© 2016 VMware Inc. All rights reserved.© 2016 VMware Inc. All rights reserved.

VMware Partner Concierge ProgramOVERVIEW AND GETTING STARTED

2

VMware Partner Concierge Program Overview

OverviewA global program for selected Partners, offering comprehensive, multi-­lingual, Marketing-­as-­a-­Service support and end-­to-­end campaign execution for pre-­architected demand-­generation campaigns via the VMware Partner Demand Center (PDC).

Partner Benefits• Provided at no cost to you—it is 100% funded, reimbursable through additional Global Development Funds (DF)• Combines robust marketing assets with strategic agency expertise • Campaign options provide either nurtured marketing leads or appointments• Leverages best-­in-­class campaign content and Concierge marketing execution expertise

3

Why Take Advantage of the VMware Concierge Program?

4

To provide partners with marketing services and support, VMware’s Partner Concierge, Lauchlan*, an industry-­leading, full-­service IT marketing agency, will provide:

Campaigns are Managed and Executed by the Concierge

Comprehensive Campaign Execution

POE for Easy Claiming

Lead-­Pass and Reporting

*Lauchlan works with it’s global agency partner Expandi to execute multi-­national campaigns.

5

Get Started! Step #1. Choose your product or solution focus:

To get started, email partnerconcierge@vmware.com to set up a kickoff meeting.

6

Step #2. Select one of two campaign packages detailed below:

7

Step #3. Ensure your organization has a PDC log-­in account, or request access.

> Logo & brand guidelines/elements

> Target lists

Campaign elements for upload into PDC:

> Up-­to-­date value statement

8

Step #4. Create a DF Proposal Plan for VMware fund approval.

Key steps to funding approval:

> Create a VMware Proposal Plan and Activity (PA) within the Development Fund Portal

> Upload SOW, provided by Concierge, as PA supporting documentation

> Submit to VMware for approval

9

Step #5. Upload desired database or augment target list through Concierge.

> Identify the key targets to which to drive your campaign

> Isolate any suppression lists of key accounts, or house accounts you would like to exclude from the campaign

10

Concierge Campaign Flow

Schedule is delivered and program launches based on milestone timeline and approvals

Lauchlan manages, executes and reports on campaign throughout

Lead goals are fulfilled and POE is provided for DF claim

Participation is confirmed and kick-­off call is scheduled to map timeline, confirm around focus area and campaign package selection

SOW is delivered and, based on approval agency invoice 100% down

Opportunities are registered and pipeline results are provided to Concierge

11

How It Works

Partner Provides:

• target list/database & target geographies • logo, brand guidelines, value statement• confirms any campaign add-­ons• provide invoice processing to initiate campaign;; reimbursed by VMware• required creative comp approval

Lauchlan Provides:

• dedicated, single point of contact Account Manager

• end-­to-­end campaign managementand execution

• outbound appointment-­setting,meeting establishment and lead-­pass• campaign reporting and POE for claiming

To get started, email partnerconcierge@vmware.com to set up a kickoff meeting.

12

Upon campaign completion register your qualified opportunities through VMware Partner Central.

Registering your opportunity on the PDC provides deal protection and an extra discount.

> To register a deal, go to: www.vmware.com/go/adplus> Select “Joint Marketing Activity” from the Opportunity Source pull-­down menu.> Select ‘”YES” under the pull-­down menu for Development Funds utilized.

> Include the campaign tag “Concierge” in the Project Name field.

13

Get Started Today:

• Confirm campaign participation via your PMM

• Schedule your Lauchlan agency kick-­off call by emailing partnerconcierge@vmware.com.