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Dell EMC launches new integrated partner programme

Dell EMC has developed its new unified partner programme in collaboration with partners globally. The integrated offer has been designed to address partners’ requirements for a simple, predictable and profitable programme that enables growth

Michael Collins, Senior Vice President Channel, Dell EMC EMEA
Michael Collins, Senior Vice President Channel, Dell EMC EMEA

Built from the ground up, the company stated that the new programme preserves the best of legacy Dell and EMC programmes and rewards partners who sell the full portfolio, including services, helping them to grow their business and win new customers.

The now unified programme embraces the entire Dell EMC partner ecosystem, inclusive of solution providers, cloud service providers, strategic outsourcers, OEM partners, systems integrators and distribution partners. It includes unique tracks with specific advantages and incentives that align to a particular partner type and attained tier designation.

Michael Collins, Senior Vice President, Channel, Dell EMC EMEA, said: “We’ve diligently designed the Dell EMC Partner Programme to be the most desirable in the industry. We are truly providing the means and the opportunity along with the recognition and profitability that our partners want and deserve. We’re ‘all in’ with our partners and invested in their success.”

Rewarding partners

The new programme tiers include Titanium, Platinum and Gold. There is also a new status level within the Titanium Tier – Titanium Black. The Titanium Black Status is an invitation only, special designation created to strengthen the relationship with partners who are extremely aligned with Dell EMC.

Benefits to solution provider partners include generous rebates focused on profitable behaviours such as driving new business, service sales (inclusive of consulting, deployment, support and education services), training participation and selling the full portfolio. As a partner progresses their tier, their benefits increase.

Dell EMC says that it is committed to rewarding partners for driving new business. Through a fully integrated and streamlined process, as well as a globally enforced partner code of conduct, the deal registration programme helps protect partners who actively promote Dell EMC’s products and solutions to their customers. Partners with registered and approved opportunities receive both advantaged pricing as well as protection from direct sales conflict.

The new programme also gives partners a choice on how to tap into the growth opportunities with services. Partners can resell Dell EMC Services to earn lucrative rebates and contributions to tier level requirements or those who obtain service competencies in consulting, support and deployment can co-deliver or deliver Dell EMC services themselves.

The company says its vision is for partners to extend their reach into new and existing markets as a true extension of its entire sales force. As such, it is evolving its current Line of Business (LOB) Incumbency for Storage programme to ISG Incumbency in its Commercial Sales segment. To help partners plan their growth and protect their investments, it launched the LOB (line of business) Incumbency for Storage programme in October 2016. This programme recognises the relationships partners have established with customers based on historical business performance with the goal to minimise direct conflict and ensure alignment between the Dell EMC sales team and the incumbent partners.

Now evolving to a more comprehensive ISG Incumbency model where rather than providing incumbency for a specific line of business in an account, qualifying commercial accounts will receive incumbency across all ISG lines of business including server, networking, storage, back-up, converged/hyperconverged and solutions. ISG Incumbency will protect the entire datacentre solution and enable cross-selling of the full ISG portfolio. In addition, partners are provided the opportunity to earn incumbency on new customers or new lines of business on existing customers across the ISG portfolio.

The opportunity for profitability is a cornerstone of the programme awarding eligible partners with lucrative rebates. Base rebates and growth rebates reward partners who successfully grow their respective Dell EMC lines of business over time. And partners who attach services to expand into new lines of business can earn additional rebates on top of the base and growth rebates.

Unified partner portal

To enhance the partner experience, there will be one portal for the Dell EMC Partner Programme, streamlined with distinctive views for each partner type and partner track providing a wealth of necessary enabling information.

Through the portal, Dell EMC partners will have access to rebate and market development funds (MDF) tracking, sales and marketing tools, programme guides and event kits, country specifc benefits and requirements, FAQs, training and competencies, deal registration, services and support resources, quoting and purchasing tools.

Cloud Partner Connect

As enterprises accelerate their shift toward all-digital businesses and cloud delivery models, Dell EMC is increasing its commitment through additional investments in the cloud service provider track of the new partner programme. These investments start with increased go-to-market resources, the instantiation of a service provider solutions engineering team all backed up by new revenue-based rebates and access to both earned- and proposal-based business development funds.

Dell EMC’s Cloud Partner Connect initiative facilitates building resale relationships between solution provider and cloud service providers. It allows solution providers to expand their offerings to include leading cloud services for their customers, with minimal investment and powered by Dell EMC.

The OEM Partner track was created to better serve the needs of Dell EMC OEMs and their customers. Dell EMC OEM partners are hand selected based on their resources and capabilities and are dedicated to helping OEM customers bring products to market efficiently. These partners complement Dell EMC’s offerings by providing value-added services such as custom hardware and software integration, final assembly and test, financing options, inventory management, consolidation and shipping, custom support engagements and supply-chain solutions.

In partnership with leading financial institutions, Dell EMC also offers extended payment terms and increased credit capacity to enable its partners to grow their business faster.

Having been a Dell partner for over eight years, we’re excited to continue this journey and be a part of Dell EMC’s new Partner Programme, said Kevin James, UK Managing Director at Computacenter. “It’s a programme which has clearly been designed with partners in mind, with a focus not only on products, but also services.”

He added: “With businesses needing to keep pace with digital transformation, it’s more important than ever before that we can offer our customers an expanded product portfolio that supports their business goals. We share the same commitment in offering the highest level of reliability and performance to our customers and look forward to continuing our profitable relationship and growing our businesses alongside each other.”

Distribution partners

Dell EMC plans to consolidate the list of distribution partners in the new programme and partner more closely with key global distribution partners. Its distribution programme offers a comprehensive set of benefits, which include base rebates, growth accelerators based on targeted partners and lines of business and services rebates. In addition, earned quarterly market development funds can be spent on activities such as enablement, demand generation and headcount.

Distributors will maintain ‘authorised’ status by meeting annual minimum revenue, services penetration rates and training competencies requirements.

“Global business is rapidly changing as more and more customers prioritise investment in digital transformation. Dell EMC and its partners are uniquely positioned to help customers through this evolution,” said John Byrne, President, Global Channel, Dell EMC. “Dell EMC provides vast opportunities to our partners through an industry leading portfolio of innovative products, services and solutions, and now with the Dell EMC Partner Programme, provides the support and programmes for partners to excel,” Byrne concluded.

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