Chan­nel Chief

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

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Swar­nendu Mukher­jee

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.

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