The Dell Technologies’ Global Channel is a $35 billion business, bigger than industry heavyweights such as Nike, Facebook and Starbucks, and still has a relatively low share of wallet with customers and partners. The opportunity is enormous, and given the ongoing interest in the Dell and EMC combination, customers want to hear more on the full range of products and services Dell EMC can bring to bear.
One of the consistent pieces of feedback we hear from our partner community is to help them with marketing and awareness of Dell EMC solutions, and their individual capabilities. This year at the Global Partner Summit, Cheryl Cook, SVP, Global Channels Marketing, Dell EMC, led the “Making Digital Marketing Real for Dell EMC Partners” breakout session, where she was joined by Gaurav Chand, SVP of Marketing, Dell EMC; Laz Gonzalez, SCO, Zift Solutions, and Sonia St. Charles, CEO, Davenport Group and Mark Melvin, CTO, ePlus.
Chand gave attendees an overview of the Four Transformations Dell EMC has highlighted throughout the week – Digital Transformation, Workforce Transformation, Security Transformation and IT Transformation – and where the company will focus marketing efforts for the year so partners can align investments. “It’s a digital world,” Chand told the audience. “Digital transformation is very real; it’s not magic.”
He also discussed Dell Technologies’ latest Marketing and Advertising campaign, Making it Real, and the company’s goal to take digital transformation from concept to reality. “Dell Technologies will focus on the how of digital transformation, and how you make it real,” Chand explained. “And ultimately, improve the customer experience.”
Laz Gonzalez, Chief Strategy Officer of Zift Solutions, spoke about “Best Practices for Effective Marketing” and how partners can and should build marketing campaigns to capitalize on the proliferation of channels available to them today, such as search and social, and drive customer retention.
Sonia St Charles and Mark Melvin then took the stage to share their success stories and marketing engagement with Dell EMC. Both St Charles and Melvin are embracing innovative marketing tools to reach their customers.
During the session, Dell EMC unveiled the new Marketing Campaign Center and Partner Academy, found on the Partner Portal, which are a set of tools and resources to help partners build their own marketing campaigns. Included in the Marketing Campaign Center are marketing content partners can use as pieces or wholesale to help drive awareness for their business and Dell EMC. It includes helping partners with content syndication, social assets, and campaign playbooks.
Dell EMC also launched Partner Academy, a marketing institute, which includes curriculum and training modules that count towards a partners accreditation and tier eligibility.
Cook said, “We know partners are invaluable at helping tell the Dell EMC story and it’s a win-win for them and for Dell EMC. We are investing in the capabilities and assets to help make it easier for partners to be successful and win new business.”