Dell Partner Program Guide

The Dell EMC Partner Program provided partners with marketing, sales, & development resources. Explore opportunities as a Dell channel partner.

The Dell Technologies partner program was announced in late 2007, opening the door to VARs seeking to resell and collaborate with Dell’s product offering. To little surprise, Dell has only increased their market presence and become an effective channel partner for resellers.

In 2020, Dell Technologies had a global workforce of over 35,000, a presence in 180 countries, and a market share of over $45B. Offering hardware, software, services, and solutions, Dell is a leading multinational IT vendor serving 99% of Fortune 500 companies.

This article details the Dell partner program requirements, tiers and benefits, financial incentives, training, and resources to maximize collaboration as a Dell reseller.

Partner requirements

Organizations interested in the Dell partner program start with an application. Upon approval by Dell, the company attains authorized partner status and is eligible for additional benefits. Benefits like deal registration and MDFs are available after committing to the program through meeting benchmarks for revenue and training requirements.

Also Read: Dell Discloses More Channel Program Secrets

Partner application

Are you interested in the Dell partner program? The application is relatively short and is the only listed requirement for consideration. At the outset, companies have three Dell channel tracks to choose from: solution providers, cloud service providers, and OEM partners.

After selecting the right track, all organizations must list a sponsoring distributor. This reference is crucial to the organization’s application as Dell will contact the distributor to confirm the candidate partner’s standards of excellence and compliance.

Also Read: Dell EMC Names Primary Distributors

Partner tiers

Partner tiers include Authorized, Gold, Platinum, and Titanium. A few of the benefits that stand out include:

Tier Benefits
Authorized MyRewards points-based program for sales and Cloud Partner Connect
Gold Eligibility for services delivery competency and the online demo center
Platinum VMware access for resale and rebates and partner advisory boards
Titanium Executive support and the highest rebate potential

Partner financial incentives and financing

Dell’s partner program knows profitability is crucial to business continuity. The upper three ties–Gold, Platinum, and Titanium–offer rebates for customer acquisition, targeted business product sales, and more.

For marketing development funds (MDFs), the Dell partner program incentives include earned and proposal-based MDFs. Whether it’s a pre-set sales rate that rewards added revenue or a strategic proposal to move sales for a priority marketing campaign, the higher the tier, the greater the financial benefits.

Also Read: Dell’s Channel Chief Talks Reorganization

Partner training

The Dell partner program has an extensive training and competencies program to ensure Dell resellers have the knowledge and resources to succeed. When partners gain expertise in Dell products, solutions, and services, the result is an increase in the quality and quantity of sales. Add to that, and the Dell partner program incentivizes partner training by offering higher program tiers and more significant benefits for achieved competencies.

Portfolio and service delivery competencies include training in Dell’s workstation and endpoint security for client solutions. For infrastructure solutions, the list grows with competencies for solutions like storage and data protection.

Solutions competencies offered include:

  • APEX Custom Solutions, Cloud Services, and Infrastructure
  • Dell Technologies Unified Workspace
  • Data-centric workloads for data analytics, AI, SAP, and SQL
  • Dell Technologies Cloud (DTC)

Also Read: How Dell EMC Changed Its Channel Program

Partner resources

Dell Partner Portal

The Dell Partner Portal is the go-to platform for partner resources, tools, and support. Organizations can access their custom partner program details, track compliance, and deal registration.

Other features include:

  • Sales, configuration, and quoting
  • Services resell and delivery
  • Payment and financing solutions
  • News, trends, and events

Anyone organization interested in Dell partners can easily find partners by competencies, location, and service on the front end of the Dell partner portal.

Also Read: Channel Partners Need IT Vendors to Up the Automation Ante

Sales Resources

Expertise can go far, but partners also need easy access to the most up-to-date information on products, including highly technical specifications. The Dell partner program offers a handful of resources to optimize sales capacity. One tool is a sales campaign proposal tool for quick deployment, while another is the customer solution center enabling custom design for unique solutions.

With the demo program, partners can buy products at discounted prices for customer demonstrations, proof of concept, and internal product development and testing. Dell’s solution-centric materials give Dell resellers the knowledge to fill the pipeline, make sales, and close large deals.

Marketing and Demand Generation

Marketing just became that much easier with the Dell partner network at an organization’s fingertips. Partners can collaborate to drive increased awareness about products and generate leads that turn into customers and sales. The Dell partner program marketing institute gives partners the full competency of the company’s marketing portfolio, including MDF planning.

According to Dell, using their digital marketing tools can help maximize ROI and minimize time and resources allocated to marketing.

The Stop at Nothing program gives Dell resellers the end-to-end campaign resources and pipeline opportunities to point customers in the right direction for solutions. With Dell’s data center portfolio, PowerStore, client portfolio, and latitude laptops, partners can offer more customers than they previously imagined.

Also Read: Dell Is the Ultimate VAR

Sam Ingalls
Sam Ingalls is a content writer and researcher covering enterprise technology, IT trends, and network security for eSecurityPlanet.com, Webopedia.com, ChannelInsider.com, and ServerWatch.com.

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