HP to Make Doing Business Easier, Faster for Partners

The company rolled out channel program updates and honored its top partners at Amplify on Wednesday.

Christine Horton, Contributing Editor

March 29, 2023

3 Min Read
Kobi Elbaz HP Amplify 2023

HP AMPLIFY — HP has announced a series of updates for partners in the HP Amplify Program.

As of Nov. 1, 2023, all HP products, solutions and distribution across its portfolio will roll up into the HP Amplify Program. “Amplify for All” includes the integration of acquisitions Poly, Teradici and HyperX. The goal, said HP, is to deliver one global platform as the foundation for partner engagement.

Kobi Elbaz (pictured on stage above), general manager of HP’s global channel organization, revealed the changes at HP Amplify Partner Conference 2023. Channel Futures is at the event in Chicago.

Elbaz also announced that HP Amplify will extend to the vendor’s distribution partners from November. The program is currently available to commercial and retail partners. The exec said HP will use the same foundation for distributors: “capabilities, collaboration and performance.”

New MDF and Compensation Plans

Additionally, the vendor unveiled two new elements in the HP Amplify program. The first is the “More for More” benefit and compensation program. This will leverage a rate multiplier to boost compensation for qualified partners.

Here’s our most recent list of important channel-program changes you should know.

“This of course will be in addition to what we’re doing already [to] compensate you based on competency,” said Elbaz. “But really our focus is to make sure that together we drive the solution to our customer, drive a better experience to our customers.”

The second element is Fast Lane joint demand generation. Elbaz admitted that securing marketing development funds (MDF) from HP is still too complicated. Fast Lane is a way to simplify reimbursement of MDF. Fast Lane provides an automated process for claims and payments, improving the turnaround time for eligible partners.

Elbaz likened the process to TSA pre-clearance at the airport for select partners.

“You don’t need every time to take your laptop from your bag to check it because you’re already known in the system. Based on your past behavior, you become qualified for the program,” he said.

The initiatives aim to drive an increase in sales across the HP portfolio. The company also will deploy both in the Amplify partner program Nov 1.

Rewarding Partners For Investment in Sustainability

HP says it wants to enroll at least one-half of Amplify partners in Amplify Impact by 2025. As such, the company on Wednesday announced a new way for partners to leverage Amplify Impact participation toward eligibility status. Beginning in May, qualified partners receiving three-star recognition will earn a point toward eligibility for Power and Power Services.

“Amplify Impact was the first channel program in the industry focused on sustainability,” said Elbaz. “Today [it] is available in 43 countries. We are very happy to say that more than 3,500 partners are already part of Amplify Impact.

“Driving sustainability is not only good for the planet; it’s also good for the business. Just in the last 12 months we won with the channel more than 7,000 deals that we couldn’t win if we didn’t have sustainability metrics.”

Amplify Impact Partner Award Winners

Elsewhere, HP honored winners of its inaugural Amplify Impact Awards during a live ceremony at the event.

  • Global Leader AwardWinner: Introstat, South Africa, for demonstrating the best overall sustainability performance.

  • Business Excellence AwardWinner: Bechtle AG, Pan-Europe as the best performing multi-country partner that shows outstanding performance in driving sustainable business.

  • Sustainability Business AwardWinner: Advania, Sweden for having the highest percentage of sustainability-influenced sales deals globally.

  • Diversity, Equity, and Inclusion (DE&I) Strategy AwardWinner: Truis Pty Ltd, Australia, in celebration of the most impactful DE&I strategy.

  • Climate Action AwardWinner: CNW IT-Systeme, Germany for having the most comprehensive carbon footprint and action plan.

  • HP LIFE AwardWinner: Introstat, South Africa – in recognition of the highest number of HP LIFE courses completed.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Christine Horton or connect with her on LinkedIn.


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About the Author(s)

Christine Horton

Contributing Editor, Channel Futures

Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.

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