Dell Unveils a Slew of New Incentives, Rebates for Channel Partners

Dell Technologies unveiled a slew of new incentives, deals and rebates for channel partners in the Dell Technologies Partner Program 2020. The aim this year – as the company emphasized – is on delivering “simple, predictable and profitable” partner program in order to remove complexities from its operations.

Joyce Mullen, president of global channel, embedded and edge solutions at Dell, said the benefits for the partner would be greater clarity, and for the wider ecosystem it would help speed up decisions and sales and support the ambition to take share and grow quicker than the market.

Dell Technologies recorded $52 billion in orders over the past year. The company sees tremendous opportunities in strong global partnership.

“While we can’t talk about fourth-quarter results yet, I can say that you delivered solid performance through the third quarter, with 8% order revenue growth, 9% distribution growth, 11% storage growth, 7% server growth and over 52,000 new and reactivated customers. Talk about outpacing the market,” she added.

Mullen said this was going to be the decade where customers really started to appreciate their data, and its partners had a key role to play in supporting those user ambitions.

“We know that this is the decade of data, the decade of 5G, multicloud, artificial intelligence and, I would argue, the decade of Dell Technologies. In this decade, our customers will learn how to put their data to work. They will make their processes even more efficient, create safer and more environmentally friendly factories, improve their customers’ experiences, protect privacy even more diligently, and they will unlock the power of their data in ways we never imagined,” she said.

“But they can’t do this alone, given the complexity. Customers need partners to help them build the foundation. They need partners who are technically proficient, who understand their businesses and what they’re trying to accomplish. They trust partners who have their back, and partners who can offer the world’s best solutions to deliver the results they’re looking for. Together we’re doing this,” Mullen added.

As we head into 2020, our commitment to partners remains strong and steady. Mullen informed, “We are continuing to raise our bar on our promise of simple, predictable, profitable. This starts with our simplified go-to-market structure. In December, we announced that our Commercial and Enterprise organizations are being combined under Bill Scannell, who will lead a new, global, unified Sales and Partner organization team.”

Darren Sullivan- SVP, Global Partner Strategy, Programs & Operations said, “We strive to deliver the best Partner Program in the industry based on our core tenets of Simple, Predictable and Profitable. These 3 tenets, along with our partners’ direct feedback from Partner Advisory Boards, Partner Summits and Satisfaction surveys, guide the evolution of the Dell Technologies Partner Program.”

He explained that in 2020 Dell Technologies Partner Program for Solution Providers will provide an even more compelling business proposition through 3 main focus areas:

  • Increased opportunity and profitability for new customer and line of business acquisition
  • A simplified structure, making it more predictable and easier to manage your Dell business
  • An improved end-to-end experience accelerating the time to get to a winning price and improving the predictability of partner’s overall incentives

“For increasing opportunity and profitability, we’re investing in new business acquisition with partners, expanding our Partner Preferred Program by adding new target customers for server acquisition to the existing storage accounts. We’ve seen great momentum with this program driven by the collaboration of Dell Technologies core sales and our partners,” said Sullivan.

Dell Technologies’ combined go-to-market structure will make engagement with partners easier and more effective. In addition to normal back-end rebates Dell Technologies also provide incremental discounting on the front end. When partners receive Deal Registration approval for server or storage opportunities with an applicable Partner Preferred account partners receive an increased discount. This advantaged pricing allows the discretion to price with greater profitability.

Outlining its growth plan for Asia Pacific region, Ng Tian Beng – SVP, Channel Sales APJ, said, “We have simplified the partner program by consolidating our product rebate structure to just three lines of business; Client, Server and Storage. We have removed quarterly targets to improve predictability while automating other processes to make it easier to forecast partner’s quarterly earnings. Our investments are in projects that will improve the end-to-end partner experience. We will further optimize quoting tools to help our partners better calculate their potential gross margin position for each product, with a fast, seamless and intuitive online experience.”

Furthermore, Dell just launched a Deal Registration dashboard to distributors that make it easier to view and use opportunities directly in a partner portal.

“We are rolling out two more phases so that partners with Dual Registration capability will have access to this dash board as well. Complimenting predictability and simplicity, our base rebate multipliers will be on focused products to reward targeted behavior,” he said.

These multipliers will cover specific products such as precision workstation, rugged notebooks, client peripherals, displays, 7 and 9 series laptops for client category and power edge 4-socket and blade servers for server category.

“Our focus this financial year is to provide partners with incremental benefits that will drive their pursuit of new business and reward their continued and growing engagement with us,” summed up Beng.

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