Vendors around the world are creating software designed to help technology leaders who maintain and run their businesses but might struggle to get their products out there.
Connecting independent software vendors with Amazon Web Services Inc. enables these vendors to market and sell their products to AWS users on the growing AWS Marketplace, including with programs such as ISV Accelerate, expanding their reach and simplifying the sales cycle.
“If you look at the market when we started, it was a machine image business and it was a great self-service model,” said Chris Grusz (pictured), managing director of ISV and Marketplace Global Alliances at Amazon Web Services. “And we were working with ISVs who wanted to have this new delivery mechanism. Fast forward, and we started adding more product types like SaaS and containers. »
Grusz spoke with theCUBE Industry Analyst John Furrier at the AWS Marketplace Vendor Conference during an exclusive broadcast on theCUBE, SiliconANGLE Media’s live streaming studio. They discussed the history of the ISV and AWS relationship, the future of the market, the results of these partnerships and more. (* Disclosure below.)
The proof in numbers
Ever since Marketplace was conceived, Amazon noticed that businesses would leave AWS and deal directly with ISVs to get a discount. To address this, Amazon launched private offers that allowed ISVs to complete these transactions through the Marketplace.
“We started launching programs, such as ISV Accelerate, focused on our co-selling relationship with ISVs. And what we found was that Marketplace Private Offers became this awesome way to automate how we co-sell with ISV,” Grusz said.
Using industry analysts, Amazon conducted studies to acquire solid numbers proving the success of ISV and AWS partnerships. They found that software vendors saw an average 24% increase in close rate using Marketplace and an 80% increase in actual deal size.
“The third thing we’ve seen that’s added value for ISVs is closing speed. On average, what we’re seeing is that our ISVs are closing deals 40% faster using Marketplace,” Grusz said. “If you have a 10-month sales cycle, cutting four months off a sales cycle means you’re bringing deals in a prior calendar year, a prior quarter. And, for ISVs, getting that cash flow quickly is very important. »
Here’s the full video interview, which is part of SiliconANGLE and theCUBE’s coverage of the AWS Marketplace Vendor Conference:
(* Disclosure: TheCUBE is a paid media partner for the AWS Marketplace Vendor Conference. Neither AWS, the event coverage sponsor of theCUBE, nor the other sponsors have editorial control over the content of theCUBE or SiliconANGLE..)