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Jim DeFoe

Jim DeFoe

Senior Vice President, Global Distribution

Walking the Talk: Doubling Down with Dell EMC Distribution Partners

Earlier this year, as we were getting ready to launch our extraordinary Dell EMC Partner Program, I talked about how Distribution would be instrumental to our collective success. We’re just one quarter in to the new program, but we’ve already placed several big bets on our Distribution Partners, such as streamlining the process of providing Solution Provider leads to our Distribution Partners and relying on them to onboard net-new Partners. Distribution Partners reciprocated our trust and commitment, and the results have been phenomenal.

Today, I’m excited to share the next big bet that we’re placing on our Distribution Partners to help them be even more successful. I’ll also list some areas where I see significant Distribution opportunity in the near future. Let’s start with the news.

A Dell EMC First: A Distribution-Exclusive Product

Today we’re announcing a first for Dell EMC – a Dell EMC product to be available to customers exclusively through Distribution Partners.  Beginning this month in North America, EMEA and APJ, the Dell EMC Networking X-Series Products will only be available to customers and partners through our Distribution Partners. By the end of 2017, all regions will follow this Distribution-exclusive model for the Dell EMC Networking X-Series products. Additionally, as of today in North America, APJ and EMEA, all Dell EMC Networking X-Series business has shifted to the channel. By the end of 2017, X-Series products will only be available via Solution Providers worldwide.

By offering X-Series as a Distribution-exclusive product, we are demonstrating our commitment and investment in channel growth for the Dell EMC Infrastructure Solutions business. I expect this to be a big win for our Distributors and the Dell EMC Networking business, helping forge new relationships with partners who may have previously purchased directly from Dell EMC, and motivating others who may be looking for a door opener into our award winning and Gartner visionary product line.

 The Dell EMC Networking X-Series family of products.

 

The Dell EMC Networking X-Series is a family of smart, web-managed 1GbE and 10GbE switches designed for SMBs who crave enterprise-class network control fused with consumer-like ease. It offers:

  • Sleek, intuitive management with a revolutionary graphical user interface (GUI) for ease of setup and actionable monitoring.
  • Enterprise-class features including providing power to wireless access points, phones, cameras, compact switches and other network devices directly from the network with Power over Ethernet (PoE/PoE+) switches.
  • Models to fit a variety of needs, featuring compact eight-port models for flexible surface top, wall, or ceiling mounting choices.

The Dell EMC Infrastructure Solutions Group represents a huge growth area for our Solution Providers, especially as we continue to promote cross-selling across both the Client and Infrastructure portfolios. Plus, the X-Series lends itself well to stocking, one of the many value-added services our Distributors offer.

More details on the Dell EMC Networking X-Series can be found online and in the Partner Portal.

The Immense Distribution Opportunity

At Global Partner Summit and over the past few months, I’ve had a chance to sit down with many of our Distribution Partners. I’ve heard a lot of enthusiasm around the breadth of the Dell and Dell EMC portfolio, and collective opportunity before us. Dell and Dell EMC issued a whopping 15 press releases at Dell EMC World – a testament to the incredible innovation happening behind the scenes. In addition to our exciting X-Series news, there are several other announcements that present massive opportunity to our Distribution Partners, including Dell EMC PowerEdge 14th Generation Servers, Dell EMC XC430 Xpress, Infrastructure Solutions Group (ISG) and Commercial Solutions Group (CSG) Incumbency, and New Flexible Consumption Models.

I’ve also been hearing a lot of excitement around the Distribution Program benefits, structure, and rollout. We’re proud of that, but we’re not slowing down. There is still work to be done. Our Distribution Partners are crucial to our continued growth and market leadership. We will continue to place big bets on our Distribution Partners in the future, and look forward to continuing the momentum that we’ve built so far.

 

 

Five Reasons to Get Excited for Dell EMC Distribution

Distribution

Happy 2017 … What a year we expect it will be! As you know, we’re getting ready to launch the extraordinary Dell EMC Partner Program in just a few short weeks. Our Distribution partners will continue to be instrumental to our collective success, so we’ve built a new, global Distribution program that we’re incredibly excited about.

The new Dell EMC Partner Program will have a Distribution-specific set of requirements and benefits, including:

  • Minimum annual revenue and growth requirements
  • Competency and training requirements
  • A comprehensive set of benefits, including base rebates and growth accelerators

We’ll share more specific details around each of these items in the coming weeks.

In the meantime, check out this countdown of the top five reasons that Dell EMC Distributors should get excited about the new program.

#5: The Same Great Reseller Coverage Strategy

You know what they say, “If it ain’t broke, don’t fix it.” We pride our new program on being Simple. Predictable. Profitable. ™ With that in mind, we’re keeping most Solution Providers’ current procurement models intact. In the new program, a Solution Provider’s procurement model will be based on their legacy Dell or EMC buying relationships, the product lines they carry, regional/country needs, and Dell EMC’s ability to support the Solution Provider directly. This means the vast majority of legacy Dell and EMC Solution Providers will maintain their existing procurement model, and all net new Solution Providers who are onboarded into the new Dell EMC Program will procure exclusively through Distribution.

#4: Distribution Incumbency Plans

We get it – when you’ve built the relationships, you should get to maintain them. To protect our Distributors’ investment in the Solution Providers they recruit and engage in the Dell EMC Partner Program, Solution Providers will continue their buying relationship with their preferred Dell EMC Authorized Distributor as they progress through the program, other than by a Dell EMC-approved exception. Solution Providers reserve the right, regardless of their Dell EMC Partner Program Tier, to continue to procure through Dell EMC Authorized Distributors.

#3: Distribution-Specific Tools and Resources

That’s right, within the new Dell EMC Partner Portal, we will introduce a Distributor-specific view for exclusive access to program resources, quoting tools, and the Deal Registration program. Distributors will receive additional information on how to access the portal in February.

We’ll also roll out distribution-specific training competencies, minimum annual revenue and growth requirements determined by country, and minimum annual services requirements. Yes, these are required, but they’re intended to provide you with all the information you need to be as profitable as possible.

#2: New Solution Provider Leads

More qualified leads = more opportunity! Dell EMC will begin actively feeding Solution Provider leads to Authorized Distributors. As Solution Providers apply on the Dell EMC website, Dell EMC will complete an initial review to verify the partner’s validity, and then send the application to the Solution Provider’s named preferred Distributor.

#1: Distribution Rebate Program

$$$! Distribution partners will receive a comprehensive set of benefits, including base rebates, services rebates, growth accelerators, and MDF.

  • Base Rebates: Predictable earned dollars based on qualified sell through revenue
  • Services Rebates: Additional rebate payouts based on total Services revenue generated by the Distribution partner, which in FY18 will include both Support and Deployment Services revenue.
  • Growth Accelerators: Additional incentives based on growing targeted Resellers by Line of Business/Product Category.
  • MDF: Distributors will have access to both Earned and Proposal-Based MDF, which they will be able to manage in the new Dell EMC MDF tool.

Over the past few months, the Dell EMC partner team has delivered an extensive effort to evaluate the legacy Dell and legacy EMC Distribution Partner coverage strategy. Based on this work, we have determined we will consolidate the list of go-forward Distribution partners in FY18. We will partner more closely with key global Distribution partners who are placing bets on Dell EMC and maintain a smaller set of local Distribution partners by country.  Specific details on program requirements and benefits will be provided in early February, at the time of the Dell EMC Partner Program launch.

As we march towards the February launch of the Dell EMC Partner Program, we’ll continue to provide our partners with further information.

Together, we will attack the market and become the channel to beat. Our opportunity is truly extraordinary.

 

 

*Please note: EMEA will not transition to this new incentives structure until Q2 of FY18

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