AWS Funding Programs

The cherry on top for all AWS Partners

Sujaiy Shivakumar

10/16/20245 min read

Amazon Web Services (AWS) has built an incredible ecosystem not only for its customers but also for its partners. One of the ways AWS drives innovation and adoption of AWS services is through its funding programs. These programs incentivize partners to deploy services for their customers while helping customers get access to AWS resources at a reduced cost or even for free in some cases.

At Cloud303, I built our go-to-market (GTM) strategy largely by leveraging AWS funding programs. These programs were critical to helping us scale, win customer deals, and build strong relationships with AWS field sellers. This approach played a major role in our success as an AWS Premier partner, as we used these resources to deliver real value to our customers while hitting AWS’s revenue goals.

AWS Funding Programs for Customers

AWS offers a variety of funding programs directly for customers to encourage them to adopt AWS services. Here are two key ones:

  1. PoC Credits: AWS Proof of Concept (PoC) credits are offered to customers who want to test a new AWS solution or service before committing to a larger deployment. This funding can significantly reduce the cost barrier for customers to explore AWS services, making it easier for them to validate the solution and move forward with full-scale implementation.

  2. AWS Activate: This program is designed for startups and provides credits, technical support, and training to help early-stage companies build on AWS. AWS Activate gives startups the financial support to scale their infrastructure as they grow without worrying about initial costs. As a startup, you can receive up to $100k in Activate credits.

AWS Funding Programs for Partners

For partners, AWS provides a wealth of funding options that are designed to help deliver value to customers while aligning with AWS’s growth strategy. I look at the partner funding programs as an investment by AWS in the customer; to help them build on AWS leveraging the technical expertise of the AWS partner network. The exact funding amount is typically calculated based on the expected revenue generated as a result of the AWS services being implemented. For example, if you are launching a workload that will spend $100,000/year, then a relevant funding program will provide the partner with a % of that up front to execute the project. Typical customer acquisition costs for a business!

Here’s a breakdown of some of the key programs as of 2024:

  1. Proof-of-Concept for Partners: Unlike PoC credits that are directly available to customers, the PoC funding program for partners can pay the partner with both cash and/or credits. It's a fantastic program designed to incentivize partners to encourage customers to try new services and innovate on AWS.

  2. Migration Acceleration Program (MAP): MAP provides funding for customers who are migrating large workloads to AWS. This is especially useful for complex enterprise migrations, as it covers assessments, proof of concepts, and production deployments. As a partner, MAP can be leveraged to significantly reduce the cost of migration projects for your customers, which helps close deals faster.

  3. JumpStart: This program helps customers get started on AWS by offering a mix of technical assistance and funding for small projects. Partners can use JumpStart to help customers deploy new workloads quickly with AWS-provided credits and support. This is great for getting new projects off the ground, particularly with small and mid-sized customers.

  4. Startup Migrate: Specifically aimed at startups, this program helps startups move their workloads to AWS. It offers funding and technical support to make the migration process easier and more affordable. As a partner, you can work closely with startups to use this program and build lasting relationships with growing companies.

  5. Microsoft Modernization Program: AWS has targeted Microsoft workloads running on Azure and on-premises with this program, offering funding to help customers modernize their infrastructure by moving to AWS. Partners can use this to help customers transition from legacy Microsoft systems to more scalable AWS solutions.

  6. Well-Architected Program: This program provides funding for partners to conduct Well-Architected Reviews for customers. It ensures that customers' workloads on AWS are optimized for security, performance, reliability, cost, sustainability, and operational excellence. As a partner, performing these reviews helps you build trust with customers and positions you as a trusted advisor.

  7. Customer Engagement Incentive: Targeted specifically at Greenfield opportunities as an incentive for partners to acquire net-new logos and drive adoption at early stages of the business. Incredible program that puts money in the partner's pocket to help scale their sales efforts.

How We Leveraged AWS Funding Programs at Cloud303

At Cloud303, we aligned our GTM strategy closely with AWS by using a variety of these funding programs. Whether we were helping a customer migrate workloads through the MAP Program or conducting Well-Architected Reviews to optimize existing architectures, AWS funding was a critical part of our approach. These programs not only helped us close deals but also built trust with both our customers and AWS.

Using funding programs like JumpStart and Proof-of-Concept, we made it easier for customers to start using AWS by lowering their initial costs, which helped us get a foot in the door. We also leaned heavily on MAP to handle large-scale migrations, where AWS funding covered a substantial portion of the migration costs. This allowed us to offer competitive pricing while delivering high-quality services, making it a win-win for everyone.

In the end, using AWS funding programs allowed us to scale Cloud303 quickly, deliver better services to customers, and maintain a strong alignment with AWS’s goals. These funding programs were a key reason why we were able to become a Premier AWS Partner.

Why Partners Should Leverage AWS Funding Programs

If you’re an AWS partner and you’re not using these funding programs, you’re leaving money on the table. These programs reduce costs for customers, incentivize AWS teams to promote your solutions, and help you build deeper, longer-term customer relationships. Whether you’re focused on migrations, modernizations, or small workloads, there’s a program that fits.

In addition to lowering costs, using AWS funding programs can also help you differentiate your business. You’re not just selling services—you’re offering a way to reduce upfront costs and risk for your customers. This makes it easier for them to say “yes” and for you to win more deals.

"Dream big, deliver bigger"

Sujaiy Shivakumar

Sujaiy Shivakumar is a 3x tech startup founder, with his latest successful venture, Cloud303, growing into an AWS Premier Partner with over 60 employees. All views and opinions expressed in this blog are entirely his own.

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