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Dell overhauls partner programmes in the name of digital transformation

01 May 2018

Dell has announced that it is giving its partner programmes, incentives and solutions a boost in the name of encouraging digital transformation.

The company’s new Advantage framework adds tools and incentives to make it easier for channel partners to work with businesses in the Dell ecosystem.

In addition, partners who have achieved Titanium Black status in the Dell EMC Partner Program will see their status recognised across the ecosystem of businesses.

“Partners sit at the forefront of helping customers embrace digital transformation,” says Dell EMC global channel, OEM and IoT solutions president Joyce Mullen.

“At its core, the Dell Technologies business addresses this need and uniquely enables partners with the products, services, financing and programmes to make them successful. We’ve seen tremendous growth and momentum over the past year.

“Our partners continue to grow their businesses; however, we know there is still massive opportunity in front of us. The products and programmes announced this week at Dell Technologies World 2018 will enable our partners to broaden their capabilities and to grow even faster. Our top priority is helping partners solve their customers’ complex digital challenges.”

The company will also begin introducing new solutions competency offerings in 2018.

Available beginning this week is the new IoT solution competency - others to be added throughout the year will include high-performance computing, data analytics, business applications, and security.

The existing Partner Advantage and Sell & Earn programmes are being axed in favour of a new incentive programme, the ‘MyRewards Program’, described as an opt-in, points-based reward programme for Solution Provider sales representatives and system engineers.

Dell says this new programme will give up to 3x bonus payouts and simplify claiming globally.

The Dell EMC Partner Program also is delivering enhanced rebates focused on driving new business, storage refresh and attaching Pro-Support Plus to storage.

The new demo programme provides tiered partners with the ability to use earned MDF to purchase any storage, converged infrastructure, hyper-converged infrastructure and data protection solutions at a discount

Finally, the Proof of Concept (POC) programme aims to remove some of the complexity around partner-led POCs.

Dell EMC says that the aim of this is to deliver marketing content organised across the buyer’s journey and give partners access to industry analyst research to build their business case based on customer outcomes and business benefits.

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