Sale Engagement Principles

Global

1 October 2021 to 30 September 2022

Issue: 6.0
Date: 1 October 2022

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 TABLE OF CONTENTS

SALES ENGAGEMENT MODEL ............................................. 3

CUSTOMER CENTRIC GO-TO-MARKET STRATEGY................. 4

2.1 Account Leadership ............................................................ 5

2.2 The Leadership Role .......................................................... 5

2.3 The Supporting Role .......................................................... 6

FULFILLMENT ROLES ........................................................ 7

3.1 Product............................................................................. 7

3.2 Implementation & Professional Services ............................... 7

3.2.1 New or Complex Product Implementations ........................ 8
3.2.2 Product Registration ...................................................... 8
3.2.3 Like for Like Policy ........................................................ 9

RESELLER ENGAGEMENT PROCESS .................................... 9

4.1 Credentials and Authorizations ............................................ 9

4.2 Tools, Policies and Processes ............................................ 10

4.3 Edge Benefit Programs and Incentive ................................ 10

SOFTWARE LICENSING AND WARRANTY FOR END USER .... 10

REVIEW PROCESS ......................................................... 10

ADDITIONAL TERMS AND CONDITIONS ............................ 11

APPENDIX A: DOCUMENT REVISION HISTORY ....................... 11

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Sales Engagement Model

Avaya is focused on a customer driven, channel engaged business model to ensure the customers can
use their preferred procurement route for easy access to Avaya’s leading technology solutions.

Guiding Principles

Avaya and its Resellers operate in a highly competitive and dynamic marketplace. Avaya’s Sales
Engagement Principles (SEPs) are used to drive new revenues for both Avaya and our Resellers.

These principles are designed to:

• Put the customer first

• Recognize Reseller value

• Promote development in expertise through the Avaya Credential program

• Maximize and protect Avaya and Reseller growth / market share

• Drive profitability for both Avaya and the Reseller

The SEPs do not replace the contractual relationship that exists between Avaya and our Resellers, nor
do they replace the program guidelines and benefits outlined in the Avaya Edge Partner Program. Our
expectation is that we will all work to apply them consistently, recognizing that they must be
interpreted according to the specific details of the situation at hand.

These principles describe a way for Avaya and our Resellers to operate in a collegial manner. In doing
so, we will:

• Further our mutual interests in promoting the Avaya brand

• Drive Avaya brand preference in the market

• Create the best outcomes for all parties—the customer, the Reseller, and Avaya

Avaya and our Resellers are responsible for ensuring that the Avaya brand stands for value, service,
and quality. These SEPs will help us fulfill that responsibility and to provide outstanding products and
services to our customers. The goal should be to pursue new customers, new markets, and high
growth opportunities.

The SEP Review process detailed in Section 5 gives both Avaya and the Reseller the opportunity to
verify adherence to the SEPs. The purpose of the SEP Business Review process is to resolve any
disagreements about whether particular actions are consistent with the SEPs and will be coordinated
by the Channel Account Manager or Avaya account owner.

Avaya expects its employees to act ethically and with integrity in compliance with relevant laws,
regulations and our code of ethics and business conduct. Avaya also expects ethical and compliant
behavior from its valued Resellers, including compliance with the Channel Partner Code of Conduct.

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Customer Centric Go-To-Market Strategy

Avaya’s market strategy focuses our integrity, trust, creativity, and innovation to serve customers.
We recognize the importance of strategic alliances with our Resellers and customers. These alliances
enable optimal sales coverage and penetration into new accounts and markets. Customer preferences
are considered when determining who will lead their account management.

Avaya uses segmentation to improve the customer experience. Generally speaking, Avaya leads on
Named accounts and Resellers lead on Commercial accounts. Avaya’s focus in the market is to drive
new growth opportunities and expanded coverage, ensuring our customers receive the full benefit of
Avaya's portfolio. Named account customers typically meet a minimum company size requirement for
Avaya to apply high touch sales teams and strategic resources to lead architecture discussions and
support their complex needs, independent of direct or channel fulfillment. Resellers should engage
Avaya’s high touch team when approaching customers of this size. Commercial accounts are all non-
named customers. Our Resellers will take the leadership role in the majority of these engagements.

Avaya uses segmentation to focus resources and expand customer and market coverage. Generally,
Avaya will hold a leadership role in our largest customers who have significant investment in the Avaya
portfolio. This leadership position will focus on expanding Avaya’s portfolio and securing growth.
Similarly, Avaya will look to our Channel Resellers to drive new growth opportunities and expanded
coverage to ensure our customers receive the full benefit of Avaya's portfolio.

It is critical that there be no confusion about which company takes the lead in the relationship with
an account or opportunity. Confusion and overlap are inefficient, creates conflict and hurts all parties
involved. Based on the principles outlined in this document, Avaya, the Reseller, and the customer
drive the decision about who should lead. That decision should be made based on existing
relationships, needed skills, technical complexity, geographic coverage, and other important factors
that may come up at the time.

It is important to remember that account leadership is not the same as account fulfillment, as outlined
below.

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2.1 Account Leadership

Customers make our relationship possible and it is our ultimate goal to provide value to our customers
and meet their needs. Clear account leadership is essential to expand sales coverage, maximize
resources, and capture market share.

Overall, Avaya expects most of its customers to be fulfilled through the channel and 10-20% to be
Avaya fulfilled.

2.2 The Leadership Role

Avaya or a Reseller will assume the leadership role on accounts based on customer preference,
customer investment, and solution complexity. The expectations of the leadership role are as follows:

• Own the relationship

• Drive the Avaya roadmap, setting brand and platform preference for Avaya with the customer

• Represent Avaya products and services as the best solution to solve business issues for
customers

• Design and develop comprehensive solution proposals that meet end user needs

• Be responsible for ensuring consistent messaging and solution development for customers

• Actively engage Avaya in planning and opportunities where joint fulfilled

• Expand sales coverage and enhance Avaya’s market presence while growing Avaya solution
content in each sale

• Drive strategy to add incremental product or service opportunities

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• Be an effective Avaya brand steward, increasing brand awareness and loyalty

• Ensure that customers are aware of their point of contact within the account leader

• Be a customer advocate and resolve customer satisfaction issues

• Attach the appropriate level of maintenance coverage per solution

2.3 The Supporting Role

The supporting role can be either a Reseller or Avaya. The purpose of this supporting role is to augment
the capabilities and provide the best complementary resources in support of the leadership role on an
account. The expectations of the supporting role are as follows:

• Represent the Avaya products and services as the best solution to solve business issues

• Support the account leader in delivering a consistent message, proposing solutions, and closing
business with new and existing customers

• Avaya will support Resellers in Reseller-led opportunities with technical expertise in complex
opportunities, the sale of new technologies, and provide relationship support

• Develop strategies to expand customer opportunities

• Grow customer engagement

• Participate in core team activities

• Funnel new opportunities through the core team

• Focus on leading in other accounts, markets or new customers

Example:
When a Reseller has the leadership role, as defined above, they would own management of the
account, but would bring Avaya in to assist in positioning roadmaps and solutions to the account. The
bigger the account, the more critical this is to mutual success with the account. When the Reseller
has the leadership role and brings Avaya in, under no circumstances will Avaya leverage this to
position any Avaya-led services to replace any Reseller-led services.

Avaya reserves the right in its sole discretion to change, cancel, suspend, amend,
modify, revoke or terminate this program, in whole or in part, for any reason at
any time. This document contains proprietary information of Avaya Inc. and is
not to be disclosed or used except in accordance with applicable agreements.

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Fulfillment Roles
Avaya sales teams will work actively with Resellers to define Avaya and Reseller skills to meet
customer’s requirements. To ensure consistency and predictability across the Reseller community,
Avaya has published policies and processes for specific situations found on the Avaya Sales Portal at
Sales Portal> Program> Policies and Processes. While recognizing that the end customer’s preferences
and requirements are important in the fulfillment process, Avaya and Resellers will adhere to Avaya
policies and agree on the optimal fulfillment route for particular opportunities.

3.1 Product
Resellers are an important part of the fulfillment process. We are allies at our core and operate with
the intent of always maximizing value and profit while growing, protecting, and maintaining the Avaya
brand in the market.

• Resellers must purchase all Avaya products through approved distribution channels or directly
from Avaya as set out in your Reseller contract. Product purchased from any other source is
considered “Gray Market”.

• Unless your Reseller contract says differently, approval from Avaya must be sought for multi-
tiering (i.e. where more than one Reseller and distributer are involved in the contract chain to sell
Avaya products). Examples where Avaya may approve multi-tiering include where there are
product shortages.

• Resellers can offer a new route to market, creating sales opportunities in new vertical markets

• Resellers can often provide add-on applications that drive upgrade sales and related applications
for existing customers

• Resellers help differentiate Avaya from other vendors and systems by providing additional
functionality, business benefit, and value for money

• All parties must protect investments made in Avaya product by preventing unauthorized leaks
into the Gray Market, and reporting possible abuses

• For situations requiring refurbished equipment, use Avaya Authentic Certified Refurbished
products to be sure they meet all necessary certification requirements

• Resellers may only sell in the authorized Territory, unless your contract says differently

• If the customer has affiliates in different countries, upon request, the customer is usually able to
buy all the licenses in one country and transfer them internally between affiliates, provided they
pay any necessary fees in accordance with Avaya’s Global Portability (GLP) Procedure, however
there are limitations so customer requests should be referred to Avaya for confirmation

3.2 Implementation & Professional Services

Committed, capable Resellers earn higher margins when implementations are managed effectively.
During all Reseller-Led Opportunity implementations, proper Avaya credentials and authorizations
must be in place. When a Reseller has the leadership role, it is up to the Reseller to ensure all the
proper implementation resources are in place for a successful implementation. Resellers providing

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implementation services must achieve authorization to implement. For guidelines and requirements
to become Implementation Authorized please refer to the Avaya Solutions Authorization Policy Guide.

While Resellers build their implementation proficiencies, they may use Avaya Professional Services
or another Implementation Authorized Reseller to perform implementations on their behalf.
Resellers are required to engage Avaya Professional Services for installations of new technology
and/or complex implementations covered by the Avaya Quality Framework program. Quality
Framework policy requirements are found at Avaya Quality Framework Policy portal page.

3.2.1 New or Complex Product Implementations

In order to fulfill more complex customer needs, Avaya and our Resellers depend on each other’s
expertise. Successful implementations increase customer satisfaction, while providing better margin
for the Reseller and Avaya. Avaya will continue to offer Implementation Services, and in the case of
new product introduction and complex implementations, may take the lead per the principles
outlined by our Quality Framework policy.

3.2.2 Product Registration

Registration is vital for consistent and accurate customer records. Up-to-date records improve
quality of support, renewal quoting speed, serviceability, connectivity, and ultimately improved
customer satisfaction. Failure of responsible parties to consistently and accurately comply with the
Avaya Global Registration Process is a significant problem and will cause customer issues. For full
details on Global Registration process, please visit support.avaya.com/registration or Avaya Global
Registration Policy portal page.

Maintaining customer record accuracy in Avaya systems is a critical responsibility for Avaya and our
channel Resellers. It is a foundational element in delivering the best possible service experience. As
such, the party which sells the service support agreement is responsible for all customer record
accuracy including proactively updating the customer’s records when changes occur.

Responsibilities for the respective solution are defined as:

Go-To-Market Responsible Party

Direct Avaya
Retail (US Only) Reseller
Wholesale Reseller
Co-Delivery Reseller

For more details please review the associated Avaya Service Agreement Supplement document.
Maintenance Support Services and Managed Services

Avaya offers Maintenance Support Services Go-To-Market options for customers in the following
ways:

Channel Support Offer type

Direct Direct Maintenance
Indirect Retail Maintenance (US Only)
Indirect Reseller Wholesale Support
Indirect Reseller Co-Delivery via Authorized Resellers

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A customer must have a maintenance support contract in place to receive access to patches, software,
and firmware updates, as well as access support material on support.avaya.com. Avaya relies on our
Resellers to fully protect our Intellectual Property as a core engagement principle. Avaya or the
Reseller will work with the customer to choose the best support option to fit the customer’s needs. If
there is an existing contract in place, the Like for Like Policy will apply.

While ensuring our existing customers receive all the benefits Avaya’s portfolio has to offer, it is
important that our Resellers pursue business with new customers to grow the base, rather than focus
heavily on pursuing embedded base maintenance business. Resellers need to comply with the
mandatory attach requirements of the service offering sold with the product or solution being
purchased. For specific information at an offer level see the offer page Support Services portal page.
Resellers are expected to upgrade existing customers and sell the full breadth of the Avaya portfolio
when a customer wishes to update their technology.

Many customers require a managed service option to address a variety of business and operational
challenges. These services range from remote management of equipment and solutions to customized
management of complex environments. Avaya positions Avaya Private Cloud Services (APCS) or
managed services on accounts that require managed support. Resellers are encouraged to position
Avaya’s managed services as a way to drive new services revenue and win net new accounts. APCS
also provides consulting and engineering services to the customer.

3.2.3 Like for Like Policy

The Avaya Like for Like Policy lays out the permissible options for any changes to the contracting go-
to-market model and support coverage level in successive maintenance, subscription, and cloud
contracts.

The policy aims to protect customer contracted services levels and encourages adding value so that
Avaya and its Resellers can better compete in the communications marketplace. It discourages
Resellers and Avaya from proactively soliciting end customers to shift existing engagement models,
which undermines the foundation of the Avaya/Reseller relationship.

For full details on Like for Like policy expectations and related processes, please refer to the Like for
Like Policy Guide.

Reseller Engagement Process

Avaya is focused on building and maintaining strong mutually beneficial connections with our Resellers
and customers. These connections leverage our collective strengths so that customers with Avaya
Solutions receive experiences that matter. Avaya Edge provides programs and policies that ensure
consistency and predictability across the channel community. Please visit the Edge Partner Program
portal pages for further details. We have invested in training, tools, processes, and incentive programs
to provide a fair playing field across our Reseller base and to help you win opportunities in the market.

4.1 Credentials and Authorizations

The Avaya Edge Credentials and Authorizations provide defined authorization levels by role and
function so each associate receives the appropriate training. Individual Reseller associates earn

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credentials through the Avaya Professional Credential Program, managed by Avaya Learning. Resellers
achieve Avaya Edge Authorizations based on credentials completed by the associates they employ.
Avaya Solution Authorizations are also a key element in increasing your Edge Program Gem Level.

4.2 Tools, Policies and Processes

At the Tools section of the Avaya Portal, you will find details of tools for account management, sales
tools, design quote and ordering, opportunity funnel management, proposal tools, registration,
product demos’, sales technical and pre-sales support as well as support policies and processes.
Please navigate to the Sales Portal> Tools> for more details.

4.3 Edge Benefit Programs and Incentive

For Edge Benefit programs including Opportunity Registration and Lead Generation please take a look
at the Edge Partner Program Overview page where you will find an overview or each program, benefit
calculators, and detail how to find your Benefit Summary statement.

Software Licensing and Warranty for End User

Avaya’s expectation is our Resellers adhere to the Reseller End User License Compliance Policy and
utilize the current Avaya Global Software License Terms for End Users as provided at the link below.
As an Avaya Reseller you are responsible to use the current copy as provided in this link and be
knowledgeable of any policy updates.

Tools> Policies and Processes> Support Services Policies> Avaya Global Software License (aka EULA)
Channel Partner Compliance

The Reseller has received via this Guide the current Avaya Portal link where the Software License
Policy and its related documents reside. Avaya’s expectation is all Reseller customer contracts are
compliant with the Policy as posted.

Review Process
Customers make our relationship possible. Our ultimate goal is to provide value to the customer and
meet their needs while working together in a deliberate, forthright, and fair manner. The review
process supports the relationship between Avaya and our Resellers so that we can grow together in
the market.

The purpose of the SEP business review process is to resolve any disagreements about our mutual
engagement. It is a joint effort between the Reseller and Avaya for the purpose of evaluating the
relationship and correcting any problems that are identified. The review verifies adherence by both
parties to the SEPs and also with Avaya policies. The Reseller will have the opportunity to review
Avaya’s performance and Avaya will have the opportunity to review the Reseller’s performance.

If any Reseller feels that Avaya has not adhered to these principles, that Reseller is encouraged to
bring their concerns to their Channel Account Manager (CAM) or the Avaya account owner. If Avaya
has concerns, Avaya will contact the Reseller via the CAM as well.

Whenever a change in Account Leadership or maintenance delivery is requested by the customer,

Avaya Sales Leadership (direct sales and channel sales) will gain details to understand the customer’s

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needs, concerns and to review the facts to make a business decision about any such change.

For example, if a customer approaches Avaya requesting to move away from a Reseller to Avaya
directly, the Avaya Account Team must discuss this with the Reseller’s Channel Account Manager, and
their respective leadership. No actions should be taken until Avaya’s Sales leadership is aligned on
next steps. Likewise, before a Reseller engages with a customer that is currently in a direct relationship
with Avaya, the Reseller should have their Avaya Channel Account Manager drive alignment within
Avaya. Such alignment conversations may require further conversations with the customer, which
should involve both Avaya and the Reseller.

Additional Terms and Conditions

Avaya Edge Programs and incentives are subject to further terms and conditions. They can be found
in Channel Programs Terms & Conditions section of the Channel Polices portal page

Appendix A: Document Revision History

Version Date Section Summary

5.0 01 August 2019 All Updated version for new template.

5.1 23 September 2020 All Updated version for new template.

Adding 5 Software Licensing and Warranty for End
5.2 13 October 2020 5
User
6.0 16 February 2021 3.1 Adding detail related to multi-tiering

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