Title

AWS re:Invent 2023 - Create your AWS GTM framework by Working Backwards (PEX115)

Summary

Liz Burton, Senior Partner Marketing Lead for Global Strategy at AWS, discusses creating a go-to-market (GTM) framework using the 'working backwards' approach.
The 'working backwards' process is central to AWS's innovation strategy and is guided by Amazon's mission to be Earth's most customer-centric company.
The process involves five stages: listen, define, invent, refine, and test & iterate, all focused on customer needs and challenges.
Burton emphasizes the importance of aligning the GTM framework with the 'working backwards' process to increase agility, reduce risk, and ensure solutions meet customer needs.
The 'working backwards' document, or PRFAQ (Press Release and Frequently Asked Questions), is a tool used to envision the customer's future experience and detail the solution.
Burton acknowledges that not all innovations are successful, citing the Fire Phone as a failure, but stresses the importance of learning from such experiences.
She encourages attendees to reach out to AWS or her directly for resources and assistance in implementing the 'working backwards' process in their organizations.

The 'working backwards' approach is deeply ingrained in Amazon's culture and is a structured method for ensuring customer-centric innovation.
This approach is not limited to product development but can be applied to various business scenarios, including marketing strategies.
The process is iterative and involves continuous refinement and testing to ensure the end product or service truly addresses customer needs.
The PRFAQ document is a critical component of the 'working backwards' process, serving as a living document that evolves through debate and discussion.
Aligning the GTM framework with the 'working backwards' process can lead to more effective marketing strategies by ensuring a deep understanding of the customer and reducing the risk of market failure.
AWS offers support for companies interested in adopting the 'working backwards' process, highlighting AWS's commitment to fostering innovation among its partners and customers.