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How to leverage your business as an Amazon Web Services Partner

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How to leverage your business as an Amazon Web Services Partner

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How to leverage your business as an Amazon Web Services Partner

  1. 1. Amazon Web Services Confidential – Shared under NDAAmazon Web Services Confidential #GX23 Amazon Web Services Technology Partner Program Renata Faria
  2. 2. Amazon Web Services Confidential – Shared Under NDA How does the program fit with APN Partners? Consulting Partners Technology Partners Prof ServicesManaged ServicesLicensed Software SaaS EmergingManaged Channel Reseller Partners Systems Integration
  3. 3. Amazon Web Services Confidential – Shared Under NDA Verticals FSI&Insurance M&E Bio/Life/HC Technology Partner Categorization App/Dev Issue Tracking Testing SCM Dev Tools Messaging Comms PaaS Monitor Network Infrastructure Database & Caching Application Servers/Middleware Security Management Storage/BackUp MDM Operating System Infrastructure Software CRM Content Management Collaboration BPM Big Data & Analytics Finance & Accounting HRM eCommerce & Retail ERP Design & Engineering Customer Engagement Logistics (SCM) HPC GIS Gaming Application/Business Software
  4. 4. Amazon Web Services Confidential – Shared Under NDA Why Should I Become an APN Technology Partner? Sales Technical Support Marketing Alliance Support
  5. 5. Amazon Web Services Confidential – Shared Under NDA Channel & Sales Enablement Improve Customer Experience 1. Reduce Complexity 2. Reduce Time to Value 3. Reduce Cost Repeatable Framework 1. Reduce Duplication of Effort 2. Establish AWS Best Practices 3. Consistency = Supportability Channel Bundles 1. Provide building blocks, templates and guides 2. SI/VARs add services, software and pricing options 3. Sell as a Fixed Price Bundle or ala carte Option 1: DIY
  6. 6. Amazon Web Services Confidential – Shared Under NDA Channel & Sales Enablement Option 2: DIY w/Kit Improve Customer Experience 1. Reduce Complexity 2. Reduce Time to Value 3. Reduce Cost Repeatable Framework 1. Reduce Duplication of Effort 2. Establish AWS Best Practices 3. Consistency = Supportability Channel Bundles 1. Provide building blocks, templates and guides 2. SI/VARs add services, software and pricing options 3. Sell as a Fixed Price Bundle or ala carte
  7. 7. Amazon Web Services Confidential – Shared Under NDA Channel & Sales Enablement Option 3: Hire a Pro CapGemini 2nd Watch AVNET Improve Customer Experience 1. Reduce Complexity 2. Reduce Time to Value 3. Reduce Cost Repeatable Framework 1. Reduce Duplication of Effort 2. Establish AWS Best Practices 3. Consistency = Supportability Channel Bundles 1. Provide building blocks, templates and guides 2. SI/VARs add services, software and pricing options 3. Sell as a Fixed Price Bundle or ala carte
  8. 8. Amazon Web Services Confidential – Shared Under NDA SaaS Platform Enablement Establish AWS as the SaaS Platform 1. Global Reach 2. Most Reliable 3. Best Economics Marketing Strategy 1. Build a better together story 2. Joint GTM Support 3. Sales & Channel Training
  9. 9. Amazon Web Services Confidential – Shared Under NDA Partner Engagement Cycle Develop AMIs, Architecting for HA, Security, Performance License Portability, Utility Pricing, SaaS, DevTest Demand Generation, Lead Generation, Joint Sales Engagements, Content Creation Self Service Documentation, L1 & L2 Support, TSANet
  10. 10. Amazon Web Services Confidential – Shared Under NDA Licensing Models License Mobility • Ability for customers to transfer existing licenses/subscriptions to AWS • Customer has a relationship with AWS & ISV SaaS • Customer accesses the ISV application directly. Hosted on AWS • Customer has a relationship with ISV Utility via Marketplace • License/subscription fee is built into the service. Pay as you go. • Customer has a relationship with AWS & ISV. OEM • AWS serves as OEM channel for ISV • Customer has a relationship with AWS User Managed Vendor Managed
  11. 11. Amazon Web Services Confidential – Shared Under NDA Sales Support  Access to the latest AWS collateral  Access to client referrals  Solution Architect engagement
  12. 12. Amazon Web Services Confidential – Shared Under NDA Alliance Support  Account planning & management  Online resources Leads Register Enablement Partner´s Dashboard Upgrade Marketing
  13. 13. Amazon Web Services Confidential – Shared Under NDA Alliance Support • To Access webinars - Exclusive to AWS Partners http://aws.amazon.com/partners/overview/partners/webinars/
  14. 14. Amazon Web Services Confidential – Shared Under NDA Marketing & PR Support  Placement in the AWS Partner Directory  Use of AWS Partner Network logo in sales and marketing tools  AWS support for Press Releases, Blogs, and other digital marketing content  Participation at AWS-hosted events  Selective eligibility for joint go to market activities including joint webinars/webcasts
  15. 15. Amazon Web Services Confidential – Shared Under NDA Marketing Support All Standard and Advanced partners will be listed in the AWS Partner Directory
  16. 16. Amazon Web Services Confidential – Shared Under NDA Marketing Support  2.300 attendant  20 tracks AWS Summit 2013 | São Paulo
  17. 17. Amazon Web Services Confidential – Shared Under NDA Marketing Support  AWS Brazil s Roadshow – 6 cities  http://www.eventosawsbrasil.com.br/  20/Ago – Rio de Janeiro  29/Ago – Campinas  10/Set – Porto Alegre  24/Set – Belo Horizonte  15/Out – Curitiba  29/Out – Recife
  18. 18. Amazon Web Services Confidential – Shared Under NDA AWS Marketplace
  19. 19. Amazon Web Services Confidential – Shared Under NDA What s AWS Marketplace ?  Awareness - AWS Marketplace and via our marketing efforts to build awareness of AWS Marketplace.  Access to New Users – AWS has hundreds of thousands of customers in over 190 countries.  Simplified Software Delivery - Pre-built and pre-configured machine images. One-click deployment is the fastest way to get software running on AWS.  We handle the Billing – Get access to utility billing models. All metering, billing, collections and disbursements are handled by Amazon’s world class payments platform. Key Benefits : An online store where you can immediately start using software for building products and running businesses.
  20. 20. Amazon Web Services Confidential – Shared Under NDA AWS Marketplace https://aws.amazon.com/marketplace
  21. 21. Amazon Web Services Confidential – Shared Under NDA Technology Support  Eligibility for AWS Private Betas  Recurring AWS Product Roadmap briefings  Technical training & content  Technical support credits  Exclusive training webinars
  22. 22. Amazon Web Services Confidential – Shared Under NDA Program Benefits and Requirements
  23. 23. Amazon Web Services Confidential – Shared Under NDA Why Should I become an APN technology Partner ? Sales  Access to the latest AWS collateral  Access to client referrals  Solution Architect engagement Technical Support  Eligibility for AWS Private Betas  Recurring AWS Product Roadmap briefings  Technical training & content  Technical support credits  Exclusive training webinars Marketing & PR  Placement in the AWS Partner Directory  Use of AWS Partner Network logo in sales and marketing tools  AWS support for Press Releases, Blogs, and other digital marketing content  Participation at AWS-hosted events  Selective eligibility for joint go to market activities including joint webinars/webcasts Alliance Support  Account planning & management  Online resources
  24. 24. Amazon Web Services Confidential – Shared under NDAAmazon Web Services Confidential Technology Partner Program – AWS Renata Faria refaria@amazon.com Partner Development Manager
  25. 25. Amazon Web Services Confidential – Shared Under NDA
  26. 26. Amazon Web Services Confidential – Shared Under NDA What's Working? Improved Service Team Support 1. EMR = MapR, Intel IDH, Cloudera 2. EC2 = OEM Relationships 3. RedShift = Jasper, Tableau, Microstrategy, Informatica 4. Marketplace = 9 of top 10 Sellers PR & AR Alignment 1. New PR Approved Spokespeople = Scott Barneson, Michael Fuller & Bhavik Vyas 2. Press Release Support Sponsorships 1. AWS Summits - globally 2. re:Invent Global Awareness & Communication 1. Getting Better, but not great 2. Barneson = Australia, Junkin = India, Matsubara = UK, Marcin = Europe, Barneson = Europe, Matsubara = Japan 3. Global Status Reports = Anthony Russell SPID Tracking 1. Pipeline inconsistency across spreadsheets and SFDC Marketing Execution 1. Bulk of GTM Activities are teed up for Aug/Sept 2. Need more resources on the Partner Marketing Manager side = Stephanie Percy What's Not?
  27. 27. Amazon Web Services Confidential – Shared Under NDA AWS Channel Reseller Program AWS Provides:  Discounted AWS Services  Discounted Premium Support  Ability to own customers  Partner Account Manager  Solution Architect guidance  Joint GTM Planning Resellers Provide:  Value added solutions  Drives customer demand  Relationship management  Premium Support  Billing for AWS solution  $25K/month by month 12 AWS and Partner enter into the Value Added Reseller Agreement
  28. 28. Amazon Web Services Confidential – Shared Under NDA Program Elements Category Management 1. Adjusting Team Alignment for better coverage 2. 34 Categories – consistent across APN, MP and BD 3. Industry Verticals Channel Enablement – AWS QuickStart 1. Test Drives 2. Reference Libraries 3. Rapid Deployment Guides 4. Sales Enablement Datasheets SAP & Microsoft Channel Development 1. Dedicated Global Alliance Owners 2. Dedicated Channel Development Owners 3. MSFT & SAP Contact Us Forms 1. 100 Leads since 6/7/2013 2. 50% yield on qualified SaaS Compensation Pilot 1. Quota retirement for Acquia deals 2. SumoLogic Referral Pilot 3. Test for Future Programs Transformational Deals 1. Oracle 2. SAP 3. VMWare OEM Business 1. Operating Systems – RHEL, SLES, Ubuntu 2. MapR - EMR 3. Intel IDH – EMR (Pending) 4. Adobe FMS (Pending)
  29. 29. Amazon Web Services Confidential – Shared Under NDA Service Support EC2 – Instance use, OEM, Management EMR – OEM MapR, Intel IDH + Cloudera BYOL S3 – Gateways + Data Providers Redshift – Analytics, BI, Reporting/Visualization RDS – Oracle and MSFT CloudFormation – Reference Libraries Marketplace – Product Listing
  30. 30. Amazon Web Services Confidential – Shared Under NDA Initiative 3: SAP & MSFT Channel Development Field & Partner Enablement 1. Better Sales Tools 2. Sales Training 3. Resources Dedicated Resources 1. Global PDM + Global Channel Manager 2. Recruit ISVs, Resellers & Consulting Partners 3. Territory and Geo Partner Coverage Control our Own Destiny 1. We can’t count on MSFT to help us Win 2. MSFT partners are looking for ways to do business 3. Lead Development and Qualification
  31. 31. Amazon Web Services Confidential – Shared Under NDA What is the Technology Partner Program? Enabling PARTNERS to create their own virtual data centers… own and manage customer relationships margin for selling AWS Enabling CUSTOMERS to get full solutions on AWS…. channel resellers provide value-added services and solutions for customers provides customers a single contact for all aspects of their AWS-based deployment Enabling AWS SALES to fully engage with partners... partner provides solutions and support revenue flows to end user accounts
  32. 32. Amazon Web Services Confidential – Shared Under NDA Initiative 1: Technology Partner Categorization Cross Team Consistency 1. Marketplace and APN 2. Business Development TMS/Verticals 3. Product Team Alignment Fill Gaps in Coverage 1. Managed Accounts – Limited Visibility 2. Align SMEs and ESAs 3. Leverage other teams (BD/MP/Emerging) Maximize Limited Marketing Resources 1. Not possible to cover all Managed Partners 2. Organize Marketing GTM around Categories Global Managed Emerging Security Storage Management GTM GTMGTM

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