The tone may be a little bit cynical, but I wanted to be very real because in this day and age, API strategy is very difficult to push up to be a first class citizen, like it is at a company that’s cloud first and all in on AWS, like Capital One. All of that technology exists but getting there first. Getting the first mover’s advantages is just as important as network effects. Don’t force them to sign up first again and again. Whether it’s runtime or rather, whether it’s during the integration, what happens is that, contextually, the APIs don’t match, even if you compile the code and it runs. This is software, basically, it’s the AWS marketplace management portal, and the customer accepts that private offer. We basically tell a new marketplace seller to focus on exactly what it is as a company that they’re trying to achieve, and then basically, they can use AWS marketplace as their go to market vehicle. And basically, you have a job to be done and you want a quick fix.

Q: We can just have a quick conversation around, in particular, how you address businesses in terms of making the business case, to establish the market place and start putting in these kinds of capabilities that you talked about, especially for organisations who might be a bit more project centric in the way they approach their funding. Because this can be a strategic capability that needs to be nurtured, and led over time over different programmes of work, and just any insights you might have as to how you approach it. There are over 10,000 listings on AWS marketplace and there’s 1000s of ISVs and consulting partners. “WebFX has consistently driven more customers to my business year over year. This has helped me make my presentation sound more laid back and more effective. There exists a piece of silicon that was designed and produced and created physically back in the early 2000s that, depending on how you write about its capabilities for reuse and scale, could be marketed in different ways.

They then basically put the terms of those deals on the back end of the product listing. It’s very simple, at the time of writing, currently, it takes about two days, depending on the type of listing. SEO is a method that takes time to set up and produce results. Set up a split testing. Nevertheless, for a consulting partner, or an ISV, to be able to offer products and services, it does require an API integration. And as mentioned, I’m working with full API Lifecycle Management, as well as Low and No-Code ISVs. And when you have that delay, then it’s tougher to communicate that internally, as well as get the kind of thought process that you need to build what you need and expose it to the outside world. The reason I introduced this sort of framework is that the six most successful business outcomes are really going to include automation capability, and faster integrations that are only possible through APIs, as well as detecting and fixing that sort of interface mismatch that I talked about. And so the reason why that’s incredibly important, is that, when Serverless was initially launched, many people were asking if DevOps practices could still apply?

However, the way that you would justify or prioritise that product to the front, is to work like a head of sales, because marketplace also uses that high touch sales motion that I touched on earlier, when we talked about private offers, and it’s basically that, as an ISV, your Field Sales just to go to negotiate to deal as they normally would. It’s not just about tools that you can use either, it’s within an organisation to reduce any sort of shadow IT or to mitigate it all together, you want to lock things down to more secure ways of collaborating. When executed correctly, content including articles, guides (like this one), webinars, videos, and even email signatures can be powerful growth drivers for your business. Instagram has grown by 357% from 2014-2018, reaching 1 billion monthly active users, compared to 57% growth for Facebook and 50% for YouTube in the same period. And to the point in the keynote, this particular ISV is aiming to be available to the 3 billion internet users in the world with an eye on accessibility to every culture. So it just depends on what that ISV is trying to do.