Cloud Partnerships Gone Wrong: Lessons for AWS Partners
Cloud partnerships can be game-changers for businesses looking to scale, optimize operations, and innovate faster. However, without a clear strategy, many AWS partners face challenges that can hinder growth and profitability. Understanding these pitfalls and how to navigate them is crucial for long-term success.
1. Lack of Clear Business Objectives
The Pitfall: Many AWS partners jump into cloud partnerships without defining clear business goals. This often leads to misalignment between services, target markets, and revenue expectations.
How to Avoid It:
- Define specific cloud objectives (e.g., increase SaaS adoption, optimize infrastructure, or expand global reach).
- Align partnership strategies with overall business goals.
- Leverage AWS’s Partner Programs to identify the best GTM (Go-to-Market) approach.
2. Not Fully Utilizing AWS Partner Benefits
The Pitfall: AWS offers a wealth of resources, funding, and technical support, but many partners underutilize these benefits, leading to slower growth and higher costs.
How to Avoid It:
- Stay updated with AWS Partner Central to access new funding, incentives, and enablement programs.
- Enroll in programs like AWS Migration Acceleration Program (MAP) and AWS ISV Accelerate for growth and co-selling support.
- Take advantage of AWS training and certifications to enhance technical expertise.
3. Poor GTM (Go-to-Market) Strategy
The Pitfall: Many AWS partners struggle to create an effective GTM strategy, leading to weak customer outreach, low conversion rates, and missed revenue opportunities.
How to Avoid It:
- Collaborate with AWS on co-marketing and demand generation campaigns.
- List offerings on AWS Marketplace to expand reach.
- Utilize AWS Partner Marketing Central for ready-to-use marketing assets.
4. Ignoring Compliance & Security Requirements
The Pitfall: AWS partners sometimes neglect security and compliance standards, which can lead to failed audits, customer trust issues, and regulatory penalties.
How to Avoid It:
- Follow AWS Well-Architected Framework best practices.
- Ensure services meet industry standards like SOC2, HIPAA, or GDPR.
- Use AWS security services like AWS Shield, AWS WAF, and AWS Security Hub for compliance monitoring.
5. Lack of Customer Enablement & Support
The Pitfall: AWS partners often focus on closing deals but fail to provide adequate post-sales support, leading to customer churn.
How to Avoid It:
- Implement customer success programs to ensure continuous engagement.
- Offer AWS training and adoption workshops.
- Leverage AWS Support and TAM (Technical Account Management) for high-value clients.
Conclusion
For AWS partners, avoiding these common pitfalls can be the difference between stagnation and accelerated growth. By clearly defining goals, leveraging AWS partner benefits, executing strong GTM strategies, prioritizing security, and ensuring customer success, partners can maximize their cloud partnership potential.
At Adiantara, we help businesses navigate cloud partnerships effectively, ensuring AWS partners achieve sustained growth and long-term success. Want to optimize your AWS partnership strategy? Let’s connect!
