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As of February 2026, the AWS ecosystem has undergone its most significant transformation since its inception. Following a two-phase restructuring, Amazon has signaled a hard pivot away from "theoretical readiness" (certifications) toward a "tangible execution" model. For partners, the 2026 roadmap is clear: deliver measurable sales outcomes and operationalize AI, or risk being sidelined. 1. The Numbers: 30,000 Jobs Cut in the "Year of Efficiency" Between October 2025 and Janu

Market Development Funds (MDF) are intended to be a powerful growth lever. In theory, they accelerate partner momentum; in practice, they often become an administrative burden. Funds sit idle, campaigns fail to produce pipeline, and corporate teams struggle with activation. Most assume the problem is budget or partner motivation. It usually isn't. The real issue is a structural misalignment between program design and modern B2B buyer behavior. Today’s technology purchases inv

I recently watched my son struggle with a school subject I know well. The path forward was obvious: we offered tutors and resources. His response? A stubborn, “I’ve got it. I can do it myself.” As a parent, you recognize that mix of mounting frustration and the sight of an avoidable failure. As a channel leader, it’s a perfect metaphor for our industry. We see the gaps, we have the budget, yet the help sits untouched. This isn’t just a pride issue, it’s the result of a struct

It’s not budget. It’s sprint thinking inside marathon sales cycles. The real issue is not budget size. It is MDF marketing strategy misalignment inside long buying cycles.. They have a pacing problem. You are running 90-day campaigns inside 9-month buying journeys. You are measuring short bursts against long, nonlinear decision cycles. And then you are surprised when ROI feels inconsistent. MDF is not broken. Your timeline is. The Buyer Has Changed. Your MDF Model Hasn’t. We

During my recent CMA PowerCircle session, partner marketing and channel leaders gathered to discuss what’s truly working in partner enablement today. The consensus was clear: Partner enablement does not fail because of a lack of content. It fails because it does not change behavior at the moment of decision. Across industries and partner ecosystems, practitioners reported the same challenge:Partners attend training. They download assets. They even co-brand campaigns. Yet whe