HP to cut complexity with new partner programme

HP has today previewed a new global partner programme, HP Amplify.

The vendor says the new programme is a simpler version of its current Partner First programme. Amplify replaces multiple tiers and programmes with just two partner tracks – Synergy and Power. It says it will also offer clear compensation levels.

"In order to deliver the best customer experience, we need to have a highly-skilled, motivated and capable channel," said Luciana Broggi, global head of channel strategy at HP. "But the channel has also to have a very good partner experience so the first thing we did is simplify the programme."

Capabilities and rewards

Speaking to the press before the announcement, Broggi said HP wanted a programme that was more consistent both geographically and across its product portfolio. She said it wanted “to make sure we have a programme that is much easier for partners to understand, and where they really understand what they get if they make an investment into it.”

HP says that partners will now have more flexibility to invest in value-added services and capabilities. The more a partner invests in these capabilities, the higher the rewards.

"We need to reward the partners for their value-add, for their capabilities," said Broggi. "Some have made a lot of investments in giving the customer the best experience, in growing their capability, investing in tools, infrastructure and skillset. And we really want to make sure we match their capabilities versus the reward and the compensation.”

HP also says that Amplify reflects changing customer buying habits. It notes that organisations have altered how they research and buy technology, purchasing more products and services through digital channels, such as e-commerce, partner portals and marketplaces.

As such, the new programme will focus more on the customer experience. “HP and its partners have an enormous and exciting opportunity to reinvent the way we do business and our route-to-market,” said Broggi.

“Yet addressing these opportunities requires overcoming system inadequacies, legacy habits and embracing new business models. We’re making this leap together, embracing and investing in important changes to our ecosystem and our shared capabilities.”

Performance, capabilities and collaboration

HP Amplify goes into effect November 1 for commercial partners with retail partners slated to transition in the second half of 2021.

While the new programme will continue to reward partners based on goals and volume, HP Amplify will feature a new measurement and reward system that takes into account different factors throughout the sales process, from registration volume to average sales value and account retention.

Beyond sales revenue, HP Amplify will measure rewards based on new capabilities, including investing in and improving digital skills, service delivery capabilities, e-commerce/omnichannel experiences and secure data collaboration.

Capabilities will be specialised and tailored to the sectors customers operate in. The more capabilities around secure data collection, routes to market, services and specialisations, the more access and benefits partners will receive.

In addition, HP says it will “collaborate closely with partners to hone their digital skills”, such as automated quotes and ordering, to provide a more consistent customer experience across multiple channels.

It hopes to see partners serving customers through automated inventory updates, product returns and holistic data intelligence.

As an extension of the company’s new global program, HP is also introducing HP Amplify Impact. It is inviting all partners to join HP in its pledge to address issues around sustainability, human rights, diversity and community.

For partners who opt-in, HP will provide training and support, and help identify potential gaps partner goals and provide guidance on how to achieve them.