A Strong Finish and Exciting Channel Program Updates

This past year has been an award-winning one for Dell Channel. Almost weekly we were featured in the news, receiving coverage in places like CRN, Channelnomics, TechTarget and The VAR Guy. We were honored to receive numerous awards from CRN for our new products and Channel leadership, including when CRN recently named Frank Vitagliano, Jim Defoe and I Channel Chiefs – one of the industry’s highest honors.

Dell Channel holds strong at well over 40 percent of Dell’s global revenue and at about half of Dell Software’s global volume. Our team is very proud of all the hard work that was put into the PartnerDirect program which is evident when we see results of outgrowing the market at 3-4x the industry rate, continued strong deal registration rates and partner rebate payouts. We couldn’t do this without the incredible engagement of our channel partner community!

While others in the industry have been cutting critical channel resources, Dell has been adding sales reps and channel support members, rewarding partners for new customer acquisitions across the enterprise, and introducing new targeted ‘Future Ready Channel’ programs, incentives and investments to enable partners to best meet their customer’s needs. In support of this, we’ve kicked off the year with some new programs that will help them identify the right solutions for their customers, and enable their teams to sell and deliver those solutions and provide innovative business models to maximize their value to their customers. February 1, the beginning of Dell’s fiscal year 2017, marked the launch of these new and exciting developments for our channel partners.

We have continued to add fuel to the fire on incentives and rebates. New this year and for the first time, Preferred Partners now can earn a client and enterprise base rebate and Premier Partners get a client base rebate. As part of our ongoing Partner Portal updates, partners now have visibility into their rebate details to help them understand the progress that they’re making.

To help enable our partners to grow, we launched some new and expanded competencies:

  • New: Solutions Competencies in Cloud and Big Data & Analytics (Pilot Program):  Dell is now offering advanced competencies that provide flexible growth opportunities and offer partners a path to Premier status. Partners can complete advanced sales and technical training which enables them to deepen their knowledge and skills and gain a competitive advantage.
  • New: Services Competencies:  Partners can now obtain individual certifications at the rep level and become an authorized service deployment partner in the following areas: Storage PS Series, Storage SC Series and Networking.

Additionally, we have moved our go-to-market strategy forward. We restructured our U.S. sales teams to bring them even closer to the customers that they serve. This enables better alignment with Dell sales and Channel partners for increased collaboration and effectiveness and will help to optimize sales coverage and time spent with customers. For our partners it means better joint sales engagement, stronger long-term relationships and improved account planning.

We continue to evolve the PartnerDirect program to better enable solution selling for cross-sell, upsell opportunities and collaboration across our sales teams.  We’re aligning our PartnerDirect Competencies to partner’s sales, business and technical requirements with training and resources to ensure that they get the highest level of Dell support and take advantage of discounts, Dell registration and incentive programs. Some of our latest developments include introducing new and expanded financing opportunities for our partners and their customers and the launch of the ProDeploy Enterprise Suites, which offers our partners the flexibility to deliver, resell and co-deliver deployment services.

Partners, please be on the lookout for more information to come on these new and updated solutions, programs and incentives this year. We appreciate your business and would love to hear from you! Please send us your thoughts and suggestions through your Dell representative and engage with me on Twitter via @CookCherylS.  

Cheryl Cook

About the Author: Cheryl Cook

With over 25 years of IT and channel experience, I understand the power of listening to and collaborating with partners and customers, and I know that long-term relationships are built on transparency, communication, and accountability. As Senior VP of Global Channel Marketing at Dell EMC, I drive engagement with our channel partners, enabling and empowering our partners to grow, thrive, and win through cutting-edge marketing tools, trainings, events, and MDF programs. A vocal advocate for the partner community, I believe the breadth of the Dell EMC portfolio and our market leadership provides partners with an incredible growth opportunity – one they can’t find anywhere else – while also simplifying their business by providing a comprehensive portfolio of solutions from one vendor. I am passionate about developing the next generation of women in technology. As a leader in the Dell Women in Action group and the new Dell EMC Women’s Partner Network, and as an active member of the Dell Women's Entrepreneur Network (DWEN), I work to unite, mentor, inspire, and accelerate women in the workforce. I am also an avid Florida Gator fan and always ready to talk SEC football, “so give a cheer for the Orange and Blue!” #GoGators