The AWS outcome-based approach to sales is customer obsessed and supports the new reality of IT. Learn how to align effectively with AWS sales and help customers accelerate their cloud adoption. AWS and Partners will also share best practices and lessons learned.

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
David Payne
Head, Major ISVs – AWS APAC
Selling with AWS
Leverage the AWS Sales Methodology & Partner Best Practices

2. Agenda
Change in Conversation
OBAM- Outcome Based Account Management
Customer Examples
What it all Means to Partners
Discussion and ideas

4. What We Hear Now Is Dramatically Different
OLD WORLD NEW WORLD
Estimate Cost Savings
Can I deploy enterprise systems in cloud?
Is cloud Secure?
Start with a POC
Launch new products and build new operating
models
Preferred platform for big data, mobile, and IoT
How do I secure and manage my applications?
Cloud-first migration programs and tooling

5. What AWS Sales Look For With Partners
AWS Trained & Certified Technical Resources
Defined capabilities (specific workloads, MSP, integration)
Partner sales led opportunities
Communicating early and often with AWS
Submit opportunities via APN Portal
Strong customer obsession
We like it when you engage with our Professional Services
team

6. OBAM – Outcome-Based Account Management

7. “Consistent with the Amazon Leadership Principles, Outcome-
Based Account Management starts with the customer and
works backwards, defining success through their eyes based
on their unique priorities and business drivers.
”
Aspirational
press
release.

8. Explore
Preliminary discovery and value hypothesis creation.

9. Explore
External factors Research Digital strategy
Functions &
organization
Challenges &
opportunities
Insights
Value hypothesis:

10. Explore – ASEAN examples
Palm oil commodity
prices fell 300%
Shipping industry
over-capacity and
slow down (literally).
Monetary Authority
of Singapore’s “no
objection to cloud”.
Downstream oil
products company
expansion and
globalization, real-
time.

11. Explore Engage
Solidifying credibility, earning trust, qualification &
delivering initial value proposition.

12. Engage - How to Evaluate Customer Maturity
Explore
(0-6 months)
Expand
(6-18 months)
Transform
(18+ months)
Leadership/Sponsor
Organizational Structure
Use Cases Deployed
Procurement/Legal
AWS Business Drivers
Training/Skills
AWS Foundation Blocks

13. Engage - Organizational Structure (Pre-Cloud)
CORPORATE
APPLICATIONS,
CISO
Encryption, Key Management,
Identity Management, Firewalls,
IDS, DDoS
BUSINESS APPLICATIONS
CTO/VP Applications
CORPORATE APPLICATIONS
CIO/VP Corp Systems
END USER COMPUTING
VP IT Support
Digital Products, Brand
Websites, Mobile
Applications, Point of Sale
Systems, Commerce
E-mail, Productivity,
Collaboration, HR, Finance
ERP
Desktop Support, Device
Management, Telephony,
IT Support
INFRASTRUCTURE
VP Infrastructure
Servers, Storage, Networking,
Databases, Data Warehousing,
Data Centers

14. Engage - Organizational Structure (Post-Cloud)
INFORMATION
SECURITY, CISO
AWS Identity and Access Management (IAM),
AWS CloudHSM, AWS Key Management
Service (AWS KMS), Security Groups, AWS
Marketplace
END USER COMPUTING
VP IT Support
Amazon WorkSpaces,
Amazon AppStream, AWS
Marketplace, AWS Mobile
Services, SaaS
BUSINESS APPLICATIONS
CTO/VP Applications
AWS Elastic Beanstalk, AWS
Lambda, Amazon SQS, Amazon SNS,
Amazon Mobile Analytics, Amazon
CloudFront
CORPORATE APPLICATIONS
CIO/VP Corp Systems
Amazon WorkMail, Amazon
WorkDocs, AWS Marketplace,
AWS Directory Service, SaaS
DEVOPS, VP DEVOPS
Amazon EC2, Amazon S3, Amazon RDS,
Amazon VPC, AWS Direct Connect, AWS
Directory Service, AWS Code Pipeline,
AWS Code Build, AWS CodeDeploy
+30%
added to
your
business

15. Engage - Business Drivers
INITIATE
(0-6 months)
EXPAND
(6-18 months)
TRANSFORM
(18+ months)
• New line of business/ product
to win market share or break
into new markets
• Teach me to build faster (new
paradigms)
• Need capacity or solution for
something my current
infrastructure can’t do
• Compelling event
• Solve a problem or answer a
question that hasn’t been
done (big data, IoT, or scale)
• Need to demonstrate
compliance or audit (remove
blocker)
• Prove to me that AWS works
at scale (viability tied to
success metric like
speed/cost)
or
or
or
or
or
• Get me to the cloud faster
(migration accelerator)
• Help me go all-in
or

16. Engage - Use Cases Supported
INITIATE
(0-6 months)
EXPAND
(6-18 months)
TRANSFORM
(18+ months)
• Dev/Test
• Marketing Websites
• IoT
• DR
• Back-up and Recovery
• New Applications
• Mobile Application
Development
• Existing Web Applications
• LOB applications (custom,
client/server, etc.)
• Big Data Applications
• ERP LoB
• AWS Native ISVs
(SumoLogic,
Alert Logic, etc.)
• Datacenter Migration
• ERP core

17. Engage – Procurement and Legal
INITIATE
(0-6 months)
EXPAND
(6-18 months)
TRANSFORM
(18+ months)
• Not Involved
• Corporate Credit Card
• RFP/RFI
• RI Purchases
• Marketplace Purchases
• EA
• Support Agreement
• EDP
• EAP

18. Engage - Training/Skills
INITIATE
(0-6 months)
EXPAND
(6-18 months)
TRANSFORM
(18+ months)
• AWS Foundations
• AWS Essentials (Business
and Technical)
• AWS On-site Class
• Customized Partner Training
• AWS DevOps and Security
• ITIL Training
• COBIT
• Curriculum Defined and
Required by Role

19. PROSERVE & TRAINING
AWS SPECIALISTS &
BUS DEV
• Technical Account Manager
• Professional Services
- Transformation Consultants
- Resident Architect
- Security Architect
• Security & Compliance
• Enterprise Apps
• Desktop
• Big Data/HPC
• TCO
• Service Teams
AWS AEs
• Account Manager
• Principal Solution Architect
• Inside Sales
• Customer Experience
Manager
• Customer Support
AWS PARTNERS
• Digital and IT Strategy
• Application Development
• Data center migration
• DevOps Tooling and
Implementation
• Managed services
• SaaS packages
• Big Data
• Digital platforms
• ERP Specialists
Engage – example of team roles & responsibilities

20. Relationship building and persona-centric engagement.
Explore Engage Empathize

21. Empathize
Organizational
culture
Communication
style of individuals
Personal agendas Establishing
networks inside the
customer

22. Empathize
Meet the CTO
• 45 - 55 years old
• 10 - 20 years plus in IT management roles
• MBA
Persona
CTO
Role • CTO is a business executive
• Responsible for engineering team and overall
technological direction of organization
• Implements new tech to improve product development
Qualities • Strategic/contemplative (rarely reactionary)
• Understands the importance of communication
• Hard-working and passionate about field
• Extremely tech savvy
Reports to
Direct
Reports
• CEO or CIO
• VP of Engineering; other IT managers
Dislikes • Vendors who engage without doing homework
• Vendors who engage without understanding their
staffing strategy
• Vendors who engage without understanding their
financial positioning
• Vendors who engage without understanding the
executive team motivations and influence, and the
pressures put on the CTO
• Vendors who disappear once implementation begins
Pain
Points
• Needs to be strategic and innovative in addition to
merely solving problems and putting out fires
• Challenged in driving IT success, measuring it with
various metrics
Priorities • Partners who will listen, help them solve problems, and
see the big picture
• Business alignment
• Innovation and top-line growth
Sources
of
Motivation
• Board of Directors
• CEO
• CIO
• Bonus structure
Contact
Preference
• Personal introductions
• In-depth white papers
• Podcasts, blogs, and other informational materials
Informa-
tion
Sources
• Websites
• LinkedIn user groups; CTO Forum
• Peers
h"p://www.investopedia.com/terms/c/chief5technology5officer.asp:
h"p://searchcio.techtarget.com/defini<on/Chief5Technology5Officer5CTO:
h"ps://www.viasat.com/sites/default/files/legacy/HartChapter.pdf:
h"ps://www.linkedin.com/pulse/20140910050518549791738565remarkable5traits5:
of5a5successful5cto:
Sources:
Understand the profile

23. Explore Engage Empathize Enable
Building out account value proposition & defining roles &
responsibilities of AWS resources

24. Enable – 2017 APN acceleration programs

25. Customer with partner engagement examples
INITIATE
(0-6 months)
EXPAND
(6-18 months)
TRANSFORM
(18+ months)
Leadership/Sponsor
Organizational Structure
Use Cases Deployed
Procurement/Legal
AWS Business Drivers
Training/Skills
AWS Foundation Blocks
VP of Product
Product
Software Service Update on
AWS
Credit Card
Time to Market
Essentials
VPC
VP of App Dev
Infrastructure
New Applications
Enterprise Agreement
Architecture Certification
Direct Connect
CIO
Dedicated Cloud
DC Migration
Managed Services
Expiring Lease/Cloud First
Architecture and
Operations
TAM

26. • Step 1 – Migration
• Step 2 – Consolidation and
Optimization
• Step 3 –Simplified
Management
• Step 4 – Automate DevOps
Method and Tools
Deployment
• Step 5 – Big Data Analytics
• Step 6 - Revenue Growth
Initiatives
CURRENT PROPOSAL
POSSIBLE EXTENSION
[CUSTOMER] TASKS
Infrastructure Optimization Enterprise Agility Portfolio Evolution
INNOVATION
SIMPLIFICATION
COST REDUCTION
CustomerBusinessGoals
Customer Value Proposition – Migration
Program Items
Step 1
Migration
Step 2
Consolidation
and
Optimisation
Step 4
Automate
Step 5
Big Data and
Analytics
Objective 6
Innovation
Projects
Step 3
Manage

27. Customer Value – Cost Reduction from Migration
Infrastructure Optimization Enterprise Agility Portfolio Evolution
Step 1 – Migration
Step 2 – Consolidation and Optimization
Step 3 – Simplified Management
Step 4 – Automation
Step 5 – Big Data and Analytics
Step 6 – Revenue Growth Initiatives
• The total savings over 3 years will be:25% of the the current spending
• The further initiatives (associated with business growth) can drive an additional 10% to the top line
SUMMARY
100%
90%
80%
70%
-10%
60%
100%
90%
80%
70%
60%
-10%
-3% to -5%
-25% to -35%
-3% to -5%-3% to -5%

28. • Step 1 – Migration
• Step 2 – Consolidation and
Optimization
• Step 3 –Simplified
Management
• Step 4 – Automate DevOps
Method and Tools
Deployment
• Step 5 – Big Data Analytics
• Step 6 - Revenue Growth
Initiatives
CURRENT PROPOSAL
POSSIBLE EXTENSION
[CUSTOMER] TASKS
Infrastructure Optimization Enterprise Agility Portfolio Evolution
INNOVATION
SIMPLIFICATION
COST REDUCTION
CustomerBusinessGoals
Partner Value Proposition: A Customer with 200
Virtual Machines
Program Items
Step 1
Migration
$20k Assessment
$300k migrate
servers
Total $320k
Step 2
Consolidation
and
Optimisation
Consulting
$30k
Total $30k
Step 3
Manage
Managed
Services
$648k
Managed
Network $360k
Total $1.1m
Step 4
Automate
Consulting
Total $100k
Step 5 & 6
The sky is the limit

29. Value to Partner
1st Year - Revenue
to Partner
2nd Year -
Revenue to
Partner
3rd Year –
Revenue to
Partners
% Gross Profit
Gross Profit to
partner
(in year 1)
Step 1:
MIGRATION
Assessment $20K - 30% $6K
Professional
Services –
Migration
$300K
(@$1500 per VM x
200 VMs)
- 30% $90K
AWS Platform
$720K
(@ $300 per server
p.m. x 200 servers x
12 months)
$720K $720K 7% $50.4K
Step 2:
CONSOLIDATE &
OPTIMISE
Professional
Services
$30K 30% $9K
Step3:
MANAGEMENT
Managed Services
(30% of AWS spend)
$216K
$216K $216K
50% $108K
Managed Network $120K
$120K $120K
50% $60K
Step 4:
AUTOMATE
DevOps
Transformation
$100K 30% $30K
TOTAL $1.12M $960K $960K $353K

30. Take a Long Term View – Annuity Revenue
Monthly revenue over 30 months based on winning 5 customers a month
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
0 5 10 15 20 25 30 35
AWS Managed Services Migration Services Network and Internet Total

31. OBAM – Outcome-Based Account Management

32. Discussion and next steps
§ Would you like to share
your experience of OBAM
(or similar)?
§ Do you have an account
that you would like to
engage around?
§ Any suggestions for AWS?

33. Thank You!
dspayne@amazon.com