Case study
How I captured 100% of HP’s indirect market budget
A full-year growth plan replaced fragmented campaigns and outpaced competitors
My role
Product Marketing Manager, HP Business
Owned strategy, planning and budget allocation for HP at Ingram Micro Belgium
Result
Captured the entire HP indirect budget, leaving the main competitor without allocation
Company
HP
Industry
Technology
Category
Positioning
Execution
Situation
HP marketing at the distributor level was handled through campaigns and short-term planning.
Expectations focused on visibility, partner activation, and category coverage.
Competition between distributors for budget allocation was high.
Shift
- Built a full-year marketing plan instead of quarterly campaigns
- Covered all categories and audiences in one system
- Introduced seasonality-based activation planning
- Anchored budget in growth logic, not activities
- Scoped budget at 1.5–2x to match ambition
Result
- Plan approved in full without reductions
- Secured 100% of HP indirect marketing budget
- Positioned Ingram Micro as the primary growth partner
- Competitor left without approved plan
Defining moment
The plan was presented in Vilvoorde to the leadership team.
There was no negotiation.
It was approved as-is.
