In this session, we describes the steps for listing your product on AWS Marketplace. Learn how leading ISVs are reaching new customers and decreasing the time it takes to close transactions using AWS Marketplace.

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How to Sell on AWS Marketplace
Chris Grusz
WW Leader, Business Development
AWS Marketplace
S e s s i o n I D - G P S M P 2 0 2
Brad Lyman
Sr. Manager - Product
AWS Marketplace

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Agenda
AWS Marketplace Overview
Why Sell on Marketplace
Walkthrough of Marketplace Portal
Demo your new capabilities

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Public cloud trends
are accelerating
By 2021…
Source: Cisco Global Cloud Index, 2016–2021
* Workload = a virtual machine or a container
of cloud workloads and instances
will be processed by cloud data
centers
94%
of cloud workloads will be in
public cloud (27.5% CAGR from
2016 to 2021)
73%
of cloud workloads will be
Software-as-a-Service (SaaS)
75%

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• Typical application portfolio is ~1,000+*
• Server architectures—often monolithic
• Physical and virtual on-premises
• 10–60% in house developed applications
• 90–40% COTS paid software
• ~300–500 software vendors
• In perpetuity licensing: ~10–30% under used
• High potential for cost rationalization
Moving from a starting shape to a future shape
Move
* Based on AWS Service Catalog/Marketplace dialogs with +300 enterprises
SaaS
Serverless
Containers
EC2 AMIs
On PREM
Subscription-based
Modernize

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A growing digital software catalog
• Deploy software on demand
• 1,400+ ISVs
• Over 4,500 product listings
• 200,000 active customers
• Over 650 million hours of EC2 deployed monthly
• Deployed in 16 regions
• Offers 35 categories
• Flexible consumption and contract models
• Easy and secure deployment, almost instantly
• One consolidated bill
• AWS’s pace of innovation

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The mega 5 software
vendors which represent
~50% of IT software spend
Top 50 vendors critical
to the journey to the cloud and
future direction of a company
The long tail of 500+ vendors
5
50
500
Microsoft and Oracle
managed by SAP on
AWS and VMWare on
AWS IBM or SFDC
Transforming your portfolio: the 5/50/500 model
~15–18% of the IT budget is software

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SIEM
Operating
systems Security Storage BIDatabase DevOpsNetworking
8 popular categories most often provisioned

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Why AWS Marketplace?
Grow your
customer base
Leverage a powerful and
growing cloud offering to
expand your customer base
Improve efficiency
and profitability
Faster sales cycles and
efficient provisioning can lead
to higher overall profitability
Sell the way your
customers want to buy
Streamline software
procurement and offer
flexible pricing models

12. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Why AWS Marketplace?
Grow your
customer base
Leverage a powerful and
growing cloud offering to
expand your customer base
Improve efficiency
and profitability
Faster sales cycles and
efficient provisioning can lead
to higher overall profitability
Sell the way your
customers want to buy
Streamline software
procurement and offer
flexible pricing models

13. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Flexible consumption and contract models
AWS Marketplace pricing options
Free trial Hourly Monthly
Annual and
multi-year
Seller Private
Offers
BYOL
Get started
in AWS Marketplace
with a free trial and
no commitment
Ideal for initial
evaluation
Pay for software
and compute
capacity by the hour
with no long-term
commitments
Ideal for
development and
testing; or
workloads with
inconsistent traffic
Make a monthly
payment and
receive a discount
on the monthly
pricing charge
Make a one-time
payment and receive
significant discount.
Multi-year options are
also available.
Negotiate a custom
price with a
software seller.
Offer is reviewed
and accepted in
AWS Marketplace.
Ideal for high value
and complicated
transactions
Migrate to AWS
with your existing
product licenses
Intended for pre-
existing customers
Ideal for long-term
workloads
Ideal for temporary
projects and baseline
workloads
1
2
3

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Flexible software build and delivery
AWS Marketplace deployment options
Amazon Machine
Image
Meant for single
instance solutions
deployed directly into
your VPC
Provides flexible BYOL,
pay-for-what-you-use,
free trials, and curated
Open Source options
CloudFormation
Template
Meant for clustered
and high availability
implementations
Combines third-party
software with
AWS services and a
complete solution
implementation
including multi-
instance, tie-ins to
AWS Services, and
high availability
cluster architectures
SaaS
Software offered as a
service with no resources
required to manage
infrastructure
API
Application Program
Interface is designed to
integrate directly to an
application
Private Image
Build
Meant for high value
transactions
You can build custom
AMIs that combines
private “gold images”
with third-party
software in AWS
Marketplace

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Why AWS Marketplace?
Grow your
customer base
Leverage a powerful and
growing cloud offering to
expand your customer base
Improve efficiency
and profitability
Faster sales cycles and
efficient provisioning can lead
to higher overall profitability
Sell the way your
customers want to buy
Streamline software
procurement and offer
flexible pricing models

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AWS Marketplace: Digital fulfillment mechanism
Customer segmentsSolutions Conversion paths
< $20k (per year)
$20–100k (per year)
> $100k (per year)
Highly scalable category/use-case
digital demand generation
No-to-low direct sales engagement
Standard pricing
Use-case centric digital demand gen
Sales/channel-assisted (LDR, ISV, SI)
Standard pricing
Highly targeted and customized GTM
Heavy sales-led model
Custom deals/pricing pricing
Engagement models
Low touch
Medium touch
High touch
Security
Networking
Storage
BI
Business
Applications
DevOps
Database
Self-serve
driven by digital
demand generation
Sales-assist
supported by
demand generation
Value tiers
SMB and
Enterprise
Sales-led
supported by
targeted GTM
programs

17. AWS Marketplace “Seller Demand Generation Engine”
PDP AWS
Sales
DGRs
Seller Audience
Seller-led GTM
Nurture DGRs
AWS-Seller
“Joint” Events
Opportunities
AWS
Summits
re:Invent
AWS
Lofts
Transformation
Days
Opportunity Generation
AWS-Seller “joint”
Lead Creation
Revenue Conversion
Seller
Events
IPC /
Webinars
Joint call-
downs
Nurture
Developers | Procurement | IT Leaders | Cloud Architects
17
MP Awareness Campaign AWS GTM Programs
Digital
Nurture
Global
Campaigns
Solution
Marketing
Prospecting
Day
aws.amazon.com AWS Marketplace
Website
IoT DevOpsMachine
Learning
Data &
Analytics
Infrastructure
Software
AWS Marketplace Solutions
Migration Targeted
Propensity GTM
Events
Self-serve Sales-assist
Seller to
AWSMP
Landing site
Social
Media
Video Ads Digital
Nurture
Search
Seller GTM Program/Seller GTM Academy (self-serve)/ Best Practices
Content Events
(Physical/digital)
Use case
PDP Seller SalesDGRs
Nurture DGRs
Opportunities
Opportunity Generation Revenue Conversion
Self-serve Sales-assist
Seller
Sales

18. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Why AWS Marketplace?
Grow your
customer base
Leverage a powerful and
growing cloud offering to
expand your customer base
Improve efficiency
and profitability
Faster sales cycles and
efficient provisioning can lead
to higher overall profitability
Sell the way your
customers want to buy
Streamline software
procurement and offer
flexible pricing models

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Go to market faster
Improve your product release, delivery, and adoption
Lead customers directly to your
product to buy, deploy and start
using in a single continuous stream
Streamline the customer
engagement flow
React to customer feedback quickly
by providing new versions of your
product as they become ready
Iterate products to meet
customer needs
SaaS customers can quickly move to
new versions, enabling you to reduce
your version backlog
Eliminate technical debt

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Submit new listings
Version updates
Sunset older versions
Add instance type/region
Reporting on activity and ref tags
Assist with listing management
24/7 scanning to monitor health
Vulnerability notifications and removal/work-rounds
Suggestions for listing improvement
24/7 Catalog Operations Team for “high touch” Self Service for “low touch”
AWS Marketplace: a public managed catalog

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Your portal view

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Sections of AWS Marketplace Management Portal
AMI
Share and scan your AMI
Image build
Create an AMI or Private Image
File upload
Images, documentation, and metadata
Settings
Profile, bank, and tax information
Offers
Private pricing and legal terms
Home
Announcements and Documentation
Marketing
Results of your marketing efforts
Support
Customer subscription information
Reports
Download all your latest reports
Listings
Create a product listing

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Self-service listings
Manage your product listings
with minimal time and effort
Easily edit listing descriptions, regions,
instance types, pricing and other details
Submit new products through the
Self-Service Listings workflow
Save listings in progress while tracking
changes for simpler internal collaboration

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Seller private offers
Create and target an offer to
specific customer accounts
Upload custom legal terms to address
key customer requirements
Modify any pricing dimension to help you
close large, negotiated transactions
Set an offer expiration and term to set
timeline for acceptance and renewal

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Daily
Business
Daily
Customer
Subscriber
Weekly
Ref Tag
Monthly
Revenue
Monthly
Disbursement
U.S. Sales
and Use Tax
Weekly
Subscription
Reporting and commerce analytics
Gain the insight needed to
manage your cloud business
AWS Account # and Account Name also
available to compensate sales org (must
have enhanced data services)
Utilize seven standard reports with
monthly, weekly and daily capabilities
Reports available via AWS Marketplace
Management Portal or API

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Seller GTM packages
Premium Advantage Select Listed
All GTM alignment
and benefits
All GTM alignment
and benefits
Some GTM alignment
and benefits
Inclusion in
marquee campaigns
All demand
generation
campaigns benefits
Some demand
generation
campaigns benefits
AWS loft events
inclusion in discovery
pages AWS credits
Not
available
Self service
campaigns
Self service
campaigns
Self service
campaigns
Self service
campaigns
All dedicated
business and solution
enablement
All dedicated
business and solution
enablement
Shared business and
solution enablement
Shared
MCO TAM
GTM Program helps eligible
AWS Marketplace Sellers to:
Participate in GTM campaigns with AWS
Promote listings by providing assets,
tools and guidance
Build sales pipeline by participating
in joint campaigns to follow up on
marketing qualified leads

45. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Next steps
If you haven’t listed on
AWS Marketplace, let us
recommend other sellers’
success stories to
highlight the value of
listing your solution.
If you’re already listed,
consider making AWS
Marketplace part of your
growth strategy by
adopting new programs
and resources.
1
2

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47. Thank you!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Chris Grusz
gruszc@amazon.com
Brad Lyman
lymanbt@amazon.com

48. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.