Dell SonicWALL MDF Express Program
Guidelines – NOAM Version 8.3
Who is eligible?
Dell SonicWALL Marketing Development Funds (MDF) Express is available to all Partners who are at DMR, Distributor, and Premier level. Preferred level partners are eligible to participate in MDF Express to receive 50% reimbursement on CSSA Training Certification only.
How does it work?
Dell SonicWALL’s MDF Express program requires that a Partner first incur the expense for a pre-approved MDF activity. MDF Express will then reimburse partners at a pre-designated level to assist covering the marketing costs. Pre-payment for activities is not an option when utilizing MDF. Payment to 3rd party vendors is not an option when utilizing MDF. Once approval is received Partners are free to perform the activity. Upon activity completion, Partners are required to submit claims with proper Proof of Performance (POP).
Obtain a pre-approval for your activity
To use Dell SonicWALL MDF Express you must first obtain approval from Dell SonicWALL for your proposed marketing activity. This is done via the online MDF Express system accessible through PartnerLink 2.0. All activities require prior approval from Dell SonicWALL and must be entered and approved in the system.
Please see the individual requirements for each type of activity listed in this document. Approval of funds to support the requested activity is entirely at the discretion of Dell SonicWALL.
Review these guidelines to determine the activity definitions to use and the Proof of Performance (POP) that will be required with each claim.
Your request will be reviewed and approval will be dependent upon the potential Return on
Investment (ROI) of the activity. Once Dell SonicWALL reviews your request, you will be notified by e-mail.
Dell SonicWALL will not reimburse a partner for activities that have not received approval through the MDF Express system.
Why would an MDF Express request be denied?
Your request could be denied for the following reasons:
• Activity is ineligible for use with MDF Express
• Amount requested doesn’t provide significant ROI (Return on Investment)
• The proposed activity was held in the past
Perform your activity
What activities are eligible for MDF express?
1. Branded merchandise
2. Training through an authorized training partner
3. Contest/spiff
4. Collateral
5. Database rental
6. DMR/Distributor quarterly marketing activities
7. Lead appointment campaigns and telemarketing
8. Product champion
9. Selling workshop/inside training
10. Seminar/Tradeshow
11. Webinar
Activities and expenses that are NOT eligible for MDF Express include:
• Alcohol
• Capital equipment costs / Demo equipment
• Cash
• Customer gifts not connected to a campaign
• Discounts
• Dell SonicWALL product
• Activities not connected to Dell SonicWALL product sales
• Travel or lodging expenses
• Activities which promote competitive solutions
This list reflects the majority of eligible and ineligible Dell SonicWALL expenses but is not all-inclusive. Please see the individual activity requirements located in this document. Dell SonicWALL will revise this list and will review all marketing activities to determine their suitability. Please contact support if you have questions regarding the eligibility of a program.
MDF request and claim requirements (preferred partners)
Qualifying activity or
event
Type
Proof of performance and ROI
Certification Training Partner CSSA certification and recertification through an authorized training partner
Proof of Performance:
1. Invoice or receipt for training from authorized training partner or distributor if purchased as a SKU.
2. Copy of CSSA certificate ROI:
Number of employees trained
MDF request and claim requirements by activity type (distributor, DMR
and premier partners)
Qualifying activity or
event
Type
Proof of performance and ROI
Branded Merchandise Tradeshow giveaways, logo'd
shirts
Proof of Performance:
1. Invoices or receipts showing total charges for merchandise.
2. Photo of co-branded merchandise.
ROI:
Number of promotional items distributed Certification Training Partner CSSA certification and
recertification through an authorized training partner
Proof of Performance:
1. Invoice or receipt for training from authorized training partner or distributor if purchased as a SKU.
2. Copy of CSSA certificate
ROI:
Collateral Catalogs, brochures, data sheets, sales guides, trade show collateral, white papers
Proof of Performance:
1. Invoices or receipts for printing, production and other reimbursable expenses. Rate cards if done internally.
2. Copy of collateral
ROI:
Number produced/distributed
Contest/spiff Contest prizes, cost to
promote Proof of Performance: 1. Invoice or receipt for prizes and/or cost to create promotional material for same. Rate cards if done internally.
2. Description of planned incentive, results t date.
3. Final Tracking of sales rep performance .xls file.
4. List of prize winners with names,
companies and one means of contact info - phone/email. Please make sure all lists are attached as excel files as .pdf format will not be accepted
ROI:
Number of leads obtained Database rental/purchase -
Telemarketing Purchase/rental of mailing list/call list, independent telemarketing expenses
Proof of Performance:
1. Invoice or receipt
2. List of leads or distribution list with
company name, contact name, title and one means of contact info (phone/email). Please make sure all lists are attached as excel files as .pdf format will not be accepted.
3. Copy of script and number of calls made.
ROI:
Number of leads obtained DMR and distributor quarterly
marketing activities Multiple marketing activities spanning at least one quarter. Distributor and DMR tiers only.
Proof of Performance:
1. Marketing plans complete with cost breakdown and dates.
2. Invoices or receipts for reimbursable expenses. Rate cards if done internally. 3. Appropriate POP (as listed in this table) for each activity (see activity type for each).
ROI:
Email / Web Advertising Email blasts, banner ads,
online ads Proof of Performance: 1. Invoices or receipts for creation and other reimbursable expenses. Rate cards if done internally.
2. Copy of email or ad.
ROI:
Number of impressions Number of responders Number of qualified leads Click thrus
Lead appointment campaign /
outbound telemarketing Dell SonicWALL 3rd party approved appointment setting campaigns
Proof of Performance:
1. 3rd party invoice 2. Copy of script
3. Copy of dial attempt reports
ROI:
Number of qualified appointments Number of dial outs
Number of deal registrations
Product Champion Dell SonicWALL champion /
funded head Proof of Performance: 1. Invoice for sponsorship fee / services rendered
2. Copy of contract with name of funded head, one for each head
3. Completed accomplishments / status overview from manager.
ROI:
Achievement against objectives (the target is fixed at pre-approval time)
Year over year sales growth. Selling workshop / inside
training / seminars / webinars / floor days
Selling workshop / inside training / seminars / webinars / floor days
Proof of Performance:
1. 3rd party invoice
2. Photo of event with Dell SonicWALL logo visible.
3. Copy of event invitation / email.
4. List of attendees / registrants / leads with name, title and company and one means of contact info (phone or email). Please make sure all lists are attached as excel files as .pdf format will not be accepted.
ROI:
Tradeshows Tradeshows, road shows,
expos, conventions Proof of Performance: 1. Invoices and receipts for all reimbursable expenses.
2. List of attendees and booth visitors with name, title and company and one means of contact info (phone or email). Please make sure all lists are attached as excel files as .pdf format will not be accepted.
3. Photo of event with Dell SonicWALL logo visible.
4. Copy of event invitation / email.
ROI:
Number of qualified leads Number of attendees
MDF request expiration:
To avoid expirations, claims must be submitted against MDF Requests within 90 days of the activity end date. After a request is in Closed status, a claim can no longer be submitted against it.
Request Status
Requests may be in Submitted, Approved, and Rejected or Closed status (among others) for the following reasons:
• Submitted: Pending approval, awaiting audit
• Approved
• Draft: Hasn’t been submitted for approval
• Rejected: Non-eligible, violation of policy, needs more documentation – able to resubmit
• Closed: Expired, no further claims can be submitted against request
Claim funds for reimbursement
After the activity has been completed and before the MDF request expires, (90 days after activity end date) log into PartnerLink 2.0 and access MDF Express to submit your claim. Upload all documentation and proof of performance into the online claim form.
Information that is needed to submit a claim includes:
1. The MDF Request number provided upon request approval
2. All activity invoices
General claim submission requirements
The Dell SonicWALL MDF Express Guidelines are used to determine if a claim is eligible for
reimbursement. The following list of requirements applies to all Dell SonicWALL claim submissions:
• Activity is allowed under program guidelines.
• Complete proof of performance documentation
• Invoices submitted substantiate total claim amount
• All activities prominently feature and/or promote Dell SonicWALL and/or its products
• Dell SonicWALL logo guidelines were strictly adhered to (authorized logos are available in PartnerLink)
• Dell SonicWALL Information presented is accurate, verifiable and upholds Dell SonicWALL’s high-quality image.
Dell SonicWALL currency conversion policy
Dell SonicWALL pays partners MDF in US dollars based upon the currency valuation on the date of invoice. Dell SonicWALL uses the OANDA Currency Conversion tool to determine the US dollar equivalent of international invoices. Use the OANDA Currency Conversion tool:
http://www.oanda.com/convert/classic
Reimbursement
Completely documented claims typically take 14 business days from the date of approval to be audited and processed for payment. Payment will be made by check for select partners, credit memo or wire transfer at Dell SonicWALL's discretion. Payments will NOT be made to 3rd party vendors. System notification e-mails will be sent to the claim creator should any documentation be missing or incomplete.
Claim status
Claims may be in Submitted, Approved, and Rejected or Paid status (among others) for the following reasons:
• Submitted: Pending approval, awaiting audit
• Approved: Ready to be processed for payment
• Draft: Hasn’t been submitted for approval
• Rejected: Non-eligible, violation of policy, needs more documentation – able to resubmit
• Paid: Payment has been posted
Error resolution
If you believe an error has been made in auditing your claim, you must report it to Dell SonicWALL’s MDF Express Support team via e-mail within 60 days of the date the claim was audited or the statement was received. Failure to report a problem within this 60-day window will result in loss of opportunity for an adjustment to your account. You may contact MDF Express Support at:
• MDF@Dell SonicWALL.com / (800)274¬4360
Program disclaimer
Dell SonicWALL MDF funds are provided solely at the discretion of Dell SonicWALL to help increase mutual sales of Dell SonicWALL products. To receive Dell SonicWALL MDF funds you must be eligible for MDF, a current Dell SonicWALL partner, and must comply with the terms and conditions of your signed contract. Any continued participation in the Dell SonicWALL MDF Express requires that the integrity of the Dell SonicWALL brand be maintained. Actions considered to be detrimental to the integrity of the Dell SonicWALL brand may result in removal from participation in MDF Express. If your Dell SonicWALL contract is terminated or not renewed your participation in the Dell SonicWALL MDF Express will cease and all MDF funds will be immediately forfeited.
Dell SonicWALL MDF funds in this program may only be used for marketing initiatives that are
approved by Dell SonicWALL. Strict compliance with the guidelines contained within this document is required. Dell SonicWALL retains the right to decide matters concerning compliance with the