Title: AWS re:Inforce 2024 - AWS Security Partners: Maximize visibility & accelerate growth (PTN121)

Insights:

• AWS Market Leadership: AWS is the cloud leader with over a million customers and tens of billions in annual committed spend. This market dominance provides a robust platform for partners to leverage.
• Security Focus: Security is the top category in AWS Marketplace by total contract value, highlighting its resilience and priority among customers.
• AWS Partner Network (APN): The APN offers tools to scale businesses technically, in marketing, and co-selling. It provides funding, sandbox credits, and a broad customer reach, positioning AWS as a trusted advisor.
• Partner Profitability Framework: AWS focuses on business outcomes, with 69% of revenue generated at the front end of the customer spend cycle and increased cloud spend in subsequent years for partners.
• Co-Marketing Strategies: Effective co-marketing involves building joint marketing plans, using AWS branding, generating demand, and engaging with AWS sales. Full-funnel marketing plans are recommended for sustained success.
• Key Use Cases for 2024: AWS focuses on five use cases: securing generative AI, proactive security, provable security, zero trust, and digital sovereignty. These align with customer needs and market trends.
• AWS Marketplace Benefits: Partners see richer deal sizes, higher win rates, and shorter review cycles when transacting on AWS Marketplace. It also helps generate increased pipeline.
• Best Practices for Success: Strategic customer wins, maintaining ACE pipeline hygiene, leveraging AWS Marketplace, and ensuring executive alignment are critical for maximizing growth and visibility.

Quotes:

• "AWS is the cloud leader when it comes to market share. We have over a million customers and tens of billions of dollars in committed spend on an annual basis."
• "Security currently ranks as the number one category within AWS Marketplace by total contract value or revenue."
• "The APN is meant to provide our partners tools to help scale the business from both a technical, marketing, as well as co-sell lens."
• "We like to focus on business outcomes, and that's the primary driver for how we think about profitability for our partner community."
• "Go to market with confidence. Build a joint marketing plan as a company integrating AWS into your plan."
• "Generative AI is number one. These are our three use cases that we focus on here. So securing generative AI, securing against, and then developing a generative AI security solution as well."
• "Customers spend 80% more when transacting on AWS Marketplace."
• "Executive alignment is key. Everything comes from being interlocked from the top down, and you need your leadership from the C-level suite on down to understand the value of partnering with AWS."