Dell Technologies Reduces Complexity with Redesigned Partner Program

All partners now have one incentive structure, one tiered structure, and one set of requirements.

Dell Technologies has revamped its partner program to make the experience easier and more consistent for partners.

Going forward, there will be one incentive structure, one tier structure, and one set of tier requirements for all partners.

Rola Dagher, Dell Technologies Global Channel Manager, explained the latest updates.

“These changes allow partners to position the best solution for their customers while gaining consistent incentives regardless of the path to market,” she said.

Dagher described it as a “meaningful investment to really move the needle for our partners to take us to the next level together”.

More Changes

Elsewhere, Dell Technologies said it was continuing to double down on storage for reseller partners. He cited the 5X level accelerator for midrange storage and a new 2% incremental discount kicker for acquisition and Tech Refresh opportunities.

The company simplifies the competitive exchange and technology refresh processes and extends the technology refresh to include server tracks for resellers. It is also investing in its online self-service capability, “accelerating the deal registration process and enabling partners to win opportunities faster.”

Other changes include expanding the new Customer Sales Incentive to include Dell monitors and customer peripherals. This is to support engagement across the Dell Technologies portfolio and encourage cross-selling moves. It offers license resale and discounts to all eligible tiered solution providers through “Access for VMware”.

Finally, the company said it will continue to expand APEX results offerings and geographic resale availability throughout 2022. For APEX custom solutions, like Flex on Demand, solution providers can continue to refer or resell in all regions. This is supported by new training skills in the program.

Dagher Rola from Dell

“These opportunities will unlock huge opportunities in the $1.3 trillion addressable market,” Dagher said.

Third Quarter Partner Results

The vendor also shared quarterly results, which show the partners increased total order revenue by 31% year-over-year.

Every line of business saw order revenue growth through the channel during Dell’s fiscal third quarter. Customer Solutions leads the pack with a 46% increase. Server revenue increased by 31% and storage by 6%.

Dell Technologies channel partners increased order revenue by 38%. Global alliance partners increased order revenue by 21%, while global OEM solutions revenue increased by 36%.

Partners achieved approximately 28% more discounts in the third quarter year-on-year, with the channel attracting 62% of all new and reactivated shoppers globally.

Partner reaction

Scott Ward is Senior Vice President of Technology Sourcing Operations at Computacenter. He said aligning the structures and requirements of incentives and tiers across all pathways will make it “easier to serve our customers regardless of the pathway to market. This translates into a better partner experience and the flexibility we need to help our customers win and win ourselves. »

Rich Falcone, CEO and President of CDI, said its Dell Technologies business “grew tremendously” in the past year. With this investment, he expects it to expand even further in 2022.

CDI's Rich Falcone

CDI’s Rich Falcone

“Dell has demonstrated nothing but an unwavering commitment to the chain,” he said.

Last year, Dell Technologies responded to reports that it would resume its PC business and sell directly to customers in the United States. Cherly Cook, SVP, Global Partner Marketing, confirmed that the supplier wanted to expand its direct sales in certain areas. However, she maintained that Dell’s channel business is growing faster than the market – and the competition.

Trust was cited by Dagher as one of Dell Technologies’ three pillars upon which its commitment to channels is based.

“Those [pillars] are extremely important to the success of our business. Our number one is trust. Our business is built on trust and trust with our partners and distributors by fostering strong alignment and collaboration. Second, maximize growth by focusing on end-user acquisition. Third, how can we continue to accelerate transformation by enabling [a] channel consumption pattern? »

Sharon D. Cole