Presentation GTM journey with AWS Partner Network and AWS Marketplace_light_2022_v3

GTM with AWS

Leveraging the AWS Partner

Network and AWS Marketplace

© 2022, Amazon © Web 2022, Services, Amazon Inc. Web or Services, its affiliates. Inc. or its affiliates.

AWS Partner Network (APN)

What is the APN?

The AWS Partner Network (APN) is the global partner program for AWS. It is focused on helping APN

Partners build successful AWS-based businesses or solutions by providing business, technical, marketing,

and go-to-market support.

Why do AWS Customers work with APN Partners?

The APN further enables AWS Customers to identify high-quality APN Partners who deliver value-added

services and solutions on AWS through specific APN Partner Programs and go-to-market (GTM)

opportunities.

© 2022, Amazon Web Services, Inc. or its affiliates.

Build, Market, and Sell with AWS

Grow your business

Build

Build your skills

and offerings

Market

Take your

offerings to market

Sell

Grow your business

with customers


The journey


4

AWS Partner Paths

I N T R O D U C I N G

Choose the Path(s) to build your business with AWS

For partners that…

…develop software that runs on

or is integrated with AWS

…develop hardware devices that

work with AWS

…deliver consulting, professional,

managed, and value-add

resale services

…sell, deliver, or incorporate

AWS-training

AWS PARTNER NETWORK

Resources Programs Benefits

SOFTWARE PATH

HARDWARE PATH

SERVICES PATH

TRAINING PATH

DISTRIBUTION PATH

…recruit, onboard, and support

their partners to resell and

develop AWS solutions


SOFTWARE

Software Path stages and resources

Progress and unlock access to more benefits

Join the APN

Accept APN T&C’s

Stage

ENROLLED

Choose software path

CONFIRMED

Complete APN membership

VALIDATED

Complete a foundational technical

review for your software

DIFFERENTIATED

Earn AWS Competency, AWS Service Ready, or AWS Well-

Architected Partner Program designation

ACCESS TO:

ACE Pipeline Manager

APN Navigate Library

AWS Architecture Center

+

Foundational Technical Review

(FTR) tools

Software Path Navigate track

+

APN Innovation Sandbox

Authority to Operate on AWS

AWS Partner Marketing Central resources

+

ACE Referrals

APN Ambassador

APN TV

Partner Discovery

Portal listing

Partner Opportunity

Acceleration funds

+

APN Blog post

AWS GameDay Partner League

Committed marketing development funds

AWS Blueprints

AWS Educate Job Board

AWS IQ for Experts

AWS Marketplace

AWS Partner Central

AWS Promotional Credits

AWS Partner Transformation Program

AWS SaaS Factory team access

Free trials

Global start-up (invite only)

AWS Competency

AWS Global Sponsorship

Program

AWS Partner badge

AWS Partner Marketing

Central campaigns

Partner Solution

Finder listing

Press release eligibility

Public Sector

Partner Program

Qualified software badge

Designation dependent additional funding

and discount eligibility

Enhanced AWS Partner badge

Increased discounts in the AWS Solution

Provider Program

Partner Solution Finder priority ranking

AWS Quick Start

AWS SaaS Factory tools

AWS Service Ready

ISV Accelerate Program

AWS Well-Architected

Partner Program

Technical session with AWS

specialist team

AWS TechShift

AWS Well-Architected tools

ISV Workload

Migration Program

AWS Whitepapers & Guides

Training credits & discounts


Read resource guides for complete eligibility requirements

How to become a validated AWS Partner?

1. Register on the APN Partner Central portal

2. Annual APN membership fee: $2,500 (1x per partner)

‣ Promotional credit: $3,500

3. Complete the technical validations required:

‣ NDA in place

a) For SaaS workloads: complete a Well Architected Review

b) For any ISV, validate a Foundational Technical Review (FTR) – led by a Partner

Solution Architect (PSA)

“AWS Partner” badge for all upon validated

stage of any Path


APN Partner Central Portal

The APN Partner Central Portal is a one-stop-shop for all of the tools and content that you

need to grow your business on AWS.

APN Contact is the name

of your Partner

Development Manager

(PDM) at AWS who will

guide you in your APN

journey.


Build your AWS expertise


9

Build your AWS expertise

Training resources

Digital

training

Free

on-demand courses

Classroom

training

In-person and

virtual training

AWS

Accreditations

Foundational

understanding of

AWS and it’s benefits

AWS

Certifications

Showcase and

distinguish

your expertise


Build your offerings

Resources, programs, and benefits

Foundational Technical

Review (FTR)

https://aws.amazon.com/partners/foundational-technical-review/

SaaS Factory

https://aws.amazon.com/partners/programs/saas-factory/

Innovation Sandbox

https://aws.amazon.com/partners/funding/


Market Your Offerings


12

Market your differentiated offerings

Differentiation programs

Highlight your expertise and

proven customer success

Service

validation program

Competency

program

MDF Funding


Sell Your Offerings


14

ACE Program

The APN Customer Engagements (ACE) Program

enables AWS Partners to build, grow, and drive

successful customer engagements with AWS Sales. It

provides Partners with a platform to collaborate with

AWS Sales and Marketing teams, request funding, and

technical support to help you co -sell with AWS.

What’s the benefit (Top 3)?

1. Partners can request business or technical support

from AWS Account Managers

2. Partners can qualify for additional co-selling

programs by submitting opportunities

3. Eligible partners can request Partner Opportunity

Acceleration Funding


ISV partner co-sell flywheel

“Better together”

• Software solution built on AWS

• Customer references

• Field collateral: Field Ready Kits

• Sales play / campaign creation

• Applicable POC and migration

acceleration programs / funding

Demand creation

AWS and ISV partner led:

• Marketing lead creation (MQL):

events, webinars, online targeting,

Marketplace digital, etc.

• Sales Lead qualification (SQL): calldowns/emails

Closed Won & Lost Deals

customer

Joint Account Development

Wins:

• Account expansions and renewals

• Similar customer identification

Losses:

• Key learnings and feedback

• ACE qualified opportunity

• Field incentives & education

• Pipeline & strategic deal reviews

• Account planning & coordination

• Engaging the customer together

• Marketplace Private Offers


The value of partnership: Co-sell with AWS

3 steps to follow:

1. Share opportunities through the APN Customer Engagements

(ACE) pipeline

2. List your solution on the AWS Marketplace

3. Qualify for the ISV Accelerate Program

Recommendation: follow the AWS Training course “APN Technology Partners Co-Selling with

AWS (Business)”


Accelerate sales with partner funding

Funding resources

Partner Opportunity

Acceleration (POA)

Migration Acceleration

Program (MAP)


Sell with AWS ISV Accelerate Program

Co-sell resources

Incentives for

AWS Sales team

Drive visibility

with AWS Sales

Focused co-sell

support and resources

Reduced AWS

Marketplace and

Data Exchange

Private Offer

listing fees


ISV Accelerate

The AWS ISV Accelerate Program is a co-sell program

for AWS Partners who provide software solutions that

run on or integrate with AWS. The program helps you

drive new business and accelerate sales cycles by

connecting the participating Independent Software

Vendors (ISVs) with the AWS Sales organization.

What’s the benefit (Top 3)?

1. AWS Account Managers who support a participating

partner on an Opportunity at a mutual customer can

receive a financial incentive

2. Participants in the Program will have prioritized

access to a co-selling support team. This team’s role

is helping to create, drive, and close new sales

opportunities

3. Participating APN Partners are eligible for reduced

Listing Fees for AWS Marketplace Private Offers


AWS seller motivation to co-sell with partners

Customer value

Opportunity value

AWS sellers work backwards from the customer

and recommend the solution that best meets the

customer’s need

Co-selling increases the total opportunity value

Annual Sales Goals

Incentives

Co-selling helps AWS AMS achieve their annual

sales goals

AWS sellers are financially incentivized to co-sell

with you


AWS Marketplace


22

AWS Marketplace; The Curated digital catalog

Helping customers find, buy, deploy and manage third-party

software, data, ML Algorithms and Professional Services

Over 12.000

listings

2000+ software

vendors (+/- 900

startups)

Deployed in

25 regions

325,000 active

customers

Over 2.0 million active

subscriptions

+1K Consulting

Partners


Why AWS Marketplace: A buyer’s perspective

Quick and easy

deployment

Flexible consumption

& contract models

Verified, ready-to-run

software on AWS

Choose from a variety of

deployment options and get

the software needed in a

matter of minutes

Pay-as-you-go or choose from

a selection of pricing and

contract options to receive

discounts and/or custom

terms

All software in AWS

Marketplace is continuously

scanned to ensure reliability

and is ready-to-run on AWS


Why AWS Marketplace: A buyer’s perspective

Relieving AWS

Commitments

Efficient

Procurement

Promotion

Programs

50% of the spend on ISV

solutions will count against

the committed spend with

AWS

All on 1 AWS bill, centralizing

and governing your

procurement.

AWS Infra Structure Credit

Incentive Programs when

purchasing via the AWS

Marketplace


Start up Success Story: Algolia

“Since Algolia put its listing in the AWS Marketplace, we have seen tremendous uptake. The

most exciting thing is, Algolia doesn’t have a sales force presence in Singapore, and we had

a customer come from Singapore to try to buy our solution directly on the AWS Marketplace.

So for us, being a small company, it enabled us to sell to a new market, get a new inbound

lead which we did not have, and close a deal on record time.

Through the APN, we are able to co-sell and work directly with AWS sellers to develop joint

account plans, and develop solutions that joint customers are looking for.

Since joining the APN, we have seen incredible results. We have about 30 joint opportunities

we are working with AWS. We have also been able to close deals about 25% quicker, but the

most exciting part is the size of our deals have increased dramatically.”

AWS Customer Success Story: Algolia | Amazon Web Services


- Darren Yetzer, VP, Cloud Partnerships, Algolia

How to successfully build the partnership with AWS?

1. Alignment: Make sure all relevant stakeholders for the partnership are informed and committed to

drive the partnership.

2. Responsibilities: Try to include other teams (e.g. sales and marketing) to distribute responsibilities and

involve more people in the partner journey

3. Product: Inform your PDM about product launches to be a visible innovator!

4. Co-Selling: Inform both PDM and Account Manager about relevant customer acquisitions! Get

proactively in touch when you submit an opportunity through ACE!

5. Partner Plan: Set up a partner plan to highlight what the most important milestones are for you!

6. Field Ready Kit: Fill out the field ready kit (sales and solutions brief) to enable our sales organization to

match you with the right customers if there is an opportunity


Start up Success Story

“The value from the APN Global Startup Program has been transformative to our business

from a service delivery and business execution perspective. The collaboration is helping us

quickly scale our business by connecting us with AWS users who are often mutual customers.

From a marketing perspective AWS provides opportunity to take part in key events and

unique programs, accelerating our sales pipeline. Our business benefited by AWS co-sell

support scaling our AWS Marketplace go-to-market. Thanks to these joint efforts, we have

seen significant revenue growth of over 200% within the first year of joining the program."

- Tomer Levy. CEO and Co-Founder, Logz.io


Resources

• AWS Partner Paths: A New Way to Accelerate Engagement with AWS

• APN Partner Central portal

• AWS Customer Stories with AWS Partners

• AWS Partner Network (APN) Blog

• PartnerCast webinar series

• Partner Solutions Finder

• How Startups Suceed with the APN – YouTube channel

• AWS Customer Success Story: Algolia | Amazon Web Services

• AWS Customer Success Story: Dataiku | Amazon Web Services

• New AWS Foundational Technical Review Lens Helps Partners Unlock Benefits to Differentiate and Co-Sell with AWS

• AWS Foundational Technical Review checklists: : Hosted Workloads (SaaS) / Customer Deployed Workloads

• AWS ISV Accelerate


Thank you!

© 2022, Amazon © Web 2022, Services, Amazon Inc. Web or Services, its affiliates. Inc. or its affiliates.

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Presentation GTM journey with AWS Partner Network and AWS Marketplace_light_2022_v3

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