AUGUST 2017 | VERSION 1.0

AWS APN Partner Opportunity Management Program APN Opportunity Submission and Management Guide

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Contents Introduction .............................................................................................................................................. 2

APN Lead and Opportunity Management Program ................................................................................ 2

Opportunity Management Tool ............................................................................................................... 2

Tool Permissions................................................................................................................................... 3

Which opportunities should I submit for AWS review? ...................................................................... 3

Qualification Criteria ............................................................................................................................ 3

Opportunity Submission Process ............................................................................................................. 4

Create and Complete Opportunity Submission Form ......................................................................... 4

Submit to AWS for Review ................................................................................................................... 7

Await and Act ....................................................................................................................................... 8

Opportunity Management ..................................................................................................................... 10

Sales Stages ........................................................................................................................................ 11

Renewals ............................................................................................................................................. 12

Resources ................................................................................................................................................ 12

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Introduction This guide provides guidance for submitting and managing opportunities through the Opportunity

Management Tool in Partner Central . Included is an introduction to the APN Lead and Opportunity

Management Program, details about the Opportunity Management Tool and a step by step process for

submitting and managing opportunities.

APN Lead and Opportunity Management Program The APN Lead and Opportunity Management Program is designed for APN Partners who bring net-new

opportunities to AWS1 and is meant to help increase alignment between AWS Sales and APN Partners,

provide a platform and mechanism for APN Partners to manage their pipeline of customers on AWS

services and improve reporting both for APN Partners and AWS of their performance.

The program is meant to enable all APN Partners (Registered through Premier) to manage and track

their pipeline of customers on AWS services through the Opportunity Management Tool in the APN

Portal. However, Standard through Premier APN Partners will be eligible for increased AWS support. No

referral fees or awards are provided in connection with this program.

Opportunity Management Tool The Opportunity Management Tool (previously known as the Opportunities Submission Tool) in Partner

Central includes an updated Opportunity Submission Form, now composed of three sections: 1) End

User Information, 2) Opportunity Information and 3) Opportunity Management with new fields, features

and improved functionality.

A key new feature is the tool is no longer limited to submitting opportunities to AWS, we’ve improved

it’s functionality to allow you to view and edit or modify your opportunity submission after it’s been

submitted to AWS for review.

AWS will be reviewing all opportunities you submit, and those that are reviewed and are determined to

be AWS qualified will appear as “Stage” qualified with “Status” Approved in the tool.

At this stage, you will have the ability to edit select fields (Next Steps, Stage, Target Launch Date,

Closed Lost Reason (If stage is Closed Lost), Expected Monthly AWS Revenue and AWS Account ID)

within the Opportunity Submission Form. Updates made to those fields will be visible to AWS and are

1 AWS includes AWS Inc and its affiliates, as applicable to APN Partners. For India, Amazon Internet Services Private Limited (“AISPL”) is the local seller of AWS services in India. New APN Partners located in India must sign up with AISPL for availing AWS services and any associated benefits. AISPL administers the APN Opportunity Management Program and its benefits for such partners in India.

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meant to align your sales cycle with AWS and improve how both you and AWS manages and reports on

opportunities submitted through the Opportunity Management Tool.

Tool Permissions Another functionality available is the ability to grant user permissions for the Opportunity Management

Tool to select individuals in your firm. This is in effort to limit visibility of opportunities to only those

selected at the discretion of the Alliance Lead (administrator of Partner Central).

To add users to the tool: 1. Log in to Partner Central 2. Select "View My APN Account" from left navigation 3. Scroll down to “Manage Opportunity Registration Users” 4. Search and Select desired individual from the list of “Available Users”

Note: The individual at your firm must be a Partner Central user within your company. Are they not already? Share this link: APN Portal Self-Registration .

Which opportunities should I submit for AWS review? The Opportunity Management Tool is not a mechanism to engage in joint prospecting or joint selling

with AWS. All opportunities you submit through the Opportunity Management Tool should be valid,

thoroughly prospected/qualified and actively pursued. Before you submit an opportunity, you are

responsible for obtaining the customer’s consent for you to share their information with AWS and for

AWS to contact the customer for marketing purposes. We’ve established criteria of what defines a

qualified opportunity on AWS, which is generally as follows:

Net-new AWS Business: Opportunity is not being pursued on AWS cloud

o An “AWS Opportunity” is in reference to a new AWS customer or efforts to further

expand the use of AWS cloud for existing customers (new use case, workload)

Significant pre-sales efforts: Clearly defined end-customer needs, pain points and what the APN

Partner is proposing to solve

Qualification Criteria AWS will be closely reviewing the information and details you provide in the Opportunity Submission Form to evaluate whether we believe your opportunity meets the criteria to be considered AWS

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qualified. Overall we are looking for an opportunity to be net-new on AWS cloud and demonstrate significant pre-sales efforts, the information we will specifically expecting in a submission is as follows:

Clear description regarding pain points, customer need and what the APN Partner is solving: Identified the business drivers for the effort, project goals and measurement criteria to determine success.

Expected Monthly AWS Revenue: Identified the expected AWS monthly recurring revenue post launch

Products: Identified the initial products that are used to develop, maintain or support the solution.

Define technology stack: Identified the software applications and tools used to support the solution.

Specific department or subsidiary: Identified the department or division within the end customer where the solution will be used or managed.

Additional parties involved (AWS or APN Partners): Identified participating APN Partner organizations.

Projected timeline: Identified sales cycle and the project timeline.

Identified Project Owners: who will be working the opportunity and/or group of decision makers.

Opportunity Submission Process Anytime you have an opportunity you can demonstrate has been thoroughly prospected and ready to

move forward, initiate the process of submitting the opportunity to AWS for review and qualification.

To submit a new opportunity, follow the steps below

Create and Complete Opportunity Submission Form Navigate and log in to the Partner Central and create a new Opportunity Submission Form:

1. Select "Opportunities" from the main navigation menu 2. Click “Add New” 3. Fill in all applicable fields

Important: Not providing details for all required fields will prevent you from submitting an opportunity, however, filling out all required and not required fields does not automatically grant you an AWS qualified opportunity. It’s important to submit a detailed opportunity to the Opportunity Management Tool because opportunities submitted with minimal information will most likely result in AWS disqualifying your opportunity.

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To guide you in providing a complete submission, we’ve broken down the first two sections of the Opportunity Submission Form and included additional information for certain fields.

Industry Vertical of the end customer: Education, Energy& Utilities, Financial Services,

Government, Manufacturing, Non-Profit Organization, Other, Software & Internet,

Telecommunications. Additional contract information will be requested if Education or

Government is selected as the industry vertical.

End Customer's AWS Account ID

(if known or available)

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Project Description/ Business Need: If you recall, a qualified opportunity on AWS services sis one that demonstrates significant pre-sales efforts and is net-new business for AWS. Only some of that information can be captured through the specific fields included above. For that reason, please leverage the “Project Description/Business Need” field to provide the thorough details we are looking for. For a refresher, see Qualification Criteria.

Use Case: Select the use case that most reflects your opportunity. Although ‘Marketplace’ isn’t necessarily a use case, at the moment it’s the only data point we have to capture and route APN Partner opportunities for the AWS Marketplace. Note, this specifically refers to an ISV with an opportunity for an end-customer to purchase their software currently listed in the AWS Marketplace, or Consulting Partners looking to architect/implement a solution for an end-customer in the AWS Marketplace. This is not a mechanism to apply to be a seller on the AWS Marketplace, click here for AWS Marketplace onboarding information.

Big Data: Solution that addresses data management challenges

Content Delivery: Solutions that optimize delivery of dynamic content

DR/Archive/Backup: Solutions designed to deliver secure, scalable and durable storage for

businesses

High Performance Computing (HPC): High scale compute and graphics intensive workloads

IoT: Solutions that gather, process, analyze and act on data generated by connected devices

Marketplace: Solutions created for the AWS Marketplace

Microsoft Apps: Solutions involving the deployment of Microsoft workloads on AWS

Oracle/SAP/Enterprise Apps: Solutions involving deployment of Oracle/SAP workloads on AWS

Web Application: Migration or development of web applications on AWS

Provide details that demonstrate your

opportunity has been thoroughly

prospected and is actively being pursued,

see Qualification Criteria for more detail

Expected Monthly AWS Revenue (spend) of the

solution/workload at 12 months post launch; ideally a

link to your Simply Monthly Calculator estimate would

be included in Project Description, however, an

estimation is acceptable

Select name of competitor (Required

once an opportunity is AWS qualified)

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APN Partner Primary Need from AWS: Architectural Validation: Confirmation from AWS that the APN Partner’s proposed solution

architecture is aligned with AWS best practices and poses minimal architectural risks

Business Presentation: Formal introduction of APN Partner to AWS sellers

Competitive Information: Access to AWS Competitive resources and support for APN Partner’s

proposed solution

Pricing Assistance: Connection with AWS Seller for support situations where an APN Partner

may be receiving an up-front discount on a service (e.g. EDP deals)

Technical Consultation: Connection with an AWS SA to address APN Partner’s questions of

proposed solution

Total Cost of Ownership Evaluation: Assistance in quoting the different cost savings of running

the proposed solution on AWS vs on-premises or a traditional hosting environment

Other: Assistance required not currently described

For Visibility: No assistance needed and submitted for tracking purposes only

Submit to AWS for Review Preview and Submit Before you submit an opportunity to the Opportunity Management tool for AWS qualification, you will

have a final preview of the End User and Opportunity Details. If the opportunity requires additional

information you will have the option to save the submission as a draft and submit at a later date. Once

the opportunity is submitted you will not be able to make edits until after the opportunity has been

qualified.

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Await and Act Submission Status Notifications Once the opportunity has been submitted, you are no longer able to make edits to the opportunity.

After submission, if you need to add additional information to the opportunity, please do not submit a

duplicate entry. Duplicate opportunities are not considered qualified opportunities by AWS. If additional

information needs to be added to the opportunity, contact your PDM/PDR. They’ll be able to edit and

provide additional context to the opportunity during the review process.

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During the review process, please anticipate the following responses within five business days from

submission and act accordingly:

Incomplete Submission Notice: If the opportunity submitted lacks necessary information requested

in ‘Qualification Criteria’ and the AWS qualifier considers the opportunity to not be qualified, they’ll

reach out to you and your PDM/PDR for the missing information.

Please respond back with all missing information within five business days. The opportunity status will

remain “In Review” and will not be editable until you have provided the additional information by

responding to the notification.

If additional information is not provided within five business days, the opportunity will be closed as

disqualified and will require resubmission for a secondary review.

Note: If a new submission is submitted for the same opportunity for which additional information was

requested and it continues to lack details as outlined by the qualification criteria, the opportunity will be

immediately disqualified not eligible for resubmission.

APN Partners who are continuously submitting incomplete opportunity submissions may experience

limitations in terms of eligibility to submit future opportunities.

Qualified (Approved) Notice: Once reviewed and deemed qualified by AWS, you’ll receive a

notification from the AWS qualifier alerting you of the status change. When this notification is

received, the opportunity is considered approved and assigned to an account within AWS SFDC.

For additional information or questions please reach out to the PDM/PDR also included in the email.

Qualified (Approved) Notice, APN Partner and Account Manager Introduction (Standard+ APN

Partners): On every qualified opportunity, an introduction between the APN Partner and the AWS

Account Manager will be facilitated by the qualifier. This notification is a notice to the APN Partner

that the AWS Account Manager for the End Customer has been notified of the opportunity and are

included in the notification if they require additional information or follow up.

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Disqualified: You will receive a notification if the opportunity submitted is forecasted by AWS or the

opportunity submission was incomplete (and failed to provide additional information to reconsider

approval), and that the opportunity is considered disqualified.

The PDM/PDR contact information will be included to request additional information from and answer

questions.

Keep in mind that you will be able to view the status of your submissions which can also serve as a

mechanism to keep track of where your submission is in the qualification process. The Statuses are as

follows:

Draft: The APN Partner has created a new opportunity in the tool but is not yet completed and/or

submitted

Submitted: The Opportunity includes all required fields and has been submitted to AWS for review

In Review: The Opportunity is in review by AWS

Approved: AWS has reviewed and qualified the Opportunity

Rejected: AWS has reviewed and disqualified the Opportunity

Opportunity Management Once qualified, you’ll be responsible for managing all opportunities submitted to the Opportunity

Management Tool.

This specifically means updating the Stage of the opportunity (and other applicable fields) throughout

the entire opportunity’s life cycle: Qualified, Technical Validation, Business Validation, Committed and

Launched (or Closed Lost). See Sales Stages below for definitions.

How often should an opportunity be updated once it’s been AWS qualified? Every two weeks; at a

minimum provide details about any next steps under the field “Next Steps” (e.g. 9/18 - meeting

scheduled to follow up on 10/4).

Select the Opportunities drop down to show the list of opportunities submitted to the Opportunity

Management tool and qualified by AWS (Stage ‘Qualified’ and Status ‘Approved’). Individually select

each opportunity to provide updates by selecting “Update” for the corresponding opportunity.

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You will be able to provide updates to Stage, Expected Monthly AWS Revenue, Target Close Date, AWS

Account ID (if available), Next Steps, APN Partner Primary Need, Competitive Tracking, Is this for Resell

and Use Case.

1. Select “Update” to edit any applicable fields

2. For any opportunities updated to Stage “Launched,” ensure to add the end customer’s information

to your Partner Scorecard

a. On the left-hand side select “View Partner Scorecard”

b. Under “AWS Revenues” select “Add New Revenue”

c. Fill in all fields and select “Save”

Sales Stages To update the opportunity stages according to the fields in AWS please reference the descriptions

below:

Prospect (Automatic upon Opportunity Submission): Opportunity has been identified. Can be: Active–

Came directly from customer/ prospect via lead, etc. Latent–Account Manager believe exists based on

research, account plans, sales plays, etc.

Qualified (Selected by AWS Qualifier): Account Team has engaged with prospect / customer to discuss

viability, understand requirements, etc. Prospect / Customer has agreed the opportunity is real, of

interest, and may solve for key business / technical needs.

Technical Validation: Once implementation plan is understood.

Business Validation: Once pricing has been proposed and steps to close have been agreed upon.

Expected Monthly AWS Revenue

(spend) of the solution/workload at

12 months post launch

Provide details and notes about the

opportunity next steps and date each

note

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Committed: Once launch date is committed and final obstacles understood.

Launched: When workload is complete

Closed Lost: When opportunity has ended and there are no steps to move forward

Renewals Qualified opportunities will expire 120 days from the date the opportunity is qualified by AWS. Upon

qualification, the fields “Days until Expiration” and “Registration Expiration Date” will appear and will

automatically update throughout the life of the opportunity.

At 14 days from expiration, a “Renew Opportunity” option will appear. It is your responsibility to select

this option and action the renewal process. Once renewed, the 120 day expiration timeline will reset.

You will have the option to renew the opportunity one time.

Resources Partner Central APN Webcast:

o Opportunity Management Process- Introduction Webinar

o Opportunity Management- Add Permissions

o Opportunity Management- Submit an Opportunity

o Opportunity Management- Update Opportunity

o Opportunity Management- Manage Opportunities