Dell Technologies just revamped its Partner Program for 2025 – here's what to expect
The company is adding more incentives and rebates, with a focus on storage and AI


Dell Technologies has unveiled its revamped Partner Program for 2025, adding new incentives along with improved collaboration and a more consistent tier structure.
With partners contributing around half the company's net revenue, Dell says it is enhancing growth incentives, with Titanium partners now set to receive a new 2% Storage+ growth incentive when they meet quarterly targets.
This follows the recent introduction of an incremental 1.5% Client growth incentive for Titanium partners when they meet their quarterly Client PC unit target.
Dell is also touting its newly-unveiled AI PC portfolio, saying it will help partners to capitalize on the upcoming PC refresh cycle.
And it's promising all metal tier partners an incremental 4% Compete Select acquisition rebate when they win new business with Dell storage, data protection or Client+.
Similarly, the firm said it plans to retain a 3X services tier revenue accelerator for all storage-attached services, and said partners selling Storage+ with services and storage-based Dell APEX Subscriptions are best positioned to take advantage of this accelerator for next year’s metal tiering.
"The 2025 Dell Technologies Partner Program represents another year of collaboration and growth. And with the unprecedented opportunity surrounding Win11 and GenAI, we will be doubling down on supporting our partners to grow their client business," said Ian Heath, UK head of channel and distribution at Dell Technologies.
Stay up to date with the latest Channel industry news and analysis with our twice-weekly newsletter
"With enhanced tools, tailored incentives and collaboration-first strategies, we’re absolutely committed to strengthening engagement, predictability and shared success."
Dell Technologies ramps up sustainability tool offerings
As part of the program refresh, Dell also unveiled a range of sustainability tools and resources for partners, including an energy efficiency calculator, messaging resources, an RFP portal tool, on-demand training, and Product Carbon Footprint reporting. The firm has also refreshed its Sustainability Competency, launched last year.
Naturally, there's a continued focus on AI, with the company embedding the technology in its solutions and giving partners access to AI-enabled architecture like the Dell AI Factory to help them build AI capabilities.
The company also updated its Data Science & AI training competency to help partners with its offerings across Dell AI Factory and on positioning Dell products for AI.
RELATED WHITEPAPER
"Customers are moving from AI proof-of-concept to full deployments and expect genuine ROI as they scale. Businesses need the right strategy and infrastructure to run workloads across complex, ever-changing IT topologies," said Steve Young, UK SVP & MD at Dell Technologies.
"Our partners enable us to move, scale and innovate faster, and are integral to how we win. Those with established AI competencies will play a particularly critical role in delivering AI-driven outcomes for our customers and driving mutual success."
MORE FROM ITPRO
- Dell Technologies' CTO thinks AI ROI should be the primary focus for execs
- How Dell and Equinix plan to transform AI infrastructure
- Dell Technologies staff push back on layoffs and RTO plans
Emma Woollacott is a freelance journalist writing for publications including the BBC, Private Eye, Forbes, Raconteur and specialist technology titles.
-
Customizing for Every Customer
Personalise customer experiences at scale with CRM+AI+Data+Trust. True 1-to-1 personalisation is finally possible.
-
The Data Foundation for the Age of AI
See how you can build a data strategy for the age of AI. How Data Cloud unifies data for use in personalisation and grounded AI.
-
‘We are helping organizations strengthen their overall security postures’: Fortinet hits major milestone as partner program surpasses 400 partners
News Fortinet's Fabric-Ready Technology Alliance Partner Program now boasts more than 3,000 integrations
-
Lenovo serves up fresh channel incentives with new LEAP engagement program
News Frontline channel staff can now earn points for the chance to win a host of prizes, from gift cards to FIFA World Cup 2026 tickets
-
Channel Focus: All you need to know about HPE's partner program
Feature HPE's partner strategy is targeting enterprise efficiency and productivity in an age of AI and hybrid environments
-
Everything you need to know about Sophos’ new partner program
News The vendor’s new channel initiative unifies the Sophos and Secureworks channel ecosystems to generate new partner opportunities
-
ManageEngine debuts new MSP platform to streamline IT operations
News The new MSP Central platform targets IT sprawl with integrated RMM, PSA, and advanced server monitoring
-
‘Risk into revenue’: Trend Micro’s new European channel program targets partner growth
News The vendor’s updated channel framework now includes a unified tier and discount structure across all partner types
-
HPE just announced huge changes to its channel programs
News HPE has announced the launch of HPE Partner Ready Vantage, a new unified channel program designed to help partners unlock new growth opportunities.
-
Docusign doubles down on IAM with partner program evolution
The company's latest channel initiative introduces new specializations, tailored tracks, and go-to-market support for partners