At the recently concluded Dell EMC World 2016 in Austin, the company provided a preview of the new and highly anticipated Dell EMC Partner Program, set to formally become effective in February 2017. Designed in collaboration with partners and drawing from the best aspects of the former Dell and EMC partner programs, the Dell EMC Partner Program will provide unprecedented business opportunity for partners and reaffirms Dell EMC’s strong commitment to the channel. Built on three core tenets—to be Simple, Predictable and Profitable—the new program will ensure partners have ample opportunity, business confidence and commensurate profitability regardless of their program tier.
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. 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 expansive program will encompass the entire Dell EMC partner ecosystem, inclusive of Solution Providers, Cloud Service Providers, Global Alliances, OEM Solutions partners and distribution. As part of this full ecosystem strategy, included as well is the “Powered by Dell EMC” brand program for those businesses that embed Dell EMC technologies into the marketplace.
Delivering on the commitment to make the program predictable and quickly profitable for channel partners, 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 Dell EMC Partner Program will go live February 1, 2017, with further details being announced in the coming months.
“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,” said John Byrne, President, Global Channel, Dell EMC. “The growth Dell EMC is experiencing in the channel is a brilliant illustration of our mutual success to date, and the new program is purpose-built to continue to fuel this momentum. Our partners wanted a program without unknowns, and this program provides that transparency while ensuring predictability and profitability. The opportunities to win big with this program and with Dell EMC are extraordinary. Our goal is to excite and delight this amazing and powerful partner community.”
“The new program provides partners with clear opportunities for growth,” said Cyndi Privett, Principal, Viewpoint Research. “There is an obvious emphasis in 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.”
“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.”
“Working with Dell EMC provides a big opportunity for us,” said Stefan Langhirt, Senior Vice President, Corporate Strategy and Business Operations, Profi Engineering Systems AG. “The breadth of the portfolio is extraordinary and will help us to serve our customers in the best possible way.”
“The new Dell EMC Partner Program is an industry game changer,” said Dan Serpico, CEO of FusionStorm. “Dell and EMC truly listened to their partners, and the resulting program gives me confidence I can sustain my current revenue stream and create brilliant opportunities to grow it even further.”