A newly designed partner program to define the future growth of Dell EMC

A merger does not only mean a union of two companies but also the amalgamation of channel partners, who make the path easier towards success for companies. And for that companies need to structure their partner program well. Talking about the Partner Program post the merger of Dell and EMC, Anil Sethi, Vice President, Channels - Dell EMC India talks about the transformation it has brought about in the channel community and how it has been accepted among the partners -

It has been a year since the most talked about and the largest merger in the IT history took place, the amalgamation of two tech giants - Dell and EMC. It was a merger worth $60 billion. The merger was successful in creating a unique family of businesses that provides the essential infrastructure for organizations to build their digital future, transform IT and protect their most important asset, information. 

The merger has been accepted really well among the partner community. The new partner program that came out of the merger is now based on three tenets – Simple, Predictable and Profitable. “While the erstwhile Dell program was profitable in terms of backend rebates which have now been included as a part of the new program, hence making the program profitable. The legacy EMC system which was based on a half yearly target system as compared to a quarterly audit on the Dell side has now been incorporated into the program. This makes the program predictable. The earlier EMC program also had a strong training program which has again become a key aspect of this program. There is now a single deal registration system now for all partners, thereby ensuring simplicity. The partners now get access to the world’s best portfolio - end to end. All the way from desktops, notebooks, servers and EMC’s entire storage portfolio,” states Anil Sethi, Vice President, Channels - Dell EMC India.

The new channel partner program is the best in class in the industry according to Anil. The main objective of the new program is to increase reach as well as improve partner profitability. The program offers a simplified portfolio with access to products across enterprise and commercial. 

The unified partner program from Dell EMC has also been well accepted by its channel partners. It has been created focusing on the feedback mechanism and redefined the plan keeping in mind to build trust in the channel.     

“The unified Dell EMC channel partner program has been created from ground up based on a strong feedback mechanism, thereby differentiating it in various ways. We had to redefine the plan in a promising way with the most important part being to build trust in the channel. The community responded positively owing to the seriousness of the commitment with which we were engaging with them. The erstwhile Dell program was profitable in terms of backend rebates which have now been included as a part of the new program, hence making the program profitable. The unified program combines the best aspects from both programs – legacy Dell and EMC,” says Anil.

Partner enablement – a key part…

It is very important for any organization to have a roadmap before entering into digital transformation journey and for that training and certification program is required. The company is focusing on training of both external stakeholders and internal teams.     

“To provide an enhanced customer experience to customers and grow revenues with a business first approach, prior to beginning the digital transformation journey, it is extremely important for organizations to prepare a roadmap for successful transformation. This is where a comprehensive training and certification program for channel partners comes in. These training modules are not just for external stakeholders but also internal teams. This along with a Smart Pricing concept the time to give a quote to the customer has reduced. We have specialized teams in all the core areas, be it storage, compute and networking,” asserts Anil.  

Opportunities for the new channel…

Digital transformation in the country is a huge opportunity now in the country. The wave of digital transformation in the country offers a 2-4 trillion dollar opportunity in India. it is the best time for new age channel partners should invest in technologies to help customers transform digitally. The new partner program framed is also in line with this digital transformation. The transformation, according to Anil needs to happen in businesses across the three key pillars: IT, Workforce and Security transformation.

In 2017, the channel has been the key focus for Dell EMC and it is going to be crucial for them even going ahead.  Towards this goal, the newly framed program will aim to be very aggressive and will cover every single product and types of market in India, allowing cross selling opportunities across enterprise and commercial in the country. This also means that there will be incentives for new businesses and eventually more profitability for partners.

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