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Partner Migrations

Indonesia

Sean Saunders and Dhiraj Garg


July 2022

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Agenda
• Introduction and selling migrations (9:00 -10:00 am)
• Migrations and Modernisation at AWS
• Market observations
• Dispelling myths
• Pitching to different profiles
• How to identify large scale migrations and qualify an opportunity
• AWS Support and AWS Programs (10:15 – 11:30am)
• Migration Acceleration Program (MAP) and AWS Partner Funding Programs
• How to leverage support of AWS
• Selling Migrations in practice (11:45am – 12:30pm)
• Delivering a FCD

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Introduction and selling
migrations

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Migrations and
Modernisation at AWS

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Migrations at AWS

“Migrations are a top


strategic priority, next
only to the security
and operational Andy’s
performance of the Message
AWS platform.”
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Growth of AWS Partner Attached Large Migration Wins

MAP
Partner
Funding
Launched!

2017 2018 2019 2020 2021

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2022 IDC Report – APAC
Surveyed 15 organisations across APAC running enterprise-level workloads on AWS and found the
following Operational Resiliency and Business Benefits of Using AWS

81% faster 26% higher 49% fewer $22.04M


to deploy new developer unplanned higher revenue per
compute/ storage productivity outages organization per year

29% more 23% faster 69% less staff 89% less


efficient security to make changes/ time to deploy new lost revenue due to
teams updates to applications compute/storage unplanned downtime

Links:

• https://pages.awscloud.com/rs/112-TZM-766/images/IDC-Business-Value-of-AWS-APAC-Whitepaper.pdf

• https://pages.awscloud.com/rs/112-TZM-766/images/IDC-Business-Value-of-AWS-APAC-Infographic.pdf

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Modernisation accelerates cloud value

Cost savings (TCO) Staff productivity Operational resilience Business agility


Serverless Containers Managed Data Managed Analytics

39% 80% 13% 20%

Reduction in IT Increase in virtual machines Reduction in time to resolve Reduction in time to


infrastructure spend managed per admin security incidents deploy to features

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Market observations

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Observations from Indonesia market - Migrations
• Very large conglomerates with multiple subsidiaries operating independently
• Cloud adoption is at very small scale with some exceptions
• Customers are heavily invested in Data Centers and Legacy hardware
• Customers don’t want to do big bang migration but want to start very small
• Most Customers want to start with only Dev Test environment
• Heavy dependency on local execution partner despite having large in-house
teams
• Extremely price sensitive market and on-premises costs are super low resulting
in difficult to justify business case

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Additional Observations
• Customer have mandate to adopt cloud to demonstrate technology edge in
the market ahead of compeition
• Many customers have their own subsidiary who wants to be their IT arm
providing cloud services and shared services to all other subsidiaries.
• Customer decision process is longer 3-6-9 months before finalizing the target
workloads to start migration
• There is lot of internal selling with customer’s organization – IT selling to
business and other functions who don’t want to change what's working
• Large traction in FSI, Retail and Manufacturing
• More observations ..... (from the audience)

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Customers know ....What
they know !
Show them the possibilities
with AWS cloud .. !
Bring Elements of Help them realize Help them Break free
Modernization in all value of Data using from expensive
discussions AWS tools for AI/ML License spend

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Listen for “trigger events” as a migration opportunity

IDC July 2020 Whitepaper: Navigate Disruption and Drive Positive Business Outcomes with Cloud Migration

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Dispelling some myths

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Myth 1

Myth:
Migrations are about a customer making a “big bang” or “all-in” decision

Reality:
AWS guidance when it comes to migrations is “Think Big, Start Small’
We think about migrations as a key component of a customer’s cloud journey
and each customer approaches that journey differently. AWS’ migration
methodology is built around best practice we have observed through
thousands of migrations but needs to be tailored to the customer and the
customer objectives

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Migration Sales Mindset

• Understand what is important to your customer


Think Big • Build trust with the CXOs
• Sell solutions not just a service

• Propose a business case for the migration


Start Small • Execute a proof of concept (POC)
• Migrate a strategic workload

• Build a plan as #Oneteam


• Drive engagement with functional or business
Bias for unit stakeholders
Action • Deliver your version of “Migrations to AWS
First Call Deck”
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Myth 2

Myth:
Migrations are just lift and shift

Reality:
We have a broad definition of migrations which includes modernisation and we
recommend that customers undergo a thorough assessment and build a
business case that assesses applications against the 7 Rs
Pure rehosting projects are hard to sell from a business case perspective

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Broad Definition of Migration & Modernization Projects
Determine
Docker / vMotion
configuration

Install Config Deploy

Use Migration
Automate Tools

Determine
Discovery Assess / Migration
Prioritize Path Validation Transition Production
Replatforming
(Lift & Reshape)
Determine Modify underlying
new platform Infrastructure

Retain /
Not Moving
Purchase COTS/ Manual Install
SaaS & licensing & Setup
Retire /
Decommission Redesign
Application/ App Code Full ALM / Integration
Infrastructure Architecture Development SDLC
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Myth 3

Myth:
To get migration funding and support from AWS you need a customer
committed to a migration with a plan and well-articulated scope
Reality:
Our funding programs are specifically designed to invest in pre-sales activity,
prior to any customer commitment or clear scope
AWS is available to support and help you qualify migration opportunities and
then advise on the level of funding available for that opportunity

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Myth 4

Myth:
Migrations is an IT discussion and decision

Reality:
Increasingly we are seeing lines of business drive decisions around migration
and modernisation. It is important to be engaging and pitching the business
value of migration and modernisation more broadly than IT stakeholders.
We have supporting materials targeted at different profiles (e.g. CFO, CMO)
and mechanisms such as EBCs to unlock these discussions

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Myth 4

Myth:
AWS Migration Acceleration Program does not support conglomerates or
group companies
Reality:
We can combine multiple Master Payer Accounts and affiliate entities under
one MAP agreement

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Pitching migrations to
different profiles

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Organizational drivers for cloud migration &
modernization

Agility and Data driven organization, Improved security and Cost


staff productivity Faster insights operational resilience reduction

Data center exit/ Going global quickly, Digital transformation & Next Gen tech
consolidation outsourcing, M&A Enterprise Modernization (e.g. AI/ML)

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Position Business Value of cloud, go beyond cost savings

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How CxO personas thinking priorities ?

CEO CFO CIO

New customer Scale globally Cost IT vendor Application Security and


Acquisition quickly, M&A reduction consolidation modernization compliance

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How to position value of cloud adoption to these
personas ?
Sell this:
• Cloud business value beyond cost savings → Agility, Efficiency, Resilience
• Modernization while migrating → going cloud native
• Leverage AI/ML and Data Analytics → customer experience
• Reduction in complexity → ease of management
• Improved Automation, Security, Monitoring and Compliance

Not this:
• Cost savings alone
• Lift and shift migration

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How to qualify an
opportunity

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Details to start building an opportunity
• Size of environment
• How many applications does the customer have? What are their top 5 critical applications on-prem today?
• Approximately how many on-prem servers are they running on? Can we get an inventory list (i.e. an output from their
CMDB)?
• How many DC or co-lo facilities are they using?

• Compelling events
• Are they considering any HW refresh / Capex investments in the coming months? Could be a refresh or an investment due to
business growth
• Do they have any co-lo contract up for renewal or do they want to shut down one or more of their on-prem DCs?
• Do they have a Microsoft EA, VMware ELA, Oracle license agreement or other key software licences up for renewal?
• Do they have any specific cost pressures on their business or directive to cut IT expenditure (from C-level or Board)?

• Cloud fluency
• Are they using any AWS services today?
• Do they have a relationship with any other cloud providers?

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Business data-points needed to qualify an opportunity

• What are the business outcomes the customer wants from this
1 opportunity? Any specific KPI or Goal?
• Does the customer have a compelling event or a specific business
2 driver for the migration?
• Does the customer have an environment that is large enough to
3 grow to a large-scale migration?
• Does the opportunity have a customer Executive Sponsor? Is this the
4 decision-maker and if not, who is?

5 • What are the customer’s priorities / opportunities / challenges?

• Are there any important stakeholders (decision makers) that are not
6 aligned? Are there any gaps in key relationships?

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AWS Support and AWS
Programs

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Migration Acceleration
Program (MAP) and AWS
Partner Funding
Programs

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Migration Acceleration Program (MAP)

AWS and
Migration AWS Partner Tools AWS
Methodology Partners

AWS
AWS AWS Professional
Investment Training Services
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Proven migration and modernization customer journey

ASSESS MOBILIZE MIGRATE & MODERNIZE

Migration Evaluator
Rapid migration business case
(RMBC) Migrate

Discovery and Business Migration Landing


planning case plan Zone
Rapid discovery TCO report

Accelerators Operate

Security & Operating Migration Skills / center Modernize


Briefings & Immersion
compliance model experience of excellence
workshops day

CREATE A CASE FOR ACCELERATE MIGRATION AT


MOBILIZATION THROUGH EXPERIENCES
CHANGE SCALE

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Standard MAP Partner Funding Benefits
ASSESS MOBILIZE MIGRATE & MODERNIZE

$1:$1 match on the cost


Large
Migrations Up to $60K USD cash of the Mobilize Project
Up to 25% of post migration
MAP
for AWS Partner delivered Plan, up to 40% of post
$500K+ ARR in cash or credits
ARR
Assessment migration ARR (max of
$400K) in cash

MAP Lite Assess & Mobilize ARR: $250K - $500K


MAP $1:$1 match of the cost of
Lite Up to $15K USD cash the Mobilize Project, up to Up to 15% of post migration
<$500K for AWS Partner delivered ARR in cash or credits
ARR 20% of post migration
Assessment
ARR in cash
Note:
MAP Lite Migrate & Modernize Funding is not subject to $250K annual recurring revenue (ARR) minimum requirement.
MAP Partner Cash is capped at the cost of the SOW/Project Plan for the Assess, and Migrate & Modernize Phase
.

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Additional Incentives for Migrate & Modernize
BY WORKLOAD, NO MINIMUM SAP
ARR REQUIREMENT.
From Commercial DB +50% Of incremental
ARR from SAP3,4

Of incremental

From Non-Commercial DB +25% ARR from eligible


DB&A Services2

Windows workloads Of incremental


+10% ARR from eligible

+5% Of incremental DB&A Services2


Windows ARR1

BY CUSTOMER SEGMENT Specialized incentives may be subject to


AWS Partner Use Case / Workload
Private Equity Competency or Service Delivery
Designation for all deal sizes
+10% Of incremental ARR
for select Private
1 Available if an Optimization and Licensing Assessment is completed
Equity backed
2 Commercial is defined as: any third-party database engine, data warehouse, or analytics offering for which you have
customers2 paid a fee for use rights, enhancements, maintenance, or support for that third party offering.
3 PE migrate & SAP cannot be combined with additional workload incentives
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4 SAP workloads are SAP on premise software packages that are operated in the customer, solution provider, or

distributor account on AWS


MAP for Databases – Simplified Customer Experience

Commercial
DB Source Commercial
On-Prem EC2
All
AWS Database
& Analytics Services
(incl. RDS for Oracle,
Non- RDS for SQL Server)
Commercial
DB Source Non-Commercial
On-Prem EC2

• Commercial is defined as: any third-party database engine, data warehouse, or analytics offering for which you have paid a fee for use rights, enhancements,
maintenance, or support for that third party offering.

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AWS Partner Eligibility for MAP Partner Funding
Benefits increase with AWS Differentiation Program Enrollment (Competency or Service Delivery)

AWS Services Path Partner with the Migration


Large Migrations >=$500K ARR Competency or relevant Use Case / Workload
Competency or Service Delivery Designation2
Migrate & Modernize Phase or Distribution Partner Path1

AWS Services Path Partner with the


Migration Competency or relevant Use
Assess & Mobilize Phases
Case / Workload Competency or Service
Delivery Designation2

AWS Partner at Validated or higher


MAP Lite <$500K ARR
Stage on the Services or
Migrate & Modernize Phase Distribution Partner Path1
15% Baseline
Notes:
1. Distribution Partner or Solution Provider eligible for credits only
2. Refer to the full list of Competency or Service Delivery Eligibility by Specialized Workload in the AWS Partner Funding Program Guide
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On a case by case basis MAP Partner funding may be approved for AWS Partner originated opportunities where the AWS Services Partners
completed a Migration Capability Review (MCR) in the past 12 months with executive commitment at the AWS Partner to apply for the Migration
Competency Services.
Large Migration $500K+ Example
Scenario: Customer wants to close down three data centers but needs leadership
alignment to fund the project. Expected ARR should be over $2M.

Assess Phase: Mobilize Phase: Migrate & Modernize Phase:


AWS Partner receives $60K AWS Partner Mobilize project MAP Win Recognized!
in Assess funding to develop cost is $900K. Mobilize will Customer accepts MAP 2.0
a Business case so Customer fund a $1:$1 Match up to 40% Terms for migrate &
Executives will commit to a of the expected ARR (capped modernize phase. 25%
migration. Assess estimates at $400K). AWS Partner credits are disbursed
$2M ARR. receives $400K to set-up quarterly based on actual
landing zones, operating revenue growth.
models and a pilot migration.

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MAP Lite <$500K Example
Scenario: Customer wants to re-factor an application on AWS. Estimated ARR is
between $350K-$450K.

Assess Phase: Mobilize Phase: Migrate & Modernize Phase:


AWS Partner receives $15K AWS Partner Mobilize project AWS Partner in Solution
in Assess funding to develop cost is $140K. Mobilize will fund Provider Program pre-
perform a discovery and a $1:$1 Match up to 20% of the approved for 15% in credits
determine impact and cost, expected ARR. AWS Partner
and delivers assess analysis receives $70K to set-up landing
report to customer. Assess zones, operating models and a
estimates $350K ARR. pilot migration.

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Staggered MAP 2.0 Migration Scenarios Assess Mobilize
Migrate &
Modernization

MAP Investments
Scenario 1 Business Unit 1 from AWS

Enterprise Apps Bucket Up to 25%


1 $1M Up to $60k
Up to
40% In MAP Partner $710,000
Critical Business Apps Migration ARR Cash

Scenario 2 Business Unit 2

Database
$2.5M
Up to 25% in
Modernization Up to $60k
Up to MAP Partner Cash,
$1,360,000
40% +25% Commercial
$1.1M Aurora ARR Migration ARR Database MAP Partner Cash

Enterprise Apps Bucket


3 $2M Up to $60k
40%
Up to Up to 25%
in AWS Credits
$960,000
Prod Datacenter 2 Migration ARR

Up to 25%
Enterprise Apps Bucket 4
Call Center Modernization
$1M Up to $60k
Up to
40% in MAP Partner $710,000
Migration ARR Cash
Scenario 3 Business Units “3, 4, & 5” $3,030,000

Up to 25%
Consolidated Workloads
Across multiple BUs
$1M Up to $60k
Up to
40% in MAP Partner $710,000
Migration ARR Cash

Q1 Q3 Q4 2023 - $4,450,000
2022 2022 2022 2024

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Required Technical Deliverables for Claim

ASSESS MOBILIZE MIGRATE & MODERNIZE

Migration Experience
Migrate
Validation for each
Pattern • Migration plan per pattern(s)
validated in Mobilize
Migration and
Success Criteria Definition • Milestones and ARR estimates
Discovery Modernization TCO Report
Patterns
Operate

• Hand over process


• Implementation of Operating Model
• Business Continuity / Disaster
Recovery
Success Criteria Well-Architected
Assess Analysis Report Review (WAR) Modernize
Report

DISCOVER AND DEFINE MIGRATION AND MODERNIZATION MIGRATE AND MODERNIZE AT


PATTERN FUNCTIONAL VALIDATION SCALE
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MAP Credit Disbursement Structure
Large Migrations $500K+ ARR
MAP Lite Migrations <$500K ARR
MAP 2.0 Credits

→ 25% of credits are applied to → Customer, SPP, or Distributor accepts


the account after credits are MAP 2.0 Terms
approved
→ Enable Cost & Usage Reporting (CUR)
75% of credits are applied to
→ the account after customer
attests to migration project
→ Leverage the Migration Hub and tag map-
migrated workloads
completion through customer
sign-off submission
→ Credits automatically applied to account
quarterly in arrears

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MAP Cash Disbursement Structure
Assess, Mobilize, MAP Lite Migrate & Large Migrations $500K+ ARR Migrate
Modernize Phases & Modernize Phase

→ AWS Partner paid upon project → AWS Partner submits a milestone schedule,
completion where cost is tied to the percentage of work
completed, along with an estimated potential
post migration ARR and revenue ramp aligned
AWS Partner Submits to timing in the SOW Milestones
→ Customer Sign-off Template
within 30 days after Project → Enable Cost & Usage Reporting (CUR)
Completion → Leverage the Migration Hub and tag map-
migrated workloads

AWS Partner submits a claim upon completion


→ of the milestone, along with customer sign-off,
and AWS will validate revenue against the
estimate provided in the Milestone Schedule
during funding pre-approval1
© 2022, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Confidential and Trademark. 1 In the event that Revenue is <90% of expected, the MAP Partner Cash Risk Mitigation process will be implemented.
AWS Partner Proof of Concept (POC) Funding
What is a POC?
Proof of concepts (POCs) are small scale projects for customers that have not fully committed
to adopting AWS. A POC is meant to determine the feasibility of the AWS solution and verify
that the solution will function as envisioned. The expectation is that the customer will commit
to using AWS for the migration/additional service if the POC is successful.

AWS Partner Eligibility


AWS Partner at Validated Stage or higher on the Software, Services, or Hardware Partner Path

Funding Available
Up to 10% of Year 1 ARR (max $25K, capped at cost of SOW/Project Plan)

Payment
Cash paid at project completion | Credits issued upfront
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Funding Submission Process

PARTNER SUBMITS
AWS QUALIFIES AWS PARTNER AWS FUNDING AWS PARTNER INVOICE IN
OPPORTUNITY SALES MANAGER TEAM APPROVES FINISHES AMAZON PAYEE
FOR MAP APPROVES MAP REQUEST4 PROJECT CENTRAL
REQUEST

Start 1 2 3 4 5 6 7 8 9 10 11 End

AWS PARTNER AWS PARTNER QUALIFIED PARTNER AWS PARTNER AWS PARTNER SUBMITS AWS PARTNER
SUBMITS SUBMITS FUND SOLUTION ARCHITECT BEGINS CLAIM WITH CUSTOMER MILESTONE
OPPORTUNITY REQUEST IN APPROVES PROJECT SIGN-OFF & REQUIRED /PHASE
THROUGH ACE1 APFP2 SOW/PROJCT PLAN TECHNICAL PAYMENT SENT
DELIVERABLES5

1 For large migrations >$500K ARR, MAP BD qualification of deal / supporting MAP Partner Funding and Migration Program Creation must be performed
by AWS if not already completed in the earlier phases.
2 APFP facilitates MAP Partner Cash requests, as well as AWS Partner Originated MAP Credit Requests.
3 AWS Originated – Partner Supported credit requests are initiated and the process is owned by the AWS Account Manager. AWS Sales Manager is

responsible for credit approval in AWS Investments tool.


4 Assess Claims require the Assess Analysis Report, Mobilize claims require the Mobilize Success Criteria Report and WA-R Report.

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How to leverage support
of AWS

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Engagement with AWS Starts in Partner Central

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Select the MAP Campaign in Opportunity Submission
Using AWS Customer Engagement (ACE) Program

Migration
Acceleration
Program

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AWS Competency Program
Highlight AWS technical expertise and specialization to differentiate AWS Partner’s business

The AWS Competency Program


provides AWS Partners a
significant opportunity to
demonstrate your expertise to Data & Storage
customers

The AWS Competency Program is


a crucial vehicle by which AWS
endorses AWS Partners –
highlighting
AWS Competency Partners to AWS
customers and internal sales teams

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AWS Service Delivery Program
Highlight AWS service expertise and differentiate AWS Partner’s business

The AWS Service Delivery Amazon RDS including Amazon Connect


Program is a validation Aurora

program that identifies


and endorses AWS Amazon Redshift AWS Lambda

Partners with customer


experience and a deep
Amazon EC2
understanding of specific Amazon DynamoDB for Windows
AWS services Server

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AWS Migration Ambassador
Earn a badge and a t-shirt

Video - link

Course - link

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AWS Partner Training: Business & Technical Migration
AVAILABLE ON AWS SKILL BUILDER

In this course, you will learn about the value proposition


for migrating to the AWS Cloud and how to build a
Duration : 2 Hours migration practice with AWS. LINK

In this course, you will explore the three types of


analyses that pull together the business case for moving
to AWS – business value analysis, directional business
case, and detailed business case. LINK

This course provides AWS Partner solutions architects


with best practices for applying and executing migration
readiness assessment and planning activities. LINK

In this course, you will learn advanced technical best


practices that you can use to migrate large-scale
workloads to the AWS Cloud. LINK

In this course, you will learn the best practices to adopt


as an advanced migration and modernization seller with
Amazon Web Services (AWS). LINK

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© 2022, Amazon Web Services, Inc. or its affiliates. All rights reserved.
AWS Partner Marketing Central Migration Campaigns
3 Migration Campaigns currently available in 10
languages for AWS Partners to co-brand and customize
in AWS Partner Marketing Central:
• Migrate to Modernize
• Cloud Migration
• Accelerate Your Cloud Migration (SMB)
Customizable asset templates included:
• Email Templates
• Landing Page Templates
• e-Book Templates
• Webinar Deck Template
• Case Study Template
• Solution Brief Template
• Web Banner Ad Templates
• Messaging/Copy Blocks
• Social Media Kit - Facebook, LinkedIn, Twitter posts

© 2022, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Confidential and Trademark.
How to access Migration Marketing Campaigns

→ → →

Once on the Campaigns page, please


use the Language filter to select the
appropriate language and select
Cloud Migration from the Solutions
drop down to pull up all currently
available Migration Campaigns:
Migrate to Modernize, Cloud
Migration, Accelerate Your Cloud
Migration

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Next Steps

today Learn more about Migrations and MAP

Identify your top five customers where you plan to


tomorrow propose a migration to AWS. Submit the opportunity
in ACE to engage a Partner Sales Manager

this week Engage with your Partner Development Manager to


plan for achieving your migration goals in 2022

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Thank you!
Questions and feedback?

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reserved. Amazon
and Trademark.
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