Dell helping partners leverage next-gen solutions through OEM collaborations 

“As-a-service is an emerging trend across the board,” Anil says. “In fact the analysts expect technology consumption as-a-service model to grow significantly faster, and we have launched APEX services to address the same.”

Anil Sethi, Vice President & General Manager, Channels - India, Dell Technologies

Channel partners are integral to Dell Technologies’ overall success to deliver excellent customer experiences. They have always been the driving force behind Dell Technologies’ business growth and the company is committed to strengthening this ecosystem, with renewed focus and ample growth opportunities. Throwing more light on its channel partners, Anil Sethi, Vice President & General Manager, Channels – India, Dell Technologies highlights the key channel priorities and how the brand tries to be different from the rest -

A good partner program is as important for a partner as for a company. It helps them define profitability, training, enablement options for their team, access to special benefits, demo units and a lot more. By leveraging the partner program effectively, partners can grow their revenues, margins and capabilities of their talent pool and, in turn improve relationship with their customers. 

For Dell Technologies, one of the key benefits of a partner program is to be able to extend its network and improve its reach within the target segments. This results in increased revenue, enhanced product portfolio and creates a customer feedback loop with an additional connection to customers. Partner program also creates significant growth in sales and distribution of a product or a service.

“Dell Technologies’ partner program has been rated as one of the best in the industry,” says Anil Sethi, Vice President & General Manager, Channels – India, Dell Technologies. “With the partner feedback process we have in place, we have found that even our partners view our program as simple, predicable and profitable. Our partner program enables them to plan their resources better, decide on the opportunity strategy more accurately and have more controlled and beneficial outcomes.”

Key priorities for Dell to empower the channel partners
Continues Anil, “The Channel ecosystem has played a pivotal role in expanding the footprint of Dell Technologies. We are committed to grow this further by enhancing partner experience levels and building services led go-to-market strategies, aided by new incentives and distribution support. We have streamlined and enhanced the partner experience across multiple program tracks allowing solution providers, CSPs and OEM partners to enjoy one regional incentive structure, one tier structure, and one set of tier requirements. The consistency across these tracks and their associated selling motions – such as reselling, hosting, and embedding – enables partners to focus on positioning the best solution for their customers while earning consistent, lucrative incentives, regardless of route to market.”

Partners are also leveraging next-gen solutions through Dell’s collaborations with OEMs like Microsoft, VMware, Red Hat and others. Dell Technologies is investing heavily in customer and market research for not just additional technology and features that customers want, but also identifying new and emerging ways that are used to consume technology. 

“As-a-service is an emerging trend across the board,” Anil says. “In fact the analysts expect technology consumption as-a-service model to grow significantly faster, and we have launched APEX services to address the same.” 

APEX is a new offering on the block. Dell Technologies already has APEX Custom Flex-on-demand that offers custom solutions for the partners to position with their customers. Its partners have both, a significant role to play in rollout of APEX, and an opportunity to build significantly higher profitability in doing business. Dell Technologies is seeing a lot of its partners already showing interest in APEX solutions and are eager to include it in their portfolio of offerings to their customers.

Key differentiator offered by Dell
The rapid introduction of new, sophisticated infrastructure and application solutions is upon every business as emerging technologies hit their stride. Information Technology is becoming more specialized, not standardized, requiring both Partners and OEMs alike to build expertise. Organizations and Partners should focus on re-skilling and upskilling of their workforce to stay relevant in the market and navigating through these tough times. In order to ensure business continuity, businesses should bank on new breakthroughs and technology trends, which will set the tone for what is to come over the next 10 years 

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