The launch of our newest business PC, HP Elite Dragonfly, the “lightest and more powerful laptop” for enterprise companies, offering high security, mobility, and style, setting the new standard of innovation for HP as a more sustainable company as many of its components came from recycled materials. Budget was very small to make a splash and we had many previous disappointed customers on the channel due to low inventories. Our competitor Lenovo had an amazing channel program which among other things included higher discounts. First, we decided to focus our funds on Channel Partners, distributors, and resellers, to earn their mind share – starting with branded team activations at their working environments offices, including training and incentives above and beyond existing programs. Second, worked with Alliance Partners, that matched our investment and with selected distributors and resellers, opting-in to invest their own partner funds in support of the program and launch. In sum, our budget became 3X, giving our team enough funds to include above the line advertising at airports, social and digital programmatic. The inventory was sold out within 6 weeks of execution, gaining the appraisal of the sales team and a best practice on budget management with alliance partners, and distribution channel.