The Dell EMC difference

Having recently unveiled a robust integrated partner programme and pumping $150m in investments for rebates, incentives and market development initiatives, will the new Dell EMC channel push meet partners’ expectations?

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The Dell EMC difference ((ITP Images))
By  Manda Banda Published  February 23, 2017

No IT company has been more engaged and fired-up recently about making gains with the channel than Dell EMC.

Over a decade ago, Dell was pioneering the direct sales model for the PC business.

Today, the IT behemoth has been remodelled and in the past three years, it's charged-up, more channel-centric and focused on delivering nothing less than to help partners to be profitable in an industry where margins have been squeezed and IT budgets cut.

Following the biggest merger in IT history between Dell and EMC in 2016, the new company has been the number one channel advocate, urging its partners to take advantage of its end to end solutions.

Fuelled by the recent unveiling of a new integrated channel programme that has seen it infuse $150m in incremental investment opportunities to boost back-end rebates and MDF for channel partners, Dell EMC is on an all-out channel "attack".

The net impact of the new programme has yet to be felt, but it is coming and, make no mistake about it, will be felt. The kind of channel engagement that Dell EMC is driving in the sales trenches always pays off. The fact is the company is making bigger investments in the channel with new, innovative channel sales initiatives being brought to partners, while rewarding them handsomely for selling hyper-converged and converged infrastructure solutions combining server, storage and networking products.

So what do all these new initiatives mean for Dell EMC partners in the Middle East and North Africa (MENA)? Partners and their sales teams like to look to their vendors to gauge the business commitment and Dell EMC is making them believe with its ambitious new programme as it wants to deliver to partners the most profitable partner scheme.

Judging by past experiences when Dell changed its direct sales strategy in favour of the channel and rolled out incentive and rebate schemes, it will only be a matter of time before we see the new programme having a wider channel impact in MENA.

I personally believe Dell EMC is going to take share, but how big a share depends on how the vendor drives down its strategy. What is clear is that Dell EMC wants its partners to be aggressive and "attack" the market and know how much more money they are going to make.

Partners that decide to take on Dell EMC as a vendor partner can be sure that they will find in the company a passionate, channel-savvy leadership team that gets their business and the power of delivering end to end solutions including hardware, software, security and services - to customers, and is willing to help them in the sales trenches.

What's your take on partnering with Dell EMC's new integrated partner programme? Let me know. I can be reached at

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