Menu
Dell's focus is firmly on its channel

Dell's focus is firmly on its channel

Strategy is to now go to market with the channel

Geoff Wright, General Manager ANZ Channel and Alliances; Angela Fox, Managing Director, A/NZ at Dell; and Pieter Kolkert, CEO Tasmania (FAICD) at the Intuit Technologies Solutions Showcase Event in Hobart

Geoff Wright, General Manager ANZ Channel and Alliances; Angela Fox, Managing Director, A/NZ at Dell; and Pieter Kolkert, CEO Tasmania (FAICD) at the Intuit Technologies Solutions Showcase Event in Hobart

Dell, as an organisation, is on a transformational journey at the moment and the channel route is the main way it intends on penetrating the market, according to its A/NZ channel and alliances general manager, Geoff Wright.

“Worldwide, Dell gets 50 per cent of its revenue through the channel. We’re a bit behind that here in Australia, but we’re certainly on a path to get to that number as soon as possible. To do that, we’re having to change as an organisation,” he said.

Wright claimed the organisational structure within Dell has been tweaked, making its sales team customer managers, where they use the channel to work with customers and sell with them. He indicated that customer engagement is an added advantage for the company.

“The commercial sales group is excellent at managing customers and opportunity and being able to link them with the growing channel illustrates the direction we’re taking as an organisation. It’s all about the customer and that’s where we’re going with the channel,” he mentioned.

Wright also said bringing on Ingram Micro and Avnet as disties for the region has boosted the company’s channel presence further.

“They’ve helped smaller partners to get the support they need. It just brings another element to the channel. We’ve always had a partnering mentality at Dell.”

Wright also claimed its vendor partners has solidified and intensified its position in the channel and has enabled the company to respond to the needs as well as the demand of the marketplace.

“They are now partnerships that are far more collaborative because now we’re working within the channel space together as well. Within this space, Dell’s top partners might be Microsoft’s top partners or VMware’s top partners.

“The Intuit event in Tasmania, for example, also shows our commitment to the channel. Tasmania is now 100 per cent channel and our partners there deliver with us all the opportunity, and a lot of these partners are actually leading those opportunities,” he added.

According to Wright, Dell is not looking to engage in new partnership deals but intends on strengthening the existing ones.

“We’ve got some big and solid vendor partnerships and we’re focusing on making those deeper, and being more successful together. As for our channel partnerships, we look to them to direct us on where we need to invest in and what we need to do to grow the partnerships,” he added.

Wright said partners have provided Dell with feedback that includes: investing in helping them gain certifications around its products, expanding the Dell channel team to support its growing channel, and increasing collaboration between the Dell sales team and the channel partners.

“We’re one of the few end-to-end vendors in the market. The channel can work with us from the desktop through to the datacentre – one vendor, one suite of products, all working together. And they want help in being experts on this end-to-end value proposition.”

In building on its channel team, the company recently increased its external channel support headcount by three and is looking to fill another five people to that team.

“This success took five years in the making. We’ve been working long and hard to develop our channel strategy. As an organisation, we need to focus on the customer but also be flexible to work together with the channel to deliver opportunity. That will happen over time,” he added.


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags strategyDellgrowthchannelpartners

Featured

Slideshows

The making of an MSSP: a blueprint for growth in NZ

The making of an MSSP: a blueprint for growth in NZ

Partners are actively building out security practices and services to match, yet remain challenged by a lack of guidance in the market. This exclusive Reseller News Roundtable - in association with Sophos - assessed the making of an MSSP, outlining the blueprint for growth and how partners can differentiate in New Zealand.

The making of an MSSP: a blueprint for growth in NZ
Reseller News Platinum Club celebrates leading partners in 2018

Reseller News Platinum Club celebrates leading partners in 2018

The leading players of the New Zealand channel came together to celebrate a year of achievement at the inaugural Reseller News Platinum Club lunch in Auckland. Following the Reseller News Innovation Awards, Platinum Club provides a platform to showcase the top performing partners and start-ups of the past 12 months, with more than ​​50 organisations in the spotlight.​​​

Reseller News Platinum Club celebrates leading partners in 2018
Meet the top performing HP partners in NZ

Meet the top performing HP partners in NZ

HP has honoured its leading partners in New Zealand during 2018, following 12 months of growth through the local channel. Unveiled during the fourth running of the ceremony in Auckland, the awards recognise and celebrate excellence, growth, consistency and engagement of standout Kiwi partners.

Meet the top performing HP partners in NZ
Show Comments