Dell EMC will consolidate down to one channel program

LAS VEGAS – When Dell and EMC integrate into one organization, which is expected to happen by Oct. 16 of this year, they will operate with one channel program.

Currently both vendors have their own channel program. EMC’s is called Solution Provider Program or Business Partner Program, while Dell’s is coined PartnerDirect.

On day one of the new organizations, which will be called Dell Technologies, it will operate a single program along with a centralized channel organizational structure with resources aligned to the business.

Scott Millard, EMC’s Americas channel vice president of sales, told CDN that the model on day one will look more like EMC’s channel program than Dell’s.

In a nutshell, the EMC Business Partner program has three tiers Platinum, Gold and Silver with rewards that focus on the solution provider’s ability to increase revenue, improve training and other achievements. The EMC plan has an emphasis on training and development along the lines of sales, technical skills and marketing.

“Channel resources will sit outside of sales and run on a separate organizational chart or department, but those resources will be aligned into sales. It will make it a more cohesive plan that can address the local needs of the business while still being global,” Millard said.

He added that the centralized channel organization will help Dell Technologies drive a true global channel strategy.

More changes will be made to the program, yet unnamed. Millard said program changes and structural reporting will look different by February of 2017. For now, the channel teams at Dell and EMC will be focusing on helping solution providers take advantage of cross selling opportunities.

Millard said the strong EMC accounts compared to Dell did not have much of a Dell server base. And, vice versa for the Dell accounts. “We can both go in now and compliment those two. That’s the focus right out of the gate and its going to be a big opportunity for the partners,” he said.

Channel partners will play a role in those changes. Millard said that they will be taking in feedback from both channel partner networks.

When Dell and EMC are completely integrated Millard said EMC will have partnerships with Insight and SHI and he believes the new company can help those partners to the next level with three times the revenue gains or synergies over cost.

“It all comes down to selling a wider portfolio to the clients. Together the solution providers can position themselves as a stronger trusted provider and earn more margins from that,” he said.

Something the EMC channel team does not have is a channel financing operation. With Dell they now get to work with Dell Financial Services.

With the evolution of customer consumption models disrupting the channel partners’ go-to-market strategy, Millard said the addition of Dell Financial Services can now fund those new models. Also the fact that Dell EMC will be a private company the channel team at EMC can think now about investing long term.

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Jim Love, Chief Content Officer, IT World Canada

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Paolo Del Nibletto
Paolo Del Nibletto
Former editor of Computer Dealer News, covering Canada's IT channel community.

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