Partnering with AWS: How to Build Your Business with AWS


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In this session, we will cover how partners, including software vendors, systems integrators, consultancies, digital agencies and value-added channel providers can become AWS partners. This session is designed for companies that are considering partnering with AWS or have just recently joined our AWS Partner Network or AWS Marketplace. Partners will learn how to utilize the AWS Partner Network as well as other AWS global programs and tools that can help them grow and manage their business.  We will also explore the AWS Marketplace where partners can quickly Cloud-enable their software and make it available in days for customers worldwide to purchase and run on AWS. Learn best practices from AWS Partners on how they have built successful businesses with AWS.

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Partnering with AWS: How to Build Your Business with AWS

  1. 1. © 2014, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of, Inc. Partnering with AWS Dorothy Copeland & Michael Fuller
  2. 2. AWS Partners Around the World – 10,000+ Thousands in North America 1000+ in Latin America 1000+ in EMEA Thousands in APAC To Create the World’s Most Customer-Centric Partner Program
  3. 3. What does AWS Provide Partners? • AWS Directory Listing on AWS Website • AWS Partner Portal – Content & Training • Free Online Business & Technical Training • In-person business Training • Marketing and Demand Generation • Assigned Partner Development Manager • Access to AWS Solution Architects Our Mission: Help Partners Build & Grow their Businesses on AWS
  4. 4. How does AWS look at Partners? Systems Integrators Consultancies Resellers Distributors Managed Service Providers Digital Agencies ISVs SaaS/PaaS OS Vendors Database Vendors Dev Tools Security/Management
  5. 5. APN Standard and Advanced Requirements Requirements Standard Advanced Products on AWS >1 Product in Public Beta >1 Product in General Availability AWS Billings/Month $1,000 $25,000 AWS Customer References 2 4 AWS Support Developer Level Business Level Requirements Standard Advanced AWS Trained Technical Staff 2 5 AWS Trained Sales Staff 2 5 AWS Billings/Month $1,000 $10,000 AWS Customer References 2 4 AWS Support Developer Business Consulting Partners Technology Partners
  6. 6. AWS Partner Directory • 40,000 Customers per month find Partners in the Partner Directory • For Standard and higher tiers • Partners Highlight: – Services & Solutions – Customer Case Studies – Participation in Partner Programs – Marketplace Products • Increased Prominence to Advanced & Premier Partners Promote your products and services to prospective AWS customers Make sure your Listing is up-to-date
  7. 7. APN Partner Portal Tools and content for partners to grow their business on AWS.
  8. 8. APN Partner Scorecard Enables Partners to qualify for APN Tiers Alliance Manager Submits: • Partner Solution • Reference Customers • Revenue-generating accounts • Training & Accreditations • Certifications
  9. 9. Partner Training & Certification Free Online Partner Business & Technical Training AWS Partner Educate: Classroom Sales Training Classroom Technical Training Partner Discounts Partner Certification Partner Webinar Series Partners access partner training offerings through the APN Portal
  10. 10. Educational Webinars for Partners July Webinars:  Overview of All New AWS Services  Adobe Web Experience Manager on AWS  Amazon Relational Database (RDS) Oracle Deep Dive  Deep Dive on Amazon Redshift  Oracle Applications on AWS  App Deployment and Management on AWS  Pricing on AWS  Database Solutions on AWS  Drive YourBusiness with APN Marketing Tools  Overview of Amazon CloudSearch  Elastic Map Reduce (EMR) for Big Data Analytics  Security and Compliance on AWS Conducted by AWS Solution Architects, Partner Managers and Marketing
  11. 11. Partner Educate In person partner training series that increases selling ability of partners to drive incremental revenue – 20 global cities delivered, 12 more in Q3 – 1260 sales and technical sales reps trained – Future Topics: Use case specific topics including Migrating Enterprise Workloads, Big Data processing, Disaster Recovery – Future Trainings: Technical Partner Educate for Tech Pre-Sales Engineers & Solutions Architects Topics Include: Looking for AWS Opportunities How AWS sales team works with customers Pricing Workshop TCO Workshop Competitive Workshop Partnering with AWS Session
  12. 12. Repository of partner-focused content: – Technical Whitepapers – Business Presentations – Product & Service Overviews – Reference Architectures Technical, Business and Marketing Content for Partners Partner Content
  13. 13. APN Knowledge Base Public Facing Knowledge Base Login & Registration Support
  14. 14. APN Knowledge Base View, Rate, and/or Share Knowledge Articles Partner Case Form
  15. 15. Customer Engagements • Engage with our sales and SA teams by submitting your customer opportunities • Contributes to your APN Requirements • Enables us to be aligned on field engagements with you
  16. 16. APN Competencies For APN Consulting Partners that have a proficiency in a specific area Current Competencies: • Differentiate based on skillset • Designation in Partner Directory Announcing Today: • Webpages with Customer Messaging • Adding Technology Partners in Big Data More Benefits for Competency Holders coming this year Big Data Microsoft SAPManaged Services MicrosoftOracle
  17. 17. AWS Channel Reseller Program APN Consulting Partners that provide professional services on AWS and manage commercial or public sector end customer AWS deployments Designed for: Benefits: • Own customer experience end-to-end • AWS Channel Reseller Discounts • License Rights to Resell AWS • Special Support Plans • Designation in AWS Partner Directory r • Channel Partner Logo • Press Release & Marketing Support Enablement Tools: • Partner Enablement Toolkit • Program Onboarding & Operational Training • Partner Solution Architect Support • AWS Support for Partners • Exclusive AWS Channel Reseller Training Webinars – Digital Agencies – Value-Added Resellers – System Integrators – Managed Service Providers
  18. 18. Demand Generation with AWS AWS Grid Campaigns Current Campaigns:  What is Cloud Computing  Big Data on AWS  Microsoft Windows Server on AWS • Professionally designed multi- touch campaigns • Access deep reporting on how your lead prospects interact with campaigns • Surface the highest quality leads and learn what interests a potential client
  19. 19. Demand Generation with AWS • Engage and educate the AWS customer base on your product or solution built for the AWS Cloud • Webinar recording posted on YouTube for on- demand viewings and further marketing after the event • Full contact info of all webinar registrants/prospects to drive future engagements Joint Webinars
  20. 20. AWS Test Drives Partners create enterprise workload solutions on AWS Customers can deploy and evaluate your Test drive Great way to create demand for your solutions Go-to-Market with AWS
  21. 21. © 2014, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of, Inc. Building a Successful Business on AWS Michael Fuller Head of Infrastructure Technology Alliances
  22. 22. Partner Ecosystem
  23. 23. Technology Partners
  24. 24. Technology Partners
  25. 25. Technology Partners
  26. 26. Technology Partner Best Practices  Self service  Low barrier to adoption  Flexible licensing – on-demand, RI, BYOL  Speed to deployment  Ability to scale up/down  Field & channel engagement model  Scalable GTM
  27. 27. Technology Partners Success Stories
  28. 28. Consulting Partners
  29. 29. Consulting Partners • Enterprise Application Deployment • Web Application Deployment • Big Data / HPC • Migration & Deployment Services • Managed Services • Custom applications & tools
  30. 30. Consulting Partner Best Practices  Decide early – specialist or generalist  Repeatable solutions, recurring revenue vs. projects  Automation, utilize tools like CloudFormation  Customized tools & DevOps are a differentiator  Formalized training & certification program  Use cloud as an enabler across practices  Dedicated sales, cloud practice leader, targeted quota  Scalable go-to-market
  31. 31. Consulting Partner Success Stories
  32. 32. © 2014, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of, Inc. AWS Marketplace Michael Fuller Head of Infrastructure Technology Alliances
  33. 33. What is AWS Marketplace? • Launched April 2012 • 1400 Software listings, (up 150% YoY) • Software hours up 800% YoY • Focused on customers, solution providers, and adoption of AWS • Brining key learnings from to AWS • Map of solutions with AWS services • Solution provider is still the seller of record • Large investment focus for AWS
  34. 34. Key benefits of using the AWS Marketplace? • Access to a large, fast growing customer base • Ability to sell in a cloudy way • Ability to get to market quickly, globally • Increased leverage for existing sales and marketing resources • Reduced development effort on license enablement • Access to new onboarding mechanisms like free trial • Management portal for usage analysis, support • Access to innovative scalable marketing tools & data analytics Discovery1 Licensing2 Delivery3
  35. 35. Who is selling through the AWS Marketplace? • Infrastructure technology partners • Application technology partners • On-demand, bring your own license (BYOL), and SaaS delivery models • Paid & free offerings • Open source & proprietary • Enterprise focused, workload focused, AWS service focused, and industry vertical focused
  36. 36. Who is buying through the AWS Marketplace? • Large enterprise customers (Fortune 500, Global 2000) • Small to medium enterprises • Fast growing startups • Global customers (global 2000, startups deploying globally, regionally based customers) • Other partners (consulting, MSP, SI, pro-serv) • Line of business buyers
  37. 37. Sales enablement through the AWS Marketplace • Effective call to action and tool for your existing sales and marketing teams • Deal registration • Access to AWS account teams and solution architects • Path to accelerate more complex deals • Access to proof-of-concept & deal acceleration funds • Ability to compensate your field sales teams • Access to funds and production teams for customer testimonials
  38. 38. Marketing enablement through the AWS Marketplace • Real time data analytics • Real time traffic • Real time usage • Real time revenue detail • By product • By campaign • Targeted campaigns • Automated campaigns
  39. 39. © 2014, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of, Inc. Cisco Esteban Torres Director of Product Manager, Cisco Cloud Services Router
  40. 40. Cisco CSR1000V in AWS Marketplace
  41. 41. Thank You!