Dell Shakes Up Channel Program

Dell Technologies has announced updates to its 2022 Partner Program to “streamline” how partners engage with the vendor.

The changes mean solution providers, cloud service providers and OEM partners will have one incentive structure, one-tier structure and one set of tier requirements.

Dell said the “enhancements” will enable partners to focus on positioning the best solution for their customers, while earning consistent, lucrative, regional incentives, regardless of route to market.

According to Dell Technologies Global Channel Chief Rola Dagher, the updated program provides partners with a streamlined experience based on three pillars:

  • Deepening trust to drive strong alignment and collaboration
  • Maximizing growth by focusing on the end-user acquisition, driving cross-sell and accelerating the data center of the future
  • Accelerating transformation by enabling channel consumption.

How will the changes affect channel partners? According to Dell’s SVP of Global Alliances Denise Millard, the vendor is adapting its partner program to meet various acquisition models its partners want, including flexibility, simplicity, consistency and alignment to the different routes to market.

He added the changes put more control in the hands of Dell’s partners.