AWS - Managing an ever-changing channel ecosystem

A partner finder is designed to make it easier for customers to access partners with expertise in specific disciplines or verticals

By Chris Player
Dec. 19, 2016


As a result, the vendor has spent time focusing on developing various channel competencies, alongside a service delivery programme to provide customers with a better understanding of which partner is appropriate for specific tasks.

"A lot of the time we are finding that knowing if a partner has specialisation is as important or more important to a customer that tiering,” she said.

"Cloud is moving into the next stages and so now we are not necessarily looking for partners that are generalist, we are more about how the partner is specialising.

"We have teams of partner development managers working with both the global systems integrators as well as the more specialised partners.

"They are both very important to us and that is partly why we make sure that the way we set our tiering requirements and our competency requirements are focused on what that partner is really good at rather than what is the sheer number of employees."

Jansen added that getting closer to the customer in terms of partner resources was just as important in A/NZ as in other regions.

"By being close to the customer, we can work backwards and work with the partner relative to that customer scenario,” he explained.

“We have a very good blended model now in the field which allows us to be strategic in nature with the more complex partners like Accenture, but at the same time we are very close with the smaller partners and that is why you see the success of companies such as ITOC and Cloudtrek."

Copeland said that while much of the information provided on the partner finder comes from the partner filling out their application for the AWS partner portal, the vendor has considerable input in regards to the programmes.

"The piece that is driven by us is around our programmes, particularly competencies, the MSP programme and the service delivery programme," she added.

"Within those three programmes, we are saying this partner is very well validated. We will list the partners that are in those programmes first and we also have a badge that you can see."

In relation to tiering, Copeland said that if multiple partners have the same certification, listing priority will be given to the one with the highest tier, adding that AWS would continue to develop algorithms to improve this listing method.

Copeland said that the vendor has plans for Q1 2017 to roll out customer rating for the partner finder, making the system more akin to Amazon.com.

Terry Wise - Head of channels and alliances, AWS
Terry Wise - Head of channels and alliances, AWS

"The other piece that we will be focused on is really driving a lot more customer case studies and public customer references listed on the partner finder,” she said.

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