Accelerating Growth with AWS: How the AWS Partner Network (APN) Works

The AWS Partner Network (APN) is a strategic framework designed to foster growth and innovation for AWS partners. It is a comprehensive system composed of mechanisms, investments, and programs that help partners leverage AWS resources to expand their capabilities and market reach. Importantly, the APN is not a lead generation or reseller program; instead, it serves as a support system for partners to accelerate their growth and success in the cloud ecosystem. Here's a detailed look into how the APN operates and supports partner development across four key areas.

Bucket 1: Build and Co-Innovate

The "Build and Co-Innovate" bucket is centered around fostering innovation and developing new solutions on the AWS platform. This involves several key elements:

1. Innovation Workshops: AWS hosts specialized workshops to guide partners through the process of developing new solutions and features. These workshops are designed to inspire and provide the necessary technical guidance to build and innovate.
2. Expert Assistance: AWS brings in experts to collaborate with partners in building and co-innovating. This support is crucial for developing cutting-edge solutions and integrating new capabilities into existing products.
3. Sandbox Credits: Partners receive sandbox credits to test and develop new ideas and initiatives. This financial support enables experimentation without the immediate pressure of costs, fostering a more creative development process.
4. Funding for Training and Certification: To ensure that partner staff are well-equipped with the necessary skills, the APN can provide funding for training and certification. This investment in human capital is vital for maintaining a high level of expertise.
5. Industry Insights: One of the most significant advantages of this bucket is access to industry insights. AWS industry experts offer valuable recommendations based on data points and trends, guiding partners on what to build next.

Bucket 2: Go-To-Market (GTM) and Co-Market

The "Go-To-Market (GTM) and Co-Market" bucket focuses on helping partners build and execute effective marketing and sales strategies:

1. Marketing Development Funds (MDF): Partners can access Marketing Development Funds, which are available in the form of AWS credits and cash. These funds can subsidize up to 50% of the costs associated with marketing events and initiatives.
2. AWS Events: AWS hosts a variety of events, including re:Invent, AWS Summits, and industry-specific gatherings. Partners have the opportunity to sponsor these events and participate in speaking opportunities, which helps in gaining visibility and credibility.
3. Third-Party Industry Events: AWS invests in landmark industry events, such as the Mobile World Congress (MWC) and Deutsche Telekom's Digital Telco World (DTW). These events offer partners a platform to showcase their innovations, although sponsorship is required.
4. AWS Partner Marketing: Each partner is assigned a marketing representative from AWS, who manages a dedicated marketing budget for partner activities. This support includes content creation, demand generation, and campaign collaboration. AWS also helps evaluate prospect propensity to buy based on prior AWS consumption data.
5. Industry Expert Support: Partners can leverage AWS industry experts to generate awareness and drive traffic to their initiatives, such as webinars and blog posts.

Bucket 3: Co-Sell

The "Co-Sell" bucket provides partners with opportunities to collaborate with AWS sales teams to drive sales and growth:

1. Proof of Concept (PoC) Funding: AWS offers PoC funding to help partners demonstrate the value of their solutions to potential customers.
2. Sales Interlock: AWS sales teams earn incentives and commissions by introducing partner solutions to their accounts. This alignment ensures that partners receive support throughout the sales process.
3. Account Reviews: AWS conducts account reviews that allow partners to identify new product lines and opportunities for engagement.
4. ACE Portal: The AWS Customer Engagement (ACE) portal facilitates opportunity exchange between AWS and its partners, enhancing collaboration and sales efforts.
5. AWS Marketplace: The AWS Marketplace is a crucial component of the co-sell strategy. It offers a platform for partners to list their solutions, making them more accessible to customers and easier to recommend by AWS teams.

Bucket 4: Partner Differentiation

The "Partner Differentiation" bucket focuses on helping partners stand out in the AWS ecosystem:

1. Competency Programs: Partners can achieve competencies in specific verticals and industries, gaining visibility and recognition from AWS teams.
2. AWS Marketplace: Solutions listed on the AWS Marketplace benefit from increased visibility and ease of procurement, enhancing their attractiveness to customers.
3. Specializations: Partners can earn specializations to serve particular types of opportunities, building trust with customers and AWS teams.
4. Partner Summits: These summits allow partners to stay updated on APN programs and the latest innovations within the AWS partner ecosystem.
5. Training and Certification: Partners can invest in training and certification programs to enhance their expertise and differentiate themselves in the market.
6. Foundational Technical Reviews: AWS conducts technical reviews of partner solutions, providing validation that enhances customer trust.

The Secret Sauce for Success

By leveraging these four buckets—Build and Co-Innovate, Go-To-Market and Co-Market, Co-Sell, and Partner Differentiation—AWS partners can accelerate their growth, enhance their market presence, and drive innovation within the AWS ecosystem. The APN framework offers a robust support system that empowers partners to leverage AWS resources effectively and achieve their business objectives.

The Secret Sauce for success in partnering with your Cloud Provider relies on how much you invest with the right dosage and balance in the four buckets. Investing heavily in one bucket without the necessary ground work in the other buckets will lead to little results. On the other hand, investing heavily in the four buckets will exhaust your organization. This is a very common pitfall that companies endure despite all the good intentions.

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