AWS - Managing an Ever-Changing Channel Ecosystem

Amazon Web Services (AWS) adds new partners at an alarming rate, with the public cloud provider growing its channel by 10,000 in the past year.

In essence, the AWS ecosystem is comprised of several partners, including independent software vendors, global system integrators (GSI), cloud-born providers, consultants, and managed service providers that make them name a few.

So how does a global provider keep pace with the diverse needs of such a fast growing partner base?

Dorothy Copeland, CEO of Global Partners AWS program, is responsible for the design and implementation of the company's channel program and met with the RN at the time of Invent 2016 to discuss its approach to achieving results for a wide variety of partners .

"Usually, with all our programs, there is a global vision and we will work with the geographies to ensure that it aligns with them," he explained.

Copeland said that as partners cover many disciplines, it remains important to infuse a local touch that focuses primarily on customers, in conjunction with a global strategy for the global seller.

As a recent example, Copeland has used the new supplier partner search engine - which is a recast of the existing business partners directory - with the new system developed in conjunction with customers and partners, which ensures better on both sides.
Simply put, the researcher is designed to make it easier for clients to access partners with expertise in specific or vertical disciplines.

"Part of this is structuring programs with many partners we already work with and facilitating client research," she says.

"We have seen that we have created client programs, focused on customers and wanted to ensure partners value AWS and help customers embrace the cloud.

In a local context, Stefan Jansen, director of channels and alliances AWS A / NZ, added that while it is global initiatives, the existing close cooperation with teams and local partners validation initiatives and goals.

"The government is a good example," he said. "We wanted to see that these partners have experience working with the government as part of procurement committees, for example, so validation is always something we work closely with."

In a world of clouds, Copeland acknowledged that the traditional hierarchy does not always define the client as a particular partner is an expert, creating a channel of confusion.
As a result, the provider has spent time developing various skill channels as well as a service delivery program to better understand which pair is appropriate for specific tasks.

"Most of the time, we find that if the specialization of the couple is as important or more important to a client than prioritization," he said.

"Cloud moves in the steps to follow and so now we are not necessarily looking for partners who are generalists, we are more in the way the couple is specialized.

"We have teams of associated development managers who work with both global system integrators and more specialized partners

"Both are very important to us and this is partly why we make sure that the way we establish our needs and our levels of competence requirements are focused on what this couple is really good at instead of how many employees .

Jansen added that the customer approach in terms of partners' resources was equally important in A / NZ than in other regions.

"By being close to the customer, we can work backwards and work with the couple in relation to this customer scenario," he said.

"We have a very good model now mixed field that allows us to have a strategic character with more complex partners like Accenture, but at the same time we are very close with small partners and that is why you see the success of companies like ITOC and Cloudtrek" .

Copeland said that while much of the information provided on the search partner comes from the couple completing their application for the AWS partner portal, the seller has a substantial contribution to the programs.

"The work is directed by us in relation to our programs, in particular the skills, MSP program and service delivery programs," he added.

"Within these three programs, we say that this couple is well validated. Let's list the partners who are in these programs first and we also have a badge that you can see.

As for staging, Copeland said that if several partners have the same certification, priority will be given to the one with the highest level, adding that AWS will continue to develop algorithms to improve this input method.

Copeland said the seller had plans for Q1 2017 to implement the customer side for the pair finder, making it the closest Amazon.com system.

"The other piece we will focus on is actually driving many more clients and case studies references from public clients listed in the partner search engine," he said.

"The case studies are really front and center and will be an impetus so that more partners can post their client case studies.

"Happy customers and clients who have experience with this priority partner now".

Partners Help Improve Your Skills

AWS has sent a consistent message to our partners for a number of years around specialization in specific sectors or competencies.

However, one of the biggest problems for partners - particularly locally - is getting in-proper skills to specialize.

Copeland said the provider is working to enable partners in this and has seen a 75 percent increase in partner certification in 2016.

"We also have more certifications available," she said. "We offer subsidized training for partners who go and get their certified technical teams.

"We also conduct training in the field of professional service training that we offer primarily to our key partners, but also to some of our experienced partners.

"The other piece we do is provide free training for partners in business education through our founder partner solutions, we have trained more than 7,000 people worldwide in 75 cities and have little set up training Of data and are in the process of implementing a Microsoft training workload.

In the local market, Jansen said he could not disclose the exact figures, but growth in training and certification in 2015 saw a significant peak.

"The opportunity we have is next year to be a little stronger in how we communicate with community partners because we have more specialized training to come," he said.

"Training solutions for partners is another aspect and we have a calendar of the indicated solutions for the A / NZ retailer sessions that will take place in each city.

Jansen said the need is there and now was to direct the right resources for the right partners.