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Dell EMC unveils new partner program
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Dell EMC unveils new partner program 

More than 6,500 partners and customers of the two companies have gathered here to take part in the very first Dell EMC World conference. The original Dell World conference in 2011 attracted some 1,200 people. The event has grown each year.

The Dell EMC Partner Program will officially take effect February next year. It’s been designed by taking the best elements of the partner programs of both Dell and EMC.

In December, Dell EMC will announce tier thresholds for partners, providing a full six months for partners to ramp up to the new criteria.

Program tiers, developed to elevate Dell EMC  partners over competitors and establish a clear path to up-level, will include Gold, Platinum, and Titanium, as well as an exclusive, Titanium Black partner tier for the highest performing partners. 

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Tier levels align with key business models of partners, enabling flexibility where needed to meet customer needs. Benefits will include generous rebates for channel partners who drive new business, attach services, sell the full portfolio and offer the portfolio exclusively, the company said.

“The new Dell EMC Partner Program will bring together two great programs into one extraordinary program that enables our partners to leverage our industry-leading portfolio and accelerate their business quickly,” according to John Byrne, president, global channel, Dell EMC. “Our partners wanted a program without unknowns, and this program provides that transparency while ensuring predictability and profitability.”

He added that the company’s goal now is to “excite and delight this amazing and powerful partner community.”

The program will encompass the entire Dell EMC partner ecosystem, inclusive of Solution Providers, Cloud Service Providers, Global Alliances, OEM Solutions partners and distribution, and the “Powered by Dell EMC” brand program –those businesses that embed Dell EMC technologies into the marketplace.

Dell EMC previously announced the Dell EMC Line of Business Incumbency Program for Storage, which enables channel partners to protect their investments with their installed base as well as expand to serve new customers interested in the full Dell EMC portfolio.

Dell EMC also extended the Dell FastTrack program to EMC Business Partner Program (BPP) participants and expedited many Dell strategic partners into the EMC BPP. This enabled both Dell and EMC partners to immediately start selling the full portfolio of Dell EMC solutions and provides accelerated benefits to eligible partners.

“The new program provides partners with clear opportunities for growth,” said Cyndi Privett, principal, Viewpoint Research. “There is an obvious emphasis on further developing and investing in partners and protecting their investment in Dell EMC through the program — this should serve Dell EMC and its partners and customers well.”

According to Dell EMC, the benefits of the new program are:

  • Power of One:  With its centralized model, the Dell EMC Partner Program will offer partners the best of prior programs and much more
  • Improved Processes: One partner portal with single sign-on, one deal registration and one Line of Business Incumbency Program for storage
  • Simplified Training & Compliance: Same training as direct sales teams receive
  • Transparency: Annual program strategy with mid-year compliance review
  • Predictable and Market-Aligned Thresholds and Targets: Partners will receive tier thresholds in December
  • Profitable: Rewards focused on new business and services, and selling the full portfolio

“The new program provides the transparency and continuity we needed, as well as the opportunity for greater profitability we wanted,” said Scott Winslow, president, Winslow Technology Group. “We know we’re going to drive more revenue with Dell EMC, that top line is certainly going to grow.”

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