Intel has admitted that millions of pounds of marketing funds have been left unclaimed by resellers, causing it to overhaul its Intel Inside programme.
The scheme allows resellers to collect points for every processor sold, which are then converted to marketing funds.
However, Gordon Davies, commercial director at reseller Compusys, said it had been difficult for resellers to get hold of resources because Intel released funds only for print advertising, which is not favoured by most resellers.
"The channel has been lobbying Intel to make changes [to its scheme]," he said. "In the past resellers that collected points could not spend them because they were not doing print advertising."
But following pressure from resellers the programme has been extended to include other forms of advertising, including web- and email-based marketing.
Nigel Towel, reseller customer marketing manager at Intel, said: "A mismatch existed between what resellers were doing with their market creation activities and what Intel was prepared to pay for. We have moved the goalposts and we are now prepared to pay for more [types of advertising]."
Intel is also planning to increase the number of resellers in its EMEA channel by 10,000 by introducing a new entry-level tier to its reseller programme.
Over 30 per cent of Intel's entire processor sales go through the channel, and the vendor wants to reach a total of 30,000 resellers through its EMEA channel programmes. All new lower-tiered resellers will be offered training and support from the vendor.
Davies said the move will enable more partners to work with Intel and it will also benefit existing resellers.
"This [extra tier] will add differentiation between resellers that are closely aligned with Intel's objectives and those that are just shifting processors," he said.
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