HP will announce further changes to the PartnerOne channel program that will make it easier for channel partners to do business with HP and to be rewarded for the business they bring, he said. Increasing incentives on strategic areas such as storage, data center and the printing market, Jones added, is one way he is improving the program for partners. 

Driving growth through VARs’ midmarket and SMB customers is also crucial, said Jones, since the $72 billion SMB market is difficult for HP to reach without the channel.

"We need your help to get to touch those SMB buying points. We just can't get to all of them," he said.  Another HP focus will be to reward partners who sell customers solutions that encompass HP's entire portfolio of products: storage, servers, PCs and printers, he said.   

"We know it's not easy; we know that it's tough. But that's why we're going to continue to reward you for investing in HP's products across the portfolio," Jones said. 

Jones cited additions to PartnerOne such as the SMB Expressway partner portal and the enhanced Attach Plus program, which rewards partners for every point of growth they achieve, as examples of how HP is changing to better address partner needs. He said that, starting March 1, HP will roll out a U.S. deal registration Web site that will provide a one-stop process for registering deals online.

Like Hurd, Jones addressed some glaring partner pain points. He said HP has spent "a lot of time and money investing in IT" to ensure that accurate partner sales data is readily available. He added that HP executives have been up front about the data reporting issues, and that if partners do not find improved speed, accuracy and timeliness of their data, they should not hesitate to contact him or Tom LaRocca, vice president of partner development and programs.

"You will get an answer from us," said Jones.  He then asked LaRocca to address another partner worry: that HP wants all of its resellers to sell HP exclusively.

 Click here to read more about HP loyalty versus exclusivity.

LaRocca said that while the issue of loyalty versus exclusivity has received a lot of attention, the strategy is not to ask partners to be exclusive.  HP recognizes that it requires significant investments in HP as partners build out their offerings to customers, and partners who make large investments in HP will see equally large returns, he said.

"As you add HP products to every sale, we want to reward you.  As you increase your commitment with us, we are going to increase our reward to you," LaRocca said.