Dell Enhanced Its Channel Program Using Partner Feedback

by: Nichole Gunn July 22, 2011

Taking advantage of employee or partner feedback is an effective business strategy and Dell is doing just that in regard to its channel partner program. Taking the advice of two consulting firms and listening to what its partners had to say, Dell recently initiated an improved worldwide channel program.

Based on partner commitment and training efforts, the revamped structure of the PartnerDirect program offers a two tier platform: preferred and premier.

According to The VAR Guy, a technology information news source, Greg Davis, vice president and general manager of Dell Global Commercial Channels explained that the new and enhanced partner initiatives were structured on direct information and contributions from Dell’s partners.

Dell’s global channel partner program and channel executive director Bob Skelley noted, “small shops … are going to find the certification and revenue commitments still within scope." He went on to say, “We really structured this – with the feedback of our partners – so that it is attainable."

To further encourage all sized partners to succeed, Dell is providing free training for certification. This strategy will enable a unified and easier product selling experience “across the board.”

One of the program’s improvements include re-categorization; previously ‘certified’ partners are now labeled preferred. This level is for solution experts who achieve a base yearly revenue, and acquire the minimum of one certification. In exchange for this effort, preferred partners are afforded boosted deal registrations, including terms of 120 days; access to company generated leads; and “extended storage product deal registration.”

The premier tier is the highest level partners can reach. Partners in this category have the greatest level of commitment, have a minimum of two company certifications, and uphold a base yearly revenue. The premier partner is afforded admittance to Dell’s Product Incentive Program (which offers extra channel partner initiatives), rebates on specified products, limitless deal registration with terms of 180 days, access to company generated leads, and special support access.

Channel Maven Consulting’s Heather Margolis told VAR Guy that taking advantage of partner input in the formulation of a new and enhanced partner program was a big help in designing a partner-friendly program. It’s much better to have protocols and requirements in place that help drive business and afford partners the tools to support and help customers. "Dell is thinking about the customer when putting in place commitments from and benefits for its partners."


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