HP has introduced new online sales and marketing tools for its channel to help improve profitability.
Recently appointed Solutions Partner Organisation director, Paul Robson, said it had launched an e-catalogue which enabled resellers to produce co-branded marketing material based on HP's products database.
"We've invested hundreds of thousands of dollars on small business demand generation for the channel. This gives resellers flexibility on pricing and branding," he said.
The new HP catalogue offers similar vendor marketing tools to Intersell's TechLink service, available to resellers exclusively through Ingram Micro. However, Intersell general manager, Wayne Troy, was unconcerned by the news, claiming it was now more focused on providing ecommerce capabilities.
"We don't see this as competition - HP is still a partner of ours and provides all of the demand information we need for our [TechLink] tools," he said. "I think what HP is offering is beyond what Campaign Builder can do. Our focus is on ecommerce tools and quoting capabilities."
As previously reported in ARN, HP recently opened up all of its retail products to distribution in a bid to level the playing field for resellers battling against the mass merchants for SOHO and small business mindshare.
"We can offer resellers the full solutions kit to enable them to address that market," Robson said.
He was promoted to partner director from group manager of product marketing for HP's Personal Systems Group. Robson replaced former director, Martin Dare, who left HP in February.
He said ensuring partners had a consistent, predictable channel framework was top of his duties list.
"My strategy is in three areas: growth and profitability in our partner's business as well as ours, consistency around channel programs and engagement, and predictability," he said. "Things like the rules of engagement are not an issue anymore as we have consistent policies. It's about having a co-dependent relationship with partners."