Fair Market Value Matrix

Q3FY21

When using the Fair Market Value Table, you must follow both the activity and component cap. For instance, if you
were creating a digital banner in the AMER geo the cost of the banner cannot exceed $750. You could have multiple
banners on the same PA/claim but they must be line itemized and each cannot exceed $750 and the total cost of
your PA cannot exceed $33,000

In-House Eligible Activities & FMB by GEO Investment Cap

Activity/Component Definition AMER EMEA APAC

Digital and Print Marketing $33,000 $25,080 $23,100
Digital Banner/Advertisement Digital banner/ad graphic/digital graphic development $750 $570 $525
Single Page Flier Single page print flier $750 $570 $525
Short e-brochure Digital brochure (fewer than 7 pages) $3,600 $2,736 $2,520
Long e-Brochure Digital brochure (more than 7 pages) $7,500 $5,700 $5,250
Audio (30 sec) Audio only recording and production $2,000 $1,520 $1,400
Video Live Shoot (60 sec) Video shot on-location w/ production $6,000 $4,560 $4,200
Video Animation (30 sec) 2D Motion graphics animation and production $10,000 $7,600 $7,00
Print Brochure/Direct Mail Up to 8 pages $6,000 $4,560 $4,200
Email Template for email campaign $1,500 $1,140 $1,050
Landing Page/web Page Landing page or website $3,600 $2,736 $2,520
Digital Catalog Online/virtual catalog $3,600 $2,736 $2,520
Newsletter/e-Newsletter Newsletter Asset $2,000 $1,520 $1,230
Podcasts Podcast up to 1 hour long $1,750 $1,335 $1,230
Service & Deployment Services to distribute or deploy marketing or
advertisement eligible for in-house services $15,000 $11,400 $10,500
Tele Sales & Appointment Setting $42,000 $31,920 $29,400
Lead/Opportunity Verification Dedicated tele sales/marketing representative to verify $8,000 $6,460 $5,600
(monthly) leads
Appointment Setting (monthly) Dedicated meeting/appointment setting representative $8,500 $6,460 $5,950
Webinar Webinar supporting tele sales $11,000 $,8360 $7,700
Customer/Partner Event: Demand Focused $15,000 $11,400 $10,500
In-Person Event Management Management & affiliated inhouse services for
organizing/running events (i.e. event coordination, $15,000 $11,400 $10,500
registration, etc)
Virtual Event Virtual or Webinar event that is customer/partner facing $15,000 $11,400 $10,500
Third Party Costs Affiliated third party costs for events Third party
Third party Third party actual
actual not actual not not included in
included in included in FMV FMV
FMV
Partner & Sales Readiness Events $16,300 $12,388 $11,410
Technical Instructor (daily) Instructor delivering technical learning for readiness
$900 $684 $630
Presentation Presentation using brand approved template $2,500 $1,900 $1,750
Attendee Materials/Services Other learning materials & services for readiness event
(i.e. Student handbooks, handouts, eBooks, virtual $12,000 $9,120 $8,400
learning materials etc)
VMware Certification Training: VATC Delivered Custom Custom Custom
Certified Instructor (daily) VATC certified instructor delivering VMware training $900 $684 $630
Student Kit Cost VATC Rate - Kit Cost VM Invoice VM Invoice not
VM Invoice not
not included included in FMV included in FMV
in FMV
Sales Tool Development $23,000 $17,480 $16,100
Product Guide/Training Tool used to communicate/educate on VMware
Material products $6,000 $,560 $,200
Presentation Presentation using brand approved template $2,500 $1,900 !,750
eBook/Infographic/Data Thought leadership asset $3,000 $2,280 $2,100
Sheet/White Paper
Sell sheet Sell sheet/sales slick $2,400 $1,824 $1,680
Customer Folder Sales presentation folder $1,300 $988 $910
Newsletter/e-Newsletter Newsletter Asset $2,000 $1,520 $1,400
Services & Deployment development and services to execute (i.e. Calculator
development, print services, virtual distribution or print $15,000 $11,400 $10,500
distribution, shipping, publishing for white papers,
collateral, etc)

VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 vmware.com Copyright © 2020 VMware, Inc.
All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents
listed at vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. and its subsidiaries in the United States and other jurisdictions.
All other marks and names mentioned herein may be trademarks of their respective companies. Item No: vmw-flyr-1p-temp-uslet-word-101-proof 6/20
 Fair Market Value Matrix
Q3FY21

VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 vmware.com Copyright © 2020 VMware, Inc.
All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents
listed at vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. and its subsidiaries in the United States and other jurisdictions.
All other marks and names mentioned herein may be trademarks of their respective companies. Item No: vmw-flyr-1p-temp-uslet-word-101-proof 6/20