Title

AWS re:Invent 2023 - How to GTM with the AWS Global Startup Program (PEX119)

Summary

Serge Shevchenko, a PDM manager of the AWS Global Startup Program, presented a framework for startups to go to market (GTM) with AWS.
The AWS Global Startup Program is an invite-only program for early to mid-stage startups with product-market fit and institutional funding, offering resources like partner development managers, funding, and accelerated program access.
Startups should identify core strengths and how their solutions enhance AWS products and services, aiming for a clear message deliverable in 30 seconds.
A field-ready kit is essential for AWS sellers and field teams to understand partner solutions.
Structuring a GTM plan involves setting a revenue goal, understanding the conversion ratios, and creating a full-funnel editorial calendar with due dates and assigned owners.
Joint content creation (webinars, blog posts, case studies, white papers) and events (reInvent, AWS Summits) are key to developing marketing qualified leads (MQLs).
Targeting builder and enterprise buyer audiences through workshops and webinars can convert MQLs to sales qualified leads (SQLs).
AWS provides tools like the AWS Customer Engagements tool and ISV Accelerate to help convert SQLs into customers.
The AWS Marketplace can reduce sales cycles and standardize contracts.
The AWS Global Startup Program has significantly helped startups grow their AWS attached opportunities.

The AWS Global Startup Program is highly selective, focusing on startups that have already demonstrated a level of success and are ready to scale with AWS's support.
Identifying core strengths and aligning with AWS services is crucial for startups to differentiate themselves and communicate their value proposition effectively.
The field-ready kit is a strategic tool for ensuring AWS teams are well-versed in a startup's offerings, which is critical for joint selling efforts.
Revenue-based GTM planning with a focus on conversion ratios and a detailed editorial calendar suggests a data-driven approach to partnership success.
Content creation and event participation are emphasized as methods for lead generation, with a particular focus on creating a "better together" narrative with AWS.
Workshops are highlighted as more effective than webinars for engaging technical audiences, suggesting a trend towards interactive, hands-on marketing approaches.
AWS provides various programs and incentives to facilitate the sales process for startups, indicating a strong ecosystem for partner support.
The success stories and quotes from startup CEOs underscore the tangible benefits of participating in the AWS Global Startup Program, reinforcing its value proposition.