A standard, not a brand.
Forward Deployed Selling is independent of any single firm or product. The standard belongs to the field.
The author
Angel Armendariz leads the Business Innovation Practice at Amazon Web Services (AWS). He advises executives on the deployment and execution of AI strategies. He has built and led multiple consulting firms, specializing in revenue growth, go-to-market, and business development, closing deals from $500K to $500M.
Angel is the author of the canonical book, Forward Deployed Selling, and the maintainer of the FDS skill that ships the doctrine as executable agent logic.
The doctrine’s origin
The doctrine comes from hundreds of sales engagements across multiple industries. It is a set of principles honed over twenty years, crystallized in real-world experience inside AWS, into a framework powered by the innovation of AI.
As AI has changed the informational capabilities of buyers and sellers, the need to drive value faster — and first — has become necessary. The sellers who understand how to execute Forward Deployed Selling principles see a 5–10X improvement over their peers running legacy sales strategies.