for channel partners and msas fy17€¦ · hp provides market development funds (mdf) to authorized...

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.1

HP Market Development Funds MDF Activity Matrix (MAM)

For Channel Partners and MSAs

FY17 Effective November 1, 2016HP Restricted—For HP, Channel Partner and MSA Internal Use


Contents – MDF Activity Matrix (MAM)

Introduction ……………………………………………page 3 Glossary of MDF Terms …………………………….page 4Digital Marketing ………………………………....…page 5Print Marketing ……………………….…..…....……page 6Social Media …………………………………………...page 7Customer assessment ……………………….…….page 7Telemarketing …………………………………..…….page 8Telesales …………………………………………….….page 8Demonstration equipment ………………….……page 9 Merchandise ……………………………………...…..page 10 HP Champion ………………………………………….page 10Training ……………………………………………...….page 11Event ………………………………………...........…...page 12Partner Sales Incentive ………………….…..……page 13Solutions Development (billable hours) …….page 14General Rules ……………………………………..….page 15


HP Market Development Funds – FY17 Activity Matrix (MAM) Introduction

HP provides Market Development Funds (MDF) to authorized channel partners to subsidize the costs for marketing and

sales enablement activities that drive demand for HP products, solutions and services.

MDF can be spent by Partners, or Marketing Services Agencies (MSAs) acting on behalf of partners, on any approved and

defined MDF eligible activity type.

This document provides the detailed description of all the available activity types, along with details of the documentation

required when partners claim funds from HP.

Please Note:• All invoices submitted to HP must clearly state the relevant currency.

• For Alliance co-funded activities, please refer to the Alliances Terms for required documentation.

• For all HP Market Development Funds (MDF) Terms and Conditions,

• see the HP Partner First Program Manual and / or separate MDF Program Terms document (this will vary depending on your region).

• HP reserves the right to request additional proof documentation.

• Documentation required from MSA and Channel Partner, where eligible.

• Itemized Invoice – must be an invoice listing/numbering/documenting (itemizing) the incurred costs/spent for the MDF activity.


Glossary of MDF Terms

MDF = Market Development Funds

PoC = Proof of Cost and PoE = Proof of Execution

3rd Party supplier = an independent supplier or agency that is contracted by the partner or MSA to deliver part or all of the MDF eligible activity on

behalf of the partner or MSA.

(Itemized) 3rd Party Invoice and/or Internal Invoice = invoices and/or receipts including the Activity ID and the Date of MDF execution

Itemized Invoices:

• 3rd party invoices: receipts must include the executed activity and dates

• Internal Invoices: must include the Activity ID, Activity Type and the Dates of execution

Marketing Services Agency (MSA) = a marketing agency contracted by HP to work with partners to plan and execute customized co-marketing

activities and campaigns on the partner’s behalf.

Sponsorship = if no HP products are advertised or banner only and/or if the event is entertainment only.

Funding Only = where there is no marketing of HP products (please see the HP Sponsorship Policy).

List buys = Potential customer database or customer lists incl. addresses purchased by our partners

Partner = HP 1st or 2nd tier channel partner

Reseller = HP 2nd tier channel partner (sells HP products to end user customers)

Distributor = HP 1st tier channel partner (sells HP products to resellers)

ODP = OEM Distribution Partner

Invoices = must be clearly stating the respective currency & invoice number

HP Market Development Funds – FY17 Activity Matrix (MAM)


DIGITAL MARKETING

-Online co-branded advertising of HP products, solutions or services - includes:-Digital Advertising: Online display advertising (e.g. banner ads, Pop-up ad or Web-content which features HP products, solutions or services, promotion via mobile devices), streaming video, advertising and promotions via mobile devices or other general online advertising.-Digital Direct Mail: Direct email campaigns for lead generation featuring HP products and services. Includes direct marketing services, email delivery services, list buys, third party list and customer data management/analysis services.-Digital Catalogs: Electronic catalogs, newsletter, flyers or marketing material for HP products, solutions and services developed for electronic mass distribution to potential customers.-Search Engine Marketing (SEM): Online advertising that involves the purchasing of ads on search engines to promote websites and gain traffic by increasing their visibility in search engine results pages (SERPs). Search ads are focused on demand generation and link back to partner’s website. -Search Engine Optimization: Optimizing HP content on partner site for organic search for customers searching for HP products in search engines-Television/Radio/Cinema advertising, including co-branded ads streamed on different channels about HP products, solutions or services

Ineligible Expenses:

-Communications that do not meet

HP branding and/or trademark

guidelines

-Penalties or cancellation charges

-Any competitive product and/or

service content

-Sponsorship activities

Channel Partner claim documentation requirementsPartner and MSA must provide POC and POENote: POC only required when 3rd Party is used

POC POE

-3rd party supplier invoice (if 3rd party Supplier was utilized) plus partner letterhead statement invoice for internally incurred activities which includes dates when activity was conducted, number of E-DMs sent (if is E-DM), name of catalog (if Catalog), ad placement and itemized costs, -Search engine marketing cost (SEM for example: Google AdWords, BingAds)

-Advertising, SEM or catalog: Screenshot

with visible web link of the webpage

showing the ad or catalog, optimization.

-E-DM: copy of E-DM with list / and

number of recipients

-TV/radio/cinema: Electronic copy of script

or spot with channel name, time and date

and/or media schedule (HP reserves the

right to request additional proof such as

audio or film files

-Video spot: copy of the spot with creation

date (with reason for creation).

-SMS campaign: text of the message with

date and list and number of recipients.

-Mobile applications: screenshots and list

or number of users.


PRINT MARKETING

Co-branded print activity featuring HP products and services to generate demand – includes: -Print Advertising: Newspaper or magazine print advertising, outdoor advertising (e.g. billboards, posters and banners) or other general advertising of HP brand, products, solutions or services.-Print Catalog: Print catalogs, product brochures, newsletter or flyers featuring HP products & services developed for mass distribution to potential customers-Direct Mail: Printed Direct mail campaigns for lead generation featuring HP products & services. Includes direct marketing services, delivery services (e.g. shipping) list buys, third party list & customer data management/analysis services.-In-Store Marketing Activities: In-store/POS displays in windows, floor days or end-caps to demonstrate & generate demand of HP-products. -Demo Days - Expenses for in-store demo activities conducted by partner, promoter or outsourced third party service. Services or tools to help Partners evaluate & manage store assortment, product placement (planogram), product replenishment, product introductions, promotions management or other activities designed to attract customers & maximize category performance (sales).-Product bundling costs like wrapping products or creating sales boxes.-Digital items also considered for execution & claiming,if they serve the execution of In-store marketing activities (e.g. demo video on a product)

Ineligible Expenses:-Communications that do not meet


guidelines


-Any competitive product/service

content


-In-store marketing activities:Partners/Retailers infrastructure costs such as building fixtures, building remodels, furniture (chairs, desks, tables etc.); In-store promotion administration;

-MDF cannot be used to fund promotional cash discounts, vouchers or products;

-Store rental costs

-MDF can only be used to fundPOS to create awareness of the promotion.

Channel Partner claim documentation requirementsPartner and MSA must provide POC and POE

Note: POC only required when 3rd Party is used

POC POE

-3rd party supplier invoice (if 3rd

party Supplier was utilized) plus partner letterhead statement invoice for internally incurred activities which includes dates activity was conducted, number of mailings sent (if Direct Mail), name of catalog (if Catalog), ad placement and itemized costs.

- Invoice must be with country currency and invoice number

-Advertising (with publication name and

date), sample of flyer or catalog: electronic

copy of material (catalog + HP pages of

catalog) or photograph for

billboard/signage.

-Direct mail: Electronic copy of mailing

content with List and number of recipients.

-In store marketing requirements: Photographs of the aisle/ shelf. Copy of the planogram, of the POS on site.-OR-Photograph of the Point of Sales merchandise on-site promoting HP products


SOCIAL MEDIA

Social Media Marketing program includes:

• Creation of new content or adaptation of HP

Provided content for the use on social media

sites on partner accounts

• Publishing of HP posts or adapted/newly

created social content onto social media sites

-It supports the purpose of attracting attention,

generating traffic and spreading electronic Word of

mouth (eWoM) about HP’s products or services.

-Social media posts are focused on demand

generation and link back to partner’s website. The

amount of social media activity must be quantifiable.

Ineligible Expenses:-Social media contests, games and

prizes




content

-Logistics costs



POC POE


party Supplier was utilized) plus partner letterhead statement invoice for internally incurred activities with includes dates, social media posts/activity & itemized costs.

-Screenshot(s) of the social media sites

showing HP published content.

CUSTOMER ASSESSMENT

A customer-/or partner-requested customer consultation or assessment with targeted strategy plan developed for the purpose of displacing an HP competitor, driving incremental HP business with a new customer account or a new division within an existing customer account. -The assessment would typically be delivered by a 3rd

party consultant or system integrator.-Note: if travel is necessary for activity, travel and accommodation costs are eligible for reimbursement.

-Economy class required for all flights.

Ineligible Expenses:-Partner/MSA employee wages or out of office time-Travel or accommodation expenses for HP employees-Fees paid to an HP employee-Penalties or cancellation charges.-Leisure or hospitality activities-Visa related costs



POC POE

-Itemized third-party invoice or itemized (internally generated) invoice from partner if assessment was completed by the partner with date(s) activity was conducted.

-Electronic copy of customer assessment

with dates when assessment was

conducted.


TELEMARKETING

-Telemarketing call campaigns for lead generation, marketing campaign follow up, customer updates on HP programs, products and services. Includes list buys, third party list and customer data management/analysis services.



guidelines.



content



POC POE


party Supplier was utilized) plus partner letterhead statement invoice for internally incurred activities which includes number of calls made, the dates the activity was conducted and itemized costs.

-Electronic copy of telemarketing script.

-List of promoted HP products, solutions

or services

-Number of calls and/or number of sales made

TELESALES

-Telesales call campaigns that follow a

marketing/promotions campaign with a clear sales

call to action. Includes list buys, third party list and

customer data management/analysis services.



guidelines.



content



POC POE


party Supplier was utilized) plus partner letterhead statement invoice for internally incurred activities which includes number of calls made, the dates the activity was conducted and itemized costs.

-Electronic copy of telemarketing script.

-List of promoted HP products, solutions

or services

-Number of calls and/or number of sales made


DEMONSTRATION EQUIPMENT-Investments made in purchasing, renting or leasing HP

hardware or software for demonstration, application

development or customer evaluation purposes.

-Equipment must be used by the partner for

demonstration purposes only and can be resold:

-- Purchase date plus 6 months or

-- When end of sale status has been reached

The following requirements must be met in the resell or

disposing of demo product:

-When demo units are sold to customers, partners must

include all manufacturers’ original equipment, including

but not limited to, all parts, documentation and

software.

-Failure to include all items will void the warranty.

-Partner is responsible for complying with all laws and

regulations governing the sale of such systems when

demo equipment is sold to an end-user customer.

-The channel partner must advise end users that the

product was a demonstration model. Eligible products

cannot be sold to another reseller or broker.

-Partner must document the use and disposal of demo

equipment, by way of tracking serialized units for a

minimum of 2 years to enable an HP audit.

Ineligible Expenses:-Non-HP equipment and products

-Renovation cost for demo rooms

Equipment repair costs

-Supplies costs such as paper and

ink

-Amounts reimbursed through the

Demonstration

Equipment program (Demo Starter

program – if existing in

country/region)

– Partner’s infrastructure costs such

as furniture



POC POE

-Invoices from equipment

supplier(s) showing price paid for

hardware and/or software

including product serial number.

-Distributors must provide invoice from HP or HP Stock Removal letter

-Resellers must submit the invoice from Distributors or HP

-If HP serial number is not showing on the

invoice, partner must produce additional

PoE with HP serial numbers.


MERCHANDISE

-Low value promotional item ($50 max per item) with

HP logo such as pens, pencils, lighters, caps,

t-shirts, mugs, pen drives used as customer

giveaways (should be co-branded).

-The maximum cap cannot be cumulated.

-Non-HP items must not compete with HP’s products

and services. Partner and MSA must ensure any such

items are safe and of such quality so as not to bring

HP’s brand into disrepute.

Ineligible Expenses:-Partners/retailers infrastructure costs such

as building fixtures, building remodels,

furniture (chairs, desks, tables, etc.)

-Competitor products and “Buy3/Pay 2”

promotions or similar

-Cash equivalents & HP products

-HP logo branding as a sticker

-Product shipment fees

-The value of the gift (HP/non HP) must not

exceed 5% of end user purchase value,

capped at $150

-The gift offered should be different than the product which is advertised and promoted



POC POE

-Itemized invoice from third party suppliers which clearly associate to activity including unit volume.

-Photograph of HP and Partner branded

merchandize used.

HP CHAMPION

-Fees for partner resource focused on HP (marketing,

technical or sales) and on planning, implementing and

evaluating the effectiveness of programs for

promoting, selling and supporting HP products and

services.

-Please see MDF Terms & Conditions for definition of

eligible types of HP Champions.

-Travel costs and accommodation are eligible if necessary (airfare limited to economy class only).

Ineligible Expenses:-Costs not related to the provision or

commission of champion resource

-Any administrative mark up costs

Sales commission



POC POE

-Partner must submit the completed HP Champion Reimbursement Form, including the details of the HP dedicated partner resource with name and cost. Partner approval, PBM approval – email or form signature.

-Please see MDF Terms & Conditions posted on the HP Partner Portal for definition of eligible types of HP Champions.


TRAINING-Technical, Sales or other certification training, taken by

the Partner employees to enable Partner’s ability to

drive demand for HP products and services delivered by

a HP authorized trainer.

Certification

-Webinar or web-based training, Certification / Exam

voucher costs to obtain Partner First Program

Certification. It also includes study materials that lead to

a technical or sales certification or qualification provided

by HP.

Non-certification

-Webinar or web-based or offline training, classroom,

on-site trainings, instructor led trainings for Lunch and

Learns, sales soft-skills trainings, coaching or formal

training performed by an HP trainer or an HP-

authorized trainer to Partner employees to ensure their

readiness to promote HP’s products and services.

-Note: If travel is necessary for training activity, travel

and accommodation costs are eligible for

reimbursement. Economy class required for all flights.

-Giveaways must comply with merchandise activity

requirements. Non-HP giveaway items must not

compete with HP’s products or services.

Ineligible Expenses:-Trainings for end customers

-Partner employee wages or out of

office time

-Product shipment fee

-Fees paid to an HP employee



-Entertainment/hospitality events

only

-Visa related costs



POC POE


party Supplier was utilized) plus

partner letterhead statement

invoice for internal activities

which includes name and date if

training activity & itemized cost.

-Training certificate OR copy of the

agenda

OR

-Training content OR copy of exam

vouchers OR self-study guides

-List of people trained/certified


EVENT-Events can be either Partner-led, HP Channel

Marketing-led/hosted or 3rd Party hosted.

-These events must be aimed at partners or customers

(non-public sector).

Sales incentives must be claimed separately.

-Partner led: Environment which allows partners to

market HP offerings. It may occur in a format of partner

hosted events such as briefings, seminars, or webinars

to educate customers about HP products, solutions and

services or road shows, trade shows, events,

exhibitions, conferences, or tradeshows to highlight HP

products, services, and solutions for customers.

-HP Channel Marketing led/hosted events and co-

branded with partners: For an HP led event to be

eligible, Channel Marketing must be organizer, inviter

and/or leader of the event. Re-imbursement is limited

to participant’s travel costs, accommodation and

participation fees only. Participant’s names must be

provided as a mandatory requirement.

-3rd party hosted event with partner staff attending

such as IT fairs, events, event packages, trade fairs,

exhibitions, conferences, roadshows or international

tradeshows where partner presents or promotes HP

products, services and solutions for customers.

Participation fees, travel, accommodation and booth.

Ineligible Expenses:-Partner employee out of office time

-Travel or accommodation for HP

employees

-Charitable contribution or charitable

sponsorship associated to

show/event

-Penalties or cancelation charges

-Entertainment and hospitality

events only, are not in scope for MDF

funding.

-Visa related costs

-An event in which partner (or HP) is

just listed per logo or description

without personnel attending the

event or sponsorship activity in

which HP branding only is offered

(such as HP logo advertising only).

-Partner may not use MDF to pay for

public sector customers to travel to

any event without any advance

approval form HP legal.

-HP reserves the right to refuse to

fund an event based on mismatch

with the Values HP wants to convey

to its partners and customers.



POC POE

Itemized 3rd party supplier

invoice (if 3rd party Supplier was

utilized) plus partner letterhead

statement invoice for internally

incurred activities which includes

dates of event and event name

Copy of event invite or agenda showing

date of event.

List of attendees

• If travel is necessary for activity, travel and accommodation costs are

eligible for reimbursement. Economy class required for all flights.

• Meals/Catering/Entertainment for attendees not to exceed $150 per day

per person.

• Agenda may contain min. 80% business activities.

Leisure activities/Entertainment may not exceed max. 20%.

• Giveaways must comply for merchandise activity requirements.


PARTNER SALES INCENTIVE-Program designed to reward partner or reseller

employees or distributors to reseller with incentives and

benefits for selling HP products, solutions and

programs.

-Incentive paid by partners to their employees or by a

distributor to a reseller or non HP-contracted reseller

for sales of specified HP product during a pre-

determined short-term timeframe.

-Different types of incentive programs are available,

Scenario 1:

Distributor driven incentive programs to/for

-Reseller Companies

-Reseller management employees or sales employees

-Distributor sales employees

-Non Partner First program partners (Unattended

partners) to drive sellout to end customers

Scenario 2:

Reseller owned incentive programs to/for

-Reseller sales employees to drive sellout to end

customers.

-Partner cannot participate in scenario 1 and 2 over the

same qualification period, only if the incentive is the

same as in 1 and 2.

-Examples of rewards may include but are not limited to:

prize, gift certificates/vouchers, trips, HP products, hotel stays

(all non-cash),electronic payment (bonus) for target

achievement. Incentive payments are eligible for incentive

programs & must be paid via salary payment to partner

employees. Partners / MSAs must handle the execution of the

activity and assume responsibility for all costs incurred.

Ineligible Expenses:-Product discounts, end of life

discounts, product rebates

-End customer incentives

-HP-managed SPIF or SGA incentive

programs

-HP competitive products as a

reward

-Gifts with customer purchase

-Prize draws

-Physical cash payments

-Cost of HP Employees (if planned

within the MDF fund or not),



POC POE

-Itemized third-party supplier(s)

invoices and receipts (if 3rd party

supplier(s) was utilized), for

items such as:

-Contest prizes and giveaways

-Gift cards/certificates

AND

-Partner letterhead statement

invoice for internally incurred

activity which includes itemized

costs.

-Detailed description of contest or sales

incentive including:

-Terms and conditions of contest or

incentive (targets set)

-Type and monetary value of incentive

benefit (i.e: reward value, gift card, prize)

-HP Business Unit and products featured

-Dates/timeframe of incentive

AND

-Achievement/results including a list of

winning sales reps names (or employee

number) and company name with product

SKU, quantity sold, unit amount and total

reward details for each winner.

-HP Sales Account/Partner Business Manager e-mail approving PoE content must be supplied.


SOLUTIONS DEVELOPMENT – Billable Hours for Global System Integrators-This programs aims at offsetting the hours of Global

System Integrators’ employees spent on developing a

solution to be implemented and sold in conjunction with

HP products.

-When planning for this activity with the partner, a clear

outline of the objectives and outcome of the activity

phase may be filled out and stored until claiming and

loaded with claiming documents – similar to an SOW

(Statement Of Work).

-The-USD amount will be governed by a Rate Card.

Ineligible Expenses:-HP Champion activities.

Restrictions: HP will only fund 50% of the total activity cost, with the co-funding of 50%.

-Exception: An exceptional approval must be obtained if the HP-funding needs to be higher than 50%.-Existing approval matrices govern the approval levels and thresholds. -The exception must be obtained prior to the MDF set up in the tool.



POC POE

-Itemized invoice plus partner letterhead statement invoice for internally incurred activities which includes dates of activity and # of hours spent on development.

-Copy of Statement of Work (SOW)

-# of headcounts used and hours billed

-Pictures/screenshots/documents showing the outcome of the development


General Rules – Market Development Funds (MDF)

For HP Champion activities only:• if submitting a quarterly HP Champion claim, the claim may not be

submitted until the quarter ends.

• Partners must retain POP and POC documentation for a minimum

of 2 years.

• MDF may not be used to fund charitable

contributions/sponsorships without prior HP Corporate Affairs

approval(s).

• Internally generated invoices should only be supplied for those

activities that partners execute internally. Any vendor-related

expense must be supported by a valid vendor invoice.

• All invoices submitted to HP must clearly state the relevant currency.

• Invoice amount must be ‘net’ of any discounts, must not include value-

added-tax (VAT) paid to a 3rd companies.

• Order confirmation, purchase order and quotation details are not accepted

as eligible POC documentation.

• Credit card statements and copies of checks are not accepted as valid POC

documentation. HP may request additional Proof-Of-Performance (POP)

and Proof-Of-Cost (POC) details at its sole discretion.

• Partners must comply with the HP Partner of Code, and specific applicable

local laws related to gifts and entertainment of commercial entities and

government officials.

• MDF shall not be used to fund activities which would be in breach of those

laws, or which may otherwise create or appear create an undue influence.

Partners must comply with all HP Branding Guidelines, located at

hp.com/global/brandguidance.

MDF cannot be used to affect the price (discount). All 3rd-party and internally

generated invoices must be created and submitted in the same funding

timeframe. Invoices dated up to 30 days after funding timeframe are eligible if the

invoice states the activity was executed during the (same) funding timeline.

Integrated Campaign:

• provides the ability to combine (add) a secondary MDF activity type to a

main MDF activity type, plan for them and claim them jointly.

(Primary MDF activity

+ Secondary MDF activity).

• In order to use the Integrated Campaign capability, “integrated campaign”

must be added to the activity name in the MDF tool.


keep reinventing

Effective November 1, 2016HP Restricted—For HP, Channel Partner and MSA Internal Use

2015 HP Restricted. This document contains confidential and/or legally privileged information. It is intended for HP, Channel Partner and MSA Internal Use only. If you are not an intended recipient as identified on the front cover of this document, you are strictly prohibited from reviewing, redistributing, disseminating, or in any other way using or relying on the contents of this

for channel partners and msas fy17€¦ · hp provides market development funds (mdf) to authorized...

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