Dell has tarted up its partner programme and increased the rewards for those that cross and “upsell” more of its portfolio.
Dell also suggested that more changes were coming, most have been informed by feedback from the channel community, and the firm’s theme of the year is “Together, we stop at nothing”.
The annual update to partners also gave Dell Technologies’ global channel chief Rola Dagher, who took up the role six months ago, a chance to thank partners for their efforts during the last 12 months in a year dominated by the coronavirus pandemic.
Dagher said that he had been watching the amazing work during the pandemic and the pace of digital transformation, and how it’s accelerating beyond anything he imagined.
“I look at the partners in how we’ve empowered them so they can go out and empower our customers to make the pace of that change when it comes to that whole digital transformation journey of the Dell technology platform. I believe very strongly that our partners are the foundations of everything we do. Technology is an enabler, but our partners are the true transformers.”
Dell claimed it has simplified new business incentives to reward those that sell across the portfolio. Secondly, solution provider partners will be given access to sell VMware licensing directly through the Dell partner programme, and thirdly, an incentives centre will give visibility of all the possible offers that a partner could tap into.
“While we’ve made enhancements to our 2021 partner programme, I want to emphasise that in a time of continued uncertainty for many businesses, our programme structure and our partners’ engagement with us will remain consistent. We are staying the course to support our partners, as we always have, while investing in key focus areas to drive our joint success”, she said.
Cheryl Cook, senior vice-president of global channel for Dell Technologies, said the changes were an evolution of the existing programme and the company had listened to feedback from partners to make sure it met their demands.
As well as increasing rewards and more of a portfolio sell, Cook said the programme wanted to build on the launch of the vendor’s as-a-service Apex offering last autumn. Apex has kicked off with storage as a service, made available in North America first. There are plans to roll it out in Europe soon, it seems.
