partnering with aws: how to build your business with aws

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Partnering with AWS

Dorothy Copeland & Michael Fuller

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

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

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

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

References2 4

AWS Support Developer Level Business Level

Requirements Standard Advanced

AWS Trained Technical

Staff2 5

AWS Trained Sales Staff 2 5

AWS Billings/Month $1,000 $10,000

AWS Customer

References2 4

AWS Support Developer Business

Consulting Partners Technology Partners

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

APN Partner PortalTools and content for partners to grow their business on AWS.

APN Partner Scorecard

Enables Partners to qualify for

APN Tiers

Alliance Manager

Submits:

• Partner Solution

• Reference Customers

• Revenue-generating accounts

• Training & Accreditations

• Certifications

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

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

Partner EducateIn 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

Repository of partner-focused

content:

– Technical Whitepapers

– Business Presentations

– Product & Service

Overviews

– Reference Architectures

Technical, Business and Marketing Content for Partners

Partner Content

APN Knowledge Base

Public Facing Knowledge Base

Login & Registration Support

APN Knowledge Base

View, Rate, and/or Share Knowledge Articles

Partner Case Form

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

APN CompetenciesFor 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

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

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

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

aws.amazon.com/partners/webinars/request

Joint Webinars

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

© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.

Building a Successful Business on AWS

Michael Fuller

Head of Infrastructure Technology Alliances

Partner Ecosystem

Technology Partners

Technology Partners

Technology Partners

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

Technology Partners Success Stories

Consulting Partners

Consulting Partners

• Enterprise Application Deployment

• Web Application Deployment

• Big Data / HPC

• Migration & Deployment Services

• Managed Services

• Custom applications & tools

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

Consulting Partner Success Stories

© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.

AWS Marketplace

Michael Fuller

Head of Infrastructure Technology Alliances

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 Amazon.com to AWS

• Map of solutions with AWS services

• Solution provider is still the seller of record

• Large investment focus for AWS

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

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

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

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

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

© 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.

Cisco

Esteban Torres

Director of Product Manager, Cisco Cloud

Services Router

Cisco CSR1000V in AWS Marketplace

Thank You!