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Dell EMC launches unified partner programme

Developed in collaboration with partners globally, the new initiative has been designed to address partners’ requirement 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

The new Dell EMC Partner Programme embraces the entire Dell EMC partner ecosystem, inclusive of solution providers, cloud service providers, strategic outsourcers, OEM partners, systems integrators and distribution partners. According to the company, it 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.

“We’ve diligently designed the Dell EMC Partner Programme to be the most desirable in the industry,” said Michael Collins, Senior Vice President, Channel, Dell EMC EMEA. “We’re ‘all in’ with our partners and invested in their success.”

Three tiers

Programme tiers include Titanium, Platinum and Gold. There is also an invitation-only Titanium Black Status, a special designation created to strengthen the relationship with partners who are extremely aligned with the company.

Benefits to solution provider partners include generous rebates focused on profitable behaviours such as driving new business, service sales, training participation and selling the full portfolio. As a partner moves through the tiers, 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 advantageous pricing as well as protection from direct sales conflict.

Growth opportunities

The new programme gives resellers a choice of how to tap into 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 opportunity for profitability is a cornerstone of the programme, rewarding 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. This provides partners with 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 specific benefits and requirements, FAQs, training and competencies, deal registration, services and support resources, quoting and purchasing tools.

Cloud Partner Connect

Dell EMC is committing additional investments in the cloud service provider track of the new partner programme. These investments start with increased go-to-market resources and 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.

The Cloud Partner Connect initiative facilitates building resale relationships between solution providers 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. 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 businesses faster.

Distribution partners

The company 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 includes 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.

Commenting on the new programme, John Byrne, President, Global Channel, Dell EMC, said: “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.”

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