Dell Sets Channel Program Team, Plans Global Initiatives

By Jessica Davis  |  Print this article Print

Dell plans to standardize its channel program tools, such as Salesforce.com for deal registration, across all geographies. Plus, Dell reveals a channel executive lineup that puts former EqualLogic channel chief Bob Skelley in charge of certification globally.

Dell's corporate reorganization around customer segments will standardize channel organization tools and infrastructure for Dell globally, looking to pull from best practices in each of the company's regions.

For example, Dell's North American direct sales and channel deal registration have been operated on the Salesforce.com platform, but the European operations have used a tool that was not automated, according to Greg Davis, vice president and general manager of Global Commercial Channels for Dell. So while U.S. channel partners have enjoyed an average deal registration approval time of less than 36 hours recently, European partners have typically had to wait longer.

All that will change for the better when the channel organization standardizes on the Salesforce.com platform for deal registration globally, Davis tells Channel Insider. Another initiative on the agenda is to standardize Dell's channel partner portal globally.

It's all part of his directive to simplify systems, streamline, eliminate cost and listen to channel partners, Davis says.

"I can leverage best practices for channel partners around the world," he says. "That creates a tremendous opportunity for us with our channel and how we can meet the needs of customers."

To serve that end, Bob Skelley, formerly the global channel chief of EqualLogic before that company was acquired by Dell, is expanding his role. Skelley has been responsible for Dell's enterprise architecture certification program for channel partners in North America, and now he will perform that same role on a global basis.

Other personnel changes include the appointment of Jim De Foe as vice president of Americas Channels and Paul Shaffer as director of Global Channel Marketing and North America Programs and Operations. In addition, Sean Phelan will take charge of Dell's specialty sales practice, helping channel partners with sales of technologies such as storage.

In EMEA (Europe, Middle East and Africa), Emmanuel Mouquet will serve as channel sales director and Kathy Schneider will serve as channel programs manager.

Josh Claman, who had served as EMEA channel chief, will now run the Public customer segment business in EMA.

In Asia Pacific, where Dell is still ramping up operations, Iqbal Marican will serve as director for Dell's Channel/VAR Programs and Strategy. Paul-Henri Ferrand, who previously served as channel chief in Asia Pacific, will be heading up the global marketing efforts for the small and midsize business unit

Dell's reorganization, announced in late December 2008, moved the company from operating with three geographically focused business units to one organized around three global customer segments: enterprise, public and SMB. Consumer business already operated on a global basis.

Davis says the channel organization will be "hosted by" or report in to the SMB segment but will serve customers in all segments. But serving partners will remain central.

"One of key tenets of our value proposition is to be easy to do [business] with and listen to our partners," Davis says. "We are trying really hard to look at every single process—make it easy, streamline it, eliminate costs and then pass that along to our partners."

Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and Forbes.com. She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at jessica.davis@ziffdavisenterprise.com

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