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AWS Channel Chief On Innovation ‘Riches’, Channel Changes And Simplification

Ruba Borno, AWS’ global channel chief, talks to CRN about her vision to “streamline and simplify” the AWS partner experience, boost co-selling and the “significant” cloud migration opportunities ahead for partners.

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Ruba Borno: AWS Has ‘An Embarrassment Of Riches’ In Innovation

The $71 billion cloud market share leader has a new worldwide channel chief in Ruba Borno who has big plans in store to take AWS’ partner strategy to the next level with no limits to the massive amount of cloud opportunities ahead for partners.

“What we know from various analysts’ reports is that only five, maybe 15 percent of workloads that could migrate to the cloud have already migrated to the cloud. So the opportunity ahead of us is significantly greater than what we’ve already achieved,” said Borno in an interview with CRN.That’s what we’re really excited about and why I’m really excited to be in this role.”

Following a successful AWS Summit last week, which saw the Seattle-based public cloud superstar launch a slew of new products, Borno says AWS’ innovation engine is on fire.

“We have an embarrassment of riches as it relates to innovation, I think, and that’s a great place to be. Because all of that comes from customer needs,” said Borno.

As AWS’ innovation engine roars, the company’s sales are also spiking.

AWS grew sales by a whopping 40 percent in 2021 compared to 2020, as AWS increased from $51 billion in annual revenue to $71 billion last year.

Borno is taking over the channel reigns at AWS at a time when the company is witnessing huge customer success and driving innovation at warp speed.

“The opportunity ahead of us is significantly greater than what’s behind us. We’ve got more to discover together,” said Borno, vice president of Worldwide Channels and Alliances at AWS. “Our joint customers with our partners need cloud transformation. We saw that more than ever in the past few years. That need is continuing to accelerate.”

Borno joined AWS in November after spending years at networking giant Cisco. At Cisco, she was senior vice president and general manager of Cisco’s global customer experience centers and managed services.

In an interview with CRN, Borno breaks down her channel strategy, striving to simplify and streamline the AWS partner experience, and what changes partners can expect from AWS in 2022 and beyond.

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