Top questions for software companies seeking to expand their businesses globally

AWS Editorial: Thanks for meeting with us today, Lexie. First, for those who are unaware, what is the format of the AWS Global Passport workshop?

Lexie Knauer: The workshop is offered in both full-day and half-day formats. For the half-day option, the first 2.5 hours are led by our external business consulting partner, Think & Grow, followed by AWS-led sessions covering technical best practices, security and compliance readiness, and go-to-market strategy. This combined approach helps demonstrate the importance of viewing expansion through business and technical perspectives. Our team can travel to your preferred location or you can join us at one of our offices across the world.

Editorial: Based on that format, I can tell you’re seeking diverse perspectives from across the business. Which types of technical and non-technical leaders should attend the workshop?

Knauer: Absolutely—collaboration and communication are important across all functions. There are four types of functions we recommend join each workshop.

• Commercial Owner: This is typically a Chief Revenue Officer, VP of International, VP of Sales, or a General Manager depending on the company. They may not have a technical background but are laser focused on expanding the business and improving their revenue model.
• Technical Leader: It could be a Chief Product Officer, Chief Technical Officer or another senior leader who is responsible for cloud IT implementation.
• Go-to-Market: This varies, but could be whomever is managing the AWS partnership at the software company or even a senior-level Marketing executive.
• Utility Player: It’s helpful to have someone who spans functions—like Legal and Compliance—or a seasoned subject matter expert who is the “go-to” person on macro-level decisions.

When you have that many roles in a room, it’s extremely common to see a healthy tension between the Commercial and Technical sides of the business. Commercial often wants to chase growth opportunistically and has one vocal, high-spending customer who has specific demands. But there’s usually not a ton of data to determine if it’s a good investment for the company long term. Whereas engineering is usually the voice of reason, because they know the cost implications and the work required to serve that market. However, their rigidity sometimes needs to be challenged when new opportunities appear. It’s ultimately a balance.

Editorial: I’m sure you’ve heard some vibrant conversations during those meetings. So, what kind of support can participants expectafterthe AWS Global Passport workshop ends?

Knauer: While customers drive their own expansion post-workshop, they receive ongoing support from their dedicated AWS account team, including their account manager, Partner Development Manager (PDM), and Solutions Architect. The team can facilitate introductions to country leaders, sales leaders, and local AWS connections in target regions. AWS offers the following investments to eligible participants:

• $50,000 USD in consulting services
• $30,000 USD in marketing development funds
• Up to $250,000 USD in AWS Credits

Watch how BeyondTrust used these types of benefits to dramatically reduce deployment costs and time-to-market in new regions.

Editorial: Gathering so many high-powered leaders in a room is a major time investment, but what's the typical ROI software and technology companies see after participating in the workshop?

Knauer: Several factors come into play, but on average, the goal is 10-20% growth per new region launched. We measure success by monitoring usage in the newly launched regions, creating a symbiotic relationship where customer growth directly correlates with AWS growth.

Typically, software and technology companies take 3-6 months to launch in a new region, including hiring and implementing recommendations. At AWS, we conduct monthly performance evaluations and quarterly business reviews to track progress against the growth.

Editorial: Let’s take a step back. Assume I am an existing AWS customer ready to expand my business globally. What criteria do you use to determine if my software business is a good fit for the workshop?

Knauer: That’s a good question. While I am not able to give too much detail, we do look at how much existing customers are spending on cloud services each year, how mature their business is on the AWS Partner Network, and other factors. Those data points will help us determine if a bespoke, dedicated workshop is the right approach for the customer at this time.

We also offer “one to many” AWS Global Passport workshops that include four to six other software companies for those who are still early on in their cloud journey. Of course it’s not as customized, but offers a good overview of the program and considerations.

Editorial: You’ve led many workshops—is there a common theme you often see when companies consider global expansion?

Knauer: Companies may chase deals opportunistically or based on overall market size, but it's important to evaluate the product-market fit and scope it accurately. For example, Asian companies are extremely interested in launching in the US. However, it’s important to look at the data first. Think & Grow knows how hyper-localized Asian business apps can be and will determine if there is product-market fit in a new region. If there is, we often advise a more phased approach in smaller English-speaking markets. Asian apps can start in Australia, followed by the UK, and then eventually enter the more competitive US market. This stepped approach helps Asian companies build experience in English-speaking markets before investing significant time and money in an expensive market.

AWS Global Passport provides a structured approach to international expansion, combining business consulting with technical expertise. By bringing together key stakeholders and addressing both business and technical considerations, the program helps companies make informed decisions about global growth while minimizing risk and maximizing potential for success. Request a workshop now or learn more about why expansion is so important in Knauer’s last article.