HP’s Amplify Partner Conference is in full swing, where the company has announced several changes to its channel partner program that it hopes will accelerate partner growth in buzzworthy areas such as AI. New benefits include what HP claims is the industry’s first role-based AI partner training and certification program, new opportunities around AI data science, and a broad portfolio of AI-enabled solutions.
Kobi Elbaz
“HP’s Amplify Partner program stands out as an industry-leading partner program — the only channel program in the industry to go beyond performance-based models — encompassing capabilities, collaboration, and unrivaled performance,” said Kobi Elbaz, HP senior vice president and general manager, global channel, sales innovation and operations. “Partners are essential to unlocking growth opportunities and serving customers, and we aim to provide the right program, the right training, and the right growth opportunities and benefits to make it easier to sell our world-class products and services.”
The first of its AI partner initiatives, the AI masterclass via HP University, aims to cover a range of topics designed to give partners the knowledge to stay ahead in the rapidly changing AI landscape and help navigate their customers to the right products and solutions. NVIDIA is playing a role in training as well, working with HP to develop a series of advanced training modules. Partners that successfully complete advanced training can become certified in AI, demonstrating proficiency to customers.
“Designers, engineers, and creatives need the latest tools and capabilities to harness the potential of AI for their everyday workflows,” said Bob Pette, vice president of enterprise platforms at NVIDIA. “Our work with HP will help empower their partners to utilize HP products and solutions, powered by NVIDIA, to cater to customer AI needs across the entire channel ecosystem.”
Bob Pette
HP’s “Amplify Growth Plays” program will be available to commercial partners, a combination of tools and compensation elements rewarding partners for investing in focus areas beyond specialization. Its latest additions to the program include components for AI data science, digital services, video collaboration, and active care services.
HP is also looking to simplify the membership structure of the Amplify partner program this May, introducing a two-track structure dubbed Synergy and Power. The Synergy track is built for all partners, and offers base compensation, sales training, and specific portfolio benefits. The Power track is built for collaboration with partners receiving all the Synergy benefits in addition to growth accelerators like data driven insights and HP Amplify Online benefits. Along with the two tracks come Power Elite and Global Power Elite distinctions for enrolled partners that will reward partners that operate on a larger scale.
Most program changes will roll out May 1, or sometime shortly thereafter. More information will be available to partners over the coming months.
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