Accelerate customer engagement and revenue growth with AWS (PEX112)

Here is a detailed summary of the video transcription in markdown format:

Introduction to AWS and Partner Programs

• The session covers content for SI (Systems Integrators), ISVs (Independent Software Vendors), competency partners, and those just starting out.
• There is a huge opportunity in engaging with customers who are new to AWS or just starting their cloud journey.
• Key reasons:
  • Public cloud services spend is projected to reach $1.35 trillion by 2027, with only 85% of global IT spend currently in the cloud.
  • 72% of customers are influenced by partners when making IT decisions.

AWS Partner-Centric Sales Motion

• AWS follows a partner-centric sales motion, aiming to have a partner in every customer deal, especially for customers new to AWS.
• This provides opportunities for partners to build close partnerships with AWS go-to-market teams, develop joint go-to-market propositions, leverage the diverse partner network, differentiate with certifications and programs, and access partner-focused programs and incentives.

Planning for Customer Engagement and Revenue Growth

• Analyze the existing customer base and identify new target customer segments.
• Assemble a team focused on the target customer segments, with sellers for new customer acquisition, customer growth, and long-term retention.
• Develop the right sales enablement materials and ensure pre-sales, sales, and post-sales teams are ready.
• Incentivize the sales team to focus on the specific customer types and stages of the customer journey.
• Document the plan using the new business planning feature in AWS Partner Central and share it with AWS.

The Customer Journey

1. Introduce to AWS: Understand the customer's business pain points and objectives, and identify the relevant AWS services to introduce.
2. First Project: Migrate and modernize the customer's workloads, overcoming challenges and obstacles with AWS support.
3. Deliver: Ensure the right pre-sales, sales, and post-sales teams are in place to deliver the project and earn the customer's trust.
4. Grow: Expand the customer's AWS footprint, innovate their business model, and become their trusted advisor.

Driving Awareness and Generating Demand

• AWS offers marketing and events, competencies, and certifications to help partners drive customer awareness and generate pipeline.
• Top points of entry include Generative AI, Security, Migration and Modernization, Industry Relevance, and SaaS.
• AWS Competencies, including the new Small and Medium Business Competency, help partners differentiate and connect with AWS teams.

Small Business Acceleration Initiative

• AWS is launching a new Small Business Acceleration Initiative, introducing the AWS Partner Territory Manager role to work exclusively with partners to sell to small business customers.
• The Small Business Partner Package provides pre-packaged solutions, digital sales and marketing support, and industry-focused insights to help partners sell to small businesses.

Migration and Modernization Programs

• The Customer Engagement Incentive program rewards partners for acquiring and accelerating early-stage customers to the cloud.
• The Migration Acceleration Program (MAP) and Workload Migration Program (WMP) provide funding and support for partners to help customers migrate and modernize their workloads.

Delivery and Growth

• The delivery phase focuses on optimizing infrastructure usage, planning for renewal and management, and leveraging the AWS Managed Service Provider (MSP) program.
• The growth phase involves identifying further business opportunities, innovating the customer's business model, and leveraging AWS Marketplace and the Business Outcomes Accelerator program to find and collaborate with other partners.

Conclusion

• Partners are key to AWS's success, and the presented programs and initiatives aim to enable partners to engage with new customers, deliver successful projects, and grow the customer's AWS footprint.
• Key action items for partners include creating a new customer engagement plan, leveraging the Small Business Acceleration Initiative, differentiating with competencies, and building trusted advisor relationships with customers.