SAP Store Partner Guide - August 2021 - Store
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© 2021 SAP SE or an SAP affiliate company. All rights reserved.
Store
August 2021
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SAP® Store Partner Guide
Table of Contents
3 INTRODUCTION
4 SAP STORE ONBOARDING GUIDELINES
4 Gaining Visibility and Traffic
5 Managing Opportunities
5 Processing New Orders and Renewals on SAP Store
6 PARTNER SOLUTION PROGRESSION PATH
8 SAP STORE BENEFITS
9 SPOTLIGHT PROGRAM REQUIREMENTS
10 SAP STORE BUSINESS DEVELOPMENT FUND (BDF)
GUIDELINES
10 Requirements and Criteria
11 Eligible Demand-Generation Categories
11 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 Traffic
To 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 Opportunities
Once 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.
You may be entitled to additional
Processing New Orders and Renewals co-selling tools depending upon your
on SAP Store respective partnership level. Please
Partners who actively promote and process new stay in touch with your SAP
orders and renewals through SAP Store representative and the SAP Store team
receive the most attention and support from the to ensure you maximize these
SAP salesforce. Starting a promotion push will aid opportunities.
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.
5 / 11PARTNER SOLUTION PROGRESSION PATH
The SAP Store marketplace provides multiple • Spotlight. Partner solutions that have
performance-recognition levels with increased strong traffic, solution transaction, and
benefits based on activity around your renewals performance may become eligible
solution(s). You can attain and be recognized to gain Spotlight status within SAP Store
through strong performance. marketplace. Partners that achieve
Spotlight status usually have met/
The details of this can be found as part of the completed the following:
new Partner Solution Progression path, linking » Recognition of success by the SAP Line
each partner solution with a progression level – of Business and/or Partner Experience
giving you a quick way to match increasingly Manager
vetted and certified applications to your » Become a “top-selling” app; these apps
customer’s requirements so you can be get priority
confident in your solution recommendations, » Have processed renewals through SAP
and at the same time know your Store
compensation. It provides a flexible, easy-to- » Have worked together with the SAP
navigate path to help you get your solutions to Store team on a series of joint GTM
market faster on SAP Store. activities, allowing them to gain access
to benefits via engagement point
As you direct new transactions and renewals ratings of their SAP Store performance
through SAP Store, you’ll see revenue sharing
at every level. Recognition levels available on Detailed criteria and the associated
SAP Store are as follows: engagement points for entrance and
sustenance/reentrance are listed in the
• Validated. Partner solutions offered on SAP respective tables on page 9.
Store are defined as validated. Partners are
encouraged to promote and grow their The more points you get, the faster you
solution activity beyond the validated level. gain access toward Spotlight benefits.
Validated is considered the jumping off Additional benefits may include the
point of partnership, once you have become following, depending on availability:
a partner and onboarded your solution to » Business Development Funds
SAP Store. At this level, basic SAP Store » Preferred placement on SAP Store
benefits apply. » Jointly determined GTM activities to
execute on
Spotlight 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.
6 / 11• 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
7 / 11SAP STORE BENEFITS
Partner Benefits Validated Spotlight SAP Endorsed Apps
Through SAP Through SAP Premium certification
Access to SAP software certification PartnerEdge PartnerEdge
Success management for SAP partners Through SAP Through SAP Partner success manager
PartnerEdge PartnerEdge
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)
8 / 11SPOTLIGHT PROGRAM REQUIREMENTS
Spotlight Status Entrance Criteria
Prerequisites:
1. Publish a rich and complete product page on SAP Store, with product video(s) and other relevant
assets
2. Actively use the “Available on SAP Store” badge on your website and at events
Activity Points
Issue a press release announcing your solution’s onboarding to SAP Store (initiated by the partner) 5
Offer your solution as built on SAP Cloud Platform 10
Offer a free trial 5
Generate 200 page views via GTM campaign(s) in previous two quarters 10
Generate 10 opportunities in previous two quarters 20
Have five active pipeline opportunities 10
Have transacted in previous two quarters 20
Have customer reference(s) highlighting SAP Store and your offering 10
Have processed renewals through SAP Store in previous two quarters 10
Total engagement points 100
Spotlight Status Sustenance/Reentrance Criteria
For 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 Points
Generate 500+ page views 10
Generate 20+ preliminary opportunities 25
Generate 10+ pipeline opportunities 15
Book three or more transactions 20
Book €250K+ EUR in revenue 15
Process more than 50% of your renewals through SAP Store 15
Total engagement points 100
9 / 11SAP 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 Criteria
Partners 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.
10 / 11Eligible Demand-Generation Categories
Eligible BDF Categories Description Reimbursement Amount for Reimbursement Amount for
Spotlight SAP Endorsed Apps
Advertising Print, radio, and non-digital Up to 80% Up to 100%
advertising campaigns
Customer Stories/ Customer stories, testimonials Up to 100% Up to 100%
Customer References and references in video, blog and
associated digital formats
Digital Marketing Search Engine Optimization (SEO) Up to 80% Up to 100%
across SAP solutions /digital
advertising
Direct Marketing List and lead purchase, direct Up to 50% Up to 100%
mail, tele-marketing, and email
campaigns
Social Selling Subscription/investment costs Up to 50% Up to 100%
to support sales and marketing
usage of digital and social tools
Physical Event SAP events, tradeshows, industry Up to 50% Up to 50%
events, forums, seminars
Virtual Event Online events, including webinars Up to 80% Up to 100%
(can include content, comms and
speaker costs)
Partner Enablement Skills, development hosted by Up to 100% Up to 100%
SAP
SAP Certification Training hosted by SAP (SAP Up to 100% Up to 100%
Training Solution Training, Learning Hub
and Certification Hub)
SAP Test & Cloud Test & Demo Services Up to 50% Up to 100%
Demo License provided by SAP for partners to be
reimbursed on initial and renewal
orders
BDF Service-Level Agreement
Topic Responsibility of SAP Responsibility of Partner
Approved Business Plan • Invest funding as defined in the joint • Invest funding as defined in the joint
business plan business plan
• Provide guidance on recommended • Provide a dedicated and knowledgeable
activities resource to support each initiative
• Provide all requested supporting
materials/information within agreed upon
timeframe applicable
• Complete all pre-requisites
Activity Reporting • Provide template for reporting and • Report on project results within 120 days of
tracking of results/outcomes of project confirmed BDF allocation
• Confirm all leads entered through SAP
Store
• Collect and share best practices across
partner community
Funds Management • Allocate BDF for use in specified quarter • Begin project within 30 days of confirmed
• Distribute BDF to partner BDF allocation
• Communicate BDF confirmations to • Complete project deliverables within 90
individual partners days of confirmed BDF allocation
• Process BDF requests and claims • Submit BDF claim (reimbursement
request) within 120 days of confirmed BDF
allocation and/or per quarter
BDF Participant evaluation • Facilitate post-performance survey to • Complete post-performance survey of
evaluate both partner and vendor on vendor
each activity to promote transparency
and accountability
• Review survey results to determine high-
performers
11 / 11www.store.sap.com SAPStorePartnerGuideenUS (21/08) © 2021 SAP SE or an SAP affiliate company. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company. The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors. National product specifications may vary. These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP or its affiliated companies shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertain- ties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they should not be relied upon in making purchasing decisions. SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other countries. All other product and service names mentioned are the trademarks of their respective com- panies. See www.sap.com/copyright for additional trademark information and notices.
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