AWS’ Ruba Borno On IBM, Cisco And AWS Marketplace Growth

Amazon Web Services’ worldwide partner leader Ruba Borno is bullish about the $80 billion cloud giant’s future as its IBM partnership is taken to a new level and AWS Marketplace growth is soaring.

Borno spoke to CRN at AWS re:Invent last week, which saw more than 50,000 customers and partners flock to Las Vegas.

“We’re really excited not only about our own innovation, but we’re enabling many of our partners to innovate on top of our technology as well,” said Borno, vice president of Worldwide Channels and Alliances. “We’re doing that with small ISVs and large companies that are 111-year-old innovators like IBM, because we believe in the value that it brings to customers.”

[Related: AWS CEO: Cloud Can Solve Economic Uncertainty, Sustainability]

AWS Marketplace

One key strategy that’s top of mind for Ruba Borno is the growing number of AWS partner interactions and sales coming via the AWS Marketplace.

In fact, she said Cisco—the longtime dominant leader in networking—will leverage the AWS Marketplace to “cloud enable” Cisco’s vast channel partner ecosystem.

“Cisco’s Oliver Tuszik, who leads the partner organization at Cisco—Cisco gets over 90 percent of its revenue through channel partners—they want to have the AWS Marketplace be how they cloud-enable their channel partners. That is a direct quote from Oliver,” said Borno, who joined AWS in 2021 after a six-year stint at Cisco.

The AWS Marketplace is an online software store that allows partners to market and sell their software and services to AWS customers around the world.

At AWS re:Invent 2022, AWS also doubled down on its IBM partnership by adding new IBM solutions on the AWS Marketplace.

“We will see more and more channel partners leverage AWS Marketplace,” Borno said. “There’s absolutely an opportunity for channel partners to take advantage of putting their services on AWS Marketplace.”

The Seattle-based cloud market share leader will continue to strengthen partnerships with vendors, ISVs and channel partners of all shapes and sizes.

“To get from service or product to a business outcome, it’s up to 15 products or services for a customer to get to a [successful] business outcome,” said Borno. “So we’ve got a lot of opportunity where we’re working multi-party deals that we are taking to market together to support our customers and delivering those solutions.”

In an interview with CRN, Borno explains her company’s IBM partnership, channel strategy and the growing importance of the AWS Marketplace.


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 Learn About Mark Haranas


Mark Haranas is an assistant news editor and longtime journalist now covering cloud, multicloud, software, SaaS and channel partners at CRN. He speaks with world-renown CEOs and IT experts as well as covering breaking news and live events while also managing several CRN reporters. He can be reached at [email protected].


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