Amazon Web Services (AWS) now offers four additional security certifications to help solution providers drive the adoption of additional solutions in collaboration with technology alliance partners such as Barracuda Networks.
Part of its Competency programs for security certifications include artificial intelligence (AI), digital sovereignty, incident response, and the AWS Security Lake Service.
The Buy with AWS initiative was also announced. It enables partners to add a button to their websites that takes customers directly to the AWS Marketplace to conduct a transaction.
Furthermore, AWS is previewing Partner Connections, a capability that enables partners to more easily collaborate by leveraging artificial intelligence (AI) to surface suitable alliances. Partners can also create, update, and share multi-partner opportunities using the Partner Central API for Selling to integrate their customer relationship management (CRM) system.
Just as importantly, AWS sales teams will also be using that capability to identify partners that best fit an opportunity.
AWS launches SMB initiative and expands SaaS co-sell
Starting January 1, a Small Business Acceleration Initiative through which AWS Partner Territory Managers will provide sales leads and dedicated support to partners serving these types of customers. Partners that achieve a small and medium business (SMB) Competency will gain access to a Small Business Acceleration Package that provides access to marketing campaigns, sales plays, and packaged solutions.
On the same date, AWS will expand the SaaS co-sell benefit, also known as SaaS Revenue Recognition, to all ISV Accelerate Partners transacting in the AWS Marketplace. This program, which was previously by invitation only, will now be accessible to a wider range of partners.
AWS reports that 99 percent of its top 100 customers have now made at least one transaction on the AWS Marketplace, and the cloud service provider is anxious to expand that reach with the help of partners. A recent Total Economic Impact (TEI) report from Forrester Consulting, which AWS sponsored, finds partners not only see 50 percent faster deal closures through the AWS Marketplace; they also enjoy a 234 percent return on that investment.
Balancing marketplace efficiency with the solution provider role
The are many marketplaces, including those operated by partners, streamline transactions. Regardless of the approach, the goal should be to simplify the acquisition of products and services. After all, the longer it takes to conduct a transaction the more likely it becomes that a customer might change their mind.
The challenge, as always, is ensuring that the solution provider remains the focal point of the transaction. Many IT vendors tend to forget who the primary provider of the solution is as they seek to expand the scope of the services being provided. Those efforts, however, can easily conflict with the strategy that the customer has already mapped out with their solution provider.
Ultimately, solution providers need to make sure they are not just viewed as being more than just a fulfillment partner that could be easily replaced by another when, in fact, if not for their efforts the opportunity would most likely not have ever existed in the first place.
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