Dell Technologies revamps partner programme

Dell Technologies has overhauled its partner program in a move designed to streamline its incentive structure for channel partners.

The refresh for the fiscal year 2023 combines the vendor’s traditional channel ecosystem with OEM and cloud. The new initiative will feature a single incentive structure, as well as a single-tier structure and a sole set of tier requirements for Dell solution providers, cloud services providers and OEM partners.

“These changes will enable partners to focus on positioning the best solution for their customer, while earning consistent, lucrative incentives, regardless of route to market,” said Dell Technologies’ global channel chief Rola Dagher in a blog post.

To further simplify its engagement model and fuel partner growth, Dell also announced enhancements in other key areas.

The vendor revealed it is continuing to double down on storage, with the 5X tier accelerator for mid-range storage and a new 2% incremental rebate kicker for acquisition and Tech Refresh opportunities.

The tech giant said it has simplified the competitive swap and tech refresh processes, and has extended tech refresh to include server leads.

Dagher also revealed further investment into OSC updates with added dedicated team members to assist with quoting – ultimately making the process quicker for partners and their customers.

Elsewhere, all eligible metal tiered partners now have access to license resell and rebate via ‘Access for VMware’, while Dell is also expanding the new business incentive for Client to include Dell displays and Client Peripherals.

“Together these enhancements will help our partners grow, expand their customer base and increase their profit potential with Dell Technologies,” Dagher added.

The partner programme changes follow a strong period for Dell, with Q3 year-to-date figures showing that partners grew orders revenue by 31% year-over-year and delivered more than 50% of the vendor’s orders revenue.

“As we set out to capture the $1.3 trillion market opportunity ahead, we remain committed to our partner promise,” Dagher said.