There is a change in market dynamics and demand for IaaS
AWS is not sold like a traditional product, nor is it a retail cloud product with a SKU. You architected the services to fit a customer need, or business outcome they are trying to achieve. More and more customers are now starting to adopt AWS, and like it or not, they are deciding to migrate a certain percentage (or all) of their workloads & services to the public cloud. To back this up IDC states that by 2023 75% of enterprise workloads will be in a public cloud of some flavour. More concerning for the partner community is that IDC also states that by 2022 30% of partners today will not exist in their current form.
What does this mean for partners?
All this suggests adopting a completely different approach to your customer engagements. The secret to success will be how many new AWS engagements you can manage in a given month. This will be decided by the number of certified individuals you have; therefore, you need to be building a competent team of certified AWS sales consultants. A new type of sales force if you will, that combines traditional pre-sales and sales as one group. Then back this up with a professional services team of your own or through partnerships. Don’t forget, managing new opportunities is one thing, adding profitable services is another.
Having spent 4 years building an AWS practice to enable partners, I have seen what works and what doesn’t. Partners that have embraced AWS with dedicated teams and structures have prospered. Running the AWS practice at Tech Data, an Advanced Consulting Partner in the distribution program, it’s no different. Across my team of 3 Partner Success Managers, we have a total of 6 AWS certifications, meaning we can help you consult around AWS services, cloud management tools and our professional services with ease.