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MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
MARKET DEVELOPMENT FUNDS
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MARKET DEVELOPMENT FUNDS

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  • 1. MARKET DEVELOPMENT FUNDS GUIDE FOR SAP CHANNEL PARTNERS APRIL 2008
  • 2. VAR Partners CONTENT 4 Introduction 6 How to Earn MDF 8 Time Frames and Expiration Dates 9 How to Request MDF 10 How to Claim MDF for a Completed Activity 11 SAP Program Office 12 General Policies 15 Activities That Do Not Qualify for MDF 16 MDF Activities 39 Choosing Your Resources
  • 3. INTRODUCTION This guide will help you understand the basics of how to Activities That Qualify for MDF Use A wide variety of activities can be earn your market development funds (MDF), how they can funded using the MDF you have accu- be used, and what to do to ensure a smooth process from mulated. Keep in mind that the types of activities and marketing campaigns start to finish. We have even included guidelines and tips allowed, and the percentage of MDF for planning and making the most of your marketing program. that may be used to cover the cost of each, vary by region or country. But please note that the MDF offering is customized by • For local reimbursement schedules region and country, and therefore the information provided and approved activities, see channel.sap.com/partnering or ask here should serve as a basic guideline only; certain details your SAP channel manager. and figures of the actual program in your region or country • For activities that do not qualify for MDF reimbursement, see the may differ. For specific, up-to-date details of the MDF “Activities That Do Not Qualify for benefit in your region, visit channel.sap.com/partnering. MDF” section of this guide. 4
  • 4. Sample Reimbursement Sample Activity Type1 Using MDF Benefit2 SAP® marketing service bureau activities or other SAP-supplied campaigns X% Partner-developed direct marketing campaigns (print, electronic) X% Telemarketing X% Trade shows X% Seminars, road shows, Webinars X% SAP-led events (product seminars, SAPPHIRE® conference, SAP Field Kick-Off Meeting [SAP FKOM], summits) X% General and industry-specific events (conferences, road shows) X% Advertising (print, online, or other media) X% E-marketing (online advertising) X% Promotional literature (as part of an approved event, or to promote partner-specific SAP offering) X% Promotional items and giveaways (as part of an approved activity only) X% Training and certification of channel partner employees X% Success stories X% PR agency fees X% Collateral and literature X% Marketing campaigns X% Annual program fee X% SAP supports the creative efforts of our partners. If you are interested in pursuing an endeavour that is not listed or funded, please let us know by providing a preliminary proposal and plan. 1. Varies by region or country. 2. SAP will reimburse the following percentages on total qualifying activity costs. 5
  • 5. HOW TO EARN MDF The SAP PartnerEdge™ program allows channel partners MDF Earning Rates You can earn MDF on a graduating like your company to accumulate funding for activities basis, depending on your program and programs that will help you grow your SAP business. level. Each program level – Associate, Silver, and Gold – will earn a region- The rate at which you earn varies by region or country; or country-specific rate of MDF. see specifics in your region’s benefits table in your • For sales of SAP software, the rate at which you earn MDF will be a per- Region-Specific Program Information or on the SAP Channel centage of revenue plus additional Partner Portal site (channel.sap.com/partnering). business development funds based on your business plan. • For development of a solution that is qualified or certified by SAP, the rate at which you earn MDF will be a region- or country-specific flat sum for each initial or first-time certified or qualified SAP solution developed. 6
  • 6. MDF for Software Sales MDF for Solution Qualifications You can earn MDF when you transact and Certifications Funds Management Access to SAP software licenses for direct pur- You may earn fixed amounts of MDF Pre-Associate Partners – New chases from SAP. Funds are earned (may vary by region) when you develop Within the SAP® PartnerEdge™ as a percentage of net software sales new or first-time SAP solutions and Program to Benefit Our Partners and are calculated at the beginning of have them certified or qualified by SAP. Even More the month for the previous month’s performance. Jump-Start MDF We are now allowing our partners (For new partners only; available in to access market development For sales completed in a calendar some regions and countries) funds (MDF), and in some cases month, MDF will become available on use MDF, that are available during or about the third working day of the SAP does not believe in earning profits the program-entry stage. This will following month. For example: for all by collecting program activation fees enable you to review the SAP® assets sales completed in December 2007, from its new partners. Once you available to support your demand- MDF became available in your MDF become an official member of the generation activities and begin SAP account on the third working day of SAP PartnerEdge program, that fee is lead-generation campaigns, training, January 2008. This date of December returned to you in the form of “jump- and more without having to wait will be referred to as the date on start MDF” that you can use to drive until you become an “operational” which you earned your MDF. your market development activities. partner. This means that your MDF account Tip and, if applicable, marketing service Find out the MDF percentage bureau access will be automatically rates and flat amounts that apply created as soon as you sign the to you and your region by visiting SAP PartnerEdge™ agreement and channel.sap.com/partnering. are at Pre-Associate level. You will have access at the program entry stage so that you can start building campaigns and participating in SAP training courses. You will also be able to claim all your funds for activities performed during the program-entry stage. 7
  • 7. TIME FRAMES AND EXPIRATION DATES Request Actual Submit MDF Completion Claim Date 90 Calendar Days Figure 1: Timeline for Requesting and Using MDF SAP offers one of the most flexible For example: MDF policies in the industry. MDF can If you earn MDF as a result of your be used for a wide variety of activities January 2008 sales, the funds become and campaigns, and you have a longer available to you in February 2008, period of time to keep your funds and and you have until July 31, 2009, use them. SAP PartnerEdge allows (18 months) to request them for your you a generous time frame (minimum marketing activity and have them 10 months, maximum 22 months) approved. The request must be set to within which to complete your activity, status “Request Approved” by SAP submit your funds claim, and have it within the Manage My Partnership approved for reimbursement. application by July 31, 2009, at the latest. Otherwise the funds will expire. You get access to your MDF within the If you earn MDF for December 2008 first week of the month following the sales, the funds are available to you month that you earn it. The MDF expi- in January 2009, and you have until ration cycle is based on the calendar July 31, 2009, to use them (seven year, and the funds do not expire at the months to have the request approved). end of the calendar year, as with many other programs. 8
  • 8. HOW TO REQUEST MDF SAP has one of the industry’s most flexible policies in terms of how long your MDF are valid for use. Funds may be valid for use anytime from 10 to 22 months. Please follow these simple steps for requesting funds online: 1. Go to Manage My Partnership in the My Partnership section of SAP Channel Partner Portal, channel.sap.com/partnering. 2. Select a marketing activity or cam- paign from the menu of choices in the Funds Management section, provide the requested details. and submit the request for approval. 3. Once approved by SAP, proceed with your marketing activity. Note: When requesting an activity, we When you enter your marketing activity recommend that you make the request request in Manage My Partnership at least one week before the activity in SAP Channel Partner Portal, the start date to ensure that approvals can respective amount of funds will auto- be completed within the correct time matically move to “allocated” status. frame. (Remember that the activity If you decide to cancel your request, request needs to be approved prior to funds will be moved back to “available” beginning the activity.) status. 9
  • 9. HOW TO CLAIM MDF FOR A COMPLETED ACTIVITY Within 90 days of the activity end date, 3. It is important that you submit the you should submit an online claim (via claim in Manage My Partnership by Manage My Partnership in SAP Channel the respective October 31 at the Partner) for reimbursement and provide latest when your funds are finally the required invoices by following the due to expire. steps below. 4. Please retain all supporting docu- 1. Upon completion of the activity, go ments as we may ask you to send to Manage My Partnership in SAP these for our verification process, Channel Partner Portal. In the Funds in some cases. (For details, see the Management section, submit your reference section of this guide, claim by changing the status of your “MDF Activities: Guidelines and activity request to “claim submitted.” Requirements.”) This must be done within 90 days of 5. When the invoices have been veri- your activity end date. fied, your local SAP subsidiary will 2. Please send us all relevant invoices reimburse you in your local currency needed to process and reimburse via bank transfer in approximately your claim. Third-party invoices may two weeks. be acceptable in soft copy format and can be attached in Funds See “General Policies” in this guide Management. Partner invoices are for important details and exceptions acceptable in hard copy only and regarding claims, or visit the Manage should be sent via post. My Partnership area of SAP Channel Partner Portal. 10
  • 10. SAP PROGRAM OFFICE For your convenience, SAP has invested The reimbursements of your funds will in regionally based SAP program offices be handled directly by your local SAP that are fully responsible for the admin- subsidiary. istration management and verification of MDF. The program office serves as To contact your local SAP program your focal point of contact for claiming office, please visit MDF and will assist you with the claim- channel.sap.com/partnering. ing process. MDF MDF Activity MDF Claim Available Request Execution and Proof of Partner Performance Request MDF Claim MDF Approval by Amount Approval Reimbursement SAP SAP Allocated by SAP Figure 2: MDF Requests and Claims Process 11
  • 11. GENERAL POLICIES reimbursement until their program status has been switched to “active” by SAP. SAP reserves the right to withhold the reimbursement of MDF or retract back MDF if a partner is not in compliance with the rules of the SAP PartnerEdge guidelines or this guide. Reimbursement for activities not completed: • If your activity is unexpectedly canceled, but you incurred costs, you may still submit a claim. • If your activity is unexpectedly can- celed, and you did not incur costs, the requested MDF reverts to your fund account as “available MDF,” as long as the MDF amount has not Claim Submissions and Approvals You will be notified directly of any claims yet expired. Claims must be submitted in the Funds that have been rejected and the reason Management area of the Manage My for the rejection. These MDF funds will Partners may not deduct the amount Partnership application on SAP Channel be de-allocated or, based on timing, may of an MDF claim from SAP invoices for Partner Portal before the funds expire. be expired. No additional claims may be products or services. entered for that activity. Each MDF request may include only The default currency of a partner’s MDF one claim. A claim may include multiple Activities that are not explicitly men- account is the currency of the related invoices, although all invoices and proof- tioned in this document are subject to sales organization (company code). of-performance paperwork for the mar- review by SAP. SAP reserves the right Currently it is possible to run a partner keting activity must reference the MDF to reject claims for reimbursing any (MDF) account as well as all other request approval number and be filed such activity through MDF. functions (such as business planning) with the claim at the same time. in one currency only. Besides the default SAP will not reimburse any external currency, it is possible to select a cur- All supporting documents (proof of per- supplier or vendor directly. Reimburse- rency for a country, which can be differ- formance) must be retained for future ments for any costs incurred by the ent from the sales organization currency reference as SAP may request these partner are issued only to the SAP part- (such local currency, U.S. dollars, and in some cases during the verification ner and the marketing service bureau. so forth). MDF will be approved based process. on the selected country currency. To be eligible for new activity request Approval and reimbursement are at the entry and reimbursement, you must In case your invoice is issued in a differ- discretion of the SAP channel program keep your accounts payable with SAP ent currency, the conversion rate of the manager and the SAP global channel in good standing. Partners with “under day of claim approval will be the basis operations manager based on the SAP review” program status within Manage for reimbursement. The partner account, PartnerEdge guidelines. My Partnership are not able to submit including the partner business plan, a new activity request or a claim for will be based on the country currency selected. 12
  • 12. Claim Audit If, for example, an activity request was Claims will be reviewed randomly by created and approved by July 31, 2008, the SAP program office throughout the for a planned activity with the end date year to ensure thorough compliance of July 27, 2008, and you are using with the MDF program rules and guide- MDF earned in 2007 (previous calendar lines. Please be sure to keep the sup- year), you need to submit the claim porting documentation (all invoices plus online via Manage My Partnership other back-up as stipulated in the proof (“claim submitted” status) no later than of performance) to present to the SAP October 31 at 23:59 Central European program office upon request. Time and send all the required material and invoices to your regional SAP All claims are subject to verification by program office. SAP. Relevant claim documentation and financial records must be kept on Submitting Claims and VAT file for three years (or period specified (Varies from Country to Country) in your region or country) in the event When submitting a claim after an activity that SAP, or an independent auditor, has been executed, you need to provide elects to conduct a review of these all required invoices and all proof-of- records on your premises. We recom- Expiry Rules performance documentation (which mend that you review supporting docu- You may use MDF earned in a previous needs to be available in the case of a mentation to ensure legibility and that calendar year, but the time frames for random audit) showing the net amount separate files be maintained for each requesting MDF and submitting claims and VAT. The maximum claimable amount claim. That way, the information will be do change. Funds earned in the previ- is the originally claimed amount – or less, readily available upon request. ous year must be requested for an if the total costs of the activity are lower activity by the partner and approved by than planned. Possible results of an audit failure will SAP (“request approved” status within be the following: Manage My Partnership) by no later Regardless of where you have purchased • MDF account frozen or status of than July 31. Otherwise the funds will services and which VAT is declared on account adjusted to “under review” expire on July 31 at 23:59 Central Euro- your third-party invoices, the MDF re- • Possible repayment of claim amount pean Time of the current calendar year. imbursement will always be calculated to SAP No exceptions to this rule will be allowed on the net amount. However, on the • Required preapproval by SAP manage- under any circumstances. Additionally, partner’s invoice, you then need to add ment of all future marketing activities claims for reimbursement of the activities your own VAT as required by local tax for which MDF is requested using these funds must be submitted law for reimbursement of the VAT. Local • Additional remedial actions as recom- online via Manage My Partnership country rules apply. mended by SAP program management (“claim submitted” status within Manage My Partnership) by no later Adjustments to Your MDF Account MDF Earning than October 31 of the current calendar Adjustments to your MDF account may The following do not count as license year; otherwise the funds will expire on be made as a result of mergers or sales for MDF earnings: maintenance October 31 at 23:59 Central European grandfathering, or from a correction sales, third-party product sales, nonre- Time. to the account. A correction will always selling revenue (such as software ben- reference the reason and be applied efits including development licenses, against a specific item. demo, in-house products) and application service provider or hosting sales. 13
  • 13. MDF Requests and Logo Usage You will be entitled to use the SAP channel partner or product logo only according to the terms of the SAP PartnerEdge channel agreement for VARs or SAP PartnerEdge channel agreement for ISVs and the Logo and Trademark License (Exhibit 5 to the SAP PartnerEdge channel agreement for VARs and SAP PartnerEdge channel agreement for ISVs). For partners with a formal, ongoing, in-house production department for collateral materials or marketing campaign services, in-house production costs for creation or production may be reimbursed. (a) To obtain reimbursement, you must state the total creation and produc- MDF accounts for terminated partners (c) The amendments are also in the tion costs. Include a list of actual will be suspended immediately upon interest of the authorized partner, itemized costs and a published rate termination. Reimbursement of comple- in that processes are improved or sheet (set rates for pages or por- ted activities will still be honored, pro- services are more efficiently provid- tions of pages, rather than for hours vided the claim is submitted prior to ed, without the authorized partner worked). termination. An approved MDF request incurring any major disadvantage. (b) SAP reserves the right to verify for which a claim form has not yet been (d) SAP increases the scope of its in-house production capabilities and submitted will be canceled. MDF program. published rates. If published rates are found to be substantially higher Amendments to the MDF Program SAP shall give notice of amendments, than third-party rates, reimburse- SAP can amend the MDF program drawing attention to the right to object ment will be based upon third-party without the customer’s consent if any (please see below) if the amendment rates. of the following conditions are met: does not meet the criteria set out above. (a) The principal obligations of the The amendment that meets the criteria Any partner marketing campaign car- MDF program remain substantially set out above shall become effective ried out is the sole responsibility of the unaffected. four weeks after written notification. partner, and the partner guarantees the (b) The amendments are caused by legality of any marketing campaign. compulsory requirements of third The partner can object to an amendment parties, for which SAP is not that does not meet the criteria set out SAP will pay a portion of the marketing culpably responsible. above and terminate the agreement in activities. The latest version of your accordance with Article 8 sections 2 local MDF activity table and related and 3 of the SAP PartnerEdge General MDF percentages are available in SAP Terms & Conditions. Channel Partner Portal. 14
  • 14. ACTIVITIES THAT DO NOT QUALIFY FOR MDF The following expenses do not qualify • Programs such as incentive pro- for reimbursement by SAP from MDF: grams, salesperson incentives or • Meetings with end users intended recognition events, or any efforts for relationship building related to your own employee • Meetings with SAP or internal programs or competitions meetings • Development for Web sites to be • Fees for software implementation used for advertising • Equipment for support or resale • Travel and living expenses • Non-SAP software • Employee salaries • Penalty or cancellation charges for • Charges for lost assets missed, late, or changed bookings • Services that support normal business • Legal, tax consulting, or accounting operations; for example, conference fees, unless specifically identified as calls or corporate signage allowable • Charges for expedited order process- • Competitive content, sponsorship, ing and shipping or training • Sporting events such as golf or tennis • Expenses eligible for reimbursement tournaments, either as participant, under a separate SAP program observer, or sponsor • Equipment for support of normal • Social events not associated with an business operations approved, focused marketing activity, • Standard office stationery costs, including venue expenses, meals, such as business cards or other and beverages business forms • Charges that have already been • VAT, local or foreign, that is not claimed for reimbursement through recoverable by the partner SAP Channel Partner Portal as part • Entertainment events for you or your of a different SAP relationship customers, such as concerts, theater performances, sightseeing tours, or sponsorships 15
  • 15. MDF ACTIVITIES GUIDELINES AND REQUIREMENTS The following section provides a detailed view of the types of activities that are eligible for MDF use. Each table includes details on the types of costs that are claimable, the information needed when requesting MDF, and requirements for proof of performance. In addition, we have added tips for success to help you make your programs as successful as possible. Marketing Campaigns A marketing campaign can be an effective Partner-Developed Direct Marketing Partner-Developed Direct Marketing – way to increase your SAP business. and Telemarketing Combinations Tips for Success There maybe a marketing activity type Note: If you combine a partner- • Select optimal addresses (not older that will allow you to use your earned developed direct marketing campaign than one year; applicable market MDF easily for these efforts. The cam- developed by your company with tele- segments – chosen by vertical, paign can include postal mailing, e-mailing, marketing to maximize the response company size, region, “sleeping” or a combination of both. In many cases with an integrated concept, you can prospects from previous campaigns, you can augment the effort with tele- claim MDF for both parts of the cam- for example). marketing. The success of a marketing paign in one request for the partner- • Address the letter to an individual, campaign is heavily driven by the mar- developed direct marketing reimburse- not a company or title. keting plan, including the quality of the ment. If the partner-developed direct • Keep a letter mailer to one page. addressee list and an attractive response marketing reimbursement rate in your • Highlight key benefits – typically concept. region is higher than the rate for tele- you have only 30 seconds to get marketing, you can be reimbursed the reader’s attention. To be eligible under the program, partner- for both the partner-developed direct • Include multiple methods for a developed campaigns must meet at marketing and the telemarketing prospect to respond (e-mail, phone, least one of the following criteria: component at the higher rate (but return fax). • Designed to create a direct sales only when telemarketing is executed • Offer an attractive response action such as a request for a product in relation to a direct marketing multiplier (market study, demo CD, demonstration or a request for specific campaign). early-bird rebate). sales literature • Combine with telemarketing for • Scheduled relative to a trade show maximum response. where you will have a booth, and • Provide the recipient with a method designed to increased booth traffic to correct the contact information • Designed to invite companies to an or suggest additional contacts to event hosted by your company and SAP receive the mailing. • Make sure that all responders will be immediately contacted for quali- fication and follow-up (salesperson prepared, fulfillment material avail- able, process understood by all involved parties). • Save all prospect data for later campaigns; the response rate is much higher if a prospect has responded in the past. 16
  • 16. Reference Material Checklist: Partner-Developed Direct Marketing Claimable Costs Only third-party costs of the following services: • Agency for creative or graphic design work • Printing, letter shop • Postage (if provided by third party) • Purchase or rental of lists • Telemarketing or third-party fulfillment • Marketing coordination or project management All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience (number of mailing addressees, type of company, title of addressees) • Source of address data (for example, your own database or purchased or rented from a list broker) • Key message, product, or solution to be promoted • Usage of SAP channel partner or SAP product logo • Response elements (mail, fax, Web page) • Response multiplier included • Expected outcome of the campaign number of responders, estimated revenue within first six months – SAP net software revenue only • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Original or photocopy of direct mail piece – Postage receipts showing quantity, weight, and mailing date – Required material for telemarketing, if you have included a telemarketing activity (see “Checklist: Telemarketing”) – For e-mail or fax blasts: hard copy of the e-mail content and creative as well as a report indicating the number of recipients Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Incorrect use of SAP logos • Mixture of claimable and nonclaimable costs 17
  • 17. Telemarketing Telemarketing to a targeted audience can be an excellent method of follow-up or promotion to potential or existing customers. The interaction via phone allows direct feedback to your offer, and you can learn many details about your target group and the individual prospect. Please note that telemarketing can erode your impact if you call too often. A good mix of direct marketing, telemar- keting, and events is more effective. To be eligible for MDF, your activity must meet at least one of the following criteria: • The telemarketing campaign is Telemarketing – Tips for Success • Plan to spend two to four hours designed to create a direct sales • Choose a telemarketing firm with on-site coaching on the first day action such as a request for a product experience in your business, with to correct mistakes and knowledge demonstration or a request for specific a guaranteed project team (low gaps. sales literature. fluctuation), qualified project leads, • Target your offer to the job role • The telemarketing campaign is sched- and high quality standards. of the person you are calling. uled relative to a trade show where • Think about a success-based Do the same for the call to action. you will have a booth, and is designed price model, based on qualifying • Define a clear telemarketing to increase booth traffic, or is relative prospects or collected profile script including multiple-choice to an event hosted by your company data, for example. (But also know answers as much as possible to and SAP. that basing prices on “qualifying make the results comparable and • The telemarketing campaign is prospects” might actually fill your easy to analyze. The data structure designed to identify the relevant pipeline with bad data if the tele- should correspond to your own contacts, current situation, and marketers are less than diligent.) customer relationship management potential opportunities in your target • Plan to spend four to eight hours database. group. training the telemarketing firm on • Make sure that all responders will the overall solution, the target be contacted immediately for fur- Please note: If you combine telemar- audience, handling of objections, ther qualification and follow-up keting with a direct marketing campaign and so forth. (salesperson prepared, fulfillment to maximize the response with an inte- • Provide support material for material available, process under- grated concept, you can claim MDF for agents, such as unique selling stood by all involved parties). both parts of the campaign in one request propositions and probing • Use telemarketing as backup or for direct marketing. This may allow you questions. reinforcement to a mailer, seminar, to gain a higher percentage reimburse- or trade show. ment than for stand-alone telemarketing. 18
  • 18. Reference Material Checklist: Telemarketing Claimable Costs Only third-party costs of the following services: • Call center for concept and project setup • Amount per call or payment based on working hours or qualified opportunity • Fulfillment (if provided by third party) • Purchase or rental of address lists All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience (number of contacts to be called, type of company, title of addressees) • Source of address data (own database, purchased or rented from list broker) • Defined follow-up steps (call by salesperson, event attendance, sales literature to be sent out) • Information or brochure on the company you will contract with for the telemarketing • Expected outcome of the telemarketing campaign (number of responders or prospects with follow-up agreement, estimated revenue within the first six months – SAP net software revenue only) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – A copy of the telemarketing script – Date(s) of call campaign – A summary of the number of dials, connections, presentations, quotes generated Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Mixture of claimable and nonclaimable costs 19
  • 19. Trade Shows Trade shows are a great opportunity to reach new target groups and meet prospects and customers. Trade shows offer the opportunity for personal dis- cussions and real-time demonstrations of SAP solutions. Trade shows allow you to spend time with prospects in a nonthreatening and cost-effective manner when they are just beginning the decision-making process. Trade shows can be a valuable part of a comprehensive marketing plan. To be eligible for MDF, your activity must meet the following criteria: • The trade show is primarily targeting businesspeople and provides an adequate environment to meet your Trade Shows – Tips for Success • Set up a training session to moti- target audience. • Carefully choose the right trade vate your team, refresh their • You have your own booth appropriate shows based on local coverage, sales knowledge, and explain the for showing SAP solutions. vertical focus, target audience targets and handling of leads. • The show is promoting to a new, (for example, business decision • Have a plan or system for captur- regional, or local SAP audience and makers versus a more technically ing information on leads, such as SAP is not also participating. oriented audience). prepared printed lead forms for • SAP is actively participating or pro- • Choose a good place for your easy documentation during the moting in your booth space, and you booth, such as main passageways, discussion with the possibility to are promoting no competitive solutions proximity to speaking, forums, fill a lead database afterward. or products. or an area with providers of com- • Take advantage of speaking parable or related services. opportunities in show forums. • Plan ahead – order literature and • Plan activity at your booth: show other handouts at least four weeks a video or use your creativity to in advance. call attention to your exhibits. • Be sure to invite your prospects • Make sure that all prospects will to visit you at the show. be contacted immediately after • If possible, take advantage of a the event for further qualification meaningful entry in the trade show and follow-up (salesperson pre- catalog. pared, fulfillment materials avail- • Make sure you have enough qual- able, process understood by all ified staffing for all show hours. involved parties). 20
  • 20. Reference Material Checklist: Trade Shows Claimable Costs Only third-party costs of the following services: • Booth (floor rental, booth itself, signage) • Attendance or registration fee and associated sponsoring costs • Entry in trade show catalog • PR activities to invite prospects • Speaking slot in event forum • Audiovisual and electrical equipment rental • Phone, T1, Internet lines • Shipping costs • Printing and mailing of invitations (eligible for funding and covered under the direct marketing guidelines) • Production costs or purchase price of show giveaways All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience (number of prospects to be directly reached and documented via lead form, type of company, titles of target contacts) • Information on the trade show (typical audience, regional coverage, expected number of visitors) • Planned activities at the show (promotions, speaking, demos) or event invitation • Topic of speaking slot • Defined follow-up steps (call by salesperson, event attendance, sales literature to be sent out) • Expected outcome of the trade show (number of responders or prospects with follow-up agreement, estimated revenue within first six months – SAP net software revenue only) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Number of quotes generated – Photo of the event highlighting SAP placement on-site Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Mixture of claimable and nonclaimable costs 21
  • 21. In-Person Seminars and Road Shows In-person seminars and road shows are In-Person Seminars and Road • Contact each invitee at least very effective methods of introducing Shows – Tips for Success twice using differing methods to new products to a targeted audience as • Decide whether the event will be increase attendance. well as acquainting your existing cus- hosted in your own rooms or if • Confirm registration at least tomers with SAP solutions. They provide you want to rent an external loca- twice – when registered and two a means for intensive question-and- tion, such as a hotel room. The to three days prior to the event. answer opportunities not available in advantages of using your own • Have a printed attendee list avail- other forums. rooms: attendees experience your able to register all attendees. company directly, and the option Name tags make it easier to start To be eligible under the MDF program, is less expensive and requires no discussions. They should be easy your activity must meet the following travel on your part. The advantages to read from a short distance and criteria: of external rooms: the venue is show the person’s name and • The seminar or road show is promoting easier for new prospects as a company. Guests and employees SAP solutions or related content more “neutral ground,” and the from your team should have name applicable to creating prospects and infrastructure might be better tags that look different for easier sales leads for SAP solutions. (equipment, catering). identification. • You are hosting the event (not a third • Plan for an early morning event, • Expect approximately 20% of party). lasting no more than three hours. confirmed attendees to be no- • You are not promoting competitive Business breakfasts are often shows without notice or on short- solutions or products. the most successful event format. term cancellation. In some cases an “after work” • Prepare a warm welcome with event could be applicable as well. dedicated staff members to • Schedule on a midweek day and register guests on the prepared avoid weeks with holidays. attendee list, hand out name tags, • Plan very carefully for a good and answer initial questions. invitation concept. • Keep the presentation interactive. 22
  • 22. Reference Material Checklist: In-Person Seminars and Road Shows Claimable Costs Only third-party costs of the following services: • Rental of the room or conference space and required audiovisual equipment • Printing and mailing of invitations – eligible for funding and covered under the direct marketing guidelines • Food, catering, and beverage costs – eligible for funding depending on the venue and event • Transportation or logistic costs • Gift CDs or production costs or purchase price of giveaways All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience (number of prospects to be directly reached and documented via lead form, type of company, title of target contacts, source of addressee list) • Proposed location(s) (in-house or external, which locations and when) • Proposed agenda • Speaker bios • Defined follow-up steps (call by salesperson, sales literature to be sent out) • Expected outcome (number of responders or prospects with follow-up agreement, estimated revenue within the first six months – SAP net software revenue only) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Date and location of the event – Event notification (actual invitation, e-mail invitation, or Web advertisement) – Number of attendees at the seminar and a copy of the presentation – List of any SAP employees in attendance – If an SAP person is not in attendance, a photo of trade-show booth or event displaying SAP information – Demo of CD, if applicable Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Inadequate location, exorbitant catering expenses • Mixture of claimable and nonclaimable costs 23
  • 23. Webinars Webinars, held online using the Internet and telephone, present a special oppor- tunity to introduce new products to a targeted audience or to acquaint your existing customers with SAP solutions. These seminars are less personal than face-to-face meetings but present a good alternative for a small target group spread across a broad region. Addition- ally, they are typically less expensive and can be recorded to be available on the Web later on. To be eligible for MDF, your activity must meet the following criteria: Webinars – Tips for Success • Expect approximately 20% of • The Webinar is promoting SAP solu- • Plan an early morning event, confirmed attendees to be tions or related content applicable to lasting no more than 60 minutes. no-shows without notice or on creating prospects and sales leads • Choose topics very carefully for short-term cancellation. for SAP solutions. an appealing invitation. • Keep the presentation interactive. • You are hosting the event (not a third • Contact each invitee at least • Allow direct feedback only from party). twice, using differing methods, a small group; otherwise use a • You are not promoting competitive to increase attendance. “question board” and focus on solutions or products. • Confirm registration at least answering the most valuable twice – when registered and two questions. to three days prior to the event. • Record your Webcast and provide Provide a link to the Webinar via access to it later on your Web site. e-mail. If possible, include a Microsoft Outlook appointment as a reminder. 24
  • 24. Reference Material Checklist: Webinars Claimable Costs Only third-party costs of the following services: • Cost of the required equipment to host a Webinar, including online services and fees • Printing and mailing of invitations – eligible for funding and covered under the direct marketing guidelines • CDs of the Webinar All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience (number of prospects to be directly reached, type of company, title of target contacts, source of addressee list) • Proposed agenda • Speaker bios • Defined follow-up steps (call by salesperson, sales literature to be sent out) • Expected outcome (number of responders or prospects with follow-up agreement, estimated revenue within the first six months – SAP net software revenue only) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Webinar date – Event notification (actual invitation, e-mail invitation, or Web advertisement) – Number of attendees at the seminar and a copy of the presentation. – Demo of CD, if applicable – List of any SAP employees in attendance Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Mixture of claimable and nonclaimable costs 25
  • 25. SAP-Led Events (Product Seminars, SAPPHIRE, SAP FKOM, Summits) SAP-specific events allow you to partic- ipate in a marketing activity hosted and promoted by SAP. Typically SAP will offer event packages for partners that might include a demo opportunity, admission for attendees, or event-related services. Additionally, you may invite your own prospects and customers to the event. Direct marketing campaigns might be included in the overall pack- age or offered as an à la carte option – or you can do it yourself. In the latter case you would have to request MDF for the direct marketing activity separately. To be eligible for MDF, your activity • Your participation includes the active must meet the following criteria: presence of at least one person at the • SAP is hosting the event. event (demo presentation, speaker • You are participating by purchasing a slot). partner package (not a sponsorship package). 26
  • 26. Reference Material Checklist: SAP-Led Events Claimable Costs • Costs for SAP partner package or registration/participation fee • Only third-party costs of the following services, if they are not part of the partner package provided by SAP: – Booth (booth itself, signage) – Audiovisual and electrical equipment rental – Phone, T1, Internet lines – Shipping costs All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Date and type of participation • Defined follow-up steps (call by salesperson, event attendance, sales literature to be sent out) • Expected outcome of the event (number of responders and prospects with follow-up agreement, estimated revenue within the first six months – SAP net software revenue only) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: Invoice from SAP for channel partner package Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Lack of active participation in the event • Mixture of claimable and nonclaimable costs 27
  • 27. General and Industry-Specific Events General and industry-specific events General and Industry-Specific such as those hosted by a magazine or Events – Tips for Success industry association can provide a very • Carefully choose the right industry good opportunity to reach a specific events based on local coverage, target group. Often you can participate vertical focus, reached target with a demo presentation in an affiliated audience (business decision maker exhibition or speaker slot. A combination versus a more technically oriented of both typically offers the most value. audience). • Plan ahead – order literature and To be eligible for MDF, your activity other handouts at least four must meet the following criteria: weeks in advance. • The event is primarily targeting busi- • If possible, take advantage of a nesspeople and provides an adequate meaningful entry in the event environment to meet your target catalog. audience. • Take advantage of speaking • You have your own booth appropriate opportunities in show forums. for showing SAP solutions or a speaker • Plan activity at your booth: show slot of at least 30 minutes to present a video or use your creativity to SAP solutions. You are promoting no call attention to your exhibits. competitive solutions or products. • Make sure that all prospects will • The event is promoting to a new, be contacted immediately after regional, or local SAP audience in the event for further qualification which SAP is not also participating. and follow-up (salesperson pre- pared, fulfillment material avail- able, process understood by all involved parties). 28
  • 28. Reference Material Checklist: General and Industry-Specific Events Claimable Costs Only third-party costs of the following services: • Booth expenses (floor rental, booth itself, signage) • Attendance or registration fee • Entry in event catalog or brochure • PR activities to invite prospects • Speaking slot in show forum • Audiovisual and electrical equipment rental • Phone, T1, Internet lines • Shipping costs All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience (number of prospects to be directly reached and documented via lead form, type of company, title of target contacts) • Information on the event (typical audience, regional coverage, expected number of attendees) • Topic of speaking slot • Defined follow-up steps (call by salesperson, event attendance, sales literature to be sent out) • Expected outcome of the event (number of responders or prospects with follow-up agreement, estimated revenue within the first six months – SAP net software revenue only) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Number of quotes generated – Photo of the event highlighting SAP product placement on-site or your presentation held in a speaker slot Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Mixture of claimable and nonclaimable costs 29
  • 29. Advertising Locally placed advertising (print, out- Advertising – Tips for Success door posters) is an integral part of • Select media carefully to precisely reaching new and expanding markets. reach your target audience – Print advertising in appropriate industry special-interest formats, business magazines is an excellent means of channels, billboards in a business supporting a vertical approach. Including area, for example. the SAP channel partner logo in your • Keep your message simple and ad associates you with the industry on topic – too many points dilute leader. SAP offers several templates the key message. for your use. • Plan for a consistent run; the lon- ger and more often you can afford To be eligible for MDF, your activity to run an ad, the better. Success must meet the following criterion: in advertising is about reach the advertising material follows SAP (number of people) and frequency brand guidelines or uses SAP partner- (how often they see your ad). specific advertising templates. • Include a way to track responses from the ad such as a direct phone number, extension, or spe- cial offer for mentioning a code phrase. 30
  • 30. Reference Material Checklist: Advertising Claimable Costs Only third-party costs of the following services: Adaptation of existing templates, printing, and placement costs All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Development of completely new advertisements will not be funded. Details to Be Provided When Requesting MDF • Media data (depends on medium, such as target audience or circulation numbers; please provide a copy or link) • Written explanation of why this medium is appropriate to address your target audience • Logo to be used (at least one: SAP channel partner or product logo) • Key message, product, or solution to be promoted • Defined follow-up steps (call by salesperson, sales literature to be sent out) • Expected outcome (number of responders or prospects with follow-up agreement, estimated revenue within the first six months – SAP net software revenue only) • Publication date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Date of issuing the ad – Dates of placement period, if applicable – Print – Hard copy of final ad creative along with copy of the publication(s) where it ran – Any associated paid third-party invoices for advertising space and creative (if applicable) showing net amount and VAT separately – Banner ads – Dated screen shot(s) of the SAP Web banner – Any associated paid third-party invoices for the media space and creative work (if applicable) showing net amount and VAT separately – Radio and TV – Copy of the script along with media schedule – Any associated paid third-party invoices for media space showing net amount and VAT separately – Outdoor posters, billboards, or banners – Photo of placed poster or billboard and date of issue Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Placement in unspecific media • Incorrect usage of SAP logos • Mixture of claimable and nonclaimable costs 31
  • 31. Promotional Literature (as Part of Some literature may be appropriate as a an Approved Activity or to Promote a response multiplier for a mailing – for Promotional Literature – Partner-Specific SAP Offering) example, presenting a new market study Tips for Success Literature such as brochures, product related to your business or vertical segment. • Write content to be clear and flyers, and solution guides are useful to to the point, but communicate send ahead or leave behind after a sales To be eligible for MDF, your activity the real business value of your call, to use at events, and to get in touch must meet the following criteria: products and solutions. with or refresh a relationship with a pros- • The material is designed to fulfill sales • Use diagrams, charts, and other pect. You should focus on business- literature requests from a mailing, tele- visual tools to make your points oriented material, clearly promoting the marketing campaign, or trade show. easy to understand and break up benefits of a solution for the prospect. • The material is a business-oriented the text. More technically oriented messages can brochure to promote your SAP partner • Include contacts points for often be published in white papers avail- solutions and follows the special SAP responses such as address, able on demand or on your Web site. guidelines for those materials. phone number, and Web link. Checklist: Promotional Literature Claimable Costs Only third-party costs of the following services: Agency for creative or graphic design work, printing, postage (if provided by third party), marketing coordination, or project management All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience • Key message, product, or solution to be promoted • Use of SAP channel partner or SAP product logo • Response elements (mail, fax, Web page) • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Copy of the brochure – Statement of the total quantity of pieces produced Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Incorrect usage of SAP logos • Mixture of claimable and nonclaimable costs 32
  • 32. Reference Material Promotional Items and Giveaways To be eligible for MDF, your promotional (as Part of an Approved Activity Only) item must meet the following criteria: Promotional Items and Giveaways – You may decide to use promotional • The promotional item will be used for Tips for Success items or giveaways at trade shows or an activity approved under the MDF • Choose very carefully which pro- events. These expenses are claimable program according to this guide for motional item will be considered only if they are related to an approved channel partners. of value for your target group. activity. The approval of the request • The promotional item is designed to • Use it as a personal gift, presented and the claim for the promotional appeal to a business audience. It has in a personal conversation, not items depends on approvals for the value but can be purchased for a fair as something for anonymous activity. price. takeaway. Checklist: Promotional Items and Giveaways Claimable Costs Only third-party costs of the following services: • Agency for creative or graphic design work, printing, marketing coordination, or project management • Printing or production costs or purchase price of giveaways All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Planned target audience • Key message, product, or solution to be promoted • Use of SAP channel partner or product logo Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Hard copy or photo of the promotional item – Statement of the total quantity of pieces produced Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Incorrect usage of SAP logos • Mixture of claimable and nonclaimable costs 33
  • 33. Training and Certification of Channel To be eligible for MDF, your activity Partner Employees must meet the following criteria: SAP has a strong interest in having well- • The training is provided by SAP to qualified partners to sell SAP solutions build your capability. and ensure SAP quality standards in all • The training is provided by a third customer projects. Therefore training party authorized by SAP to train on – even if it is not a typical marketing SAP products and solutions or to activity – is eligible for MDF according give certification exams. to this guide. Checklist: Training and Certification of Partner Employees Claimable Costs Only third-party costs of the following services: Training fees for SAP-hosted training or third-party invoices for training and examination fees All third-party-associated invoices must show the net amount and VAT separately. See also “Activities That Do Not Qualify for MDF” for nonclaimable costs. Details to Be Provided When Requesting MDF • Training title or specification • Planned date of participation • Planned certification to be gained (if applicable) Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – List of attendees – Confirmation of participation for each attendee or copy of certificates – Copy of paid invoice Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Placement in unspecific media • Incorrect usage of SAP logos 34
  • 34. Reference Material E-Marketing (Keyword Advertising or MDF, the e-marketing material must On-Line Banners) follow SAP brand guidelines or use Partners may include the SAP Partner- SAP partner-specific templates. Edge logo in their online e-marketing tactics such as online banners or Requirements for e-marketing and keyword advertising (if applicable) to details on each requirement are included associate them with an industry leader. in the following checklist. SAP may have several templates avail- able for your use. To be eligible for Checklist: E-Marketing Claimable Costs Only third-party costs of the following services: Adaptation of existing templates, printing, or placement costs All third-party-associated invoices must show the net amount and VAT separately. Critical for reimbursement Details to Be Provided When Requesting MDF • Media data (depends on the medium – for example, target audience, average click rates; please provide a copy or link) • Planned edition or time frame for placement • Logo that will be used (at least one: SAP channel partner or SAP Business One application or SAP Business All-in-One solution logo) • Key message, product, or solution to be promoted • Expected outcome (number of responders or prospects with follow-up agreement, estimated revenue within first six months – SAP net software revenue only) • Submission date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Date of issuing the advertorial • Date of issuing the e-marketing campaign • Dates of placement period, if applicable • Link to copy of banner, keyword advertising Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Placement in unspecific media • Incorrect usage of SAP logos • Mixture of claimable and nonclaimable costs 35
  • 35. Success Stories (as Part of an Ap- tomers, and how a partner solution or To be eligible for MDF, a success story proved Activity, or to Promote Part- offer was supportive for this project. must meet the following criteria: ner-Specific SAP Offerings) Partners can provide a detailed descrip- • The material is designed to provide Success stories are an important tool tion of their success stories by sub- all of the success story details as in demonstrating proof-of-concept mitting them through SAP Channel requested by the template. projects. It is therefore necessary to Partner Portal. User-friendly templates • The material is business-oriented, provide detailed descriptions about the guide partners in providing all necessary promotes your SAP solution, and project and the benefits for the cus- data. follows the special SAP guidelines for those materials. Checklist: Success Stories Claimable Costs Third-party costs of following services: • Agency for creative or graphic design work • Printing, editorial work, postage (if provided by third party) • Marketing coordination or project management All third-party-associated invoices must show the net amount and VAT separately. Critical for reimbursement Details to Be Provided When Requesting MDF • Planned target audience • Key message, product, or solution to be promoted • Use of SAP channel partner or SAP product logo • Response elements (for example, mail, fax, or Web page) • Starting and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Copy of the success story – Print-run invoice Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Incorrect usage of SAP logos • Mixture of claimable and nonclaimable costs 36
  • 36. Reference Material Public Relations Agency Fees To be eligible for MDF, the PR activity (as Part of a Lead-Generation Plan) must meet the following criteria: Public relations activities are an impor- • The PR agency services are used tant means of creating and maintaining as part of a comprehensive lead- a positive image. Partners may use generation plan. their MDF for services obtained from • The PR activity is promoting your PR to publicize their business and SAP partner solutions or related SAP highlight their SAP successes to content applicable to creating aware- the press and other sources. ness or prospects and sales leads for your SAP solutions. • You are not promoting competitive solutions or products. Checklist: Public Relations Agency Fees Claimable Costs Only third-party costs of the following services: Copy of invoice from PR agency for plan development and execution (in limited cases would approve agency retainer fees); printing, editorial work, interview or press tour costs, competitive and market monitoring costs, marketing coordination or project management All third-party-associated invoices must show the net amount and VAT separately. Critical for reimbursement Details to Be Provided When Requesting MDF • Planned target audience • Key message and talking points • Correct use of SAP logos • Start and end date Critical for approval: the approver will check these details and may reject the request but may advise what should be optimized. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Type of editorial work, interview, or press tour that was conducted – Any project management work that was undertaken Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Competitive messages • Placement in unspecific media • Use of SAP quotes or employee names without prior approval • Incorrect usage of SAP logos • Mixture of claimable and nonclaimable costs 37
  • 37. Annual Program Fee To be eligible for MDF, you must meet the following criterion: full payment of the annual fee requirements as described in SAP PartnerEdge Program: Guide for Channel Partners For new partners, the fee amount will be prorated at the time of joining the program. For existing partners, the annual program fee identified in your Region-Specific Program Information must be paid annually. Checklist: Annual Program Fee Claimable Costs Annual program fee Details to Be Provided When Requesting MDF Details and amount of the annual program fee Critical for approval: the approver will check these details and may reject the request. Required for Proof of Performance • Required: partner invoices, all third-party invoices • Keep on file for a random audit: – Copy of the invoice (invoice must show the net amount and VAT separately) – Proof of settled account with SAP Critical for approval: the approver will check these details and may reject the claim or reduce the claimable amount based on program rules. What Should You Avoid? • Beginning the MDF process before SAP has received full payment • Exceeding locally applicable payment terms and conditions 38
  • 38. Reference Material CHOOSING YOUR RESOURCES There are three ways to create a mar- My Partnership in SAP Channel Partner For example: keting campaign using MDF, as follows: Portal when you submit a request and • You work with an outside agency to • Activities using the SAP marketing have enough MDF available. develop a direct marketing campaign service bureau costing €15,000.3 • Reimbursable activities using an out- For example: • Program rules indicate that MDF may side agency, requiring SAP approval • You wish to undertake a predevel- be used to pay up to 75% of the total • Reimbursable activities using your oped marketing campaign provided planned campaign costs, or in this own in-house resources, requiring by the marketing service bureau with case, up to €11,250. SAP approval execution costs of €5,000 and a • You will pay €15,000 directly to the reimbursement percentage of 75%. agency, submit to SAP the appropriate Working with SAP Marketing • You have a €7,000 MDF budget claim form, and provide all required Services Bureaus available. invoices and proof of performance SAP may offer a marketing service • When you enter a request for this (which needs to be available in the bureau in your region or country. This activity, the system automatically case of a random audit). Web-based resource is designed to approves the request. • SAP will then deduct €11,250 from assist you in creating, developing, and • The approved amount of €3,750 your MDF account and reimburse executing effective marketing programs. will be marked as “MDF allocated,” you with a payment of €11,250 upon meaning it is waiting for use. successful execution of the campaign Using the marketing service bureau, • After your campaign is launched, you and the claim process. you can significantly shorten the devel- can then claim for the €3,750 and opment cycle of your campaigns. The once the claim is approved, it will be Working with In-House Resources bureau offers predesigned materials, paid in to your bank account. If you have a formal in-house production which keep costs to a minimum while department for marketing campaign giving you the flexibility to customize a Working with Outside Agencies services, costs for creation or production message to a target audience. Services You may also use MDF to fund the may be reimbursed. may include online ordering of predevel- services of an advertising or marketing oped direct marketing materials, seminar- agency outside the SAP marketing ser- When you submit your MDF request in-a-box materials, advertising templates, vices bureau. Creative, telemarketing, form for approval, please remember to list management resources, and cam- or event management services, for do the following: paign execution services such as print- example, may be eligible for reimburse- • Estimate the total costs and include a ing, mailing, and response management. ment. Of course, creative development list of actual itemized costs along by outside agencies must follow SAP with an estimate of your labor costs. For the most up-to-date list of available branding and logo usage guidelines for • Estimate labor costs based on a set marketing service bureaus and preap- partners and be preapproved by SAP. rate for actual production – a per-page proved activities offered, please visit or per-event rate, for example – rather channel.sap.com/partnering. When using an external agency, all than for hours worked. activities require SAP approval via the How MDF Preapproved Activities MDF request form available in Manage SAP reserves the right to verify in-house Are Reimbursed My Partnership under the Funds Man- production capabilities and rates. If Creative materials provided by a mar- agement section in SAP Channel Partner rates are found to be substantially higher keting services bureau are often pre- Portal. Once your request is approved, than third-party rates, reimbursement approved by SAP (varying by region or SAP will give you an MDF request num- will be based on third-party rates. country). When preapproved, they are ber and allocate the appropriate approved processed at the identified MDF activity funds in your MDF account, awaiting percentage reimbursement via Manage completion of the activity and claim. 3. If the campaign execution costs more than planned, you may claim only the requested and approved amount. If the campaign execution costs less than planned (for example, €10,000), the maximum amount allowed is 75% of the total cost, or €7,500. 39
  • 39. 50 078 261 (08/03) ©2008 by SAP AG. All rights reserved. SAP, R/3, xApps, xApp, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP Business ByDesign, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries all over the world. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary. These materials are subject to change without notice. These materials are provided by SAP AG and its affiliated companies (“SAP Group”) for informational purposes only, without represen- tation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. channel.sap.com partneredge@sap.com

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