2019 AWS Marketplace Seller Go-To-Market Program Guide

AWS Marketplace Seller Go-To-Market Program / Section title

AWS Marketplace Seller Go-To-Market Program Guide

1 ? 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / About this guide

About this guide

Audience

This guide is for independent software vendors (ISVs) selling products and services in AWS Marketplace. For the purposes of this guide, we will refer to these ISVs as "Sellers". The guide is designed to show Sellers how to drive adoption and revenue from their AWS Marketplace listings by driving demand generation activities as part of the AWS Marketplace Seller GTM Program as well as independently by Sellers. In this guide, Sellers will find essential information to help navigate each step of their GTM journey.

Contents

Program overview

AWS Marketplace Seller GTM Program Overview Benefits of participation

Program requirements

Requirements Summary: Snapshot of the program requirements to participate in Seller GTM Program

Program benefits

Benefits summary: Snapshot of the participation benefits in Seller GTM Program Joint GTM with AWS

KPIs and reporting

Who is responsible for what? What systems are used to report?

GTM best practices

Site merchandising Email nurture Blog posts Social media

GTM guidelines

PR guidelines AWS Marketplace Seller Messaging Guidelines GTM content review guidelines Logo guidelines Trademark guidelines

Resources

AWS Marketplace Seller Management Portal

Marketing analytics dashboard Referral tags Standard AWS Marketplace reports

2 ? 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / Program overview

AWS Marketplace Seller GTM Program overview

The AWS Marketplace Seller GTM Program offers AWS Marketplace Sellers the Go-To-Market (GTM) support and GTM best practices to generate demand and drive awareness for their solutions and product listings in AWS Marketplace. The Program helps eligible Sellers:

1 Accelerate GTM execution, on Seller-led and AWS-Seller "joint" campaigns by working with AWS Marketplace GTM Lead or using APN Marketing Concierge Service

2 Improve GTM return on investment (ROI), by utilizing AWS MDF investments and access to AWS-led GTM Programs

3 Fosters AWS "sell-with" motion with Sellers in AWS Marketplace

Benefits of participation

Why participate in the program?

The GTM Program assists AWS Marketplace Sellers--from large software vendors to startups--accelerate the adoption of their listings in AWS Marketplace by providing GTM and demand generation support. This program helps Sellers:

Accelerate GTM execution

? Eligible Sellers are featured in AWS-led demand generation campaigns to market their solutions to AWS Customers

? Seller resources and guidance on how to build and execute GTM campaigns

Improve GTM return on investment

? Inclusion of eligible Sellers in AWS-led programs ? Eligible Sellers get MDF to fund GTM programs

Foster joint AWS-Seller sales

? Reach target customers through a low-touch sales channel ? Build incremental sales pipeline through AWS

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AWS Marketplace Seller Go-To-Market Program / SPerocgtiroanmtiotlveerview

Available GTM Packages

AWS Marketplace offers four distinct GTM Packages to support Sellers, depending on their focus and support for listings in AWS Marketplace:

Premium GTM Package

To qualify for this invitation-only package, Sellers should have a history of demonstrated revenue growth and have made a sizeable commitment to building demand for their listings in AWS Marketplace. They should also be able to demonstrate robust feature adoption and that their solutions are in alignment with AWS Marketplace sales motions. Sellers must meet specific requirements for this package, such as gaining Chief Revenue Officer (CRO)/Sales Leader & Chief Marketing Officer (CMO) ownership of AWS Marketplace revenue goal, having a dedicated GTM resource allocated for AWS Marketplace GTM execution, committing a minimum budget of $300K in 2020 to spend on Seller-led & AWS-Seller "joint" GTM motion, and having eight or more AWS customer references. GTM support for Sellers participating in this package will be offered by AWS Marketplace GTM Lead.

Advantage GTM Package

To qualify for this invitation-only package, Sellers need to demonstrate growth potential, have strong AWS Marketplace feature adoption, and have made commitments to building demand for their listing(s) in AWS Marketplace. Sellers must meet specific requirements for this package such as assigning a GTM resource for AWS Marketplace GTM execution, committing a minimum budget of $140K in 2020 to spend on Seller-led & AWS-Seller "joint" GTM motion, and having five or more AWS customer references. GTM support for Sellers participating in this package will be offered through the APN Marketing Concierge Service.

Select GTM Package

To qualify for this invitation-only package, Sellers need to have a paid listing in AWS Marketplace. These Sellers are typically laying the foundation to scale their GTM strategy by building AWS Marketplace into their sales compensation plan and adopting AWS Marketplace features to effectively support their customers. Sellers must meet specific requirements for this package, such as assigning a GTM resource for AWS Marketplace GTM execution, committing a minimum budget of $20K in 2020 to spend on Seller-led & AWS-Seller "joint" GTM motions, and having one or more AWS customer references. GTM support for Sellers participating in this package will be offered through the APN Marketing Concierge Service.

Listed GTM Package

This package is designed for Sellers that are new to AWS Marketplace and in the early stage of building their listings on AWS Marketplace. Sellers get prescriptive guidance on messaging development, campaign assets, and performance management modules, delivered through the self-service AWS Marketplace Seller GTM Academy.

4 ? 2020, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / Program requirements

Program requirements

2020 AWS Marketplace Seller GTM Program Requirements

Program requirements 1. Business & operational alignment

Invitation-only program

AWS Marketplace software revenue commitment in 2020

CRO/Sales Leader & CMO ownership of AWS Marketplace revenue target Sales & Channels teams have compensation parityfor all AWS Marketplace revenue MBRs & QBRs with AWS to measure GTM & Sales performance against plan

Participation in Consulting Partner Private Offers (CPPO)

APN Advanced Tier+ Partner

Premium GTM Package

Advantage GTM Package

Select GTM Package

Listed GTM Package

$25MM+

$10MM+

$2MM+

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