On a recent episode of the Ecosystem Aces podcast, Chip Rodgers, Chief Partner Officer at WorkSpan, welcomed Udita Bhattacharya, Global Channel Enablement Leader at AWS, to discuss the dynamic world of partner enablement. With 17 years of experience in the tech industry, including over a decade at Cisco and nearly three years at AWS, Udita has a deep understanding of what it takes to support and scale a global partner ecosystem. During the conversation, she shared her insights on simplifying partner enablement, adapting to industry trends, and driving collaboration across AWS’s vast partner network.
As the leader of AWS’s global partner enablement efforts, Udita focuses on empowering partners through tailored strategies and tools. Her team supports AWS’s Solution Provider Program (SPP) and distribution channels, ensuring partners are equipped with the resources they need to onboard, grow, and scale. “Our goal is to make it easy for partners to grow alongside AWS and become an extension of our team,” Udita explained. This involves addressing the unique needs of diverse partner segments, from global systems integrators (GSIs) to burgeoning startups.
A cornerstone of AWS’s enablement efforts is Partner Central, a centralized portal designed to guide partners through their journey. Udita revealed that AWS is rolling out major updates to make Partner Central more user-friendly, ensuring it provides relevant resources and actionable insights at every stage of the partner lifecycle. “We aim to create a seamless experience where partners can easily find the tools and materials they need to succeed,” she said.
Another area of focus for Udita’s team is AWS Marketplace, which she described as a “hot topic” among partners. Marketplace offers immense growth opportunities, but it requires a shift in how partners think about transacting and going to market. To help partners navigate this new landscape, AWS provides self-serve resources like AWS Marketplace Academy and tailored guidance through partner development managers and marketing experts. “We want to ensure partners understand how to fish, not just be handed tools,” Udita said, emphasizing the importance of education and incentives in driving partner success.
Udita also underscored the importance of adapting enablement strategies to meet modern consumption habits. She highlighted the need for short, engaging content that resonates in today’s fast-paced world of TikTok and Instagram. “Our attention spans are shorter than ever, so we must make enablement materials easy to consume and relevant to partners’ needs,” she shared.
Key Takeaways from the Conversation
• Simplifying Partner Enablement: AWS leverages Partner Central to streamline resources and provide partners with actionable insights for every stage of their growth journey.
• Scalable Solutions: By segmenting partners into clusters, AWS tailors enablement strategies to meet the unique needs of different partner types, from GSIs to small businesses.
• Marketplace Enablement: AWS helps partners succeed in AWS Marketplace through self-serve tools like Marketplace Academy, personalized consultations, and strategic incentives.
• Adapting to Trends: AWS evolves its enablement approach to align with changing partner expectations, focusing on delivering content that is concise, engaging, and actionable.
Udita’s advice to others working in partner ecosystems is to always put yourself in your partners’ shoes. “Understand their challenges, adapt to their needs, and constantly evaluate the impact of your efforts,” she said.
For more on how AWS drives partner success, listen to the full episode of Ecosystem Aces!
Chip is passionate about building strong communities and ecosystems around enterprises to build excitement for the category, deliver value for customers, and grow the business. Prior to WorkSpan, Chip was with SAP for over 13 years, most recently growing the SAP Community Network to over 2 million engaged customers, partners, and developers. He has an MBA from the University of Chicago and an engineering degree from Northwestern.
