Dell reassures anxious SonicWall VARs

Dell’s (NASDAQ: DELL) channel chief has stepped in to reassure concerned SonicWALL resellers following the announcement of the network security specialist’s acquisition earlier this week.

“We have worked hard through previous acquisitions (EqualLogic, Compellent and Force10) to preserve their channel programmes and enhance our value-add through certification for all partners. Our goal is the same now,” said Dell’s VP and general manager, global commercial channels, Greg Davis, in his blog.

Davis concedes some partners feeling “anxiety” about the changes, but says he and his team have been reaching out personally to many SonicWALL partners since the announcement. He says: “I’d like to ask those I have not spoken with to take a look at our track record with previous acquisitions that had strong channel programmes and give us an opportunity to combine the best of the programmes for an even stronger PartnerDirect programme.” He also encouraged partners with concerns to contact him directly.

SonicWALL has 15,000 resellers worldwide. Dell says it plans to “take the very best” of SonicWALL’s Medallion Channel Programme and combine it with its own PartnerDirect programme.

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“A benefit to SonicWALL’s channel members is that they will now have access to all Dell products, which we expect will open up new opportunities. And, Dell’s existing PartnerDirect channel partners will have access to sell SonicWALL products. This will enable all partners to grow their business in new directions.

“Over the past four years we have worked hard to alleviate member concerns and earn their trust,” he maintains.

“We have done this by creating and leveraging a firm deal registration process, which protects members who are creating and driving demand. We have neutralised sales compensation so that our direct account teams receive full credit for working with the channel, which we believe helps drive the right behavior. And finally, we operate with rules of engagement that have established great working relationships with our channel members. We will continue to do these things as we integrate the SonicWALL products into Dell,” he adds.