Ep090: Triple-Digit Growth - How Leading Partners Successfully Leverage AWS Marketplace

AWS partners Braze, Qualtrics, and Tealium share strategies for marketplace success, vertical industry expansion, and generative AI integration that have driven significant business growth.

Topics Include:

• Jason Warren introduces AWS Business Application Partnerships panel.
• Three key topics: Marketplace Strategy, Vertical Expansion, Gen-AI Integration.
• Alex Rees of Braze, Matthew Gray of Tealium, and Jason Mann of Qualtrics join discussion.
• Braze experienced triple-digit percentage growth through AWS Marketplace.
• Braze dedicating resources specifically to Marketplace procurement.
• Tealium accelerated deal velocity by listing on Marketplace.
• Tealium saw broader use case expansion with AWS co-selling.
• Qualtrics views Marketplace listing as earning a "diploma."
• Understanding AWS incentives and metrics is crucial.
• Knowing AWS "love language" helps partnership success.
• Braze saw transaction volume increase between Q1 and Q4.
• Aligning with industry verticals unlocked faster growth.
• Tealium sees bigger deals and faster close times.
• Tealium moved from transactional to strategic marketplace approach.
• Private offers work well for complex enterprise agreements.
• Qualtrics measures AWS partnership through "influence, intel, introductions."
• AWS relationships help navigate IT and procurement challenges.
• Propensity-to-buy data guides AWS engagement strategy.
• Marketplace strategy evolving with new capabilities and international expansion.
• Brazilian marketplace distribution reduces currency and tax challenges.
• Partnership evolution: sell first, then market, then co-innovate.
• Braze penetrated airline market through AWS Travel & Hospitality.
• RFP introductions show tangible partnership benefits.
• Tealium partnering with Virgin Australia and United Airlines.
• MUFG bank case study shows joint AWS-Tealium success.
• Qualtrics won awards despite not completing formal competencies.
• Focus on fewer verticals yields better results.
• Gen AI brings both opportunities and regulatory concerns.
• First-party data rights critical for AI implementation.
• AWS Bedrock integration provides security and prescriptive solutions.

Participants:

• Alex Rees – Director Tech Partnerships, Braze
• Jason Mann – Global AWS Alliance Lead, Qualtrics
• Matthew Gray - SVP, Partnerships & Alliances, Tealium
• Jason Warren - Head of Business Applications ISV Partnerships (Americas), AWS

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