Dell makes sweep­ing changes in Part­nerDirect


In one of the most sweep­ing changes, Dell glob­ally has moved 200,000 ex­ist­ing Dell Di­rect ac­counts to part­ners. The com­pany plans to dou­ble its part­ner-led busi­ness from the cur­rent 33 per­cent to 60 per­cent of the over­all global commercial busi­ness rev­enues.

Dell also plans to quadru­ple the money spent on its Part­ner Ad­van­tage sales in­cen­tive pro­gram, sig­nif­i­cantly boost­ing re­wards and points used to mo­ti­vate part­ners. Part of Dell’s push in­cludes mak­ing a five-fold in­crease in new in­vest­ments in the num­ber of demo units, seed equip­ment and lab hard­ware avail­able to part­ners.

The 200,000 di­rect ac­counts are those where the com­pany be­lieves that Dell Di­rect just doesn’t have the re­sources to man­age them and hav­ing a part­ner en­gage­ment will help get sig­nif­i­cantly more busi­ness.

“These ac­counts will be man­aged

“To in­cen­tivize our reps, we have cre­ated 20 per­cent com­pen­sa­tion ac­cel­er­a­tor on new bus­niess they gen­er­ate jointly with part­ners” BOB SKEL­LEY Ex­ec­u­tive Di­rec­tor Global Cer­ti­fied Part­ner Pro­gram, Dell

jointly by the part­ners and the di­rect sales team. In or­der to in­cen­tivize our di­rect reps to work with part­ners we have cre­ated a 20 per­cent com­pen­sa­tion ac­cel­er­a­tor on the new busi­ness they gen­er­ate along with part­ners. This will be ap­pli­ca­ble to new stor­age, net­work­ing, soft­ware, se­cu­rity and Wyse work­sta­tion busi­ness our di­rect reps cre­ate with Dell part­ners,” ex­plained Bob Skel­ley, Ex­ec­u­tive Di­rec­tor, Global Cer­ti­fied Part­ner Pro­gram, Dell.

Dell ex­pects to sig­nif­i­cantly in­crease the share of wal­let with its part­ners and fos­ter deeper strate­gic re­la­tion­ships be­tween Dell Di­rect and part­ners. “The changes made to our pro­grams cre­ate crys­tal-clear rules of en­gage­ment for the chan­nel that are con­sis­tent and pre­dictable,” said Skel­ley.

He added that these ef­forts are a part of Dell’s ac­knowl­edg­ment that it has work to do to re­verse per­cep­tion that it’s not 100 per­cent com­mit­ted to the chan­nel. The changes are meant to re­duce chan­nel con­flict and strengthen part­ner sales, he added.

Ac­cord­ing to Dell, the changes in the part­ner strat­egy and pro­grams have been based on feed­back and rec­om­men­da­tions from the var­i­ous part­ner ad­vi­sory coun­cils glob­ally.

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