APN Live Hong Kong - Partnering with AWS

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Stephen Leung
Partner Success Manager
APN Live Hong Kong:
AWS Sales and Partner Teams
July 22, 2019

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Agenda
• AWS Overview
• AWS Sales Org Overview
• Partnering with AWS Sales
• Best Practices
• Q & A

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• AWS Overview

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48 82
160 280
516
722
1017
1430
1,957
2009 2011 2012 2013 2014 2015 2016 2017 2018
#Servicesandfeaturesreleased
AWS’ History of Innovation
AWS has been continually expanding its services to support virtually
any cloud workload, and it now has more than 165 services that range
from compute, storage, networking, database, analytics, application
services, deployment, management, developer, mobile, Internet of
Things (IoT), Artificial Intelligence (AI), security, hybrid and enterprise
applications.
In 2011, we released over 80 new significant services and features,
followed by nearly 160 in 2012; 280 in 2013; 516 in 2014; 722 in 2015;
1,017 in 2016; 1,430 in 2017; and 1,957 in 2018. [March 1, 2019]
Customer-driven services and features

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Infrastructure
http://www.infrastructure.aws

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AWS Sales Organization
Overview

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AWS Sales Org Structure
Enterprise
Account (ENT)
• Financial
Services
• Government
• Strategic Local
Conglomerate
Mid-Market
Named Accounts
(MMN)
• High AWS Usage
users
• High Potential
Growth
Account(s)
Focused Accounts
(FCD)
• Industry/Vertical
Focused
Territory(s)
• Retails, FinTech
etc.
Mid-Market
Territory (MMT)
• Greenfield
• All Active Users
within the
Territories
AWS Partner Team, Startup Team, MKT
Solution Architect (SA), Professional Services (ProServe)

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How to get resources from AWS
teams to support you as
Partners?

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APN Partner Central

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What information should I submit
to register a case in APN?

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Qualification Process
Benchmark Definition Sample Question(s)
B “B”udget Is there any budget reserved for this project? Is yes, how
much is it?
A “A”uthority What’s the decision making process of customer?
N “N”eed What kind of solution(s) customer is looking for?
T “T”imeline Do they have any concreted project deadline?
F Solution “F”it Can our solution(s) really fulfill their needs from technical
perspective?
C “C”ompetitors Who is/are our competitor(s) in this deal?
CE “C”ompiling “E”vent Is there any reason that customer must go cloud (AWS)?
E.g. Contract of data center is going to expire within 6
months etc.

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How AWS Rep manages the
pipelines with partners?

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Opportunity Staging Methodology
Stage Weight Definition
Prospecting 0% Only but not limited to “A” & “N”
Qualification 20% Working on figuring out “B”, “T”, “F”, “C” and “CE”
Technical Validation 40% Identified all “BANT-FC and CE” already. POC in progress (Note:
AWS by rights can invest credit to facilitate partner to carry on
POC with customer)
Business Validation 60% POC passed. Business negotiation ($$$$)
Committed 80% Partner signed contract with end customer already. Waiting for the
full launch date on AWS part
Launched 100% AWS usage meets the estimated MRR. Deal won
Closed Lost 0% As titled (But eager to know how we loss and what lesson we
learnt from this failure)

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What’s the function(s) of AWS
Rep/Partners under different
stage?

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Partnering With AWS
Prospecting
• Partner install base: help customer transform
help customer accelerate innovation
help customer saving cost
• Net new customer
Re-host, Re-platform, Re-purchase, Re-architect
• AWS Webinar / Seminar
• Customer referral
• Knowledge sharing (APN Partner Central)
• Co-marketing, MDF
Qualification + Technical Validation
Business Validation + Committed
Launched

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Partnering With AWS
• Customer Engagement
• AWS Architecture Design & Ballpark
• PoC Implementation
Increase win chance
• Customer Engagement
• Technical assessment (SA)
• PoC credit investment
• AWS Best Practices
• Varies AWS Partner Programs
Prospecting
Business Validation + Committed
Launched
Qualification + Technical Validation

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Partnering With AWS
• Migration & Implementation
• Price Negotiation / Competition
Deliver Result
• Migration & Implementation Best Practices
• AWS Professional Services (ProServe)
• PMP, FAST, Intel Funding etc.
Prospecting
Launched
Qualification + Technical Validation
Business Validation + Committed

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Partnering With AWS
• Managed Services by Partner
• Consolidated Billing Service
• Regular Cost Optimization
Earn Trust
• MSP Partner Certification
• AWS Competency
• AWS Business / Enterprise Support
• APN upgrade
Prospecting
Qualification + Technical Validation
Business Validation + Committed
Launched

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AWS Marketplace Transforms Software Procurement
Find, test, buy, and deploy software in the cloud
About
• 39 Categories
• 1,400+ ISVs
• 4,800+ product listings
• 1M+ current subscriptions to software
• 230,000+ Active Customers
• 650M EC2 hours deployed per month
(approved on March 22, 2019).
as of May 3 2019

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Operating
Systems
AWS Marketplace Popular Categories
Security Storage Networking Database Media DevOps BI

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Best Practices

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What works for your AWS Business
1. Get your business & technical team AWS Certified (Yes, seriously)
2. Identify the industry(s) you are familiar with (e.g. FSI, Retails, Utility,
Manufactory etc.)
3. Make sure your solution(s) works on AWS (for Technology Partner)
4. Identify the specific area(s) your team is good at (e.g. DevOps, BigData,
AI/ML, IoT, Microsoft Workload, VMWare, SAP etc.)
5. Understand who will be your real target customer(s) in your cloud
business (e.g. SME, Commerce, Government, FSI, Conglomerate etc.)
6. Learn & Leverage AWS provided resources wisely (e.g. APN Partner
Central, AWS News Blog, ACE Program etc.)
7. Share your Customer Success Stories and Use Cases with us!

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Thank you