In today’s fast-evolving IT ecosystem, staying ahead of the curve is no longer optional, it’s essential. Whether you’re servicing the SMB market or operating at the enterprise level, partners are under increasing pressure to deliver measurable marketing outcomes while navigating the realities of limited time, lean teams, and constrained budgets. The pace of digital transformation only adds to this complexity. Fortunately, vendor programs and Marketing Development Funds (MDF) offer a powerful lever to help partners overcome these challenges. When used strategically, these programs can amplify reach, drive demand, and accelerate growth - turning marketing from a hurdle into a high-impact opportunity.
"We understand that not every partner has a full-scale marketing team, and that’s why these programs exist. From co-branded assets and MDF funding to concierge-style assistance, our vendors make it simple for partners to amplify their reach and strengthen their brand without overextending their time or budget." Laura Margetts (McKenzie) General Manager - Marketing.
These programs are designed to amplify your reach and visibility by providing access to co-branded assets, digital content, and go-to-market toolkits. With these resources at your fingertips, you can launch professionally crafted campaigns that resonate with your audience without the heavy lifting. Whether you're planning a webinar, running a targeted campaign, or hosting an event, these programs offer the tools and support to make it happen.
One of the most powerful aspects of marketing partner programs is the credibility they bring. Aligning with reputable vendors enhances your brand’s trustworthiness in the eyes of customers. Through certifications, badges, and co-branded content, your business benefits from the endorsement of globally recognised technology leaders. This not only builds confidence with your clients but also sets you apart in a competitive market.
Financial support is another key advantage. Many vendors offer Marketing Development Funds (MDF), rebates, and growth accelerators to eligible partners. These incentives can significantly reduce your marketing spend while enabling you to invest in high-impact activities. It’s worth taking the time to review your vendor portfolio and understand which programs you qualify for, there’s often more available than you might think.
Even if you don’t have a marketing team, you’re not alone. Many vendors provide editable portals where you can upload your logo and access ready-made campaign materials, spec sheets, and imagery. These platforms are intuitive and designed to empower partners to execute campaigns with minimal effort. Some even offer concierge-style support, helping you manage execution, reporting, and optimisation.
At Dicker Data, we’re committed to helping our partners unlock the full potential of these programs. We offer hands-on support, from guiding you through MDF applications to helping you build compelling offers and campaigns. Our team works closely with vendors to spotlight current opportunities and ensure you’re equipped with everything you need to succeed.
Think of marketing partner programs like swiping your supermarket card for fuel discounts - a small action with a big payoff. From co-branding and campaign support to financial incentives and strategic guidance, these programs are designed to help you build visibility and drive growth, whether you’re just starting out or ready to scale.
We spoke to our Dicker Data team and asked them to highlight some of the Marketing Partner Programs you may not be leveraging:
The Commvault Partner Advantage Program is built to elevate partner success through a rich suite of marketing and enablement resources. A key feature of the Commvault Partner Program is Campaigns Hub. Giving partners the ability to deploy turnkey lead generation campaigns to help drive incremental revenue. Campaigns Hub offers detailed, step-by-step guides to help partners create successful campaigns. These guides are designed to support marketing efforts, boost sales, and provide valuable resources, making the marketing process simpler and more efficient. Click here to learn more.
The Dell Technologies Partner Marketing Program empowers partners with a comprehensive range of resources – including sales tools, ready to use marketing campaigns, exclusive incentives, expert training and dedicated support, to help you grow your business and deliver tailored solutions.
Products, Solutions & Services – Explore Dell’s full portfolio to deliver the right solutions for every customer.
Sales & Purchase – Streamline quoting, ordering, and deal registration all in one place.
Marketing Tools – Leverage ready-to-use campaigns and digital assets to boost your reach.
Program Benefits – Unlock rebates, incentives, and rewards tailored to your partner level.
Training – Strengthen your expertise with Dell certifications and on-demand learning.
Partner Support – Access dedicated assistance to help you sell, deploy, and support Dell solutions.
Access the portal here.
The Hewlett Packard Enterprise (HPE) offers the Partner Ready Program in New Zealand, providing resources, training, and support to drive growth and deliver value. The Partner Ready Program is set for major advancement in 2026. In the meantime, the current program provides partners with access to a rich library of products, services and solutions, with detailed resources that span HPE’s diverse portfolio.
Key elements:
HPE Partner Ready Vantage: Supports various business models with tracks for building, selling, and servicing HPE solutions, offering specialised competencies and incentives.
HPE Partner Ready for Networking: Focuses on networking solutions with tools, training and incentives to excel in HPE Aruba Networking.
Benefits:
Deal Registration & Protection: Ensure your sales efforts are recognised and rewarded while securing exclusive pricing advantages.
Exclusive Financial Incentives: Programs like HPE Engage & Grow reward sales and technical teams for achieving certifications and hitting sales milestones.
Advanced Training & Certifications: Gain HPE Master-level accreditations, positioning you business as a trusted leader in IT solutions.
Enhanced Customer Engagement: Leverage HPE’s pre-sales and post-sales support, demo programs, virtual tours, and briefing centers to drive customer confidence.
Become a HPE partner. See the onboarding and reactivation video guide here.
The Lenovo Partner Program is designed to empower partners with the right tools, resources, and incentives to accelerate business growth and capture new opportunities. The Lenovo 360 Partner Hub offers:
Sales and Marketing Enablement
Rewards and Incentives
End-to-End Product Portfolio
Trainings and Solutions
Get started here.
HP’s partner programs provide a wealth of benefits that can help businesses maximise growth, profitability, and market presence. By leaning into the HP Amplify Partner Program, partners can take advantage of strategic opportunities that enhance their competitive edge and unlock valuable rewards. Key Benefits of HP Amplify Partner Program:
Deal Registration Protection & Profitability Boost. HP’s Amplify Partner Program ensures that partners can protect their sales opportunities through deal registration, preventing price undercutting and ensuring their efforts are rewarded. Additionally, reaching higher partner tiers unlocks greater profitability through exclusive pricing, rebates, and enhanced margin opportunities.
Access to Market Development Funds (MDF). As partners achieve higher status within the program, they gain access to Market Development Funds (MDF), which provide financial support for marketing initiatives. These funds help businesses drive demand, generate leads, and expand their customer base through co-branded campaigns and promotional activities.
Recognition & Brand Affiliation. Participation in HP’s programs comes with partner badges, which businesses can proudly display to highlight their relationship with HP. These certifications enhance credibility and reassure customers that they are working with a recognised and trusted HP partner. Badges are available for HP Amplify Partner Program Track Insignia, Impact Catalyst Recognition, Specialisation Competency, and Future Ready Masterclass.
Expanded Product Portfolio & Sales Opportunities. HP’s recent integration of Poly, HyperX, and Teradici into the Amplify Partner Program allows partners to offer a broader range of solutions, including collaboration tools, gaming peripherals, and remote workstation technology. This expansion enables businesses to diversify their offerings and capture more revenue opportunities.
AI Training & Industry Expertise. HP has introduced the Future Ready AI MasterClass, an advanced AI training and certification program developed with industry leaders like NVIDIA. This equips partners with the knowledge to sell and implement AI-driven solutions, positioning them as trusted advisors in an evolving technology landscape.
Sustainability & Competitive Differentiation. Partners participating in the Amplify Impact program gain a competitive advantage by aligning with HP’s sustainability initiatives.
Become a HP Partner. Select ‘Apply to Become a Partner’ here. Access Partner Application support documents.
Microsoft offers an extensive suite of resources designed to empower partners and accelerate their go-to-market strategies. Through the M365 Security Toolkit, partners gain access to customisable assets, including options to incorporate your own branding, enabling faster and more effective market engagement. Completing this, the Microsoft Partner Marketing Center and Digital Marketing Center provide partner-ready marketing materials aligned with mainstream solution plays, ensuring consistency and impact across campaigns. The Amplify marketing enablement series delivers monthly insight's focused on elevating partner marketing capabilities. Beyond these initiatives, the dedicated microsite serves as a comprehensive hub packed with tools and resources for partners to leverage. To further support collaboration, Microsoft also offers tailored marketing assistance.
Marketing Partner Programs aren’t just a nice to have, they’re a strategic advantage in today’s competitive landscape. By leveraging these resources, you can amplify your reach, strengthen your brand, and unlock new revenue streams without overextending your team or budget.
"Marketing shouldn’t be a barrier to growth, at Dicker Data, we’ve got a portfolio of vendors who have fantastic partner programs to remove complexity and give every partner, no matter their size or resources, the ability to launch campaigns that look and feel professional. These programs aren’t just about templates; they’re about empowering you with strategic tools, financial support, and expert guidance so you can compete confidently and scale your marketing faster." Laura Margetts (McKenzie)
We only had space to cover a few of the Marketing Partner Programs on offer in this article, but there is so much more available. We work closely with all our vendors to help partners maximise the benefits of each unique program.
We encourage all our partners whether you’re a solo operator or a growing team to tap into the dedicated resources and programs available. Let’s turn marketing into a growth engine, not a roadblock. Reach out to your Dicker Data representative to explore what’s available and how we can help you make marketing your strategic advantage.