Global resellers ponder HP program

Hewlett-Packard’s (HP) latest channel marketing program has received a tentative thumbs-up from partners, although some have admitted there are still trust issues.

Last week, HP jointly launched its Marketing Services Program, part of its Preferred Partner Program with specialist marketing agency NetPartnering. It will offer VARs a telemarketing service to reach new customers.

CRN understands the amount of marketing funds received by partners will depend on the amount of HP business they generate.

Nicky Ayre, co-marketing manager at HP, said, “The services will be tailored on a reseller-by-reseller basis. Partners can pick from a web-based catalogue and any leads generated will be passed straight back.”

Greg Carlow, managing director of VAR Repton, said, “In the past there were VARs taking marketing money and doing little or no marketing and just adding the money to their bottom line. This will give HP more control.”

Dan Hitchen, HP product manager at Basilica, said, “We are taking this slowly because it will be a case of building up trust. It will benefit smaller partners, but larger ones will have to be selective because it could take work away from their marketing teams.”

Sue Richards, managing director of EBM, said, “It seems a good thing, although we still have a few questions, such as do the marketing campaigns target the same end-users each time?"

Abdul Terry, marketing director at Equanet, said, “We still have some questions that have to be answered because this smacks of a one-size-fits all strategy. The policy and structure of its previous strategy has worked up until now, so I can’t see why HP has changed it.”