Authored by Anil Sethi, Vice President & General Manager, Channels, India, Dell EMC
“We are going to be the No. 1 partner program in the world — the biggest and the best.”Indeed, the mighty words of Dell EMC’s president of global channel, OEM and IoT, Joyce Mullen, epitomize the success of our partner business. At Dell EMC, partner profitability across the market forms an important tenet of our business model. Since long, we have been pioneering direct sales models and providing a big fillip to our channel growth with innovative programs and incentives.
At present, we are thriving on a channel business of $43 billion. And continuing this growth momentum, we have renewed our focus on new programs, products, incentives, and services, with the sole intent to enable our partners to cater to ever-growing requirements of digital, IT, security, and workforce transformation for their customers.
During the Global Partner Summit 2018, which collocated with our biggest conference, Dell Technologies World, in Las Vegas, new offerings and incentives were unveiled to deliver on our promises to partners. And as aptly said by Joyce, “We’ve seen tremendous growth and momentum over the past year. Our partners continue to grow their businesses; however, we know there is still massive opportunity in front of us. We want our partners to broaden their capabilities and to grow even faster and solve their customers’ complex digital challenges.”
Let’s have a look at the new offering proposed for our partners’ growth:
New Dell Technologies Advantage Framework: Easing the path for our partners
The new Dell Technologies Advantage framework for partners will pave the way for channel partners to work throughout the Dell Technologies family of businesses with tools, engagement, and incentives. While every business will have its individual program, value-added capabilities and certifications of the new program will enable partners to deliver better business outcomes from across the Dell Technologies portfolio, more efficiently and easily.
Our new framework will also complement the fundamental Dell EMC Partner Program, comprising new capabilities, offerings, as well as incentives for our partners. With these added capabilities, the program will stay true to its continued commitment to delivering on our promise to be Simple, Predictable and Profitable.
We have built these new additions on the back of Dell EMC Channel’s year-over-year double-digit revenue growth, while providing new opportunities and scopes to Dell EMC partners worldwide. Further, our partners who have already earned the Titanium Black status in the Dell EMC Partner Program will witness their status being recognized across the family of businesses.
New Solutions Competency offerings: Tapping into the potential of emerging technologies
Disruptions led by new-age technologies are gaining momentum across industries, sectors, and areas. At Dell EMC, we understand that our partners can seize a world of opportunities around services and emerging technologies, comprising Internet of Things (IoT). Continuing with the initial competencies that was launched last year, our channel partners now will gain access to four new Solutions Competencies, right from the second half of 2018. In addition to the IoT Solution Competency, others include:
• Data Analytics
• Security
• Business Application
• High-Performance Computing
For me, our services deployment competencies is another area that empowers our partners to grow faster and increase their revenue. In 2017, we saw our partners who leveraged our deployment competencies witnessed a two-time rise in their average deal size. Inspired by this outcome, this year also we are all set to expand our services deployment competencies.
Dell EMC Ready Stack program: Simplification rules in the tech world, too
Our Dell EMC Ready Stack program simplifies the way our partners can bundle, sell, and build the converged infrastructure stacks on the basis of the present as well as future Dell EMC data center technologies. In addition to receiving incentives while selling our portfolio, our Ready Stack partners, as an accredited Dell EMC partner, will also be able to sell their individual incremental services, comprising deployment services.
With this program, our channel partners can build converged stacks, leveraging a wide array of Dell EMC products, such as PowerEdge servers, storage, optional open networking, and data protection. Further, a growing repository of content, covering design and deployment guides built on best practices, will assist partners in reducing risk and simplifying deployments for the customers who are planning to “build" infrastructure as an alternative to the turnkey converged and hyper-converged infrastructures.
Our new rewards program: Accelerating & expanding revenue opportunities of partners
The Dell EMC MyRewards Program, an opt-in, points-based reward program, has been introduced for Dell EMC Solution Provider sales representatives and system engineers. Replacing the present Partner Advantage and Sell & Earn programs, this program will provide bigger and better promotions (Up to 3x bonus payout) and easy and fast claiming globally. Also, it is providing enhanced rebates based on accelerating new business, storage refresh, and services.
Further, all sales representatives and engineers who have completed their certifications on Dell EMC solutions are now eligible to earn 2x to 3x more rewards than earlier. With such an exciting option, the program has turned out to be motivating and rewarding in its truest sense. Last but not the least, we have introduced a demo program for the first time in line with our end-to-end storage portfolio. Leveraging, our partners can purchase any storage product and avail hardware discounts of up to 86% and free storage software.
Our success stories hinge much on your success stories. Together, we are well poised to capitalize on infinite possibilities. I am quite upbeat that the future will unfold more success and opportunities for us to grow and prosper together.
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