Microsoft Managed Reseller Cooperative Marketing Fund. Guidebook FY14. EMEA Edition. Fiscal Year Starts July 1, 2013

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1 Microsoft Managed Reseller Cooperative ing Fund Guidebook EMEA Edition FY14 Fiscal Year Starts July 1, 2013

2 FY14 Table of Contents Managed Reseller Guidebook EMEA What s New? A Summary of Guideline Changes from FY PROGRAM OVERVIEW a., Eligibility, Accruing and Using Funds... 4 b. ing... 5 c. Coop Workflow... 6 d. Microsoft Managed Reseller Incentive (EMEA) Tool... 7 EXECUTION AND CLAIMING a. Core Requirements... 8 b. Content Guidelines: Taglines, Logo and Graphics Usage... 9 c. Claim Requirements d. Ineligible Activities and Expenses PARTNER READINESS a. Eligible Activities, Claim Timing Requirements, POE APPENDIX a. Coop ing Plan Recommendations b. Activity Examples c. Certification and Statement Report (CSR)...39 d. Payment Processing and Tax Requirements e. ing and Training Resources f. Logo Guidelines g. Glossary DEMAND GENERATION a., Activity Guidelines, Creative Preapproval b. Quick Reference c. Direct Mail, and Mobile SMS d. Web/Online Advertising MARKET DEVELOPMENT a. Claims b. Quick Reference c. Microsoft Focused Customer Seminars d. Floor Days e. Events: Multi-Vendor Expositions f. Tradeshows g. Internal Incentives and SPIFFs h. Telemarketing i. On-Site Champ j. Proof of Concept Services k. E-Commerce l. Web Syndication m. Search Engine Optimization Skyrocket n. Social Media or Mobile Commerce = REMINDER = BEST PRACTICES = CAUTION = FAQ Note: Participation in this program is voluntary. Nothing in this program restricts partners from supporting, marketing or selling non-microsoft products. In the event that you are reading a translated version of this document, the English version is the master copy. IF USING AN ELECTRONIC VERSION OF THIS DOCUMENT, THE TABS ON EACH PAGE WILL QUICK JUMP TO THAT SECTION

3 FY14 Changes 3 Changes from FY13 to FY14 for the Microsoft Managed Reseller Coop This is an overview of notable changes for this year. Please refer to the guidebook content for each section for complete requirements and eligibility. Direct Mail/ Web/Online Advertising Microsoft Focused Customer Seminars Floor Days Multi-Vendor Expositions Tradeshows Telemarketing On-Site Champ Proof of Concept Services E-Commerce Web Syndication The number of targeted partners or customers has been added as a required proof of execution. Screenshots of advertisement on website has been added as a required proof of execution. A list of registered guests has been added as a required proof of execution. A list of registered guests has been added as a required proof of execution. Documentation of an estimated number of attendees or number of people who visited the booth has been added as a required proof of execution. Documentation of an estimated number of attendees or number of people who visited the booth has been added as a required proof of execution. Summary of results is no longer just recommended, but is now a required proof of execution. A required form has been added to document summary of results and sales objectives. Allowance to use coop for the purchase of Windows 8 Tablets is included. Customer reach (# of clicks, click rate, etc.) has been added as a required proof of execution. Customer reach (# of clicks, click rate, etc.) has been added as a required proof of execution. Search Engine Optimization Skyrocket Updated as separate category for FY14. This includes activity specific eligible expenses, proof of execution, etc. Social Media or Mobile Commerce Customer reach (# of clicks, click rate, etc.) has been added as a required proof of execution. Core Requirements Tagline: Addition of brand Taglines can now reference a brand as an alternative to Microsoft software or a specific product. General Ineligible Expenses Proof of (POE) Documentation (H2 FY14) Coop funds may not be used to reimburse cash equivalents, such as prepaid credit cards. See page 12 for details. Essential system components as an incentive, giveaway or upgrade offer are no longer considered ineligible expenses. Third party invoices must be itemized. Certification and Statement Report (CSR) may be applicable to use. Additional POE documentation is required to be submitted as hard copy when making claims against coop. Please consult the individual Activity pages for more details.

4 , Eligibility, Accruing and Using Funds 4 The Channel Incentive Cooperative ing Fund (Coop) for Managed Resellers provides reimbursements to participating Managed Resellers to help differentiate and build channel awareness and preference for Microsoft products. Coop reimburses eligible costs associated with related marketing and readiness activities to support: - Broad reach advertising to increase awareness and preference. - ing and business development activities designed for a specific audience, specifically for channel recruitment, education activities and sales acceleration activities. - Training and readiness of internal personnel to improve Microsoft product sales and technology expertise. Recommended allocation of funds is as follows: The activities described in the guide are eligible everywhere outside of the US. The tools described in the guide are eligible for EMEA. Tiers per Coop Accrued Managed Resellers - Depth $20,000 or more Managed Resellers - Breadth $20,000 - $5,000 $5,000 or less % Coop % Coop % Coop 20% 30% 50% 10% 10% 20% Eligibility Requirements To be eligible to participate in Coop, Managed Resellers must be Microsoft Network ( MPN ) members and meet all other eligibility criteria as specified in the Managed Reseller Incentives Guide (please contact your Sales Executive (PSE) for this document or go to the Activation Kit at These eligibility criteria include minimum annual Open license sales requirements during the 12-month period from June May that are defined by the Microsoft Channel Incentives Team in the Worldwide Group, in conjunction with local field management by a PSE, or a Tele- Sales Executive (TPSE). In addition, for FY14 there will be a MPN Competency requirement for eligibility. Coop Core Requirements Coop Core Requirements must be met for a or activity to be considered for Coop reimbursement. More information can be found on page 8. Accruing or Earning Funds Eligible Managed Resellers accrue or earn Coop funds in the currency assigned as per the Company s contract with Microsoft. Coop funds are calculated based on the net sales of eligible Microsoft software licenses sold by the Managed Reseller, as reported on Microsoft-Sales salesout reporting that is submitted by an Authorized Distributor. Using Funds Participating Managed Resellers may reimburse the cost of qualifying, and activities against their accrued or earned funds. Usage of funds involves the completion of Coop eligible activities and submission of reimbursement claims for qualifying activity expenses. Earning and Usage Periods Earning periods are the 6 month period in which funds accrue to be used in the following 6 month period. Usage periods are the current 6- month period in which funds must be utilized for activities occurring during the usage period. Coop periods operate on a 6 month fiscal half-year as follows: FY H1: 1 Jul - 15 Dec FY H2: 1 Jan - 15 Jun Managed Reseller must meet eligibility requirements for each Coop period. There are earning periods and usage periods. Managed Resellers meeting the requirements in the earning period will be eligible to use the accrued funds in the usage period. Funds accrued or earned in the period of 1 January 2013 to 15 June 2013 can be used within the period of 1 July 2013 to 15 December Funds accrued or earned in the period of 1 July 2013 to 15 December 2013 can be used in the period of 1 January 2014 to 15 June % 60% 30% Managed Reseller FY14 Coop Allocation by Campaign Get 2 Modern 40% FY H1 Jul Aug Sep Oct Nov Dec FY H2 Jan Feb Mar Apr May Jun FY H1 Jul Aug Sep Oct Nov Dec Office Best 30% Ahead of the Game 30% For more information, see page 35. FY Earning Period Usage Period FY Earning Period Usage Period Funds Expiration Use It or Lose It 1. Funds earned during the 6 month (half year) period can be used in the next 6 month period. 2. Unused funds are forfeited at the end of the usage period.

5 ing 5 Coop Eligible Activities Definition: Traditional advertising with broad reach that furthers the marketing and promotion of Microsoft software. Results and audience size are measurable. Qualifying activities: Direct Mail, , Mobile SMS Web-based Advertising Online Advertising Key Steps: 1. Perform a marketing activity 2. Claim your Cooperative ing Funds 3. Send your proof of execution (POE) documentation in hard copy to Microsoft supporting your Cooperative ing Funds Claim 4. Microsoft Coop ing Funds Claim Approver reviews, approve or reject your Claim Enter your claim and send your hard copy documentation before 15 December or 15 June. Definition: ing activities designed for a specific customer audience that support the sale of Microsoft software licenses. Qualifying activities: Microsoft Focused Customer Seminars Floor Days Multi-Vendor Expositions Tradeshows Internal Incentives (SPIFFs) Telemarketing On-Site Champs Proof of Concept Services E-Commerce Web Syndication Search Engine Optimization Skyrocket Social Media or Mobile Commerce Key Steps: 1. Perform a marketing activity 2. Claim your Cooperative ing Funds 3. Send your proof of execution (POE) documentation in hard copy to Microsoft supporting your Cooperative ing Funds Claim 4. Microsoft Coop ing Funds Claim Approver reviews, approve or reject your Claim Enter your claim and send your hard copy documentation before 15 December or 15 June. Definition: Expenses related to product training, technical certification, and Microsoft event registration that promote the development of Microsoft software sales and technical support expertise of the employees of the Managed Reseller. Qualifying activities: Microsoft Network (MPN) Registration Fees Microsoft Training Tuition Fees Microsoft Exam Fees Microsoft Conference Registration Fees Microsoft On-Site Sales Training Microsoft Conference Travel and Hotel Key Steps: 1. Perform a marketing activity 2. Claim your Cooperative ing Funds 3. Send your proof of execution (POE) documentation in hard copy to Microsoft supporting your Cooperative ing Funds Claim 4. Microsoft Coop ing Funds Claim Approver reviews, approve or reject your Claim Enter your claim and send your hard copy documentation before 15 December or 15 June.

6 Coop Workflow 6 Funding, planning and approval, completion of activities, validation and payment follow this process for the Coop : Microsoft EMEA Operations (formerly Microsoft Club Operations) Manages the Coop earning web site, including tools and processes Awards Coop at the end of period Approves claim compliancy Initiates payment Approves T&Cs Performs marketing activity Sends required proof of execution (POE) documentation Applies on web site for Incentive participation Submits Claim Receives coop funds Sales Executive (PSE) MS Field Team Supports s approval Approves claim EMEA MANAGED RESELLER INCENTIVE TOOL USAGE COOP PROGRAM STEPS

7 Microsoft Managed Reseller Incentive (EMEA) tool : https://microsoftclub.microsoft.com/ 7 Incentive Platform for Claiming Earned Coop Funds Microsoft provides a technology tool and platform that Managed Reseller ) s can use to view incentives earnings, claim rebates payments and receive reimbursement for qualified coop activities. In the EMEA (Europe, Middle East and Africa) region, the current incentive platform for FY13 is based on the same platform of the former regional program, Microsoft Club. Newly eligible s, need to register on https:// microsoftclub.microsoft.com/, with their Microsoft Account ID and MPN credentials, and become approved by their local subsidiary. Once approved, s need to accept the T&Cs, enter in their bank details and assign two contact persons as administrators of the program. Existing eligible s, who were part of the incentive program in the previous fiscal year, do not need to re-enroll in the incentive program. They only need to remain current on their actively-earned MPN competencies. This coop marketing guide covers the Coop marketing claims for Managed Reseller s located in EMEA only. Managed Reseller Incentive Tool Use the Managed Reseller Incentive tool to submit market development, demand generation and readiness plans. The tool provides coop marketing claim submission tools, approval processes and payment functionalities. Registration To enroll into the Managed Reseller Incentive, you need to register on the Managed Reseller Incentive web site by following the steps below: 1. With Microsoft Network (MPN) membership credentials (MPN location ID and Administrator Microsoft Account ID), s go to the Microsoft Managed Reseller Incentive Home page and click on the 'Register' icon. 2. Once s are on the Registration page, they follow the steps below to submit their applications. 3. s accept the Microsoft Managed Reseller Incentive Terms & Conditions. 4. s follow the registration process by entering in the relevant information. 5. s submit their registration application. 6. The application is reviewed by Microsoft. If approved, s will receive an welcoming them to the Microsoft Managed Reseller Incentive within seven working days from the date of submission. The company representative, who completes the application form, and the second contact, nominated by the same said representative, become the main contacts for the s company for the Microsoft Managed Reseller Incentive. These two named people will be authorized to claim the company s Rebates and coop funds. Details of the Managed Reseller Incentive Tool Once s complete their registration, they can log into the Managed Reseller Incentive tool and access their current and future rebates and coop fund balances by using the Account Details button on the Home page. Current funds are rebates and coop marketing funds that s can claim at any time during the Usage period (see dates on page 3). Future rebates and coop funds earnings, based on sales performance during the current Usage period, are added to s statements on a monthly rhythm. These future funds will be awarded at the end of the current Usage period if s meet the program eligibility criteria. s can modify their profile information details such as primary and secondary contact persons, preferred language, addresses and bank details by using the Profile Information tab. By using the About the Managed Reseller Incentive tab, s can access the latest version of the Terms and Conditions, a rebates and coop funds calculator tool, the eligible product list and the rebates and coop $ or /unit. The Claim functionalities for claiming awarded rebates and coop funds are described at page 10. Support If s encounter any issue during the registration process, or at any other moment, they may contact the Microsoft Managed Reseller Incentive Helpdesk at (in one of the supported 6 languages available: English, German, French, Italian, Russian, and Spanish). Hours of business support within EMEA Areas: 9:00 am to 6:00 pm CET time, from Monday to Friday.

8 Core Requirements 8 All three of these core requirements must be met unless otherwise specified in the activity. 1 Prominently display Coop tagline The Coop tagline must be present in all and in selected activities to be considered for Coop reimbursement. Prominent display of the tagline demonstrates commitment to marketing and promoting Microsoft software and helps increase channel mindshare on Microsoft and the Managed Reseller's relationship. Only approved local language translations of the taglines below are allowed. To find your local tagline translations, please see Page 42/Resources. Coop taglines approved for Managed Resellers. 1. [We/Company name] recommend [Microsoft software/specific product or brand.] Example: [Company name] recommends Windows [We/Company name] sell(s) [Microsoft software/specific product or brand] licenses. Example: [Company name] sells Microsoft software licenses. 3. [We/Company name] recommend Microsoft Online Services (For Cloud Managed Resellers). Example: [Company name] recommends Microsoft Online Services. 2 Include Company/Brand name and contact information Company/Brand name and contact information must be included in all and selected activities. Contact information must include at least one of the following: Your company address and/or phone number Your company Web site URL 3 3 Include a minimum 30% Microsoft content that furthers the marketing and promotion of Microsoft software and activities* should include: A minimum of 30% of the content in and activities that further the marketing and promotion of Microsoft software. An associated partner software graphic, campaign message or element, or other eligible logo for each page that is requesting reimbursement. See (page 10). Note: s will be reimbursed at only 30% for qualifying activities when a non -Microsoft operating system, productivity suite, server solution, collaboration suite software or device are also present (page 12). 2 1 * activities that promote the development of Microsoft software expertise within a Managed Reseller's organization must contain 100% Microsoft-focused content. In addition, some activities require 100% Microsoft-focused content.

9 Content Guidelines: Tagline, Logo and Graphics Usage 9 Tagline Prominence Clear Space. Keep a border of clear space around the Coop tagline. The required border of clear space must be a minimum of the height of the letters. Placement. The Coop tagline must be prominently displayed in the activity. Typically, this is within the upper one-third of a print activity, or is otherwise easily identifiable. The Coop tagline may not appear to be a part of another sentence or graphic. Background. The Coop tagline must appear on a background that adequately contrasts with the tagline text to make the tagline clearly legible. Translation. Use tagline as provided. To find your local tagline translations, please see Page 40/Resources. Font. Fonts must be consistent with the core advertisement and text size. Do not mix typefaces or weights. All words must be the same size and color. Approved Logo Usage Logo and Graphics Usage Approved graphical elements may be used in and activities. Any use of logos must comply with logo usage eligibility. You may not use logos for which you have not met requirements. Use of approved logos or graphics must follow guidelines. For details on each type of logo and graphic, please see Page 41. Examples For Trademark Guidelines, Visit: For Graphics and Images Guidelines on MPN, Visit: https://partner.microsoft.com/global/ salesmarketingsection/smgraphics For Brandtools, Visit: https://brandtools.partners.extranet.microsoft.com/pages/ default.aspx For Office Brand Guidelines, Visit: For Windows Brand Guidelines, Visit: https://brandtools.partners.extranet.microsoft.com/ Windows/Usage%20Document/WIN_V2_Guide_ pdf Competency Logo One Color. The Microsoft logo can appear in either black or white. The logo with the Microsoft corporate logo and the words Microsoft in black should appear on a white or light colored background. Alternately, it is acceptable to reproduce the logo on a colored background as long as there is sufficient contrast between the logo and the background. When placed on a black or dark colored background, the logo should always appear in white. Incorrect Usage. The Microsoft logo should not be reproduced in any color other than black or reversed out to white. It should not be skewed or modified in any way, and never overlap or connect to any other logo or type. Clear Space and Minimum Size. Always maintain clear space around the logo. The logo should never appear smaller than 1 inch wide in any print application. For online applications, the logo should never be smaller than 135 pixels in width. Always maintain proportional hierarchy between Microsoft Certified logos and the Microsoft logo. The Microsoft logo should be the same height as the Microsoft Certified logos if displayed together. Logo Builder can help you create customized logos featuring the MPN competency you have achieved. To visit this site, go to: Localization. The Microsoft logo must always appear in English and cannot be translated. Use of approved logos or graphics must follow guidelines. Inappropriate use of logos or unapproved graphics may result in claim denial. Using the Microsoft Network

10 Claim Requirements Coop Funds Claims Requirements Participating Managed Resellers may submit claims for qualifying activities completed within the Coop Usage period. After the coop activity has been completed, submit claims and the required documentation within the claim deadlines. For example, claims made against coop earned in the Earning period FY12 H2 can be submitted between 15 July 2012 and 15 December 2012 for activities completed by 15 December At the start of each Usage period, s in collaboration with their PAMs determine which activities they will spend their earned coop marketing funds against. Coop marketing claims must be exclusively claimed via the Managed Reseller Incentive tool and approved by the PAM or the local subsidiary. Approved reimbursement will be paid in the form of a bank transfer issued the 15th day of each month. Depending on the claim approval date within a particular month, the reimbursement can take up to 30 to 45 days. For a reimbursement to be included in a monthly payment cycle, valid claim and documentation need to be received by Microsoft before the approval is granted. Claim queries can be sent to the support team: The final claim adjustment period will end 30 business days after each semester (15 December and 15 June). All outstanding requirements for claims made by the final claim dates must be resolved within this 30-day business period, or the claim will be rejected. Claims Coop reimburses expenses for both Media Placement and ing Services/Agency Fees (, page 43). They can be claimed at the same time for activity that has taken place within the Coop usage period with proper documentation. ing Services are reimbursable only with proof of distribution of the advertising. Claims claims may be submitted for any qualifying readiness activity that has been completed within the Coop usage period. Claims planned activities completed in the usage period may be submitted up to the amount of the approved expenses detailed in the Activity Plan. Coop Funds Claim Deadlines Coop Claim Approval Process FY H1 Period (Jul - Dec) FY H2 Period (Jan Jun) Activity completed by: 15 Dec 15 Jun Claim and required documentation submission deadline: 15 Dec 15 Jun 1. Performs a ing Activity: A marketing activity must be completed prior to a claiming any of its awarded Coop ing Funds. For a claim to be valid, the marketing activity must fall within one of the categories listed from pages 12 through 28 and must comply with the rules described below. 2. Claims the Cost of a ing Activity: Upon the completion of a marketing activity, a may claim the activity s cost against their available Coop ing Funds balance. This Claim can be for the entire amount, or for a portion, of the marketing funds and is dependent on the balance available. The minimum amount for each submitted claim needs to be at least USD $ or equivalent in value. The Claim is submitted online by completing the ing Funds Claim Form on the Managed Reseller Incentive website 3. Sends Proof of ing Activity to Microsoft: The is required to send proof of execution (POE) documentation in hard copy to Microsoft for each Coop ing Funds Claim made within 1 month of the online claim submission., but no later than the close of business (midnight GMT) on the 14th day of the final month of the Usage Period (June/Dec). By this deadline, all claims, including back-up documentation, must be received by Microsoft: a. Copy of the Claim Form The must print out a copy of the Claim Form they have submitted online. b. Copy of the Itemized Third-Party Vendor Invoice The third-party vendor who performed the ing Activity must invoice the as proof of performance. The amount, invoiced by the Vendor that completed the ing Activity, will be the same or more than the amount claimed by the on the Managed Reseller Incentive. website. c. Itemized Sales Invoice to Microsoft - The must prepare and send a Sales Invoice to Microsoft. d. Other required Proof of documentation, as defined by each activity type. All documents must be sent to Microsoft Ireland Operations (MIOL) at an address (located in Germany) which is available on the Claim Form. In addition, the MIOL s Irish VAT number must be on the Sales Invoice: IE U (irrespective of location). These documents are sent to: Microsoft Ireland Operations Limited Dublin c/o Managed Reseller Incentive Coop Funds Arvato Direct Services GmbH An der Autobahn Gütersloh Germany 4. Coop ing Funds Claim Approver Reviews the ing Activity: once a Coop ing Funds Claim Form is submitted online, an is automatically sent to the designated Coop ing Funds Claim Approver within the local subsidiary. The Coop ing Funds Claim Approver reviews the Claim online and either approves or rejects the reimbursement of the ing Activity. If a Claim is rejected, the will receive a notification on the reason why. If the Claim is approved, the is notified automatically but will not be reimbursed until the hard copy documentation has been received and validated by the Invoice Vendor. 5. Invoice Vendor Validates Proof of ing Activity: once the Invoice Vendor receives the hard copy documentation from the, the Vendor will update the system to acknowledge its receipt and show its validation is in process. The Invoice Vendor is responsible for reviewing and validating the supporting hard copy documentation. Once validated, the Vendor will update the system to indicate that all hard copy documentation has been either Approved or Rejected. If the hard copy documentation has not been received within the appropriate timelines, the Invoice Vendor will ask the Coop ing Funds Claim Approver to reject the claim and inform the. 6. Microsoft Reimburses Claims for : when the online Claim has been a) approved by the Coop ing Funds Claim Approver AND b) by the Invoice Vendor, the Claim is ready for reimbursement. Certification and Statement Report A Certification Statement and Report (CSR) may be used to request reimbursement to offset costs and/or expenses incurred by the Managed Reseller solely in connection with the implementation of certain Coop supported marketing activities and expenses. For more information, see page 39/. 10

11 Ineligible Activities and Expenses 11 Ineligible Activities and Expenses Coop funds may not be used to reimburse: Microsoft software, cash, cash equivalents (i.e. prepaid credit cards), store credit or service rebates on any kind of system sold. Discounting or providing cash/service rebates that effectively discount Microsoft price of software. However, there are two exceptions: Giveaways that are a cash equivalent will only be reimbursed for Internal Incentives and SPIFFs. Company may give away up to twenty (20) PCs per program period. These systems must be preinstalled with Microsoft software and are eligible for reimbursement. Costs associated with the manufacture or distribution of customer systems, including costs related to bills of materials and costs of goods (packaging, shipping, freight, etc.). This includes operating expenses on systems sold. Giveaway items that include non-microsoft operating system, productivity suite, server solution, collaboration suite software or device. Infrastructure, overhead, depreciable asset expenses (e.g., vehicles, capital equipment, etc.), or real property. Placement costs associated with advertising on a Web site or telephone on-hold message systems owned or operated by Company or Company Subsidiary(ies). Costs associated with Microsoft joint agreements or marketing agreements by Microsoft or affiliates that require the company to match or otherwise contribute additional marketing funds. (I.e. Company may not use any Coop funds to satisfy any marketing funds contribution requirement by Microsoft or its affiliates as detailed in the said marketing agreement.) Multiple claims for a single activity expense. Submitting the same expense for both Managed Reseller and OEM Local Incentives s. Travel expenses, including flights and hotels (except as specified on page 31), meals, mileage, and any other travel costs. Costs for an activity paid at more than fair market value for that activity. Funds redistribution to 3rd parties (excludes marketing agencies contracted by the Managed Reseller). Coop is a reimbursement for activities executed by the Managed Reseller to engage the customer channel. Inclusion of Non-Microsoft Software For and activities, s will be reimbursed at 100% for qualifying activities that promote only Microsoft operating system, productivity suite, server solution, collaboration suite software or devices. s will be reimbursed at only 30% for qualifying activities when a non-microsoft operating system, productivity suite, server solution, collaboration suite software or device are also present. All marketing activities must contain at least 30% content dedicated to promoting Microsoft software or online services in order to be eligible for reimbursement. If a non-microsoft operating system, productivity suite, server solution, collaboration suite software or devices is present in the activity, Managed Reseller should enter their claim into the EMEA Managed Reseller Incentive Tool for 30% of the itemized third-party invoice amount as claim amounts cannot be altered once submitted. For these activities, Managed Resellers may submit the Microsoft specific cost of activities even if a non-microsoft operating system, productivity suite, server solution, collaboration suite software or device is present: Multi-Vendor Expositions (page 21) Tradeshows (page 22) What are Service Vouchers Pre-purchased service vouchers through a third party are eligible expenses. There are two ways to use these: 1. These may include hospitality and travel vouchers as well as technical services such as training, configuration/installation services. 2. If the partner is delivering the technical service, the actual cost of the service delivered may be claimed using a CSR form. The services offered must be fulfilled before claim submission. In such cases, in addition to normal proof of execution, partner must include documentation of the number of services redeemed (hours, classes, etc.).

12 :, Activity Guidelines 12 Definition activities have a broad reach and a defined audience size. They are usually associated with traditional advertising methods such as direct mail, , or online advertising. Claim Timing and Deadlines FY H1 Period (Jul - Dec) FY H2 Period (Jan Jun) Activity completed by: 15 Dec 15 Jun Claim and required documentation submission deadline: 15 Dec 15 Jun Eligible Activities These activities are eligible for reimbursement: , Direct Mail, Mobile/SMS Web/Online Advertising Activity Guidelines These guidelines apply to all activities. Specific requirements for each activity are available in the following pages. Activities may include components and messaging from complementary vendors. Activities must adhere to all international, national, regional, corporate, and local guidelines, laws and rules, standards of good taste, and privacy policies. Activities must adhere to standards of good taste and must not be sexually oriented or otherwise offensive or inappropriate. Microsoft reserves the right to request the originals of the required documentation. You must maintain all original documents for a period of 24 months from the activity date.

13 : Quick Reference 13 Activity Type Reimbursable Expenses Required Proof of Documentation* Direct Mail, , and Mobile SMS Page 14 Web/Online Advertising Page 15 Printing/Postage (direct mail) Media placement Agency fees** (including creative piece development cost) Database Acquisition for Direct Mail/ Media placement Agency fees** (including creative piece development cost) Copy of communication with Postmarked shipping envelope (direct mail) OR Dated header ( ) OR Photo of phone message (mobile) The number of targeted partners or customers Itemized third-party invoice(s) or CSR Forms** Live link if currently running OR web banner and landing page URL Screenshots of advertisement on website Itemized third-party invoice(s) or CSR Forms** Click through report from third-party*** * Claims and proof of execution must be received by the validation team no later than the Coop deadline stated. ** Agency fees and/or creative piece development cost by internal marketing staff are considered reimbursable expenses. Creative development piece executed by internal marketing staff will require a Certification Statement Report (CSR). ***If one document does not demonstrate adequate proof of compliance, or is unavailable, please supply documentation indicated as appropriate. Core Requirements - page 8 1 Prominently display Coop tagline 2 Include Company/Brand name and contact information. 3 Include a minimum of 30% Microsoft content that furthers the marketing and promotion of Microsoft software.

14 Direct Mail, , and Mobile SMS 14 Direct mail and and communication pieces that are mailed or delivered electronically to customers. The complete communication piece must meet the core requirements. Individual banners or graphics within an will not be eligible for reimbursement. ELIGIBLE EXPENSES Printing/Postage (direct mail) Media placement Agency fees (including creative piece development cost) Database Acquisition for Direct Mail/ CORE REQUIREMENTS Prominently displayed Coop Tagline 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Copy of communication (required) Postmarked shipping envelope (direct mail) OR Dated header ( ) OR Photo of phone message (mobile) The number of targeted partners or customers (required) Submitting your Claim Submit We recommend submitting your claim your within coop 45 claim days before of 15 completing December the or activity. 15 June of the current Deadline usage is 45 period days after the end of the usage period. Prominently displayed Company/Brand name and contact information Itemized third-party invoice(s) (required) Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software DID YOU REMEMBER TO? (REQUIRED) CSR for creative development or ing Agency Invoice (if applicable). For more information, refer to page 39/. Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category Deliver mail to a targeted list of new or existing customers? Comply with all international, national, regional, corporate, and local guidelines, laws and rules, standards of good taste, and privacy policies? From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Add your organization's address to the distribution list to later provide for required documentation? Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

15 Web/Online Advertising 15 Web/Online advertising includes web banners and advertising placed on a third party site and designed to drive traffic to the Managed Reseller s web site or offer page. The landing page plus the web banners must meet core requirements as a whole (e.g. contact information may be omitted from web banner advertisements if is included on the landing page). ELIGIBLE EXPENSES Media placement Agency fees (including creative piece development cost) CORE REQUIREMENTS Prominently displayed Coop Tagline Prominently displayed Company/Brand name and contact information 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software DID YOU REMEMBER TO? (REQUIRED) Place the ad on a Web site that has an established advertising rate? Place the ad on a third-party site of which not more than 10% partner/customer owned? Claims utilizing resellerowned engines should be reviewed under /E-Commerce activities and require a plan approval. 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Live link if currently running OR web banner and landing page URL (required) Screenshots of advertisement on website (required) Click-through report (recommended) Itemized third-party invoice(s) (required) CSR for creative development or ing Agency Invoice (if applicable). For more information, refer to page 39/. Submitting your Claim Submit We recommend submitting your claim your within coop 45 claim days before of 15 completing December the or activity. 15 June of the current Deadline usage is 45 period days after the end of the usage period. Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Place the ad on a site with content adhering to high standards of good taste? Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

16 Claims 16 activities are customer recruitment and education activities as well as market and business development activities that further the awareness, preference and sale of Microsoft offerings. Examples include customer-facing training events or seminars, business-to-business development tradeshows, and On-Site Champs. Typically, these marketing activities are designed for a specific customer audience. Claim Timing Requirements Claim amounts are limited to the approved plan activity cost and by the available funds at the time the claim is submitted. Claims submitted after the funds for that period have been fully utilized will not be approved. Best Practices Consider the following when planning activities and submitting claims for activities: activities must have a well-defined strategy and provide a compelling marketing ROI and other business growth metrics as discussed and agreed upon by the customer and their account manager. This can be accomplished by helping to ensure a targeted customer message, placing content in media that is targeted to specific market segments, having a compelling call-to-action, and providing a way for partners/customers to interact or respond. Coop Funds Claim Submission Process Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https:// microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select market development category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10. Plan Process 1 Perform marketing activity 2 Submit marketing activity claim 3 Send invoices and other documents to Microsoft Receive approval of 4 marketing claim 5 Receive payment from Microsoft

17 : Quick Reference * Claims and proof of execution must be received by the validation team no later than the Coop deadline stated. ** Found in the invitation to the event or presentation slides. *** Only Company name required. **** 100% focused on driving Microsoft initiatives. 17 Activity Type Coop Tagline Required Company/ Brand name & Contact Information Required Minimum 30% Microsoft Content Reimbursable Expenses Required Proof of Documentation* Additional Proof of (If one document does not demonstrate adequate proof of compliance, or is unavailable, please supply documentation indicated below as appropriate.) Microsoft Focused Customer Seminars Page 19 ** Signage and Display or Printed Materials Registration fees Agency fees External speaker fees Facility fees Equipment rental Catering Giveaways Invitation showing agenda List of registered guests Itemized third-party invoice(s) Event agenda (if not on invitation) Dated event photograph(s) and/or copies of printed materials Presentation deck showing a minimum 30% Microsoft content Floor Days Page 20 ** Signage and Display or Printed Materials Agency fees External speaker fees Equipment rental Catering Giveaways Invitation showing agenda Itemized third-party invoice(s) Event agenda (if not on invitation) Dated event photograph(s) and/or copies of printed materials Presentation deck showing a minimum 30% Microsoft content Events: Multi-Vendor Expositions Page 21 ** Signage and Display or Printed Materials Agency fees Catering Equipment Rental Giveaways External speaker fees Facility fees Registration fees Invitation showing agenda Itemized third-party invoice(s) Event agenda (if not on invitation) Dated event photograph(s) and/or copies of printed materials Presentation deck showing a minimum 30% Microsoft content Documentation of estimated number of attendees or number of people who visited the booth CSR form if applicable Tradeshows Page 22 Registration fees Signage and display or printed materials Agency Fees External speaker fees Facility fees Equipment rental Catering Giveaways Photograph(s) of booth Itemized third-party invoice(s) Tradeshow agenda Presentation deck showing a minimum 30% Microsoft content Additional photograph(s) Copies of printed materials Documentation of estimated number of attendees or number of people who visited the booth Internal Incentives (SPIFFs) Page 23 Signage and display or printed materials Agency Fees Giveaways Communication materials (printed or electronic) showing offer mechanics Itemized third-party invoice(s) Sample giveaway item(s) Photos Summary of results CSR form if applicable Telemarketing Page 24 *** ****100% Call center charges Agency Fees Database acquisition Copy of script Itemized third-party invoice(s) Summary of results Number of calls Successful contacts Continued on next page

18 : Quick Reference * Claims and proof of execution must be received by the validation team no later than the Coop deadline stated. ** Found in the invitation to the event or presentation slides. *** Only Company name required. **** 100% focused on driving Microsoft initiatives. 18 Activity Type Coop Tagline Required Company/ Brand name & Contact Information Required Minimum 30% Microsoft Content Reimbursable Expenses Required Proof of Documentation* Additional Proof of (If one document does not demonstrate adequate proof of compliance, or is unavailable, please supply documentation indicated below as appropriate.) On-Site Champ Page 25 ****100% Payment for services provided by On-Site Champ resources One or more samples of deliverables that meet or exceed Coop requirements Itemized third-party invoice(s) Summary of results (using the required form on page 40) Proof of Concept Services Page 26 Printed materials Costs Services Fees (see Activity page for more details) Agency fees Research Windows Tablets 8/8.1 Copies of developed materials Itemized third-party invoice(s) and/or CSR form Descriptions of the proposed solution and target audience Description of research, or pilot, or case study (including description of Microsoft component) Description of demonstration or prototype developed (including description of Microsoft component) Copies of supporting documents E-Commerce Page 27 Agency fees ming and development Screen shots or live URL Itemized third-party invoice(s) Customer reach (# of clicks, click rate, etc.) CSR form if applicable Web Syndication Page 28 Agency fees Placement Costs Main screen shot of URL and location where the syndication asset is located URL of the landing page where the ing Center syndication content is located Itemized third-party invoice(s) Customer reach (# of clicks, click rate, etc.) CSR form if applicable Search Engine Optimization Skyrocket Page 29 Agency fees ming and development Initial SEO optimization and maintenance Statement of Work from SEMDrive (Skyrocket agency) Itemized third-party invoice(s) Screen shot of landing page or live URL Social Media or Mobile Commerce Page 30 Agency fees Media placement for advertising ming and development Electronic file of the ad, , or tweet (screenshot) and live URL Itemized third-party invoice(s) Click-through report from third-party Customer reach (# of clicks, click rate, etc.) CSR form if applicable

19 Microsoft Focused Customer Seminars 19 Seminars are customer-facing sales training or solution presentation events. Typically the content presentation is developed by the partner or provided by Microsoft and the attendance list (attendee name and company) is developed by the partner. Podcasts, video on demand, simulcasts, Hands on Lab online, and virtual events are also eligible. The goal is to increase Microsoft software sales by having all sales staff focused on selling Microsoft software for the day. See Activity Example on page 34. ELIGIBLE EXPENSES Signage and Display or Printed Materials Table-top signage and handouts Large table-top sign Product sheets, sales sheets, promotional materials Event binders and attendee materials Registration fees Agency fees External speaker fees Facility fees Equipment rental Catering (excluding alcohol) Giveaway items 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Invitation showing agenda (required) List of registered guests (required) Event agenda (if not on invitation) and/or presentation deck and/or photos (recommended) Itemized third-party invoice(s) including items contracted for delivery, date delivered, amount (required) Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ CORE REQUIREMENTS Prominently displayed Company/Brand name and contact information in the event invitation or presentation slides 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software DID YOU REMEMBER THAT? (REQUIRED) Ensure that the materials do not mislead audience that the event is sponsored by Microsoft? CSR for creative development or ing Agency Invoice (if applicable). For more information, refer to page 39/. When delivering a seminar for a product with multiple license types (such as Windows Server), can Coop funds be split across programs? For example, 50% OEM Coop funding and 50% Commercial Coop funding. It depends. If there are 2 events, the cost of events can be split by submitting a claim for 1 event under Commercial Coop and the other event under OEM Incentives. However, Submitting the cost for the same event in both OEM and Commercial will likely result in a rejection due to double claiming on the exact same activity. Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Best Practices (also for Multi-Vendor Expositions) Provide giveaways to attract attendees, increase participation, and collect customer information. Customize your event or seminar strategy based on the unique needs of your business. Announce an incentive to encourage your attendees to perform follow up actions. Leverage the Microsoft Business Model Transformation consultants to deliver workshops to potential cloud partners. Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

20 Floor Days 20 Floor Days are days dedicated for the s sales staff to focus on the sale of Microsoft software. They often include specialized activities including Microsoft product trainings, special one-day sales incentives, catering for the sales floor, dedicated call downs, etc. The goal is to increase Microsoft software sales by having all sales staff focused on selling Microsoft software for the day. ELIGIBLE EXPENSES Signage and Display or Printed Materials Table-top signage and handouts Large table-top sign Product sheets, sales sheets, promotional materials Agency fees External speaker fees Equipment rental Catering (excluding alcohol) Giveaway items CORE REQUIREMENTS Prominently displayed Company/Brand name and contact information in the event invitation or presentation slides 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Invitation showing agenda (required) Event agenda (if not on invitation) and/or presentation deck and/or photos (recommended) Itemized third-party invoice(s) including items contracted for delivery, date delivered, amount (required) CSR for creative development or ing Agency Invoice (if applicable). For more information, refer to page 39/. Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software DID YOU REMEMBER THAT? (REQUIRED) Ensure that the materials do not mislead audience that the event is sponsored by Microsoft? Best Practices (also for Multi-Vendor Expositions) Provide giveaways to attract attendees, increase participation, and collect customer information. Customize your event or seminar strategy based on the unique needs of your business. Announce an incentive to encourage your attendees to perform follow up actions. When delivering a seminar for a product with multiple license types (such as Windows Server), can Coop funds be split across programs? For example, 50% OEM Coop funding and 50% Commercial Coop funding. It depends. If there are 2 events, the cost of events can be split by submitting a claim for 1 event under Commercial Coop and the other event under OEM Incentives. However, Submitting the cost for the same event in both OEM and Commercial will likely result in a rejection due to double claiming on the exact same activity. Leverage the Microsoft Business Model Transformation consultants to deliver workshops to potential cloud partners. From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim When Fill in delivering the details a floor about day for the a activity product with in multiple the fields license displayed types (such as Windows Server), can Coop funds be split across programs? For example, 50% OEM Coop Click on Claim button funding and 50% Commercial Coop funding. Send your invoice, a copy of the coop It marketing depends. If there claim are form, 2 events, and a the hard cost copy of events of required can be split POE by documentation submitting a claim to for 1 event Microsoft. under Commercial Details are Coop on page and the 10. other event under OEM Incentives. However, Submitting the cost for the same event in both OEM and Commercial will likely result in a rejection due to double claiming on the exact same activity.

21 Events: Multi-Vendor Expositions 21 Multi-vendor expositions promote the sale of Microsoft products to a large audience through demonstrations and handouts. They include other vendors and are hosted by the Reseller. Only the Microsoft portion of the event is eligible for reimbursement. See Activity Example on page 35. ELIGIBLE EXPENSES Signage and Display or Printed Materials Booth signage Table-top signage and handouts Large table-top sign Product sheets, sales sheets, promotional materials Event binders and attendee materials Agency fees Equipment rental Catering (excluding alcohol) CORE REQUIREMENTS Giveaway items Registration fees Facility fees External speaker fees Prominently displayed Company/Brand name and contact information in the event invitation or presentation slides 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Invitation showing agenda (required) Documentation of estimated number of attendees or number of people who visited the booth (recommended) Event agenda (if not on invitation), presentation deck, additional photos, printed materials (recommended) Itemized third-party invoice(s) including items contracted for delivery, date delivered, amount (required) CSR for creative development or ing Agency Invoice (if applicable). For more information, refer to page 39/. Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category DID YOU REMEMBER TO? (REQUIRED) From the drop down menu, select the appropriate marketing activity Ensure that materials do not mislead audience that the event is sponsored by Microsoft? Enter the available marketing funds to claim Submit the claim for only the Microsoft portion of the cost? Fill in the details about the activity in the fields displayed Click on Claim button Reimbursement for multi-vendor expositions is based on the percentage of activity that is dedicated to Microsoft content. To calculate reimbursement for general event expenses, divide the total cost of the event by the number of spaces available then multiply by the number of spaces dedicated to Microsoft. For example, a 5-booth event has 2 booths dedicated to Microsoft and contains at least 30% Microsoft content. 2/5 = 40% of the total event cost is eligible. Any item, such as signage or printing, that is exclusively Microsoft, is eligible for 100% reimbursement. Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

22 Tradeshows 22 Tradeshows are third-party events that are held and participated in by multiple vendors in a specific industry. A Managed Reseller may participate at a third party tradeshow to promote Microsoft products. If a Managed Reseller is hosting the event, the claim should be considered under Multi-Vendor Expositions. See Activity Example on page 36. ELIGIBLE EXPENSES Signage and Display or Printed Materials Booth signage Table-top signage and handouts Large table-top sign Product sheets, sales sheets, promotional materials Tradeshow binders and attendee materials Agency fees External Speaker fees Facility fees Event equipment rental Catering (excluding alcohol) Registration Fees for tradeshow participation and booth Giveaway Items CORE REQUIREMENTS Prominently displayed Company/Brand name and contact information 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software DID YOU REMEMBER THAT? (REQUIRED) Ensure that the booth and materials do not mislead audience must not mislead audience that the event is sponsored by Microsoft? Microsoft should make up 30% minimum of brands promoted in the booth? 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Photo of booth (required) Documentation of estimated number of attendees or number of people who visited the booth (recommended Agenda, presentation deck, additional photos, printed materials (recommended) Itemized third-party invoice(s) including items contracted for delivery, date delivered, amount (required) CSR for creative development or ing Agency Invoice. For more information, refer to page 39/. (if applicable) How is 30% Microsoft content determined for a tradeshow booth? If the partner is featuring various brands or products, 1/3 of those should be Microsoft. If 3 companies are featured, one should be Microsoft. If 10 products are featured, 3 should be Microsoft at a minimum. Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Reimbursement for tradeshows is based on the percentage of activity that is dedicated to Microsoft content. Only the costs associated with the promotion of Microsoft software and online services will be reimbursed. If the booth contains at least 30% Microsoft content, then the Microsoft proportion of the registration fee will be eligible. If the booth is 100% dedicated to Microsoft, then the Reseller can claim 100% of booth costs. Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

23 Internal Incentives and SPIFFs 23 SPIFFS are activities in which prizes are awarded to Managed Reseller employees (e.g. sales staff) for achieving specific goals. SPIFF incentive awards may only be determined based on overall achievement relative to a peer group of sales people. See Activity Example on page 37. ELIGIBLE EXPENSES Signage and display or printed materials supporting the offer Agency Fees Giveaway items May include up to twenty (20) systems with preinstalled Microsoft software per program period. Must not include Microsoft software (except as specified above). May include Microsoft Windows Phones. Must not be used to provide cash, store credit, or service rebates on any kind of systems sold. Must be limited to $50,000 USD and should be no more than 25% of total funds accrued per Coop period. CORE REQUIREMENTS 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Communication materials (printed or electronic) showing offer mechanics (required) Sample giveaway items, photos, and summary of results (recommended) Itemized third-party invoice(s) (required) CSR form (For more information, refer to page 39/.) (if applicable) Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds Prominently displayed Company/Brand name and contact information. (Internal contest rules will suffice as contact information if the Company/Brand name is included in the communications material.) Giveaway items that cannot physically contain the core requirements must come with supporting communication material that demonstrates the core requirements. Examples include advertisement, direct mail, brochure with a photo or message about giveaway. Best Practices Internal Incentives/SPIFFS are most effective when clear goals and timelines are set and the incentive is related to the goals. From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software Fill in the details about the activity in the fields displayed DID YOU REMEMBER TO? (REQUIRED) Not include Microsoft software except as specified? Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10. SPIFFS must be limited to $50,000 USD and should be no more than 25% of total funds accrued per Coop period. Microsoft will not reimburse for SPIFF incentive awards on a per-unit basis.

24 Telemarketing 24 Telemarketing involves calling partners/customers or potential customers to promote and sell Microsoft products. It can be an effective tool to prospect for leads, communicate directly with customers and build a sales pipeline. ELIGIBLE EXPENSES Call Center Charges (third party) Agency Fees Database Acquisition 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Copy of Script (required) Submitting your Claim CORE REQUIREMENTS Company/Brand name must be written in the telesales script. Contact information is implied in the call to action. Summary of Results (Number of Calls/Number of Successful Contacts) (recommended) Itemized third-party invoice(s) (required) Submit your coop claim before 15 December or 15 June of the current usage period 100% focused on Microsoft content DID YOU REMEMBER TO? (REQUIRED) Indicate that the call is from your company and not from Microsoft? Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds Use the appropriate trademarked names for software in the script? Mention the specific Microsoft product being promoted? Utilize telemarketing for special initiatives? For example, upgrade or competitive campaigns. From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Best Practices Focus on communicating the most important message and driving a response. Appeal to partner/customers by meeting a specific need. Have a strong call to action and response mechanism. Use a targeted, focused and clean list. Test multiple lists and offers to determine impact. Use Microsoft Customer Opportunities Insights Tool (SHOOT) to target resellers for contact. Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

25 On-Site Champ 25 Special initiatives or strategic incubation projects within a period of less than a year that demonstrate clear business development results such as Microsoft solutions competitive wins and sales uplift. See Activity Example on page 38. ELIGIBLE EXPENSES Payment for services provided by On-Site Champ resource(s) with approval of the Sales Objective documentation as part of the MD Activity Plan. Additional activities driven by the On-Site Champ should follow Coop guidelines for each specific activity and be filed as separate claims. For example: Managed Reseller Blitz Days and kits follow guidelines for events. Sales incentives follow guidelines for offers and incentives. CORE REQUIREMENTS FOR PAYMENT Services that are focused on Microsoft activities (100% focused on driving Microsoft initiatives) DID YOU REMEMBER THAT? (REQUIRED) On-Site Champ driven activities must follow Coop guidelines and requirements for each specific activity? Coop funds are not eligible for administrative or operational tasks, management of Coop funds, and general sales function? 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Samples of deliverables that meet or exceed Coop core requirements (required) Summary of results using the format shown on page 40 (recommended) Itemized third-party invoice(s) Coop funds DO NOT cover: Administrative or operational tasks Management of Coop Funds General Sales Function Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Examples of On Site Champ Activities That Would be Eligible for Coop Funds Drive Cloud partner Business Model Transformation events and activation. Conduct Office and Windows Server Campaign for targeted partners and follow up with outbound calls. Organize an internal Managed Reseller Sales Rep blitz and training on Windows 8 and Office and/or Windows Server Organize and deliver presentations at Managed Reseller seminars. Arrange a tech talk for Managed Reseller System Engineers. Conduct a sales contest or rewards point system for Managed Reseller Sales Representatives to increase sales of products and licenses determined by Account or Region Manager. Perform data mining (such as using the Microsoft Customer Opportunities Insights Tool (M-COIT) for a special initiative and organizing call-down plans. Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

26 Proof of Concept Services 26 Proof of Concept Services refer to the work performed by the partner to set up a working model of the solution being proposed to the customer for demonstration and evaluation purposes. PROOF OF CONCEPT SERVICES A Proof of Concept is the realization of a certain method or potential business solution that demonstrates its feasibility. Proofs of Concept can provide justification to customers to reinforce their decision to proceed with a Microsoft-based solution from a Managed Reseller. Coop funds can be used to pay for expenses for activities incurred in the development of a Proof of Concept. CORE REQUIREMENTS Prominently displayed Company/Brand name and contact information 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software ALLOWABLE EXPENSES Allowable expenses are payment for services provided by the professionals performing the concept services. These include the time incurred in setting up the working model of the solution involving a specific Microsoft product. Setting up a technology demo center (like a Microsoft Technology Center MTC) in the Managed Reseller's office allows resellers to show their customers about the solution, the labor cost to set up the demo center is reimbursable. The cost of the hardware or the venue (building rent, electricity) cannot be reimbursed as it is considered a capital expenditure. The cost of the Microsoft software is not reimbursable as they should get the license rights from their Internal-Use rights benefit. PROOF OF CONCEPT GUIDELINES Include a prominently displayed brand of Managed Reseller. Name and Microsoft product being featured in printed materials. All print materials meet branding and logo usage guidelines (page 10). Must have a target customer audience. ELIGIBLE ACTIVITIES Proof of Concept activities include: Demonstration or Prototype Feasibility Study Solution-focused Research Solution Costs Case Study Pilot Costs ALLOWABLE EXPENSES Third-party expenses associated with: Printed materials Costs Agency fees Research Services Fees Fees for professionals who develop elements of the proof of concept Time incurred in setting up the working model of the solution involving a specific Microsoft product. Set up of a technology demo center (like a Microsoft Technology Center MTC) in the Managed Reseller s office, allowing them to demonstrate the solution Labor cost to set up the demo center is reimbursable. Windows 8 Tablets - Up to $2,400 USD or 5% of available coop (whichever is more) can be used per fiscal semester for the purchase of tablets running Windows 8 (and 8.1). NON-ALLOWABLE EXPENSES Cost of the hardware or the venue (building rent, electricity) as it is considered a capital expenditure. The cost of the Microsoft software is not reimbursable as they should get the license rights from their Internal-Use rights benefit. REQUIRED PROOF OF EXECUTION Copies of developed materials (required) Descriptions of the proposed solution and target audience (required) Description of research, or pilot, or case study (including description of Microsoft component) (recommended) Description of demonstration or prototype developed (including description of Microsoft component) (recommended) Copies of supporting documents (required) Itemized third party invoice(s) for payment for services provided by resource(s) and/or CSR form (For more information, refer to page 39/.) (required) Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

27 E-Commerce 27 E-Commerce is an activity to promote solutions or set up online storefronts to drive sales of Microsoft software licenses. ELIGIBLE EXPENSES Actual costs for Agency Fees ming and development 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Submitting your Claim Screen shots or live URL (required) CORE REQUIREMENTS Prominently displayed Coop Tagline Customer reach (# of clicks, click rate, etc.) (recommended Submit your coop claim before 15 December or 15 June of the current usage period Prominently displayed Company/Brand name and contact information 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software Itemized third-party invoice(s) (required) CSR form for payment for services provided by resource(s) For more information, refer to page 39/. (if applicable) Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Best Practices Web page placement: Key Product pages help create value by showing additional benefits to products. Include an Add to Cart or Buy Now link on the page Include contact information, such as phone number, on the page. Banners: Place banners on key pages, including the home page, that link to product pages. This allows better measurements of results and expands communication opportunities. Configuration drop-down menus: Create up-sell or cross-sell opportunities by configuring drop-down menus with Microsoft products. Put helpful sales and marketing tools from Microsoft on your website such as: Gear Up sales toolkit quick reference sales sheet on each Microsoft product Licensewise helps resellers get the right license and SKU configuration given customers need Demos and online tutorials Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

28 Web Syndication Web syndication is an activity to promote solutions or set up online storefronts to drive sales of Microsoft software licenses. Web Syndication is the placement of Microsoft created and maintained content on the Managed Reseller s Web site. Easy to use and integrate, syndication can increase the content value of Managed Reseller web sites and help customers learn about Microsoft products. ELIGIBLE EXPENSES Actual costs up to $18,750 per program period for: Agency fees Placement Costs CORE REQUIREMENTS Prominently displayed Coop Tagline Prominently displayed Company/Brand name and contact information 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software Note: The core requirements can be met on the landing page hosting the syndication. ADDITIONAL REQUIREMENTS The link should be two clicks away from the main page or in the first page of the product page Content must be official syndication from the Microsoft ing Center (PMC) Portal at https://readytogo.microsoft.com/en-us/pages/home.aspx Best Practices PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Main screen shot of URL and location where the syndication asset is located (required) URL of the landing page where the PMC syndication content is located (recommended) Customer reach (# of clicks, click rate, etc.) (recommended) Itemized third-party invoice(s) (required) Web page placement: Key Product pages help create value by showing additional benefits to products. Include an Add to Cart or Buy Now link on the page Include contact information, such as phone number, on the page. 1 CSR form for web syndication placement costs per standard rate cards. For more information, refer to page 39/. (if applicable) How do I participate in Web Syndication? Please contact your Account Manager to see if syndication is available in your area and for additional details. Banners: Place banners on key pages, including the home page, that link to product pages. This allows better measurements of results and expands communication opportunities. Configuration drop-down menus: Create up-sell or cross-sell opportunities by configuring drop-down menus with Microsoft products. Put helpful sales and marketing tools from Microsoft on your website such as: Gear Up sales toolkit quick reference sales sheet on each Microsoft product Licensewise helps resellers get the right license and SKU configuration given customers need Demos and online tutorials Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

29 Search Engine Optimization Skyrocket 29 Microsoft Skyrocket is a digital marketing program that helps cloud partners attract customers, lower customer acquisition costs, and increase content relevancy to their site. It also is an important service part of the Digital Baseline project to sell more Office 365. Search Engine Optimization for regular website and mobile website only through Skyrocket. May not be available in all languages - please check at For more information, visit https://readytogo.microsoft.com/global/ Pages/MSSkyrocket.aspx ELIGIBLE EXPENSES Actual costs up to $3,000 USD per program period for: Agency fees ming and development Initial SEO optimization and maintenance 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Statement of Work from SEMDrive (Skyrocket agency) (required) Itemized third-party invoice(s) (required) Screen shot of landing page or live URL (required) Submitting your Claim Submit your coop claim before 15 December or 15 June of the current usage period Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ CORE REQUIREMENTS Under the Claims menu, select Claim ing Funds Prominently displayed Coop Tagline Prominently displayed Company/Brand name and contact information 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Fill in the details about the activity in the fields displayed Click on Claim button Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

30 Social Media or Mobile Commerce 30 Social Media or Mobile Advertising is paid placement for advertising within social network sites. Social Media Community and Pages are earned (unpaid placement) within social networking sites. Mobile Commerce is activities that supports mobile E-Commerce efforts such as the development of a mobile-friendly web site or mobile application. ELIGIBLE EXPENSES Media Placement Costs (Social Media Advertising) Agency Fees ming and development 1 PROOF OF EXECUTION REQUIREMENTS: KEEP AND SUBMIT THE FOLLOWING: Submitting your Claim CORE REQUIREMENTS Prominently displayed Coop Tagline Screen shots or live URL (required) Customer reach (# of clicks, click rate, etc.) (recommended) Submit your coop claim before 15 December or 15 June of the current usage period Prominently displayed Company/Brand name and contact information Click-through reports (recommended) Visit the Manage reseller Incentive at https://microsoftclub.microsoft.com/ 30% minimum Microsoft content that furthers the marketing and promotion of Microsoft software Note: For Twitter activities, the core requirements can be met by including a link within the Twitter post to the reseller's landing page where it fulfills the requirements. SELECT THE CORRECT ACTIVITY CATEGORY Social Media or Mobile Ads: Facebook ads, LinkedIn campaign, promoted tweets on Twitter, in-app advertising, and chat box advertising. Itemized third-party invoice(s) (required) CSR form for payment for services provided by on-site resources. For more information, refer to page 39/. (if applicable) Under the Claims menu, select Claim ing Funds From the drop down menu, select demand generation marketing category From the drop down menu, select the appropriate marketing activity Enter the available marketing funds to claim Social Media Community: Company pages on Facebook, Twitter, etc., Company-owned blog posts, development of a Facebook application, graphic design for online sites. What are examples of Social Media Advertising? Fill in the details about the activity in the fields displayed Click on Claim button Mobile E-Commerce: of a mobile friendly site, of a mobile application (App), of mobile coupons (QR codes). Facebook ads, LinkedIn campaign, promoted tweets on Twitter, in-app advertising, and chat box advertising. Send your invoice, a copy of the coop marketing claim form, and a hard copy of required POE documentation to Microsoft. Details are on page 10.

31 31 is for the Managed Reseller s internal sales and technical personnel and includes specific expenses related to product training, certification, and Microsoft conferences that help develop the partner s sales and technical expertise on Microsoft software and solutions. activities must be 100% Microsoft focused. Eligible Activities Microsoft Network registration fees and the first set of plaque and DVD Official Microsoft curriculum for training through and exam fees Registration Fees for approved conferences for up to three (3) attendees (Worldwide Conference, Tech Ed, and Microsoft Local Conference) For Worldwide Conference, Tech Ed, and Microsoft Local Conference only, airfare and hotel room rate only (room service, minibar, laundry, etc. are not eligible) up to $3,000 USD per person. Airfare and hotel should be submitted in one claim per person. Limit is three (3) attendees per conference. Microsoft On-Site Training - 100% Microsoft focused training for the Managed Reseller. Third party expenses for catering, equipment rental, external speaker fees, and signage and display or printed materials. The following expenses are not covered: Travel expenses, meals, mileage, and any other travel costs (except as otherwise defined for selected events). Upgrades or add-ons for airfare/hotel. Materials other than predefined course materials. Training or exams not listed on Testing environments and other technology. Claim Timing Requirements claims may be submitted for any qualifying readiness activity that has taken place within the 6 month usage period. Claims are based on completion date of activity. For the Worldwide Conference in July, claims are filed during the H1 usage period. For MPN fees, claims should be filed based on date of enrollment completion (including payment). For training and exam fees, claims should be filed based on the date of completing training or exams. Training vouchers may only be claimed after the completion of a training course. s must submit invoices for the vouchers and provide a certificate, or a completion document, that state the dates of when the course was taken completed. Claims made for courses taken during H1FY13 must be submitted prior to December 15 while claims made for courses taken during H2 must be submitted prior to June 15. Submit claims as outlined on page 10. For questions, please contact Required Proof of Itemized third-party invoice(s) specific to activity. For example: Microsoft Network Registration Fees Original invoice issued by Microsoft Microsoft Training Tuition fees Invoice with course code and dates of completion Attendee list and per person cost Microsoft Exam fees Invoice with exam number and date of completion Microsoft Conference Registration fees Third-party invoice Microsoft Conference travel fees Flight itinerary with travel dates Third-party invoice for airfare and hotel Microsoft On-Site Sales Training Training Agenda and Microsoft presentation content Itemized third-party invoice(s) for reimbursable expenses and Training Activities Microsoft Network registration fees Reimbursable Expenses Annual enrollment fee First set of plaque and DVD as part of enrollment Microsoft training tuition fees exam fees Microsoft conference registration fees (Worldwide Conference, Tech Ed, Microsoft Local Conference) Microsoft Official Curriculum through Required classes and exams for certifications and competencies Recommended certification exams Tech Ed, Microsoft Local Conference) Registration fee for up to three (3) attendees Microsoft conference airfare/hotel expenses (Worldwide Conference, Tech Ed, Microsoft Local Conference) Microsoft On-site Sales Training Airfare and hotel room rate only up to $3,000 USD per person. Note: Room service, mini-bar, laundry, etc. are not eligible. Airfare and hotel should be submitted in one claim per person. Limit is three (3) attendees per conference. Itemized third-party invoice(s) for catering, equipment rental, external speaker fees, and signage and display or printed materials

32 32 Coop ing Plan Recommendations In this section, guidance is provided to Managed Resellers on how Microsoft recommends their Coop marketing dollars are planned and spent throughout the fiscal year. There are three primary Microsoft campaigns that Microsoft partners can use. The following page explains this in more detail.

33 - FY14 Managed Reseller Priorities & Coop Focus 33 1 Suggested Performance Indicators are not the same as Proof of (POE) requirements. For more information on a specific activity's POE, refer to the individual activity page.

34 - Seminar Example 34 Seminar Invitation Seminar Photo

35 - Multi-Vendor Exposition Example 35 Multi-Vendor Exposition Invitation

36 - Tradeshow Example 36 Booth Agenda Presentation

37 - Internal Incentives/SPIFFs Example 37 Internal Incentives/SPIFF Example

38 - On-Site Champ Example 38 Presentation Name of Person Title Dates of Assignment Activity Focus (Sales, Pre-Sales, or ing) Quarterly Target/Goals (Revenue or Quantity) Achievement for Quarter (Revenue or Quantity) Expense Amount for Quarter* Quarterly Target/Goals (Revenue or Quantity) $ $ Sales Objectives $ $ *Must be substantiated by an itemized third-party invoice. Required Form for Summary of Results

39 - Certification and Statement Report 39 Sample of a CSR Form A Certification Statement and Report (CSR) may be used to request reimbursement to offset costs and/or expenses incurred by the Managed Reseller solely in connection with the implementation of certain Coop supported marketing activities. Managed Resellers who develop their Coop advertising and activities through their internal marketing services staff instead of using a third-party agency may use the CSR in lieu of an itemized third-party invoice. The marketing activities covered are listed on the CSR form.. The CSR form: Must be completed in its entirety. May not be used to claim expenses that are not eligible for reimbursement. Must be signed by a senior officer of Company and returned to Microsoft. Print out the form, physically sign and send as a hard copy to Microsoft. Is subject to verification upon request from Microsoft (or Microsoft designated claim validation entity). Is available on Explore.ms or the Managed Reseller Coop Activation Kit (http://www.managed-reseller-activation-kit.com/) and has further instructions for claiming. Best Practices Ensure that the CSR is correctly and fully completed, paying extra attention to the following items: The claim type marked in box 1 and total amount in box 4 must match the submitted claim type and invoice amount entered into the EMEA Managed Reseller Incentive tool. Select appropriate ing Expense(s) in box 3. If Other is selected, provide an explanation of the specific expense(s) claimed. Please note that restating the claim type is not considered an eligible expense. Be sure to select the currency of the expenses being claimed in the "Select Currency" dropdown. Complete all entries in box 5, including a signature of a senior officer of the Company

40 - Payment Processing and Tax Requirements 40 Payment Processing On the 15th day of each month, or on the next business day, the Managed Reseller Incentive system will generate a payment file containing payment values for Coop ing Funds claims. All Claims that have been approved by the 14th day of the month will be included in the payment run. Claims made after the 14th day will be included in the following month s payment run. Currency Exchange Rates Coop funds will be displayed and paid in the 's currency per the associated payment profile with Microsoft. Claims can be accepted in multiple currencies and will be paid in the s currency. Microsoft will use the foreign exchange mid-range rate published by Reuters in the Financial Times on the Wednesday before the last day of the Microsoft fiscal month before the payment due date. If Reuters does not publish such rate on the Wednesday before the end of the Microsoft fiscal month, Microsoft will use the previously published rate. Taxes The Rebates and/or Coop Funds a Company receives under this include any applicable goods and services tax, value added tax, sales tax, gross receipts tax, or any other tax that is applicable as a result of the services provided by Company to Microsoft. Consequently, it is solely the Company s responsibility to report and pay all applicable taxes or duties that may be required under any appropriate laws related to the Rebates and/ or Coop Funds it receives. The Company must consult its own tax advisor with any question or concern about the taxes that apply to it. Payments 30 to 45 days from the end of each month in the form of a Microsoft purchase credit note.

41 - ing and Training Resources 41 Trainings: Managed Reseller Coop Activation Kit: Worksheets, resources, guidelines, more Materials: ing Guidebook Explore.ms, or at Activation Kit CSR (Certification Statement Report) Form Explore.ms, or at Activation Kit Tagline Translations Explore.ms, or contact Other Resources: ing Center / Managed Reseller Resource Page (https://partner.microsoft.com) Contacts Coop Assistance: Business Model Transformation Workshop Guidance or under Cloud at: (https://partner.microsoft.com) Microsoft Customer Opportunities Insights Tool (SHOOT) and Training

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