MLPerf is the best-known industry standard AI benchmark. With buy-in from key industry players, fully defined performance and accuracy metrics it stands alone as the de facto standard AI benchmark. At the same time, submissions to MLPerf on new platforms are very difficult. A significant investment is needed for a new organization to generate results competitive with established submissions. In this contribution, we show how AMD was able to publish competitive and even leadership performance in the space of 1 year covering both MLPerf Inference and MLPerf Training on several Instinct GPU platforms. Focusing on a few sub-benchmarks and extensive optimizations enabled the initial submissions. Overall, we find that MLPerf has a high barrier to entry and cross-company alignment is necessary for successful submissions.