'I'd like to see more partners working together' - AWS' global channel chief

Ruba Borno has spent a lot of meeting with partners after joining AWS late last year

AWS' global channel chief wants to implement more inter partner solutions as she outlined her vision to further develop the service's partner programme.

Ruba Borno joined AWS in November 2021 and says she has been meeting with partners to discuss what their needs are.

This includes discussing their growth strategy, getting an understanding of their profitability drivers and what matters to them as they continue to grow their business.

Borno praised the network as being "extremely diverse" and is striving to provide a "commitment to provide the best partner experience worldwide".

" That means meeting them where they are focusing on a simplified, automated and customised experiences where we can be more proactive in guiding them on what the next steps are," she told CRN ahead of AWS' London summit this week.

Borno also said that she is thinking of ways AWS can "better enable" multi-party solutions for customers.

She added: "A lot of our customers these days, whether it's in a vertical industry, or they have an issue with a horizontal like supply chain, they need solutions from multiple partners, not just one partner.

"I think we've really got a great opportunity here to bring multiple partners together to solve those customer problems. So, I think I'd like to see a lot more inter-partner solutions taken to our customers."

Borno added that AWS has to "work backwards from a customer problem", adding that knowing which partner to take to the right customer is "really critical".

She said: "We're working with our partners to understand how they want to differentiate what the customer segments are that they want to go after and be focused on.

"So we are understanding their business and their growth, strategy and profitability, understanding their differentiation and asking them what's their feedback on how we can make that as simple as possible and improve their partner experience."

Borno added that AWS is currently seeing more demand than supply and is keen to work with partners to "help transform our customers."

She said: "We know that the customers who are faster to transform to the cloud are more agile, they're able to innovate faster. So we want to bring that value to them as quickly as possible."