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Dell strengthens PartnerDirect programme at Enterprise Forum

Alex Scroxton

Dell has announced a number of tweaks designed to strengthen its PartnerDirect channel programme and get partners growing faster and more profitably at Dell Enterprise Forum in Frankfurt.

As one of very few vendors that supplies servers, storage and networking under one roof, Dell wants to be seen as leading the way when it comes to transitioning partners from the old to the new ways of supplying IT – a theme also spoken to by its bête-noire, HP, at its recent channel conference.

Acknowledging that over the past seven years the channel has come to be seen as a critical part of Dell’s go-to-market strategy that it could no longer execute effectively without, the firm took another step back from its chequered past, adding new lead generation capabilities to, in its own words “encourage a channel-led approach for specifically targeted customers that would benefit from partner involvement.”

Dell said this would enable partners to identify and target specific companies while assuring partners that Dell would not itself pursue the leads. However it stopped short of saying the customer would no longer be allowed to buy direct from Dell.

To support this move, Dell will also embark on a restructuring plan within its channel and segment sales teams, consolidating the two under single country-by-country leadership. In this way it hopes to make things more predictable for its partners, and better reward its own salespeople for working through the channel.

Other key changes made to PartnerDirect include:

  • End-to-end sales support from Dell sales teams on server, storage, networking, software, thin client, workstation and security lines, and expanded rebates for multiple product sales in one deal.
  • A six-fold increase in investment in demo units and lab gear, as well as special leasing conditions on demo kit through Dell Financial Services (DFS)
  • The launch of a channel financing programme through DFS to offer qualifying Premier and Preferred partners and disties a fortnight’s extension to credit, and higher credit limits, as well as a cash management tool and on-demand financing and quotation tools.
  • An extra 2% rebate on software sales for Premier tier partners operating within Dell’s four software competencies, security, information management, data protection and systems management.

“With this new series of programmes and incentives, we are making it easier for our partners to work with Dell sales teams, giving them a cost advantage over competitors,” explained Dell EMEA channel sales VP and GM Laurent Binetti.

“Combined, these benefits will enable Dell’s EMEA channel program to become even stronger and to deliver IT solutions to its customers more efficiently than ever before.”

Computacenter group financial controller Karen McInerny said the firm was already piloting Dell’s new financing programme in the UK and Germany.

“The enrolment process is very simple and straightforward. The channel financing programme will enable future growth with Dell to be more profitable for Computacenter,” she said.


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