HP’s Kobi Elbaz shares the latest on HP’s Amplify program, including what’s new with Amplify Data Insights.
It’s been two years since HP introduced its Amplify program. And what a wild two years it has been. Not everyone was keen on the program when first introduced, even though dealers could choose to participate or not. Fears about how HP would use the data have turned into much ado about nothing despite a vocal minority still fanning the flames.
Initial misconceptions around the program stemmed from dealers operating from a 20th-century mindset, and some misconceptions may have been a communication issue between HP and certain dealers and industry observers. However, I’m unsure of the latter after writing about dealer concerns and HP’s response to those concerns in an article published in the May 2021 issue of The Cannata Report. HP was very clear about explaining how they would be using and sharing the data and adamant that they had no intention of stealing a dealer’s customers so they could market to them directly.
Two weeks ago, I spoke with Kobi Elbaz, SVP & general manager of HP’s Global Channel Organization for an update on the Amplify program. Elbaz is leading these partner program updates. In part one of a two-part series, he shares the company’s vision for the channel, including the latest enhancements to HP Amplify Data Insights. He also responds again to the concerns about how HP leverages this data. In part two, Elbaz shares the latest on Amplify Impact, HP’s sustainability program, and Curiocity, a new training and partner community engagement platform.
Amplify consists of Data Insights, which is focused on collaborating with channel partners using data; Amplify Online, which is how HP engages with partners and improves its online digital presence; and Amplify Impact, which focuses on sustainability. The Amplify program was designed to change how HP engages with channel partners while addressing key industry trends, including the increased use of data to better drive business and customer experiences. “The good news for us is those trends have accelerated in the last two years, said Elbaz. For example, HP saw increased interest in online data usage and sustainability during the pandemic.
Amplify Data Insights is how HP collects and collaborates around data. “It is not only engaging on performance-based compensation with channel partners like most of the programs in the industry but is focused on three elements: collaboration, capabilities, and performance,” explained Elbaz.
Asked about dealer concerns about sharing data, Elbaz reported that 99% of HP’s channel partners use Amplify, and 98% share data with HP. He also emphasized HP’s commitment to the channel and how much of HP’s growth during the past 12 months has come from the channel. “The channel sees our commitment, and we drive the business together,” said Elbaz. “We are happy to see that [most] channel partners see the advantage and benefits of Data Insights. The feedback we’re getting from the channel is that they are getting value from that.”
Elbaz acknowledged that collaborating around data was revolutionary to many channel partners who didn’t understand the value of sharing and engaging around this data. HP will even help train channel partners to use the data that Elbaz says improves customer satisfaction and generates more sales. “When you talk to the customer based on facts, you drive a better sales conversion,” he added. “Every week, we load more than 14 billion data points into our dashboard. Using HP data from our customer support, engineering, etc., we are already giving our channel partners a lot of recommendations and analytics.” This includes upgrade and renewal recommendations that can lead to additional sales. Channel partners can also use the data to see how they perform compared to the industry and how they perform compared to specific verticals.
During the Amplify Executive Forum in August, HP announced additional automation in how data is collected and shared in Amplify Data Insights. Those recommendations were based on channel partner feedback. For example, some partners want to use the data for managing their salesforce by integrating it into their CRM system. As a result, HP has started a pilot program with key partners worldwide to develop APIs for integration into a CRM system. In addition, channel partners have requested more account-specific, action-oriented recommendations to drive more sales.
“We continue to be committed to the channel and drive business together,” said Elbaz. “In the last 12 months, we grew our business with our channel partners by more than $6 billion.”
If the number of channel partners using Amplify and sharing data is correct, that is definitely something to think about.