Dell has recently signed up Ingram Micro to distribute its commercial products. Ramdas S spoke to Swarnendu Mukherjee, Director, Sales, Commercial Channel, Dell India, about the reasons behind the initiative, and the newly launched partner-focused progra
Director, Sales, Commercial Channel, Dell India, speaks about the distribution pact with Ingram Micro, and new partner initiatives
What are the products that Ingram Micro will distribute?
Ingram began distributing Dell Optiplex and Latitude PCs ex-stock a few weeks back. We have expanded this partnership to carry all the Dell commercial products that can be offered ex-stock.
These include certain fast-moving models of PowerEdge servers, Precision workstations and Dell-Wyse thin clients. Ingram will start billing these products across all the locations in the next three weeks.
In the next couple of months, Ingram will carry some Dell VRTX SKUs, entry-level storage and networking products as well.
What is the reason behind this partnership?
We received a constant feedback from our partners that they were losing a lot of Dell business to competition due to lack of stock-and-sell distribution model.
Several customers did not want to wait 7 to 15 days for order execution. Customers want to buy Dell but their needs are immediate, and hence cannot afford a longer delivery time.
What are the other initiatives Dell is undertaking to become more partner-focused?
Since March 1, 2014, we have moved nearly 4,000 Dell Direct accounts to partners in India. These customer accounts contributed nearly $100 million to the Dell India revenues in the past 12 months.
Over the next few months, we will transfer several thousand more Dell Direct accounts to partners in India. These will be partner-led but the Dell Direct team will help partners service these accounts.
To ensure that Dell Direct works closely with the partners in these customer accounts, we have built a special incentive accelerator for the direct sales team.
We are beefing up the Dell Partner Advantage sales incentive program, significantly increasing rewards and points to motivate partners. You will see us making significant investments in the number of demo units, seed equipment and lab hardware available to partners.
Further, we are in the process of setting up a separate lead generation team for partners in order to
“We have moved 4,000 Dell Direct accounts, which contributed $100 million to India revenues last year, to partners. Several thousand more accounts will go to partners soon”
maximize our coverage and increase their business. We are strengthening our channel account managers (CAMs) team in every major city.
What changes have been made internally to support the new partner-driven model?
We have significantly restructured the sales operations. Previously, every sales unit used to report to the regional headquarters, however, now all sales organizations such as Dell Direct, PartnerDirect and other customer business divisions will report directly to Alok Ohrie, President and MD, Dell India.
This will ensure that the conflicts between direct and indirect businesses are minimized and that the two teams are truly working with partners to win in the marketplace.
Do you plan to sign up more distributors, and are you looking at a sub-distribution model?
We have existing relationships with distributors including Redington and Neoteric who will continue managing back-to-back orders from channels. Ingram will only focus on products sold in stock-and-sell. As business grows, we would like more distributors to drive our volume business.
The same applies for appointing sub-distributors or regional distributors. Presently, we believe Ingram has the logistics and warehousing capabilities to service our active channel base.