Dell EMC today detailed changes to the 2019 edition of its channel program that make it simpler for partners to participate at higher levels of the program.
The company is removing the need to have multiple competencies to participate at the higher tiers of its channel program and reduced the number of competencies a registered partner need to become a Gold partner to one engineering and one sales certification.
Dell EMC is also adding a Data Analytic Solution Competency and is now counting services competencies as part of how it determines what partners can participate at any given tier.
Partners will also receive more credit towards achieving sales goals by generating revenues to qualify for various tiers if they sell Dell EMC storage and converged infrastructure sales.
Finally, Dell EMC also revealed that it would extend a Preferred Partner program that enables partners to claim ownership over a customer relationship to include historical sales. Previously, the program that required all business for certain customers to be routed to a channel program required partners to attain sales levels for new products. As of the third quarter, Dell EMC revealed today that only 80 partners had achieved Preferred Partner status.
Overall, Dell EMC as of its third quarter in the last 12 months has generated $49 billion in orders via channel partners, says Joyce Mullen, channel chief for Dell EMC. That’s a $6 billion increase over the previous year, said Mullen.
Specifically, server sales through channel partners are up 38 percent, while storage sales increased 12 percent and client systems sales increased 13 percent.
While Dell EMC is making it simpler for partners to participate at higher levels in its channel program, much of the company’s focus in the channel remains on increasing attach rates for Dell products and services in any given deal.
“Attach, attach, attach,” says Mullen. “This is the path to profitability.”
Dell EMC is on a path to generate well over $70 billion in sales via the channel for this fiscal year, which was its original goal for the year, notes Mullen.
The real issue, of course, is not so much how much revenue is generated, but rather what margin level of margin is attained for both Dell EMC and its partners.
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