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Partner Marketing Plan for Amazon Web Services

At Amazon Web Services' request, I created this partner marketing plan for their public sector group based at AWS offices in Herndon, Va.

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Partner Marketing Plan for Amazon Web Services

  1. 1. Amazon Web Services Public Sector Partner Marketing Plan Susan Fitzgerald October 25, 2013
  2. 2. Partner of choice ′part·ner of ′choice n 1. an important sales channel 2. a vital source of new capabilities and offerings 3. an indispensible business collaborator
  3. 3. Who loves ya, baby? Advocacy In many technology and consulting companies, there’s no partner liaison to drive communications, alignment and development of marketing assets. Capacity Marketing and technology teams lack capacity to create valuable content in support of partner marketing initiatives. Mindshare Companies often focus their partnering efforts on a handful of big brands, squeezing out other partnerships that might prove more fruitful. Results Too few learn about partner efforts that pay off, keeping productive alliances from the attention (and resources) they deserve.
  4. 4. Category of one Amazon Web Services helps its partners establish a profitable, sustainable advantage in the public sector market. As an AWS partner, your reputation is associated with the company that invented, and utterly dominates, a new type of business. We provide what you need to capitalize on the greatest opportunity for business growth of our time. We help you build your capabilities and solutions at every level and every opportunity. Our ability to execute, the speed of our innovation and the vibrancy of the ecosystem surrounding our platform puts your business ahead of the curve. An alliance with AWS launches faster and produces better results than an alliance with any other cloud infrastructure provider. The more you engage with AWS, the more your business thrives.
  5. 5. Technology vs. consulting Technology partner Consulting partner Champion Team Individual Vehicle Product Process Alignment IT BU Filter External Internal Positioning Functional superiority Thought leadership
  6. 6. Value grid (a technology partner’s perspective) Compute & networking Storage Database Deployment & management Application services Support Large DW integration Multi-source/logical DW integration Hadoop integration Predictive & advanced analytics Enterprise adoption Visual exploration Rich dashboards
  7. 7. Value grid (a consulting partner’s perspective) Compute & networking Storage Database Deployment & management Application services Support Data governance Security & privacy Risk management Regulatory compliance Backup & disaster recovery Data analytics HR transformation
  8. 8. Unfair Our strategy? Claim an unfair amount of our partners’ time. They’ll be so busy building strong relationships with us (and pursuing leads from AWS, and recommending AWS in the global public sector community) that their other alliances will just have to go on the back burner.
  9. 9. Value building blocks All partners Priority partners Enable sales and marketing teams • Solution brief * • Slides for sales deck * • Proposal boilerplate * • Joint marketing plan •Account marketing campaign •Mobile app •Periodic report on partnership activities and results Share leads, customer feedback and market intelligence • Takeaways • Marketing analytics • Online survey •Co-sponsored events •Target buyer phone survey Network with AWS leadership and other alliance partners • AWS solutions catalog/partner newsletter/Hot Topics • AWS World Wide PS Summit post-day partner briefing • AWS re:Invent Partner Summit •Corporate visit •Advisory council Promote to customers, investors, analysts and media • Webinars (AWS or customer’s own) • Presentations at existing conferences and field events • Success stories • Announcement PRs • Partner award eligibility •Video •Dedicated event •Dedicated landing page •Original publication •Dedicated analyst or journalist briefings * Playbook
  10. 10. Six signs of a priority partner 1 Has high-profile, long-term customers. 2 Sells knowledge along with goods and services. 3 Engages a consultative rather than transactional selling style. 4 Cultivates a relationship of trust with buyers and influencers. 5 Is capable of delivering in many different IT solution areas. 6 Does not primarily compete on price.
  11. 11. "I want the CIO of the Federal Aviation Administration to wake up every day thinking about flight safety...I don't want them to wake up and think, 'Is the email up and running? Are BlackBerries working?'" Steven VanRoekel, US CIO Remarks before the Senate Homeland Security and Governmental Affairs Committee, June 11, 2013
  12. 12. What An animated video (with menu for browsing/skipping) explaining what government needs to know about transitioning shared services to the cloud Why Influence decision-making to favor AWS and partner solutions Who Federal CIOs, program managers, contracting officers Issues Consolidation, cost reduction, collaboration, modernization, sustainability Trends Big data, cybersecurity, mobile, hybrid cloud Supporting parts Snippets (15 and 7 seconds) for forwarding via Instagram and Vine Success stories Customer email aws.amazon.com landing page Channels Sales teams; websites; Hot Topics; field events; PS Summit; partner and AWS house lists; analyst briefing; AWS blog When July 2014 Shared Services 2.0
  13. 13. What An interactive PDF showing the new ways state and local entities can engage and empower citizens Why Raise awareness of the accessibility, affordability and effectiveness of AWS and partner solutions Who CIOs, program managers and contracting officers at the state and local levels Issues Transparency, public safety, consumerization of services Trends Big data, GIS, mobile, social, analytics Supporting parts Success stories Presentations Sales cover letter Customer email aws.amazon.com landing page Channels Sales teams; websites; Hot Topics; field events; PS Summit; partner and AWS house lists; analyst briefings; AWS blog When April 2014 Citizen at the Center
  14. 14. Fabinator What A customized, mobile-friendly portal providing a curated view of AWS Marketplace software and services Why Improve AWS/partner adoption and function penetration rates within universities and the businesses they enable Who Heads of innovation, CS and IT departments at universities with incubation programs Issues Innovation, personalized learning, migration to cloud Trends Distance learning, mobile, social Supporting parts Links to existing, related university blogs Dedicated Twitter feed Sales cover letter Customer email aws.amazon.com landing page Channels Sales teams; websites; Hot Topics; field events; PS Summit; partner and AWS house lists; analyst briefing; AWS blog When Rollouts beginning in May 2014
  15. 15. What A series of online guides and demo videos showing how even non- developers can use cloud services and tools to operate efficiently Why Create a strong nonprofit user community for AWS and its partners Who Directors and VPs of not-for-profit organizations Issues Cost reduction, ROI, collaborative research Trends Mobile, social, analytics Supporting parts External blogs Dedicated Twitter feed Sales cover letter Customer email aws.amazon.com microsite Channels Sales teams; websites; Hot Topics; field events; PS Summit; partner and AWS house lists; analyst briefing; AWS blog When December 2014 What If...?
  16. 16. Dec 12/13 Jan 1/14 Feb 2/14 Mar 3/14 Apr 4/14 May 5/14 Playbooks Success stories Marketing analytics Webcasts Citizen at the Center Fabinator Dedicated WWW page (microsite) Takeaways Marketing calendar (the first six months) Priority partner
  17. 17. Getting it done Freelancer Success story (~800 words)....................................................................................................$1,500 Article, report or white paper (~2,500 words).......................................................................... $5,000 Researcher Questionnaire, survey universe, telephone interviews, final report and incentive report.............................................................................$50,000 Videographer Live action (talking head, local studio).................................................................................... $5,000 Animated................................................................................................................................. $15,000 Marketing associate/coordinator Total compensation (including benefits).................................................................................. $75,000 Incremental program cost starts at $0. It all depends on the scale and speed desired.
  18. 18. What success looks like Qualitative Quantitative Mid term (2-3 years) •Stronger network within target accounts •Better deal quality •Greater awareness of alliance •Reduced channel conflict •Few unproductive relationships •Greater lead flow from partners and co-marketing initiatives •Shorter sales cycles •More AWS revenue per partner •More revenue/margin for partners Long term (5 years) •No channel conflict •No unproductive relationships •AWS exclusivity (formally or informally) among all priority partners •Total amount of sales •Significant share of PS revenue sourced from partners
  19. 19. Our goal is to have 40% of PS revenue come from partners by 2018. 40%
  20. 20. www.makewaves.com

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At Amazon Web Services' request, I created this partner marketing plan for their public sector group based at AWS offices in Herndon, Va.

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