"Navigating the APN: The good, the bad, and the ugly" -Adam Dillman, Managing Partner at Uturn Data Solutions

1. Navigating the APN
“The Good, the Bad, and the Ugly”
Adam Dillman, Managing Partner

2. Agenda
-Introduction
-What is the APN?
-APN Programs
-Differentiation
-Why do you care?

3. AWS Partner Network (APN)
For APN Partners
The AWS Partner Network (APN) is the global
partner program focused on helping APN Partners
build a successful AWS-based business by providing
you with valuable business, technical, and
marketing support.

4. AWS Partner Network (APN)
For AWS Customers
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.

5. APN Partner community
APN Consulting Partners
IT Consulting
System Integration
Application Development
Manages Services
APN Technology Partners
Software
Operating Systems
Databases
Hardware

8. 10,000+
New APN Partners
in 2017
50-160%+
Yo Y G r o w t h
Top 50 Managed ISV
Partners
90%+ 60%
APN Partners
Headquartered
Outside U.S.
APN Partners: by the numbers
100%+
Yo Y G r ow t h
AWS MSP &
Competency Partners
50-160%+
Yo Y G r o w t h
Top 50 Managed ISV
Partners
90%+
Fortune 100 using
APN Partners
90%+50-160%+
Yo Y G r o w t h
Top 50 Managed ISV
Partners
60%
APN Partners
Headquartered
Outside U.S.

9. Technology Partners
APN Technology Partners provide software solutions that are either
hosted on, or integrated with, the AWS platform. Technology Partners
include Independent Software Vendors (ISVs), SaaS, PaaS, developer
tools, management and security vendors.

10. Consulting Partners
APN Consulting Partners are professional services firms that help
customers of all sizes design, architect, build, migrate, and manage
their workloads and applications on AWS.

11. Selec t Tier
Advanc ed Tier
R egis ter ed
Represent an APN Partner’s maturity in their AWS
practice & journey
The APN Program tiers…
Provide access to various APN Programs and benefits
APN Technology Partner - Program tiers

12. Selec t Tier
Advanc ed Tier
R egis ter ed
Represent an APN Partner’s maturity in their AWS
practice & journey
The APN Program tiers…
Provide access to various APN Programs and benefits
APN Consulting Partner - Program tiers
Pr e mie r Tie r

13. Why become and APN Partner?
• Gain Credibility by leveraging the AWS brand,
known for innovation, customer centricity and the
pace of innovation.
• Deliver more Innovation with the constantly
evolving portfolio of ground breaking AWS
technology and services.
• Highlight your Expertise with APN Programs and
differentiate your business practice with
customers.
• Carve your APN Partner Journey based on your
business focus area and capabilities.
• Get an assigned Partner Manager who will contact
you within 1 business day of signing up.
• Increase Visibility to AWS field team and AWS
customers and take advantage of sales
opportunities.
• Customize and Sell your Solutions through AWS
Marketplace, a digital catalogue for AWS
customers.
• Maximize Opportunities by collaborating and
sharing resources, knowledge, and experience with
the community.
• Save time, save money, and get the tools and
resources you need to reach customers and
respond quickly to customer issues.

14. The APN Partner journey
Continue to expand, discover,
and deliver exceptional
practices & solutions on AWS
Build &
Develop
Grow
Market
Differentiate

15. Build & Develop
Contact
Center
End User
Computing
Blockchain Machine
Learning
Financial
Services
Microsoft
Workloads
Migration
DevOps
Database
Services
Serverless IoT
High
Performance
Computing

16. Build & Develop

17. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark
APN Programs & Resources
Differentiate

18. Consulting Partner Programs
• Competency Program
• Managed Service Program
• Service Delivery Program
• Navigate Program
• AWS Well-Architected Partner Program
• Training Program
• Public Partner Program
• Public Sector Partner Transformation
• AWS Marketplace Channel Program

19. Technology Partner Programs
• Competency Program
• Navigate Program
• Database Ready Program
• AWS Device Qualification Program
• AWS Marketplace
• Public Sector Partner Program
• Public Sector Partner Transformation
• AWS Direct Connect Program
• AWS Training Partner Program

20. Existing client base of customers
Currently maintain billing with customers
Ability to manage an ongoing relationship
with customers
Managed Service Providers
Systems Integrators
Professional Services Firms
Interactive Agencies
Public Sector Contract holders
Ideal
Candidates
Differentiate

21. Enables APN Consulting partners to sell, service, bill,
and support AWS Services to both commercial and
public sector end customers
Program
Highlights
Provide Services such as:
Application Development
Account Creation & User Management
Ongoing Managed Services
Customer Support
Optimization
Differentiate

22. Business
Marketing
Enablement
benefits
Partner enablement toolkit
Program onboarding & operation trainings
Placement in Partner Solutions Finder as an AWS Solution Provider
Designated AWS Solution Provider badge
Press release and marketing content support
License rights to resell AWS to end customers
Business planning support
Partner Solutions Architect support
Differentiate

23. APN Partners with a proven track records
of delivering specific AWS services to
customer.
Allows APN Partners to differentiate
themselves by showcasing to AWS
customers and sellers areas of
specialization
Ideal
Candidates
Differentiate

24. Amazon API Gateway
Amazon
Aurora
Amazon
CloudFront
Amazon EMR
Amazon Kinesis
Amazon RDS
Amazon
Database
Migration Service
AWS Lambda
AWS Server
Migration
Service
AWS GovCloud (US)
Amazon DynamoDB
Amazon Redshift
AWS WAF
AWS Service Catalog
AWS Systems Manager
Differentiate
Amazon
EC2
for Windows
AWS CloudFormation
AWS Config
Database Services
Compute Services
Content Delivery Services
Security Services
Serverless Computing
Services
Analytics Services Management Tools
GovCloud (US) Skill
Program
Internet of Things
IoT Analytics
AWS Greengrass
IoT Core

25. Exclusive roadmap reviews
Business
Marketing
Enablement
benefits
Exclusive AWS service team access
Exclusive workshops for AWS Service Delivery Partners
Designation on Partner Solutions Finder as an AWS Service Delivery Partner
Use of AWS Service Delivery badge in marketing tools
Eligibility for Partner logo to be featured on AWS product pages
Differentiate

26. APN Partners who can demonstrate
technical proficiency
Ideal
Candidates
APN Partners with proven customer
success in specialized solution areas
Differentiate

27. G o v e r n m e n t E d u c a t i o n
F i n a n c i a l
S e r v i c e s
H e a l t h c a r e
L i f e
S c i e n c e s
M a r k e t i n g &
C o m m e r c e
D i g i t a l
M e d i a
S t o r a g e D e v O p s S e c u r i t yI o T M o b i l e M i g r a t i o n
D a t a &
A n a l y t i c s
M a c h i n e
L e a r n i n g N e t w o r k i n g
S A PO r a c l e W i n d o w s
Industry
Solution
Workload
N o n p r o f i t
Differentiate
I n d u s t r i a l
S o f t w a r e
C l o u d
M a n a g e m e n t
T o o l s
C l o u d
M a n a g e m e n t
T o o l s
C o n t a i n e r s

28. Selective eligibility to customer opportunities
Business
Marketing
Enablement
benefits
Selective eligibility for AWS competency subject matter webinars
Preferred access to market development funds
Designation on AWS Website and Partner Solutions Finder
Use of AWS Competency badge in marketing tools
Selective eligibility for inclusion in APN Partner spotlights
Preferred access to AWS private betas
Preferred access to AWS roadmap briefings from AWS service team
Differentiate

29. Learn More:
https://aws.amazon.com/partners/public-sector/
As a global growth program, the AWS Public Sector
Partner Program offers support and differentiation
for APN Partners around the world that serve
government, education, and nonprofits entities.
Government
Education
Non-profit
aws public sector partner program Differentiate

30. Pillars of Well-Architected
Performance
Efficiency
Cost
Optimization
ReliabilityOperational
Excellence
Security
Partner Program

31. Bottom line: Differentiation matters

32. Sell
The APN Customer Engagements (ACE) Program
provides APN Partners with the resources, tools, sales,
and technical support they need to drive successful
engagements with AWS customers.

33. Eligibility to receive AWS Sourced leads & opportunities
Marketing
Enablement
Technical & compliance support from AWS experts
AWS Compete Team Support on eligible, validated opportunities
benefits
Introduction to an AWS Sales Rep on validated opportunities
Dynamic Lead Sharing URL when featured in Blog Posts & Public
Customer References
Business
Sell
ACE Program guides & resources in 9 different languages
Eligibility for Partner Opportunity Acceleration (POA) funding

34. Partner Opportunity Acceleration (POA)

35. Partner Opportunity Acceleration (POA)
Accelerate customer onboarding of enterprise workloads to
AWS and accelerate partner led sales cycle (revenue &
opportunity conversion)
Enable qualified APN Partner Led customer projects to
production via Proof-of Concepts and/or Migration Acceleration
Launch customer wins and secure reference accounts for APN
Partners and AWS to promote AWS benefits for the enterprise
Grow

36. Partner Opportunity Acceleration (POA)
Cash available to Partner Led opportunities to offset partner
professional services with target AWS workloads for qualified
customers – Paid after completion of project
Or AWS Promotional Credits as free usage to offset AWS
usage for project dev/test (POCs) and/or usage for running
parallel environments (Migrations) – Provided prior to project
start
Funding exclusively for Microsoft workloads
Grow

37. “The Good, the Bad, the Ugly”
Partners
The Good…
• Improving
• Visibility (worldwide)
The Bad…
• Under resourced
• Program Management lacking
The Ugly…
• Partner Finder
• APN Portal
Customers
The Good…
• Excellent for vetting partners
• Increasingly domain focused
The Bad…
• Not always current
The Ugly…
• Integration needs works