AWS re:Invent 2025 -Greenfield unlocked: Best practices for expanding new customer engagement-PEX206

AWS re:Invent 2025 - Greenfield Unlocked: Best Practices for Expanding New Customer Engagement

Overview

• This session focused on strategies and best practices for AWS partners to acquire new customers, referred to as the "Greenfield" opportunity.
• The presenters, Satel Garcia and Rahan Sha, discussed the definition of Greenfield, the current state of AI/ML adoption, and a framework for engaging with new customers across different market segments.
• They also introduced a new "Partner Greenfield Program" that aims to help partners build a sustainable, multi-year practice for acquiring and expanding new customer relationships.

Defining Greenfield

• Greenfield refers to new customers for AWS, not just "new logos" or serial billers.
• It encompasses the full spectrum of customer segments, from large enterprises to small/medium businesses and the public sector.
• The key difference is that Greenfield customers are not yet fully engaged with AWS services, presenting an opportunity to onboard them.

Current State of AI/ML Adoption

• According to research, 53% of Greenfield customers still lack the skills to adopt advanced AI/ML (also known as "Agentic AI" or "Gen AI").
• 25% of enterprises still do not have their infrastructure prepared for AI workloads.
• However, SMBs are investing heavily in testing, piloting, and adopting AI/ML technologies.
• Autonomous decision-making powered by AI agents is expected to grow rapidly, with 15% of decisions made by agents within the next 2 years.

Engaging Greenfield Customers

The presenters outlined 4 key principles for successfully engaging with Greenfield customers:

1. Lead with Business Outcomes: Focus on solving the customer's business problems, not just showcasing technology.
2. Systematic Customer Journey: Offer a scalable, predictable, and repeatable engagement model that builds customer trust.
3. Strategic AWS Alignment: Demonstrate deep expertise in leveraging AWS programs and benefits to offset customer costs.
4. Integrated Experiences and Solutions: Provide a seamless, end-to-end experience by bringing in other partners and ISVs as needed.

Segmented Approach

The presenters highlighted differences in how to approach Greenfield customers across different market segments:

Enterprise Customers

• Focus on modernizing complex, legacy on-premises workloads through a combination of lift-and-shift and modernization.
• Emphasize change management and unraveling the customer's existing challenges.

Mid-Market Customers

• Help customers identify and accelerate AI/ML use cases to drive business outcomes.
• Leverage your expertise to scale solutions that fit the customer's needs.

SMB Customers

• Invest in digital marketing and self-guided sales approaches to engage these customers.
• Automate the customer journey and guide them through the process.

Partner Greenfield Program

• The presenters introduced a new "Partner Greenfield Program" (PGP) that aims to help partners build a sustainable, multi-year practice for acquiring and expanding Greenfield customers.
• PGP is a contractual agreement where partners commit to specific Greenfield targets and receive enablement, benefits, and co-investment from AWS.
• The program is designed to help partners move beyond the "opportunity-level" approach and build a dedicated Greenfield business practice.
• Key elements of the program include:
  • Identifying the right solutions and go-to-market strategies for Greenfield customers
  • Leveraging AWS data and insights to optimize the approach
  • Aligning with AWS sales teams and co-selling opportunities
  • Expanding the customer relationship beyond the initial workload

Conclusion

• The presenters emphasized the importance of partners leaning in and taking advantage of the Greenfield opportunity, especially in the context of AI/ML adoption.
• They encouraged partners to sign up for the new Partner Greenfield Program and work closely with AWS sales teams to identify and pursue Greenfield customer opportunities.