AWS MARKTPLACE SELLER GTM PLAN TEMPLATE 2018

AWS MARKTPLACE SELLER GTM PLAN TEMPLATE ? 2018

Please complete the following two sections, including both quantitative and qualitative content, as noted: Section 1: Baseline Situation and Key Learnings Section 2: 2018 GTM Planning

Section 1: Baseline Situation and Key Learnings

Cloud Revenue Profile

Where is your organization financially in its cloud business today?

We need to understand your current level of business in cloud and on AWS, as the starting point for your 2018 GTM Plan

2017 AWS Marketplace GMS $______ Total Company Revenue $ ____MM Revenue that is applicable to cloud $____MM Total Cloud Business $____MM, ____% AWS Business $____MM AWS Marketplace 2017 $_____M, ___% AWS

Optional

Expected Company Revenue ? end of CY2020

Where does the Partner/Seller see their cloud and

Expected % of business in cloud

AWS business at the end of 2020 (3-years)?

Expected $ in Cloud Business AWS (calculated)

It's important that we identify the level of your

Expected $ on AWS

organization's cloud focus, so we can determine the

Expected AWS Marketplace Revenue

scope of GTM activities that will be required to achieve 2018 AWS Marketplace Goal (discussion)

our mutual goals.

Stakeholders

Who will be the stakeholders for your 2018 AWS Marketplace GTM activities?

List the stakeholders and key contacts from cloud team, sales, channel, and contacts for NAMER, EMEA, and APAC regions.

Executive: Name, Email, GEO Region Sales: Name, Email, GEO Region Marketing; Name, Email, GEO Region Product Management: Name, Email, GEO Region

Solution Architect: Name, Email, GEO Region

2017 Learnings - please share insights from your recent activities with AWS

Which 2017 AWS GTM activities, across sales and marketing, did you find effective vs. ineffective?

AWS Marketplace? AWS Partner Network (APN)?

What are things you want AWS to do differently in 2018?

What are the biggest blockers you faced with AWS

Sales

program strategy / execution in 2017 and how will you Digital Marketing / Demand Gen

overcome these obstacles in 2018?

Business Intelligence / Reporting

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 Business Alignment

Are there specific resource gaps that you have in developing and executing GTM campaign (e.g. limited marketing resources, lack of sales engagement, etc.)?

Section 2: 2018 GTM Planning

2018 Strategic Objectives

What sales incentives are currently in place to drive business through AWS Marketplace?

Sales Team? Channel?

Key initiatives

Corporate-level major initiatives to consider in 2018 (re-brands, corporate strategy)

Top priority initiatives for AWS/AWS Marketplace GTM Marketing Initiatives / Key Stakeholder Sales Initiatives / Key Stakeholder

Focus products, customer segments and personas for GTM focus

What products are focus for GTM? New products for focus and launch date New AWS Marketplace listings to focus and launch date What customer segments - Ent/Territory, verticals, customers

with similar targeted profile? What are the target personas for these customers and

products?

AWS use cases (from Competency and detailed customer scenarios

What use cases addressed by your offerings are the focus for GTM activities?

Which AWS services align with your priority AWS Marketplace listings?

Which AWS Marketplace Customer Scenarios align with your 2018 product priorities?

Where do you have maximum differentiation? (e.g. specific apps, hybrid customers, SAP, Telco, VMware on AWS, etc...)

Channels

Goals and Investments Seller AWS Marketplace Gross Merchandise Sales (GMS)

What sales channels are prioritized for 2018? (Direct/Field, Consulting Partners, Global Sis, Self-Service AWS Marketplace)

What are GTM priorities to link the channel and sales plays? What are enablement requirements?

Goals set with your AWS relationship manager 2018 GMS Goal $________

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Marketing influenced or Attributed?

Investment Levels.

We agree to spend at least $______ in support of our GTM efforts.

Planned investment and resources to support GTM with AWS Marketplace in 2018

Estimated Results (KPIs).

The marketing leads waterfall and AWS Marketplace GMS goals are as follows (pending validation with Seller)

Example:

FY18

Total

Monthly MQL

SQO

Win @36% Private

Marketing

MAL

MALs @14% @3.5%

Offers

Total GMS

Goal

10,000

834

1,692

102

37

4 @ $150K $701K

North America

EMEA

Demand Generation: Marketing initiatives that address the full customer adoption lifecycle and marketing tactics

Priority marketing programs and assets

What are key corporate campaigns to consider? (e.g. launches, events, global campaigns, etc.)

What marketing activities are already prioritized in your plan?

Are there critical assets you want to develop internally or with

3rd parties? (e.g. calculators, sales tools, whitepapers, etc.)

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Joint GTM Marketing Programs: ASW GTM Program Menu for 2018

List of AWS Marketplace Seller GTM Program Benefits and Requirements in Appendix A

Integrated Partner Campaigns (IPC)

Interest in 2018 Plan for 2018

Targeted Propensity Campaign (TPC)

Interest in 2018 Plan for 2018

AWS and Seller Events

Interest in 2018 Plan for 2018

Account Based Marketing Campaigns (ABM) Interest in 2018 Plan for 2018

Seller-led Joint Call Blitzes (non-IPC)

Interest in 2018 Plan for 2018

Site Merchandising and Social Media

Interest in 2018 Plan for 2018

AWS Credits Rough timeline of these GTM activities

Interest in 2018 Plan for 2018 Calendar of planned GTM activities including: Demand Generation Sales and Technical training Channel activities Major Customer Events

AWS and Seller milestones

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Appendix A: Summary of Requirements and Benefits Amazon Web Services and SELLER Confidential

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