VMware Development Funds Program Guide - FY2023 Effective February 7, 2022 - Program Activities
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The Program Program General Glossary
Activities Information
VMware Development
Funds Program Guide
FY2023
Effective February 7, 2022
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Jan 29, 2022) | Page 0 of 45
The Program Program General Glossary
Activities Information
Table of Contents
01 | PROGRAM OVERVIEW
• Program Overview
• Common Development Funds Eligibility
• Development Fund Types
• Development Funds Payment Models
• In-House Services
• Eligible Activity Expenses
• Ineligible Activity Expenses
• Prior Approval Submission Process
• Claim Submission Process
• Activities-at-a-Glance
02 | PROGRAM ACTIVITIES
• Demand Generation
• Enablement
• Funded Professionals
• Sales Incentives
03 | GENERAL INFORMATION
• Business Courtesies and Ethics & Compliance Approval
• Administration and Support
• General Terms and Conditions
04 | RESOURCES
• Glossary
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 1 of 45
The Program Program General Glossary
Activities Information
The Program
VMWARE DEVELOPMENT FUNDS Program Overview
PROGRAM GUIDE
Common Development
This VMware Development Funds Program Guide (Guide) provides information and terms governing use Funds Eligibility
of Development Funds provided to VMware partners under the “VMware Development Funds Program” Development
Fund Types
described in this Guide. Any initially capitalized terms used in this Guide not defined when first used or in
the Glossary Section below will have the meaning provided in the Partner Connect Program Guide or a Development Fund
partner’s Partner Connect Agreement or other applicable partner program agreement with VMware. Payment Models
VMware will reimburse a partner for all or part of the approved costs the partner incurs, or will award In-House Services
payment to the partner for attaining goals as part of a Pay-for-Performance activity, up to the amount of
Eligible Activity
VMware’s allocated Development Funds for a given activity, subject to the terms of this Guide and where Expense Examples
applicable any additional incentive program terms & conditions or separate terms agreed by partner and
Ineligible Activity
VMware to govern the activity. This Guide defines the VMware partner “Routes-to Market” (RTM) and Expense Examples
activities eligible for Development Funds. Funding for Eligible Activities (see “Activities at a Glance” page
Prior Approval (PA)
below) is not guaranteed and is subject to approval ONLY via the Partner Rewards Portal. Use of Submission Process
Development Funds under the VMware Development Funds Program and any other VMware partner
Claim Submission
incentives program are subject to the terms of partner’s applicable partner program agreement with Process
VMware, the Partner Connect Program Guide, this Guide, any applicable partner incentives program
Activities-at-
guide and/or terms & conditions, and any applicable activity/event specific terms. a-Glance
DRIVES
SUPPORTS marketing activities to benefit both
external marketing campaigns, VMware and authorized partners
enablement & sales initiatives that
generate demand for VMware products
DELIVERS
REWARDS a return on investment (ROI) greater
partners for executing incremental than either party could achieve
activities and is not intended to pay independently
for a partner’s operating expenses VMware
Development Funds
Program
Development Fund MODELS:
Reimbursement and Pay-for- ENROLLED AUTHORIZED
For
Performance
PARTNERS of VMware
Payment to non-eligible partners or third-party vendors are not a permitted use of Development Funds. Development Funds are
reimbursable to the requesting partner only and must not be forwarded to a third-party or ineligible partner. Specifically, DF activities must be
delivered or performed by partner or the vendor that the partner identifies on its DF Claim request (in other words, activities should not be
performed by a person or entity other than the one listed on a Claim submission, as such activity would constitute forwarding funds.)
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 2 of 45The Program Program General Glossary
Activities Information
The Program
Development Funds Eligibility Program Overview
Partners meeting the following criteria may participate in this VMware Development Funds Program:
Common Development
1 | Be a partner in Good Standing with VMware; Funds Eligibility
2 | Have undergone VMware’s “Partner Due Diligence” process and been approved by VMware Partner Compliance
prior to participation in the VMware Development Funds Program (referred to in this Guide also as the “Development Development
Funds Program”, the “DF Program” or the “Program”); Fund Types
3 | Be a Transacting Partner with VMware1; and Development Fund
Payment Models
4 | Achieve one of the following approved eligibility partner levels / types2:
In-House Services
Partner Eligibility Tier 3 & 4
Eligible Activity
Enrolled Authorized Partner Advanced Principal Expense Examples
Ineligible Activity
X Expense Examples
X
If enrolled in the VMware “Ignite Program”, Advanced
✓ ✓
level minimum is waived. Partner-level may be eligible Prior Approval (PA)
to VMware’s “Ignite Incentive Program” access with an Submission Process
approved Partner Due Diligence (or “DDQ”)
Claim Submission
Process
Eligible Non-Tiered Partner Types3 Activities-at-
a-Glance
“VMware authorized distributors” & “VMware authorized aggregators” ✓
“VMware Authorized Training Center” (VATC) partners ✓
Additional Criteria for Select Funds3
“Cloud Provider Fund” Be at the Advanced or Principal tier in the “Partner Connect Cloud Provider” track
“Hyperscaler Fund” Be at the Advanced or Principal tier in the Partner Connect Cloud Provider track
Ignite Fund Must be actively enrolled in the “Ignite Program”
“Renewals Fund” Have a minimum of $2M USD in incumbent “Subscription and Support” (SnS) in the incentive quarter
Have a signed “Appliance Amendment” to an existing VMware OEM Agreement. 50% co-investment is
“Project Market Maker Fund”
required to participate if the partner meets the market launch requirement.
“OPEX DF Fund” Must meet requirements outlined in the OPEX Funded Lifecycle Incentive Program T&Cs.
Please Note:
• Footnotes appear below. All partners must follow the requirements and DF Program Terms & Conditions as set forth in this Guide and the VMware Partner Code of Conduct.
• A partner will have access to Development Funds for up to one year, depending on when it gains access to the DF Program. Requirements set forth in this Guide and gross bookings will be verified by
VMware at the start of every VMware fiscal year, looking 12 months back, to confirm earnings eligibility for that period. If a partner joins mid-year, the 12-month look back will be completed at that point
instead.
To request participation in the Development Funds program or to check eligibility, contact partner’s
“VMware Partner Representative” or partnerconnect@vmware.com.
1 Excludes the OPEX DF fund, which allows for non-transacting partners.
2
Eligibility does not guarantee funding.
3
Partner levels are as per the definitions in the Partner Connect Program Guide.
4
Partners that are participating in the Two-tier Development Funds Execution Model, will have access to Development Funds through their distributor or aggregator. Restrictions
apply for partners accessing Development Funds through their distributor or aggregator. As a Development Funds eligible partner, you may consult your distributor on how certain
activities may be reimbursable through the distributor’s own access to the Partner Rewards Portal. Note: Receiving Prior Approval from VMware before an activity can start and
meeting all Proof of Execution requirements remains mandatory (PoE must be provided to the partner’s distributor for its Claim to VMware).
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 3 of 45The Program Program General Glossary
Activities Information
The Program
Development Fund Types Program Overview
“Common Development Funds” are proposal based and allocated quarterly. These Common Development
Funds Eligibility
funds are requested by, and may be distributed to, an enrolled, eligible Partner who
transacts with VMware. Development
Fund Types
Common Development Funds are assigned based on strategic business and marketing Development Fund
plans. Prior to requesting funds, Partners should be clear about the objective, purpose Payment Models
and goals of the proposed activity.
In-House Services
Eligible Activity
Expense Examples
Ineligible Activity
Have a lifespan of six months Can be invested for any Eligible Must follow the Claim requirements Expense Examples
from the beginning of the Activity listed in this Guide, and applicable DF Program Terms
funding period unless restricted by Partner Type & Conditions set forth below in this Prior Approval (PA)
or Funding Type, see pg. 3 for Guide Submission Process
restrictions.
Claim Submission
Process
Program eligibility does not guarantee funding. Partners should speak with their VMWare
Partner Representative or email partnerconnect@vmware.com to be assigned a partner contact Activities-at-
to discuss investment planning. a-Glance
“Contractual Development Funds” are accrued as stipulated for certain global alliance
and business partners (“Global Business Partners and Alliances”) in their VMware
partner program agreements (new or legacy agreements amended to adopt the
Partner Connect Agreement and referred to in this Guide as the parties’ “Master
Services Agreement” or “MSA”) and are available to drive marketing activity that
benefits overall joint global business opportunities and alliances. Accordingly,
Contractual Development Funds develop marketing initiatives and sales campaigns that
generate demand for both VMware and our Global Partners and Alliances.
Quarterly fund Partners can submit Must follow the Claim Limited for use by the
amount and lifespan PAs to deploy requirements process partner for which the
of the funds as Contractual in this Guide and Contractual DF has
defined in the parties’ Development Funds adhere to the DF been accrued pursuant
MSA for any Eligible Program Terms & to the partner’s MSA
Activities listed in Conditions as set forth with VMware
this Guide below in this Guide
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 4 of 45Program General
The Program Glossary
Activities Information
The Program
Development Fund Payment Models Program Overview
Common Development
Funds Eligibility
The Development Funds Program offers two payment models:
Development
Reimbursement Fund Types
For expenses incurred by an eligible claiming partner
Development Fund
Payment Models
A proposal-based program to generate demand for VMware products, to benefit both
VMware and the partner, and deliver a return on investment (ROI) greater than either In-House Services
party could achieve independently. VMware reimburses partners for approved and
Eligible Activity costs that the claiming partner has incurred for: Eligible Activity
• Demand Generation; Expense Examples
• Enablement; or
• VMware Funded Professionals (vFPs), when applicable Ineligible Activity
Expense Examples
Funding for Eligible Activities is not guaranteed, and partner proposals are subject to Prior Approval (PA)
Prior Approval by partner’s VMware Partner Representative (as/where applicable Submission Process
partner’s Partner Business Manager (PBM) or Partner Marketing Manager (PMM)). Claim Submission
Email VMware at partnerconnect@vmware.com to be assigned a partner contact Process
(references to “Partner Representative” in this Guide refer to VMware assigned partner
Activities-at-
contacts for those without designated representatives). a-Glance
Pay-For-Performance
For pre-established goals and milestones
The Pay-for-Performance Development Fund model incentivizes a partner’s achievement
of negotiated goals during a program quarter.
Sales Incentives
Quarterly Pay-for-Performance sales incentives reward partners for achieving specified
behavioral activity-based goals for the defined program quarter. Pay-for-Performance
sales incentives must comply with VMware guidelines and policies applicable to sales
incentives as well as the DF Program Terms & Conditions set forth in this Guide and
applicable laws.
Payment to non-eligible partners or third-party vendors are not a permitted use of
Development Funds. Development Funds are reimbursable to the requesting partner with
an approved PA only and must not be transferred to a third-party or ineligible partner.
Specifically, development fund activities must be delivered or performed by the vendor that
the partner submits on the reimbursement Claim (in other words, activities should not be
performed by a person or entity listed other than the one stated on the Claim submission,
as such activity would constitute forwarding funds).
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 5 of 45Program General
The Program Glossary
Activities Information
The Program
In-House Services Program Overview
In-House Services (IHS) are Demand Generation and Enablement services (see “Activities at a
Common Development
Glance” page below) performed by a qualified authorized partner using its internal resources. Funds Eligibility
VMware pre-approval is required for partners to participate in the IHS process.
Development
Only pre-approved IHS partners may submit an In-House Services claim for the Eligible Activities Fund Types
shown in the IHS Activity Matrix table below. Invoices should be raised to the applicable VMware
Development Fund
entity (VMware, Inc. for U.S. and VMware International Unlimited Company for non-US). Payment Models
Fair Market Value (FMV) is the value VMware is willing to reimburse for IHS activity costs of
Eligible Activities pursuant to the FMV Matrix which is available on Partner Connect. FMV is In-House Services
not for total aggregate costs of an Eligible Activity but applies to the portion of activity costs
Eligible Activity
that are a partner’s IHS. FMV is a “not to exceed” capped amount, with no exceptions. IHS Expense Examples
can only be used for items listed in the IHS Activity Matrix below.
Ineligible Activity
For a partner’s activities to qualify for IHS eligibility, the partner’s internal marketing resources Expense Examples
must meet the following criteria:
Prior Approval (PA)
1. Partner must meet Development Funds Program eligibility Submission Process
2. Partner must have completed VMware’s annual VMware Brand Training and have been Claim Submission
approved by the VMware Brand Team to create customer-facing marketing collateral Process
that meets VMware standards. Activities-at-
a-Glance
3. Have IHS "at scale" and the ability to deliver proposed marketing services. Partner
capability is supported by partner’s completed VMware “In-House Services
questionnaire” and includes the following (which constitutes IHS “at scale”):
a. five or more dedicated full-time equivalent (FTE) partner employee marketing resources;
b. 10+ marketing projects per quarter;
c. Meets four or more capabilities / services listed on the questionnaire;
d. IHS questionnaire will be available by request to the VMware Partner Marketing Manager or
Representative;
e. VMware applicable GEO Marketing Director(s) has/have approved; and
f. All approved IHS partners and VMware Marketing
Managers / approvers are required to take the
IHS oriented “VMware Brand Training” course.
Applications to use IHS are accepted and reviewed in Q4 of each VMware
fiscal year with IHS status becoming effective in Q1 of the next fiscal year
(ergo, applications for FY23 are no longer being considered). Consult
your VMware Partner Representative for additional info.
Important: vFP and Pay-for-Performance
activities are excluded from the In-House
Services process and program requirements.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 6 of 45Program General
The Program Glossary
Activities Information
The Program
Eligible Activity Expense Examples Program Overview
Third-party booth / exhibit rental costs: Development
Includes booth properties; carpet / flooring, Funds Eligibility
furniture & accessories, graphics / signage
Common Development
Fund Types
Third-party venue costs:
Room rental, décor, tents, staging, linens, Development Fund
table covers, non-refundable security Payment Models
deposits
In-House Services
VMware promotional merchandise:
All promotional merchandise must contain a VMware brand Eligible Activity
logo. Maximum cost (USD) per item (inclusive of tax, shipping Expense Examples
and other related costs):
- $25:India and SEAK countries (excluding Singapore) and Public
Sector employees in the U.S. Ineligible Activity
- $50: All other countries (including Singapore and commercial/ Expense Examples
private sector employees in the U.S.)
Prior Approval (PA)
*See VMware Branding Guidelines and VMware Co-Branding Guidelines Submission Process
Rental of audio / visual: Claim Submission
Microphones, screens, projectors, iPad or Process
Authorized equipment, electrical, Internet, lead retrieval
associated with an Eligible Activity Activities-at-
expenditures to be a-Glance
incurred by the Business courtesies as part of an event:
claiming Partner Business dinners, networking events, or other non-charitable
activities associated with the business activity. The event must
be for a legitimate purpose to demonstrate or promote VMware
products and services. The social / leisure portion of the overall
business activity cannot exceed 25% of the total activity duration
or cost. VMware Business and Courtesy spending limits and
approvals apply.
Business courtesies involving customers
VMware Ethics & Compliance (E&C) approval should be obtained in
compliance with page 31 of this Guide, specifically for attendees of
Public Sector Entities whose costs exceed thresholds as indicated in the
Development Funds Program Activity Special Instructions. Contact your
VMware Partner Representative for assistance complying with VMware
E&C requirements.
Marketing & production: Event planning / management, print
and design work, advertisements, invitations; includes third-
party agency costs associated with work produced
Catering: Food, refreshments and / or beverages
Development Funds Pre-Funding Policy
Claims for prefunding of activity costs will not be approved except for third-party tradeshows and non-refundable event deposits. Non-refundable event
reservation expenses incurred may be claimed before the event date with proper PoE as indicated in the Program Activity details. The funding source can be
from the quarter in which the event takes place or the date the sponsorship or event deposit was paid. Third-party event deposits cannot be claimed prior to
the event unless the deposit is non-refundable and supported by proof of the event cancellation refund policy.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 7 of 45Program General
The Program Glossary
Activities Information
The Program
Ineligible Activity Expense Examples Program Overview
Alcoholic Beverages
Common Development
Alcoholic beverages cannot be purchased separately; they must be part of the overall restaurant / Funds Eligibility
catering service or part of the overall event bill.
Common Development
Consulting/Lobbying Expenses Fund Types
Consulting services that do not generate direct and verifiable joint financial benefit for the partner and
Development Fund
VMware. Lobbying (legislative or procurement) or lobbying for Public Sector Entities or Public Sector Payment Models
Employees (unless pre-approved by VMware’s Government Relations Office).
Entertainment Activities In-House Services
Development Funds cannot be used for social events or entertainment requiring an admission fee.
Eligible Activity
Examples include, but are not limited to tickets to sporting events, concerts, shows, theater and similar Expense Examples
activities, and illegal or inappropriate entertainment.
Ineligible Activity
Gift Cards/Gift Vouchers, Raffles/Sweepstakes/Contests/Lucky Draw, and Non-VMware Logo Expense Examples
Giveaways
Prior Approval (PA)
Non-refundable event cancellation fees Submission Process
VMware will not reimburse non-refundable event cancellations fees that partners have incurred due to
Claim Submission
non-execution of the activity where VMware was not at fault. Process
Partner Operating Expenses & Facilities (Infrastructure) Activities-at-
Development Funds cannot be used for the reimbursement of wages (excludes contracted vFPs and a-Glance
Big Bet and Emerging Partner Incentive Program acceleration resources), general maintenance and
repair costs, administrative fees or day-to-day operating expenses (including selling, general &
administrative (SG&A)).
Payments to third-parties on behalf of VMware
Development Funds may not be used for the payment of goods or services not ordered by or for the benefit of the
partner. Partners are required to report concerns related to potential misconduct to the VMware Ethics Helpline.
Reports can be made anonymously through VMware’s ETICA Site
Personal Incidental Expenses
Personal incidental expenses are not eligible for Development Funds reimbursement. Examples include: snacks, hotel
movies, in-flight internet access fees, airline lounge fees, personal excursions, or side trips.
Platform Development
VMware will not reimburse for platform development costs which include development costs of a system or web-
based platform / framework including development costs, charges for server usage, hardware or software required
for implementation (i.e., Eloqua or Marketo). Non-eligible capital expenses include: machinery and equipment or
other hardware or software purchases, leasing fees, annual subscription or licensing fees.
Political / Charitable Activities and Contributions
Funding of political or charitable activities or contributions are not allowed. Examples include; fund raisers, and
charitable components of an event, i.e., sponsorship of a charity golf tournament, sponsoring prizes and giveaways.
Reclaimable Taxes
Underlying taxes incurred by a partner are an ineligible expense and should be excluded from the
reimbursement Claim.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 8 of 45Program General
The Program Glossary
Activities Information
The Program
Ineligible Activity Expense Examples Program Overview
Travel and Lodging Common Development
Any travel and associated travel expenses such as hotel, transit (e.g., rental car), etc., except for the Funds Eligibility
reasonable and customary expenses for (a) end user customer travel associated with VMware
executive briefings at an approved facility and (b) travel related to vFP services as specified in a “vFP Development
Fund Types
Addendum” to a partner program agreement. Travel is reimbursable only when noted in the
Development Funds activity. Development Fund
Payment Models
Tradeshow Booth Purchase or Construction
Development Funds cannot be used for the purchase and construction, including warehouse storage In-House Services
fees of a tradeshow booth that goes above and beyond the items which are included in the
sponsorship package (if package says booth area with x number of tables and chairs that is acceptable, Eligible Activity
but DF cannot be used for upgrading the area with a different booth). Expense Examples
VMware Products & Services Ineligible Activity
Expense Examples
Development Funds cannot be used to purchase any VMware Products or Services that are purchased
directly from VMware or a third party. Prior Approval (PA)
Submission Process
VMware Attendee Registration Fees or Attendance Cost
Development Funds cannot be used for a VMware employee to attend or register at an event or cover Claim Submission
a VMware employee’s attendance costs. Process
VMware Sponsorship of a Partner Self-Hosted Event Activities-at-
a-Glance
Development Funds cannot be used for sponsorship packages in a partner’s own tradeshow,
conference, summit or other event, where VMware pays a pre-set fee to the partner in exchange for
VMware’s participation in the partner’s event. A sponsorship prospectus of activities offered to
VMware for a flat fee would be considered a VMware operating expense (OPEX).
VMware Training Credits and Certification Exam Vouchers
VMware Event Attendance Passes
VMware attendance passes for events, such as but not limited to VMworld, vFORUM, and EMPOWER,
are ineligible Development Funds expenses.
VMware Event Sponsorship
Sponsorship cost of VMware events, such as but not limited to VMworld, vFORUM, and EMPOWER,
are ineligible Development Funds expenses.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 9 of 45The Program Program General Glossary
Activities Information
The Program
Prior Approval Submission Process Program Overview
Common Development
Funds Eligibility
FUND Development
PRIOR APPROVAL (PA) Fund Types
Development Fund
Payment Models
Submit Prior Approval requests via An approved PA reserves funds Partners can cancel both START OF ACTIVITY
Partner Rewards Portal. All requests for an activity approved and unapproved PA
will be assigned a unique PA. The PA activity start and end dates requests before a Claim is
A PA must be approved in the Partner
must fall within the 6-moth lifespan of submitted through the Partner In-House Services
the Development Fund selected for Rewards Portal
Rewards Portal prior to start an activity that activity. Activities and expenses
otherwise it will be denied by VMware If cancelled or denied, funds are
must occur within the activity start returned to the fund controlled by
auditors. Minimum amount for a PA and end dates on the approved PA
submission is US$500 across all Geos. It form. The original PA approval date
the applicable PMM to be
reallocated. A PA request cannot
Eligible Activity
is recommended that a partner submit a
PA at least 7 days (or 2 weeks if E&C
can only be taken into consideration be edited once a Claim is made Expense Examples
for Sales Incentive activities where against it.
approval is required) before the ONLY the amount is reduced or when
expected activity start date or partner VMware changes the fund the
will run the risk of the PA request not
being approved.
partner selected. Ineligible Activity
Expense Examples
Prior Approval (PA)
Partner will enter activities for the A PA must be approved by VMware An approved activity All activity, partner spend, and Submission Process
upcoming quarter on to its plans using within the Partner Rewards Portal must be executed PoE dates MUST align within the
the “Partner Investment Planner inside” A partner can edit a PA at any point prior to before the fund expiry DF fund life selected on the PA
on the Partner Rewards Portal submitting a Claim. However, if a PA is date Partners must submit Claims within
If a partner does not use the “Investment edited it will re-route for review and the new
approval date will be used when
60 days of the activity end date or Claim Submission
Planner”, it cannot create a Prior Approval before the last day of the fund life,
request. Only exception is for Ignite determining if the Claim can be paid out, as whichever comes first. Process
Program and Renewals Program PAs which activities must be approved by VMware
will not go through the Investment Planner. prior to the partner starting the activity.
Activities-at-
a-Glance
Prior Approval Details
• Partners must use the Investment Planner option in the Partner Rewards Portal to submit their plans for upcoming
quarters to autogenerate their PAs when funds become available. The only exception will be for the Renewals
Program and Ignite Program, partners in these Program will need to create their PAs directly in the Partner Rewards
Portal.
• All partners must create a PA request and obtain PA approval to participate in Development Funds activities.
• Submitted activity requests are approved in VMware’s discretion based on VMware’s strategic objectives, the ability
to generate demand for VMware products, and deliver the expected Return on Investment (ROI).
• Costs associated with activities undertaken without an approved Prior Approval will NOT be reimbursed. PAs must be
obtained prior to execution, and the PA start date needs to be post VMware’s PA approval date.
• Activities, Prior Approvals, and Claims must be submitted / completed during the corresponding fund life. The FY23
Common Development Fund lives are shown in the table below (Contractual Development Fund lives are a function
of applicable MSA and program terms):
VMware – DF FY23 Funding Periods
Fiscal Year Quarter Quarter Start Quarter End Fund End Date
Q1 29-JAN-22 29-APRIL-22 29-JULY-22
Q2 30-APRIL-22 29-JULY-22 28-OCT-22
FY23 Q3 30-JULY-22 28-OCT-22 03-FEB-23
Q4 29-OCT-22 27-JAN-23 5-MAY-23
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 10 of 45The Program Program General Glossary
Activities Information
The Program
Claim Submission Process Program Overview
Common Development
Funds Eligibility
FUND
Development
CLAIM Fund Types
END OF ACTIVITY
Claims must be submitted and Development Fund
approved within 60 days after Payment Models
the activity end date or before
the fund expires, whichever The Claim will be routed for All Claims must be submitted
comes first approval by the audit team before the end of the fund life.
The audit team will review all elements Any Claim which has not been In-House Services
of the Claim within 2 business days of submitted AND approved by the end
submission to ensure it meets all activity of the fund life will be denied
requirements, including E&C approval,
before providing approval. Eligible Activity
Expense Examples
Common and Contractual Development
Funds participants will provide proof Ineligible Activity
against the claimed activity as defined in Expense Examples
this Guide and must provide information
regarding the ROI. Claims will either be approved and
A partner should submit a Claim as early as paid out within 30 business days,
Prior Approval (PA)
possible and include: denied, or placed on hold. Submission Process
• Reimbursement Activities will require PoE that If a Claim goes on hold, a partner must get
proves claiming partner’s incurred expenses. all PoE submitted and Claim approved
• Pay-for-Performance Activities will require PoE before the PA expiry date, which is Claim Submission
that proves performance achievement. calculated 60 days from activity end date. Process
Activities-at-
a-Glance
Claim Details
• Partners may claim funds at any time throughout the funding period. All required Proof of Execution must be submitted with the Claim, as the Claim can
only be submitted once. If all PoE is not provided, the Claim will be audited based on provided PoE and actioned on accordingly.
• The required PoE must accompany Claims for reimbursement. Claims must be submitted and approved within 60 days after the activity end date as PAs
expire 60 days after the activity end date and cannot be claimed thereafter.
• Minimum Claim pay-out is $500 USD. Claims for less than $500 USD will be denied.
• Claiming partner must be listed as the bill-to on third-party invoices or claiming partner must be an approved In-House Services partner by VMware to
submit its invoice for eligible In-House Services activities and subject to Fair Market Value.
• Funds expire if the PA is not claimed, or the Claim is not validated prior to the PA expiration date. If a Claim is not submitted within 60 days after the
activity end date, with all required documentation, the PA will automatically close and NOT be paid.
• The final eligible reimbursable amount will be reflected in the approved PA request. VMware will pay no more than the reimbursable amount listed on
the approved PA. If the PoE submitted is less than the approved PA, the Claim will be paid out at the lesser Claim amount. Reimbursement for approved
Claims will be paid within 30 business days of Claim being approved for payment.
• A Claim being raised by one partner cannot be split and paid out to multiple partner entities or multiple entities within the claiming partner. The partner
that raises the Claim is the partner that will be entitled to receive DF. If more than one partner benefits from an activity, a PA must be raised by each
partner splitting the total cost. VMware will not directly reimburse any third-party vendor on behalf of a partner. This is the partner’s sole responsibility.
• Activities, Prior Approvals and Claims must be submitted / completed during the corresponding fund life. The FY23 fund lives are shown in the table
below:
VMware – DF FY23 Funding Periods
Fiscal Year Quarter Quarter Start Quarter End Fund End Date
Q1 29-JAN-22 29-APRIL-22 29-JULY-21
Q2 30-APRIL-22 29-JULY-22 28-OCT-21
FY23 Q3 30-JULY-22 28-OCT-22 03-FEB-22
Q4 29-OCT-22 27-JAN-23 5-MAY-22
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 11 of 45The Program Program General Glossary
Activities Information
The Program
Activities-at-a-Glance Program Overview
All Development Funds must be used for the below “Eligible Activities”, with accompanying Common Development
PoE, focusing on VMware products and services. Failure to meet the criteria will result in Funds Eligibility
denied PA requests or Claims for reimbursement. The following is an overview of the
Development
activities that Development Funds can be used for (activity detail is included in the “Program Fund Types
Activities” section of this Guide):
Development Fund
Payment Models
Demand Generation Enablement
In-House Services
Business Intelligence & Web Analytics (Behavioral Partner Readiness Events
Marketing)
Eligible Activity
Partner Sales Tool Development Expense Examples
VMware Customer Case Study Ineligible Activity
Expense Examples
VMware Certification Training:
Tele Sales & Appointment Setting VMware Authorized Training Prior Approval (PA)
Delivered Submission Process
Digital Marketing Claim Submission
Process
Delivery of VMware Certification
Training or VSP / VTSP Activities-at-
Print Marketing
Accreditation (VATC Only) a-Glance
Integrated Marketing Campaign
Funded Professionals
Paid Search Engine & Social Media Ad Placement
VMware Funded Professionals (vFP)
VMware Promotional Merchandise
Sales Incentives
VMware Executing Briefing
VMUG & Industry Events: Sponsorship
Sales Incentives
VMware Concierge Campaign
Customer / Partner Event: Demand Focused
VMware reserves the right to change program qualification, participation requirements and Eligible Activities as
required. Partners should always refer to this Guide (published on Partner Connect) to reference the latest version,
inclusive of the latest updates. The English language version of this Guide is the binding version; translations are
provided as a courtesy and are not binding.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 12 of 45The Program Program General Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
Business Intelligence & Web Analytics (Behavioral
Marketing)
The aggregation and analysis of customer / prospect online data for the purpose of transforming that data into usable
and actionable information to improve VMware products / services / solutions and Customer / prospect target
marketing to increase sales.
Business Courtesies IHS
ROI PoE Requirements Ineligible Expenses
Allowed Eligible
Estimated VMware • Third-party itemized invoice • List subscriptions
product/service (Partner Operating
pipeline • Readout of analysis: Report of Expenses and
results (KPIs) with Facilities
recommended actions to be No No (Infrastructure)
taken as a result of the analysis
• Consulting Expenses
• Travel and Lodging
Expenses
Examples of Eligible Expenses
• Datamining
• Data analysis
• Data cleansing
• Website session monitoring
• Use of web tracking tools to track and analyze user behavior
• End-user customer profiling
• Non-subscription-based list purchase
• Non-contractual user access to third-party platform and / or data tools
• BI reporting surveys
Special Instructions
• Business intelligence (BI) results should be used to make data driven informed decisions around VMware / partner
business planning and go to market strategies, improve opportunities for the potential of increased sales and better
customer engagement across social or other online platforms.
• Third-party created assets that represent positioning or performance of VMware products require VMware approval.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 13 of 45Program General
The Program Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
VMware Customer Case Study
Development of a print or digital case study that details an end user customer’s positive experience with VMware. Must
highlight how a VMware product or service solved an end user customer’s business problem, benefit received by
customer, and customer’s endorsement of VMware.
Business Courtesies IHS
ROI PoE Requirements Ineligible Expenses
Allowed Eligible
• Third-party itemized invoice or receipt with an item
N/A description, date of service, and total amount • Travel and Lodging
• Final version of VMware Case Study in digital format (.pdf, Expenses
video link, or other accepted formats, as applicable) with
VMware name or logo visible No No • VMware Authorized
• If the creation of the case study requires in-person Training Center
participation, the partner must provide the completed
VMware Partner-Led In-Person Event DF Request Form on (VATC) Partners not
the PA. eligible for Case Study
reimbursement
Examples of Eligible Expenses
• Print or digital case study
• Development, writing, production costs to produce the case study
• Print and distribution / publication costs
Examples of Eligible Expenses
• Must reference VMware and display the VMware logo per VMware Branding Guidelines.
• Please follow “VMware Case Study” template format and VMware Branding Guidelines. To gain access to the VMware Case Study
template please contact references@vmware.com. Print and distribution / publication costs.
• Partner-led in-person events may be held but must follow the requirements listed in the VMware Partner-Led In-Person Events DF
Request Form on the PA and provide the in-person event PoE listed above or the Claim will be denied, no exceptions. Note: VMware
strongly recommends and encourages partners to have all attendees sign a liability waiver/release or event participation
acknowledgment as outlined in the VMware Partner-Led In-Person Event DF Request Form.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 14 of 45The Program Program General Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
Tele Sales & Appointment Setting
Outbound lead generation telemarketing campaigns that target end-user customer / prospects that promote VMware
or VMware alliance joint products or solutions.
Business IHS
ROI PoE Requirements Ineligible Expenses
Courtesies Allowed Eligible
Estimated VMware • Third-party itemized invoice or • Raffles/Contests/Lucky
pipeline In-House Services approved Draws, Non-VMware
partner generated line item- logo giveaways, gift
invoice billed to VMware cards / gift vouchers
• Call script featuring VMware • Partner Operating
product or solution messaging No Yes Expenses and Facilities
(Infrastructure)
• Call list qualified lead list
including PA #, activity name,
prospect company name,
prospect email domain, and
prospect country the provided
excel template.5
Examples of Eligible Expenses
• Tele sales
• Sales appointment setting
• Contact list opt-in verification
• Partner call blitz campaign
• Database cleanup (qualifying leads)
• Database or list acquisition costs (rental or purchase)
• Sales / service script development
Special Instructions
• Database / list purchase / rental must be tied to campaign.
• Invoice dates must align to campaign dates.
5
Personal data collected by partners is stored by VMware to confirm participation in marketing activities for VMware products and service. Partner is responsible for obtaining a consent
to permit use and storage of personal information shared with VMware that runs to the benefit of both partner and VMware.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 15 of 45Program General
The Program Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
Digital Marketing
Creation of broad reach promotional and brand content for VMware products or solutions in digital marketing targeted
at end-user customers or prospects. Must contain a customer call to action.
Business Courtesies IHS
ROI PoE Requirements Ineligible Expenses
Allowed Eligible
Estimated For tv ads, radio ads, print publication ads, online banner • Partner Operation
VMware and video creation you need to provide the following Expenses and
Pipeline PoE:
Facilities
• Third-party itemized invoice or In-House Service (Infrastructure)
approved partner generated line item-invoice billed
to VMware
Must also include ONE additional form of the following
PoE’s:
• Screenshot(s) of digital content, showing VMware
logo / VMware name
• Audio or video file of media broadcast OR TV / Radio Yes7 Yes
broadcast script referencing VMware
For content that is not a tv ad, radio ad, print publication
ad, online banner or video creation partner must also
provide:
• List of qualified leads or opportunities including PA#,
company name, email domain, and country using
provided excel template.6
If the creation of digital marketing collateral requires in-
person participation, the partner must provide the
completed VMware Partner-Led In-Person Event DF
Request Form on the PA.
Examples of Eligible Expenses
• Production and delivery costs, associated Third-party program / project management charges
• Emails
• Online banners
• External web page creation
• TV or radio ads
• Videos
• Digital catalog
• Digital ads in professional journal / publications
• eNewsletter
• Podcasts & webcasts
Special Instructions
• All documentation must specifically reference VMware and display the VMware logo per VMware Branding Guidelines.
• Third-party created assets that represent positioning or performance of VMware products/services require VMware approval.
• In-person events may be held but must follow the requirements listed in the VMware Partner-Led In-Person Events DF Request Form on the PA and provide
the in-person event PoE listed above or the Claim will be denied, no exceptions. Note: VMware strongly recommends and encourages partners to have all
attendees sign a Liability waiver/release or event participation acknowledgment as outlined in the VMware Partner-Led In-Person Event DF Request Form.
6
Personal data collected by partners is stored by VMware to confirm participation in marketing activities for VMware products and service.
7
Small gifts of de minimis/minor value are acceptable.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 16 of 45Program General
The Program Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
Print Marketing
Creation of broad reach promotional and brand marketing content for VMware products or solutions in print targeted
at end user customers / prospects. Must contain a customer call to action.
Business Courtesies IHS
ROI PoE Requirements8 Ineligible Expenses
Allowed Eligible
Estimated • Third-party itemized invoice or In- • Partner Operation
VMware House Service approved partner Expenses and
Pipeline generated line item-invoice billed to
VMware Facilities
Yes9 Yes
(Infrastructure)
• Copy of print collateral featuring the
VMware logo or VMware name and
publication name or logo
Examples of Eligible Expenses
• Production and delivery costs, associated third-party program / project management charges
• print catalog
• Ads in professional journal / publications
• Newsletters
Special Instructions
• All documentation must specifically reference VMware and display the VMware logo per VMware Branding Guidelines.
• Third-party created assets that represent positioning or performance of VMware products require VMware approval.
8
Personal data collected by partners is stored by VMware to confirm participation in marketing activities for VMware products and service.
9
Small gifts of de minimis/minor value are acceptable.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 17 of 45Program General
The Program Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
Integrated Marketing Campaign
A campaign composing of multiple eligible Development Funds demand generation activities that are performed
together to promote a consistent message to a specific audience which ultimately turns leads into end user customers.
Business Courtesies IHS
ROI PoE Requirements10 Ineligible Expenses
Allowed Eligible
Estimated • Partner Operation Expenses
VMware • List of qualified demand gen activities and and Facilities (Infrastructure)
corresponding information provided at time of
Pipeline PA submission using this excel template • Raffles/Contests/Lucky
• At claim time, all PoE specified on Draws, Non-VMware logo
template provided during PA submission giveaways, gift cards / gift
must be submitted in order to receive vouchers
reimbursement. (i.e., itemized invoices,
attendee/lead lists, presentation with • Consulting Expenses
VMware logo, etc.)
• Platform Development
• If hosting a partner-led in-person event, Yes
the partner must provide the completed • Travel and Lodging Expenses
VMware Partner-Led In-Person Event DF Yes (excluding
Request Form on the PA items • Personal Incidental Expenses
• If the Partner-Led Event is anticipated to have 25 listed below)
or more persons in attendance, then at time of • Alcoholic Beverages
claim the partner must also submit proof of
• Entertainment Activities
execution that shows a live virtual offering was
run in parallel with the Partner-Led Event (e.g., • Political / Charitable Activities
the invite or agenda mentioning the virtual and Contributions
version and how to participate virtually, whether
or not any attendees use the virtual option). • VMware attendee registration
fees or attendance cost
• VMware Sponsorship of a
Partner Self-Hosted Event
Examples of Eligible Expenses
• Digital Marketing
• Print Marketing
• Paid Search & Social Media Ad Placement – not IHS eligible
• Promotional Merchandise – not IHS eligible
• Partner/Customer Event: Demand Focused
• Tele Sales & Appointment Setting
• Business Web Analytics & Web Analytics (Behavioral Marketing) – not IHS eligible
• Catering expenses – not IHS eligible
Special Instructions
• To use the Integrated Marketing Campaign Activity, partner must upload the completed template during PA submission. If the partner’s PA request is
missing the template, partner’s claim will be denied.
• When using In-House Services for IHS eligible components as part of the integrated marketing campaign activity, partner must follow the FMV caps. If
partner’s invoices are over the cap, the Claim will be paid out at the cap.
• Additionally, when using In-House Services, the total for the IHS components of the activity cannot be more than the sum of the activity caps for the
respective activity caps, cost caps are listed in the Fair Market Value Matrix Table. If partner is submitting a PA for only one activity type, the partner
should open a PA request for the specific activity type.
• 3rd party created assets that represent positioning or performance of VMware products/services require VMware prior approval.
• In-person events may be held but must follow the requirements listed in the VMware Partner-Led In-Person Events DF Request Form submitted with the
PA request and provide the in-person event PoE listed above for the Claim or the Claim will be denied, no exceptions. Note: VMware strongly
recommends and encourages partners to have all attendees sign a Liability waiver/release or event participation acknowledgment as outlined in the
VMware Partner-Led In-Person Event DF Request Form
10
Personal data collected by partners is stored by VMware to confirm participation in marketing activities for VMware products and service.
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Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
Paid Search & Social Media Ad Placement
Ad placement on Internet search engines or social media sites to increase website traffic / visits to sites that promote
VMware and VMware products.
Business Courtesies IHS
ROI PoE Requirements11 Ineligible Expenses
Allowed Eligible
Estimated • Third-party itemized invoices or • Partner Operating
VMware receipts Expenses and Facilities
pipeline
• List of qualified leads or opportunities (Infrastructure)
(online conversations) including:
PA#, company name, email domain, • Platform Development
and country using provided excel
template
Must also include ONE additional form
of the following POE’s:
No No
• Keyword report showing search date,
number of clicks, and number of
impressions
• Screenshot of VMware search engine
online content placement showing
VMware name or logo, with dates, if
possible, of ad placement
• Screenshot of VMware social media
content placement showing VMware
name or logo
Examples of Eligible Expenses
• Supporting third-party database or third-party web landing page hosting fees to promote assets,
third-party production costs (supported with a third-party invoice and / or receipts)
• Third-party paid content syndication services
• Paid search engine marketing (SEM)
• Paid search ad placement
• Paid keyword search on Google or other search engines
11 Personal data collected by partners is stored by VMware to confirm participation in marketing activities for VMware products and service.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 19 of 45Program General
The Program Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
VMware Promotional Merchandise
Purchase of low-value VMware logoed promotional merchandise to promote VMware and / or VMware
products/services as part of a demand generation activity or to promote lead capture activities associated with an
event.
Business Courtesies IHS
ROI PoE Requirements Ineligible Expenses
Allowed Eligible
N/A • Third-party itemized invoice / • Cash or cash
receipt showing qty purchased, equivalent (i.e., gift
item description, cost per item cards / gift vouchers)
and total cost promotional benefits
in any form are not
• Final photo of the merchandise No No allowed
with VMware logo prominently
displayed and unaltered • Gift cards / Gift
vouchers, Non-
VMware logo
giveaways, Raffles
Examples of Eligible Expenses
• Third-party shipping / handling charges
• Third-party creative
• Production
• Fulfillment charges
• VMware logoed items or VMware and partner co-logoed items only: pens, journals, cups, water bottles, apparel, or other
VMware logoed promotional item
• Maximum of $25 (USD) spend per item per person for SEAK countries (excluding Singapore) and Public Sector
employees in the U.S. All other countries (including Singapore and commercial/private sector employees in the U.S.) is a
maximum of $50 spend (USD) per item per person.
Special Instructions
• All items must include VMware logo as per VMware Branding Guidelines and can be coupled with partner logo per VMware
Co-Branding Guidelines. Items must be purchased from a third party or from the VMware merchandise online store
• POE photo requirement not required if merchandise purchased in approved VMware online store with third-party receipt from
Brandvia
• Claiming partner must be the bill-to party on the receipt / invoice
• Maximum cost per item; inclusive of all taxes, gratuities, shipping costs, and other incidental or related costs, (USD): $25 - US
public sector employees, India and SEAK countries: Korea, Malaysia, Philippines, Indonesia, Thailand, Vietnam, Brunei, Laos,
Pakistan, Cambodia, Bhutan, Nepal, Myanmar, Afghanistan, Maldives, Sri Lanka, Bangladesh
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 20 of 45Program General
The Program Glossary
Activities Information
Activities-At-A-Glance
Demand Funded
Enablement Professionals Sales Incentives
Generation
VMware Executive Briefing
An Executive Briefing or meeting for customers of VMware partners held in an approved VMware Briefing Center or
Executive Briefing Center location. Customer deal size requirements for briefing center eligibility may apply. Consult
your VMware Partner Representative for requirements. See VMware Briefing Center website for details.
Business Courtesies IHS
ROI PoE Requirements12 Ineligible Expenses
Allowed Eligible
• Third-party itemized invoice or receipts for end-user
Estimated customer lodging and transportation showing name of • VMware Authorized
VMware ticketed passenger(s), travel dates, cost, purchase
Yes Training Center
date, and flight or cabin class. Flight invoice must show
pipeline Departure and Arrival Airports (Round Trip (RT) or One No (VATC) Partners not
Customer Travel and eligible
Way if not claiming RT flight expenses)
Lodging MUST have the
• Customer invitation and briefing center detailed approval of VMware E&C • Meals, customer
agenda with event date(s) compliance office before the
invite is extended to the end
dinners and
Customer attendee list to include: PA#, event date,
company name, email domain, and country using user customer. All E&C entertainment
provided excel template approvals should be outside of the
attached as PoE to claim. scheduled EBC on-
• VMware E&C approval required per Page 31 for Public The identification of the
Sector Entity customers travel & lodging if over $100 expected number of end
site presentation
per person user customers from Public date and times are
• If hosting a partner-led in-person event, the partner
Sector Entities (identify not reimbursable
where feasible any specific
must provide the completed VMware Partner-Led In-
Person Event DF Request Form on the PA Public Sector Employees or • Personal Incidental
agents should be noted on Expenses
• If the partner-led event is anticipated to have 25 or the PA / Activity
more persons in attendance, then at time of claim the
partner must also submit PoE that shows a live virtual
Description). • Partner Travel
offering was run in parallel with the partner-led event Expenses (see Travel
(e.g., the invite or agenda mentioning the virtual and Lodging Expenses)
version and how to participate virtually, whether or not
any attendees use the virtual option).
Examples of Eligible Expenses
• Approved end user customer travel and associated travel expenses such as hotel, and economy class (coach) air fare. Partner must pay for the end user
customer travel and VMware will reimburse the partner directly
• Executive briefings in VMware approved briefing location: Palo Alto, CA; Reston, VA; Atlanta, GA; Sydney, AUS; Staines, UK; Bangalore, India; Tokyo,
Japan; Cloud Foundation; Munich, Germany; or other VMware VBC / EBC approved location
Special Instructions
• Partner invitations to end user customers should utilize the “VMware EBC Invitation” template.
• Expenses must be specific to dates of VBC / EBC event / visit.
• Contact your VMware Partner Representative for assistance with E&C requirements.
• In-person events may be held but must follow the requirements listed in the VMware Partner-Led In-Person Events DF Request Form on the PA and
provide the in-person event PoE listed above or the Claim will be denied, no exceptions. Note: VMware strongly recommends and encourages
partners to have all attendees sign a Liability waiver/release or event participation acknowledgment as outlined in the VMware Partner-Led In-Person
Event DF Request Form.
12
Personal data collected by partners is stored by VMware to confirm participation in marketing activities for VMware products and service.
VMWARE CONFIDENTIAL INFORMATION | VMware Development Funds Program Guide FY’23 (Effective Feb 7, 2022) | Page 21 of 45You can also read
