Today every technology company has almost the same marketing automation stack for their Business Development Reps (BDRs). When a technology company hosts a customer event, webinar, workshop, etc. they almost always “send the leads” to their identical marketing stacks. An automated email goes out thanking attendees for coming and then BDRs, or bots, follow up…
When your customers or prospects ask your software company for a solution, it doesn’t usually involve a sales or marketing ask. It usually involves a product ask. Can your product integrate with software applications and/or SaaS platforms the customer has already chosen? Does your software make the other tools the customer have invested in better?…
As an alliance leader for your ISV, you know that you need to grow your mix of cloud, technology (ISV) and consulting partners. You open your inbox and are excited to find an introduction from your cloud partner manager at AWS, Azure or Google Cloud to one of the leading cloud consulting firms in your…
If you have managed a relationship between AWS and your software or consulting company, you know how difficult it can be to keep your sales team in sync with their public cloud peers. We have worked on this area with our clients for many years and recently finished an engagement where we unlocked significant value…
“How should we partner with Amazon Web Services (AWS)?” I get that question a lot from software companies. Some want to know if they should hire an ex-AWS employee to help with inside connections and networks. Others want to understand the dynamics of placing their offerings in the AWS Marketplace. Both ideas have advantages, but…
I remember my first day as a sales manager at AWS in 2010. Our sales team was pretty small compared to AWS today, but it was the most diverse ecosystem of client and partner profiles that I worked with in my career to date and it had little organizational structure. Holding some of my first…
In my discussions with analysts covering the technology sector over the last several years, there are several points of view when it comes to how to value public clouds. I believe that most people covering this space have made the wrong assumption about the future growth of cloud with respect to contributions from enterprise clients…
