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​Dell EMC unveils combined channel program preview

​Dell EMC unveils combined channel program preview

Combined vendor offers sneak peek of its new-look channel strategy.

Michael Dell - CEO, Dell Technologies

Michael Dell - CEO, Dell Technologies

Dell EMC has offered a sneak peek of its new-look channel strategy, unveiling a preview of its Dell EMC Partner Program to resellers.

Effective February 2017, the tech giant said the program “draws on the best aspects” of both vendor’s previous partner programs, developed in consultation with leading resellers across the world.

Built on three core tenets - to be Simple, Predictable and Profitable - 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.

“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,” Dell EMC president of global channel, John Byrne, said.

“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.”

In December, Byrne said 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.

Byrne said tier levels align with key business models of partners, enabling flexibility with benefits including “generous rebates” for channel partners who drive new business, attach services, sell the full portfolio and offer the portfolio exclusively.

As reported by ARN, the combined channel program aims to “go deeper” with partners, yet despite assurances of change, reseller reservations still remain.

While the solutions stack up from a technology perspective, the industry remains cautious as to how the combined company will leave behind its direct roots in pursuit of a more channel-friendly approach.

Despite the criticism however, Dell EMC is under no illusions of the dark channel past it leaves behind.

“We both began as direct selling companies,” EMC Senior Vice President of Global Channel Sales, Gregg Ambulos, told ARN at EMC World 2016 in May.

“Do you all remember the Wall Street Journal article? That front page story were they showcased the day in the life of an EMC salesperson.”

Around the same time, Ambulos recalled that EMC founder Richard Egan claimed that a “pitbull would let go before an EMC salesperson”, as both organisations actively excluded partners in favour of direct customer dealings.

With the early days now over however, Ambulos told ARN that both EMC and Dell “have listened and we are determined to change”.

Looking ahead, Ambulos said partners can expect greater consistency on a global scale, including one common approach to deal registrations alongside greater staff incentives to cross-sell.

The revamped channel program follows news earlier this month that Joergen Jakobsen vacated his role as regional channel chief of EMC, with the long-standing industry veteran joining security vendor Sophos.

According to sources close to ARN, Jakobsen will start his new role on November 1, with a responsibility for building out the Sophos channel across the Asia Pacific region.

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