Technology Partner Program GuideAugment, Amplify and GrowWith the Industry’s #1 B2C and B2B Commerce Platform

Technology Partner Program | magento.com 2

Table of Contents

Overview 3

Marketplace is Our Foundation 4

Purpose of the Technology Partner Program 4

What Does It Mean To Be a Technology Partner? 5

How This Program Fits Within Adobe 9

How to Get Started 10

Summary of Partnership Benefits 11

Become an Affiliate 14

Business Operations 15

Marketing Opportunities 16

Magento Events 17

Team Up With Magento 18

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Technology Partner Program Guide Overview

Welcome and thank you for your interest in the Magento Technology Partner Program. The Magento Partner Team is excited to work with you.

Our mission is to enable merchants and brands of all sizes to deliver compelling commerce experiences. We aim to deliver the most comprehensive, flexible, and effective commerce platform in every region across the globe. Our customers are unique and diverse, engaging both businesses and consumers. They represent the small business, the corporate enterprise, and every size of company in between. To address this community from a technology, solutions, and services standpoint, we work with a vast ecosystem of partners just like you.

Magento is the World’s #1 Commerce Platform

• #1 Platform Internet Retailer U.S. Top 1000 – 2018 (6th year in a row)

• #1 Platform Internet Retailer Europe 500 – 2017

• #1 Platform Internet Retailer Latin America 500 – 2017

• #1 Platform Internet Retailer B2B 300 – 2018

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Marketplace is Our Foundation

The delivery mechanism that integrates complementary technologies to the Magento Commerce Platform is the Magento Marketplace. It’s the foundation of our partner program. Over 800 organizations promote and deliver more than 4,000 extensions to our community of developers, integrators, agencies, and customers, using open-source and licensed versions of Magento Commerce. If you’re thinking about becoming a Magento partner and do not already have an extension listed on the Marketplace, please take the time to learn more about building, certifying, and listing your extension. This is critical to your success.

Purpose of the Technology Partner Program

In addition to listing on the Marketplace, many businesses seek ways to stand out to potential customers. They find value in participating in a sales, marketing, and enablement relationship with Magento. To take advantage of these opportunities, we created the Technology Partner Program that works with a Marketplace Membership. We have over 100 partners representing dozens of categories. Our program is designed to generate opportunity for mutual benefit under three levels: General, Select, and Premier. While some levels offer increased levels of engagement – and with it benefits and requirements – we believe all partners are strategically valuable to Magento and our community. As such, the structure of the program we’ve put in place is intended to balance investment with opportunity for return. We encourage you to take the time to decide what level is right for your organization. Just ask our solution partners, developers, other technology partners, and of course your customers what they recommend.

Magento was founded as an open source technology and through our development and distribution through partners, it’s become the world’s most prominent commerce platform. We hope to build on this legacy with our investment in programs like this one. While we still have many elements to develop and improve, we are excited about the opportunities to grow the relationships and mutual business with our world-class base of technology partners. And we look forward to your membership in this distinctive community.

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What Does It Mean to Be a Technology Partner?

All Magento Technology partners contribute to the extensibility of the Magento platform, and our program supports two different types of participants:

1. Extension Builders

This group comprises developers, system integrators, and other members of the broader Magento community that create extensions to supplement the functionality of the core Magento platform. These extensions, listed on the Magento Marketplace, cohabitate with Magento code in both Cloud or On-Premise instances. Some of these contributions are made to the Open Source platform through our community engineering initiatives, and some are individually sold as add-ons in our Marketplace. If you’re an extension builder, Marketplace Membership alone might be all you need, however if you’re looking for the partner team to help increase your exposure to the community via our digital properties, then the Technology Partner Program could be a great fit for you.

Extension Builder Partner Benefits Marketplace Only

Select Extension Builder

Premier Extension Builder

Magento & Community Events Sponsorship Access

Cloud Sandbox

Preferential Marketing on Marketplace Banner Rotation

Certified Magento Extension Builder Badge

Re-Certification of All Extensions (within 30 days of major point of release)

Dedicated Partner Manager

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Program ParticipationExtension Builders gain access to the Technology Partner program through an annual program fee, tiered by Partner level.

Yearly Program Fees (in US Dollars):

Partner Commitment Marketplace Only Select Extension Builder Premier Extension Builder

Annual Fee None $10,000 $20,000

Rev Share 30% 30% 30%

• If you’re interested in listing your extensions on our Marketplace, please review our commercial terms.

• If you’re interested in elevating your status amongst the community, apply to the Extension Builder Program.

2. ISV Partners.

An oft-used technical term for Independent Software Vendors, these are companies who offer their own software or service. Their integrations sit on Marketplace, but their solutions are not embedded as an extension into Magento. Once Merchants download the actual connector or integration, they will also need to contract independently with these partners (unlike Extension Builders who usually do not require a contract with their firm to purchase the incremental functionality). ISV Partners can exist solely on Marketplace, but this can offer challenges via required Revenue Share due for Subscription fees collected (30 percent). By joining the Technology Partner program and paying the annual participation fees, ISVs do not have to pay the Marketplace revenue share, and instead can focus on taking advantage of the program benefits to increase their exposure and business. For ISV partners, there are also three levels, where the investment correlates to the engagement and benefits shown below:

General Partnerships

These partnerships are most common and are usually the initial level that ISVs consider when embracing Magento as a partner. Several of these benefits are outlined below, but grouped into Marketing, Enablement, and ecosystem exposure which the General partners can take advantage of on a self-service basis.

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Select Partnerships

These partnerships utilize many of the same offerings and benefits provided to General partners, however they also match partners with a dedicated Partner Manager. The Partner Manager will create and administer an annual go-to-market plan to help you leverage valuable Magento opportunities.

Premier Partnerships

These relationships require significant investment and coordination on both ends to deliver on a shared value proposition and unique business case. This will ultimately convey material benefits for the Magento Partner and ecosystems. This relationship is by invitation only and several of our existing Premier partners have evolved from General and Select relationships.

ISV Technology Partner Benefits General Partner Select Partner

Certified Magento Technology Partner Badge

Listing on the Magento Partner Directory & Marketplace profile page Priority Listing

Partner Info Sheets

Paid Advertising Whitelist

Guest Blogs**

Sponsorship Access to Magento & Community Events Priority Access

Customer Snapshots

Partner updates (Partner Portal, events and newsletters)

Dev license for both Magento Commerce (Enterprise) and Cloud edition

Prioritization in Marketplace EQP Process

Case Studies By Invitation

Co-funded/Co-sponsored events**

Preferential Marketing of Partner Integration on Magento Marketplace

Thought Leadership Content (short guides, Community insights, quarterly guides)**

ACHIEVE Technology Partner Spotlight

Dedicated Partner Manager

Magento PM & Engineering Access

Sales and Partner Kickoff attendance Available Priority

Magento U training and certification 20% discount 25% discount

** Subject to approval by Magento, including content, timing, frequency, and method.

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Program ParticipationAccess for ISV Partners to the program is through an annual program fee tiered by company revenue. Technology Partners do not need to pay revenue share on any licensing or subscriptions fees collected. Given the nature of Premier partnerships, there is no standard fee – each relationship is evaluated and terms agreed upon on case-by-case basis.

Yearly Program Fees (in US Dollars):

Company Revenue General Partner Select Partner

< $2 million $5,000 $50,000

$2 - $20 million $15,000 $50,000

> $20 million $25,000 $100,000

• If you’re interested in elevating your status amongst the community, apply to the Technology Partner Program.

• If you’re unsure of how you want to proceed when engaging the Partner program, we recommend General or Select as your entry point. If you’re interested in discussing the strategic possibilities of Premier level, please engage your Partner Manager.

The Magento Ecosystem – Vast, Diverse, and Growing.

Reach

Hundreds of thousands of merchants worldwide driving innovation

Breadth

Working across dozens of industry verticals and customer sizes

Opportunity

Collaborate with over 300,000+ developers

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How This Program Fits within Adobe

Magento represents the Commerce component in Adobe Experience Cloud.

While many of our partners benefit from engaging with both Adobe and Magento, there are many that primarily work with Magento. Because we’re still delivering value to Magento partners and the broader commerce ecosystem of merchants, the Technology Partner Program is continuing as one of the many partner programs that are administered within Adobe. Over time, we will continue to evaluate opportunities to create synergies and deliver greater value to the broader Adobe and Magento ecosystems – including how to address some overarching technologies within Adobe Exchange.

Join the Adobe Exchange Program.

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How to Get Started

Start your Technology partnership in four simple steps:

Create a Magento account. Then complete the simple application form for the Magento Technology Partner Program.

1Make sure you have an account to submit your extensions to Marketplace in our Magento Developer Portal. Read more about the developer account and all the tools available to in the Magento Marketplace User Guide.

2

Access the Partner Portal and update your Partner Directory listing with company information, bio and contact form.

Kick off your go-to-market strategy. Contact your Partner Manager directly to discuss marketing strategy and create a plan for the year.

3 4

We are excited about the opportunities to grow the re-lationships and mutual business with our world-class base of technology partners. And we look forward to your membership in this distinctive community.

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Summary of Partnership Benefits

Marketplace

Marketplace is the heart of the Magento ecosystem, offering a vibrant exchange for merchants who need access to high-quality extensions and themes to enhance their eCommerce sites. With over 4,000 extensions, more than 800 active developers, and over 200,000 transactions to date, Marketplace is the largest collection of extensions available for Magento Commerce.

Marketplace directly connects Developers to Customers. When you list products on Marketplace, your extensions and themes are visible to the entire global Magento ecosystem. Our code checks, quality, and marketing reviews protect your code. Plus, Marketplace streamlines the discovery, purchase, and support process – making life easier for you and your customers. And of course, sales are managed in a secure and profitable way, so everyone benefits.

For more information about Marketplace, see our frequently asked questions and developer guide.

Extension Quality Program (EQP)

The open-core, modular structure of Magento gives merchants unprecedented control over the look, content, and functionality of their eCommerce stores. To protect the health of the Magento ecosystem, all extensions must undergo a thorough quality check before appearing in the Marketplace. Extensions must align with Magento standards and best practices, including coding structure, performance, scalability, and compatibility with the Magento core.

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Submitting Your Extensions to EQP

We want to make it easy for you to join our Marketplace ecosystem. Read our helpful guidelines on the Magento Blog to get you started. Your Shared Packages must pass technical review before they can be referenced by your extension. More details are in the Magento Marketplace User Guide. Once you have submitted your extension within your developer account, it will flow through the following stages:

Business Review:

First, we want to know a little about your product. This is the preliminary review to ensure you’re offering distinct functionality to solve a common problem and appeal to a broad Magento audience.

Technical Review:

Once you’ve passed Business Review and uploaded your code, it will go through automated install tests. Once those are passed, it will move to manual QA. This is where your developer will likely be involved in fixing any errors our QA team may find.

Marketing Review:

Once the code is all checked out, we have to make sure the information in both your listing and company profile is accurate and that our merchants will clearly understand your extension’s value and functionality. Read the helpful tips in the Magento Marketplace User Guide.

Development Licenses

As a partner, you receive a non-exclusive, limited, non-transferable development license to use Magento Commerce software, Marketplace, and Magento Services solely for the purposes of development, customization, marketing, and distributing extensions. The goal is for partners to develope the most useful extensions possible for Magento merchants.

Partner Portal

The Partner Portal is your place to tell the community about your products and services. Use your partner profile to update your public Partner Directory listing, register deals, download Magento versions, and find technology and marketing resources. Partner Portal permission levels may be set for shared access. To improve partner user management, permission levels may be set for shared access.

Be sure to check your Partner Portal regularly for helpful information, updates, and potential marketing opportunities from Magento.

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Magento U Training

Magento U courses can greatly enhance your team’s ability to build and market powerful Magento solutions. All partners receive discounts. Courses and role-based curriculum tracks serve everyone on your team, including marketers, designers, and developers. For more information, read the Magento U course schedule.

Partner Badges

Partner badges are an important way for merchants to convey the level of interaction with Magento. Badges are available in the Partner Portal, and should be used to demonstrate your relationship with Magento, rather than using the Magento brand logo.

Appropriate places to use your partner badge include:

1. Digital marketing assets (display, email, videos, infographics, and landing pages)

2. Website

3. Print advertising

4. PowerPoint presentations

5. Events

6. Inserts in event attendee bags

7. Signage and banners

8. Convention booths, including handouts and flyers

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Become an Affiliate

Marketplace members, Extension Builders, or ISV partners can all benefit from being a part of the Magento Marketplace Affiliate Program.

In an effort to make Marketplace the destination for all official Magento certified code, we are enabling our community to drive traffic to our Marketplace and further expand the reach of the ecosystem.

Not only will you be released from any revenue share requirements if you refer someone else to buy from Marketplace, but Magento will also compensate you for any other extensions purchased via your referring link. To get started, apply for the Magento Marketplace Affiliate Program.

3,700+EnterpriseCustomers

155B+GMV annually

on the platform

3,900+Firms

SupportingMagento

1,150+Technology

Partners

300K+Developers

350+SolutionPartners

#1Platformin B2B & B2C Number of online

shoppers served by Magento merchants will increase 200% by 2020

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Business Operations

As a member of the Technology Partner Program, we want to ensure you have access to all the essential pieces of the Magento organization to launch your extensions and continue to innovate alongside our roadmap.

To support this effort, we offer:

• Prioritization in the EQP process

• Access to Dev licenses, Cloud sandboxes and early releases

• Visibility and input into the Magento roadmap

• Access to Magento Project management and Engineering teams (for Select and up)

• Participation in Magento Advisory Boards

Partner Management and Governance

Selects and Premiers will receive a dedicated Partner Manager who serves as your internal champion and liaison. They can assist with strategizing to further embed your offering in the Magento ecosystem by helping you to execute on your goals and initiatives.

The benefits of proactive Partner Management include:

• Annual goal assessments, planning and Quarterly Business Reviews to track progress and identify opportunities to improve

• Proactive assistance in coordinating all marketing opportunities

• Alignment of partner business goals with Magento Marketing & Sales initiatives to further increase lead flow

• Internal evangelism to Solution Partner and customer-facing teams, and prioritization of your product

**General Partners are not allocated a dedicated partner manager, but are eligible to submit for marketing initiatives independently

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Marketing Opportunities

Magento is committed to helping our Technology partners create awareness of their products and services, network within the community, and drive value for prospects and customers.

Your dedicated Partner Manager will help you navigate all the marketing opportunities and benefits available to you as part of our program and ensure you are making the most of your partnership.

Marketing

• Partner Badging on Marketplace (with opportunities for featured placement)

• Partner Directory Listing

• Magento-branded Event Participation

• Promotion of Partner events and content via Magento Channels

• Opportunity for participation in Magento-led content and campaigns

• Case Studies, Client Snapshots posted to the Magento Resources Library

• Social media promotion

Enablement

• Access to Cloud Sandbox/Magento Commerce License and early releases

• EQP Prioritization

• Access to documentation and resources through Partner Portal

• Quick Start Training

• Joint GTM Planning

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Ecosystem Access

• Field Coordination

• ACHIEVE Partner Spotlight

• Technology Partner Newsletter Spotlight

• Sales/Partner Kickoffs

• Field events: Lunch & Learns, “Magento After-Work,” and other Fields Events

• Partner Info Sheets and Sales Collateral

Overall Marketing Components

• Badging and logo use

• Sponsorship discounts

• Training and Magento U discounts

• Paid Advertising whitelist

• Marketplace Affiliate Revenue Share

• Networking Magento Partners’ Offerings and benefits

• Proactive Partner Management (Select and above)

Magento EventsEvents & Sponsorships General Partner Select Partner Premier Partner

Magento Field Events & Roadshows Pending Availability Priority Priority

Magento-Branded Event Sponsorship Discounts Available Discounts Available Discounts Available

MagentoLive Europe Discounts Available Discounts Available Custom Discount, Priority Access

Magento Imagine Discounts Available Discounts Available Custom Discount, Priority Access

MagentoLive Australia Discounts Available Discounts Available Custom Discount, Priority Access

Sales Kickoff and Partner Kickoff Discounts Available Discounts Available Custom Discount, Priority Access

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Team Up With Magento

We’re excited to start working with you. Interested in joining the Technology Partner Program? Submit your application today.

Stay connected with the Magento Community and up to date with these resources:

Magento Forums

The Magento Forums are a great place to ask your questions and contribute your expertise to those looking for help. We’re always looking for new ways to help our community, whether it’s creating a group for meetup organizers to collaborate, enabling conversations around an event, welcoming new members, or facilitating topic selection for special events like DevExchange. Visit community.magento.com to get started.

Twitter

The Magento community is extremely active on Twitter so do follow the @Magento handle and the #Magento hashtag, as well as @MagentoMP for all things Magento Marketplace related.

Developer Portal

Create a developer account to manage your Marketplace listing and product submissions, as well as monitor your extension sales and downloads. Get started at developer.magento.com.

Magento Resource Library: Magento.com/resources

Magento Blog: Magento.com/blog