Neil MacDonald

Doug Woodburn
clock • 6 min read
Neil MacDonald

Name: Neil MacDonald

Role: UK & Ireland channel director, HP Inc.

Spirit animal: Dog

Walk-on song: We Will Rock You

How would you summarise HP's channel philosophy?

Our partners are critical to the way we do business. More than 90 per cent of our business is run through the channel which places our partners at the heart and soul of our ethos. We constantly look for innovative ways to build long-term strategic plans with our partners to ensure the relationship is always one of collaboration and partnership.

More than 90 per cent of our business is run through the channel which places our partners at the heart and soul of our ethos

Tell us about HP's partner programme in 100 words or fewer…

Our global channel programme, HP Amplify, is an easy-to-navigate and flexible programme that empowers partners to reinvent the customer journey and deliver tangible business outcomes like never before.

At its core, HP Amplify equips partners with data and insights that cements them as dynamic, trusted sellers and allows them to take decisive action to capitalise on market shifts. The programme has two distinct tracks - Synergy and Power - and with clear compensation levels, HP Amplify makes it easier for partners to navigate so they can focus on what matters most: readying their business for the customer-driven digital age.

How many partners do you work with in the UK?

Globally we work with over 250,000 partners. Here in the UK & Ireland we have a strong and longstanding network of resellers based across the country. As part of my role, I support our partners in the UK & Ireland and help them to leverage the benefits of our strong international network.

Are you looking either to expand or reduce that? If so, what partner profile does this apply to?

We are completely committed to growing our channel business and are always happy to welcome new partners on board.

Have you made any major changes to your partner programme recently, or are you about to?

In 2020 we introduced HP Amplify, our global partner programme designed to provide our partners with a competitive edge. The programme fundamentally shifts how customers work with our business by creating a platform where partners can better understand our customers and more closely align their business model with customer needs.

In 2021, we launched HP Amplify Retail and are currently rolling out the programme to our distributors. Last year, we also launched our sustainability partner programme, HP Amplify Impact, in select markets to great success. To date, over 80 per cent of our UK partners have signed up to be a part of this fantastic initiative, and our Irish partners have responded positively to the launch in their market this year. Introduced in support of our goal to become the most sustainable and just technology company by 2030, partners who pledge to join HP Amplify Impact assess their own practices while tapping into HP's extensive knowledge and resources to optimise sustainability-driven sales opportunities.

Last year, we also launched our sustainability partner programme, HP Amplify Impact, in select markets to great success. To date, over 80 per cent of our UK partners have signed up to be a part of this fantastic initiative

Describe your perfect partner?

I love to work with partners that are open to collaboration to optimise the outcome for the end-customer. The best working relationships are built on transparency, trust, and integrity - which organically align to HP's values to win the right way.

In which areas would you most like to see your partners invest over the next 12 months?

Building on the success of our HP Amplify programme, investment in data and insights will continue to be our priority for the year ahead. We also have a strong focus on digitalisation, encouraging partners to modernise the route to market and develop their digital expertise - i.e., how to best market the full breadth of our portfolio online to end-customers. Finally, we're focused on helping our partners to extend their sales coverage and expand their team in order to unlock new logos and opportunities.

What are your priorities for the next 12 months?

While sustainability has been a hugely important business focus and will continue to be in the year ahead, hybrid working has also proved itself to be a big revenue driver. We're prioritising the creation of seamless home-to-office environments with our latest technology and solutions, whether it be through the launch of HP Presence conferencing solutions, the latest innovations to our PC portfolio or our print solutions. The shift to hybrid working also had an evolutionary effect on MPS contracts, and we are now witnessing a vast number of contracts become more bespoke as customers return to the office. Clients are now not only looking into the right device for the right location, but additionally want to ensure they have the right service.

Security is another huge focus area for us, and the opportunity and need today is fundamentally different than it was prior to the pandemic. We know that with hybrid working here to stay - ITDMs are planning to invest heavily in cyber secure hardware and software. Especially with 91 per cent of ITDMs spending more time on endpoint security now than they did two years ago. For channel partners, this means that products offering seamless built-in protection, like HP's Wolf Security, will increasingly become a market expectation to ensure always-on defence for remote work environments.

Name one trait you prize highly in partners, and one you deplore?

Prize - collaboration. Deplore - supporters of the Bath Rugby team

How do you feel HP's margin proposition stacks up against your peers?

We're proud to have the broadest portfolio in the industry spanning across a breadth of personal systems and print technology. All our technology is underpinned by sustainability - something not only important for the future of our planet but of increasing importance for profitability too. HP is also leading in security, hybrid working innovations and services - both contractual and subscription, which all together contribute a broad opportunity for strong, profitable growth in the industry.

If you could wave a magic wand and change one aspect of your channel performance or strategy overnight, what would it be?

I am confident in our strategy and channel performance, including our HP Amplify programme. No magic wand needed!

What's the most challenging aspect of being a channel leader?

Nothing energises me more than spending time with our partners - though I wish I had more time to connect more frequently, either remotely or in person.

Tell us something about yourself most people won't know

I've got a motor-racing license - a fact most people won't know as I'm always at the back at the grid, wishing I was more fearless.

What is your spirit animal?

Dog. Loyalty, bravery, affection, protection, communication, patience, and curious.

What would be your walk-on song, and why?

‘We will rock you' by Queen - always puts me in a great mood!

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