>>Hello. And welcome back to the cubes live coverage here in Seattle for the cubes coverage of AWS marketplace seller conference. Now part of really big move and news, Amazon partner network combines with AWS marketplace to form one organization, the Amazon partner organization, APO where the efficiencies, the next iteration, as they say in Amazon language, where they make things better, simpler, faster, and, and for customers is happening. We're here with Chris Cruz, who's the general manager, worldwide leader of ISV alliances and marketplace, which includes all the channel partners and the buyer and seller relationships all now under one partner organization, bringing together years of work. Yes. If you work with AWS and are a partner and, or sell with them, all kind of coming together, kind of in a new way for the next generation, Chris, congratulations on the new role and the reor. >>Thank you. Yeah, it's very exciting. We're we think it invent, simplifies the process on how we work with our partners and we're really optimistic so far. The feedback's been great. And I think it's just gonna get even better as we kind of work out the final details. >>This is huge news because one, we've been very close to the partner that we've been working with and we talking to, we cover them. We cover the news, the startups from startups, channel partners, big ISVs, big and small from the dorm room to the board room. You guys have great relationships. So check marketplace, the future of procurement, how software will be bought, implemented and deployed is also changed. So you've got the confluence of two worlds coming together, growth in the ecosystem. Yep. NextGen cloud on the horizon for AWS and the customers as digital transformation goes from lift and shift to refactoring businesses. Yep. This is really a seminal moment. Can you share what you talked about on the keynote stage here, around why this is happening now? Yeah. What's the guiding principle. What's the north star where, why what's what's the big news. >>Yeah. And so, you know, a lot of reasons on why we kind of, we pulled the two teams together, but you know, a lot of it kind gets centered around co-sell. And so if you take a look at marketplace where we started off, where it was really a machine image business, and it was a great self-service model and we were working with ISVs that wanted to have this new delivery mechanism on how to bring in at the time was Amazon machine images and you fast forward, we started adding more product types like SAS and containers. And the experience that we saw was that customers would use marketplace for kind of up to a certain limit on a self-service perspective. But then invariably, they wanted by a quantity discount, they wanted to get an enterprise discount and we couldn't do that through marketplace. And so they would exit us and go do a direct deal with a, an ISV. >>And, and so to remedy that we launched private offers, you know, four years ago. And private offers now allowed ISVs to do these larger deals, but do 'em all through marketplace. And so they could start off doing self-service business. And then as a customer graduated up to buying for a full department or an organization, they can now use private offers to execute that larger agreement. And it, we started to do more and more private offers, really kind of coincided with a lot of the initiatives that were going on within Amazon partner network at the time around co-sell. And, and so we started to launch programs like ISV accelerate that really kind of focused on our co-sell relationship with ISVs. And what we found was that marketplace private offers became this awesome way to automate how we co-sell with ISV. And so we kinda had these two organizations that were parallel. We said, you know what, this is gonna be better together. If we put together, it's gonna invent simplify and we can use marketplace private offers as part of that co-sell experience and really feed that automation layer for all of our ISVs as they interacted with native >>Discussions. Well, I gotta give you props, you and Mona work on stage. You guys did a great job and it reminds me of the humble nature of AWS and Amazon. I used to talk to Andy jazzy about this all the time. That reminds me of 2013 here right now, because you're in that mode where Amazon reinvent was in 2013. Yeah. Where you knew it was breaking out. Yeah. Everyone's it was kind of small, but we haven't made it yet. Yeah. But you guys are doing billions of vows in transactions. Yeah. But this event is really, I think the beginning of what we're seeing as the change over from securing and deploying applications in the cloud, because there's a lot of nuanced things I want to get your reaction on one. I heard making your part product as an ISV, more native to AWS's stack. That was one major call out. I heard the other one was, Hey, if you're a channel partner, you can play too. And by the way, there's more choice. There's a lot going on here. That's about to kind of explode in a good way for customers. Yeah. Buyers get more access to assemble their solutions. Yeah. And you got all kinds of like business logic, compensation, integration, and scale. Yeah. This is like unprecedented. >>Yeah. It's, it's exciting to see what's going on. I mean, I think we kind of saw the tipping point probably about two years ago, which, you know, prior to that, you know, we would be working with ISVs and customers and it was really much more of an evangelism role where we were just getting people to try it. Just, just list a product. We think this is gonna be a good idea. And if you're a buyer, it's like just try out a private offer, try out a self, you know, service subscription. And, and what's happened now is there's no longer a lot of that convincing that needs to happen. It's really become accepted. And so a lot of the conversations I have now with ISVs, it's not about, should I do marketplace it's how do I do it better? And how do I really leverage marketplace as part of my co-sell initiatives as, as part of my go to market strategy. >>And so you've, you've really kind of passed this tipping point where marketplaces are now becoming very accepted ways to buy third party software. And so that's really exciting. And, and we see that we, you know, we can really enhance that experience, you know, and what we saw on the machine image side is we had this awesome integrated experience where you would buy it. It was tied right into the EC two control plane. And you could go from buying to deploying in one single motion. SAS is a little bit different, you know, we can do all the buying in a very simple motion, but then deploying it. There's a whole bunch of other stuff that our customers have to do. And so we see all kinds of ways that we can simplify that. You know, recently we launched the ability to put third party solutions outta marketplace, into control tower, which is how we deploy all of our landing zones for AWS. And now it's like, instead of having to go wire that up as you're adding new AWS environments, why not just use that third party solution that you've already integrated to you and have it there as you're span those landing zones through >>Control towers, again, back to humble nature, you guys have dominated the infrastructure as a service layer. You kind of mentioned it. You didn't really kind of highlight it other than saying you're doing pretty good. Yeah. On the IAS or the technology partners as you call or infrastructure as you guys call it. Okay. I can see how the, the, the pan, the control panel is great for those customers. But outside that, when you get into like CRM, you mentioned E R P these business apps, these horizontal and verticals have data they're gonna have SageMaker, they're gonna have edge. They might have, you know, other services that are coming online from Amazon. How do I, as an ISV, get my stuff in there. Yeah. And how do I succeed? And what are you doing to make that better? Cause I know it's kind of new, but not new. Yeah, >>No, it's not. I mean, that's one of the things that we've really invested on is how do we make it really easy to list marketplace? And, you know, again, when we first start started, it was a big, huge spreadsheet that you had to fill out. It was very cumbersome and we've really automated all those aspects. So now we've exposed an API as an example. So you can go straight out of your own build process and you might have your own C I CD pipeline. And then you have a build step at the end. And now you can have that execute marketplace update from your build script, right across that API all the way over to AWS marketplace. So it's taking that effectively, a C CD pipeline from an ISV and extending it all the way to AWS and then eventually to a customer, because now it's just an automated supply chain for that software coming into their environment. And we see that being super powerful. There's nowhere manual steps >>Along. Yeah. I wanna dig into that because you made a comment and I want you to clarify it here in the cube. Some have said, even us on the cube. Oh, marketplace. Just the website's a catalog. Yeah. Feels old school. Yeah. Feels like 1995 database. I'm kind of just, you know, saying no offense sake. And now you're saying, you're now looking at this and, and implementing more of a API based. Why is that relevant? I'm I know the answer. You already set up with APIs, but explain the transition from the mindset of it's a website. Yeah. Buy stuff on a catalog to full blown API layer. Yeah. Services. >>Absolutely. Well, when you look at all AWS services, you know, our customers will interface, you know, they'll interface them through a console initially, but when they're using them in production, they're, it's all about APIs and marketplace, as you mentioned, did start off as a website. And so we've kind of taken the opposite approach. We've got this great website experience, which is great for demand gen and, you know, highlighting those listings. But what we want to do is really have this API service layer that you're interfacing with so that an ISV effectively is not even in our marketplace. They interfacing over APIs to do a variety of their high, you know, value functions, whether it's listing soy, private offers. We don't have that all available through APIs and the same thing on the buyer side. So it's integrating directly into their AWS environment and then they can view all their third party spend within things like our cost management suites. They can look at things like cost Explorer, see third party software, right next to first party software, and have that all integrated this nice as seamless >>For the customer. That's a nice cloud native kind of native experience. I think that's a huge advantage. I'm gonna track that closer. We're we're gonna follow that. I think that's gonna be the killer killer feature. All right. Now let's get to the killer feature and the business logic. Okay. Yeah. All partners all wanna know what's in it for me. Yeah. How do I make more cash? Yeah. How do I compensate my sales people? Yeah. What do you guys don't compete with me? Give me leads. Yeah. Can I get MDF market development funds? Yeah. So take me through the, how you're thinking about supporting the partners that are leaning in that, you know, the parachute will open when they jump outta the plane. Yeah. It's gonna be, they're gonna land safely with you. Yeah. MDF marketing to leads. What are you doing to support the partners to help them serve their >>Customers? It's interesting. Market marketplace has become much more of an accepted way to buy, you know, our customers are, are really defaulting to that as the way to go get that third party software. So we've had some industry analysts do some studies and in what they found, they interviewed a whole cohort of ISVs across various categories within marketplace, whether it was security or network or even line of business software. And what they've found is that on average, our ISVs will see a 24% increased close rate by using marketplace. Right. So when I go talk to a CRO and say, do you want to close, you know, more deals? Yes. Right. And we've got data to show that we're also finding that customers on average, when an ISV sales marketplace, they're seeing an 80% uplift in the actual deal size. And so if your ASP is a hundred K 180 K has a heck of a lot better, right? >>So we're seeing increased deal sizes by going through marketplace. And then the third thing that we've seen, that's a value prop for ISVs is speed of closure. And so on average, what we're finding is that our ISVs are closing deals 40% faster by using marketplace. So if you've got a 10 month sales cycle, shaving four months off of a sales cycle means you're bringing deals in, in an earlier calendar year, earlier quarter. And for ISVs getting that cash flow early is very important. So those are great metrics that we're seeing. And, and, you know, we think that they're only >>Gonna improve and from startups who also want, they don't have a lot of cash ISVs that are rich and doing well. Yeah. They have good, good, good, good, good to market funding. Yeah. You got the range of partners and you know, the next startup could be the next Figma could be in that batch startups. Exactly. Yeah. You don't know the game is changing. Yeah. The next brand could be one of those batch of startups. Yeah. What's the message to the startup community. Yeah. >>I mean, marketplace in a lot of ways becomes a level in effect, right. Because, you know, if, if you look at pre marketplace, if you were a startup, you were having to go generate sales, have a sales force, go compete, you know, kind of hand to hand with these largest ISVs marketplace is really kind of leveling that because now you can both list in marketplace. You have the same advantage of putting that directly in the AWS bill, taking advantage of all the management go features that we offer all the automation that we bring to the table. And so >>A lot of us joint selling >>And joint selling, right? When it goes through marketplace, you know, it's gonna feed into a number of our APN programs like ISV accelerate, our sales teams are gonna get recognized for those deals. And so, you know, it brings nice co-sell behavior to how we work with our, our field sales teams together. It brings nice automation that, you know, pre marketplaces, they would have to go build all that. And that was a heavy lift that really now becomes just kind of table stakes for any kind of ISV selling to an, any of >>Customer. Well, you know, I'm a big fan of the marketplace. I've always have been, even from the early days, I saw this as a procurement game changer. It makes total sense. It's so obvious. Yeah. Not obvious to everyone, but there's a lot of moving parts behind the scenes behind the curtain. So to speak that you're handling. Yeah. What's your message to the audience out there, both the buyers and the sellers. Yeah. About what your mission is, what you're you wake up every day thinking about. Yeah. And what's your promise to them and what you're gonna work on. Cause it's not easy. You're building a, an operating model. That's not a website. It's a full on cloud service. Yeah. What's your promise. And what's >>Your goals. No. And like, you know, ultimately we're trying to do from an Aus market perspective is, is provide that selection experience to the ABUS customer, right? There's the infamous flywheel that Jeff put together that had the concepts of why Amazon is successful. And one are the concepts he points to is the concept of selection. And, and what we mean by that is if you come to Amazon it's is effectively that everything stored. And when you come across, AWS marketplace becomes that selection experience. And so that's what we're trying to do is provide whatever our AWS customers wanna buy, whatever form factor, whatever software type, whatever data type it's gonna be available in AWS marketplace for consumption. And that ultimately helps our customers because now they can get whatever technologies that they need to use alongside Avis. >>And I want, wanna give you props too. You answered the hard question on stage. I've asked Andy EY this on the cube when he was the CEO, Adam Celski last year, I asked him the same question and the answer has been consistent. We have some solutions that people want a AWS end to end, but your ecosystem, you want people to compete yes. And build a product and mostly point to things like snowflake, new Relic. Yeah. Other people that compete with Amazon services. Yeah. You guys want that. You encourage that. Yeah. You're ratifying that same statement. >>Absolutely. Right. Again, it feeds into that selection experience. Right. If a customer wants something, we wanna make sure it's gonna be a great experience. Right. And so a lot of these ISVs are building on top of AWS. We wanna make sure that they're successful. And, you know, while we have a number of our first party services, we have a variety of third party technologies that run very well in a AWS. And ultimately the customer's gonna make their decision. We're customer obsessed. And if they want to go with a third party product, we're absolutely gonna support them in every way shape we can and make sure that's a successful experience for our customers. >>I, I know you referenced two studies check out the website's got buyer and seller surveys on there for Boer. Yeah. I don't want to get into that. I want to just end on one. Yeah. Kind of final note, you got a lot of successful buyers and a lot of successful sellers. The word billions, yes. With an S was and the slide. Can you say the number, how much, how many billions are sold yeah. Through the marketplace. Yeah. And the buyer experience future what's those two things. >>Yeah. So we went on record at reinvent last year, so it's approaching it birthday, but it was the first year that we've in our 10 year history announced how much was actually being sold to the marketplace. And, you know, we are now selling billions of dollars to our marketplace and that's with an S so you can assume, at least it's two, but it's, it's a, it's a large number and it's going >>Very quickly. Yeah. Can't disclose, you know, >>But it's a, it's been a very healthy part of our business. And you know, we look at this, the experience that we >>Saw, there's a lot of headroom. I mean, oh yeah, you have infrastructure nailed down. That's long, you get better, but you have basically growth up upside with these categor other categories. What's the hot categories. You >>Know, we, we started off with infrastructure related products and we've kind of hit critical mass there. Right? We've, there's very few ISVs left that are in that infrastructure related space that are not in our marketplace. And what's happened now is our customers are saying, well, I've been buying infrastructure products for years. I'm gonna buy everything. I wanna buy my line of business software. I wanna buy my vertical solutions. I wanna buy my data and I wanna buy all my services alongside of that. And so there's tons of upside. We're seeing all of these either horizontal business applications coming to our marketplace or vertical specific solutions. Yeah. Which, you know, when we first designed our marketplace, we weren't sure if that would ever happen. We're starting to see that actually really accelerate because customers are now just defaulting to buying everything through their marketplace. >>Chris, thanks for coming on the queue. I know we went a little extra long. There wanted to get that clarification on the new role. Yeah. New organization. Great, great reorg. It makes a lot of sense. Next level NextGen. Thanks for coming on the cube. Okay. >>Thank you for the opportunity. >>All right here, covering the new big news here of AWS marketplace and the AWS partner network coming together under one coherent organization, serving fires and sellers, billions sold the future of how people are gonna be buying software, deploying it, managing it, operating it. It's all happening in the marketplace. This is the big trend. It's the cue here in Seattle with more coverage here at Davis marketplace sellers conference. After the short break.

(upbeat techno music) >> Hey everyone, and welcome back to theCUBE's coverage of Snowflake Summit '22 live from Caesar's Forum in beautiful, warm, and sunny Las Vegas. I'm Lisa Martin. I got the Chris and Chris show, next. Bear with me. Chris Degnan joins us again. One of our alumni, the Chief Revenue Officer at Snowflake. Good to have you back, Chris. >> Thank you for having us. >> Lisa: Chris Grusz also joins us. Director of Business Development AWS Marketplace and Service Catalog at AWS. Chris and Chris, welcome. >> Thank you. >> Thank you. >> Thank you. Good to be back in person. >> Isn't it great. >> Chris G: It's so much better. >> Chris D: Yeah. >> Nothing like it. So let's talk. There's been so much momentum, Chris D, at Snowflake the last few years. I mean the momentum at this show since we launched yesterday, I know you guys launched the day before with partners, has been amazing. A lot of change, and it's like this for Snowflake. Talk to us about AWS working together with Snowflake and some of the benefits in it from your customer. And then Chris G, I'll go to you for the same question. >> Chris G: Yep. >> You know, first of all, it's awesome. Like, I just, you know, it's been three years since I've had a Snowflake Summit in person, and it's crazy to see the growth that we've seen. You know, I can't, our first cloud that we ever launched on top of was, was AWS, and AWS is our largest cloud, you know, in in terms of revenue today. And they've been, they just kind of know how to do it right. And they've been a wonderful partner all along. There's been challenges, and we've kind of leaned in together and figured out ways to work together, you know, and to solve those challenges. So, been a wonderful partnership. >> And talk about it, Chris G, from your perspective obviously from a coopetition perspective. >> Yep. >> AWS has databases, cloud data forms. >> Chris G: Yeah. >> Talk to us about it. What was the impetus for the partnership with Snowflake from AWS's standpoint? >> Yeah, well first and foremost, they're building on top of AWS. And so that, by default, makes them a great partner. And it's interesting, Chris and I have been working together for, gosh, seven years now? And the relationship's come a really long way. You know, when we first started off, we were trying to sort out how we were going to work together, when we were competing, and when we're working together. And, you know, you fast forward to today, and it's just such a good relationship. Because both companies work backwards from customers. And so that's, you know, kind of in both of our DNA. And so if the customer makes that selection, we're going to support them, even from an AWS perspective. When they're going with Snowflake, that's still a really good thing for AWS, 'cause there's a lot of associated services that Snowflake either integrates to, or we're integrating to them. And so, it's really kind of contributed to how we can really work together in a co-sell motion. >> Talk to us, talk about that. The joint GOTO market and the co-selling motion from Snowflake's perspective, how do customers get engaged? >> Well, I think, you know, typically we, where we are really good at co-selling together is we identify on premise systems. So whether it's, you know, some Legacy UDP system, some Legacy database solution, and they want to move to the cloud? You know, Amazon is all in on getting everyone to the cloud. And I think that's their approach they've taken with us is saying we're really good at accelerating that adoption and moving all these, you know, massive workloads into the cloud. And then to Chris's point, you know, we've integrated so nicely into things like SageMaker and other tool sets. And we, we even have exciting scenarios where they've allowed us to use, you know, some of their Amazon.com retail data sets that we actually use in data sharing via the partnership. So we continue to find unique ways to partner with our great friends at Amazon. >> Sounds like a very deep partnership. >> Chris D: Yeah. Absolutely. >> Chris G: Oh, absolutely, yeah. We're integrating into Snowflake, and they're integrating to AWS. And so it just provides a great combined experience for our customers. And again, that's kind of what we're both looking forward from both of our organizations. >> That customer centricity is, >> Yeah. >> is I think the center of the flywheel that is both that both of you, your companies have. Chris D, talk about the the industry's solutions, specific, industry-specific solutions that Snowflake and AWS have. I know we talked yesterday about the pivot from a sales perspective >> Chris D: Yes. >> That snowflake made in recent months. Talk to us about the industries that you are help, really targeting with AWS to help customers solve problems. >> Yeah. I think there's, you know, we're focused on a number of industries. I think, you know, some of the examples, like I said, I gave you the example of we're using data sharing to help the retail space. And I think it's a really good partnership. Because some of the, some companies view Amazon as a competitor in the retail space, and I think we kind of soften that blow. And we actually leverage some of the Amazon.com data sets. And this is where the partnership's been really strong. In the healthcare space, in the life sciences space, we have customers like Anthem, where we're really focused on helping actually Anthem solve real business problems. Not necessarily like technical problems. It's like, oh no, they want to get, you know, figure out how they can get the whole customer and take care of their whole customer, and get them using the Anthem platform more effectively. So there's a really great, wonderful partnership there. >> We've heard a lot in the last day and a half on theCUBE from a lot of retail customers and partners. There seems to be a lot of growth in that. So there's so much change in the retail market. I was just talking with Click and Snowflake about Urban Outfitters, as an example. And you think of how what these companies are doing together and obviously AWS and Snowflake, helping companies not just pivot during the pandemic, but really survive. I mean, in the beginning with, you know, retail that didn't have a digital presence, what were they going to do? And then the supply chain issues. So it really seems to be what Snowflake and its partner Ecosystem is doing, is helping companies now, obviously, thrive. But it was really kind of like a no-go sort of situation for a lot of industries. >> Yeah, and I think the neat part of, you know, both the combined, you know, Snowflake and AWS solution is in, a good example is DoorDash, you know. They had hyper growth, and they could not have handled, especially during COVID, as we all know. We all used DoorDash, right? We were just talking about it. Chipotle, like, you know, like (laughter) and I think they were able to really take advantage of our hyper elastic platforms, both on the Amazon side and the Snowflake side to scale their business and meet the high demand that they were seeing. And that's kind of some of the great examples of where we've enabled customer growth to really accelerate. >> Yeah. Yeah, right. And I'd add to that, you know, while we saw good growth for those types of companies, a lot of your traditional companies saw a ton of benefit as well. Like another good example, and it's been talked about here at the show, is Western Union, right? So they're a company that's been around for a long time. They do cross border payments and cross currency, you know, exchanges, and, you know, like a lot of companies that have been around for a while, they have data all over the place. And so they started to look at that, and that became an inhibitor to their growth. 'Cause they couldn't get a full view of what was actually going on. And so they did a lengthy evaluation, and they ended up going with Snowflake. And, it was great, 'cause it provided a lot of immediate benefits, so first of all, they were able to take all those disparate systems and pull that into Snowflake. So they finally had a single source of the truth, which was lacking before that. So that was one of the big benefits. The second benefit, and Chris has mentioned this a couple times, is the fact that they could use data sharing. And so now they could pull in third data. And now that they had a holistic view of their entire data set, they could pull in that third party data, and now they could get insights that they never could get before. And so that was another large benefit. And then the third part, and this is where the relationship between AWS and Snowflake is great, is they could then use Amazon SageMaker. So one of the decisions that Western Union made a long time ago is they use R for their data science platform, and SageMaker supports R. And so it really allowed them to dovetail the skill sets that they had around data science into SageMaker. They could now look across all of Snowflake. And so that was just a really good benefit. And so it drove the cost down for Western Union which was a big benefit, but the even bigger benefit is they were now able to start to package and promote different solutions to their customers. So they were effectively able to monetize all the data that they were now getting and the information they were getting out of Snowflake. And then of course, once it was in there, they could also use things like Tableau or ThoughtSpot, both of which available in AWS Marketplace. And it allowed them to get all kinds of visualization of data that they never got in the past. >> The monetization piece is, is interesting. It's so challenging for organizations, one, to get that single source view, to be able to have a customer 360, but to also then be able to monetize data. When you're in customer conversations, how do you help customers on that journey, start? Because the, their competitors are clearly right behind them, ready to take first place spot. How do you help customers go, all right this is what we're going to do to help you on this journey with AWS to monetize your data? >> I think, you know, it's everything from, you know, looking at removing the silos of data. So one of the challenges they've had is they have these Legacy systems, and a lot of times they don't want to just take the Legacy systems and throw them into the cloud. They want to say, we need a holistic view of our customer, 360 view of our customer data. And then they're saying, hey, how can we actually monetize that data? That's where we do everything from, you know, Snowflake has the data marketplace where we list it in the data marketplace. We help them monetize it there. And we use some of the data sets from Amazon to help them do that. We use the technologies like Chris said with SageMaker and other tool sets to help them realize the value of their data in a real, meaningful way. >> So this sounds like a very strategic and technical partnership. >> Yeah, well, >> On both sides. >> It's technical and it's GOTO market. So if you take a look at, you know, Snowflake where they've built over 20 integrations now to different AWS services. So if you're using S3 for object storage, you can use Snowflake on top of that. If you want to load up Snowflake with Glue which is our ETL tool, you can do that. If you want to use QuickSite to do your data visualization on top of Snowflake, you can do that. So they've built integration to all of our services. And then we've built integrations like SageMaker back into Snowflake, and so that supports all kinds of specific customer use cases. So if you think of people that are doing any kind of cloud data platform workload, stuff like data engineering, data warehousing, data lakes, it could be even data applications, cyber security, unistore type things, Snowflake does an excellent job of helping our customers get into those types of environments. And so that's why we support the relationship with a variety of, you know, credit programs. We have a lot of co-sell motions on top of these technical integrations because we want to make sure that we not only have the right technical platform, but we've got the right GOTO market motion. And that's super important. >> Yeah, and I would add to that is like, you know one of the things that customers do is they make these large commitments to Amazon. And one of the best things that Amazon did was allow those customers to draw down Snowflake via the AWS Marketplace. So it's been wonderful to his point around the GOTO market, that was a huge issue for us. And, and again, this is where Amazon was innovative on identifying the ways to help make the customer have a better experience >> Chris G: Yeah. >> Chris D: and put the customer first. And this has been, you know, wonderful partnership there. >> Yeah. It really has. It's been a great, it's been really good. >> Well, and the customers are here. Like we said, >> Yep. >> Yes. Yes they are. >> we're north of 10,000 folks total, and customers are just chomping at the bit. There's been so much growth in the last three years from the last time, I think I heard the 2019 Snowflake Summit had about 1500 people. And here we are at 10,000 plus now, and standing-room-only keynote, the very big queue to get in, people turned away, pushed back to an overflow area to be able to see that, and that was yesterday. I didn't even get a chance to see what it was like today, but I imagine it was probably the same. Talk about the, when you're in customer conversations, where do you bring, from a GTM perspective, Where do you bring Snowflake into the conversation? >> Yeah >> Obviously, there's Redshift there, what does that look like? I imagine it follows the customer's needs, challenges. >> Exactly. >> Compelling events. >> Yeah. We're always going to work backwards from the customer need, and so that is the starting point for kindling both organizations. And so we're going to, you know, look at what they need. And from an AWS perspective, you know, if they're going with Snowflake, that's a very good thing. Right? 'Cause one of the things that we want to support is a selection experience to our AWS customers and make sure that no matter what they're doing, they're getting a very good, supported experience. And so we're always going to work backwards from the customer. And then once they make that technology decision, then we're going to support them, as I mentioned, with a whole bunch of co-sell resources. We have technical resources in the field. We have credit programs and in, you know, and, of course, we're going to market in a variety of different verticals as well with Snowflake. If you take a look at all the industry clouds that Snowflake has spun up, financial services and healthcare, and media entertainment, you know, those are all very specific use cases that are very valuable to an AWS customer. And AWS is going more and more to market on a vertical approach, and so Snowflake really just fits right in with our overall strategy. >> Right. Sounds like very tight alignment there. That mission alignment that Frank talked about yesterday. I know he was talking about that with respect to customers, but it sounds like there's a mission alignment between AWS and Snowflake. >> Mission alignment, yeah. >> I live that every week. (laughter) >> Sorry if I brought up a pain point. >> Yeah. Little bit. No. >> Guys, what's, in terms of use cases, obviously we've been here for a couple days. I'm sure you've had tremendous feedback, >> Chris G: Yeah. >> from, from customers, from partners, from the ecosystem. What's next, what can we expect to hear next? Maybe give us a preview of re:Invent in the few months. >> Preview of re:Invent. Yeah. No, well, one of the things we really want to start doing is just, you know, making the use case of, of launching Snowflake on AWS a lot easier. So what can we do to streamline those types of experiences? 'Cause a lot of times we'll find that customers, once they buy a third party solution like Snowflake, they have to then go through a whole series of configuration steps, and what can we do to streamline that? And so we're going to continue to work on that front. One of the other places that we've been exploring with Snowflake is how we work with channel partners. And, you know, when we first launched Marketplace it was really more of an app store model that was ISVs on one side and channel partners on the other, and there wasn't really a good fit for channel partners. And so four years ago we retrofitted the platform and have opened it up to resellers like an SHI or SIs like Salam or Deloitte who are top, two top SIs for Snowflake. And now they can use Marketplace to resell those technologies and also sell their services on top of that. So Snowflake's got a big, you know, practice with Salam, as I mentioned. You know, Salam can now sell through Marketplace and they can actually sell that statement of work and put that on the AWS bill all by virtue of using Marketplace, that automation platform. >> Ease of use for customers, ease of use for partners as well. >> Yes. >> And that ease of use is it's no joke. It's, it's not just a marketing term. It's measurable and it's about time-to-value, time-to-market, getting customers ahead of their competition so that they can be successful. Guys, thanks for joining me on theCUBE today. Talking about AWS and >> Nice to be back. Nice to be back in person. >> Isn't it nice to be back. It's great to be actually sitting across from another human. >> Exactly. >> Thank you so much for your insights, what you shared about the partnership and where it's going. We appreciate it. >> Thank you. >> Cool. Thank you. >> Thank you. >> All right guys. For Chris and Chris, I'm Lisa Martin, here watching theCUBE live from Las Vegas. I'll be back with my next guest momentarily, so stick around. (Upbeat techno music)

>>from around the globe. It's the Cube with digital coverage of AWS reinvent 2020. Special coverage sponsored by AWS Global Partner Network Welcome to the Cubes. Live coverage of AWS reinvent 2020. I'm Lisa Martin. I've got two guests joining me. Next. Chris Gru's director of Business development, AWS Marketplace Service catalog and Control Tower at AWS. Chris, welcome. >>Thank you. Welcome. Good to see you. >>Likewise. And Matthew Polly is an alumni of the Cube. He is back VP of worldwide business development alliances and channels at Crowdstrike Matthew, Welcome toe. Welcome back. >>Great to be here. Lisa, Thanks for having me. >>And I see you're in your garage, your f one car in the background. Very jealous. So we're gonna be talking a little bit about not f one today, but about what's going on. Some of the the news that's coming from the partner Keynote. So, Chris, let's start with you. What's going on? The AWS marketplace news and also give our audience a real good understanding of what the marketplace is. >>Yeah, sure. So So AWS marketplace is actually an eight year old service within the AWS family, and and our charter is really providing a fine by deploy and manage experience for third party software. And so what our organization does. We work with my issues like Crowdstrike, and we really try to get them to package up their software in that same consumption format that other customers are buying AWS services. It's already the best service already. Those customers are used to buying services like Red Shift, and that's three and a consumption format, and they want to be able to buy third party software in that same manner. And so that's really been our charter since we were launched eight years ago. We've had a lot of great mo mentum since our launch. We now have over 8000 listings available in the catalog, and we have over 1.5 million subscriptions going through the catalog. One of things that we announced earlier today is that we are up to 300,000 active customers. That's actually up from 260,000, which is our previous numbers. So we continue to see really good momentum in terms of adoption, from both our eyes, community publishing listings and then from our customers that are actually buying out of the catalog. We work on all types of formats of software, so we provide machine images in an Amazon machine image format. But we also published and make available SAS products, container products and algorithms and models to run in things like our sage maker environment. And then, as of this morning in the Global Partner Summit, we announced the ability to sell professional services through eight of this marketplace as well. >>So lots of expansion, lots of growth. I'd love to get Chris your take on this expansion into offering professional services. What does that mean? And how have your 300,000 plus customers been influential in that? >>Yeah. And so what we've seen is marketplaces evolved is the transaction sizes have actually gone up dramatically. A couple years ago we launched a feature called Private Offers, which allows eyes views to do a negotiated subscription, submit that to an AWS customer and that they accept that goes right on their bill. We've seen very good adoption that we've got thousands of private offers now going through the system and what we found when the transaction sizes started to grow. Both our eyes V s that we're using the platform, as well as the consulting partners that are partners with US through Amazon Partner Network. They typically attached services to those transactions So pure and eyes V you might wanna package on something like an installation service training services. Or it could just be a bespoke statement of work that goes along with your technology and then on the consulting partner side. Resellers want to attach those same type of services to the software that they re sell, and up until this morning we weren't able to do that. And so it provided a lot of friction to our customers or buyers because what they had to do is they actually had to bottom line those transactions, or they had to do those transactions outside of marketplace. And And that wasn't a good experience for either RSV community or restore community or customers. So now, with this launch, we could actually allow customers to buy those services from those Eyes v partners and those resellers. By virtue of doing that to marketplace and basically how it works. It's similar to our private offer experience. They just submit a private offer to that customer. They could upload a statement of work. And if that customer accept, it goes directly on their AWS bill and they did. This marketplace takes care of all the collection, and the building that goes goes along with that transaction. And so we're really excited about this. We had over 100 launch partners that we're ready to go as of this morning, and we think this is gonna be a great feature, is gonna get a lot of adoption. Crowdstrike, which is a company that Matthews with is one of our launch partners for that feature. And so we just think this is gonna be a game changer for us on a number of levels. It's really gonna open up the type of transactions that we can now do to market place. >>Well, you mentioned Ah, good f word frictionless. That's something that every business really aims to do to make that experience just as seamless as possible. So Matthew talk to us about crowdstrike being part of its professional services, launched the opportunities that that opens up for the marketplace, customers and your customers? >>Sure. So just a quick background on crowdstrike were an endpoint protection cybersecurity company that has historically been protecting laptops desktops on premise, uh, devices from from breaches, basically identifying indications of attack or indications of compromise that that may surface on those end points. We do that by having agents run on those devices and point back to our massive body of data that runs in the cloud A W s. In fact, and so collecting tons and tons of data petabytes upon petabytes of data, literally trillions of events per week were able to easily identify and apply machine learning and artificial intelligence, Um, to that corpus of data to be able to identify when there is adversary activity on those devices. Now we've gone through a bit of a digital transformation ourselves, and we're looking at now. Not only, or we have launched products here recently, that not only protect those on premise devices like the desktops, laptops and on premise servers, but also protect workloads that are running in the cloud E C. Two instances, or RDS instances. What have you in in AWS? Or we've also launched what crowdstrike calls are Falcon Horizon product, which is a cloud security posture management product to be able to give people visibility into configurations that may create risk for their cloud environments. And we've been leveraging marketplace for about two years now. Um, it's been a fantastic opportunity for us to really leverage that frictionless sales motion that Chris talked about reducing sale cycles for us and for our channel partners. We have a number of our channel partners that leverage the CPP Oh capability within within the AWS marketplace toe actually transact business with their customers. It's been a It's been a fantastic, um you know, mechanism for for crowdstrike, for our partners and for our customers. Um, you know, we've been part of the enterprise contract scenarios where we don't have to go through that process of negotiating an end user license contract. We've signed up for the enterprise contract. Many of our customers have signed up for that enterprise contracts with reduces the legal iterations to get a transaction done. So that's been fantastic. And what we're doing now with the you know, the professional services offering is we're standing up a few of our professional services, Um, you know, offerings on the AWS marketplace so that our customers and our channel partners can actually transact business through the AWS marketplace toe, acquire those particular professional services offerings. And the one that I think is most interesting is a kind of cloud security assessment where our professional services team will go in and actually evaluate our their configurations. Are there unmanaged, um, you know, accounts running in AWS or what have you that could represent a security risk and make recommendations about how to improve the overall security posture of that cloud environment, leveraging something like crowd strikes Falcon Horizon, as I mentioned earlier, or our cloud workload protection offering. So it >>really >>is about streamlining the procurement, offering them. You know, the ability to thio, offering customers the ability to acquire through the AWS marketplace, whether that's the crowdstrike product or the Crowdstrike service offerings. >>So, Matthew, I imagine given this year that we're all not sitting together face to face in Las Vegas. The events of this year have also brought a lot of challenges from a security perspective. We've seen Ransomware going up dramatically, but also in this massive pitot to work working remotely. I can imagine your customers big opportunity for Crowdstrike to help them when endpoints just scattered. So in terms of that, as well as the impact with what you're doing with AWS marketplace seems like a great opportunity to provide your customers with faster access to ensuring that they can guarantee the security off their all of their data, which is business critical. >>Yeah, 100%. So the kind of global pandemic and work from anywhere has driven demand for crowd strikes capabilities in two ways. Number one people leaving the office and going home. There's a proliferation of physical devices, laptops for people to actually work from home, which obviously need to be protected. And a lot of times these were people that were working from home for the first time. You know, no longer within the protection of the, you know, the corporate network. Maybe they're using a VPN or what have you? But they needed the added protection of an endpoint protection capability like crowd strikes. And the second is a lot of this digital transformation has been accelerated. We've had a few customers tell us they had a three year plan for for their their digital transformation, and a lot of that is moving on. Premise service involves moving on premise servers to the cloud, and they've had to accelerate that two months or even even weeks in cases. And that's driving. You know, huge demand for understanding how to ensure there maintaining the proper security posture for those cloud environments. So speed is key right now, making sure that you're protected and transacting those those you know, those those sale cycles quickly leveraging native US marketplace all is accelerating. >>Yes, speaking of that acceleration and we've talked about that a lot. Matthew. This acceleration of digital transformation years now crammed into months. Chris, let's wrap with you in light of that acceleration, how has that affected positively? The AWS marketplace Bringing in professional services, allowing your customers to have much more available to them, to transact directly and and in a frictionless way, when speed is so critical? >>Yeah, I mean what it really leads to. It just gives us more selection, right? So if you take a step back and you think about the you know, the infamous Amazon fire, well, one of the key components of what makes a fine we'll go a selection. And there was a lot of solutions that we had. We just couldn't sell through marketplace without having some kind of services attach. While there's a lot of products that you could just point, click and go. There are a lot of technology. Do you need to? Some have some kind of hand holding And so, you know, by virtue launching services, this actually opens up the amateur in terms of selection that we could bring into the catalog. One of things that we've been focused on as a late is bringing in business applications as an example. And a lot of times a business application might need services to go on, actually wrap around that solution cell and, you know, be part of that implementation. And so that's the other great thing about this is it's going to give us more selection, and that's just gonna let our customers buy more and more products out of this market place. But do that in this very easy format, where it literally just lets them put these transactions directly on the AWS bill. So we think it's gonna be a great you know, not only for movie deals faster but also providing more solutions to our customers and just giving a better selection experience of AWS customer >>and being able to do that all remotely, which is these days is table stakes. Chris. Matthew, Thank you so much for joining me today. Talking about what's new with the Amazon marketplace. What you guys are doing with professional services and crowdstrike. We appreciate your time. >>Yep. Thank you. Thanks. Lisa. Yep. >>From my guests. I'm Lisa Martin. You're watching the cubes. Live coverage of aws reinvent 2020.