105 - Greg Finnigan - Customer Obsession: How AWS is Redefining the Channel

In this episode of Partnerships Unraveled, we sit down with Greg Finnigan, a seasoned channel leader with over 25 years of experience, including his time leading the SMB partner strategy at AWS. Greg shares his unique insights on how AWS is redefining the channel through a strong focus on customer obsession.
We explore the challenges and opportunities of building customer-centric channels, especially in the SMB market, and why aligning partner and customer goals is essential for long-term success. Greg also dives into how AI and automation are set to reduce the operational burdens on partner managers, allowing them to focus more on relationship-building and driving value for customers.
Key takeaways include:

• The importance of balancing customer and partner centricity.
• How AWS encourages partners to align with customer needs for better outcomes.
• How AI will transform the role of partner managers and boost efficiency.
• Why SMBs need trusted advisors early in the buying journey to make informed decisions.

Join us for an insightful discussion on the future of partnerships and how to scale success in a rapidly changing channel landscape.

Connect with Greg Finnigan on LinkedIn: https://www.linkedin.com/in/greg-finnigan/

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