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Dell EMC launches new integrated partner programme

IT behemoth goes on 'attack' with new incentive-packed partner programme

Byrne says the Dell EMC Partner Programme has been designed to be the most desirable programme in the industry.
Byrne says the Dell EMC Partner Programme has been designed to be the most desirable programme in the industry.

Dell EMC is going on the "attack" with a new single partner programme that nearly doubles the storage rebates from the legacy EMC programme and rewards partners handsomely for selling hyper-converged and converged infrastructure solutions combining server, storage and networking products.

Dell EMC's ambitious goal with the launch of the new programme: nothing less than to deliver partners the most profitable partner programme in the industry.

Marius Haas, Dell EMC president and chief commercial officer, said: "This is a giant leap forward in what is an extremely compelling opportunity for all of us together. I am pretty certain that this will establish Dell EMC as the premier partner for the channel."

The programme, which packs a whopping 20% potential payout on storage products including hyper-converged products, sets up an epic battle for data centre market share with the $74bn Dell EMC using its newfound scale and its large and energised partner base to take a bite out of chief competitors Hewlett Packard Enterprise (HPE), Cisco Systems and Lenovo.

The new programme comes just five months after the close of the largest acquisition in IT history - Dell's landmark $58bn acquisition of storage market leader EMC last September.

The opportunity for profitability is a cornerstone of the programme awarding eligible partners with lucrative rebates. Base rebates are paid back to dollar one and growth rebates reward partners who successfully grow their respective Dell EMC lines of business over time. And partners who attach services to expand into new lines of business can earn additional rebates on top of the base and growth rebates. In addition, there is an infusion of $150m of incremental investment opportunities to boost back-end rebates and MDF, both earned and proposal based.


"We want partners to be aggressive and attack the market and know how much more money they are going to bring home," said Dell EMC global channel chief John Byrne, who has overseen a massive effort to combine the enterprise-based EMC programme and the more client/server-based Dell programme. "Global business is rapidly changing as more and more customers prioritise investment in digital transformation. Dell EMC and its partners are uniquely positioned to help customers through this evolution."

Byrne added that Dell EMC provides vast opportunities to its partners through an industry leading portfolio of innovative products, services and solutions, and now with the Dell EMC Partner Programme, the company will provide the support and programmes for partners to excel.

 "We've diligently designed the Dell EMC Partner Programme to be the most desirable programme in the industry," he said. "We are truly providing the means and the opportunity along with the recognition and profitability that our partners want and deserve. We're ‘all in' with our partners and invested in their success."

The unified programme embraces the entire Dell EMC partner ecosystem, inclusive of solution providers, cloud service providers, strategic outsourcers, OEM partners, systems integrators and distribution partners. The programme includes unique tracks with specific advantages and incentives that align to a particular partner type and attained tier designation.

As part of this full ecosystem strategy, included as well is the "Powered by Dell EMC" brand programme for those businesses that embed Dell EMC technologies into the marketplace.


Dell EMC said distribution is a key component to help partners deliver for their customers and Dell EMC is investing to grow this business. The distribution programme offers a comprehensive set of benefits, which include base rebates paid back to dollar one of sales, growth accelerators based on targeted partners and lines of business and services rebates.

In addition, earned quarterly market development funds (MDF) can be spent on activities such as enablement, demand generation and headcount. All distribution partners that are authorised by Dell EMC will be granted status as an Authorised Distributor, which each will maintain by meeting annual minimum revenue, services penetration rates and training competencies requirements.

Dell EMC plans to consolidate the list of distribution partners in the new programme, and partner more closely with key global distribution partners who are placing bets on the company. Dell EMC will maintain a smaller set of local distribution partners by country.