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August 2021SAP® Store Partner Guide

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Table of Contents

33 INTRODUCTIONINTRODUCTION

44 SAP STORE ONBOARDING GUIDELINESSAP STORE ONBOARDING GUIDELINES

44 Gaining Visibility and TrafficGaining Visibility and Traffic

5 5 Managing OpportunitiesManaging Opportunities

55 Processing New Orders and Renewals on SAP StoreProcessing New Orders and Renewals on SAP Store

66 PARTNER SOLUTION PROGRESSION PATHPARTNER SOLUTION PROGRESSION PATH

88 SAP STORE BENEFITS SAP STORE BENEFITS

99 SPOTLIGHT PROGRAM REQUIREMENTS SPOTLIGHT PROGRAM REQUIREMENTS

1010 SAP STORE BUSINESS DEVELOPMENT FUND (BDF) SAP STORE BUSINESS DEVELOPMENT FUND (BDF) GUIDELINESGUIDELINES

10 Requirements and Criteria10 Requirements and Criteria

11 Eligible Demand-Generation Categories11 Eligible Demand-Generation Categories

11 BDF Service-Level Agreement11 BDF Service-Level Agreement

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Introduction

Welcome! We are pleased you have chosen to showcase your solution and partnership on SAP® Store, the digital marketplace where customers can discover, try and buy partner solutions built on or that extend SAP solutions. It is the primary go-to-market channel for SAP’s partner ecosystem. Publishing your solution on SAP Store is free, and it’s the only place you can market and deliver your applications, add-ins and integration kits to SAP’s global customers. There, you can extend your market reach, leverage the SAP brand, and gain access to SAP’s installed base.

This document is designed to provide you with the necessary resources, guidance and tools available to enhance and optimize your experience on SAP Store..

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SAP STORE ONBOARDING GUIDELINES

Onboarding your solution to SAP Store is the first step in maximizing your solution exposure and gaining benefits from the marketplace. It’s your key point of access to SAP’s 440,000 global customers, giving your solutions exposure to leading businesses from across industries looking to get the most out of their SAP solution. You’ll reach senior leaders with buying power from finance, procurement, and marketing to HR, supply chain, and IT – all backed by the credibility of SAP.

In order to participate and receive SAP Store benefits, an SAP partnership is required, as outlined in your participation agreement.

The onboarding process is as follows:

1. Confirm your partnership with SAP: » If you are not already a partner, click here to apply. » If you are a partner, click here.

2. Once your partnership is confirmed, you will need to submit your solution for the Application Readiness Check (ARC) to ensure that it meets the minimum SAP requirements and compliance criteria, which customers expect and value. Successfully passing the ARC is a requirement for onboarding your solution to SAP Store. You can work with our subject-matter experts to evaluate your solution and complete the following steps:

» Validate your offering via the Application Readiness Check here. » Complete the due diligence process. If you’re a new partner, the due diligence process will be

kicked off automatically after you submit your solution for the ARC.3. In parallel to #2, you can start the SAP Store publication process. Follow the guide here.

» When you’re ready to create your listing, follow the content best-practices guidelines here.4. Once you pass the partner due diligence process and your solution has passed the ARC, you’ll be

cleared to publish your solution on SAP Store and transact.

Gaining Visibility and TrafficTo help kick-start demand-generation activities for your solution on SAP Store, we ask that you follow these steps:1. Issue a press release announcing your solution is now available on SAP Store.

» Access the SAP-provided press release template at this link. Use it to draft an announcement, then submit it to Partner_PR@sap.com for SAP approval.

» After SAP has approved the press release and you’ve issued it (preferably via a wire service), send us the link to it and we’ll help promote it via our SAP Digital social channels.

2. Add the “Available on SAP Store” badge to your website to help increase traffic to your product page on SAP Store.

» Download SAP Store Badges and Communications Guidelines here. 3. Be active and promote your SAP Store page on social media, blogs, videos, presentations, etc. 4. Engage with your Partner Experience Manager for regular pipeline reviews. 5. Keep your product pages fresh by regularly updating your content, as this influences how Google

search crawlers rank pages.6. SAP works with an independent party to host ratings and reviews. Click here to learn more about

how ratings and reviews can help you grow your e-commerce business.

To find more details on these activities, visit the Partner With Us page on SAP Store.

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Managing OpportunitiesOnce your solution published on SAP Store begins to gain traffic and visibility, opportunities will soon follow. Details on these opportunities will be routed to you directly from SAP Store.

Opportunities consist of the following three call-to-action buttons: • Contact. An SAP customer and/or SAP Account Executive can click this button when they want

to get in touch with a partner directly and/or on behalf of their customer. • Get It Now. An SAP customer and/or SAP Account Executive can click this button when they’d

like to receive a quote for the application from the partner and/or on behalf of their customer. • Free Trial. An SAP customer and/or SAP Account Executive can click this button when they’d like

to connect to provision a trial – either as the customer or on behalf of their customer/account.

Upon receiving an opportunity, log in to SAP Store with your S-User ID – either by clicking the link within the email notification or logging in directly at SAP Store. Once logged in, go to the SAP Store Partner Cockpit within two business days to acknowledge the opportunity. Acknowledged opportunities will appear in your lead list view. To do so, follow these steps:1. Log in to SAP Store and go to SAP Store Partner Cockpit. Once in the cockpit “Home,” you will

have access to details on all of your solutions and/or individual solutions. 2. Click “Opportunities” to view and acknowledge all of your opportunities.3. Click “Deals” to view all of your deals – active, closed, etc. You can view in a tailored deal list,

execute renewals, and make modifications to your deals, such as adding more licenses and/or selling more solutions.

Processing New Orders and Renewals on SAP StorePartners who actively promote and process new orders and renewals through SAP Store receive the most attention and support from the SAP salesforce. Starting a promotion push will aid in driving more traffic to your SAP Store listing.

Steps for processing a new transaction on SAP Store: 1. The customer purchases your product via SAP Store, which is built on, embeds and/or integrates with

SAP technology.2. You and your customer sign an order form on your paper, with custom pricing and terms defined.3. You submit the total deal value and a copy of the order form to SAP for revenue sharing by uploading

to the SAP Store Partner Cockpit.4. You receive invoices for your revenue share in the same currency and at the same frequency as

invoices are provided to your customer.

Steps for processing a renewal on SAP Store:1. From the SAP Store Partner Cockpit, you can renew a contract by taking the “Renew” action on an

existing deal as long as its status is “Active” or “Completed” and the contract type is either “Subscription” or “Consumption-based.”

2. After verifying that all the contract information is correct, then submitting the deal for renewal, SAP will be notified, and then the deal status will change to “In Progress by SAP.”

Please note that SAP will send you reminders via email 30, 60 and 90 days prior to the expiration date of an active deal, allowing you to easily keep track of upcoming renewals. For more details, refer to the Renewals Process Quick Start Guide.

You may be entitled to additional co-selling tools depending upon your respective partnership level. Please stay in touch with your SAP representative and the SAP Store team to ensure you maximize these opportunities.

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The SAP Store marketplace provides multiple performance-recognition levels with increased benefits based on activity around your solution(s). You can attain and be recognized through strong performance.

The details of this can be found as part of the new Partner Solution Progression path, linking each partner solution with a progression level – giving you a quick way to match increasingly vetted and certified applications to your customer’s requirements so you can be confident in your solution recommendations, and at the same time know your compensation. It provides a flexible, easy-to-navigate path to help you get your solutions to market faster on SAP Store.

As you direct new transactions and renewals through SAP Store, you’ll see revenue sharing at every level. Recognition levels available on SAP Store are as follows:

• Validated. Partner solutions offered on SAP Store are defined as validated. Partners are encouraged to promote and grow their solution activity beyond the validated level. Validated is considered the jumping off point of partnership, once you have become a partner and onboarded your solution to SAP Store. At this level, basic SAP Store benefits apply.

• Spotlight. Partner solutions that have strong traffic, solution transaction, and renewals performance may become eligible to gain Spotlight status within SAP Store marketplace. Partners that achieve Spotlight status usually have met/completed the following:

» Recognition of success by the SAP Line of Business and/or Partner Experience Manager

» Become a “top-selling” app; these apps get priority

» Have processed renewals through SAP Store

» Have worked together with the SAP Store team on a series of joint GTM activities, allowing them to gain access to benefits via engagement point ratings of their SAP Store performance

Detailed criteria and the associated engagement points for entrance and sustenance/reentrance are listed in the respective tables on page 9. The more points you get, the faster you gain access toward Spotlight benefits. Additional benefits may include the following, depending on availability:

» Business Development Funds » Preferred placement on SAP Store » Jointly determined GTM activities to

execute onSpotlight status is maintained through quarterly reviews conducted by the SAP Store team with the Line of Business and Partner Experience Manager to evaluate consistent solution performance and SAP Store engagement.

PARTNER SOLUTION PROGRESSION PATH

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• SAP Endorsed Apps. This category of solutions is an invitation-only initiative from SAP’s partner ecosystem and is designed to help customers become best-run intelligent enterprises. Endorsed apps deliver proven value with desired outcomes – quickly, effectively, and with great confidence. Through this designation, customers will be able to quickly find partner apps that they know they can trust on SAP Store. The solutions are tested and premium certified by SAP, complement and extend SAP products, and deliver proven results to help solve key customers’ business challenges.

SAP Endorsed Apps have also met standard Validated and Spotlight recognition criteria and continue to perform within SAP Store at optimal performance. Partners with SAP Endorsed Apps on SAP Store are required to fulfill a thorough review of the following:

» Best in class active SAP Store listing » Annual Premium Certification by SAP

for quality and excellence standards beyond standard certification requirements

» Approved business plan

Partners with SAP Endorsed Apps will become eligible for unique benefits beyond Validated or Spotlight status level as a result of recognition and participation on SAP Store. SAP Endorsed Apps benefits may include the following, depending on availability and or business plan:

» Unique premium certification logo » Business Development Funds » Event participation » Custom engagement opportunities

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SAP STORE BENEFITS

Partner Benefits Validated Spotlight SAP Endorsed Apps

Access to the “Build” engagement model in SAP PartnerEdge Access to go-to-market capabilities in SAP PartnerEdge, Build Access to virtual courses for partner enablement Access to the SAP Virtual Agency partner campaign creator SAP Store: press release template

SAP Store: listing and marketplace benefits

Access to ratings and reviews (via G2 Crowd)

SAP Store business development funds

Preferred placement on SAP Store

SAP Store: success campaigns (field facing)

SAP Store: success campaigns (customer facing)

SAP Store: event opportunities

SAP executive sponsorship

Solution demand-generation initiatives sponsored by SAP

Partner solution sales plays and wins cobranded with SAP (field facing)

Marketing assets cobranded by SAP and partner

Access to a cloud collaboration platform to enable SAP and partner co-selling activities

Unique branding for partner designation

SAP Resolve program (standard customer- facing support infrastructure)

Access to SAP software certification Through SAP PartnerEdge

Through SAP PartnerEdge

Premium certification

Through SAP PartnerEdge

Through SAP PartnerEdge

Partner success managerSuccess management for SAP partners

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Spotlight Status Entrance CriteriaPrerequisites:1. Publish a rich and complete product page on SAP Store, with product video(s) and other relevant

assets2. Actively use the “Available on SAP Store” badge on your website and at events

Activity PointsIssue a press release announcing your solution’s onboarding to SAP Store (initiated by the partner) 5Offer your solution as built on SAP Cloud Platform 10Offer a free trial 5Generate 200 page views via GTM campaign(s) in previous two quarters 10Generate 10 opportunities in previous two quarters 20Have five active pipeline opportunities 10Have transacted in previous two quarters 20Have customer reference(s) highlighting SAP Store and your offering 10Have processed renewals through SAP Store in previous two quarters 10

Total engagement points 100

Spotlight Status Sustenance/Reentrance CriteriaFor a solution to continue its Spotlight status into the next quarter or reenter into having Spotlight status after a lapse, the following criteria is used to measure performance.

Activity PointsGenerate 500+ page views 10Generate 20+ preliminary opportunities 25Generate 10+ pipeline opportunities 15Book three or more transactions 20Book €250K+ EUR in revenue 15Process more than 50% of your renewals through SAP Store 15

Total engagement points 100

SPOTLIGHT PROGRAM REQUIREMENTS

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SAP STORE BUSINESS DEVELOPMENT FUND (BDF) BENEFIT GUIDELINES

The SAP Store Business Development Fund (BDF) promotes growth and adoption of SAP Store partner solutions. Partners with either Spotlight or SAP Endorsed Apps status will be eligible to participate in the SAP Store Business Development Fund, subject to availability of funds. Business development funds support business development activities for solutions listed on SAP Store and are reflective of a co-investment between SAP and the partner. Please work with your Partner Success Manager to determine your entitlement.

Requirements and CriteriaPartners participating in either the Spotlight or SAP Endorsed Apps initiatives will be given the opportunity to drive one or more demand-generation activities on a quarterly basis via access to a BDF managed by SAP. Additionally, partners will be given an opportunity to request BDF to drive custom demand-generation activities. To do so, the following requirements must be met and activities followed:• Partner must have a signed SAP Store agreement.• Partner must have a valid SAP PartnerEdge Build or OEM agreement. Please work with your

Partner Success Manager to determine your entitlement.• Partner must be compliant with SAP Partner Due Diligence process.• Partner must have an approved joint business and marketing plan with SAP.• Solutions that are targeted by the demand-generation effort must be listed on SAP Store and be

part of the Spotlight or SAP Endorsed App initiative in the current fiscal year.• Partner must be proactive in managing their SAP Store opportunities.• Demand-generation activities must adhere to guidelines outlined in this document.• Partner must agree to the BDF Service Level Agreement (see below). • Partner demand-generation activities may be audited by SAP’s Legal Compliance and Integrity

Office (LCIO).• Fund requests may be subject to additional supporting material requests and audits. • Request deadline will be accepted no later than the third working day of the quarter. Partners

should align with their SAP representative to adhere to the SAP quarterly calendar. Requests made after this date will not be accepted.

• No fund requests will be made after December 1 of the BDF year, and no fund claims will be made after December 15 of the BDF year.

• Requests should be made directly with your SAP representative and may require further documentation to be uploaded within SAP-supported Funds Management systems.

• Funds will expire if not used, and the last day for BDF payment will be January 31st of the following year.

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Eligible BDF Categories Description Reimbursement Amount for Spotlight

Reimbursement Amount for SAP Endorsed Apps

Advertising Print, radio, and non-digital advertising campaigns

Up to 80% Up to 100%

Customer Stories/Customer References

Customer stories, testimonials and references in video, blog and associated digital formats

Up to 100% Up to 100%

Digital Marketing Search Engine Optimization (SEO) across SAP solutions /digital advertising

Up to 80% Up to 100%

Direct Marketing List and lead purchase, direct mail, tele-marketing, and email campaigns

Up to 50% Up to 100%

Social Selling Subscription/investment costs to support sales and marketing usage of digital and social tools

Up to 50% Up to 100%

Physical Event SAP events, tradeshows, industry events, forums, seminars

Up to 50% Up to 50%

Virtual Event Online events, including webinars (can include content, comms and speaker costs)

Up to 80% Up to 100%

Partner Enablement Skills, development hosted by SAP

Up to 100% Up to 100%

SAP Certification Training

Training hosted by SAP (SAP Solution Training, Learning Hub and Certification Hub)

Up to 100% Up to 100%

SAP Test & Demo License

Cloud Test & Demo Services provided by SAP for partners to be reimbursed on initial and renewal orders

Up to 50% Up to 100%

Topic Responsibility of SAP Responsibility of Partner

Approved Business Plan • Invest funding as defined in the joint business plan

• Provide guidance on recommended activities

• Invest funding as defined in the joint business plan

• Provide a dedicated and knowledgeable resource to support each initiative

• Provide all requested supporting materials/information within agreed upon timeframe applicable

• Complete all pre-requisitesActivity Reporting • Provide template for reporting and

tracking of results/outcomes of project• Confirm all leads entered through SAP

Store• Collect and share best practices across

partner community

• Report on project results within 120 days of confirmed BDF allocation

Funds Management • Allocate BDF for use in specified quarter• Distribute BDF to partner• Communicate BDF confirmations to

individual partners• Process BDF requests and claims

• Begin project within 30 days of confirmed BDF allocation

• Complete project deliverables within 90 days of confirmed BDF allocation

• Submit BDF claim (reimbursement request) within 120 days of confirmed BDF allocation and/or per quarter

BDF Participant evaluation • Facilitate post-performance survey to evaluate both partner and vendor on each activity to promote transparency and accountability

• Review survey results to determine high-performers

• Complete post-performance survey of vendor

Eligible Demand-Generation Categories

BDF Service-Level Agreement

SAPStorePartnerGuideenUS (21/08)

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