Nick Miller, AWS Marketplace Business Leader for the U.S. Federal Government, discusses challenges in bringing commercial innovation to the public sector. Topics include aligning with hyperscalers for procurement efficiency, strategic role of channel partnerships in federal sales, leaner procurement for startups, and mission-driven technology adoption for national security.
Aligning with hyperscalers like AWS can accelerate market entry and scale for new ISVs.
Channel partnerships in the federal market reduce risk and cost of direct sales, aiding ISV's market penetration and scaling ability.
Deep dives
Aligning with hyperscalers to accelerate market entry
One key strategy for new ISVs entering the market is to align with hyperscalers like AWS. This alignment provides several benefits, such as co-selling opportunities and reduced procurement cycles. By understanding how prospective customers buy and aligning with the hyperscaler's go-to-market strategy, ISVs can accelerate their market entry and scale faster. The cloud marketplaces, including AWS, have been instrumental in driving innovation in this space, as mentioned in a recent Harvard Business article.
Channel partnerships as a cost-effective go-to-market strategy
Channel partnerships have become essential for software companies, especially in the federal market. Aligning with established partners, such as VARs and distributors, enables ISVs to reduce the risk and cost of direct sales. Partner networks, like those in the federal sector, aim to accelerate customers' journey to the cloud by simplifying the procurement playbook. By partnering with experienced players in the channel ecosystem, ISVs can tap into their expertise and leverage their existing relationships to scale effectively.
Simplifying procurement processes and leveraging partner networks
Selling commercial software to the government and national security sector can be challenging due to complex procurement processes. However, recent mandates to prioritize commercial purchases present an opportunity for ISVs. To navigate the government procurement landscape, ISVs should focus on aligning their products with the government's buying preferences and requirements. This includes templatizing the procurement playbook and engaging with established partners in the VAR and distribution community. The goal is to simplify the direct sales motion and provide customers with more options to meet their procurement needs.
Season 2, Episode 35. In this episode, Tyler is joined by Nick Miller, AWS Marketplace Business Leader for the U.S. Federal Government. Together, they delve into challenges and opportunities in bringing commercial innovation to the public sector, and Nick shares sage advice for venture capitalists and non-traditional commercial ISVs entering defense, emphasizing alignment with hyper-scalers and streamlined procurement. Throughout the episode, Nick and Tyler reflect on the mission-driven nature of the public sector tech community and the unique challenges and opportunities within, including the strategic significance of partnerships, channels, and the power of collaboration.
What’s Happening on the Second Front:
Aligning with hyper-scalers for procurement efficiency
Strategic role of channel partnerships in federal sales
Empowering startups: raising the micro-purchase threshold
Leaner procurement for startups: bridging the R&D to contract gap
Mission-driven technology adoption for national security