Automating sales cycles (PEX211)

Automating Your Sales Cycles Using CRM Integration

Key Takeaways:

  • AWS offers various programs and resources to help partners grow their business, but with that comes operational burdens that need to be managed.
  • CRM integration is a solution to some of these challenges, allowing partners to automate their sales cycles and co-sell operations with AWS.
  • The AWS Salesforce connector and new Partner Central APIs enable bidirectional opportunity sharing, reporting, and other features to streamline partner operations.
  • Partners have seen significant benefits from CRM integration, including increased pipeline volume, velocity, and visibility, as well as reduced operational overhead.

The AWS Partner Experience

  • The AWS Partner Network (APN) is a global community of partners with resources and programs to co-build, co-market, and co-sell with AWS.
  • The backbone of partnering with AWS is built around co-sell and the AWS Customer Engagements (ACE) program, which incentivizes sellers and buyers.
  • Partners are at different stages of their journey, from startups to strategic collaborators, and the APN provides programs to help scale their business.
  • However, partners face operational burdens, such as managing partner marketing, sales, and alliance leadership, which can be overwhelming.

CRM Integration Solutions

  • CRM integration involves connecting a partner's CRM environment (e.g., Salesforce, Zoho, Monday.com) with AWS services like Marketplace and Partner Central.
  • This enables quicker updates on referrals and opportunity sharing, automated data flow, and the ability to create custom dashboards and reports.
  • The Salesforce connector allows partners to manage private offers, resale authorizations, and access insights like the Marketplace propensity to buy score.
  • The new Partner Central APIs enable custom integrations for partners using CRMs other than Salesforce.
  • The ecosystem of solution providers offers integration services and other support to help partners scale their co-sell motion with AWS.

Partner Success Stories and Outcomes

  • Partners have seen significant benefits from CRM integration, including:

    • Increased pipeline volume, velocity, and visibility
    • Reduced operational overhead and time spent on co-sell management
    • Faster opportunity validation and collaboration with AWS counterparts
    • Ability to maintain global co-sell visibility through dashboards and automation
  • Examples of partner success stories:

    • OutSystems tripled their year-over-year co-sell growth
    • IBM reduced their co-sell management time by 90% through integration
    • Philips leveraged the Partner Central APIs to cut their co-sell management time from hours to minutes
    • Slalom automated their co-sell workflows, making it second nature for their sellers
  • The CRM integration program team is available to help partners on their journey and provides technical expertise, a partner ecosystem, and new incentives to facilitate the integration process.

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