Brett Fountain joined leading cybersecurity company Deepwatch to build their partner strategy with Amazon Web Services (AWS). As the current Head of Technology Alliances and with AWS experience in previous roles, Brett knew Deepwatch needed 6sense to run a successful AWS partnership.
Brett shares more on how Deepwatch harnesses the power of 6sense to navigate the complex landscape of AWS programs, leading to remarkable success and a Partner of the Year nomination.
The Challenge: Walking in the Dark
Before implementing 6sense, Deepwatch faced three main challenges:
- The complexity of the AWS partner ecosystem
- Co-Selling with AWS
- Limited insights into AWS customer behavior.
“When I first got here, there was a lot of walking around in the dark. Deepwatch only had a competitive ABM tool, but alliances weren’t allowed to use it,” Brett explains.
Brett says the sheer scale of AWS’ partners ecosystem made it difficult to build the Co-Sale relationship.
Deepwatch recognized the need to differentiate itself from the over 100,000 partners vying for AWS’ attention. The traditional approach of reaching out and working with AWS account managers is difficult as an emerging partner. Co-Selling together with AWS is a significant challenge for most partners and quickly became a bottleneck with Deepwatch account managers manually handling numerous accounts, spreadsheets, finding an associated AWS account manager and understanding where to focus their efforts, making it difficult to pinpoint the right opportunities.
6sense now lights the way for all revenue team members to make informed decisions based on intent data and actionable insights.
The Solution: 6sense’s Advanced Algorithms
Deepwatch’s integration of 6sense continuously proves to be a game-changer in addressing the challenges the AWS partner landscape poses.
“You can’t be everywhere at once. You can’t know what everyone’s thinking. The only way to know is with big data and machine learning like 6sense,” Brett says.
Using the advanced algorithms of 6sense, Deepwatch employed precise Co-Sell strategies, allowing them to identify the most promising opportunities within AWS. 6sense’s ability to filter through the noise enabled Deepwatch to focus on accounts with the right buying stages, cycles, and intent data.
Brett says, “Thanks to 6sense, we had 300 Co-Selling sessions in the last several months. It’s been a crazy amount of activity with AWS.”
Deepwatch embraced a co-selling strategy with AWS, emphasizing the five Cs: co-sell, co-market, co-build, champions, and consumption. Implementing 6sense allowed Deepwatch to closer align with AWS account managers. This not only streamlined the co-selling process but also positioned Deepwatch as a unique partner willing to invest in the success of AWS sellers.
“6sense helps me understand what AWS really cares about and how to better strengthen my ecosystem as a partner,” Brett says.
Finally, Deepwatch uses 6sense for cross-selling and churn mitigation. 6sense provides visibility into customer behavior, allowing Deepwatch to identify potential churn indicators and proactively address customer concerns. 6sense is also crucial in cross-selling by analyzing customer interactions and suggesting complementary services.
The Results
Deepwatch’s AWS strategy was rudimentary before Brett joined Deepwatch. Since implementing 6sense, though, Deepwatch’s AWS alliance has resulted in:
- From 0 to $8 million in AWS originated pipeline in one quarter
- 300% increase in account mapping sessions
- Partner of the Year nomination from AWS
“Without 6sense, I would not be able to implement the vision and strategies that I have at the level I want to be at, to move so fast.”
