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Dell Technologies Partner Program spurs cross-selling push

Under the Dell Technologies Partner Program, channel firms will see more backing to sell across Dell subsidiaries. Many components from the Dell EMC Partner Program remain intact.

LAS VEGAS -- Dell Technologies has taken the next step to integrate its family of business units into a simplified framework for channel partners.

The vendor surprised many attendees here at the Dell Technologies World 2019 Global Partner Summit this week by unveiling the Dell Technologies Partner Program. The program replaces the Dell EMC Partner Program devised in the early days of the EMC acquisition. It also supersedes the Dell Technologies Advantage framework, outlined last year, which had the same aim of making cross-selling easier for partners.

Under the Dell Technologies Partner Program, channel firms will have formal supports in place to cross-sell and procure technologies from the various Dell-owned businesses, including VMware, Pivotal, Virtustream and Dell EMC.

"Our goal is clear: We want our partners to be able to buy whatever they need from one of our family of brands," said Joyce Mullen, president of global channels, OEM and IoT solutions at Dell Technologies, during a media roundtable session.

What changes for Dell EMC partners?

Cheryl Cook, senior vice president of global partner marketing at Dell TechnologiesCheryl Cook

The new partner program, effective immediately, won't pull the carpet out from under any of Dell's current channel alliances. On the contrary, the program intends to "absolutely maintain the core tenants of the benefits and requirements" of the Dell EMC Partner Program, said Cheryl Cook, senior vice president of global partner marketing at Dell Technologies.

The Dell EMC Partner Program's four-tiered structure -- Gold, Platinum, Titanium and Titanium Black -- will continue undisrupted under the new program, with partners keeping their same tier statuses. Additionally, the new Dell Technologies Partner Program "has no impact on the strategically aligned businesses' independent programs. They will continue to have their independent partner programs," Cook noted.

Partners will see a difference, however, in how Dell Technologies counts revenue and certifications earned through its subsidiaries. According to the company, all revenue and certifications will be credited toward the new program's tier requirements.

Dell also revealed a new initiative to streamline its channel business processes, including deal registration, quoting and ordering, and rebate management. The initiative, dubbed the Dell Digital Way, will see the vendor making new investments in automation, according to Darren Sullivan, senior vice president of global partner strategy, programs and operations at Dell. 

The Dell Digital Way is a "strategy to develop a cohesive ecosystem to better serve [partners] and our mutual customers," Sullivan said.

Additionally, Dell will improve integration between its various lines of business for partners. In the second half of 2019, partners can expect to see a self-service quoting and ordering tool for client, server and midtier storage, Sullivan noted.

New integrated offerings, new skills

We want our partners to be able to buy whatever they need from one of our family of brands.
Joyce MullenPresident of global channels, OEM and IoT solutions at Dell Technologies

The Global Partner Summit followed Dell Technologies' product announcements, which combine technologies from its strategically aligned businesses.

  • Dell Cloud Platform. A suite of cloud offerings that integrate VMware with Dell EMC infrastructure technology. The products include Dell Technologies Cloud Platform and a data-center-as-a-service product, VMware Cloud on Dell EMC.
  • Dell Technologies Unified Workspace: A new end-user computing framework that spans the Dell Technologies portfolio. The framework is built on the foundation of VMware Workspace One.

Integrated technologies like the new VMware and Dell EMC infrastructure allow partners to deliver the tools customers need for the edge, the core and the cloud, Cook said.

In conjunction with the product releases, Dell introduced a new cloud competency for partners. The competency aims to support the new cloud platform offering, the vendor said.

Cook added that VMware certifications partners earn around VMware Cloud Foundation will be recognized in Dell Technologies Partner Program.

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