Inside Dell EMC’s $35 billion channel business
2017 in Las Vegas, #Dell outlined key opportunities for the channel in the year ahead, based around cross-selling and providing end-to-end solutions for customers. “We have the strongest and broadest partner community in the world,” he said. “There are enormous cross-selling opportunities across the full portfolio – those are opportunities to make meaningful impacts for our customers.” Dell’s cameo appearance during the 2017 #DellEMC Global Partner Summit was both impactful and symbolic for the channel, with the leader emphasising the increased role of partners going forward, and perhaps crucially, Dell EMC’s commitment to its expanding ecosystem. Central to facilitating channel business growth is the Dell EMC Partner Program, launched in February following completion of the merger. Designed to offer the “best of both programs” from Dell and EMC, the unified program overcame early teething issues to offer channel clarity around rules of engagement, simplified rebates and deal registration, alongside an incremental US$150 million investment in incentives. “Make no mistake, we have ambitions to be number one,” Dell EMC global channels president John Byrne told partners. “We want to be the best and the biggest channel player in our industry.
“And you want to know a secret? I know we’re going to do it. We promised you simple, predictable and profitable. But talk is cheap. Let’s see how we’re doing.”
In a bid to provide greater protection to partners, Dell EMC has expanded its Incumbency Program to now cover infrastructure solutions, which now includes server and networking in addition to storage.
Effective 22 May, the initiative targets the commercial segment of the business and is based on historical look-back for revenue and deal registration for partners.
“Partners provided feedback and they wanted more predictably in how they engaged with Dell EMC,” Dell EMC senior vice president of channels Asia Pacific Tian Beng Ng told ARN.
“For the Infrastructure Incumbency, we looked at our end customers and if they had been buying predominantly from the channel for servers, storage and networking, we would protect that customer for the channel.
“That means the direct team at Dell EMC are not allowed to sell into that account, and now we’re extending that to servers and networking, as well as storage.”
Tian Beng said the expansion was in response to channel demand, with partners seeking greater levels of protection in deals going forward.