Enterprises need AWS partners to help them transform their businesses and utilize the advantages that cloud provides in creating business value. AWS will share with partners the business best practices, programs and resources for building and growing AWS-based solutions and services that address the needs of the enterprise. We will share with you the cloud perspective from the CIO point of view, from former CIO of Dow Jones, Stephen Orban. At Dow Jones, Orban introduced modern software development methodologies, reduced costs, and administered a cloud first policy by leveraging AWS and other SaaS partners. You will learn what the C-level needs from AWS partners and what will make you stand out as a transformational partner.

1. ©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved
Building a Transformational
Partner Business for the Enterprise
Dorothy Copeland, Head of Global Partner Programs
Barry Russell, Head of Marketplace Global Business Development
Stephen Orban, Head of Enterprise Strategy

2. Agenda
Trends in the partner ecosystem
Marketplace as a go-to-market
Enterprise CIO point of view for
partners

3. Trends in the partner ecosystem
AWS Partners nearly doubled
Partners are growing quickly
Managed services
Software as a service
AWS Marketplace

4. Consulting Partner best practices
Packaged
solution offerings
Fixed price
migration
Packaged service
offerings
DevOps
workshops
Security as a
service

5. Technology Partner best practices
Deploying
SaaS on AWS
Engaging
consulting
partners
Taking a solution
approach
Promoting solutions
with AWS
All-in on AWS

6. AWS resources to transform your business
APN Competency Program
Digital media
Storage
Life sciences Healthcare
SAP Oracle
Big data
Microsoft

7. AWS resources to transform your business
APN Competency Program
Acceleration Programs
MSP Partner Program
SaaS Partner Program
AWS Marketplace
Service Acceleration Program – Limited Preview (May launch)
• Enables AWS customers to quickly engage APN Partners for
packaged proof-of-concept solutions
– Database and big data with Redshift, RDS, and DynamoDB
– Mobile later in 2015
• Credits and funding for large DB and big data opportunities
Contact: aws-service-accel-pgm@amazon.com

8. ©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved
AWS Marketplace
Barry Russell
Head of Global Business Development
barryr@amazon.com

9. Why cloud changes software procurement
“35MM+ physical servers
globally today – only
15% in the cloud” *IDC
Cloud is shifting software from
perpetuity to subscription OR
consumption based
Enterprises invest $310B
annually in software
Selecting, purchasing and
deploying is still slow and
manual
“…50% of workloads will
move to the cloud by
2018” *IDC
Companies either bring
licenses or buy “as
needed servers” or
choose SaaS

10. AWS Marketplace
About us
• Launched in April 2012
• Publishes software
• Over 685 software partners
• More than 2,100 product listings
Benefits to customers
• Easy software discovery
• Simplifies buying for customers
• No license management
• One AWS bill
• Consume hourly, monthly, annually

11. AWS Marketplace customers – Who is buying?

12. Coming soon:
AWS Intelligence Community (IC) Marketplace

13. How do I build a transformational business
with AWS Marketplace?
• Use AWS Marketplace as a primary sales channel
• Train your technical and field staff on AWS (APN)
• GTM best practices
– Comp your field, align with ours
– Build a landing page
– Develop quarterly GTM plan with $$$
• List your full suite, price annually
• Take advantage of PoC and GTM funds

14. The Enterprise CIO Viewpoint
Partnering with the top IT executive
Stephen Orban, Head of Enterprise Strategy

15. My history as an IT Executive
Various
leadership
positions CTO
Head of
Enterprise
StrategyCIO, CTO

16. CIO Solar System
CIO
Background
Existing
Legacy
Tenure
Staffing
Strategy
Company
Financials
Enterprise
IT Map
Security
Posture
Exec Team

17. Let’s talk about the CIO…
The CIO is a business executive.
IT is their contribution to the business.

18. The CIO is a business executive
• Mission is to solve problems for
the business, not buy
technology
• They became a CIO through
hard work, ambition, and help
• Partners understand and listen
• Partners help them solve
problems and make them
successful

19. Executive team
Understand executive team motivations, influence,
and pressures put on CIO
• Where does CIO report?
• Global or business unit matrixes?
• CEO - competition, innovation, costs
• CMO - BI, analytics, brand launches/microsites
• CFO - costs, opex vs. capex, the street
• CRO - product development/monetization
• Lieutenants in other departments, particularly Finance
and Marketing
• Where is there shadow IT?

20. CEO
Competitive advantage
Save money
CIO
Business alignment
Move faster, more efficiency
CFO
Improved cash flow
Save money
CMO
Respond to market changes
More experimentation, better analytics
CISO Visibility, auditability, control
CRO
Get more products to market
Move faster, more efficiency
Priority AWS Value
Experience
Pace of innovation
Service depth & breadth
Pricing philosophy
Ecosystem
Global
Executive team

21. Company financials
Never talk to an IT executive until you
understand their financial positioning
• Revenue/profit shrinking or growing
• Price sensitivity
• Public vs. private pressures are different
• IT budget will range from 2-10% of
revenue, product development is a wild
card
• Capex vs. opex

22. Staffing strategy
Never talk to an IT executive until you
understand their staffing strategy
• Size of staff, how they’re organized
• Staff as a percentage of IT budget (multiply by
$120,000-$180,000 depending on size of
industry/location)
• Propensity to outsource - bring in a partner
• Propensity to insource - talk about DevOps, cloud
CoE, staff skills
• Internal vs. vendor politics

23. IT map - Traditional IT
E-mail, Productivity,
Collaboration, HR,
Finance, ERP
Desktop Support, Device
Management, Telephony,
IT Support
Information Security, CISO
Encryption, Key Management, Identity
Management, Firewalls, IDS, DDoS
Business Applications
CTO/VP Applications
Digital Products, Brand
Websites, Mobile
Applications, Point of Sale
Systems, Commerce
Corporate Applications
CIO/VP Corp Systems
End User Computing
VP IT Support
Infrastructure, VP Infrastructure Servers, Storage, Networking, Databases,
Data Warehousing, Data Centers

24. IT map - Traditional IT with AWS
WorkMail, WorkDocs,
AWS Marketplace,
Directory Service, SaaS
WorkSpaces, AppStream,
AWS Marketplace,
Mobile, SaaS
Information Security, CISO
IAM, CloudHSM, Key Management,
Security Groups, AWS Marketplace
Elastic Beanstalk,
Lambda, SQS, SNS,
Mobile, CloudFront
Corporate Applications
CIO/VP Corp Systems
End User Computing
VP IT Support
Infrastructure, VP Infrastructure EC2, S3, RDS, VPC, Direct Connect,
Directory Service, IAM, Service Catalog
Business Applications
CTO/VP Applications

25. IT map - A cloud-first tomorrow
Information Security, CISO
IAM, CloudHSM, Key Management,
Security Groups, AWS Marketplace
Elastic Beanstalk,
Lambda, SQS, SNS,
Mobile, CloudFront
Business Applications
CTO/VP Applications
DevOps, VP DevOps
EC2, S3, RDS, VPC, Direct Connect,
Directory Service, IAM, Service Catalog
WorkMail, WorkDocs,
AWS Marketplace,
Directory Service, SaaS
Corporate Applications
CIO/VP Corp Systems
WorkSpaces, AppStream,
AWS Marketplace,
Mobile, SaaS
End User Computing
VP IT Support
Customers need partners to get there

26. Enterprise IT map - Considerations
• AWS can fit in anywhere - always be piloting.
AWS can help you (i.e. POC programs)
• Know where security reports
• How centralized is infrastructure
• How much autonomy do application groups
have
• Duplicated application teams will probably
mean more autonomy

27. Enterprise IT map - Infrastructure
• Key long term relationship
• DevOps or cloud division?
• Sentiment on existing private cloud?
Where are supporters?
• Win them over, carefully call out blockers
to CIO

28. Enterprise IT map - Identify key lieutenants
• Determine where most time needs to be spent:
• VP’s <$1B revenue
• Directors $1B+ revenue
• Who does CIO trust?
• Look for up and coming stars
• Have something new and meaningful when
going to CIO
• When possible, get lieutenants to advocate

29. The CIO’s background
Provides clues to their motivations
• Developer
• Infrastructure
• Finance
• Business
• Tenure (next)

30. The CIO’s tenure
Provides clues to their
appetite for change
• Tenure with company
• In the CIO role at that company
• In the CIO role
A newly minted CIO will be looking to
make their mark

31. Existing legacy
The older the company, the more legacy
concerns and the longer their journey
• 70’s-80’s – mainframes
• 90’s – heavy licensing and client server
• 00’s – outsourcing and frameworks
• 10’s – SaaS
When was the last big transformation?
Was it successful?

32. Increasing your customers’ security posture with the cloud
AWS Security
approach
Size of AWS
Security team
Visibility
PEOPLE & PROCESS
SYSTEM
NETWORK
PHYSICAL
Security

33. Each customer journey is unique, but here’s what
we see along the way…
Executive
Sponsorship
Experiment
Educate Staff
Making it Real
Cloud Center of
Excellence
Hybrid
Adoption
Cloud-First
Standard
Engage
Partners

34. Let’s get started! Help your customers to…

35. Help customers to understand costs
InstanceCount
0
2
4
5
Day of Month
0 5 10 15 20 25
~75% Savings
Make sure you’re
comparing apples to
apples

36. AWS Cloud Adoption Framework
Professional
Services
Help your customers plan
Business
Perspective
Platform
Perspective
Process
Perspective
People
Perspective
Maturity
Perspective
Operating
Perspective
Security
Perspective

37. Create a center of excellence for your customers
Cloud best practices
Customer service oriented
Automate everything
Enable
App
Teams
Infrastructure
Teams
Example tenets:

38. SAN FRANCISCO