September 7, 2016

Dear CA Partner

CA, Inc. (CA Technologies or “CA”) is pleased to announce the FY17 Accelerate Demand Generation Investment Initiative(FY17ADGI) available for all active Resell partners globally. The purpose of this template is to guide you through the process of structuring your proposal to build demand, convert demand, and close business in the 2H according to thedemand generation activities you define. This proposal should be developed in a collaborative effort between the CA Partner Account Director/Manager (PAD/PAM), and your CA Regional Marketing Manager. To secure your Investment commitment from CA, completion of this proposal document is required as it will ensure a thoughtful plan to spend the joint CA and partner investment.

The Proposal contains the following areas for completion:

  • FY17ADGI Campaign Execution Plan
  • FY17ADGI Campaign Activities
  • FY17ADGI Summary and Spend

In order to participate, the completion of this Proposal is required to be sent to CA by October 14, 2016 via email: .

If you have any questions regarding thisInvestmentor if any supplemental information is desired, please contact your CA Partner Account Manager/Director or email the CA Global Partner Program office directly at .

Sincerely,

John Beuchert

Sr Director, Partner Program Management

CA, Inc.

1 ǀ CA Technologies FY17 Accelerate Demand Generation Investment Visit ca.com/build-convert-close

Table of Contents

1. FY17ADGI Campaign Execution Plan

2. FY17ADGI Campaign Activities

3. FY17ADGI Summary and Spend

1. FY17ADGI Campaign Execution Plan

On this page, please document details for your Demand Generation Campaign Execution planfor “Building Demand- Converting Demand and Closing Business”for the resell of CA Products.

Tools to reference will include:

  • CA Partner Business Plan
  • CA Partner Marketing Plan
  • List of Demand Generation Activities (page 5)

1. / Today’s Date:
2. / Campaign ID Number: / Provided by CA Marketing Manager
3. / Partner Name:
4. / Partner CA Account #:
5. / Partner Sales Contact:
6. / Partner Marketing Contact:
7. / Description of Demand Generation Campaign: / Activity/ campaign type, Marketing Medium?
8. / Objectives of Demand Generation Campaign: / Number of opportunities expected, competitive takedown, vertical blitz, cross-sell/up-sell?
9. / Measurement of Demand Generation Campaign (ROI): / How do you plan to track success measurements? What does success look like?
10. / Timing of Demand Generation Campaign: / Start Date: / End Date:
11. / Audience: / Location, List rental vs. existing database, special vertical, company size, title/buyers?
13. / Full cost of Demand Generation Campaign: / $ ______
(local currency)
14. / (Optional)
MDF Fund Usage: / $ ______
(Optional) Enter MDF earned dollars that you would like to leverage.
15. / Amount requested from CA: (CA will match partner investment dollar-for-dollar, up to 15K USD) / $ ______
Up to 15K USD / What items will the CA matching dollars be paying for?
16. / Remaining balance to be funded by Partner: / $ ______(local currency)
17. / Comments:
If you have Multiple Demand Generation Campaigns- copy and paste the table above onto a new page.

This Partner request for funds is made pursuant to the Partner Proposal- FY17 Accelerate Demand Generation Investmentdated [insert date] between [insert name of CA Entity who entered the document referenced above] and [insert name of Supplier Entity who entered the document referenced above], and, accordingly, is subject to and hereby incorporates by reference the terms and conditions set forth therein.

2. FY17ADGI Campaign Activities

The approved CA Demand Generation Activities are listed below and intended for business development and growth, please indicate which activities are included in your Demand Generation Campaign Execution Plan(s).

Demand Generation Campaign Name:
Activity / Qualifying Expenses / Required Proof of Performance
1. / ☐ / Email Blasts /
  • External list rental fee
  • Service provider fee
  • Co-Branded collateral unit and printing charges
/
  • POP Form
  • Itemized Invoice and payment receipt
  • Sample of sent email promotion
  • Report on open rate and download rate (if applicable)
  • Contact list of responders
  • Sample of collateral, banner/branding item

2. / ☐ / Direct Mail /
  • External list rental fee
  • Printing and production charges
  • Postal charges
  • Co-Branded collateral unit and printing charges
/
  • POP Form
  • Itemized Invoice and payment receipt
  • Sample of full direct mail piece
  • Sample of collateral, banner/branding item

3. / ☐ / Event Marketing /
  • Venue room hire charge
  • Food & Beverage charges
  • AV for the event
  • Event agency fee (CA Technologies approved event agency only)
  • Telemarketing fees for securing attendance
  • Entertainment or Ticket cost
  • Co-Branded collateral unit and printing charges
/
  • POP Form
  • Event Agenda
  • Date & Venue
  • Itemized Invoice and payment receipt
  • Photos of event elements
  • Spreadsheet of attendees with contact details
  • Number of sales leads identified with product area (in CA Technologies provided spreadsheet)
  • Sample of collateral, banner/branding item

If you have Multiple Demand Generation Campaigns- copy and paste the table above onto a new page.

3. FY17ADGI Summary and Spend

Please summarize the proposed cost of Demand Generation Activities related to the Demand Generation Execution Plan.

Double Click on the table below and it will open as an Excel worksheet object in order to calculate the Total Anticipated ROI of the Investment.

Demand Generation Campaign Name:

If you have Multiple Demand Generation Campaigns- copy and paste the table above.

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