After joining the AWS Public Sector Partner Program, AWS partners can experience significant growth, but our most successful AWS partners also differentiate themselves by learning how to leverage bid management capabilities through the AWS Competency Program. This session will provide an overview of how the AWS worldwide business development teams engage with our public sector partners throughout the opportunity life cycle. From identification and qualification through bid submission, AWS resources are available to help shape requirements, showcase capabilities, differentiate bids, and win against undifferentiated competitors.

1. P U B L I C S E C T O R
S U M M I T
Washington, DC

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S U M M I T
The Art of Shaping the Win – How to Gain a
Competitive Edge in Procurement
Steven Wilburn
Sr. Manager
AWS Federal Capture
S e s s i o n 2 9 5 4 3 0
David DeBrandt
Sr. Manager
AWS Global Capture

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Agenda
• Introduction
• What is bid management at AWS?
• Setting the stage by considering what has changed:
o With customers
o With AWS services and solutions
• What these changes mean for our end customers and partners
• Best practices for leveraging our bid management teams
• Examples and case studies

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What is Bid Management at AWS?
Capture
Serves as partner resource
and liaison for pipeline
alignment and bid support
Validates customer needs and
approach, and aligns AWS
acquisition strategy
Guides AWS bid and
partnering strategies;
facilitates bid discussions,
solutioning, and design
reviews with partners
Business
Development
Identifies and qualifies new
business opportunities ‘left
of the RFx’
Shapes customer thinking
on vision, acquisition, and
requirements development
Represents AWS at industry
group meetings and at
customer industry days
Proposals
Guide partners on available
AWS proposal content
Develop partner packages
Support Q&A discussions
and solutioning sessions

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What has changed with customers?
Scaling Cloud Adoption – Moving beyond basic workloads to mission
workloads and more advanced AWS services
Reinvention – Taking migration beyond ‘lift and shift’ to optimizing and
refactoring applications
Culture of Innovation – More sophisticated users and internal cloud expertise
driving demand for higher-level platform services
Strategic Procurements – Cloud-specific contracting language and more
contracting options

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24
48
61
82
159
280
516
722
1,017
1,430
1,957
0 300 600 900 1200 1500 1800 2100
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
What has changed with AWS? | New Services & Feature Launches

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What has changed with AWS? | AWS Global
Infrastructure - 2015
Global Availability
11 Regions
28 Availability Zones
53 Edge locations

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AWS Global Infrastructure - 2019
Global Availability
21 Regions
66 Availability Zones
180 Points of Presence
(169 Edge Locations and 11 Regional Edge Caches)

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What has
changed with
AWS? | Where is
AWS Investing?
• Business development and capture
• Technical business development
• Solutions Architects
• Envision Engineering
Expanded
Teams
• Certifications
• Partner competencies
Training
• Expanded programs
• Additional partner resources
Partner
Organization

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What do these changes mean for our end customers and partners?
• Near and long-term
vision and goals
• Hybrid strategies
• Meeting
governance and
compliance needs
• Advise on new
services and
alignment with
cloud strategy
Cloud Strategies
• Best contract for
need – services
and resell
• Direct contract
options with AWS
• Acquisition best
practices for cloud
Procurement Strategies
• Partners continue
to advance their
AWS expertise to
differentiate
themselves
https://aws.amazon.com/
partners/competencies/
• Public sector-
focused partner
programs
https://aws.amazon.com/
partners/public-sector/
• Engage AWS early
Partner Support
• Shape legislation
for the future of
cloud adoption
• Engage with
industry advisory
organizations
Public Policy

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AWS BD/Capture Best Practices
Technology
Partners
• Provide unique differentiation through exclusive deployments on AWS
• Use tools, training, and support that enable building solutions more efficiently
on AWS
Solution Providers
(Resellers)
• Provide value-added services customers request including Admin Console
access, transparent billing information, and root account access
• Provide multiple contract vehicle options
System
Integrator
• Create differentiation through new competencies and certified resources
• Leverage AWS Professional Services
• Engage AWS prior to contract re-competes
• Provide multiple contract vehicle options
General
• Focused pipeline review discussions
• Develop joint win strategies and share solicitations
• Solutioning discussions
• Leverage partnerships with complementary resellers and system integrators
• Develop joint campaigns and collateral

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Procuring AWS |
How do I buy?
https://aws.amazon.com/how-to-buy/
• Governs access and use of AWS
portfolio of services
• Cloud-friendly commercial terms
• Standardized terms for all customers
Services
Agreements
• On-demand
• Pay as you go
• Flexible to fluctuate with market
demand
Pricing
• Align with pace of innovation
• Services are offered on a one-to-
many basis
Service
Terms

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Procurement Best Practices
Solution Providers
(Resellers)
• Provide consulting, managed services, and reselling
• Government customers can procure AWS directly and still use solution providers
• Use commercial cloud industry-standard terminology
• Leverage CSP commercial terms
• Allow for dynamic service enhancements
• Allow for different pricing models
Terms &Conditions
• Align with IaaS/PaaS/SaaS cloud delivery
• Include scope for IT professional/managed services
• Direct purchase from AWS or through authorized solution providers
• Offer commonality in terms and conditions and standardize the acquisition process
Cloud
Frameworks
• Build a dynamic spending model for on-demand, utility-style cloud
• Use tools to monitor usage and spendPricing

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RFI Response Case Study
Large agency data center consolidation and closure
Key Topics:
• Migration
• Hybrid Deployment
• Multi-cloud services and resell
• Security and Compliance
• Machine Learning
• Unique Partner Offerings
• ‘Art of the Possible’

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Technical Assistance Case Studies
AWS Resources
• Whitepapers
• Case Studies
• Partner Packages
• Solutions Architects
BD/Capture Engagement
• Technical Discussions
• White Board Sessions
• Questions and Answers
• Architecture review
Example Case Studies
• Networking
• Application Development
• Database Migration

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295427: Voice of the Partner Panel Discussion: Driving Innovation and Growth
as an AWS Public Sector Partner (Wednesday 9AM – West Salon G)
295436: Authority to Operate on AWS: Compliance as Code
(Tuesday 4PM – Ballroom Stage A)
295450: Making Cloud Procurement Easy with AWS Marketplace, Automation,
and Governance (Wednesday 3:50PM – Room 201)
Related Breakout Sessions
295454: Laying the Groundwork for Change – Cloud Culture Starts at the Top
(Tuesday 2:45PM – Room 201)

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Thank you!
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.P U B L I C S E C TO R
S U M M I T