Dell Simplifies Channel Incentive Structure

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Dell has unified its incentive structure as part of changes to its partner program, which were announced as the vendor seeks to update the way it works with its channel.

The decision to combine the channel partner ecosystem with OEM and Cloud should make life easier for partners who operate in different segments.

Rola Dagher, global channel manager at Dell Technologies, said the channel model was complex and there were traditional partners, MSPs, OEMs and cloud players who all brought value to the vendor.

“We have a robust reseller ecosystem operating in a traditional capex model with impeccable momentum,” she said. “We have emerging and evolving partners that co-engineer around OEM, edge, and telecom. These partners have positioned us for the future.

Dagher added that going forward, the partner’s vision is based on three pillars: trust, maximizing customer relationships with more activities such as cross-selling, and accelerating data center promotion. and, finally, accelerating transformation by enabling a channel consumption model.

She said the company was addressing market trends and hybrid and managed services with its Apex offering, and also aimed to ensure that the way it dealt with partners was flexible and would work with a structure of single incentive.

“Whether or not a partner is a solution provider, cloud service provider, or OEM partner, or a combination of these leads, they will benefit from a streamlined experience,” she said. “It will be an incentive structure with consistent discount rates across all regions and a set of requirements for solution providers, CSPs and OEMs.

Dagher said projects are increasingly involving more than one partner, there is widespread collaboration in his ecosystem, and these changes will facilitate that.

“The line between VARs, CSPs and MSPs is blurring, so there is an increase in projects involving more than one influencer partner with regards to ISVs becoming part of the overall partner ecosystem. develop joint solutions with traditional partners,” she said.

Dagher said other enhancements include improved access to VMware, with license-based sales and discounts now available to all eligible partners. Dell was also continuing to “double down” on storage with more discounts and incentives for those selling these technologies, offering a 5X Tier Accelerator for midrange storage and an incremental 2% discount for acquisition opportunities. and Tech Refresh.

“With these updates, we’re streamlining the partner experience because we believe it’s all about the partner experience and helping our partners grow and transform alongside us,” he said. she stated. “These updates will unlock huge opportunities in this $1.3 billion addressable market that we all see.”

Dell provided responses from UK partners, with Sotfcat CEO Graeme Watt agreeing that the changes would increase opportunities for partners.

“As a Dell Technologies Titanium partner, we are well positioned to take advantage of faster-than-market growth in areas such as service-as-a-service and multi-cloud,” he said. “We see an incredible opportunity to win new customers and serve existing customers in new ways as Dell’s portfolio expands and its programs evolve with even more lucrative incentives across enterprise infrastructure and customer solutions.”

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