Alex 
Hey everyone, welcome to the Deep Dive. So today we’re going to be looking at something pretty important for anyone in the cloud space, building a really, really great AWS partner practice. Five stages to building a successful partner practice with AWS. And this is going to be our jumping off point. 

Alvanna
Absolutely. This Deep Dive is a gold mine for anyone looking to leverage the power of AWS partnerships from seasoned pros to, you know, folks just starting out.  

Alex 
Yeah. Yeah. So first things first, let’s demystify this whole AWS partner practice. I mean, it’s got to be more than just, you know, throwing an AWS logo on your website and calling it a day, right?   

Alvanna
Right. It’s much more strategic than that. You know, think of it as a specialized unit within your company focused on a particular area of expertise, whether that’s AI migrations, retail transformations, you know, there are a ton of different areas you could focus on. The blog post actually uses TDSY as a prime example. They’ve got a dedicated AWS center of excellence that spans multiple countries.  

Alex 
Wow. Operating across multiple countries. That’s pretty impressive. But why go through the effort of setting up a dedicated practice? Like, what’s the real payoff here?  

Alvanna
The payoff can be huge. The Conelli study cited in the blog found that partners with defined practices see a whopping 6.4X return on every AWS dollar spent. You know, clients these days aren’t just looking for tech, they’re looking for complete solutions. That’s where specialized practices really shine.   

Alex 
So specialization equals serious earning potential.   

Alvanna
Got it. But I have a feeling it’s about more than just, you know, boosting the bottom line, right?   

Alex 
You’re absolutely right. There’s a much bigger picture here. McKinsey highlights a fascinating trend. The value proposition of the cloud is shifting towards innovation. Having a focused practice keeps you ahead of the curve, making you the go-to source for those cutting edge solutions.  

Alvanna
That makes a lot of sense. You’re not just selling a service, you’re selling, you know, future-proofing and innovation. Okay, so the article lays out five clear stages for building a successful practice. Let’s walk through those starting with stage one practice activation. 

Sounds pretty foundational. It is, and it’s where a lot of folks stumble. Getting buy-in from the top is absolutely crucial. It’s about presenting a solid business case, clearly defining your target market or your PAM, and figuring out what success looks like for your specific organization.  

Alex 
Okay. Defining your target market. The blog post emphasizes targeting both immediate and aspirational markets. Isn’t that a bit ambitious, especially for smaller practices? I mean, where should they focus their energy?  

Alvanna
That’s a great question. It’s a balancing act, for sure. While it’s crucial to have that long-term vision, smaller practices might benefit from focusing on what they can realistically achieve in the short term, building a strong foundation before expanding into those more aspirational markets.  

Alex 
Makes sense. Got to walk before you can run, right? All right, let’s move on to stage two enablement. I’m guessing this is all about getting your team up to speed on all things AWS.  

Alvanna
Exactly. It’s about leveling up your team skills. Of course, certifications and formal training are important, but the article wisely highlights the importance of going beyond that.  

Alex
How so? What are some other ways to empower a team?  

Alvanna
Think hands-on experiences like APN immersion days and AWS game days. These events provide real-world scenarios that build confidence and make those AWS concepts stick. 

It’s about turning theoretical knowledge into actionable skills.  

Alex 
They even featured a quote from Devo Team, a cloud, emphasizing how they’ve woven continuous learning into their company culture. Clearly, they’re walking the walk, not just talking the talk. 

Alvanna
Absolutely. Now on to stage three, APN program engagement. This is where you tap into the full potential of the AWS ecosystem. Think specializations, competencies, the ambassador program. It’s all about showing off your expertise and gaining that all-important credibility in the market.   

Alex 
So it’s like leveraging those AWS badges of honor to stand out from the crowd. I can see why that would be appealing, especially in such a competitive market. What about stage four, go-to-market strategy? You’ve got the skills, the team, the credentials, but now you need to get the word outright. How do you do that effectively?  

Alvanna
You hit the nail on the head. It’s about crafting a compelling story and reaching the right audience. Think partner-ready campaigns, those APN immersion days again, and powerful customer success stories. What stands out to you about that approach?  

Alex 
Well, it seems like a multi-pronged strategy. You’re not just relying on one avenue to reach potential clients. You’re hitting them from different angles with a consistent message about your expertise.  

Alvanna
Exactly. And finally, we reach stage five, selling and value capture. This is where the rubber meets the road. It’s about engaging with the AWS sales teams, participating in programs like the ACE program, and most importantly, delivering exceptional value that keeps clients coming back for more. 

Alex 
Speaking of the ACE program, I’m not as familiar with that one. What is it exactly and how does it benefit partners?   

Alvanna
It’s the AWS Competency Program. Think of it as a way for partners to really highlight their specialized expertise in specific areas like security machine learning or even healthcare. 

Clients looking for those niche skills will know exactly where to find them.   

Alex 
So it’s like a seal of approval telling clients, we’re the experts in this area, trust us. That makes sense. And let’s not forget about the funding benefits AWS offers. They seem pretty serious about supporting their partners.  

Alvanna
Oh, absolutely. AWS puts its money where its mouth is when it comes to partner support. They understand that a thriving partner ecosystem is crucial to their own success and they’re willing to invest in it.  

Alex 
Okay, we’ve covered a lot of ground here, but what I find really fascinating is how this five-stage framework is a reflection of a larger trend. What do you think about that?  

Alvanna
It’s fascinating, isn’t it? The future of cloud computing isn’t just about the technology itself, it’s about specialized knowledge and solving complex business challenges.  

Alex 
So it’s almost like the cloud is becoming less about the what and more about the how and the why. The expertise behind it all is becoming the real differentiator.  

Alvanna
That’s a great way to put it. It’s a subtle but significant shift, and one that successful AWS partners are embracing.   

Alex 
This is all incredibly insightful, but I want to bring it back to our listener for a moment. 

What does this all mean for you? Whether you’re considering launching your own AWS practice, or simply trying to understand this evolving landscape, this deep dive has given you a solid foundation. But we’re just getting started. Stay with us as we delve deeper into each of these five stages and explore their real-world applications. 

Alvanna
Absolutely. And we’ll explore some of the challenges and unexpected opportunities that come with building an AWS practice.  

Alex
Don’t go anywhere. We’ll be right back after a quick word from our sponsor.   

Alvanna
So before the break, we were talking about this whole idea of specialization in the AWS partner network. It’s not just about offering cloud services anymore, it’s really about becoming that trusted advisor, offering solutions tailored to very specific business challenges. 

Alex 
That’s a fantastic point. And those solutions often involve expertise in a particular niche, which leads us back to the importance of building that really strong AWS practice. We outlined those five stages for success earlier, but I’d love to dive deeper into a few of them. 

Starting with practice activation, what are the critical steps involved in actually getting a practice off the ground?   

Alvanna
Well, the first hurdle is often internal. You need a champion, someone at the executive level who understands the value of having a dedicated practice and can rally support secure resources, really drive the initiative forward.  

Alex 
So it’s not just a grassroots effort, it needs that buy-in from the top.  

Alvanna
Exactly. Once you have that internal support, the next step is to really understand your market. Who are your ideal clients? What are their pain points? And more importantly, what unique solutions can your practice offer to address those pain points?  

Alex 
It’s almost like positioning yourself within that AWS ecosystem, figuring out what sets you apart from the competition. And that involves defining your total addressable market, your TAM, right?  

Alvanna
Absolutely. Understanding your TAM is crucial. It’s about knowing your immediate reach, but also having that vision for long-term growth and expansion.  

Alex 
Okay. So you’ve identified your target market and your long-term vision, but how do you convince the higher-ups, the ones holding the purse strings, that this is a worthwhile investment?   

Alvanna
That’s where a really compelling business case comes in. You need to be able to demonstrate the potential return on investment, the ROI of your practice, show them the revenue potential, the cost savings, the overall value that the practice is going to bring to the organization. 

Alex 
And to track that value, you need clear metrics, right? Key performance indicators or KPIs to ensure accountability and measure your progress towards those goals.  

Alvanna
You got it. It’s not just about launching a practice, it’s about setting it up for success from day one. 

Alex 
Let’s move on to stage two, enablement. This is where the team comes in, right? Yeah. Getting them up to speed on all things AWS. 

Alvanna
Right. But remember, enablement is about more than just formal training and certifications, though. Those are definitely important. It’s about fostering a culture of continuous learning, providing that hands-on experience, and really empowering your team to turn knowledge into practical skills.  

Alex 
So those APN immersion days and AWS game days we talked about earlier play a huge role in this stage.   

Alvanna
Absolutely. Those immersive experiences allow your team to apply their skills in real-world scenarios, building confidence and a deeper understanding of how to leverage AWS solutions to solve real-world challenges.  

Alex 
Okay, you’ve got the executive buy-in, your team is trained and ready to go. Now it’s time to tap into the power of the AWS ecosystem, right? Stage three, APN program engagement. 

Alvanna
Exactly. This is where you really leverage everything AWS has to offer its partners. Think specializations, competencies, the ambassador program. These are your badges of honor, showcasing your expertise to potential clients and building credibility within that AWS marketplace.  

Alex 
So you’re not just an AWS partner, you’re a specialized AWS partner with proven expertise in a particular area. That’s got to make a difference when clients are looking for very specific solutions. 

Alvanna
It absolutely does. Now let’s talk about getting the word out stage four. Go-to-market strategy. You’ve got the skills, the team, the certifications, but now how do you reach your target audience and let them know what you can do?  

Alex 
It’s time to shout it from the rooftops, but strategically, of course.  

Alvanna
Exactly. Strategic shouting is key. Partner-ready campaigns are a great starting point. And those APN immersion days we keep talking about, they’re not just for team training. They’re also a great way to connect with potential clients and showcase your expertise in a hands-on environment. 

Alex 
What about customer success stories? Those seem like really powerful tools for building trust and showcasing the real-world impact of your solutions.  

Alvanna
You’re right. Customer success stories are incredibly powerful. They provide concrete examples of how your practice has helped other businesses achieve their goals. Potential clients can see themselves in those stories and envision how you can help them achieve similar outcomes.  

Alex 
Okay, finally, we’re at stage five. Selling and value capture. This is where you put it all together, right? Engaging with those AWS sales teams, working within the ACE program, and ultimately delivering exceptional value that keeps clients coming back for more.   

Alvanna
You nailed it. And when we talk about delivering value, it’s not just about meeting expectations. It’s about exceeding them. It’s about going above and beyond to build those long-term relationships and become a trusted advisor.  

Alex 
This five-stage framework is incredibly thorough. But I’m curious, what are some of the practical considerations that aspiring AWS partners should keep in mind when building their practice? Things that might not be explicitly covered in the article.  

Alvanna
That’s a great question. There’s a lot to consider. But let’s start with team structure. What are the key roles and responsibilities involved in a successful AWS practice? 

Alex 
That’s a good place to start. Obviously, you need the technical expertise, the cloud architects, the engineers, and so on. But you also need people who can sell those technical solutions, right, the sales reps, the marketing specialists. It’s definitely a team effort.  

Alvanna
Exactly. And understanding the roles and responsibilities of each team member is essential. You need that mix of technical sales and marketing expertise to build a well-rounded practice. 

Alex 
And to build that well-rounded team, you need the right skills and certifications. What are some must-haves for an AWS practice?   

Alvanna
Well, it depends on the specific niche you’re targeting. But some core certifications include the AWS Certified Solutions Architect, the AWS Certified Developer, and the AWS Certified SysOps Administrator. These certifications demonstrate a really deep understanding of AWS technologies and best practices.   

Alex 
Right. Those are like the baseline qualifications for any serious AWS professional. But beyond technical skills, what other qualities do you look for in a potential team member?   

Alvanna
Strong communication skills are absolutely crucial. Your team members need to be able to explain complex technical concepts to clients in a clear and concise way. They also need to be good listeners, able to understand the client’s needs and tailor solutions accordingly. 

Alex 
So it’s about building a team that can not only build and implement solutions, but also effectively communicate the value of those solutions to clients.  

Alvanna
Exactly. Now let’s talk about something practical, but sometimes a bit daunting. Funding and resources. What kind of investment is required to build a successful AWS practice?    

Alex 
That’s the million-dollar question, right?  

Alvanna
It is. And the answer is, it depends. It depends on the size and scope of your practice, the niche you’re targeting, and your overall growth strategy. But generally, you’ll need to allocate resources for training and certifications, marketing materials, and potentially even dedicated office space.   

Alex 
So it’s not an insignificant investment. But as we discussed earlier, the potential ROI can be substantial. And AWS offers funding programs to help offset some of those startup costs, right?   

Alvanna
Absolutely. They offer a variety of programs and resources to support their partners, which can make a big difference, especially in those early stages.  

Alex 
Okay, let’s talk about the elephant in the room competition. The AWS partner ecosystem is incredibly vibrant, with a lot of players vying for attention. What are some of the challenges aspiring AWS partners face, and how can they overcome them?  

Alvanna
The competition is definitely fierce. Standing out from the crowd can be a real challenge. But remember, differentiation is key. You need a clear value proposition, a strong track record, and a compelling story to tell. 

Alex 
And a willingness to adapt and evolve, right? The cloud computing landscape is constantly changing.  

Alvanna
Absolutely. Continuous learning is essential. You need to stay ahead of the curve in terms of new technologies and emerging trends, attend industry events, engage with the AWS community, and never stop learning.  

Alex 
Okay, let’s shift gears for a moment and talk about the benefits of becoming an AWS partner. What are some of the advantages that come with joining this ecosystem?  

Alvanna
Well, for starters, you gain access to a wealth of resources, including training programs, technical support, and marketing materials. AWS is invested in the success of its partners, and provides the tools and resources to help them thrive.   

Alex 
It’s not just about the technology itself. It’s about the partnership, the support system, and the access to those valuable resources.  

Alvanna
Exactly. You also gain credibility and visibility in the market simply by being an AWS partner. The AWS brand carries a lot of weight, and that association can open doors to new clients and opportunities. 

Alex 
And there’s also the potential for co-selling opportunities with AWS. Working together to reach new markets and expand your reach.  

Alvanna
Absolutely. It’s a win-win situation for both partners and AWS. By working together, they can leverage each other’s strengths and expertise to reach a wider audience and deliver even more comprehensive solutions.   

Alex 
Now, I know we’ve covered a lot of ground, but I want to circle back to something we touched on earlier, the importance of specialization. We talked about it in the context of those AWS competency programs, but I’d love to hear your thoughts on why it’s so crucial for building a successful practice.  

 Alvanna
Specialization is key for a few reasons. First, it allows you to focus your resources and expertise on a specific area which makes you more efficient and effective. You become the go-to expert for that particular niche.  

Alex
And that expertise translates into greater value for your clients. They know they’re working with the best in the business for their specific needs. 

Alvanna
Exactly. It also helps you differentiate yourself from the competition, as we discussed earlier. In a crowded marketplace, specialization helps you stand out and attract the right clients. 

Alex 
But isn’t there a risk of limiting yourself by specializing too narrowly? What if the market shifts or a new technology emerges that disrupts your niche?  

Alvanna
That’s a valid concern. But I think it’s important to remember that specialization doesn’t mean stagnation. It’s about being adaptable within your chosen area of expertise. It’s about constantly learning, evolving, and staying ahead of the curve within your niche.   

Alex 
So it’s about being a specialist, but also a lifelong learner, always seeking new knowledge and ways to apply your expertise to those evolving challenges.  

Alvanna
Exactly. Now, for our listeners who are considering launching their own AWS practice, what advice would you give them? What are some key takeaways they should keep in mind?  

Alex 
That’s a great question to wrap up this part of our deep dive. Let’s see what insights our expert has to share. So what would be like one piece of advice you would give to someone who’s just starting out on their AWS partner journey?  

Alvanna
Well, I think first and foremost, you’ve got to do your homework. Thoroughly research the market, understand the competitive landscape, and really identify that specific niche where you can truly shine. It’s about finding that sweet spot where your expertise meets a real market need.  

Alex 
So it’s all about having a solid plan in place, knowing where you fit in, what sets you apart. But what if you’re a smaller company just starting out? Should you wait until you’re bigger before taking the plunge?  

Alvanna
Not necessarily. Don’t be afraid to start small. You can always scale your practice as you gain experience, build your reputation, attract new clients. Remember, Rome wasn’t built in a day and neither are successful AWS practices.  

Alex 
That’s encouraging. It’s easy to get overwhelmed thinking you need a huge team and tons of resources right out of the gate. But it sounds like it’s more about strategic growth, building a solid foundation, and then scaling up as you go.  

Alvanna
Exactly. And never underestimate the power of leveraging the resources and support available through AWS. They have a vested interest in your success and they provide a wealth of programs, training materials, even funding opportunities to help you along the way.   

Alex 
It’s like having a partner in your corner cheering you on and providing those tools you need to succeed.  

Alvanna
That’s a great way to put it. And speaking of partners, don’t be afraid to collaborate and network with other AWS partners. The AWS ecosystem is incredibly diverse and there’s a lot to be gained from sharing knowledge, best practices, even co-selling opportunities.  

Alex  
That’s a great point. Building those relationships can really open doors to new clients, expand your reach, and even foster innovation as you learn from each other’s experiences. 

Alvanna
Absolutely. And finally, don’t be afraid to experiment and iterate. The cloud computing world is all about innovation. Embrace that spirit, try new things, and constantly seek ways to improve your offerings and deliver even more value to your clients.  

Alex 
So it’s about being a lifelong learner, always seeking out that new knowledge and finding those creative ways to apply your expertise. It’s not just about keeping up, it’s about staying ahead of the curve.  

Alvanna
You got it. Now, we’ve talked a lot about the technical and business aspects of building a successful AWS practice, but I think there’s one crucial element that often gets overlooked, culture. 

Alex 
Culture. How does that play into building a successful AWS practice?  

Alvanna
Well, think about it. You can have the most talented team, the best technology, a killer go-to-market strategy, but if you don’t have a strong company culture, it’s all for nothing. Culture is the foundation upon which everything else is built.  

Alex 
So what kind of culture fosters success in this fast-paced, ever-evolving world of AWS?   

Alvanna
First and foremost, it’s about having a growth mindset, a culture that embraces continuous learning, experimentation, innovation. It’s about being comfortable with change and constantly pushing the boundaries of what’s possible. 

Alex 
So it’s not just about adapting to change, it’s about actively seeking it out, embracing it, using it as fuel for growth and innovation.   

Alvanna
Exactly. And it’s also about fostering a culture of collaboration and teamwork. Building a successful AWS practice requires individuals with diverse skills and perspectives to come together and work towards a common goal.   

Alex 
So it’s about creating an environment where everyone feels valued, respected, and empowered to contribute their unique talents. It’s about breaking down those silos and fostering a sense of shared purpose and collective achievement.  

Alvanna
You nailed it. And finally, perhaps most importantly, it’s about having a client-centric culture, one that prioritizes delivering exceptional value and building those long-lasting relationships based on trust and mutual respect.   

Alex 
So it’s not just about closing deals, it’s about becoming that trusted advisor, a true partner in their client’s success. It’s about understanding their needs, anticipating their challenges, and going above and beyond to help them achieve their goals.  

Alvanna
That’s a great way to put it. It’s about building relationships that go beyond the transactional and into the realm of true partnership.   

Alex 
This has been an incredible deep dive into the world of AWS partnerships. We’ve covered so much ground, but if there’s one key takeaway I want our listeners to remember is that building a successful AWS practice is about more than just technical expertise. It’s about people, it’s about culture, and it’s about building those genuine lasting relationships. 

Alvanna
Couldn’t have said it better myself. And remember, the AWS landscape is constantly evolving. So never stop learning, never stop innovating, and never stop seeking ways to deliver exceptional value to your clients.  

Alex 
Thank you so much for joining us on the Deep Dive. We hope you found this episode insightful and inspiring. And to our listeners, whether you’re just starting your AWS journey or looking to take your practice to the next level, remember the future of cloud computing is in your hands. Shape it wisely.  

Alvanna
Until next time.  

Alex 
That’s all for today, folks. Thanks for listening. 

Alex
Welcome to the Deep Dive. Today, we’re going to be diving into the world of business process management in India.

AIvanna
Oh, yeah.

Alex
You sent us this report from NASSCOM and Indeed. And it’s not really about BPM basics or any of that stuff.

AIvanna – Yeah.

Alex
We’re going way beyond that to see how this whole industry is transforming and why you listening should even care about this.

AIvanna
This is definitely a hot topic.

Alex
Yeah.

AIvanna
And this report, like, fresh off the presses.

Alex
I know.

AIvanna
October 2024.

Alex
It’s new.

AIvanna
So new. So we’re talking like the latest data insights, not just theory.

Alex
Right.

AIvanna
This is real companies making real moves.

Alex
Yeah, for sure.

AIvanna
In this space.

Alex
I think before we even get into like the nitty gritty, you know, one figure from the overview really just like stood out to me.

AIvanna
Yeah.

Alex
The Indian BPM industry reached almost $49 billion in FY24, which is just a huge number. And what makes that number even more impressive to me is that almost 90% of it came from exports.

AIvanna
Oh, wow.

Alex
So it’s not just serving the Indian market. This is like.

AIvanna
It’s a global powerhouse.

Alex
A global powerhouse.

AIvanna
Yeah.

Alex
Yeah. What does that even tell us about the reach and impact of.

AIvanna
I think it really highlights how competitive and capable this industry has become. They’re not just offering basic services anymore.

Alex
Right.

AIvanna
It’s sophisticated solutions.

Alex
Yeah.

AIvanna
Clients worldwide.

Alex
For sure.

AIvanna
And that actually brings us to like a key shift that this report identifies.

Alex
OK.

AIvanna
Which is the move from, you know, simple process management to like full on business transformation.

Alex
I did notice that the report didn’t like.

AIvanna
Yeah.

Alex
Assume that we all know BPM inside and out.

AIvanna
Right.

Alex
You know. So for those maybe who are unfamiliar.

AIvanna
Sure.

Alex
Can you just give us like a really quick breakdown of what BPM is.

AIvanna
Absolutely.

Alex
How it’s evolving.

AIvanna
So at its core BPM is all about making business processes more efficient and effective. And traditional this meant things like automating tasks.

Alex
Right.

AIvanna
Streamlining workflows improving data management.

Alex
OK.

AIvanna
You can almost think of it as like fine tuning the engine of a car.

Alex
OK.

AIvanna
But now BPM has like evolved.

Alex
Yeah.

AIvanna
It’s about taking that well tuned engine.

Alex
Yeah.

AIvanna
And using it to build a whole new vehicle.

Alex
Oh.

AIvanna
Companies are using BPM to rethink their entire business models optimize their customer experiences and drive innovation.

Alex
So it’s not just about doing things, right.

AIvanna
Right.

Alex
It’s about doing the right thing.

AIvanna
Exactly.

Alex
Period. Yeah.

AIvanna
Yeah.

Alex
The report had this case study of a luxury retail brand that overhauled its operations.

AIvanna
Right.

Alex
Using BPM.

AIvanna
Yeah.

Alex
And it led to a 20 percent boost in customer satisfaction.

AIvanna
Wow.

Alex
And a 10 percent jump in profitability.

AIvanna
That’s huge.

Alex
That’s some serious results.

AIvanna
Yeah.

Alex
I mean do you think this example shows a trend across different types of businesses.

AIvanna
It definitely highlights the potential. And what’s interesting is that the report also shows that technology adoption varies across different business functions.

Alex
OK.

AIvanna
So for example finance and accounting they’re kind of leading the way. While areas like HR operations and supply chain they’re catching up fast.

Alex
Yeah.

Alvanna
So for anyone listening in those fields you know this is like an opportunity to get ahead of the curve.

AIex
It’s like they’re saying get on board or get left behind.

Alvanna
Exactly.

AIex
Yeah. And speaking of getting on board.

Alvanna
Yeah.

AIex
There’s one technology that’s like really driving this whole transformation generative AI.

Alvanna
Generative AI.

AIex
It’s everywhere.

Alvanna
It is.

AIex
But the report suggests that it’s having like a really profound impact.

Alvanna
Yeah.

AIex
On BPM. So I’m curious beyond the hype.

Alvanna
Right.

AIex
How is Gen AI actually changing the game in this space.

Alvanna
So Gen AI is changing BPM in a couple of key ways.

AIex
OK.

Alvanna
First it’s transforming the way services are priced and delivered.

AIex
OK.

Alvanna
And we’re also seeing this emergence of what they’re calling micro verticals which are highly specialized solutions tailored to specific needs within a broader industry.

AIex
OK.

Alvanna
And this level of customization.

AIex
Yeah.

Alvanna
It just wouldn’t be possible without Gen AI’s ability to analyze vast amounts of data and identify subtle patterns.

AIex
So instead of like a one size fits all approach.

Alvanna
Right.

AIex
It’s like BPM is becoming a bespoke tailor.

Alvanna 
Exactly

Alex
Crafting solutions for like very specific needs.

AIvanna
That’s a great way to put it.

Alex
Yeah. And the second major impact is the way Gen AI is being used to augment human capabilities.

AIvanna
Right.

Alex
And this is especially evident in contact centers and back office functions.

AIvanna
Yes.

Alex
Let’s break those down one by one.

Alvanna
OK.

Alex
The report mentions that by 2025.

Alvanna 
Yeah.

Alex
A staggering 81% of contact centers.

AIvanna
Wow.

Alex
Will be using Gen AI.

AIvanna
That’s a huge number.

Alex
That’s a huge number.

AIvanna
Yeah.

Alex
But how is this going beyond like the basic chat bots we’re used to seeing.

AIvanna
It’s about creating truly personalized experiences.

Alex
OK.

AIvanna
You know imagine a world where AI can analyze a customer’s history predict their needs and even tailor like the language and the tone of the interaction based on their personality.

Alex
Oh wow.

AIvanna
It’s about empowering those agents with real time information and guidance making them more efficient and effective. And it’s also about using AI to proactively identify and address potential issues before they even become problems.

Alex
It’s like having a crystal ball for customer service.

AIvanna
It is.

Alex
But what about those back office functions.

AIvanna
Right.

Alex
I think a lot of people still picture those as you know rooms full of people.

AIvanna
Yeah.

Alex
Pushing paper.

AIvanna
Pushing paper.

Alex
How is Gen AI changing that image.

AIvanna
So you know how you picture those rooms full of people pushing paper.

Alex
Yeah.

AIvanna
Gen AI is taking those tasks.

Alex
OK.

AIvanna
And it’s not just automating them away.

Alex
Right.

AIvanna
It’s using them to like create a more strategic approach.

Alex
Interesting. It sounds like Gen AI is taking those back office tasks and instead of just automating them away it’s using them to create a more strategic approach.

AIvanna
That’s exactly right. Gen AI is being applied to things like you know knowledge management financial processes even complex supply chain tasks. It’s about freeing up those human employees to focus on that higher value work. That requires creativity and problem solving.

Alex
Yeah. The report had this great case study about a global e-commerce giant that used Gen AI to revamp their customer support.

AIvanna
Oh yeah.

Alex
And they saw a 20 percent jump in revenue.

AIvanna
Wow.

Alex
And a 25 percent cost reduction.

AIvanna
That’s incredible.

Alex
That’s incredible. It really shows how these changes aren’t just about efficiency. You know.

AIvanna
Right.

Alex
They’re about creating real business value.

AIvanna
Yeah. Yeah.

Alex
But all of this raises the question for our listeners.

AIvanna
Yeah. Sure.

Alex
If the BPM industry is changing so rapidly what does it mean for their careers?

AIvanna
That’s a great question. And the report actually highlights how the traditional BPM org chart is being like completely reshaped. You know that operational level where a lot of those repetitive tasks happen.

Alex
Right.

AIvanna
That’s actually shrinking. But the middle management layer that’s expanding with a surge in like these specialist roles.

Alex
So it’s not that jobs are disappearing it’s that they’re evolving.

AIvanna
Exactly.

Alex
What kind of specialist roles are we even talking about here?

AIvanna
Yeah.

Alex
The report mentioned some pretty futuristic sounding titles.

AIvanna
Yeah. So we’re seeing roles like AI ethics officer.

Alex
OK.

AIvanna
Digital supply chain transformation manager. Even AI talent acquisition strategist.

Alex
Wow.

AIvanna
These roles require a unique combination of technical skills, industry knowledge, and strategic thinking.

Alex
It sounds like the BPM industry is becoming like a breeding ground.

AIvanna
It is.

Alex
For some seriously cutting edge careers.

AIvanna
It really is.

Alex
So for someone listening who wants to stay ahead of the curve, what skills should they be focusing on?

AIvanna
The report emphasizes a few key areas.

Alex
OK.

AIvanna
Of course there’s data analysis and AI fluency. Understanding how AI works its limitations and how to apply it ethically.

Alex
Right.

AIvanna
But it’s not just about the technical skills.

Alex
I was going to say it can’t all be about algorithms and code.

AIvanna
No. Those uniquely human skills like communication, emotional intelligence, flexibility are becoming even more valuable. You know.

Alex
Yeah.

AIvanna
AI can process information, but it can’t replicate human empathy or adaptability.

Alex
Right. It’s interesting almost like AI is pushing us to become more human in the workplace.

AIvanna
Yeah.

Alex
You know, I think we’ve all had those frustrating experiences with chatbots or automated systems that just don’t get it.

AIvanna
Exactly.

Alex
And this shift isn’t just impacting individual roles. It’s changing how BPM companies themselves operate.

AIvanna
Yeah.

Alex
The report uses this phrase partners in innovation.

AIvanna
Oh, yeah.

Alex
Which really caught my attention. What does that even mean in practice?

AIvanna
It means that BPM providers are no longer just vendors who execute tasks. They’re becoming like strategic advisors working collaboratively with clients to solve complex problems using technology.

Alex
So it’s less transactional.

AIvanna
Right.

Alex
And more about building like long term partnerships.

AIvanna
Exactly.

Alex
I’m curious with all this talk of change and disruption, is there a risk of getting caught up in the hype? How can our listeners separate the signal from the noise when it comes to AI’s impact on BPM?

AIvanna
That’s a good point. It’s important to stay grounded. You know, AI is a powerful tool, but it’s not a magic solution.

Alex
Right.

AIvanna
It needs to be used strategically in conjunction with human expertise to achieve those specific business objectives.

Alex
Yeah.

AIvanna
It’s about understanding where AI can create real value and where it might fall short.

Alex
So it’s about having a realistic understanding of AI’s capabilities.

AIvanna
Yes.

Alex
And limitations.

AIvanna
Yeah.

Alex
And it sounds like this is an ongoing journey.

AIvanna
It is.

Alex
It’s not a destination. The BPM industry will continue to evolve.

AIvanna
Absolutely.

Alex
And so will the skills that are in demand.

AIvanna
Absolutely. It’s about continuous learning, staying curious, and being willing to adapt, you know?

Alex
Right.

AIvanna
It’s an exciting time to be in this field because we’re not just observing these transformations, we’re participating in them.

Alex
That’s a great point. Okay, so we’ve covered like a lot of ground in this deep dive. You know, we’ve seen how the Indian BPM industry is like shifting from just managing processes to like actually driving transformation. How Gen AI is completely like reshaping this whole landscape.

AIvanna
Yeah.

Alex
What skills you even need to thrive in this new world.

AIvanna
Right.

Alex
But before we wrap up, I kind of wanted to like zoom out and think about the bigger picture here.

AIvanna
Sure.

Alex
You know, this report obviously focuses on India. But these trends have like implications for businesses and individuals like everywhere, right?

AIvanna
Absolutely. Technology is transforming the way we work.

Alex
Yeah.

AIvanna
And those who embrace change and develop new skills will be the ones who succeed no matter where they are.

Alex
Right.

AIvanna
Remember that phrase from the report, Partners in Innovation

Alex
Oh, yeah.

AIvanna
That concept goes way beyond India’s borders.

Alex
It definitely like struck me as something worth exploring further.

AIvanna
Yeah.

Alex
What does this idea of BPM providers becoming like partners in innovation even mean for companies that might not even be thinking about BPM yet?

AIvanna
It signals a blurring of lines between industries. You know, BPM providers are developing this deep expertise in specific domains, leveraging technology to tackle problems that were once the sole territory of like traditional consulting firms.

Alex
Right.

AIvanna
This creates a whole new range of possibilities for businesses of all sizes.

Alex
So it’s like BPM is becoming an entry point for innovation.

AIvanna
Yeah.

Alex
You know, companies can tap into this cutting edge tech and expertise without having to build everything from scratch.

AIvanna
Exactly. And for individuals, the skills gained in the BPM space are transferable. You know, data analysis, understanding AI, thinking critically about process optimization.

Alex
Yeah.

AIvanna
These are valuable skills across industries touched by technology. And those human skills we discussed, communication, emotional intelligence, adaptability, they become even more crucial as AI takes over those like routine tasks.

Alex
It’s like the more technology advances, the more we need to cultivate what makes us uniquely human.

AIvanna
That’s a great way to put it.

Alex
So as we wrap up this deep dive, what’s the one key takeaway you want our listener to like walk away with?

AIvanna
The report highlights the Indian BPM industry reaching almost $49 billion.

Alex
Right.

AIvanna
But here’s a question for you to consider.

Alex
Okay.

AIvanna – What’s the potential of your industry? What could you achieve by thinking differently about work, about leveraging technology for innovation and growth?

Alex
Yeah.

AIvanna
Start asking those questions.

Alex
That’s a fantastic point to end on. This deep dive has given us plenty to ponder and we encourage you to explore the NASSCOM report further.

AIvanna
Yes.

Alex
It’s packed with insights for anyone curious about the future of work.

AIvanna
Definitely.

Alex
Thanks for joining us on the deep dive.

Alex
Hey everyone, welcome to a deep dive into something that might just make your workday a little bit easier. We’re talking about Intelligent Document Processing, IDP, and why it’s more than just a tech buzzword.

AIvanna
You know what’s really interesting about IDP? It’s not just digitizing documents. It’s using AI to unlock that valuable data trapped inside invoices, contracts, claims, you name it, and turn it into actual insights.

Alex
So it’s like taking those stacks of paperwork we all dread and turning them into something that actually helps businesses.

AIvanna
Exactly. And that’s exactly what we’ll be exploring

Alex
For this deep dive, we’ve got a ton of fascinating stuff to dig into.

AIvanna
Oh yeah. Industry reports predicting exclusive growth, case studies from companies like Deutsche Post DHL Group who are already seeing some serious efficiency gains, even insights from healthcare organizations using IDP to improve patient care.

Alex
Speaking of growth, one report predicts the IDP market will be worth over U.S. $66 billion by 2032.

AIvanna
That’s not just growth, that’s a tidal wave.

Alex
So why is IDP becoming so essential?

AIvanna
Well, businesses are practically drowning in paperwork, even in this digital age. And old school methods just can’t keep up.

Alex
Like we’re trying to compete in a Formula One race with a horse and buggy.

AIvanna
Pretty much. Customers expect instant responses, regulations demand airtight compliance, and businesses need solid data to make decisions.

Alex
And that’s where IDP comes in to save the day.

AIvanna
Exactly. It’s not just about going paperless, it’s about using AI to extract, analyze, and understand the data within those documents.

Alex
This is where things start to get really interesting for me. The AI behind IDP isn’t static, it’s constantly evolving.

AIvanna
Absolutely. We’re seeing generative AI taking accuracy to a whole new level.

Alex
Oh wow.

AIvanna
Imagine an AI that can decipher complex legal jargon in a contract, or pull key data points from a handwritten form, even personalize customer service interactions, based on what it finds.

Alex
That’s like having a team of super-powered interns working around the clock. But wouldn’t all this AI be a bit intimidating for the average person?

AIvanna
Great question. And that’s where conversational AI steps in. No more clunky menus or complicated commands. We’re talking about interacting with these systems using natural language, even voice commands.

Alex
So I could literally ask the system, find me all invoices from last month that are over $5,000, and it would just do it.

AIvanna
Exactly.

Alex
That’s pretty amazing.

AIvanna
And it doesn’t stop there. The next frontier is agentic AI, where these systems go beyond just following instructions.

Alex
Okay, agentic AI. Explain it to me like I’m five.

AIvanna
Okay, think of it this way. An IDP system that can extract data from an invoice, cross-reference that data with your inventory system, flag potential discrepancies, and then automatically generate a purchase order for missing items.

Alex
Whoa. So it can make decisions and take action on its own.

AIvanna
Exactly. We’ll dive into potential challenges and ethics later on, but first, how about we look at some real-world examples?

Alex
Okay, hit me with some inspiration. I want to hear how IDP is making a difference out there.

AIvanna
All right, let’s start with financial services. Maureen Terrell-Haro, who leads a team at a major financial institution, used IDP to streamline their operations, reduced task cycle times, freed up employees from more strategic work.

Alex
So instead of spending hours on paperwork, employees can focus on things that actually require human thinking.

AIvanna
Exactly. Building relationships, analyzing markets, developing skills. And it’s not just finance. Katie Curry at Millennial Specialty Insurance said any insurance company not using IDP for printed documents is way behind the curve.

Alex
I can only imagine how much paperwork the insurance industry deals with.

AIvanna
That’s right. Claims, policies, customer communications, IDP is a perfect fit for streamlining those processes. But here’s a story that really impressed me. Deutsche Post DHL Group, they already had a 90% automation rate.

Alex
90%. What else was there left to automate?

AIvanna
They used IDP to tackle the final 10% of inefficient payments. And guess what? They achieved a 70% efficiency increase in that area. It just goes to show that even companies already on the automation train can still find massive gains with IDP.

Alex
Okay. I’m starting to get some ideas for how IDP could work for me. But before I go off and try to automate my whole life, what are the keys to actually making it work? Because I have a feeling it’s not as simple as just buying some software and letting the AI do its thing.

AIvanna
You’re absolutely right. Implementing IDP is a strategic process, not just a technological one. There are definitely some things you need to keep in mind to avoid the pitfalls and really maximize those benefits.

Alex
Okay. I’m all ears. Give me the inside scoop.

AIvanna
You know, one of the biggest mistakes I see? It’s diving headfirst into IDP without a clear plan. It’s like setting off on a road trip, no map, no destination. You might end up somewhere, but is it where you want it to go?

Alex
So grab the metaphorical map and figure out where we want to end up on this IDP journey. Where do we start?

AIvanna
First things first, you got to define your goals. What do you want IDP to do for you? Reduce costs, boost efficiency, happier customers, or maybe all of the above. Once you know where you’re headed, you can start mapping out how IDP can get you there.

Alex
It’s like choosing between a beach vacation or a city adventure. You got to pack the right stuff for the right trip.

AIvanna
Exactly. And just like a road trip is more fun with friends, IDP works best when you’ve got everyone on board.

Alex
So we’re talking IT folks, the people actually using the system day to day.

AIvanna
Everyone. And speaking of impact, you got to build a solid business case from the start.

Alex
Okay. So we’re not just talking about the cool factor of AI. We need to show the actual impact on the bottom line.

AIvanna
Exactly convince the folks holding the purse strings that IDP is worth the investment. Then, once you’ve got the green light, it’s time to choose the right documents to train your AI.

Alex
Right. We talked about that earlier. It’s not just grabbing any old invoice or contract.

AIvanna
Nope. The documents you pick, they’re the foundation of the whole system. Think of it like teaching a chef to cook. If you only show them scrambled eggs, they won’t be whipping up a five-course meal.

Alex
Okay. Point taken. So we need a diverse menu for the AI, something that represents the real world.

AIvanna
Precisely. Clean, accurate, and a good reflection of your actual data. Garbage in, garbage out.

Alex
Makes sense. So we’ve got our plan, everyone’s on board, and we’ve fed the AI a good meal. What’s next?

AIvanna
Well, remember, IDP isn’t a one-and-done deal. It’s an ongoing journey. Technology keeps evolving, your business changes, new challenges pop up.

Alex
So it’s not a set-it-and-forget-it kind of thing. We need to stay flexible.

AIvanna
Absolutely. And that means having the right resources in place. Support from your IDP vendor, keeping those AI models up-to-date, and continuously tweaking your processes.

Alex
Like tending a garden. You can’t just plant the seeds and walk away.

AIvanna
Great analogy. And speaking of gardens, let’s talk about integration. Your IDP system needs to work smoothly with your existing IT setup.

Alex
Right. We mentioned integration earlier, but how does that actually work?

AIvanna
Basically, your IDP system needs to talk to your other systems. CRM, ERP, accounting software, all that jazz.The last thing you want is for your IDP to create more silos and make things even more complicated.

Alex
So it’s all about making sure the data flows smoothly between systems.

AIvanna
Exactly. Sometimes that means working with your vendor to build custom connections between systems. Now let’s talk about the people using this tech.

Alex
The human side of things. We touched on change management, but it feels like that deserves a deeper look.

AIvanna
Totally agree. It’s a biggie. We’re changing how people work, and that can be tough.

Alex
People might resist the change, or worry about automation taking their jobs. Or maybe just be confused about how to use the new system.

AIvanna
All valid concerns. That’s why communication, training, and support are so important. You gotta bring everyone along and make sure they feel comfortable with the new way of doing things.

Alex
So it’s not just teaching people how to click buttons. It’s about addressing their fears and getting them excited about IDP.

AIvanna
Right. And remember, IDP isn’t about replacing humans. It’s about empowering them.

Alex
Freeing them from those boring repetitive tasks so they can focus on the stuff that actually requires human brain power.

AIvanna
Exactly. And that brings us back to the idea of human in the loop. Even with amazing AI, we still need human intelligence.

Alex
People to double-check the data, handle the weird stuff, and make those judgment calls that AI just can’t.

AIvanna
Exactly. It’s like a symphony. Different instruments playing together to create something beautiful.

Alex
And just like an orchestra needs a conductor, we need a clear plan to make IDP sing.

AIvanna
Couldn’t have said it better myself. And here’s the thing. There’s no one-size-fits-all IDP solution. You need to find one that fits your business like a glove. The documents you handle, how complex your processes are, how much automation you’re aiming for. All that matters.

Alex
So no jumping on the bandwagon just because it’s trendy.

AIvanna
Exactly. Sometimes the best solution is a mix of different technologies. Maybe some off-the-shelf software, some custom development, and a dash of good old-fashioned human expertise.

Alex
It’s about finding what works best for you, not just following the crowd. Now I’ve heard a lot of buzz about process intelligence lately. What is that exactly and how does it play into all of this?

AIvanna
Process intelligence. It’s like having x-ray vision for your business. And it’s crucial for making IDP really shine.

Alex
Okay, now I’m intrigued. Tell me more.

AIvanna
It’s all about truly understanding your processes. How they work. Where things get stuck where the waste is. John Nizley, who knows a lot about this stuff, says IDP is powerful, but if your processes are a mess, IDP just makes that mess bigger, faster.

Alex
That’s a good point. It’s like trying to tidy up a room by shoving everything under the bed.

AIvanna
Exactly. So process intelligence helps you find the root of those inefficiencies and streamline things.

Alex
So how do we actually put process intelligence into practice? Any secret sauce?

AIvanna
Well, Nizley breaks it down into three parts. Discovery, optimization, and monitoring.

Alex
Okay, walk me through those.

AIvanna
Discovery is all about mapping out your current workflows. Where do documents come from? Who touches them? What happens at each step? There are tools that can actually give you a visual map, like a flowchart.

Alex
So you can see where the bottlenecks are.

AIvanna
Exactly. Then comes optimization stage two. This is where you get rid of unnecessary steps, automate the manual stuff, and bring in some fancy features like real-time data extraction and validation.

Alex
Basically fine-tuning your workflow to make it IDP-ready.

AIvanna
Precisely. And the final stage, monitoring, is about making sure your shiny new processes keep working smoothly. You need to track those key performance indicators, you know, those KPIs everyone’s always talking about.

Alex
Making sure the system is accurate, fast, and actually making a difference.

AIvanna
Exactly. And Nizley says monitoring isn’t a one-time thing, it’s continuous improvement. Do the prep work today and you’ll have smoother automation and better accuracy tomorrow.

Alex
Words to live by for any project, really plan carefully, execute well, and keep an eye on things.

AIvanna
Couldn’t agree more. And that brings us to something we can’t shy away from challenges, because no tech implementation is a walk in the park.

Alex
Okay, time to face the music. What are some of the bumps in the road we might hit on this IDP journey?

AIvanna
One of the biggest traps is unrealistic expectations. People get caught up in the hype and forget that IDP, like any technology, has limits.

Alex
Like buying a gadget that promises the world and then realizing it can’t even connect to the Wi-Fi.

AIvanna
Exactly. So do your research, understand what IDP can and can’t do, and manage those expectations. Don’t expect miracles overnight.

Alex
A little dose of reality check never hurts.

AIvanna
Absolutely. And don’t underestimate the complexity of IDP. A lot of companies think they can just build it themselves using cheap or free tools.

Alex
So it’s not just downloading an app and calling it a day.

AIvanna
Nope. Building a good IDP system takes specialized knowledge, support, and probably a decent chunk of change. Working with experienced vendors who can offer expert advice can be a lifesaver.

Alex
Makes sense. Like trying to build a house without knowing how to use a hammer.

AIvanna
Exactly. And that brings us to another potential headache. Scalability and integration. Making IDP work smoothly with your existing tech, especially in a big company, not always easy.

Alex
Right. We talked about how important integration is, but it sounds like it could be a real pain.

AIvanna
It can be. Choosing IDP platforms that play nicely with enterprise systems is key.Those APIs and connectors we mentioned earlier, they’re crucial for making everything work together.

Alex
So it’s like having a universal adapter that lets you plug anything into anything.

AIvanna
Exactly. And those cloud-based IDP solutions, they’re a godsend when you’re dealing with mountains of documents.

Alex
Cloud-based solutions always coming to the rescue in the digital age. But even with the best tech and the best planning, there’s one thing we can’t ignore. The potential for those generative AI hallucinations.

AIvanna
Ah, yes. The AI hiccups.Generative AI is powerful, but it can make mistakes.

Alex
So even AI has its off days.

AIvanna
You could say that. And when we’re talking about sensitive documents, that’s a problem. Imagine an AI messing up financial data or misinterpreting a legal clause. Disaster waiting to happen.

Alex
Definitely sounds like we need to tread carefully with generative AI, especially when the stakes are high.

AIvanna
Absolutely. That’s where purpose-built AI comes in. It’s designed to minimize those hallucinations by making sure the AI’s outputs are grounded in real, accurate data.

Alex
So it’s about using AI strategically, knowing its limitations, and always having a human keeping an eye on things.

AIvanna
Exactly. And on that note of human-AI teamwork, let’s zoom out and look at the bigger picture. How does IDP fit into the future of work?

Alex
Time to put on our futurology hats. What trends are shaping how we work, and where does IDP fit in?

AIvanna
One of the most exciting trends is the rise of low-code code solutions. We touched on this briefly before, but it’s a game changer.

Alex
It’s like giving everyone the power to code without actually having to be a programmer.

AIvanna
Exactly. And this is going to revolutionize how we use IDP. Imagine giving the people who actually work with the documents the power to build their own IDP workflows.

Alex
That would be amazing. So much faster and easier to adapt.

AIvanna
Absolutely. Putting the power of automation in the hands of the people who need it most. And this ties in with another major trend, security, regulations, compliance, all that fun stuff.

Alex
Right. Data breaches are all over the news these days. Companies have to be super careful.

AIvanna
Exactly. And IDP can actually be a huge help here. It can automate those compliance checks, make sure the data is accurate, and create audit trails, all essential for navigating that regulatory maze.

Alex
So IDP is like a bodyguard for your data.

AIvanna
In a way, yeah. It’s about building a safer, more compliant business. And that’s only becoming more important.

Alex
Now, what about industry-specific IDP solutions? Are those becoming more common?

AIvanna
Absolutely. As IDP grows up, we’re seeing more and more solutions tailored to specific industries.

Alex
Makes sense. Different industries, different documents, different ways of doing things.

AIvanna
Exactly. And having those pre-built models and tools for each industry saves a ton of time and effort.

Alex
Like having a specialized toolkit for every job instead of trying to use a screwdriver for everything.

AIvanna
Perfect analogy. And this trend is only going to get bigger as more businesses embrace IDP.

Alex
So we’ve covered a ton of ground today, from the basics of IDP to the potential challenges and even a glimpse into the future. But before we move on, I want to leave our listeners with something to think about.

AIvanna
I am all ears.

Alex
What areas of your work in your industry could benefit from IDP? What processes could be streamlined? What data could you extract more efficiently? What tasks could you hand over to AI? Take a moment to think about it. You might be surprised by what you come up with.

AIvanna
And remember, this is just the beginning of the IDP journey. Things are changing fast. Stay curious, stay informed, and see how IEP can shape your world.

Alex
Okay, so we’ve seen how IDP can really shake things up for businesses looking to streamline and boost efficiency. But it’s not just a one-off solution, right? It’s part of a bigger trend. The evolution of what we call Operational Excellence, or OPEX.

AIvanna
Absolutely. OPEX is all about constantly improving how businesses operate. And IDP is playing a bigger and bigger role in that journey.

Alex
So let’s trace that journey. Where did OPEX begin, and where is it headed in this age of AI?

AIvanna
Well, early OPEX methodologies, think Lean Six Sigma, were all about eliminating waste, reducing variations in processes. A lot of it was manual, identifying those inefficiencies and improving them.

Alex
Then came Robotic Process Automation, or RPA. Automating those repetitive tasks, freeing up human workers.

AIvanna
Right, so we’ve gone from manual improvements to basic automation. Where do we go from there?

Alex
Yeah, what’s the next leap?

AIvanna
AI. Specifically, generative AI. It’s taking OPEX to a whole new level. We call it Intelligent Automation.

Alex
Intelligent Automation. I like that. It’s not just automating for the sake of it. It’s about using AI to make those automations smarter, more adaptable.

AIvanna
Exactly. And modern OPEX is about more than just efficiency. Abhishek Soni, an advisor in the energy sector, he points out that it’s about leveraging technology, teamwork, sustainability, customer satisfaction, a truly holistic approach.

Alex
So it’s about people, processes, technology, data, all working together.

AIvanna
Precisely. And generative AI is the engine driving this dynamic OPEX. Santhosh Vijayabhaskar, he’s a director at a global financial firm, and he says it’s all about making operations more agile, intelligent, and responsive. Processes that can learn, adapt, improve continuously.

Alex
Almost like giving your operations a brain boost.

AIvanna
That’s a great way to put it. Generative AI can analyze tons of data, identify patterns, predict outcomes, even suggest optimizations all in real time.

Alex
Like having an AI-powered OPEX consultant on call 24/7.

AIvanna
You got it. And we’re seeing the impact across all sorts of industries. Priyank Mangal, a senior director at a software company, talked about the pressure on businesses to constantly innovate, and generative AI is seen as a key to achieving those goals.

Alex
So this isn’t just theory. There are real-world examples of this happening.

AIvanna
Oh, absolutely. In healthcare, Dr. Anthony Chang, a leading AI expert, he’s using generative AI to streamline admin tasks, personalize patient education, even provide 200-147 access to medical information.

Alex
So improving efficiency and patient care at the same time.

AIvanna
Exactly. And it’s not just healthcare. Walmart, they’re using generative AI to manage their huge product catalog more efficiently than ever before.

Alex
Okay, those are some seriously impressive examples. But let’s be real, implementing generative AI in OPEX, it can’t be easy.

AIvanna
Definitely not a walk in the park. There are some bumps in the road to be aware of.

Alex
So what are some of those potential pitfalls? What should businesses watch out for?

AIvanna
Data readiness is a big one. Generative AI needs good quality, well-structured data to work its magic. And a lot of businesses, they struggle with data silos, inconsistencies, you name it.

Alex
It’s like having all the ingredients for a gourmet meal, but they’re scattered all over the kitchen, unlabeled, expired.

AIvanna
Exactly. Data prep and integration are crucial first steps. Another challenge is process realignment. You often need to rethink and redesign existing processes to really make the most of AI.

Alex
Almost like renovating a house.

AIvanna
Yeah.

Alex
Sometimes you can’t just repaint, you need to tear down walls, reconfigure the whole space.

AIvanna
Great analogy. And of course, there’s the human element. We need to train people, give them the skills to work effectively with AI.

Alex
So it’s not just about the tech, it’s about preparing your people and your processes for this new AI-powered world.

AIvanna
Absolutely. You need a culture of continuous learning, experimentation, and leaders who champion AI and encourage innovation.

Alex
So what’s next for OPEX in this age of AI? Where are things headed?

AIvanna
One trend to watch is process autonomy. Processes that can monitor themselves, detect problems, and self-correct without any human intervention.

Alex
Self-driving processes. That sounds incredible.

AIvanna
It’s closer than you might think, thanks to AI, machine learning, and data analytics.

Alex
But what about humans? What role do we play in this hyper-automated future?

AIvanna
It’s important to remember, AI is a tool. How that tool is used depends on us. Human creativity, strategic thinking, problem-solving skills, those will be even more valuable in this new world.

Alex
So the future isn’t about humans versus machines, it’s about humans and machines working together to achieve operational excellence.

AIvanna
Exactly.

Alex
Well, we’ve covered a ton of ground in this deep dive, from the nuts and bolts of IDP to the future of OPEX.

AIvanna
It’s been a fascinating journey.

Alex
To our listeners, we hope this has opened your eyes to the potential of IDP and its impact on businesses. If you’re battling mountains of paperwork, inefficient processes, or just looking for ways to improve your operations, IDP could be the answer. As always, stay curious, stay informed, and keep exploring. Thanks for joining us on this deep dive. We’ll be back soon with another fascinating exploration of the world around us. Until then, keep learning, keep growing, and keep diving deep. See you soon.

Alex
All right, listeners, ready for a deep dive. Today we’re tackling value selling head on.

AIvanna
Yeah, it’s something we’ve been getting a tonne of requests for.

Alex
Especially from all of you out there and go-to-market roles. You know driving that revenue and you’re ready to ditch the old transactional sales playbook.

AIvanna
Right. Time for something new.

Alex
For a more customer-centric approach, right. And that’s where this framework we’re looking at today comes in. It’s called “Value Discovery and Selling” – 11 steps to really get you there.

AIvanna
Absolutely. And it’s really exciting to see this shift happening. In the sales world. Buyers are getting so much smarter, they don’t just want to hear a product pitch anymore. They want to know the why behind the solution.

Alex
Well, why?

AIvanna
How is it going to help them? How is it going to deliver measurable results? And that’s what we’re going to unpack.

Alex
So we’re treating each customer as if there are only customer or I mean that’s what it sounds like. Yeah, but how do we actually do that? Step 1- in this framework talks about “value hypothesis”. Value hypothesis – I like the sound of that. What exactly is that?

AIvanna
Value hypothesis. Think of it like this. It’s a guess, an educated guess about what your prospect values the most. Instead of just sending the same message out to everyone, right, you tailor that outreach based on their industry, their specific role, what’s going on with their company, what are their priorities.

Alex
OK. Just give me an example.

AIvanna
Sure. Imagine you’re selling marketing automation software instead of leading with all the bells and whistles, all the features. You start with a hypothesis like: This company is struggling to personalise their customer journeys at scale and because of that they’re seeing lower conversion rates.

Alex
Oh, OK, yeah, you’re getting them intrigued. You’re already thinking about their pain points before you even talk to them, but how do we even figure out what that hypothesis should be?

AIvanna
Well, no mind reading required. I promise. It all comes down to doing your research, leveraging those online tools, right?

Alex
OK, good. OK.

Alex
Uh.

AIvanna
Industry reports, competitive analysis, even their social media activity. Oh, yeah. Are they complaining about something online?

Alex
It’s an interesting.

AIvanna
Are they hiring for roles that signal a specific need?

Alex
Ah, I see. So it’s like detective work. Almost. You’re building a case before you even get in touch. I bet that really makes you stand out from those generic cold calls and emails.

AIvanna
For sure. And remember prospect engagement, that’s step one. It’s about more than just getting a meeting.

Alex
OK.

AIvanna
You want to provide value right from the start.

Alex
I like that.

AIvanna
So, think about maybe offering them a self-assessment tool. Calculator. Even a short video, something that addresses their potential challenge.

Alex
So give them a taste of what you can do. I love that so much more collaborative, so much more consultative than just the hard sell. OK, you got their attention. Now how do we know if they’re actually a good fit?

Alex
Step 2 is lead qualification and conversion. This is where we get down to business.

AIvanna
Exactly. Gotta separate those tyre kickers from the serious buyers and this is where we go way beyond that old Bant framework.

Alex
Oh yeah. OK, remind me Bant.

AIvanna
Budget authority, need and timeline, right? We’re not just checking boxes anymore. It’s about assessing their potential.

Speaker
Right.

Alex
Gotcha.

AIvanna
For value realisation.

Alex
Value realisation, I think.

AIvanna
Do their needs actually align with what our solution does?

Alex
Yeah, that makes.

AIvanna
Sense do they have the resources the internal buy in to actually make a change?

Alex
Because we could have the best product in the world, but if they’re not set up for success, it’s a recipe for disaster.

AIvanna
Exactly. Right. Frustration on both sides.

Alex
No. Yeah, absolutely. So how do we know if they’re ready for this change?

AIvanna
Well, instead of just trying to schedule a demo, our BDRs are having these strategic conversations, asking questions like what are your goals this year, what standing in your way? have you tried other solutions, what happened?

Alex
Wow, OK, those are not your typical qualifying questions. You’re really getting to those deeper challenges, painting a picture of what success could look like, but that means our BDR need a really deep understanding of the solution we’re offering, right.

AIvanna
Yep. Exactly. Absolutely, you got it.

Alex
So it’s more training for them.

AIvanna
Yeah, maybe shadowing senior sales reps, giving them access to customer success stories, you know, really getting them comfortable with these conversations.

Speaker
Mm.

Alex
OK, so we’ve got the prospect engaged. We’ve qualified them based on their potential for real results, time for Step 3. Initiate outcome centric sales cycle. I like where this is going.

AIvanna
Yeah, this is where things start to get really interesting.

Alex
I’m intrigued.

AIvanna
Instead of kicking off that sales conversation, talking about our product, right, we lead with their desire outcomes. OK, it sounds something like. Based on what we’ve talked about, we think you’re trying to achieve X and you’re running into Y&Z along the way. How can we help you get there?

Alex
O, we’re really reframing the whole conversation around their world, their needs. But if we’re not talking about our product first, how do we even bring it Up?

AIvanna
Yes. Remember that value hypothesis we’re talking about? That’s our springboard instead of our software. Does this and that it’s more like we’ve worked with other companies facing similar problems an here’s how we help them succeed.

Alex
OK, so you’re teasing the solution, not giving it all the way at once.

AIvanna
Exactly.

Alex
I see peaking their curiosity positioning yourselves as a problem solver, not just trying to make a. Ale, I’m liking this approach more and more, but let’s be real. Uncovering those deep seated business challenges, that’s Step 4. It’s not always easy. Yeah, they might not even realise what the root of their problems are.

AIvanna
Right. And that’s where our expertise comes in. This step is all about differentiation through teaching. We’re not just asking questions, we’re guiding them toward a better understanding of their own business, helping them connect the dots between those symptoms and the root causes.

Alex
Interesting. O you might be revealing insights that they hadn’t even considered. So you’re acting like consultants, almost bringing all your knowledge and experience to the table. But what if they think they already have?

AIvanna
Exactly. In a way.

Alex
The answers.

AIvanna
That happens sometimes. That’s one storytelling analogies. They become super powerful, say a customer struggling with inefficient processes instead of our software can automate that. You could tell them about another company, maybe one that was drowning in manual tasks, and how automation transformed everything.

Alex
Mm hmm. Right. Increased productivity cost savings. OK, so you’re giving them a vision of a brighter future where their problems are gone, but stories aren’t always enough to convince those data-driven decision makers.

AIvanna
Exactly. Yes.

Alex
That’s where Step 5 comes in. A line on KPI impact outcomes, right. Got to bring in the numbers.

AIvanna
Yes, that’s right. The numbers got to quantify the impact of those challenges. OK, you know, all those KPI is your customer cares about revenue growth, customer lifetime value, churn rate, whatever it is.

Alex
Right, right.

AIvanna
We need to figure out which ones are being hit hardest by those challenges, and then we show them the financial impact, the operational impact.

Alex
So it’s not enough to just say, hey, these inefficient processes are costing you money. We need to say your current processes are causing a 15% decrease in sales productivity. Which means you’re losing an estimated $500,000 every year.

AIvanna
Exactly. And then, of course, you show them how our solution can improve those KPIs.

Alex
Right. The flip side.

AIvanna
By automating your workflows we can help you increase that sales productivity by 20%. Potentially adding $650,000 back to your revenue.

Alex
OK, now you’re speaking their language. They love seeing those concrete numbers, but how do we make sure we’re focusing on the right KPI’s?

AIvanna
Right.

Alex
We don’t want to go down a rabbit hole that isn’t really relevant to them.

AIvanna
And that’s why those early conversations are so crucial.

Alex
Right back to those initial discovery conversations.

AIvanna
We’ve got to understand their big picture goals and how those translate into specific Kpi’s. We can’t just assume every manufacturing company cares most about reducing production costs, for example.

Alex
OK. Yeah.

AIvanna
Some might be laser focused on getting their products to market faster or improving product quality. We’ve got to tailor our value proposition accordingly.

Alex
Makes sense. OK, I’m following you. So we’ve uncovered the challenges, measured the impact, aligned our solution with their KPIs. Now it’s time for the big reveal, right? Step 6 – Link their value story to your solution. This is where it all comes together. So we’re taking that narrative. We started building and now our solution is the hero of the story.

AIvanna
That’s a great way to put it.

Alex
So instead. Just listing features, we’re showing them how those features translate into solutions or their specific challenges.

AIvanna
Yes. Remember how you were struggling with X? Well, our solution has feature Y which can help you overcome that by doing Z.

Alex
And you’re backing it up with data case studies, right? The old-world examples. This is where those demos come in. The customer testimonials.

AIvanna
Absolutely. Yes, social proof is so powerful. People want to see that it’s worked for others facing the same issues.

Alex
Oh, a bit. Yeah. It’s one thing to say, your software can increase efficiency, but showing them a company just like theirs that saw a 25% reduction in processing time, that’s compelling.

AIvanna
No, you’re talking.

Alex
Telling, OK, We’ve made our case, backed it up with evidence, but how do we turn all this into a proposal that gets them to sign?

AIvanna
Well, that’s where step 7 comes in. Co-create their business case, yes.

Alex
Reco create so we’re not just handing them a prepackaged ROI analysis, we’re actually involving them in the process. That’s right. I’ve never heard of that.

AIvanna
No. That’s right, that’s pretty cool.

Alex
Sounds. Like we’re giving away too much control.

AIvanna
It might seem that way, but trust me, it’s a game changer. By working together, we’re making sure that business case really reflects their needs, their priorities, their assumptions. We’re building trust, transparency.

Alex
Like, yeah. I see.

AIvanna
A sense of shared ownership.

Alex
OK. That makes sense. We’re not just telling them how much value we offer. We’re proving it, together. So, what does this actually look like? Brainstorming sessions? Shared spreadsheets?

AIvanna
Yeah, exactly. It depends really. OK, sometimes it’s a simple conversation, getting their input on key assumptions. Sometimes it’s a more interactive workshop. We build the ROI model together.

Alex
OK wow, it really does breakdown those barriers between the salesperson and the customer.

Alex
Customer, you’re on the same team.

AIvanna
That’s the goal.

Alex
Working towards a common goal, but even with a solid business case, internal politics, getting final approval, that can still be a challenge. So that’s where step 8 comes in. Empower your champion. OK, break that down for me.

AIvanna
Absolutely.

Speaker
Right.

AIvanna
Throughout the sales process, we should be looking for those internal champions, people who really believe in our solution and are willing to advocate for it within their own organisation.

Speaker
OK.

Alex
Right. So they’re like our cheerleaders. Our secret weapon. I like that. Yeah, on the customer side. But how do we actually empower them?

AIvanna
We equipped them with the knowledge and resources they need to really sell the value of our solution to their colleagues.

Alex
OK. Give him the tools.

AIvanna
Exactly. Maybe that’s clear. Messaging documents, presentations, they can share access to data.

Alex
So they could be our internal evangelists, but what if they run into resistance?

Speaker
Yes.

AIvanna
That’s where training comes in. Making sure they’re comfortable presenting the business case, answering tough questions, maybe even role-playing different scenarios.

Alex
Right. So you’re coaching them on how to be internal sales people.

AIvanna
Exactly.

Alex
It OK, we’ve built a strong relationship, created a compelling business case, an empowered our champion. We’re in the home stretch. Right we are. We’ll Keep the momentum going. Step 9 is negotiate, win and close. How is negotiation different with this value based approach? Doesn’t even feel like negotiation anymore.

AIvanna
It’s a different dynamic for sure. Eith traditional selling, negotiation can feel like a battle.

Alex
OK. Yeah, I know you mean.

AIvanna
Each side trying to get as much as they can from the other, but with a value-based selling. It’s still about creating mutual value.

Alex
We’re not just trying to get the best price for ourselves, we’re trying to find a solution that benefits both sides.

AIvanna
Right.

Alex
And sets this up for a successful partnership. But what if they push back on the price? Try to negotiate terms that undermine all the value we’ve worked to.

AIvanna
Build. That’s when our deep understanding of their needs and that strong value proposition we’ve created, that comes in. We can confidently explain why our solution is worth the investment, how it’s going to deliver a positive ROI. We can point back to the business case, highlight those tangible benefits.

Alex
OK. We’re coming from a position of strength, not desperation. It’s not. Take it or leave it. It’s here’s the value we offer. And here’s why it’s worth every penny.

AIvanna
Right. Like that.

Alex
But those dreaded questions, you know, why change? Why now? Why you? Those can be deal Breakers.

AIvanna
Oh for sure

Alex
You’re not ready.

AIvanna
For them, they can be tricky, yes, but they’re also a chance to really reinforce the value we’ve been talking about.

Alex
OK.

AIvanna
Your proposal needs to answer those questions head on, remind them of their challenges, the risks of doing nothing and why we are the best fit.

Alex
OK.

Alex
A final reminder of everything we’ve accomplished together leading to that aha moment. The contract to sign. We’re celebrating, but the work isn’t over, is it?

AIvanna
Not at all. The sale is just the beginning.

Alex
Right, step 10. Create a success plan. Now we’re focused on making sure they actually realise the value, right? We’re not just leaving them to figure it out on their own. We’re building a road map.

AIvanna
Exactly, yeah.

Alex
What does that look like in practise?

AIvanna
It starts with clear steps, steps tied to those KPI’s we talked about and the challenges we’ve uncovered, right steps that are measurable, actionable, aligned with their goals.

Alex
it’s a step-by-step guide to actually achieving the outcomes we’ve promised. What else is important?

AIvanna
Digs out. Making sure someone’s accountable for every step a system for tracking progress. Measuring results.

Alex
Right, right. So we can spot any roadblocks early on, clear responsibilities, regular monitoring. Those are key.

AIvanna
Exactly you.

Alex
Absolutely. And we need those milestones too, right? Those little wins along the way to keep the momentum going.

AIvanna
Celebrate those wins.

Alex
Keep everyone motivated for sure. OK, so the success plans in place, we’re tracking progress, hopefully seeing those positive results, but. We’re not done yet are.

AIvanna
We Nope. Step 11 track and evolve the Success plan. This is where it gets really. OK. Value selling is iterative. It’s about constantly monitoring, getting feedback and making improvements.

Alex
Yeah. So we’re staying engaged, gathering data, making sure the solution keeps delivering value. It’s a true partnership working together to overcome challenges, celebrate the wins and make sure that solution keeps getting better.

AIvanna
Exactly.

AIvanna
I couldn’t have said it better myself.

Alex
But this all takes time and resources. How do we convince our sales teams to prioritise this when they’re already juggling so much?

AIvanna
That’s a great question and it’s something we’re going to dive into in Part 2 of this, Deep Dive.

Alex
OK, we’ll save that for next Time. Yeah, I’m looking forward to it.

AIvanna
We’ll talk about leadership and enable. And how these things are crucial for creating a culture that supports this. Customer centric approach.

Alex
Perfect, so for now, let’s take a step back and reflect. What are the big takeaways from this first part of our Dee dive into value selling?

AIvanna
All right, let’s do it. O, welcome back to the Deep Dive.

Alex
We were just talking about how value selling isn’t just a one-time thing. You know, you don’t just close the deal and walk away. It’s about ongoing engagement, right? Making sure the customer gets the full value out of their investment.

AIvanna
Exactly.

Alex
But it’s easy for us to sit here and talk about it. Customer centricity, long term, partnership’s it all sounds great. Yeah, but. Do you actually implement this kind of change? Across an entire sales organisation, where do you even begin?

AIvanna
Well, that’s her strong leadership comes in and a solid enablement programme. Those are the two pillars. Without them, even the most well-intentioned sales team will struggle.

Alex
OK, leadership. OK. let’s start with leadership. What does it look like for sales leaders to really champion this approach? Is it just about giving PEP talks? Telling everyone to put the customer first.

AIvanna
It’s. Gotta be more than that. Leaders need to walk the walk. They need to make customer centricity part of the sales culture.

Alex
OK. How do they do that?

AIvanna
Well, it starts with how they define success and how they measure performance.

Alex
OK. So are we ditching those old school sales metrics? Number of calls, deals closed, all that. Those always felt a little too focused on the salesperson. And not enough on the customer.

AIvanna
You’re right, we need to shift the emphasis. It’s not just about activity anymore. We need to track and reward the behaviours that actually align with value selling.

Alex
OK. Give me an example.

AIvanna
Are your salespeople consistently developing those value hypothesis we talked about? Are they having those deep discovery conversations, uncovering the root causes of the customer’s problems? Are they working with the customer to build those business cases?

Alex
OK. So you’re incentivizing the right behaviours, but leaders can’t just set expectations and then disappear. They need to be more involved, right?

AIvanna
You’re right. They do. They need to be actively participating, providing guidance, support, maybe even getting involved in key customer meetings themselves.

Alex
OK. I bet that sends a powerful message when the leader’s right there alongside you.

AIvanna
Showing that they believe in it.

Alex
That it’s not just another passing fad. What about performance reviews?

AIvanna
Exactly. Those are important too. There shouldn’t just be about the numbers. They should also be about identifying areas for improvement, coaching, feedback.

Alex
Yes, Sir. Right.

AIvanna
Back making sure everyone feels supported.

Alex
So it’s a constant process of learning and development, not just a one-time training

AIvanna
It is, yeah.

Alex
Event. Which brings us to that other pillar you mentioned “enablement”.

AIvanna
Yes.

Alex
So what is a good enablement programme look like for value selling?

AIvanna
It’s all about giving your sales team the knowledge and the skills they need and the tools.

Alex
Right.

AIvanna
So they can actually put value selling into practise.

Alex
OK. So more than just handing them a copy of the 11-step framework.

AIvanna
Yeah, definitely more than that. What does it actually involve? Well, you need comprehensive training that covers everything from developing those hypotheses to navigating tough negotiations to building those collaborative success plans.

Alex
OK. Wow, that’s a lot.

AIvanna
It is, but it needs to be engaging, interactive and tailored to different roles and experience levels.

Alex
OK. So are we talking classroom style workshops? Online modules, what’s the best way to do it?

AIvanna
I think a mix is best.

Alex
OK, a blended approach.

AIvanna
Different formats for different learning styles makes sense. You might have in person workshops for some things right online modules for self-paced learning. OK, even role-playing.

Alex
OK, role-playing? Oh, yeah, I can see that being helpful.

AIvanna
To practise those customer conversations.

Alex
But how do you make sure the training sticks? How do you prevent it from being just another box to Check.

AIvanna
That’s where reinforcement comes in. An ongoing support give them resources they can refer back to: Cheat Sheets, battle cards, templates for those business cases.

Alex
Uh-huh.

AIvanna
Maybe create a community of practise.

Alex
A community.

AIvanna
Where they can share best practises, ask questions, learn from each other.

Alex
I like that. So it becomes part of the.

AIvanna
Exactly.

Alex
Value selling is just how you do things. The goal, but even with the best training, there will be challenges, right? Of course.

Alex
Unexpected situations, things that come up. The real world. How do you handle that?

AIvanna
That’s where feedback is so important. OK, leaders need to be constantly getting feedback from their teams. What’s working, what’s not? How can we improve the training?

Alex
OK. So it’s a two way.

AIvanna
It is.

Alex
Open communication, continuous improvement. Everyone’s learning together.

AIvanna
Exactly.

Alex
S why does all this matter? What’s the big payoff for getting this right?

AIvanna
Well, when value selling is done well, it’s not just about boosting sales in the short term. It’s about creating a more sustainable approach; one that’s truly customer centric.

Alex
Yeah. OK. That benefits everyone, but I bet some people are rolling their eyes right now thinking. “Value selling” just another buzzword. Oh, something that sounds good, but it’s hard to actually measure especially those sales leaders who are laser focused on hitting their numbers.

AIvanna
I’m sure. And that’s a valid concern, but that’s where the data comes in, because value selling isn’t just about warm fuzzy feelings. It’s about driving real results.

Alex
Yeah. OK, let’s talk about that. So give me an example.

AIvanna
I worked with a software company, After they adopted a value selling approach, their average deal size went up by 15%.

Alex
Wow, 15%, that’s significant. Why do you think that happened?

AIvanna
It is. They weren’t competing on features anymore, they were selling the value their solution offered.

Alex
Right. They could command a premium price.

AIvanna
Exactly.

Alex
But what about thesales Cycle. Didn’t we talk about how value selling takes more effort up front, all those discovery conversations, the business case?

AIvanna
Yeah.

Alex
Wouldn’t that actually slow things down?

AIvanna
It might seem that way. Yeah, but we often see the opposite. When you really understand the customer’s needs and you tailor your solution accordingly. The decision-making process actually gets faster.

Alex
Interesting.

AIvanna
Less back and forth, fewer objections, a smoother path to, yes.

Alex
I see. So you’re actually saving time in the long run because you’re not wasting time on deals that aren’t a good fit.

Speaker
Right.

Alex
But what about those people who say my industry is different or my customers are too focused on rice. This won’t work for them.

AIvanna
I get that every industry has its own challenges. Yeah, but the basic principles of value selling they apply everywhere. Yeah, it’s about understanding what your customer wants to achieve, aligning your solution with those goals.

Alex
OK.

AIvanna
And then showing them the value you can deliver.

Alex
So even if you’re selling something as simple as, I don’t know, industrial widgets, sure, you can still use value selling absolutely by focusing on how those widgets help your customer. Maybe they increase efficiency, boost productivity, improve their bottom line. And what about price sensitivity?

AIvanna
Value selling isn’t about charging the most you can. It’s about justifying the price you are charging by clearly demonstrating the value. If you can show them how your solution will save them money or help them make more money.

Alex
OK. Or reduce their risks.

AIvanna
Price becomes less of an issue.

Alex
So it’s really a mindset shift. It’s not just about techniques or tactics, it’s about changing how we think.

Speaker
It is.

AIvanna
And our role as salespeople, it’s about moving beyond transactions towards something more transformative.

Alex
OK, I like that. Building real partnerships, becoming trusted advisors but changing mindsets. Yeah, especially in a big company. That’s not easy. What are some of the challenges we might might.

AIvanna
Yes. Exactly.

AIvanna
Well, one of the biggest ones is resistance. Change OK.

Alex
OK, yeah, people don’t always like new things.

AIvanna
Especially if they’ve been successful with the old way. Doing things.

Alex
Right, it can feel risky. It can. So how do we get everyone on board?

AIvanna
It starts with strong leadership, leaders need to clearly explain the benefits and for the individual.

AIvanna
And for the company as a whole.

Alex
Right painted picture of a better future.

AIvanna
Exactly.

Alex
Where value selling is just how you do business, but it can’t just be talked down.

AIvanna
No you have to empower the salespeople? Give them the training and support they need.

Alex
OK. So they can see the value for themselves. Another challenge I’m guessing is the time it takes.

AIvanna
Exactly.

Alex
To really understand the customer in a fast-paced sales environment, it’s tempting to skip that and justice go straight to the pitch.

AIvanna
Oh yeah, I understand that.

Alex
O how do we avoid that trap?

AIvanna
Salespeople need to understand that investing time up front will actually save them time later.

Alex
Hmm, OK, work smarter. Not harder. Exactly. And leaders can help with that, right?

AIvanna
They can by setting realistic expectations, providing tools and resources, and rewarding quality over quantity.

Alex
Mm hmm. And let’s not forget about technology. There are so many tools out there that can help CRM Systems, Sales intelligence platforms, even AI.

AIvanna
They can be game changers.

Alex
Especially for busy salespeople.

AIvanna
But technology alone isn’t enough.

Alex
Right, it’s a tool.

AIvanna
It has to support the human element of value selling.

Alex
We still need those conversations, those relationships, that personal touch. So, it’s about finding the right balance, technology and human interaction, automation and personalization.

AIvanna
It is. Yeah. You got it.

Alex
So as we wrap up this part of our deep dive, what are the key takeaways you want our listeners to remember?

AIvanna
All right, a few things to keep. Mind. Value selling is a mindset shift.

Alex
Not just a bag of tricks.

AIvanna
Right. It’s about putting the customer first. Creating value for both sides, got it. Second leadership and enablement are crucial.

Alex
We talked about that.

AIvanna
Leaders need to be champions, and salespeople need the right support.

Alex
Training resources all that.

AIvanna
Exactly.

Alex
Finally, OK.

AIvanna
This is a journey. There will be bumps in the road.

Alex
Right.

AIvanna
But don’t be afraid to experiment. Learn from your mistakes. Keep getting better.

Alex
Yeah, so true. This has been fantastic. I can’t wait to see how our listeners use these insights to transform their own sales approach.

AIvanna
Me too. It’s exciting stuff.

Alex
Building those strong, lasting customer relationships.

AIvanna
That’s what it’s all about.

Alex
And driving real results.

AIvanna
Absolutely.

Alex
OK, we’ve got one more part to go in part three, we’re going to address those lingering doubt. Talk about the tangible benefits of value selling and leave you with some actionable insights to take your sales game to the next level.

AIvanna
I’m looking forward to it.

Alex
Welcome back to the Deep dive for our final part on value selling. So, we’ve talked about the steps, the leadership, the enablement, but I bet some of you are still wondering, does this stuff really work? Does value selling actually live up to the hype?

AIvanna
It’s a good question and I get it. There’s a lot of buzz around it. Yeah. And I think some people worry it’s all just you know touchy feely stuff.

Alex
Right. Warm and fuzzy feelings. But what about the bottom line?

AIvanna
And that’s a valid concern, especially for those sales leaders out there who are measured on those hard numbers. But here’s the thing, value selling isn’t just about happy customers. It’s about driving real business results.

Alex
Exactly.

Alex
So let’s talk numbers. Then let’s do it. What kind of impact are we talking about here?

AIvanna
Let’s do it. Talking about here, well, when it’s implemented correctly, we see companies consistently. Achieving higher win rates, shorter sale cycles. And yes, increased revenue.

Alex
OK, so give me some real world examples.

AIvanna
All right, one company I worked with, they were a software provider. After they adopted value selling their average deal size went Up by 15%.

Alex
15%! That’s huge. Why do you think that happened?

AIvanna
It is, They stopped competing on features alone. They were selling the value of their solution offered.

Alex
OK. They could justify a higher price, but without the sale cycle we talked about how value selling takes more effort up front, right? More Indepth conversations, more collaboration. Wouldn’t that actually make the sales cycle longer?

AIvanna
Exactly right. It seems counter intuitive, yeah, but we often see the opposite happen. Really, when you truly understand the customer and tailor your approach. Yeah, the decision-making process, actually speaks up.

Alex
Interesting.

AIvanna
Less back and forth, fewer objections, a faster path to yes.

Alex
OK. So it’s more efficient in the long run, but I know some people are thinking my industry is different or My customers are obsessed with price. This won’t work for them.

AIvanna
And every industry does have its unique challenges. Yeah, but the core principles of value selling, they’re universal. It’s about understanding what your customer wants to achieve, aligning your solution with those goals and then showing them the value, the ROI.

Alex
OK. Right.

Alex
If you’re selling, I don’t know something really basic. Like office supplies. Sure, you can still apply these principles.

AIvanna
Yeah, absolutely. You can show them how the supplies contribute to their productivity, their bottom line.

Alex
And what about price sensitive customers?

AIvanna
It’s not about charging the highest price. OK, it’s about justifying the price. You are charging. All right, showing them the value they’re getting in return. If you can prove that your solution will save them money or make them money, price becomes less of a problem Point.

Alex
So it’s a different way of thinking.

AIvanna
It is. It’s a mindset shift.

Alex
It’s not just a bunch of techniques or a script to follow, right? It’s about changing your whole approach to selling.

AIvanna
Exactly. And seeing yourself as more than just a salesperson, OK, you’re a partner, a trusted advisor.

Alex
I like that. But changing mindsets, especially in a big organisation, it’s not easy.

AIvanna
It’s definitely a process.

Alex
What are some of the biggest challenges we might face?

AIvanna
Well, people are naturally resistant to change.

Alex
Yeah, that’s true.

AIvanna
Especially if they’ve been successful with the old way of doing things.

Alex
Right. They don’t want to rock the boat.

AIvanna
And that’s where leadership comes in.

Alex
Back to leadership.

AIvanna
Leaders need. Be clear about the benefits of value selling.

Alex
OK.

AIvanna
Oh, not. For the company, but for the salespeople themselves.

Alex
Right. What’s in it for?

AIvanna
Then they need to create a culture that embraces this approach.

Alex
Where value selling is the norm.

AIvanna
Exactly.

Alex
Another challenge I think is just the time commitment. It takes time to really understand the customer’s needs and at a fast-paced sales.

Alex
It’s tempting to just skip that part and go straight to the pitch.

AIvanna
I get it. It’s easy to fall. That trap?

Alex
So how do we avoid that?

AIvanna
Well, salespeople need to understand that investing that time up front will actually save them time in the long run.

Alex
Right back to that efficiency piece.

AIvanna
Exactly. And leaders can help by setting realistic expectations, providing the right tools and resources, and rewarding quality over quantity.

Alex
So don’t just focus on the number of calls. Focus on the quality of those interactions and technology can help too, right?

AIvanna
Absolutely. There’s so many great tools out there that can streamline the process CRM system. Sales intelligence platforms, even AI powered tools that can analyse customer data.

Alex
So we can work smarter, not harder. The goal, but technology is just a tool. It can’t replace the human element of selling. We still need those conversations, those relationships.

Speaker
It is.

AIvanna
Couldn’t agree more.

Alex
So it’s about finding that balance, right, technology and human interaction, automation and personalization.

AIvanna
It is. Yes. Exactly.

Alex
so as we wrap up this deep dive into value selling. What are the key things you want our listeners to take away from this?

AIvanna
Alright, here’s what I hope you remember. Value selling is a mindset. It’s about putting the customer first.

Alex
OK. Mm. And creating value for both sides exactly. We also talked about the importance of leadership, yes.

AIvanna
Leaders need to be champions for this approach.

Alex
And salespeople need the right support.

AIvanna
Training resources all of that.

Alex
And finally, remember that this is a journey. It’s.

AIvanna
Not going to happen overnight.

Alex
There will be bumps along the.

AIvanna
Way. But that’s OK, you learn and.

Alex
You grow so true. This has been an incredible deep dive.

AIvanna
I’ve really enjoyed it.

Alex
Important I hope our listeners feel empowered to take what they’ve. Learned and transform their own approach to selling.

AIvanna
Absolutely. Building those strong relationships, those win-win partnerships.

Alex
And driving real measurable results.

AIvanna
That’s what it’s all about.

Alex
So that’s it for a deep dive into value selling. Thanks for joining us.

AIvanna
It’s been a pleasure.

Alex
Until next time, happy selling everyone.

Alex
Hey there.

Alex
Welcome to the Deep Dive.

Alex
Today we’re going to be tackling something that’s a bit of a beast, AWS Marketplace.

Alex
We’ll pull out the most important points, and you can walk away feeling confident about what AWS Marketplace is, how it works, and why it matters whether you’re buying or selling.

Alex
So, ready to dive in and unlock this cloud marketplace mystery?

AIvanna
Let’s get to it.

AIvanna
Think of AWS Marketplace like a massive online store, but instead of clothes or gadgets, you’re browsing for software and services that run on AWS.

AIvanna
It’s designed to make finding, comparing and deploying solutions as easy as possible.

Alex
OK.

Alex
So it’s kind of like an App Store, but for businesses.

AIvanna
That’s a great analogy.

AIvanna
And like an App Store, you’ve got options, free trials, hourly or monthly subscriptions, even annual commitments.

AIvanna
It really caters to different needs and budgets.

AIvanna
And the best part?

AIvanna
AWS handles all the billing so you don’t have to juggle invoices from a dozen different vendors.

AIvanna
It all shows up neatly on your AWS bill.

Alex
That’s a huge time saver.

Alex
So what kind of software are we talking about here?

Alex
Is it just for developers or can any business find something useful?

AIvanna
There’s truly something for everyone.

AIvanna
You’ve got everything from infrastructure essentials like databases and security tools to cutting edge machine learning algorithms, developer tools, complete business applications, and even prepackaged data sets.

Alex
Wow, that is quite the selection.

Alex
So who are the folks actually offering all this on AWS Marketplace?

AIvanna
Those would be the sellers, the companies who create and manage these offerings.

AIvanna
Think of them as the shopkeepers stocking the digital shelves.

AIvanna
And just like in a physical store, they’ve got to meet certain standards to ensure quality and security.

Alex
OK, that makes sense.

Alex
So to become a seller, what’s the process like?

Alex
Is it like setting up a shop on Etsy or is it a lot more complicated?

AIvanna
It’s a bit more involved than Etsy, but AWS has streamlined the process.

AIvanna
First, you’ll create a public profile to showcase your brand and offerings.

AIvanna
Then you’ll need to handle the usual business requirements, like providing tax information and bank details for receiving payments.

AIvanna
There’s also a Know your Customer process, which is standard for any financial platform.

Alex
Makes sense, they want to ensure everything’s legitimate.

Alex
What about sellers who aren’t based in the US?

Alex
Is that a hurdle?

AIvanna
Not at all.

AIvanna
AWS has a solution for that.

AIvanna
Let’s say you’re a developer in India with a brilliant app to sell.

AIvanna
You might not have a US bank account, so AWS partners with a service called Hyperwallet to act as your virtual U.S.

AIvanna
bank account.

AIvanna
This makes it seamless to receive payments from AWS Marketplace no matter where you are in the world.

Alex
That’s really smart.

Alex
It opens up the marketplace to a global pool of talent.

Alex
So once a seller jumps through all those hoops, what’s next?

Alex
Did they just list their product and cross their fingers?

AIvanna
Not quite.

AIvanna
AWS Marketplace takes security seriously, so they have ongoing scans to ensure products comply with their policies and don’t pose any security risks.

AIvanna
It’s like having a constant security check to keep the marketplace trustworthy.

Alex
So it’s not just a free for all.

Alex
There’s a real commitment to quality and security.

Alex
Now you mentioned different types of products earlier.

Alex
Let’s dig into those a bit more.

Alex
What are some of the most popular categories?

AIvanna
We can break them down into 6 main types.

AIvanna
First up, you have AMI based products.

AIvanna
Think of these as preconfigured virtual machine images that allow you to quickly launch a specific operating system and software stack.

Alex
So it’s like a ready made template for a virtual machine.

AIvanna
Exactly.

AIvanna
Then you have container based products which are perfect for deploying modern microservice based applications.

Alex
Container based?

Alex
That’s a hot topic these days.

Alex
What makes them so special?

AIvanna
It’s all about flexibility and efficiency.

AIvanna
Containers allow you to package your application and its dependencies in a standardised way, making it incredibly portable and easy to deploy across different environments.

Alex
So I could take my containerized app

AIvanna
yeah,

Alex
and run it on my laptop, on a server or even in the cloud, all with the same package.

AIvanna
Precisely.

AIvanna
An AWS Marketplace makes it even easier to deploy these containerized applications, whether you’re using Kubernetes or another platform.

Alex
OK, so AMIs and containers are popular choices.

Alex
What else is on the menu?

AIvanna
Next up we’ve got machine learning products.

AIvanna
Think algorithms and pre-trained models ready to tackle specific tasks.

AIvanna
This is a game changer for businesses looking to leverage the power of AI, without building everything from scratch.

Alex
It’s like having an AI expert on call.

AIvanna
Exactly.

AIvanna
Now let’s talk about SaaS, or Software as a service.

AIvanna
This is your classic cloud software model where you subscribe to a service and access it online.

AIvanna
Think CRM platforms, project management tools and.

Alex
Like those are everywhere these days.

AIvanna
They are, and for good reason.

AIvanna
SaaS offers incredible flexibility and scalability, allowing businesses to access powerful software without the hassle of managing infrastructure.

Alex
So AWS Marketplace has a whole section dedicated to SaaS offerings.

AIvanna
Absolutely.

AIvanna
And it’s one of the fastest growing segments of the marketplace.

AIvanna
Now we have two more categories to cover, both a bit different from the others.

AIvanna
Professional services – which focus on expertise and consulting rather than software itself.

AIvanna
This could include things like cloud migration, security assessments, or.

AIvanna
Training.

Alex
It’s like finding a specialist to help you navigate the cloud.

AIvanna
Exactly.

AIvanna
And finally, we have data products.

AIvanna
These are curated data sets made available through AWS Data Exchange, giving you access to valuable information for your business or research.

Alex
Wow, that’s quite the range.

Alex
So we’ve got a good understanding of what’s being sold, but what about the buyers?

Alex
Why would they choose to go through AWS Marketplace instead of just buying directly from the software vendor?

AIvanna
That’s a great question and it highlights the real value proposition of AWS Marketplace.

AIvanna
One of the biggest benefits is simplified procurement.

AIvanna
Think of it as a streamlined purchasing process where you can easily find, compare, and make purchases all in one place without having to navigate separate vendor websites and contracts.

Alex
It’s like having a one stop shop for all your software needs, all within the familiar AWS ecosystem.

AIvanna
Exactly, and on top of that, you get the benefit of consolidated billing through your existing AWS account.

AIvanna
This means all your software purchases appear on the same bill as your AWS services, making it incredibly convenient to track and manage spending.

Alex
That’s a huge benefit.

Alex
It eliminates the headache of dealing with multiple invoices from different vendors.

AIvanna
And let’s not forget about the flexibility of pricing options.

AIvanna
AWS Marketplace offers everything from free trials to hourly or monthly subscriptions, annual commitments and even the option to bring your own licence.

Alex
So it caters to a variety of budgets and needs.

Alex
That’s impressive.

Alex
I’m curious, Let’s say I’m a business owner looking for a specific software solution.

Alex
How does AWS Marketplace help me find the right fit?

AIvanna
That’s where the marketplace really shines.

AIvanna
Think of it like browsing an online store, but with powerful filters and search capabilities.

AIvanna
You can narrow down your options by category, pricing model, operating system deployment method, and even specific features.

Alex
So I can get really granular with my search to find exactly what I need.

AIvanna
Absolutely, and to help you make informed decisions, AWS Marketplace includes user reviews and ratings for each product.

AIvanna
You can see what other customers are saying about their experience, both good and bad, before committing to a purchase.

AIvanna
It’s like having a crowdsourced guide to help you choose the right software.

Alex
That’s a valuable resource.

Alex
It takes the guesswork out of the equation.

AIvanna
OK.

AIvanna
So we’ve covered how AWS Marketplace benefits buyers, but let’s flip the coin.

AIvanna
We talked about the seller registration process earlier, but I’m curious about the specifics of actually selling different product types.

AIvanna
We touched on those six main categories earlier.

AIvanna
Let’s pick a few of the most interesting ones and unpack how selling works for each.

AIvanna
What about SaaS products?

AIvanna
Those seem incredibly popular these days.

Alex
Great choice.

Alex
Selling SaaS on AWS Marketplace is a whole world in itself, and we’ll need to dive deeper into that.

Alex
However, before we get there, let’s take a moment to explore what it takes to sell professional services on the platform.

Alex
OK, so we’re switching gears to professional services before we tackle SaaS.

Alex
That sounds intriguing.

AIvanna
It is, and it highlights a unique aspect of AWS Marketplace that often gets overlooked.

AIvanna
Selling professional services is about offering expertise and consulting, not software licences.

AIvanna
It’s about helping businesses navigate the complexities of the cloud and achieve their specific goals.

Alex
So it’s less about selling a product and more about selling your skills and knowledge.

AIvanna
Exactly.

AIvanna
It’s like being a trusted advisor in the cloud world.

Alex
Now I’m curious, how does that actually work within AWS Marketplace?

Alex
Is it like setting up a profile on a freelancing platform?

AIvanna
Not quite.

AIvanna
AWS Marketplace provides a more structured approach.

AIvanna
You’ll typically create a private offer, meaning you’ll negotiate the turns and pricing directly with the buyer, just like in traditional consulting engagement.

Alex
So it’s a more personalised approach?

Alex
Yeah, tailored to the specific needs of each client.

AIvanna
Exactly, and AWS Marketplace acts as the platform to connect you with potential clients and handle the payment processing.

AIvanna
But the actual service delivery is up to you.

Alex
That makes sense.

Alex
It’s a win-win for both parties.

Alex
The buyer gets expert help and the seller gets a trusted platform to showcase their skills and connect with clients.

Alex
OK, so we’ve got a good grasp on professional services.

Alex
Before we jump into the world of SaaS, I want to touch on one more product type, machine learning.

Alex
This seems like a hot area with huge potential but also some unique challenges.

AIvanna
You’re absolutely right.

AIvanna
Selling machine learning products on AWS Marketplace can be incredibly lucrative, but it also requires specialised knowledge and a different approach.

AIvanna
It’s not just about packaging your software, it’s about making sure your AI models can integrate seamlessly with the AWS ecosystem.

Alex
OK.

Alex
So what are some of the key considerations for selling machine learning products?

AIvanna
First off you need to understand the two main types of products.

AIvanna
Algorithms which are the building blocks of machine learning and model packages which are pre-trained models ready to be used for specific tasks.

Alex
I’m guessing there are specific requirements for packaging and deploying these ML products.

AIvanna
Absolutely.

AIvanna
You need to create what are called “Training and Inference” images, which are essentially Docker containers containing your ML code and dependencies.

AIvanna
These images need to follow a specific structure called the Sagemaker AI file structure to ensure compatibility with AWS’ Machine Learning platform.

AIvanna
Think of it as a standardised blueprint that guarantees your ML model will work seamlessly within the AWS ecosystem.

AIvanna
So.

Alex
It’s not just about writing good code, it’s about making sure it fits within the AWS framework.

AIvanna
Exactly, and to make sure everything is up to snuff, AWS has a validation process that checks if your images run and respond as expected.

AIvanna
This helps maintain quality and ensures that buyers get what they’re paying for.

Alex
OK, we’re starting to see how each product type has its own nuances and considerations for selling on AWS Marketplace.

Alex
We’ve covered a lot of ground from the basic concepts to the specifics of selling professional services and machine learning products, but we haven’t even touched on SaaS yet.

Alex
And there’s a whole other side to this, the financial and legal aspects.

Alex
I know, not the most glamorous topic, but super important nonetheless.

Alex
So after a quick break, we’ll dive into the world of pricing models, payments, refunds, agreements and all those fun details that keep the marketplace running smoothly.

Alex
Don’t go anywhere.

Alex
TDFS, The Deep Dive Episode 2025-01-01, art.

Alex
Two of three.

AIvanna
Welcome back.

AIvanna
OK, let’s switch gears and tackle the financial and legal side of AWS Marketplace.

AIvanna
First up, pricing.

AIvanna
What kind of options do sellers have?

AIvanna
Is it a free for all or are there some guidelines?

Alex
AWS Marketplace offers a good deal of flexibility when it comes to pricing, but it’s not the Wild West out there.

Alex
You’ve got your standard options like hourly, monthly, and annual subscriptions.

Alex
Think of it like choosing a gym membership.

Alex
Pay as you go, commit for a month or go all in for a year.

Alex
And I’m guessing there are options for longer commitments too.

AIvanna
You bet.

AIvanna
Multi year contracts are also possible, particularly for larger deals or enterprise customers.

AIvanna
And then you’ve got BYO or Bring Your Own Licence, which is perfect for customers who already have software licences and just want to use them on AWS.

Alex
So lots of choices there.

Alex
Now the big question, payments.

Alex
How does that work?

Alex
Does AWS handle all of that or do sellers need to set up their own systems?

AIvanna
One of the best things about AWS Marketplace is that AWS handles the entire billing and payment process.

AIvanna
For buyers, this means everything shows up neatly on their AWS bill, just like their other services.

Alex
So no more juggling invoices from different vendors.

Alex
That’s a dream come true.

AIvanna
Exactly, it streamlines accounting and makes budgeting a breeze.

AIvanna
And for sellers they don’t have to worry about setting up merchant accounts or chasing down payments.

AIvanna
AWS takes care of it all, making the process smooth and efficient for everyone involved.

Alex
That sounds like a win-win for both sides, but what happens when things go wrong?

Alex
Let’s say a customer isn’t happy with a third party product and wants a refund.

Alex
Does AWS step in or is that a headache for the seller?

AIvanna
Here’s where it gets a little nuanced.

AIvanna
For products sold directly by AWS, customers can request refunds through the AWS Support Centre.

AIvanna
It’s straightforward, but if the product is sold by a third party seller, things work a little differently.

Alex
So the customer has to deal directly with the seller in those cases.

AIvanna
That’s right.

AIvanna
In most cases, the customer will be directed to contact the seller’s support team to request a refund.

AIvanna
It’s important for sellers to have clear refund policies in place and to be responsive to customer requests.

AIvanna
Good customer service goes a long way, even in the cloud marketplace world.

Alex
It sounds like a good reminder for sellers to really prioritise customer satisfaction.

Alex
Now, let’s shift gears and talk about agreements.

Alex
What kind of legal contracts are involved in buying and selling on AWS Marketplace?

Alex
It can all be sunshine and rainbows, right?

AIvanna
You’re right, there are legal aspects to consider, but AWS has tried to make it as painless as possible.

AIvanna
Think of it this way, every transaction on AWS Marketplace involves an agreement, a contract that formalises the terms between the buyer and the seller.

Alex
So is it like clicking I agree to the terms and conditions on a website?

AIvanna
Sort of.

AIvanna
For public listings, the agreement is typically a standard End User Licence Agreement or EULA.

AIvanna
It outlines the basic terms of use and legal responsibilities, but for private offers, things get more interesting.

Alex
What happens with private offers?

AIvanna
With private offers, sellers can negotiate specific terms and conditions with the buyer.

AIvanna
It’s more customised and give sellers more flexibility, especially when dealing with larger deals or enterprise customers who might have unique requirements.

Alex
Though it’s like having a lawyer on call to draught up custom contracts.

AIvanna
Not exactly.

AIvanna
Sellers are still responsible for ensuring their private offers comply with all applicable laws and regulations, but the platform provides a framework for creating and managing these custom agreements, which is a huge help.

Alex
That’s great.

Alex
It seems like AWS Marketplace tries to strike a balance between providing structure and allowing for flexibility.

Alex
Now I’m sure all this financial and legal stuff generates a tonne of data.

Alex
Is there any way for sellers to track their sales, revenue and other key metrics?

AIvanna
Absolutely.

AIvanna
AWS Marketplace is a data-driven platform and they provide sellers with a wealth of information to help them understand their business performance.

AIvanna
Think of it as having a real time business dashboard for your AWS Marketplace activities.

Alex
So no more digging through spreadsheets to figure out how you’re doing.

AIvanna
Exactly.

AIvanna
You can track things like customer subscriptions, billing events, payment details, even customer demographics.

AIvanna
It’s a goldmine for understanding your customer base and optimising your sales strategy.

Alex
That sounds incredibly powerful, but how do they deliver all this data?

Alex
Is it just raw data dumps or are there more user friendly options?

AIvanna
AWS provides a couple of ways for sellers to access this information.

AIvanna
First, they have these data feeds that deliver structured data directly to your Amazon S3 bucket.

AIvanna
It’s great for those who like to get their hands dirty with data analysis or integrate it with their own business intelligence tools.

Alex
So for data geeks like me, it’s a playground.

Alex
But what about those who prefer something a little less technical?

AIvanna
AWS as you covered there too.

AIvanna
They offer a range of prebuilt reports that cover everything from customer subscribers and disbursement details to monthly build revenue and even sales compensation.

AIvanna
It’s all presented in a clear, easy to understand format so you can quickly get the insights you need.

Alex
That’s a relief.

Alex
I’m not sure I’d have the time or patience to parse through raw data feeds.

Alex
So we’ve got data feeds and reports.

Alex
Anything else that helps sellers stay on top of their business?

AIvanna
One of the coolest features is the Seller Dashboard.

AIvanna
It provides a visual overview of your key metrics and trends so you can track your sales performance, customer engagement, and overall product performance all in one place.

AIvanna
It’s like having a pulse on your AWS Marketplace business at all times.

Alex
Visualising data is so much more powerful than just staring at spreadsheets.

Alex
It’s amazing how AWS Marketplace provides all these tools and resources to help sellers succeed.

Alex
It feels like they’re truly invested in their partners.

AIvanna
They are, and it doesn’t stop there.

AIvanna
AWS also offers a dedicated seller operations team that’s there to support sellers every step of the way.

AIvanna
If you have questions, run into issues, or just need some guidance, they’re there to help.

Alex
It’s like having a personal concierge for your AWS Marketplace business.

Alex
Now let’s talk about marketing.

Alex
I’m sure sellers are eager to get their products in front of the right customers.

Alex
Does AWS Marketplace offer any support in that area?

AIvanna
They definitely do.

AIvanna
They have a 180 day GTM Academy which is like a marketing boot camp specifically for AWS Marketplace.

AIvanna
It provides self-service resources and training on topics like search engine optimization, SEO, content marketing, and social media promotion, all geared towards helping sellers maximise their visibility and reach their target audience.

Alex
Wow, they’ve really thought of everything.

Alex
It’s impressive how much effort they put into empowering their sellers.

AIvanna
It’s a smart strategy.

AIvanna
By helping sellers succeed, they ultimately strengthen the entire marketplace ecosystem, making it even more attractive to buyers.

Alex
OK.

Alex
So we’ve covered a tonne of ground pricing models, payments, refunds, agreements, data analysis and even marketing support.

Alex
I’m exhausted, but in a good way.

AIvanna
We’ve been through a lot, but there’s still 1 crucial piece of the puzzle we need to explore, Selling saws on AWS Marketplace I.

Alex
Was wondering when we’d get back to that.

Alex
Sauce is such a dominant force in the software world, it’s almost impossible to imagine running a business without it these days.

AIvanna
You’re absolutely right, and AWS Marketplace has recognised the importance of SAWS and has built a robust platform to support this booming sector.

AIvanna
OK.

AIvanna
I’m all ears.

AIvanna
Let’s dive into the world of sauce on AWS Marketplace after a quick break.

Alex
Hashtag TTS The Deep Dive Episode 20250101 Part three of three Welcome back.

Alex
We’ve covered a lot of ground exploring the insurance and outs of AWS Marketplace for the different types of products and the solar registration process to the nitty gritty of pricing, payments, and legal agreements.

Alex
But we left off at a bit of a cliffhanger teasing the world of SOZ on AWS Marketplace.

Alex
Ready to dive into that now?

AIvanna
Absolutely.

AIvanna
SOZ or Software as a Service has become a dominant force in the software world.

AIvanna
It’s all about delivering software applications over the Internet, typically on a subscription basis.

AIvanna
Think of it like renting a house instead of buying 1.

AIvanna
You get access to all the amenities without the burden of ownership.

Alex
It makes perfect sense.

Alex
It’s a model that’s really taken off in recent years.

Alex
So how does AWS Marketplace fit into this Soz revolution?

AIvanna
AWS Marketplace has become a prime destination for sauce providers looking to reach a wider audience and streamline their operations.

AIvanna
It’s like having a dedicated storefront in the heart of the cloud computing world.

Alex
So it’s not just about selling software licences anymore, it’s about selling access to cloud based applications.

AIvanna
Exactly.

AIvanna
An AWS Marketplace makes it easier than ever for sauce providers to connect with potential customers, manage subscriptions, and handle billing, all within the familiar AWS ecosystem.

Alex
Now I’m curious about the specifics.

Alex
How does a sauce product actually work within the AWS Marketplace framework?

Alex
Is it just a matter of listing your app and hoping for the best?

AIvanna
It’s a bit more involved than that.

AIvanna
One of the key aspects is integration.

AIvanna
Your sauce product needs to be able to talk to AWS Marketplace exchanging information seamlessly.

Alex
So it’s not just about having a great app, it’s about making sure it can play nicely with the AWS environment.

AIvanna
That’s right.

AIvanna
Think of it like building a house that’s compatible with the local power grid.

AIvanna
Your Sauce product needs to be able to handle things like validating new customers, processing customer requests, and monitoring changes to subscriptions, all In Sync with AWS Marketplace.

Alex
So there’s some technical legwork involved to make sure everything is connected properly.

AIvanna
Absolutely.

AIvanna
And to facilitate this communication, AWS uses a service called Amazon Simple Notification Service, or SNS.

AIvanna
Think of it as a messaging system that allows your Sauce product to receive notifications from AWS Marketplace about important events.

Alex
So if someone subscribes to my app through AWS Marketplace, my sauce product will receive a notification about.

AIvanna
It exactly It’s like getting a text message alert whenever something important happens.

AIvanna
And as a seller, you need to make sure your Sauce product can respond to these notifications appropriately.

Alex
It makes sense, it’s a two way St Information flows from AWS Marketplace to your app and your app needs to be able to react accordingly.

Alex
Now let’s talk about pricing bottles.

Alex
We covered some general options earlier, but are there specific models that are particularly well suited for sauce products?

AIvanna
There are three main pricing models that are commonly used for sauce offerings on AWS Marketplace.

AIvanna
Subscription based, contract based and contract with consumption.

Alex
OK, break those down for me.

Alex
What’s the difference between them?

AIvanna
Subscription based is the most familiar model.

AIvanna
It’s your classic monthly or annual subscription fee.

AIvanna
Think Netflix or Spotify.

AIvanna
You pay a set amount each period to access the service.

Alex
Straightforward and predictable.

Alex
What about contract based?

AIvanna
Contract based pricing involves creating custom agreements with specific terms.

AIvanna
This is often used for larger deals or enterprise customers who might have unique needs or volume discounts.

Alex
So it’s more tailored to specific customer requirements?

Alex
What about contract with consumption?

Alex
That sounds intriguing.

AIvanna
Contract with consumption is a hybrid model that combines a base contract with usage based billing.

AIvanna
Think leave it like a cell phone plan where you have a fixed monthly fee plus charges for the minutes or data you use.

Alex
So offers a blend of predictability and flexibility which could be appealing to certain customers.

Alex
Seems like there’s a pricing model to fit every need.

AIvanna
That’s the beauty of AWS Marketplace.

AIvanna
It provides options for both buyers and sellers.

Alex
Well, we’ve covered a lot of ground today.

Alex
We’ve explored the different facets of AWS Marketplace, from the basics to the more complex aspects of selling sauce products.

Alex
But what does it all mean for our listener?

Alex
What are the key takeaways?

Alex
The big aha moments they should walk away with.

AIvanna
Here’s the thing.

AIvanna
AWS Marketplace isn’t just a platform, it’s a game changer.

AIvanna
It’s transforming the way businesses discover, consume and even sell software in the cloud.

Alex
It’s like Amazon for the B2B software world.

AIvanna
Exactly, and it’s creating opportunities for everyone involved.

AIvanna
For buyers, it’s all about simplifying procurement, finding the best solutions quickly and efficiently, and managing everything seamlessly within their AWS ecosystem.

Alex
It’s like having a one stop shop for all your cloud software needs.

AIvanna
And for sellers, AWS Marketplace opens doors to a massive global audience of potential customers.

AIvanna
It’s a chance to level the playing field, whether you’re a startup or an established enterprise.

Alex
It democratises access to the market, which is incredibly powerful.

AIvanna
What’s fascinating is that it’s not just about the present AWS Marketplace is shaping the future of software distribution.

AIvanna
It’s paving the way for a more connected, inaccessible software ecosystem.

Alex
It’s an exciting time to be a part of this evolution.

Alex
So for a listener, I want to leave you with this thought.

Alex
As software continues to play an even greater role in our lives, keep an eye on AWS Marketplace.

Alex
It’s a force to be reckoned with, and it’s only going to get bigger and more influential.

Alex
Whether you’re a buyer looking for innovative solutions or a seller with a game changing product, AWS Marketplace is worth exploring.

Alex
That’s it for our deep dive into AWS Marketplace.

Alex
We hope you’ve gained some valuable insights and are feeling empowered to navigate this exciting world.

Alex
Until next time, keep exploring, keep learning, and keep diving deep.