Unleash your selling potential with AWS Marketplace

Please welcome Sarah and David. Everybody saw us. Great, good afternoon, everyone. So today we're talking about unleashing or selling potential with AWS Marketplace.

Um with me and Sarah and the lighting talk, it's about kind of Marketplace 101 to help you understand how to unleash yourself and sell better and start selling through Marketplace.

Quick introduction. My name is David. I'm a product. Well, I'm a product manager at Marketplace and this is Sarah. She's a solutions architect at Marketplace as well.

So a brief agenda, we're gonna start about what is a BS Marketplace and some of the selling practice, we have a Marketplace, how to become a seller, how to start listening your product on Marketplace and some of the requirements for Marketplace and a pn because those two things are better together and then some of the benefits across both and then some call to action and surveys.

So to start what is AWS Marketplace, I think of it as uh Amazon.com, but for the cloud, but for AWS, it's a curated digital catalog where customers can find subscribe to deploy and govern third party software data and services. And today a lot of customers build on AWS. So it's natural that they discover they buy, they use and do everything on AWS. And that's what Marketplace does.

And to tell a little bit about more of the what customers on AWS. There's about three thou 100 th um 300 30,000 active customers or marketplace that sellers can tap into. And they look at the 15,000 listings over 70 categories and these customers can either self-service, click to buy, subscribe on the listing or they can negotiate with the seller directly through something called private offers.

And today, there are about 4000 sellers on ad bs marketplace that sell and we want more to come in and sell our marketplace. And that's where the ad bs builders and customers can find you and that really helps you tap into a new sales channel, a new place where customers can find you.

So first thing first, the reason why marketplace is so great is because we've done this at scale. We've standardized many, many aspects of how to sell and because of that buyers can procure easier and deploy easier. And sources say that decision makers cut their time in half by using marketplace. And compared to other places such as selling yourself or through other um procurement methods.

And what that means really is that you're picking up customers faster closing deals faster and that means your sales velocity has increased and to name a few ways that we've driven standardization at scale is things like free trial, different pricing models, channel distributors or things like vendor insights that helps you really um the customers to pick you much faster than they did if they were to engage one by one di individually through your website.

Yeah, so our first call to action is to become a seller. So you can either visit the website or scan the qr code to become a seller. You would use your aws id, you would register um start a profile, put in your company name, agree with the terms and conditions and then set up a profile tax and banking information to get started.

So our first call to action is to get registered to become a marketplace seller on aws.

Yes, once you register, um you will start the listing process and here i'm gonna give a few high level tips and tricks best practices for you to sell. Well.

So the first one is to develop your a to marketplace strategy. So what that means is after you register, get um going on developing a strategy, talk to your execs, get sponsorship and think about how you want to make more um sales revenue and channels through marketplace.

Next is to create a listing, publish your first listing on marketplace to show that people that you're available on marketplace and then tell the world and announce the availability of your product on marketplace.

Then you wanna kind of leverage marketplace as strategic sales channel. What that means is, it's not just strategy, but you need the tactics, operations and the playbook to say that i wanna sell through marketplace. And these are the actions i wanna take

Finally kind of tap into other features on marketplace such as channel partners. I talked about earlier and the various features that helps you enhance your listings. And what i i often tell people is that as you get more features on marketplace onto your listings, you become closer to your customers. It makes it easier for them to find, deploy and use your product. And that means you'll sell better through marketplace.

And there's 1/5 tip obviously is to basically keep in touch with marketplace and know the latest and greatest the new features. We have to help you standardize your listings and help buyers purchase and decide to go through marketplace.

So before i give it to sarah, i have um one more slide to talk about product types. So in marketplace, we have various product types. As you i heard in the beginning, there's software, there's services and there's data exchange.

So to start the first box are products, softwares that are deployed in the buyer's account, also known as customer deployed. And those are naming things like single um amazon machine images or ones with cloud formation and then you have containers as well. And you can also have machine learning model packages, algorithms and things like that that mainly runs on the buyer's account.

Aside from that, we also have things that runs on the seller's account, which are mainly things like sas and or more flexible that are deployed in your own account that customers can use. So there's a quick big distinguish between things that run on the buyer's account and on the seller's account.

Finally, there's also things that we sell. Um we sell data as well. The particular service is called amazon data exchange. You can also find um different package datas that you sell through aws marketplace.

In the end, we also have professional services that kind of like rounds this up where if um buyers are looking for services to go on top of their software, they can procure professional services that go through marketplace.

So that's the first half of unleashing your selling potential with marketplace. And i'm gonna hand off to sarah to talk more in depth about some of the benefits and um cross collaboration between marketplace and a to bs partner networks. Over to you, sarah.

Thank you so much David. Hello, once again, everyone. My name is Sarah and I'm a partner solutions architect for AWS. Um heavily deeply focused on a generative a i ambassador and also marketplace ambassador, helping our partners customers on boarding a marketplace aws site.

So today, um since uh i hope you had a good con con concept of marketplace what david has uh given to you, what i'm going to be focusing on more partner based. So how this benefits us from the partner's perspective.

Moving for that partner network, a pn aws partner network is uh the global community of 100 k plus partners, which they are designed in a uniquely positioned way to leverage all that aws has to offer and accelerate their journey from the partner and customer's perspective.

So what you see here, partners, how they work is in this global community is partners in a way by leveraging the latest aws technologies to deliver differentiated customer designs and solutions. They grow by their businesses by having the aws to enhance the value of offerings. They have like resources, programs and benefits that drive from the profitability from aws society. Customer reach. Of course, the partners can reach new customers by taking advantage of the global reach scalability expertise and then robustness of aws network.

So the question must be how to join these the requirements as you see on the screen starting with registering for partner central is the first step as creating your id.

Second one is the completing a foundational technical review ft r about your own solution. What you have to offer could be sass and all those on the previous slide which you have witnessed by david

Third one, pay the a pn fee, which can be definitely reimbursed fully through aws credits to you all.

Now let's talk about who wins with aws marketplace. Let me adjust something here. I would say setting a tone for new partners or customers, let's say about marketplace to help them consider why they should uh present and share or or sell their products on aws marketplace. And in that aspect, we would like to discuss our customers who are already winning like the opportunities and the stakeholders are leveraging from aws marketplace, starting with the customers who are providing them the ability to procure the software through their consolidated aws solutions.

Our customers do get this uh quick access to the technology which you see on the screen. By which means they can adapt aws faster benefits are available like enterprise discounts, edp discounts and also the private pricing agreement which you see on the screen.

Not only that but big clients, big enterprises get this 100% requirement and retirement towards their solution until up to a point as quickly they reached a 25% retirement. So don't worry about that. This can be deep dive into our apn booth and then you can get more information.

So um but these are the customer benefits starting with let me. Ok. So for is svs what you see here, aws marketplace can shorten sales cycle up to 50%. How is that? One of our proud strike is our proud partner who came out openly publicly mentioning that bringing their solutions on aws marketplace has given shorten up their cycle sale cycle up to 50% and that's a big win.

Besides that partners benefit from this aw sales. The third aspect here, sales on aw side has been incentivized to helping partners customers coming on board. And that gives us from aws perspective as a solutions architect or the leadership, a deep eye or a site from for your agenda or the solutions which are on marketplace to see how well the growth market is up upgrading up.

I with that with all that talk, i know at this point, there could be, this is one of these two, the coming one. And this one is my most common question asked by my partners that i am a marketplace seller. Why join a pn?

So that's an interesting one. And i would say the three benefits here. Let me elaborate more on that. A lot of you might be thinking in that aspect is for partners that are leaned in apn offers, get deeper coastal relationships with an aws account, name partners that are already is we accelerate program graduated, they get much lower apn fees and on putting it on their solution for aws marketplace, almost up to half

Partners can utilize partners to business propensity tool like getting to target the right audience and which amplifies the ecosystem between the partners and the customers having a coal relationship closely and that those are the benefits of being a partner.

So more on that from the seller's perspective, which you all will get is if you place your solution in marketplace. The products are scanned, vulnerable for vulnerability regularly by aws for you.

Another one is you can increase your product visibility by co writing blogs with us aws. Now, the one i would say is for the sellers that are reaching out to the global market, we collect sales tax on your behalf to certain regions.

Also, we also provide multiple pricing options like contract base, consumption base and other options on the product packaging slide you have seen which is multiple pay as you go model or upfront payment. That kind of a thing.

Another one is i have the customers who are local state or government, federal government. We can help them deploy their software uh specifically where they need to be in a in specific regions according to that.

So these were the benefits of being a marketplace seller but having it leverage with a p and join another pivoted scenario here. Now some might say i am an aws partner, i am a part of apn then why sell on marketplace? Right?

So this is a different scenario. Partners with the listings in aws marketplace can get help from aws partner teams to co build and co run those workshops together which brings much more visibility clearly.

Another one more inclined to cosell the partners who are on marketplace gets more advised or pushed on for the co selling opportunity. Other customers or partners are looking for partners with the aws marketplace. listings can leverage help from aws teams and contacts like pdr pdm si v accelerated aws evangelist solutions, architects, experts and and much more so these are the benefits of being a partner but a few are leveraging also the marketplace.

Just a quick recap of what we talked about. Increased pipeline with 330 k of market based solution designs accelerate procurement. Of course, if you are cos selling it from marketplace, that means adapting aws solutions faster customer preference, customers differentiated solutions which are already on aws marketplace is what you get to leverage being a partner and a marketplace seller, substantial resources.

I just mentioned a minute ago must getting help from account managers pdr. spd. ms evangelist will help you work collaboratively towards your co setting opportunities, efficient purchasing in that manner, you have several options to sell or purchase solution, consumption based contract based upfront payments and all that coexist with your existing gtm. Go to market practices.

Aws funding gets involved which definitely can be elaborated more on our boot sections. Some of the sexist stories, i would like to mention a dynamics. They have clearly mentioned that they have five times higher average subscription price and dealing with aws market placement, tissue to other ones, tissue or and how auto which developed immediate trust and collaboration between our own field sales teams.

And this this this is the part where the coal aspect comes into the picture which has led to millions of dollars of new pipeline for the closed businesses.

Third one sneak, the average time of our sales is 300% higher compared to those outside of aws marketplace. So if you are selling your solution come to the aws market, this is the keyword. I'm trying to say i make a point here with this.

Thank you so much for bearing me. And uh at this point, i would like to say that uh we take feedback very seriously at aws.