Today, HP Inc. unveiled HP Amplify, a first-of-its kind
global1 channel partner program optimized to drive dynamic
partner growth and deliver consistent end customer experiences.
Built on a single, integrated structure, HP Amplify provides the
insights, capabilities and collaboration tools needed to drive
growth as digital transformation and customer purchasing behaviors
continue to evolve. The new program goes into effect November 1,
2020 for commercial partners with retail partners slated to
transition in the second half of 2021.
By consolidating HP’s best partner products, tools and trainings
into one intuitive program, HP Amplify removes complexity, making
it easier for partners to take advantage of its many benefits and
engage customers on a deeper level. Now comprised of just two
distinct tracks – Synergy and Power - with clear compensation
levels, HP Amplify provides partners with the flexibility to invest
in value-added services and capabilities. The more a partner
invests in these capabilities, the higher the rewards.
“Today’s buyer expects streamlined, automated and personalized
experiences. To thrive in this changing environment – with data as
the new currency - requires a combined shift to relate to our
customers as individuals, not markets,” said Christoph Schell, HP
Chief Commercial Officer. “HP Amplify not only makes it easier for
partners to do business with HP - it provides partners with a clear
path to ready their business and succeed in today’s environment and
beyond – to capitalize on emerging trends and play a central role
in the evolving customer buying journey.”
Experiences at the Speed of DigitalCustomers
have dramatically altered how they research and buy technology and
how they engage with brands, buying more products and services
through digital channels, such as e-commerce, partner portals and
marketplaces. At the same time, technology and digital
transformation are advancing at an astounding pace while business
models are shifting from simple transactions focused on selling
products to contractual relationships.
For the IT industry overall, and the channel specifically, it
means business as usual is no longer an option. With the
introduction of HP Amplify, HP is taking decisive actions to
capitalize on these shifts, arming partners for future growth and
to deliver a more satisfying 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
Luciana Broggi, HP’s Global Head of Route-to-Market. “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
Performance, Capabilities &
Collaboration2Designed to enable
progressive go-to-market strategies that cater to a combination of
transactional, contractual and hybrid selling models, HP Amplify
focuses on three core pillars: performance, capabilities and
PerformanceAs the traditional sales model has been upended, so
too has the traditional channel compensation model. While the new
program will continue to reward partners based on goals and volume,
HP Amplify features an innovative measurement and reward system
that accounts for the many strategic efforts partners employ
throughout the holistic sales process, from registration volume to
average sales value and account retention.
CapabilitiesBeyond sales revenue alone, HP Amplify measures
rewards based on new capabilities, including investing in and
improving digital skills, service delivery capabilities,
e-commerce/omnichannel experiences and secure data
Capabilities will be specialized and tailored to the sectors
customers operate within, creating more personalized experiences
and driving invaluable outcomes. HP Amplify rewards partners who
invest in the capabilities to compete - and win - in a world
dominated by e-commerce and digital-led customer journeys and
experiences. The more capabilities around secure data collection,
routes to market, services and specializations, the more access and
benefits partners will receive.
CollaborationCollaboration between HP and its partners is
critical to our shared success. HP Amplify is designed to turn data
analytics into deeper insights that inspire new strategies and
steer innovation. HP 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 and equip partners with valuable research on the most
important pain points in the customer journey.
Armed with this added opt-in customer intelligence3, partners
will have more of a competitive edge, with the intrinsic ability to
anticipate and enable more positive customer outcomes. As a result,
partners will be able to serve customers more seamlessly through
automated inventory updates, product returns and holistic data
intelligence. These experiences will continue to build upon the
long- standing bonds between customers, partners and HP.
HP Amplify Impact
HP’s dedication to sustainable impact through technology that
makes life better for everyone, everywhere has long been integral
to its business strategy and operations. Together, HP and its
partners can make a lasting difference by acting in lockstep to
further fuel innovation and growth in these areas. For this reason,
as an extension of the company’s new global program, HP is
introducing HP Amplify Impact, inviting all partners to join HP in
its pledge to address:
- Planet: Working toward a circular, low-carbon economy
- People: Respecting human rights, enable people across the value
chain to thrive; and cultivate a diverse and inclusive culture
- Community: Unlocking educational and economic opportunity while
improving the vitality and resilience of local communities
For partners who choose to join this opt-in pledge, HP will
provide training and support, and help identify potential gaps in
the goals partners wish to set and provide guidance on how to
achieve those goals. HP will provide more details closer to the
launch of HP Amplify on November 1, 2020.
For additional details on HP Amplify, visit the HP Press
About HP Inc.HP Inc. (NYSE: HPQ) creates
technology that makes life better for everyone, everywhere. Through
our product and service portfolio of personal systems, printers and
3D printing solutions, we engineer experiences that amaze. More
information about HP Inc. is available at www.hp.com.
1 Global program, with the exception of Greater China.
2 Partners who choose not to invest in pillars are not excluded;
they can continue to source products through distribution.
3 Customer data collection will be opt-in and adhere to strict
customer privacy and data security requirements.
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