INTELLIGENT BRANDS // Data Centres
The Titanium Black Status is an invitation
only, special designation created to
strengthen the relationship with partners
who are extremely aligned with Dell EMC.
The unified program embraces the entire
Dell EMC partner ecosystem, inclusive of
solution providers, cloud service providers,
strategic outsourcers, OEM partners,
systems integrators and distribution
partners. The program 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 program for those businesses
that embed Dell EMC technologies into
the marketplace.
Distribution partners
Distribution is a key component to help
our partners deliver for their customers
and Dell EMC is investing to grow this
business. The distribution program
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 program,
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.
Predictable: Rules of engagement
Dell EMC is rewarding partners for
driving new business. Through a fully
integrated and streamlined process, as
well as a globally enforced Partner Code of
Conduct, the Deal Registration program
helps protect those partners who actively
promote Dell EMC’s products and solutions
to their customers. Partners with registered
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INTELLIGENTCIO
and approved opportunities receive both
advantaged pricing as well as protection
from direct sales conflict.
Infrastructure Solutions
Group (ISG) Incumbency for
Commercial Accounts
Dell EMC’s vision is for partners to extend
their reach into new and existing markets
as a true extension of our entire salesforce.
As such, Dell EMC is evolving its current
Line of Business (LOB) Incumbency for
Storage program to ISG Incumbency in its
Commercial Sales segment, which provides
incumbency across all ISG lines of business
including Server, Networking, Storage,
Backup, Converged/Hyperconverged and
Solutions on qualifying accounts. ISG
Incumbency will provide more predictability
than ever before to enable partners to
aggressively grow their business with
Dell EMC. ISG Incumbency allows us to
mutually play to win with our partners.
To help partners plan their growth and
protect their investments, Dell EMC
launched the LOB Incumbency for Storage
program in October 2016. This program
recognises the relationships partners have
established with customers based on
historical business performance with the
goal to minimise direct conflict and ensure
alignment between the Dell EMC sales
team and the incumbent partners.
Now evolving to a more comprehensive
ISG Incumbency model where rather
than providing incumbency for a specific
line of business in an account, qualifying
Commercial accounts will receive
incumbency across all ISG lines of business
including Server, Networking, Storage,
Backup, Converged/Hyperconverged and
Solutions. ISG Incumbency will protect
the entire data centre solution and enable
cross-selling of the full ISG portfolio.
In addition, partners are provided the
opportunity to earn incumbency on new
customers or new lines of business on
existing customers across the ISG portfolio.
Operationalising the ISG Incumbency
program is actively being worked with
details to follow.
Services
Partners can build deeper relationships,
provide greater customer value and
increase profitability when they
supplement their own capabilities with
Dell EMC Services. The new program
gives partners a choice on how to tap
into the growth opportunities with
services. Partners can resell Dell EMC
Services to earn lucrative rebates and
contributions to tier level requirements
or those who obtain Service
Competencies in consulting, support
and deployment can co-deliver or deliver
Dell EMC Services themselves.
Simple: Resources and
Technology Enablement —
Unified Partner Portal
To enhance the partner experience, there
will be one portal for the Dell EMC Partner
Program, streamlined with distinctive
views for each partner type and partner
track providing a wealth of necessary
enabling information. The single point of
entry portal for all partners is scheduled to
go live the week of February 20, 2017.
Profitable: Rich rebates & MDF
The opportunity for profitability is a
cornerstone of the program 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 $150 million of
incremental investment opportunities to
boost back-end rebates and MDF, both
earned and proposal based.
Service provider partner
investments
As enterprises accelerate their shift
toward all-digital businesses and cloud
delivery models, Dell EMC is increasing
its commitment through additional
investments in the Cloud Service Provider
track of the new partner program. These
investments start with increased go-to-
market resources, the instantiation of a
service provider solutions engineering
team all backed up by new revenue-
based rebates and access to both
earned- and proposal-based business
development funds.
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