Improving your customer matches on the Partner Matching Engine (PEX203)

Partner Matching Engine: Empowering AWS Partners

Key Takeaways

  1. Partner Matching Engine is an AWS-internal tool that recommends the best-fit partners and partner products to AWS field staff based on customer needs and partner capabilities.
  2. The engine leverages data from various partner touchpoints, such as co-selling activities, marketplace offerings, and fund requests, to understand partner expertise, responsiveness, and proven experience.
  3. The recommendation process involves a hierarchical approach that considers the customer problem, partner matching, and product selection to provide tailored solutions.
  4. For Consulting Partners and SIs, the engine identifies specialized partners with relevant expertise, responsiveness, and proven experience to solve customer use cases.
  5. For ISVs, the engine promotes product listings on AWS Marketplace that are optimized for customer intent and engagement, leveraging features like free trials, demos, and pay-as-you-go.
  6. For startups and SMBs, the engine considers factors like pricing, deployment, cloud expertise, and speed-to-value to recommend the most suitable partners.
  7. AWS is committed to continuously expanding the data sources, features, and capabilities of the Partner Matching Engine to better serve partners and customers.

Consulting Partners and SIs

  • The engine considers four key parameters to identify the best-fit partner:
    1. Expertise (AWS competencies, service designations, and certifications)
    2. Responsiveness (based on pipeline health and progression)
    3. Understanding of customer use cases
    4. Proven experience (even with a few relevant customer wins)
  • The recommendation process involves a hierarchical approach:
    1. Customer problem classification (industry, size, use case, and past purchasing history)
    2. Partner matching (matching partner expertise with customer needs)
    3. Product selection (matching the customer use case with the most suitable partner product)

ISVs and AWS Marketplace

  • Listing products on AWS Marketplace is essential to expose your offerings to a vast customer base and enable product-led growth.
  • Optimizing product detail pages with features like free trials, demos, and pay-as-you-go options can improve customer engagement and conversion.
  • The engine analyzes customer search intent and behavior, as well as firmographics (industry, size, deal size, etc.) and the customer's cloud journey, to match the right ISV offerings.
  • The engine proactively promotes ISV products within the tools used by AWS sellers, ensuring your solutions are recommended to the right customers.

Startups and SMBs

  • The engine considers the following factors to recommend partners for startups and SMBs:
    1. Ready-to-deploy applications that solve customer needs
    2. Competitive pricing options, including pay-as-you-go and private offers
    3. Smooth procurement and billing experience
    4. Cloud experience and specialized expertise (e.g., well-architected, service validations)
    5. Speed in accelerating customer value and deal closure
  • The engine learns from the data you share, reinforcing the best practices recommended by AWS specialists.

Actionable Insights

  1. Complete a CRM integration to provide real-time data to the Partner Matching Engine, resulting in a 50% increase in recommendations.
  2. List your products on AWS Marketplace, which can boost your recommendations by 40%.
  3. Maintain high-quality data hygiene, including specific opportunity and product descriptions, to improve the engine's recommendations by 15x.
  4. Earn AWS Competencies and Specializations to further differentiate your offerings and increase your recommendations by 15 times.
  5. Explore the resources provided (Automation Page, AWS Competencies, Analytics and Insights, and Marketplace/Partner Central integration) to help you implement these best practices.

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