Apn Partner Handbook PDF

HOME FAQs INTRODUCING APN THE VALUE OF APN MARKETING WITH APN APN TRAINING & CERTIFICATION PROGRAMS
MARKETING WITH APN APN TRAINING & CERTIFICATION PROGRAMS CONTINUING THE JOURNEY
APN Partner Handbook

How to build, market, and sell with AWS Partner Network (APN)
E BOO K
April 2020 v1.0

This document is provided for informational purposes only and does not create any offer, contractual commitment, promise, or assurance
from AWS. Any benefits described herein are at AWS’s sole discretion and may be subject to change or termination without notice.
This document is not part of, nor does it modify, any agreement between AWS and its customers and/or APN partners.
© 2020 Amazon Inc. All rights reserved. Amazon and the Amazon logo are trademarks of Amazon Inc.
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FOREWORD
Navigating the same journey

More and more customers across the globe are turning to the cloud and associated
technology services to give them the flexibility, scalability, and reliability they need.
Amazon Web Services (AWS) offers cloud services that help companies
– of all sizes – to truly transform and improve customer experience.
AWS is on the same journey you and your customers are on. A journey that
encompasses growth, change, and innovation. AWS Partner Network (APN) is the
global partner program for both technology and consulting partners using AWS
to build solutions and services for customers. These solutions and services are
used by over 90% of Fortune 100 companies.
This handbook is your all-in-one, definitive guide to accessing business,

technical, and marketing support on APN so you can build, market,
and sell your AWS offerings.
2 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

FAQs
This guide will give you further information about APN and help point you to the most useful and
relevant resources for an in-depth understanding. It will help you answer questions, including:
• What are the benefits of the APN and how • What other types of funding are available • How do I access training to build competence
do I access them? and how can I access them? on AWS to support customers and grow
our business?
• How do I stay up-to-date with APN updates? • How does AWS pricing work?
• How do I gain certification to validate expertise
• Where do I get branding and • Where can I get help with TCO analysis? and build customer confidence?
marketing information?
• How do I get validation for architecture?
Visit the APN Knowledge Base for more FAQs
• Where do I get a logo from? • My focus is on the public sector – where or check out our Webcasts to learn more.
• How do I involve AWS in my partner can I find more information?
marketing strategy?
• I want to participate in AWS Marketplace
• What can I do with leads and opportunities programs for buying and selling software.
who are interested in AWS offerings? How do I get started?
• How do I access Marketing Development

Funds (MDF)?
3 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

CHAPTER 1
Introducing APN

The goal of APN

AWS is resolutely people-led and customer-centric. The overarching goal of
APN is to enable customers to easily find high-quality APN Partners who:
• Invest significantly in their AWS practice

• Possess extensive experience building/deploying customer solutions on AWS
• Develop and retain a strong team of AWS-trained and certified staff
• Provide Well-Architected solutions for customers on AWS
• Provide extensive support for customers
APN helps you achieve all of the above, and much more.
We’re on the same journey. It’s still day one.

What are the benefits of APN?

AWS Partner Network (APN) is the global partner program for technology and Extra features:
consulting businesses who leverage AWS to build solutions and services for
customers. APN helps companies build, market, and sell their AWS offerings by • Track your success on AWS in your firm’s APN Partner Scorecard
providing valuable business, technical, and marketing support, such as: • Browse and download from a repository of business
and technical documentation
Marketing tools to reach new customers, generate leads, and drive pipeline.
• Manage your end-user information (for Channel Resellers)
Complimentary and discounted training to build your AWS expertise:
Log in to APN Partner Central to access these benefits.
• Free Solutions Training for Partners – business and technical
• Discounted AWS training
• Discounted technical training
Funding to offset your costs on eligible activities:
• Access to Marketing Development Funds (MDF)
• Complimentary and discounted training courses
Programs at every tier to help your business grow:
• AWS SaaS Partner Program
6 AP N PART NER HA N D BO O K – H OW TO B U I L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

How is APN structured?

As your level of engagement with AWS grows, APN Technology Partners APN Consulting Partners
you can unlock more benefits by moving up Provide hardware, connectivity services, or software Professional services firms that help customers of
APN tiers. Benefits and tier requirements at solutions that are either hosted on, or integrated all types and sizes design, architect, build, migrate,
each tier differ depending on the two APN with, the AWS Cloud. APN Technology Partner and manage their workloads and applications
Partner types: products are often delivered as components to on AWS, accelerating their journey to the cloud.
broader AWS customer solutions and can be APN Consulting Partners often implement APN
delivered globally by APN Consulting Partners Technology Partner solutions in addition to the
through AWS Marketplace, bundled solutions, or professional services they offer.
directly from APN Technology Partners.
APN Consulting Partners include system integrators,
APN Technology Partners include original equipment strategic consultancies, agencies, managed service
manufacturers (OEMs), semiconductor providers, and value-added resellers.
manufacturers, network carriers, SaaS providers, and
independent software vendors (ISVs). Click here for benefits and tier requirements.
Click here for benefits and tier requirements.

A P N T EC H N O L O G Y PA R T N E R
What APN Tier is right for you?

Becoming an APN Select Tier Technology Partner
makes you eligible for a range of funding benefits and
marketing opportunities to help you grow your
customer base on AWS.
As an APN Advanced Tier Technology Partner, you

will be able to take advantage of a wealth of additional
resources to continue to grow your customer base
and move forward with innovation in your solutions.
APN Advanced Tier Technology Partner is the highest

achievable tier for APN Technology partners. Partners at
this level are striving to further differentiate their
business to AWS customers.

APN Select Tier

Becoming an APN Select Technology Partner Eligibility for a number of funding benefits:
opens up eligibility for specific funding benefits,
and a number of marketing opportunities to
• Funding support via Innovation Sandbox Credits
(these extend AWS promotional credits towards the
help you grow your customer base on AWS.
development of new offerings on AWS and the
We recommend that APN Technology Partners at
ability to trial new services with and for customers)
the Select Tier focus on building expertise in
specific areas. • Funding support for qualified proofs-of-concept,
migrations, and free trial campaigns
At this tier, you’ll continue to build a strong team of
• Discounted training classes and training
AWS trained and certified individuals, and focus on
cost reimbursements
moving up within APN to continue to further
differentiate your business to customers. • Free business and technical training, discounted
training, and training cost reimbursements
As an APN Select Technology Partner, you will also
enjoy additional partner benefits: Eligibility to apply for a number of APN Partner
Programs, including:
• Use of APN logo in marketing materials
• Company profile in the AWS Partner • AWS Service Ready Program
Solutions Finder • AWS Public Sector Partner Program
• Access to APN Marketing Central • AWS Marketplace Program Benefits

APN Advanced Tier

As an APN Advanced Technology Partner, you will As an APN Advanced Technology Partner, you
be striving to further differentiate your firm to will also be eligible for:
AWS customers and building a strong go-to-
market strategy with AWS, as well as continuing
• AWS Competency Program
to build a deep bench of AWS trained and
• Marketing Development Funds (MDF)
certified individuals. • Demand Generation Campaigns
• AWS-written case study
You’ll be establishing your firm’s thought leadership
footprint through event sponsorship, blogging, social
media, presentations, and whitepapers. At this tier,
you’ll join Partner Programs that will help you further
define your niche on AWS, such as the AWS
Competency Program.

A P N CO N S U LT I N G PA R T N E R
What APN Tier is right for you?

Becoming an APN Select Tier Consulting Partner makes you eligible for a range of funding benefits and
marketing opportunities to help you grow your customer base on AWS.
As an APN Advanced Tier Consulting Partner, you will be able to take advantage of additional resources to
continue to grow your customer base and move forward with innovation in your solutions.
On becoming an APN Premier Tier Consulting Partner, you will be recognized as an industry leader who
consistently pushes the boundaries of your AWS-based practices in one or more regions. You’ll be able to take
advantage of a wealth of dedicated AWS resources to help you continue to raise the bar.

APN Select Tier

Becoming an APN Select Tier Consulting Partner Eligibility for a number of funding benefits:
opens up eligibility for specific funding benefits,
• Funding support via Innovation Sandbox Credits
and a number of marketing opportunities to
(these extend AWS promotional credits towards the
help you grow your customer base on AWS. We
development of new offerings on AWS and the
recommend that at the Select Tier, you focus on
ability to trial new services with and for customers)
building expertise in specific areas.
• Funding support for qualified proofs-of-concept,
You’ll continue to build a deep bench of AWS trained migrations, and free trial campaigns
and certified individuals, and focus on moving up • Solutions Training for Partners - Free Business
within APN to continue to further differentiate your and Technical Training, exclusive
firm to customers. to APN Partners
As an APN Select Tier Consulting Partner, you will Eligibility to apply for a number of APN Partner
also enjoy additional Partner benefits: Programs, including:
• Use of APN logo in marketing materials • AWS Service Delivery Program

• Company profile in the AWS Partner • AWS Public Sector Partner Program
Solutions Finder • AWS Marketplace Program Benefits
• Access to APN Marketing Central

APN Advanced Tier

As an APN Advanced Tier Consulting Partner, As an APN Advanced Tier Consulting Partner,
you should be striving to differentiate your firm you will also be eligible for:
to AWS customers and building a strong go-to-
• Solutions Training for Partners - Free
market strategy with AWS, as well as continuing
Business and Technical Training, exclusive
to build a deep bench of AWS trained and
to APN Partners
certified individuals.
• Marketing Development Funds (MDF)
You’ll further establish your firm’s thought leadership • AWS MSP Partner Program
presence through event sponsorship, blogging,
social media, presentations, and whitepapers. At this
tier, you’ll join Partner Programs that will help you
further define your niche on AWS, such as the AWS
Competency Program and the AWS Managed
Service Provider Program.

APN Premier Tier

Our APN Premier Tier Consulting Partners are Our APN Premier Tier Consulting Partners enjoy a
industry leaders who are consistently raising range of additional partner benefits:
the bar in their AWS-based practices. We have
• Named AWS Partner Account Manager
also recently added region-based Premier
Designations to enable premier partners to • Named AWS Partner Solution Architect
designate multiple regions within Europe in • Featured on APN Premier, APN Program, and/or
which they may be considered “Premier”. AWS Solution webpages
Once you obtain APN Premier Tier Consulting Eligibility for:

Partner status, use the distinction to the best of your
• Additional AWS funding
abilities. Take advantage of the wealth of dedicated
resources you’ll now receive from AWS, and look • Demand Generation Campaigns
to continue growing and evolving your practice. • Prioritized marketing activities
Evaluate additional areas for revenue-generating • AWS-written case study
opportunities for your firm. For instance, have you
• Up to two weeks of free AWS Professional
developed a templatized solution you often use
Services for qualified enterprise opportunities
as you help customers evaluate what applications
need to be redesigned for the cloud? Turn that into • Access to further AWS Training discounts
repeatable intellectual property (IP) to scale usage of
the solution while generating additional revenue
for your firm.

APN Partner success story
Accenture’s day-to-day mission is to help Fortune 500 companies embrace innovation and drive new
value, and they’ve already helped thousands of businesses make the move to the cloud.
The collaboration between AWS and Accenture has helped make migration a reality and allowed
Accenture to bring their broad platform skills and deep industry knowledge to more clients worldwide.
Learn more about Accenture’s journey here

Beginning as a startup in India in 2011, BlazeClan engaged with AWS from day one. Today, they provide
customers with advisory, cloud migration, big data and analytics, product development, and cloud
managed services all across the world.
Becoming an AWS Managed Service Provider (MSP) Partner in 2015 was a milestone for BlazeClan. “Being
an AWS MSP is something that sets us apart for customers,” says Deepak Kagliwal, Director – Sales &
Marketing, BlazeClan. “Since passing the audit and becoming an AWS MSP, customers look at us in a very
different way.”
Read about BlazeClan’s ongoing successes
16 AP N PART N ER HA N D B O O K – H OW T O B UI L D , MA R K E T , AND S ELL WITH AWS PARTNER NETWO RK (AP N)

A global cloud enabler, Cloudreach began its journey with AWS as a two-man operation in 2009,
scaling up to a global, $60 million business in 2015. As well as being an APN Premier Consulting
Partner and an AWS Channel Reseller Partner, Cloudreach was also one of the first AWS-certified
Managed Service Provider Partners in Europe.
“You won’t find any physical infrastructure in a Cloudreach office,” says co-founder Pontus Noren.
“Every system we own is hosted in AWS, from client-acing billing platforms to our internal
telephony system. This keeps the business lightweight and agile.”
17 AP N PART N ER HA N D B O O K – H O W T O B UI L D , MA R K ET , AND S ELL WITH AWS PARTNE R NETWO RK (AP N)

CHAPTER 2
The Value of APN

Helping partners be more profitable and productive

It is important to us that our APN Partners get the utmost value from Collaboration
becoming part of APN. Aside from the range of benefits that grow as your Driving growth and maximizing opportunity is only possible with an unflagging
business does, we’ve defined eight pillars of value that you will benefit from. commitment to collaboration. We believe that one of the most important aspects
to this is a continuous focus on sharing: sharing resources, sharing knowledge, and
Opportunity
sharing experience. Equally, it means we’re dedicated to helping APN Partners
The adoption of cloud technologies and AWS in particular is accelerating both grow their internal skill sets through information, training, certification, and
within EMEA and globally. This opens the doors of opportunity for our APN best practice.
Partners to sell new solutions and outcomes for existing and new customers.
We know that our customers want complete and finished solutions, and that they AWS Training and Certification is a good example. It can help you build cloud skills to
want to engage with companies that they enjoy working with. Authenticity is enable customers to unlock the power of AWS, so you get the most out of your
one of our core brand values: accessibility and inclusivity are key to APN helping AWS investment and grow and differentiate your business practice.
partners seize the AWS opportunity – we work with technology and consulting
partners of all sizes and sectors. Commitment to simplification
One of our key sources of inspiration is improving the customer’s life in big – and
Growth small – ways. Customers enjoy products and solutions that are reliable and easy to
It’s important to us that as AWS continues to grow substantially, our APN Partners are use. We strive for solutions so frictionless that the customer doesn’t even pause to
also able to grow with us. AWS is committed to finding new ways of thinking, wonder why they like it.
working, and selling. APN Partners have an enormous opportunity to build a
This commitment to removing complexity and keeping things simple also extends to
successful AWS-based business by utilizing the resources and training available as an
how we support APN Partners: we want to make our partners’ lives easier.
APN Partner to develop your skill sets.
By clearly and manageably delivering the best content, support, and
Customer satisfaction is the goal: we help customers identify and connect with guidance for all our APN Partners regardless of their size or
APN Partners who’ve built a successful practice on AWS, and becoming a higher- maturity, we make training and upskilling simple to
tier APN Partner in itself establishes a commitment from said companies to access and easy to understand.
building a mature cloud practice.
19 AP N PART N ER HA N D B O O K – H O W T O B UI L D , MA R K E T , AND S ELL WITH AWS PARTNE R NETWO RK (AP N)

Joint success Innovation

Working together means that everyone shares the successes. By adding AWS to As a company born in the cloud, innovation and agility are in our DNA. We’re
their business, APN Partners are able to leverage the wider Amazon brand and constantly inventing on behalf of our APN Partners and their customers,
business and gain access to our "peculiar culture". to reduce friction and make life simpler.
Our partners look to APN to provide them with technical and commercial Two of our key differentiators are our services and our pace of innovation. We
support that will enable them to better serve our joint customers. So AWS accelerate technical development to be continually able to offer new or improved
provides them with the support and access to a huge and constantly evolving services, the better to empower our APN Partners. For us, innovation is personal: it
fountain of experience to develop the best solutions for our joint customers. means "the fun of continuous discovery".
Selling together through a combined relationship greatly increases the chances
of delighting customers. AWS Marketplace as a differentiator for APN Technology and Consulting Partners
AWS customers are looking to simplify software procurement through features like
Relevance flexible consumption, contract models, and "one-click ease" of purchase capability
With the goalposts of technology always moving, being and staying relevant to procure software the way that they need.
is both a challenge and a necessity. Our commitment to customer-centricity in
AWS Marketplace is a digital catalog that enable ISVs and APN Consulting Partners
everything we do ensures the ongoing and dependable relevance
to customize and sell their solutions to AWS customers. We make it easy for
of our solutions.
customers to find, buy, deploy, and manage software solutions, including SaaS, in a
matter of minutes. AWS Marketplace offers the ability to distribute ISV software
APN helps our partners become and stay relevant. We do this through providing
directly to AWS customers or through APN Consulting Partners.
easily accessible and relevant information that inspires you, enabling you to grow
and improve your capability on AWS for your customers.
20 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K ET, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

The value for different APN Partners

The steps on your journey through APN tiers APN Technology Partners are businesses APN Consulting Partners are professional
will depend on whether you’re an APN that provide software solutions that are services firms that help customers of all sizes
Technology Partner or APN Consulting either hosted on, or integrated with, the AWS design, architect, build, migrate, and manage their
Partner. Both have specific needs and our tiers cloud. APN Technology Partners include workloads and applications on AWS. APN
are tailored to cater for them. independent software vendors (ISVs), SaaS, Consulting Partners include system integrators (SIs),
PaaS, developer tools, management, and strategic consultancies, agencies, managed service
security vendors. providers (MSPs), and value-added resellers (VARs).

CHAPTER 3
Marketing with APN

Marketing with APN

To promote your business and increase your visibility with AWS customers, APN can help you:
Differentiate your brand Grow your footprint

Market your unique value proposition with AWS and Increase brand visibility and build your audience with
create compelling assets with marketing guidance digital marketing programs and integrated campaigns.
and resources.
Build awareness Evolve your story

Gain access to new prospects and connect to your Showcase your strengths across channels with
target audience through marketing activities strategy and messaging that changes as you
with AWS. grow your AWS business.

APN Marketing Central

APN Marketing Central provides modern marketing Execute campaigns
tools that enable you to generate demand for your • Launch co-branded campaigns
solution and AWS. Access co-marketing resources • Create customizable assets including email, landing pages, and social media
that allow you to quickly launch co-branded
campaigns or engage participating agencies for Find an agency
select marketing services. • Work with an agency in your region
• Request quotes from agencies through APN Marketing Central
Access APN Marketing Concierge Service
• Virtual Partner Marketing Managers (vPMMs) are available to help APN Partners
and eligible AWS Marketplace Sellers grow demand
• Marketing enablement and demand generation support
Manage your leads
• Analyze your leads with built-in reporting tools
• Identify the hottest leads in your contact lists
Access APN Marketing Central via the Marketing tab once you log in to APN Partner Central
Once on the Marketing tab, click on "Launch a Campaign" or "Engage an Agency with APN
Marketing Central" and you will automatically be signed in to APN Marketing Central.

AWS Sponsorships
Get your brand in front of more than 300,000 With AWS Sponsorships, you can:
cloud enthusiasts and prospects who attend our • Capture relevant, qualified leads
events across the globe every year. This is a great
opportunity to network in-person with customers • Establish your brand with thought leadership opportunities
who attend these events to connect, collaborate, • Gain high-visibility brand exposure
and learn how we can help them innovate.
• Launch new products/services
• Network with a targeted audience
Interested in sponsoring?
Email us at awssummit-sponsorship-emea@amazon.com or visit
the AWS Global Sponsorship Website to explore upcoming events.

APN Customer Engagements Program

Through the APN Customer Engagement Program You’ll receive:
(ACE), you get the opportunity to receive
• Visibility and increased engagement with AWS Sales and Marketing
AWS-generated leads and opportunities and gain
access to sales and technical resources to increase • Technical support on validated opportunities
alignment, collaboration, and support. • Tools and processes to manage your leads and opportunities with AWS
You can submit opportunities today in the APN Customer

Engagements (ACE) Pipeline Manager under the "My Customers" tab.

Marketing Development Funds (MDF)

Develop demand generation activities, build You can find a list of eligible activities by clicking here.
pipeline, and generate revenue with Marketing
Development Funds (MDF). Take advantage of If you’re new to requesting and claiming MDF, click here for a how-to guide.
MDF to split with us the cost of awareness and
demand generation campaigns and offset your
costs for eligible marketing activities.

APN Branding & Messaging Guidelines

Resources to help you create compelling marketing Each guide covers:
assets that will resonate with your customers. • Guiding principles for APN Partners
• Usage guidelines for AWS and APN logos
• Approved messaging
• Asset examples
AWS Partner Network (APN) Messaging and Branding Guide

• For campaigns that reference AWS.
AWS Co-Branding Guide

• For approved joint marketing activities and campaigns.

CHAPTER 4
APN Training
& Certification

APN Training & Certification

APN Training empowers your teams to build
their competence, confidence, and credibility so
you can accelerate your customers’ adoption of CUSTOMERS SEEK WELL-QUALIFIED
cloud technologies. APN PARTNERS TO ENSURE SUCCESSFUL GROW
BUSINESS TRANSFORMATION YO U R
BUSINESS
• Our business curriculum helps APN Partners
develop customer conversations, build a business
case, position AWS solutions prepare costings and BETTER
AWS TRAINING
bids, and identify ongoing customer opportunities S E R V E YO U R & CERTIFICATION
CUSTOMERS
FOR APN PARTNERS
• Our technical curriculum helps APN Partners
develop technical skills for competent technical
AWS SEEKS CERTIFIED PARTNERS,
delivery and successful customer outcomes RECOGNISED FOR COMPETENCIES,
TO MEET CUSTOMER DEMAND
AWS Certification enables you to showcase and
distinguish your organization’s expertise in order
to strengthen customer confidence. AT T R A C T A N D
R E TA I N T O P
TA L E N T
Learn about the benefits of being
AWS Certified here.
Explore, choose, and access training

What training is available?

APN Partners have access to: Training topics How do I organise training
for myself and my teams?
• Free digital and classroom-based courses designed You can select training based on the solution area
specifically for partners, in public or private sessions best suited to your teams’ roles, as well as by
workload or advisory services.
• Free partner-only webinars, called PartnerCast,
which offer bite-size learning on a range of Topics in the current curriculum for business and
business and technical topics technical audiences include:
• Hundreds of AWS digital training courses at • AWS Foundations

no cost
• Machine Learning on AWS
• Discount on AWS-delivered public training classes
• AWS Public Sector Foundations
• Discount on digital and in-person training
• Containers on AWS
delivered by APN Training Partners
• AWS for Microsoft Workloads
Our dedicated Partner Training team will help you build
• VMware Cloud on AWS
a Training Strategy to support your business goals and
technical needs. • SAP on AWS
• Migrating to AWS Cloud
Contact your Partner Training Manager or Partner
representative today to start a discussion.

How do I organise training?

You can find training for you and your teams in a number of different ways, including:
• Access the Partner Learning Path Tool to • Subscribe to our APN Partner Training and Certification newsletter to receive monthly updates
find recommended learning paths by role on new courses, certifications, and all APN Partner training options
• View the Partner Course Catalog to see the full • Sign up for our weekly PartnerCast webinars
range of course content available for you and
• Access Virtual and Online Training to get AWS Trained, Accredited, and Certified from any location
your teams
• View the APN Regional Course Schedules Contact your Partner Training Manager to discuss a training plan for your organisation.
to register for public classroom, virtual classroom,
Set up your and your team’s accounts:
certification prep classes, and PartnerCast
webinars in your area • To access the full range of training options for APN Partners, individuals in your organization
create their APN account and corresponding APN Learning Account.
• Access discounted training with our
APN Training Partners (Acceleration Program) Explore APN Partner Training and Certification

Training and certification funding

APN provides partner training resources that will In addition to the complimentary Solutions Training for Partners, APN Partners at all tiers are
increase APN Partner’s capacity and capabilities eligible to receive AWS promotional credits to incentivize net new AWS Technical
for the delivery of AWS solutions and products. Certifications and highly discounted training courses through APN Training Partners (ATPs).
APN Partners will gain proficiency in AWS
services through a variety of training avenues. To register for discounted training courses, please click here.
We want to ensure that as you begin to build
and manage your business on AWS, you are
enabled to build, promote, sell, deliver, and
support AWS-based solutions for your
customers.

CHAPTER 5
CHAPTER 5
Programs

APN Partner Programs

APN programs provide partners with further support to grow and succeed.
Below is a handful of examples of the programs on offer:
APN Navigate Program AWS Public Sector Partner Program

Provides APN Partners with a prescriptive path for Enables partners to accelerate their business growth
building an AWS specialty based on industry, services, on AWS through alignment with our public sector
solutions, and workloads. The AWS Navigate Program sales, marketing, partner, and BD teams. Targeted at
includes customized e-learning, tools, and resources Select Tier and above APN Consulting and
for business and technical tracks. Technology Partners with a strong emphasis in the
public sector, including government, education, and
AWS Partner Transformation Program non-profit.
Designed to help APN Partners accelerate their AWS
Cloud adoption journey across their business. The There are also a number of programs dedicated to
program includes a managed assessment of the APN specific APN Partner types. Click below to find out
Partner’s organizational cloud readiness and provides more about these programs:
a customized action plan to address gaps and outline
Consulting Technology
the changes required to transform the partner’s cloud
business – boosting their AWS business potential.

AWS Marketplace
AWS Marketplace is a digital catalog with AWS Marketplace Channel Programs
thousands of software listings from independent The AWS Marketplace Channel enables APN
software vendors that makes it easy to find, test, Consulting Partners to recommend and deliver
buy, and deploy software that runs on AWS. AWS software for their customers to help build and grow
Marketplace is designed for independent software their AWS-based business. AWS Marketplace Channel
vendors (ISVs), value-added resellers (VARs), and Programs enable APN Consulting Partners of all
systems integrators (SIs) who have software products sizes to recommend and deliver software to their
they want to offer to customers in the cloud. APN customers, growing their AWS-based business.
Partners use AWS Marketplace to be up and running in
days and offer their software products to customers We’re building programs to help our ISV partners
around the world. build or migrate a cloud-native channel ecosystem.
The AWS Marketplace Channel Program reduces
Sell in AWS Marketplace channel conflict and makes procurement via a cloud
AWS Marketplace is a sales channel that makes it software marketplace simple.
easy for AWS sellers to offer software solutions that
run on the AWS Cloud. We are focused on building
low-friction tools, and offering powerful business,
technical, and marketing programs to help our
sellers establish, manage, and grow a successful
business on AWS.

CHAPTER 6
Continuing the journey

Take the next step

Use this handbook to maximize the value of Key documents for:
the APN and help you on your AWS journey.
Explore key documents for your partner type • APN Technology Partners
and tier: Registered
Select
• APN Consulting Partners

Registered
Select
Stay up to date:
• Read the regularly updated APN blog and Public Sector blog
• Follow us on Twitter and Facebook
• Read our Partners’ success stories

A P N T EC H N O L O G Y PA R T N E R S
Key documents to get you

started on your APN journey
APN Technology Partners registering with APN The following documents will help you begin your journey:
for the first time should be looking to deeply
How to Build Your Business on AWS:
train staff, and to begin to build an
AWS-based business. • Best Practices for APN Technology Partners
This is the time to become well-versed on AWS, to • AWS Well-Architected Framework and Pillars
embrace all of the AWS training options available to
• Forrester study on building SaaS on AWS
your firm, and begin to define what to achieve as an
APN Technology Partner. • APN blog
You’ll start to build an AWS customer base, and • APN role-based Learning Path Tool
begin to document customer wins. As an APN • Need access to APN?
Technology Partner specifically, use this time to get
your first solution launched in GA on AWS, following
AWS architectural best practices.

APN REGISTERED TECHNOLOGY MEMBER
Key documents
And as a registered Technology Member, these documents will also be useful.
Getting started: Knowledge and skills: Resources:

• A Path to Success – APN Journey • APN Role-Based Learning Path Tool • AWS Competency Benefits Checklist
• AWS Training and Certification Overview • Need access to APN?
How-to’s and guides: • Course catalogue
• APN Guide
Additional content:
• Customer References Record Guide
• APN Customer Engagements
• How to Build Your Business on AWS – Best (APN Partner Terms & Conditions)
Practices for APN Technology Partners
• How-to Guide – APN – Building a Microsite

A P N S E L EC T T I E R T EC H N O L O G Y PA R T N E R
Key documents
APN Select Tier Technology Partners enjoy a Getting started: Programs and training:
range of resources including eligibility for specific • APN Role-Based Learning Path Tool • APN Customer Engagement (ACE)
funding benefits, as well as a number of marketing
opportunities to help you grow your customer base • Training and Certification overview
How-to’s and guides:
on AWS.
• APN Opportunity Management Tool:
Marketing and sales:
We recommend that at the Select Tier, you focus on Managing Opportunities Quick Guide
building expertise in specific areas. Continue to build • AWS Partner Network (APN) Messaging
• ACE Pipeline Manager User Guide and Branding Guide.
a deep bench of AWS trained and certified individuals,
and focus on moving up within APN to continue to • APN Guide Resource:
further differentiate your firm to customers. • APN Partner Deal Acceleration Program
– Project Plan
And as a APN Select Tier Technology Partner, • How-to Guide – APN – Building a Microsite
these documents will prove invaluable.
• How-to Guide – APN – Building Public Case
Studies and Customer References

A P N CO N S U LT I N G PA R T N E R S
Key documents to get you

started on your APN journey
APN Registered Consulting members should be The following documents will help you begin
looking to deeply train staff, and to begin to build your journey:
an AWS-based business.
• How to Build Your Business on AWS:
This is the time to become well-versed on AWS, to Best Practices for APN Consulting Partners
embrace all of the AWS training options available to
• AWS Well-Architected Framework and Pillars
your firm, and begin to define what to achieve
as an APN Consulting Partner. • Training and Certification Overview
You’ll start to build an AWS customer base,

and begin to document customer wins.

A P N R EG I S T E R E D CO N SU LT I N G M E M B E R
Key documents
And as a registered Consulting Member, these documents will also be useful.
Getting started: Programs and training: Additional content:

• A Path to Success – APN Journey • AWS Training and Certification Overview • APN Customer Engagements
• AWS Role-based Learning Path Tool • Sign up to the APN Partner Training and (APN Partner Terms & Conditions)
• Getting started as an APN Consulting Partner Certification Newsletter • Need access to APN?
• APN Regional Partner Training Courses
How-to’s and guides: Resources:
• Create your individual training profile
• APN Guide • AWS Competency Benefits Checklist
• Building Blocks for Developing Essential AWS

Technical Skills: A Self-Study Guide for APN
Consulting Partners
• How-to Guide – APN – Building a Microsite

A P N S E L EC T T I E R CO N S U LT I N G PA R T N E R S
Key documents
APN Select Tier Consulting Partners enjoy a Getting started: Programs and training:
range of resources including eligibility for
• APN Role-based Learning Path Tool • APN Customer Engagement (ACE)
specific funding benefits, as well as a number of
marketing opportunities to help you grow your • Training & Certification Overview
How-to’s and guides:
customer base on AWS.
We recommend that as an APN Select Tier Partner, Managing Opportunities Quick Guide Marketing and sales:
you focus on building expertise in specific areas.
• APN Guide • APN Marketing Tools
Continue to build a deep bench of AWS trained and
certified individuals, and focus on moving up within • Building Blocks for Developing Essential AWS
APN to continue to further differentiate your Technical Skills: A Self-Study Guide for APN Resources:
firm to customers. Consulting Partners • APN Partner Deal Acceleration Program
• Customer References Record Guide – Project Plan
And as an APN Select Tier Consulting Partner,
these documents will prove invaluable. • How-to Guide – APN – Building a Microsite • APN Support Article – APN Badge Manager
• How-to Guide – APN – Building Public Case • Consulting Partner GTM Deck
Studies and Customer References
• How-to Guide: Building an
Architectural Diagram

Appendix:
APN resources

List of resources
For simplicity and clarity, we’ve aimed throughout this guide to steer you towards a selection of the most helpful and relevant resources.
Overall, there are a large number of APN resources and the list is constantly growing. We present a current list of all known and approved resources below.
• APN Partner Deal Acceleration Program – • How-to-Guide – APN – Building Public • Top 5 Things to know: 1. You can now
Project Plan Case Studies and Customer References access our library of free AWS Digital Training
• APN Customer Engagement Program (ACE) • How-to-Guide – APN – Preparing • Top 5 Things to know: 2. Updated APN
Architecture Diagrams Learning Paths + New Path for AWS
• APN Customer Engagements (APN Partner
• Need access to APN? Business Professional
Terms & Conditions)
• Need to create your training profile? • Top 5 Things to know: 3. Updated APN
Learning Paths + New Path for AWS
Managing Opportunities – Quick Guide • AWS EMEA Partner Marketing Guidelines Technical Professional
• AWS Marketplace • APN Partner Solution Finder (PSF) User Guide • Top 5 Things to know: 4. Updated APN
• AWS Marketplace Seller • Building Blocks for Developing Essential Learning Paths + New Path for AWS
Go-To-Market Program AWS Technical Skills: A Self-Study Guide for Professional Services
• How to Build Your Business on AWS: APN Consulting Partners • Top 5 Things to know: 5. AWS Role-Based
Best Practices for APN Consulting Partners • APN Partner Learning Plan and AWS Speciality Certification
• How to Build Your Business on AWS: Learning Paths
• AWS Training and Certification Overview
Best Practices for APN Technology Partners • Resources to Sell Training:
• AWS Competency Benefits Checklist
• How-to-Guide – APN – Building a Microsite Customer Success Stories
• How to find the right training solution
• The AWS Podcast

List of resources (continued)

AWS Overview AWS Solutions AWS Partner Network
• What is Cloud Computing • Websites and Web Hosting • AWS Partner Network
• Types of Cloud Computing • Development and Test • AWS Partner Directory
• Choosing a Cloud Environment • Backup and Recovery • AWS Partner Programs
• About AWS • Data Archive • AWS Public Sector Partner Program
• AWS Global Infrastructure • Disaster Recovery
AWS Professional Services
• AWS Data Centres • Big Data
• High Performance Computing • AWS Professional Services
AWS Products and Services • AWS Cloud Adoption Framework
• Internet of Things
• List of all AWS Cloud services • Financial Services
AWS Pricing
• AWS Marketplace • Health
• AWS service documentation • AWS Pricing Overview
• Life Sciences
• AWS Government Partners • Pricing for each service
• Genomics
• AWS Public Sector Blog • AWS Economics Center
• Business Applications
• Public Sector Customers • Cost Optimisation
• DevOps
• AWS Simple Monthly Calculator
• Serverless
• AWS TCO Calculator


AWS Billing AWS Support AWS Case Studies
• AWS Cost Management • AWS Support Tiers • AWS Case Studies
• AWS Billing and Cost Management • Support Knowledge Center • Public Sector Case Studies
• Consolidated Billing • AWS Trusted Advisor
Procurement
• Cost Explorer
AWS Training and Best Practices • How to Buy Cloud
• AWS Budgets and Forecasts
• AWS Training and Certification • AWS Public Sector Contract Center
AWS Security and Compliance • AWS Architecture Center • 10 Considerations for a Cloud
• AWS Security Center • AWS Quick Starts Procurement Whitepaper
• AWS Shared Responsibility Model • AWS Test Drive • Smart Cloud-Native Policy Whitepaper
• AWS Security Features • How to Buy Cloud Computing Services
Industry Analysis for your Agency (Webinar)
• AWS Compliance
• AWS Data Privacy • Analyst Reports
• Access Control • IDC Report: Quantifying the Business
Value of Amazon Web Services
• AWS Security Blog
• IDC Marketscape: Worldwide
Infrastructure as a Service 2017
Vendor Assessment


AWS Legal Additional Resources AWS Whitepapers
• AWS Customer Agreement • AWS Blog • AWS Whitepapers
• AWS Service Terms • AWS Discussion Forums • Overview of AWS Whitepaper
• AWS Acceptable Use Policy • What’s New from AWS • Security Resources and Whitepapers
• AWS Trademark Guidelines • AWS YouTube Channel • Introduction to AWS Security Processes
• AWS Site Terms • AWS Twitter Feed • AWS Compliance Whitepapers
• AWS Privacy Policy • AWS on SlideShare • AWS Risk and Compliance Whitepaper
• AWS Tax Help • Events and Webinars • AWS Storage Services Overview
• An E-Book of Cloud Best Practices • Backup and Recovery Approaches
Using AWS
49 AP N PART N ER HA N D B O O K – H O W T O B UI L D , MA R K E T , AND S ELL WITH AWS PARTNE R NETWO RK (AP N)

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HOME FAQs INTRODUCING APN THE VALUE OF APN MARKETING WITH APN APN TRAINING & CERTIFICATION PROGRAMS

APN Partner Handbook

April 2020 v1.0

Navigating the same journey

This handbook is your all-in-one, definitive guide to accessing business,

2 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

• How do I access Marketing Development

3 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

4 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

The goal of APN

• Invest significantly in their AWS practice

5 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

What are the benefits of APN?

6 AP N PART NER HA N D BO O K – H OW TO B U I L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

How is APN structured?

Click here for benefits and tier requirements.

7 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

What APN Tier is right for you?

As an APN Advanced Tier Technology Partner, you

APN Advanced Tier Technology Partner is the highest

8 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Select Tier

9 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Advanced Tier

10 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

What APN Tier is right for you?

11 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Select Tier

• Use of APN logo in marketing materials • AWS Service Delivery Program

12 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Advanced Tier

13 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Premier Tier

Once you obtain APN Premier Tier Consulting Eligibility for:

14 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Partner success story

Learn more about Accenture’s journey here

15 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Partner success story

Read about BlazeClan’s ongoing successes

16 AP N PART N ER HA N D B O O K – H OW T O B UI L D , MA R K E T , AND S ELL WITH AWS PARTNER NETWO RK (AP N)

APN Partner success story

17 AP N PART N ER HA N D B O O K – H O W T O B UI L D , MA R K ET , AND S ELL WITH AWS PARTNE R NETWO RK (AP N)

The Value of APN

18 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

Helping partners be more profitable and productive

19 AP N PART N ER HA N D B O O K – H O W T O B UI L D , MA R K E T , AND S ELL WITH AWS PARTNE R NETWO RK (AP N)

Joint success Innovation

20 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K ET, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

The value for different APN Partners

21 AP N PART NER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

Marketing with APN

22 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

Marketing with APN

Differentiate your brand Grow your footprint

Build awareness Evolve your story

23 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Marketing Central

24 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

25 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)

APN Customer Engagements Program

You can submit opportunities today in the APN Customer

26 AP N PART N ER HA N D BO O K – H OW TO B UI L D, MA R K E T, AND S ELL WITH AWS PARTNER NET WO RK (AP N)