10 AWS Channel Issues Reported by Partners

Amazon Web Services’ new global channel chief, Ruba Borno, a six-year veteran of industry-leading Cisco, will oversee an AWS affiliate program with more than 100,000 ecosystem members that will celebrate its 10th anniversary in April.

Borno will be called upon to address the growing pains of the AWS Partner Network (APN), which has grown at an average of more than 100 percent year over year and is adding 50 partners per day.

She will certainly receive a crash course on AWS channel issues from outgoing channel chief Doug Yeum (pictured), who will formally resign on December 6. In fact, Yeum will still deliver the keynote address from the Global Partner Summit at the AWS re:Invent 2021 conference, which will take place from November 29 to December 3 in Las Vegas.

Yeum, who has oversaw AWS’s global channels and alliances for nearly two and a half years, spoke with CRN in October, before revealing last week that he would be taking a new job in the retail division of parent company Amazon.com.

Yeum told CRN that AWS’s affiliate program isn’t perfect, but it’s never been better either.

“While we’re still investing more and we’re going to get better, where we are now in terms of our relationships with our partners, it’s never been better,” Yeum said. “What we’re trying to do is help our partners leverage the AWS platform, programs, and people and bring that together with their assets, then create that ‘better together’ unique value proposition for customers.”

That means appointments between AWS’s sales force and partners should happen early, according to Yeum, rather than waiting until the last minute to do so at a customer’s request.

“I’d say we’re seeing that behavior less and less,” Yeum said. “We know that when we work closely and do well with our partners, our customers will benefit.”

Here’s an edited version of Yeum’s answers to 10 APN-related channel issues reported by AWS Premier, Advanced, and Select Consulting Partners.

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