DELL EMC 2019 PARTNER PROGRAM · DELL EMC 2019 PARTNER PROGRAM MDF SOLUTION PROVIDER USE POLICY...

DELL EMC 2019 PARTNER PROGRAMMDF SOLUTION PROVIDER USE POLICY

Overview

2019 MDF Overview

2019 Timeline and Eligibility Spend Guidance

ActivitiesActivities Categories

Activities Matrix

Event Details

Entertainment Policy

Ineligible Activities or Elements

Demo Equipment

Onsite Vendor Representative

Branding

Agency Fees

Training Test Vouchers

Dell Technology Brands/Businesses

Web-related Expenses

Additional Activity Details

MDF ProcessEarned MDF - Invoicing

Earned MDF Fund Accumulation

Earned MDF Pre-Approval (PA)

Activity Execution

Proposal-Based MDF Process

Proposal Pre-Approval (PA) Process

Claim/Reimbursement Process

Miscellaneous ItemsActivity End Date vs. Invoice Issue Date

Proof of Execution

Deadlines

Additional Funding Terms and Conditions

ROI ReportingPaymentLegal AdherenceGlossary

CONTENTS

DELL EMC 2019 PARTNER PROGRAM MDF SOLUTION PROVIDER USE POLICY FEBRUARY 2, 2019 3

Overview

2019 MDF Overview There are two components of the 2019 MDF benefit which consists of Earned MDF and Proposal-Based MDF. Earned MDF is Dell EMC’s accrual funding benefit, based on a percentage of partner’s product revenue. Earned MDF accrual rates can be found in the Dell EMC Partner Portal under Requirements and Benefits.

Proposal-Based MDF will also be available on a discretionary basis. Partners should focus on exhausting their Earned MDF accounts prior to submitting proposals. Proposals should be strategic and timely initiatives by working closely with their Dell EMC Sales and Marketing Teams.

This document outlines policy for both forms of MDF – making it easier for you to execute onfunding allocated or earned.

Timeline and Eligibility The 2019 Dell EMC Solution Provider Earned MDF benefit and rates and guidelines are effective February 2, 2019. Any and all MDF planned activities entered and taking place after February 2 must be in compliance with the 2019 policy including those activities using funding awarded in 2018.

To be eligible for Earned or Proposal-Based MDF benefits, a partner must:• Be a certified Dell EMC Solution Provider in good

standing.• Be 100% in compliance with all Dell EMC Partner

Program requirements.

Eligible products for accruing Earned MDF are as follows:ISG: Titanium and Platinum partners will earn for eligible ISG product purchases (includes attached legacy Dell Services) and excludes VMware/ Cisco components of VxRack or Vblock/VxBlock and Enterprise License Agreement/ Transformational License Agreement (ELA/TLA). CSG: Titanium and Platinum partners will earn for CSG Eligible Product revenue inclusive of attached services.

This document contains the use policy guidelines for the 2019 Dell EMC Partner Program Marketing Development Funds (MDF) benefit for Solution Providers. All use policy guidelines are driven by financial, legal, and compliance-related protocols and conventions.

https://www.dellemc.com/resources/en-us/auth/asset/quick-reference-guides/partner/Dell-EMC-Solution-Provider-Requirements-Benefits_Z1.pdf



Overview Spend Guidance Partners who are eligible for and accrue Earned MDF or receive Proposal-Based MDF deposits should adhere to Dell EMC’s spend guidance. This ensures that investment in our partners is aligned with Dell EMC’s marketing goals and that joint planning is fostering Dell EMC and partner growth alike.

Eligible Partner Types/Tiers

MDF TYPE

2019 Spend Guidance – Effective February 2, 2019

SPEND OBJECTIVE MDF STRATEGIC FOCUS (Earned & Proposal)

Titanium & Platinum Solution Providers

EARNED MDF

Demand Generation - Minimum @ 50% (Max Headcount 10% / SPIFFS max 10% - part of pre-planning/pre-approval)

ISG: Storage and Data Protection, Servers (4 Socket Rack & PowerEdge MX) Storage Tech Refresh, Server Refresh, Future Proof & Test Drive Programs

CSG: Precision, Latitude, OptiPlex, Services, Dell Displays & Client Peripherals, Wyse, Data Security Solutions, and IoT

Customer Acquisition Campaigns:• Modernize Infrastructure• Workforce Transformation• Mid Market

Titanium, Platinum & Gold Solution

Providers

PROPOSAL-BASED MDF

Demand Generation - Minimum @ 80% - Remaining on Enablement/ Awareness

CSG Funds: Invest in CSG and over-arching Dell Technologies go-to-market initiatives ISG Funds: Invest in ISG and over-arching Dell Technologies go-to-market initiatives

All partners participating in the Dell EMC MDF benefit should follow the spend guidance and are required to follow the pre-approval and claim requirements as outlined by Dell EMC.

Please consult with your Dell EMC PMM or marketing contact to ensure spend alignment. Dell EMC reserves the right to change the Solution Provider MDF benefit without notice. It is the obligation of Dell EMC partners participating in the benefit to review and adhere to the latest version of the policy.

Focus on Net New End CustomersAttach Services across all activities

FEBRUARY 2, 2019 5DELL EMC 2019 PARTNER PROGRAM MDF SOLUTION PROVIDER USE POLICY

All partner activities eligible for reimbursement are placed within specific categories, which should reflect the overall objective of the activity. Dell EMC monitors and measures all investment categories to ensure partners are investing in alignment with spend guidance.

CATEGORIES

DEMAND GENERATIONActivities/initiatives designed for the purposeof driving incremental demand or nurturingthe development of prospective leads

ENABLEMENTActivities/initiativessupporting thedevelopment ortraining of customersand partner personnel.Building knowledgegrowth is the ultimategoal.

AWARENESSActivities/initiativespromoting Dell EMCand the partner brandthrough awarenessand partnership.

DELL EMC EVENTSActivities/initiativesdeveloped and ranby Dell EMC with thepartners/end customersas the audience.

INCENTIVESInitiatives focusedon generatingrevenue throughdirect salesgrowth orbaselines.

Activities

MDF Activities Matrix


Description: Paying to develop, produce, purchase and/or deliver customer/reseller advertisements and/or merchandise. Merchandise, up to $250 USD each. Items able to be co-branded or Dell EMC branded MUST be designed as such when being produced/purchased. Consumable items must have the packaging follow Dell EMC brand guidelines. Includes retail materials. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:

• Online assets, banners, social media campaigns, promotional and PR campaigns, etc.

POE (Back-end)

1. Branding Only Requirement: Creative content plus screenshots of digital content, including subsequent linked page(s) and go-live dates for non-merchandise items.

2. Merchandise Only Requirement: Photo of merchandise or copy of promotional materials indicating merchandise being given away. Photos must be of actual merchandise, not a mock-up. Materials must also include the date of purchase or must be confirmed in the claiming notes.

3. 3rd party Invoice (Proposal-based MDF only)

Description: Paying for an event where the purpose is to build the Dell EMC and partner brand generating awareness. Includes development, production and execution of these events. Individual meetings between Dell EMC (direct/channel sales or otherwise) and partner personnel do not qualify. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:

• National Sales Meeting

• Partner Kick-Off/Yearly Sales Kick-Off

• Retail/Promotion Floor Space

POE (Back-end)

1. Proof of event branding in the form of agenda, invite or presentation materials

2. Entertainment Form in required template format, if utilized and claiming. Download template in Help & Guidelines. (Proposal-based MDF only)

3. 3rd party invoice (Proposal-based MDF only)

ACTIVITY CATEGORY

Branding/Merchandise Awareness Event



Digital & Print: Demand Generation Related

Partner Event – Demand Focus

Industry Event

Multi-Touch Campaign – Demand Generation

Demand Gen: Telesales

ACTIVITY CATEGORY

Description: Paying to develop, produce, deliver and distribute customer specific advertisements where there is a call to action for the customer, e.g. link directly to the purchase of a product or solution inquiry. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:• Online assets, banners, collateral, social

media campaigns, promotional and PR campaigns, etc.

POE (Back-end) 1. Creative content plus screenshots of

digital content, including subsequent linked page(s) and dates.

2 Lead ROI Form in required template format. Download template in Help & Guidelines.

3 3rd party invoice (Proposal-based MDF only)

Description: Paying for a customer facing event executed by the partner designed to generate net new business and/or build pipeline. Includes development, production and execution of these events. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:• Seminar • Floor day • Hospitality event • Whiteboarding event

POE (Back-end) 1. Proof of event branding in the form of

agenda, invite or presentation materials2. Lead ROI Form in required template

format. Download template in Help & Guidelines.

3. Entertainment Form in required template format, if utilized and claiming. Download template in Help & Guidelines (Proposal-based MDF only)


Description: Paying for structured events executed by third (3rd) parties with the purpose of building Dell EMC pipeline and/or net new business. Dell EMC must NOT be the host. Partners and/or customers are in attendance and formalized sponsorships are required. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:• Non-Dell EMC Sponsorship Event• Canalys or IDC Event


agenda, invite or presentation materials 2. Lead ROI Form in required template


3. Sponsorship Form or Rate Sheet (Proposal-based MDF only)

4. Entertainment Form in required template format, if utilized and claiming. Download template in Help & Guidelines. (Proposal-based MDF only)


Description: Paying for multi-activity plans (packaged or bundled as a campaign) that may include multiple emails, direct mailers, events or trainings for partner personnel, prospects or existing customers with the purpose of generating net new business for Dell EMC products, services and/or solutions. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include bundled:• Emails, direct mailers, events • Trainings to prospects or existing

customers

POE (Back-end) 1. Proof of execution as listed for all

sub-activities chosen

Description: Paying for outbound telephone calls/blitz to prospects or existing customers that promotes Dell EMC products, services and/or solutions. Any SPIFF or merchandise associated with telesales must be categorized and approved within its own activity or packaged as a campaign activity. All activities must feature Dell EMC branding, products, services and/or solutions.

POE (Back-end) 1. Telesales script or briefing document2. Lead ROI Form in required template





Partner Event – Enablement

Training - Dell EMC System Generated

Demo Business Intelligence

Multi-Touch Campaign – Enablement

ACTIVITY CATEGORY

Description: Paying for an event where partner personnel are the audience designed to train/enable on Dell EMC products, services and/or solutions. Includes development, production and execution of these events. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:• Enablement Seminar • Demo Day • Floor Day • Hospitality • Whiteboarding Event


agenda, invite or presentation materials2. Entertainment Form in required template

format, if utilized and claiming. Download template in Help & Guidelines. (Proposal-based MDF only)


Description: Paying for Dell EMC developed system-based curriculum training. On-site training must be conducted by a certified Dell EMC trainer or certified agency. Includes voucher/subscription purchases and Entertainment (travel included) associated for in-person training. All activities must feature Dell EMC branding, products, services and/or solutions. Non-voucher/subscription training is able to be reimbursed after the training has occurred.

Examples include:• Education Services Training• Partner Academy associated travel • Technical Architect

POE (Back-end) 1. Invite/agenda (in-person or web events

only.) 2. Proof of payment for training costs, if

incurred3. Entertainment Form in required template

format, if utilized and claiming. Download template in Help & Guidelines.(Proposal-based MDF only)

Description: Paying for the purchase or lease/rental of Dell EMC products, services and/or solutions by a partner for evaluation/demonstration purposes; includes product for a solution center. Product cannot be sourced from partner or distributor stock.

POE (Back-end) 1. Itemized invoice issued from Dell EMC

Description: Paying for a 3rd party or the partner to develop, produce, deliver and distribute business intelligence/data analytics for the purpose of showcasing Dell EMC products, services and/or solutions. What is purchased must provide an understanding and insight into the partner’s customer base, such as buying patterns and/or opportunity pipeline. IDC and Canalys subscriptions, competitive insights, content providing customer purchasing needs/positioning or other industry items that help give the partner a competitive edge selling Dell EMC products and solutions are some examples. Direct purchase of leads are not eligible.

POE (Back-end) 1. Purchased deliverable assets2. Invoice or approved rate card

(Proposal-based MDF only)

Description: Paying for multi-activity plans (packaged or bundled as a campaign) that may include multiple emails, direct mailers, events or trainings for partner personnel, prospects or existing customers with the purpose of training or enabling those recipients. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:• Emails, direct mailers, events• Trainings to prospects or existing

customers

POE (Back-end) 1. Proof of execution as listed for all

sub-activities chosen



Description: Paying to organize and execute a sales incentive program for the partner’s sales or technical force to promote sales of Dell EMC products, services and/or solutions, where the incentive is awarded to all participants who meet or exceed set targets. Dell EMC will pay for program, promotion, administration and/or the incentives. Includes events, prizes, trips, cash, vouchers and Dell EMC products. Targets could include minimum sales volume and/or X% product mix. All activities must feature Dell EMC branding, products, services and/or solutions.

POE (Back-end) 1. Copy of sales incentive materials indicating qualified product and awards distributed by participant2. Partner sales out report showing eligible solutions/products that met the target3. Confirmation statement email of approved sales data from Dell EMC Sales Account Manager or

Dell EMC Marketing Manager

ACTIVITY CATEGORY

SPIFF’s (Earned MDF Only)



ACTIVITY CATEGORY

Description: Paying to cover costs for Dell Technologies World registration and travel. Download the Dell Technologies World Policy for details in the Help & Guidelines. Dell Technologies World Attendee Contribution Form is required for reimbursement and must detail costs for each attendee.

POE (Back-end) 1. Dell Technologies World Attendee

Contribution Form detailing attendees in required template format. Download template in Help & Guidelines.

2. Travel receipts, if incurred and claiming

3. Registration receipts are NOT required. Registration is validated by Dell EMC.

Description: Paying for sponsorship participation fee and marketing booth related materials within the Dell Technologies World event. Sponsorship fee and materials may be submitted for reimbursement prior to the event date/occurrence with a valid sponsorship agreement. All activities must feature Dell EMC branding, products, services and/or solutions.

POE (Back-end) 1. Invoice for booth materials only, if

materials are being reimbursed2. Creative content plus screenshots

of digital content, including subsequent linked page(s) and dates, if materials are being reimbursed

3. Sponsorship invoice is NOT required. Sponsorship expense is validated by Dell EMC.

Description: Sponsorship (registration included) and Entertainment (travel included) to Dell Technologies Forum Events. Registration without sponsorship is ineligible for reimbursement. All activities must feature Dell EMC branding, products, services and/or solutions.

POE (Back-end) 1. Sponsorship invoice issued from

Dell EMC or third party managing the event

2. Entertainment receipts, if utilized and claiming

3. Entertainment Form in required template format, if utilized and claiming. Download template in Help & Guidelines.

4. Lead ROI Form in required template format. Download template in Help & Guidelines.

Description: Paying for sponsorship, registration and/or entertainment to regional events executed and led by Dell EMC. Event must be hosted by Dell EMC. All activities must feature Dell EMC branding, products, services and/or solutions.

Examples include:• Custom Business Unit Training• Product Launch • Dell EMC Roadshow

POE (Back-end) 1. Proof of event/branding materials2. Entertainment receipts, if utilized

and claiming 3. Entertainment Form in required

template format, if utilized and claiming. Download template in Help & Guidelines.

Description: Entertainment costs for partner personnel to attend or visit Dell EMC Executive Business Centers (Sales Meeting/Business Review), Quarterly Business Reviews, Partner Advisory Boards, Marketing Advisory Councils and/or Dell EMC Solution Centers. All activities must focus on Dell EMC products, services and/or solutions.

POE (Back-end) 1. Proof of attendance or visit in the

form of agenda, invite or meeting materials. Must include the date of event.

2. Entertainment receipts, if utilized and claiming

3. Entertainment Form in required template format, if utilized and claiming. Download template in Help & Guidelines.

Dell Technologies World: Registration and Travel (Earned MDF Only)

Dell Technologies World: Sponsorship (Earned MDF Only)

Dell Technologies Forum Dell EMC Regional Event

Event: Dell EMC Visit


Event DetailsExamples of eligible event elements or items:

Sponsorship Inclusions

Hotel

Catering

Travel

• Defined sponsorship package, including pricing and benefit

• Staffing costs should be included here or with venue fees

• Event set-up fees• Audio-visual costs• Booth rental and associated fees, such as

Internet, furniture, carpet, etc.• Security, if needed (consult Dell EMC)

• Hotel only to be used when traveling required to represent the Dell EMC brand and only when entertainment is eligible

• When catering is involved, Dell EMC may require an attendee list to be eligible for reimbursement for event catering expenses. As clarification, the ROI and attendee list are separate requirements. Claim cost must also include tax and tip.

• Only eligible for qualified activities• Invoices must NOT be submitted unless

directed in the POE. Example – Proposal based MDF activities

• Proper travel claim forms must be submitted

Activities


Dell EMC Partner MDF Entertainment Policy

Policy• Up to $2,500 USD per person• Includes entertainment, travel (partner and customer), hotel, catering/meals, giveaways

(for giveaway specific policy, see the “Additional Activity Details” section) and ground transportation.

Details• Maximum of up to $2,500 per person, per event • Modest and infrequent meals, travel, and other Hospitality provided by a third party, such as a customer

or partner, are generally permitted so long as they serve a legitimate business purpose. Meals should not be lavish or excessive.

• Travel should not include first/business class tickets, expensive hotel rooms or suites, or extended stays or side trips. Taxis, bus or train from the airport are eligible but rental cars are not.

• Public partners/customers must adhere to the public customer travel policy outlined in the MDF Terms and Conditions.

* Dell Technologies World will have event specific guidelines

ELIGIBLEEVENTS

Partner Events(Awareness, Demand, Enablement)

Industry Events

DELL EMC Events*Training

Activities


Entertainment• End-customer hotel & travel is eligible• Public customers must follow the guidance in

the MDF Terms and Conditions• Demand Generation activities with

entertainment included must still submit a completed ROI form

• Potentially dangerous events (racecar driving, rafting) should be accompanied by an event waiver form. Waiver is a document signed that removes Dell EMC from all responsibilities if any person gets injured during one of these events. Please reach out to your marketing contact for additional information.

Eligible Example:• Partner Event - Demand Focus - Sporting

event where a box is rented for 10 customers at a total cost of $25,000. Included would be full catering for the event (may or may not be broken out), along with a video on new Dell EMC solutions/products prior to the event start time.

Ineligible Examples:• A Partner Event - Demand Focus - Activity

taking place at a high profile event (e.g. Super Bowl) where tickets cost $3,000 per ticket

• Examples of ineligible and nonreimbursable travel activities or items: Public Employee/customer travel, Dell EMC Employee travel, Parking, Mileage, rental cars, First-class airfare, Personal expenses, Customer expenses, Spouse and/ or Guest expenses, Phone, Internet, Visa or insurance fees, Cancellation fees, Dell EMC employee expense.

NOTE: These are examples, and not a finite list of ineligible travel activities. If the activity is not listed as eligible in this document, then it is not eligible for reimbursement.

Ineligible items:• Meal only activities (Must have other

entertainment/branding included)

Activities


Ineligible Activities or ElementsThe following are ineligible activities or elements:

Event Related General• Charity events and charitable components

of events are not eligible for Earned MDF reimbursement. If a non-charitable event includes a charitable element (i.e., a giveaway, raffle, etc.), Earned MDF funding may be used according to the use policy but not for the charitable element. No funding from Dell EMC can go directly to the charitable organization or component.

• Raffles and lucky draws• Channel Ready/FRS Ready• Sporting event season tickets and parking• Food and drinks at a gentlemen’s club• Hospitality/entertainment over the

reimbursable limit• Gun Range/shooting events

For information about complying with applicable rules and regulations for gift giving and hospitality, including anti-bribery laws and hospitality toward Public Customers, see MDF Terms and Conditions in the Rebate and MDF Tool.

• Dell EMC employee expenses (Dell EMC employee expenses are NEVER eligible via MDF)

• Purchase of non-Dell EMC equipment or software

• Electronic devices exceeding the giveaway limit

• Website hosting and/or infrastructure fees• Personal expenses (e.g., cell phone bill, limo

services, membership fees) of a customer

Activities

https://partner.dell.com/en-us/partner/auth/incentives/incentives.htm


Demo EquipmentDell EMC reimburses partners for 100% of invoice value for net hardware and software costs for Dell EMC approved equipment and products. This includes both purchase and rental products. Dell EMC requires pre-approval for reimbursement of demo equipment and will reimburse up to the amount allocated in the pre-approval. The partner may make claims on the same pre-approval more than once if the use of the demo equipment spans more than one quarter.

Initial services necessary to be purchased as part of the demo equipment order are eligible for reimbursement, as long as the partner includes the services in the claiming invoice.

Examples of eligible equipment activities or items:• Dell EMC hardware and software• Basic initial installation fees and services

Examples of ineligible and non-reimbursable demoequipment activities or items:• Equipment for internal use only• Equipment from a company external to Dell EMC• Evaluation orders or “try and buy” orders shipped

to a customer site• Demo purchased out of partner or distributor stock• Upgrades

To be eligible for reimbursement, the partner must pay in full for the equipment, and the equipment must be shipped and invoiced before the MDF funds expire. This process may take multiple days and should be taken into account when raising the project.

NOTES:• Copies of purchase orders, handwritten or hand-typed quotes, or pro-forma invoices used for quotes are not

acceptable

• Dell EMC Equipment funded through the MDF benefit must be held for six months before reselling.

• Equipment must be purchased or rented through Dell EMC. Dell EMC will not allow partners to demo equipment out of their own stock or a distributors stock and be reimbursed for it.

Activities


ActivitiesOnsite Vendor Representative

Description: Dell EMC funded headcount for an onsite Dell EMC dedicated channel resource. Funding for the headcount will be agreed upon and transferred from the partners MDF earnings. This resource can assist with internal sales teams, educate partners account managers, and promote all of the available Dell EMC partner program resources and tools, and more. Specifics of the headcounts role and KPIs will be outlined in the partner contract.

Any headcount funded through a partner’s MDF must be agreed upon prior to the start of Dell EMC’s fiscal quarter between the partner and the Dell EMC sales team in region. Funds will be deducted and transferred over to a separate module in the Dell EMC Rebate & MDF Tool. Only partners approved for headcount will have access to this module.

Partners interested in leveraging their earned MDF for headcount, should reach out to their Partner Marketing Manager for assistance.

POE (Back-end)

1) Signed Contract with agreed upon Onsite Vendor Representative KPIs

2) Details of headcount hired (name, role, email) and proof of performance against agreed upon KPIs.

POE is identified as proof of execution material required to be submitted at the completion of the activity

Only partners with pre-approved headcount will have access to the Onsite Vendor Representative program in the Dell EMC Rebate & MDF Tool.


ActivitiesBranding

For guidance regarding proper branding and logo usage as it pertains to funding reimbursement, the following resources are available:

1. Brand Portal: https://brand.delltechnologies.com2. Brand FAQ: https://brand.delltechnologies.com/faq/#partner

For other specific questions regarding branding or proper logo usage please contact Corporate Brand Team [email protected]

Agency Fees Training Test VouchersAny agency fees should be built into the cost of the project. Dell EMC reserves the rights to request proper documentation through an audit at any time.

Dell EMC reimburses the cost of training test vouchers and subscriptions only at the time of purchase, and they must be entered as “Training - Dell EMC System Generated.”

brand.delltechnologies.com

mailto:Brand%40dell.com?subject=

mailto:Brand%40dell.com?subject=


ActivitiesDell Technology Brands/Businesses

• Dell EMC MDF can be used to support activities with Dell Technology Businesses/Brands as long as Dell EMC is represented

• Dell EMC MUST be present in the branding/representation of the activity

• Proper branding must be followed

• If Dell EMC is not present in the activity, the activity will be denied at the time of claim submission

• VMware

• Pivotal

• SecureWorks

• Dell EMC

• Dell

• RSA

• Virtustream

• Boomi

Dell Technology Brands

Dell Technology Businesses

MDF Policy

Website-related ExpensesDell EMC reimburses fees for website maintenance, upgrade, and/ or creation only when Dell EMC material is directly affected by the change to the website. Dell EMC does not reimburse for web hosting fees.


Additional Activity Details

Executive Briefing Centers

Merchandise & Giveaways

• To be eligible for reimbursement, the visit must take place at a Dell EMC EBC location. For a full list of EBC locations, see the Policy FAQ document.

• Merchandise is defined as items that must be branded Dell EMC or co-branded Dell EMC with the partners brand. Items must be purchased to use for event support or given to internal sales representatives. Items are classified as awareness and may be purchased in bulk used for a specified event or for a future undefined purpose. Examples include pens, flash drive, mousepad.

• Giveaways are defined as items used to directly support an event. Item may or may not be Dell EMC branded; it is eligible under the entertainment allowance only; and it is not eligible for bulk purchase. Item cannot be stocked nor given away at a later date. Excludes gift cards and cash. Examples include Fitbit. GoPro or Dell product (examples: 2 in 1, monitors etc.) within the proper guidelines.

• Key value items for Merchandise:• $250 USD per item. Tax &

shipping is exclusive of the $250 USD

• Key value items for Giveaways:• Non-Dell Product - $250 USD

per item. Tax & shipping is exclusive of the $250 USD

• Dell Product - $750 USD per item. Tax & shipping is exclusive of the $750 USD

• Merchandise & Giveaways are not eligible as SPIFFs. Any payment, trips etc. must be classified as a SPIFF in conjunction with the rules and regulations specified for that activity.

Eligible examples of each:• Giveaway = Personal

electronic device (e.g., Kindle, FitBit)

• Merchandise = Apparel or merchandise items

In-eligible examples of each:• Cash• Cash equivalent awards or

incentives• Competing manufacturers,

example Apple products• Any debit or cash equivalent

card gifted to customer• Any item given to a Public

Customer inside the United States

• Any item exceeding the dollar limits outlined (even if the partner agrees to pay the excess cost)

• Charitable gifts

Activities

https://partnerdirect.dell.com/sites/channel/en-us/documents/mdf_faq.pdf


MDF Process

There are two types of business partners in the 2019 Dell EMC Solution Provider Earned MDF benefit, with specific requirements to qualify for funding. Partners who purchase directly from Dell EMC are referred to as a Tier 1 partner. Partners who do not purchase directly from Dell EMC but purchase from one of our authorized distributors are referred to as Tier 2 partners. To properly receive Earned MDF funding, the below invoicing steps must be followed for each type:

Earned MDF - InvoicingSolution Providers will accrue Earned MDF as outlined in the Dell EMC Business Partner Program benefits and requirements document posted in the Dell EMC Partner Portal.

Tier 1 Tier 2• Invoice lists the Dell EMC solution provider

business partner as “Billed To” party.• Invoices billed to other parties are not eligible.

• Invoice lists the Dell EMC Solution Provider business partner as “Billed To” party.

• Invoice lists the value added reseller (VAR) business name in the VAR field in the business partner ordering system.

• Invoices billed to other parties are not eligible. Invoices missing the VAR business name are not eligible.


https://partner.dell.com/en-us/partner/auth/partner.htm


MDF ProcessEarned MDF Fund AccumulationEarned MDF funds are earned as a percentage of revenue for eligible Dell EMC products. Refer to the business partner portal for rate details.

• Revenue and MDF calculations will be made using the invoiced amount for products purchased from a Dell ordering entity or the booked order amount for products purchased from an EMC ordering entity.

• Funds typically are deposited 8-9 weeks after Dell EMC’s quarter end. The Dell EMC fiscal year 2020 is as follows:

Q1 February 2 – May 3 Q2 May 4 – August 2 Q3 August 3 – November 1 Q4 November 2 – January 31

Earned MDF will be deposited in the partners account in the Dell EMC Rebate & MDF tool. Earned MDF deposits will expire 180 days after the deposit date. This means that activities must be entered, executed and claimed by day 180 in order for funds NOT to expire.

Earned MDF funds cannot be frozen or used for payments in advance of an event or activity. In order for funds not to expire, the partner must submit, execute and claim a valid, legitimate activity no later than the date that fund expires. An activity is considered to be valid when the event or activity has been properly approved and all supporting documentation has been provided.

All Earned MDF payments are made only after an event or activity has occurred, all required backup is submitted, and the claim is approved.

Issues related to amount of deposited funds must be escalated immediately but no later than 30 days after the deposit date. Issues received after 30 days cannot be remediated. Please escalate any deposit concerns to your dedicated Partner Marketing Manager (PMM).


MDF Process Earned MDF Activity Pre-Approval Process

To make use of Earned MDF funding the partner must submit an activity request via the tool before theactivity begints. If an activity is entered after the start date, it automatically will be denied.

STEP 1 Partner submits an activity request (Pre-Authorization) via the Dell EMC Rebate & MDF tool. Request must be raised at minimum 24hrs before the activity start date in order to give approvers enough time to review the activity submitted.

STEP 2 Dell EMC reviews the activity request and notifies partner of the decision within two business days via the Earned MDF website: approval, denial, or incomplete

i.e. request for more information.

STEP 2 OPTIONS

Approval• When approved,

partner may execute the activity or event and then submit the claim documentation and appropriate return on investment (ROI) data, if required, by the due date.

Denial• Partner may

not execute the activity.

• A new activity can be submitted within the parameters of the MDF policy.

Request for more information• Dell EMC sends an “Incomplete” email detailing the missing information.

• Partner must submit the requested information within five business days of receipt of this email, documentation must be uploaded prior to the activity start date if activity submission date is less than 5 business days before the activity start date.

• If Dell EMC does not receive the additional information within five business days, Dell EMC cancels the activity request. The partner can resubmit the activity request to start the process again.

• Activity requests remain active until fund expiration date (180 days after fund deposit). To be eligible for reimbursement, claims that meet the MDF policy guidelines and include valid documentation must be submitted within 180 days after fund deposit. After that time, requests are closed and funds are no longer available.

NOTE: Activity requests are not a guarantee of payment.

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http://partner.dell.com/en-us/partner/auth/ incentives/incentives.htm


MDF ProcessEarned MDF Activity ExecutionAfter approval, partners may execute the activity as approved. To be eligible for reimbursement, partners can only execute activities approved through the activity approval process, adhere to the spirit of the activity and the MDF benefit, and retain proper documentation to submit at the conclusion of the activity and/or event. If the activity needs to be changed after it’s approved, work with your responsible marketing contact to get the activity updated in the Dell EMC Rebate & MDF tool.

Activity Execution Before Deposit• As a partner, if you have longer term marketing

plans, sometimes there will not be enough funds in your balance to cover the activity. There will be a feature which allows Dell EMC to pre-approve an activity even if you do not have enough available funds.

• Submit the activity as normal.• Dell EMC will have the ability to pre-approve

these activities if there are not enough funds and partner will receive a pre-approval email notification.

• As a partner, you will have a new section below the My Action Items section of the Home page. This section will display all of your pre-approved activities.

• When funds become available, Dell EMC will approve these pre-approved activities and they will move into the Activity Agreement Acceptance section as normal.

NOTE: Dell EMC shall not be responsible for any amounts that exceed the amount of MDF deposited into the partners account, even if an activity was previously approved by Dell EMC, or in excess of the amounts agreed to between Dell EMC and the partner.



MDF Process Earned MDF Claim/Reimbursement

The amount of days the partner has to submit the claim after an activity ends depends on when the activity ended in the funding lifecycle. All claims must be submitted 180 days after the funding deposit date.

To receive reimbursement, partners must submit all required documentation and return on investment (ROI) data when required. Dell EMC automatically denies claims submitted without any documentation.

STEP 1 Partner submits claim for reimbursement on the MDF tool.

STEP 2 Claim auditor reviews the claim and proof of expense documentation within two business days of submission.

STEP 3 Dell EMC notifies partner of the decision within that two business day timeframe via the MDF tool: approval, denial, or incomplete i.e. request for more information.

STEP 3 OPTIONS

Approval• When approved,

the claim will be paid either in full or partially depending on what is eligible per the policy.

Denial• If a claim does

not match the activity or is submitted without any documentation, it will be declined.

IncompleteIf additional documentation is required, claim auditor notes this in the claim comments section and emails the partner, listing the documentation that is required.

• Dell EMC suspends claim processing until receipt of required documentation.

• When funds are expiring, the claim deadline is 12:00 AM (UTC-05:00) Eastern Time(US & Canada).

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MDF ProcessProposal-Based MDF ProcessProposal-Based MDF will be available on a discretionary basis and will primarily fund strategic initiatives, product-launches and/or unique partner business opportunities brought by partners to Dell EMC or targeted for partners through Dell EMC. To request Proposal-based MDF, partners should first ensure all Earned MDF funds are pre-planned and exhausted. Should there be an additional opportunity identified that is not funded, partners can work with their marketing and sales counterparts at Dell EMC to jointly submit a proposal that is in full alignment with their 6-month marketing plan. These proposals will be considered and if funding gets approved, the partner will be notified and should execute accordingly. These funds will be deposited into a separate account within their Dell EMC Rebate & MDF tool.

Proposal Templates The proposal form is available via Dell EMC Partner Marketing Managers. Partners may submit proposals at any time and will be reviewed and finalized in the 3rd month of each quarter for planning execution in the following quarter.

When submitting MDF Proposals, Dell EMC considers the following:

• Does this marketing plan support a strategic business plan and can this be validated with a Dell EMC partner development manager?

• Does the plan align with Dell EMC sales and marketing objectives?

• Does the plan meet all policy guidelines including spend guidance?

• Should the partner be eligible for Earned MDF, have they depleted these funds?

• Does the reseller have 50% of forecasted Earned MDF solely dedicated to “Demand Generation” activities?



MDF Process Proposal-Based MDF Activity Pre-Approval Process

STEP 1 Partner and Dell EMC channel teams create a semiannual or annual (calendar year) marketing plan

STEP 2 Earned MDF (if available) and Proposal-Based MDF opportunities are discussed and proposal is submitted

STEP 3 Dell EMC reviews MDF proposal

STEP 4 Dell EMC notifies business partner of the decision: Approval or denial

STEP 4 OPTIONS

Approval• Once proposal is approved, Dell EMC will enter this into the tool.

• The tool generates an email to the partner and the PMM with the activity number, which is necessary for execution and claiming funds for reimbursement.

• When an approved activity is in the online tool, the partner may execute the activity or event, and then submit the claim documentation, proof of expense, and ROI Form, if required, by the due date.

• The system reserves funds in the partner’s online account on the partner portal.

Partners must use approved Proposal-Based MDF funds in the business quarter during which the funds are approved. Funding dollars may not cross quarters. Activity requests remain active for 45 calendar days after the quarter end date.

NOTE: Activities for MDF funds do not prevent funds from expiring, and is not a guarantee of payment or allocated dollars.

Denial• Dell EMC will explain

to the partner why the proposal was denied.

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MDF Process

Proposal-Based Claim/Reimbursement ProcessPartners will have to submit the claim within 45 calendar days after the quarter end date in order to get reimbursement of an approved activity.

To receive reimbursement, partners must submit all required documentation and ROI Form (if applicable). Dell EMC automatically denies claims submitted without any documentation.


Activity End Date vs. Invoice Issue Date (For Sponsorships) Activity End Date: The date the activity ends and the system- reflected activity end date should match. This ensures Dell EMC can properly audit the activity. In person/online events should not have a system end date after the activity has occurred.

Invoice Issue Date: The invoice generated to support sponsorship activities does not have to match exactly to the activity it is supporting. It is understood that this could occur a few weeks before to a few weeks after the event takes place, however the activity date referenced in the description of the invoice should match the date the activity occurred or reference the span of the activity. If the invoice does not match as described, Dell EMC has the right to place the claim on hold or deny.

Proof of ExecutionWhen submitting claims for reimbursement, partners must also submit documentation of proof of execution. This includes items such as pictures, agendas, ROI forms, invoices (when required) etc.

DeadlinesROI Reporting/Claims:

• Earned MDF - 180 days after the fund deposit date. This means if an activity ends on day 90, the partner has 90 days to claim.

• Proposal MDF - Within 45 calendar days after quarter end. This means if an activity takes 1 day to execute, the ROI information needs to be submitted with the claim 45 days after quarter end and same for an activity that last the entire quarter.

* Activity execution does NOT hold funds from expiring. Meaning that if an activity is being executed beyond the fund expiration date, those funds tied to that activity will come out of the next quarters deposit.

Miscellaneous Items


Miscellaneous Items

Additional Funding Terms and Conditions:

Dell EMC reserves the right to revise or terminate the Dell EMC Solution Provider MDF benefit or general Partner Program at any time and will notify Dell EMC partners of any program changes.

Dell EMC retains the right to decide matters concerning:

• Compliance with the Solution Provider MDF benefit• Eligibility for reimbursement of expenses• Other matters concerning proper understanding and

implementation of the Solution Provider MDF benefit.• Dell EMC reviews documentation, including but not limited

to invoices, presentations, and publications, for consistency with claim activity dates.

• Dell EMC may deny any amounts if the documentation reveals discrepancies between actual activity dates and dates in submitted documentation.

• Dell EMC auditors review the documentation and ensure the dates are accurate.

• Dell EMC may audit these documents further further and request additional information if necessary.

Dell EMC reserves the right to deny any claims related to amounts owed to Dell EMC if those amounts are past due.

• When Dell EMC does not receive payment, the partner is placed on a credit hold.

• Payment of pending MDF claims are suspended until the credit hold is removed.


ROI Reporting

ROI information enables Dell EMC to determine future budget, improve joint marketing efforts, and establish best practices. By capturing ROI data, we ensure our investment was executed as planned, and make data driven decisions about future MDF investments.

To measure return on investment Dell EMC requires Solution Providers to provide the Lead ROI template for all “Demand Generation” activities funded through the Dell EMC MDF Benefit. This form serves to verify the ROI for your activity and is found in the MDF Tool in the Help & Documentation section.

The Lead ROI template contains an instruction tab that defines the different fields to be filled in.

ROI Reporting ProcessStep 1

Complete and submit the “Lead ROI template” - a list of leads generated by the marketing activity.

• Partners must provide all required contact information for prospects identified as leads.

• A lead is defined by Dell EMC as a prospect that has shown interest in Dell EMC products as a result of that activity.

• If you have already registered a deal for any of the leads being submitted, the deal reg number must be provided

• Upload the completed Lead ROI form to your claim in the Dell EMC Rebate MDF Tool prior to claim submittal. The Lead ROI template is a required document necessary to receive Claim Approval.

Step 2 Report ROI for your activity by providing Deal ID’s that resulted from your activity leads. There are several ways to do this and partner training is available on the partner program portal. Your PMM can also give you more information.

Ways to report ROI:

• Lead ROI template submitted with claim

• Lead ROI template updates sent to your PMM

• Deal registration updates

• Leads linked to new deal registrations

All of the Deal ID reporting methods above will result in accurate reporting of the ROI for your MDF activity.



ROI Reporting ROI reporting and Claim

reimbursementIf the partner fails to submit an accurate and complete Lead ROI form for a specific activity prior to submitting the claim, Dell EMC will not reimburse the partner for the claim. This also may impact future eligibility for the MDF benefit.

Partner Privacy and LeadsDell EMC does not directly market to leads generated by partners. All leads generated by partners are uploaded into Dell EMC’s SFDC and assigned to the business partner who submitted the information and the business partner’s specific Campaign id number. These leads are ringfenced, so that partner has the exclusive right to market to the leads they established. Dell EMC tracks the leads lifecycle through to deal registration to provide visibility on ROI. Partners can work with their PMM to determine the most effective method to provide ROI data.

Consumer PrivacyIn the Dell EMC MDF Terms & Conditions it states that partners are required to obtain consent from prospects and customers so that Partners can provide Dell EMC the lead list legally and not breach any local data protection laws. Specifically, as it pertains to personal data and the collections of this, Dell EMC outlines in the MDF Program Terms and Conditions the following: Partner is responsible for ensuring that for each target list of email addresses, Partner has received express opt-ins in compliance with, or has otherwise included all email addresses in the target list solely in accordance with applicable privacy and anti-spam laws and regulations. Moreover, Partner represents and warrants that Partner has obtained all necessary rights and consents to disclose such target list(s) to Dell EMC Parties and for Dell EMC Parties to use such information for purposes of the Program.

Please also refer to “Dell EMC Partner Program Data Privacy Policy” in the Help section.


PaymentPayment to reimburse partners for submitted claims is conditional on meeting all guidelines published in the Dell EMC Partner Program policy. Unpaid MDF claims do not represent an obligation for reimbursement from Dell EMC. Partners cannot deduct unpaid MDF claims from amounts due to Dell EMC for purchases of Dell EMC products and services. Any deductions from invoice warrant the claim invalid, and will not be paid.

Partners are responsible for entering the correct banking information within the Dell EMC Rebate & MDF Tool. Designated partner contacts receive payment notices when a payment is approved for disbursement. Instructions for providing banking details are included with each payment notice.

NOTE: For security, only one person in the partner organization has authority to enter or change bank information. Please contact a dedicated PMM if there are any questions regarding company info or authorized employees.

Dell EMC issues MDF payments through ACH or wire either directly or via our 3rd party agency Vistex or though credit memos depending on the partner’s demographic location and statutory regulations.

All program benefits that your company receives may be identified as taxable benefit and/or service for which it is applicable based on your company’s country of establishment. Your company is responsible for obtaining advice and counsel independently of Dell Technologies, Inc.; and, Dell Technologies, Inc. is not and cannot be held liable for any tax decision made by your company.

It’s the responsibility of the partner to provide proper supporting tax documentation. Instructions for proper invoicing entity are provided within the Dell EMC Rebate & MDF Tool to support the claim payment process.

Dell EMC reimburses partners for eligible expenses incurred only after claim approval of the supporting documentation received and audited via the Dell EMC Rebate & MDF Tool.


Legal Adherence

The information contained in this presentation summarizes the Marketing Development Funds (MDF) Program FOR INFORMATIONAL PURPOSES ONLY and additional terms and conditions apply to your participation in the program presented herein. Dell EMC reserves the right to modify the terms of the Program and/or eligibility requirements applicable to the Program at any time, or from time to time, or to terminate the Program at any time at its sole discretion. These materials may contain typographical errors and technical inaccuracies. The content is provided as is, without express or implied warranties or guarantees of any kind. By clicking to accept the Funding Letter or Marketing Development Fund Business Rules (“Business Rules”) or submitting an Activity in the Dell EMC Rebate and MDF Tool you agree to be bound by all terms, conditions, and restrictions contained in the Funding Letter or Business Rules which may be found at: https://partnerbenefits.dellemc.com.

https://partnerbenefits.dellemc.com

https://partnerbenefits.dellemc.com


GlossaryEarned MDF: Dell EMC’s accrual funding benefit, based on a percentage of partners product revenue. Partners know ahead of time, the percentage of accrual they will receive each quarter.

Proposal-Based MDF: Dell EMC’s discretionary funding benefit, where an approved proposal from the partner secures funding for upcoming strategic initiatives.

Rebate and MDF Tool: Where each partner will track and manage their rebate attainment/payout as well as MDF dollars to be entered and paid.

Onsite Vendor Representative: Onsite Vendor Representative. Legacy EMC referred to this as Funded-headcount.

Accepted Lead: The partner is actively working to assess if there is budget, authority, need, and timeline (BANT). An opportunity may exist with this contact and it has yet to be determined. (Formerly “Still Working”).

BANT Qualified: The partner has established that there is budget, authority, need, and timeline with this contact but has not yet submitted a Deal Registration.

Closed - Worked Lead: The partner has worked lead as much as possible for now. No further action at this time. Not qualified for immediate deal registration.

Converted to Deal Reg: The partner has a registered deal for this lead

Agreement: A written, mutually agreed-upon, properly executed contract document between Dell EMC and the business partner.

Attendee List: Name, title, company name, email optional. Note that Attendee Lists are different from the ROI Form and must be treated as such.

Cash-Equivalent: Gift cards, lottery tickets, vouchers, gift certificates, and prepaid debit cards, no matter how small in value.

Demand Generation: Marketing activities performed by business partners to drive the development of leads through campaigns in which there is a call to action or some response required. This category of activity focuses on prospecting new opportunities.

Dell EMC Representation: Clear photos of an Dell EMC table cover, banner, PowerPoint, and other presentations must feature the appropriate Dell EMC logo visible in the presentation. Photos depicting only Dell EMC personnel are not acceptable.

Public Customer: A public official; candidate; employee of a local, state, national government, political party or healthcare; employee of an international organization (e.g, Red Cross, United Nations); or members of a royal family. Additionally, any employee of a business where the government owns 40% or more of the business is considered a Public Customer (e.g., a state-owned bank or hospital). When in doubt, ask the customer, review

the customer’s website (which often gives information about ownership structure), or ask Dell EMC Legal whether or not a particular customer is considered a Public Customer.

Lead Development: Marketing activities performed by business partners that reflect lead nurturing or customer development. This category focuses on qualifying existing leads.

PMM (Partner Marketing Manager): An Dell EMC employee who works with business partners as part of the Business Partner Program.

Business Unit (BU): Infrastructure Solutions Group (ISG). Client Solutions Group (CSG).

Infrastructure Solutions Group (ISG): World’s leading data center innovation engine with cutting edge enterprise infrastructure in the most demanding environments.

Client Solutions Group (CSG): Award-winning desktops, laptops, 2in01’s and thin clients, powerful workstations and rugged devices made for specialized environments, monitors, endpoint security solutions and services.

LOB: Client, server, storage, networking (aligns to LOB for growth gates, LOBI, and the NBI LOBs).

DELL EMC 2019 PARTNER PROGRAM · DELL EMC 2019 PARTNER PROGRAM MDF SOLUTION PROVIDER USE POLICY...

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