Dell Enhances Its Channel Partner Program

by: Nichole Gunn June 29, 2011

Taking steps to improve its channel partner program, Dell added more program tiers and now offers channel incentives. Other enhancements to its program include a boost in marketing support, as well as additional incentives for training and certifications related to increased deal registration and rebates. These changes became effective in May.

Of the new tiers added to the program, two are geared toward preferred and premier partners based on their expertise (training level and commitment). The company’s ‘enterprise architecture certification’ has been divided into servers and storage subdivisions. The managed services, systems management, and networking and security categories were not changed. Partners are acknowledged with certifications based on their time and effort (investments) focused in key solution categories.

Vice president and general manager of Dell Global Commercial Channels Greg Davis explained, “"These improved benefits are based on input we have received directly from our partner community.” He added that for partners who take the initiative and invest in Dell, the company is “enhancing incentives and benefits to better position them [partners] for success, and we are able to do that thanks to the success our partners have enabled PartnerDirect to achieve."

Channel partners that received a minimum of two certifications from Dell’s training courses, show a high level of commitment, and meet a designated minimum level of annual revenue are awarded the ‘premier partner’ designation. Partners achieving this award are afforded:

  • 180-day boosted deal registration
  • Limitless concurrent deal registration
  • Qualified product rebates
  • Dell’s resource desk access, at a priority level
  • Dell Product Incentive Program access (offers monetary incentives for the company’s solutions and products)

Dell’s ‘preferred partners,’ formerly labeled certified partners, must achieve a minimum of one certification and meet the revenue threshold required annually. Participants that receive this designation are now awarded benefits that include:

  • Company generated leads
  • 120-day boosted deal registration
  • Extension of deal registration for storage products

There is no change or update to those partners in the Dell ‘registered’ category. Dell provides technology solutions, services, and support. Its DirectPartner program was implemented in 2007 and geared to broaden its customer base, as well as boost partner revenue.


About Nichole Gunn

Nichole Gunn is the VP of Marketing at Incentive Solutions, an Atlanta-based incentive company that delivers advanced, agile B2B customer loyalty and channel sales incentives programs.