Stage
Proposed
Proposed
CRM at Creation
Positioning
Stamped at creation
What to do
High-value inbound — customer in active proposal stage. Fast-track CRM and prepare commercial proposal immediately.
💰 High-value📄 Prepare commercial proposal fast🤝 Microsoft field seller involved?
MPC Stage
Negotiated
Negotiated
CRM at Creation
Positioning
Stamped at creation
What to do
Near-close. Clarify exact deal structure and Marketplace transaction status with Partner Manager.
💰 Near-close📄 Clarify deal structure🛒 Marketplace check
MPC Stage
Won
Won
CRM at Creation
Positioning
Stamped at creation
What to do
Expansion / upsell — customer already live, referred for additional Your Company workload. High close probability.
📈 Expansion / upsell⚡ High close probability
MPC Stage
Lost
Lost
CRM at Creation
Closed Lost
Stamped at creation
What to do
1:1 mapping. Confirmed lost. Add loss reason and confirm with Partner Manager.
❌ Close confirmed📝 Loss reason
🟢 Google Cloud — Stage Mapping
Google Cloud: Google's portal uses journey-oriented language from "Unspecified" through to "Migration Implementation", reflecting their focus on cloud migration workloads. Note that Google collapses five Your Company CRM stages into a single Proposal Negotiation bucket — your Google Partner Manager has reduced visibility during the commercial window. Compensate with direct communication.
▶ Outbound — You push to Google
CRM Stage → Google Cloud Stage (outbound — live sync)
Your CRM Stage
First Meeting
↔ Live sync
Google Stage
Unspecified
Unspecified
What this means · What to do
First contact, GCP workload not yet confirmed. Advance quickly once GCP relevance is established.
📋 Referral registered🔍 Confirm GCP workload
Google Partner Manager sees: Very early — advance quickly once confirmed.
Your CRM Stage
Positioning
↔ Live sync
Google Stage
Qualify
Qualify
What this means · What to do
GCP workload being confirmed. BANT checks beginning. Engage Google Partner Manager.
🎯 Confirm GCP workload💬 Engage Partner Manager
Google Partner Manager sees: Qualifying — may offer GCP technical resources.
Your CRM Stage
Evaluating
↔ Live sync
Google Stage
Refine
Refine
What this means · What to do
Active evaluation. Architecture refinement — GCS, GKE, migration paths being scoped. BANT largely confirmed.
🏗 Architecture scoping📨 Partner Manager actively engaged
Google Partner Manager sees: Active evaluation — may offer co-investment.
Your CRM Stage
POC
↔ Live sync
Google Stage
Tech Eval / Solution Dev
Tech Eval / Sol Dev
What this means · What to do
POC live on GCP infrastructure. Google architects may be directly involved. Best window for Google funding and migration support.
🧪 POC on GCP📐 GCP SA engaged💰 Google co-investment available
Google Partner Manager sees: Technical validation — prime window for resources.
Your CRM Stage
Negotiating Winning
PO in Process
PO with Reseller
PO with Partner
Backlog
PO in Process
PO with Reseller
PO with Partner
Backlog
↔ Live sync
Google Stage
Proposal Negotiation
Proposal Negotiation
What this means · What to do
Five CRM stages collapse into one Google stage. Google has reduced visibility across the entire commercial window — from first negotiation through to backlog. This is by design in Google's portal.
💡 Tip — Google Proposal Negotiation covers a wide commercial window. During this phase, keep your Google Partner Manager updated directly on deal progress so they can provide the right level of support at the right time.
💬 Proactive Partner Manager comms required🛒 Marketplace route discussion
Your CRM Stage
Closed Won
↔ Live sync
Google Stage
Migration Implementation
Migration Implementation
What this means · What to do
Deal won — customer migrating or implementing on GCP. Google attributes co-sell credit here. Verify in co-sell platform app after closing.
🚀 Customer migrating / live📊 Co-sell credit triggered✅ Verify in co-sell platform app
Your CRM Stage
Closed Lost
Duplicate Opportunity
Duplicate Opportunity
↔ Live sync
Google Stage
Closed Lost
Closed Lost
What this means · What to do
Deal lost or duplicate. Close promptly and add loss reason. Note: "Closed Admin" (if Google initiates) ≠ Closed Lost — see Referral Status tab.
❌ Close promptly📝 Add loss reason
◀ Inbound — Google sends to you
Google Stage → CRM Stage (inbound — CRM stage stamped at creation · check platform config for reverse sync)
Google inbound stage behavior: Google inbound referrals set the CRM stage once at the point of creation. Advance your CRM stage manually based on your own qualification — the Google stage visible in the co-sell platform app reflects what Google sees and helps you calibrate the urgency of each inbound lead.
Google Stage
Unspecified
Unspecified
CRM at Creation
First Meeting
No ongoing sync
What to do
Unique to Google — stamps First Meeting (not Positioning). Earliest touch. Book initial meeting and confirm GCP workload.
📞 Book first meeting🔍 Confirm GCP workload
Google Stage
Qualify
Qualify
CRM at Creation
Positioning
No ongoing sync
What to do
Google has confirmed some qualification. Advance CRM to Evaluating once your own BANT checks confirm intent.
⚡ Prioritise🚀 Advance to Evaluating
Google Stage
Refine
Refine
CRM at Creation
Positioning
No ongoing sync
What to do
Warm-to-hot inbound. Architecture conversations underway on Google's side. Request any notes from Partner Manager before first call.
🔥 Warm lead🏗 Request architecture notes
Google Stage
Tech Eval / Sol Dev
Tech Eval / Sol Dev
CRM at Creation
Positioning
No ongoing sync
What to do
Hot inbound — Google SA likely involved. Fast-track to POC in your CRM immediately.
🔥 Hot lead📐 Request SA handoff🧪 Fast-track to POC
Google Stage
Proposal Negotiation
Proposal Negotiation
CRM at Creation
Positioning
No ongoing sync
What to do
Commercially advanced. Fast-track CRM through stages quickly and discuss Marketplace route immediately.
💰 Commercially advanced🛒 Marketplace route
Google Stage
Migration Implementation
Migration Implementation
CRM at Creation
Positioning
No ongoing sync
What to do
Expansion / upsell — customer already on GCP. New opportunity with high close probability.
📈 Expansion / upsell⚡ High close probability
Google Stage
Closed Lost / Closed Admin
Closed
CRM at Creation
Closed Lost
No ongoing sync
What to do
Closed Lost = deal lost. Closed Admin = Google closed for admin reasons, not a sales loss — confirm with Partner Manager before closing your CRM opportunity.
❌ Closed Lost → close CRM❓ Closed Admin → check with Partner Manager first
Quick Reference
Section 4 of 4
⚡ Quick Reference
Quick Reference — All Clouds, Outbound Stage Mapping
Single view of all CRM stages mapped to all three hyperscaler portals. Sync column shows whether changes are live-synced or stamped at creation only.
| Your CRM Stage | AWS ACE Stage | Google Cloud Stage | Microsoft MPC Stage | Outbound Sync | Key Note |
|---|---|---|---|---|---|
| First Meeting | Prospect | Unspecified | Created | ↔ Live | Referral created. Partner Manager visibility established. No engagement expected yet. |
| Positioning | Prospect | Qualify | Qualified | ↔ Live | Engage Partner Manager now. Confirm workload. BANT checks starting. |
| Evaluating | Qualified | Refine | Developed | ↔ Live | Confirmed mapping (AWS): Evaluating = Qualified. Partner Manager resources available. |
| POC | Technical Validation | Tech Eval / Sol Dev | Developed | ↔ Live | 🔑 Best window for POC funding, SA support, cloud credits. Engage Partner Manager immediately. |
| Negotiating Winning | Technical Validation | Proposal Negotiation | Proposed | ↔ Live | AWS stays at Tech Validation until PO raised — intentional. |
| PO in Process | Business Validation | Proposal Negotiation | Negotiated | ↔ Live | Marketplace private offer conversation with AWS Partner Manager. Google Partner Manager has low visibility here. |
| PO with Reseller / Partner | Committed | Proposal Negotiation | Negotiated | ↔ Live | AWS counts as committed revenue. Affects partnership tier. |
| Backlog | Committed | Proposal Negotiation | Negotiated | ↔ Live | Awaiting fulfilment — same as PO with Reseller from hyperscaler perspective. |
| Closed Won ✅ | Close Launched | Migration Implementation | Won | ↔ Live | Co-sell credit triggered. Verify all active referrals updated in co-sell platform app. |
| Closed Lost | Closed Lost | Closed Lost | Lost | ↔ Live | Add a close reason. Update promptly to keep pipeline data accurate. |
| Duplicate Opportunity | Closed Lost | Closed Lost | Lost | ↔ Live | Closes all referral records. Use this stage to keep pipeline data clean. |
Inbound entry points (all clouds):
AWS inbound: all stages stamp your earliest open CRM stage · No reverse sync
Microsoft inbound: all stages stamp Positioning (Lost → Closed Lost) · Reverse sync status TBC
Google inbound: Unspecified stamps your first-meeting CRM stage · all others stamp your earliest open stage · Reverse sync behavior depends on platform configuration
Referral Status "Launched" reminder: Referral Status = Launched means the referral is active in co-sell. It does NOT mean the deal is Closed Won. Check your CRM Sales Stage or the hyperscaler portal stage directly to confirm a deal is actually won.
AWS inbound: all stages stamp your earliest open CRM stage · No reverse sync
Microsoft inbound: all stages stamp Positioning (Lost → Closed Lost) · Reverse sync status TBC
Google inbound: Unspecified stamps your first-meeting CRM stage · all others stamp your earliest open stage · Reverse sync behavior depends on platform configuration
Referral Status "Launched" reminder: Referral Status = Launched means the referral is active in co-sell. It does NOT mean the deal is Closed Won. Check your CRM Sales Stage or the hyperscaler portal stage directly to confirm a deal is actually won.
Comments
Please sign in to leave a comment.