The Dell EMC Partner Program is an international channel partner program that provides partners with business development, sales and marketing resources.
The Dell EMC Partner Program was launched in February 2017 following Dell's $58 billion acquisition of EMC and the creation of Dell Technologies. The program combines elements from Dell's former partner program, PartnerDirect, and EMC's partner program, while also introducing new elements.
Dell EMC touts a comprehensive portfolio and numerous cross-selling opportunities for its channel partners. In addition to Dell EMC products and services, partners can sell offerings through the program from other companies under parent company Dell Technologies, including network security company RSA Security and public cloud infrastructure provider Virtustream.
What's new in the program since the Dell-EMC merger
The Dell EMC Partner Program has a number partner tracks depending on a company's business model. They include solution providers, cloud service providers and strategic outsourcers, system integrators, distributors, and OEMs.
For partners participating in the Solution Provider track, there are five levels of membership: Authorized, Gold, Platinum, Titanium and an exclusive Titanium Black tier for select partners. Tier eligibility is based on a partner's revenue, including a minimum requirement for Dell EMC services revenue, and training and certification achievements. Partners can ascend the program's tiers by either specializing in a single line of business, such as storage products, or by cross-selling across the Dell EMC portfolio and meeting certification requirements for multiple lines of business.
When details of the program were first announced at Dell EMC's 2016 Global Partner Summit conference, the vendor assured partners they could expect a "zero tolerance" approach to channel conflict. Dell EMC introduced strict deal-protection policies barring its direct sales teams from competing with partners on partner-registered deals. The Dell EMC Partner Program also provides incumbency protection for partner-led accounts.
Different levels of partnership and how they work
Depending on a partner's tier level, the Dell EMC Partner Program provides a range of incremental resources and benefits, such as market development funds and stackable rebates.
According to Dell EMC, benefits of the Solution Provider track include the following:
- Authorized partners can access the Dell EMC Partner Portal, financing programs for partners and customers, product and solution training, and the deal registration system.
- Gold partners can tap incumbency programs for the commercial segment, rebate programs, Dell Solutions and Briefing Centers, and proposal-based marketing funds.
- Platinum partners can receive earned market development funds, priority access to leads, and a spot on the Partner Advisory and Technical Advisory Boards.
- In addition to the benefits above, Titanium partners obtain consideration for the highest rebate potential and executive support from Dell EMC, as well as consideration for the vendor's elite Titanium Black status.
Through the Dell EMC Partner Portal, partners can access sales and marketing resources, tools and training.