Dell Technologies’ Partner First strategy to gain momentum in 2024-25

Channel partner ecosystem plays a crucial role in broadening Dell Technologies’ reach across business verticals. 

With improved partner experiences and by developing service-oriented go-to-market strategies, we plan to grow our partner ecosystem as part of the 2024-25 channel strategy, says Vivek Malhotra, Sr Director & General Manager, India Channels, Dell Technologies-

The Channel ecosystem has played a pivotal role in expanding Dell Technologies’ footprint. The company is 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.

“Our “Partner First Strategy for Storage” is a step towards this commitment. This marks a fundamental change in our go to market, resulting in over 99% of Dell customers and potential customers being considered partners first for storage,” says Vivek Malhotra, Sr Director & General Manager, India Channels, Dell Technologies.

To complement industry needs, Dell Technologies has also 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.

“We make sure that partners are engaged and understand all the capabilities that we have. We listen to our partner’s feedback, and we will continue to review our operational model to ensure we’re optimizing and simplifying our engagement with partners,” explains Vivek.

Dell Technologies launched its Partner Program with a renewed focus - Together, We Stop at Nothing, by building upon a position of partner strength. Partners are also leveraging next-gen solutions through its collaborations with OEMs like Microsoft, VMware, Red Hat and others.

Dell Technologies is also investing heavily in customer and market research for identifying new and emerging ways that are used to consume technology. Since as-a-service is seen as an emerging trend, the company has introduced APEX as a new offering.

“We are seeing a lot of our partners already showing interest in APEX solutions and are including it in their portfolio of offerings to their customers,” says Vivek.

MSMEs – a growth enabler for Dell
Dell continues to contribute to the broader economic development and inclusivity of India's entrepreneurial landscape and has thus become a key enabler for Micro, Small, and Medium Enterprises (MSMEs). Through strategic partnerships and initiatives, Dell aims to deliver technology solutions that equip Indian MSMEs with the knowledge and tools necessary for planning their growth and expanding their businesses.

One of the major challenges for MSMEs and entrepreneurs in India has been gaining access to the right technology and knowledge to scale their operations. To address this, Dell has partnered with leading associations such as the MSME Business Forum India and MVW-MSME Development Centre, helping to understand the on-ground challenges and providing business owners with the right tools.

“We understand that empowerment goes beyond providing hardware and software solutions; it also involves educating business owners on how to harness technology's full potential. Through workshops, webinars, and training sessions conducted, Dell supports business owners with tailored solutions to meet their needs. Dell's commitment to empowering MSMEs in India reflects its vision of driving human progress through technology. We not only bridge communication gaps but also provide access to knowledge, cutting-edge technology, and strategic partnerships,” cites Vivek.

Channel Policy 2024-25
The 2024 Dell Technologies Partner Program has a consistent tiered program structure with even more focus on collaboration, acquisition and investment in critical growth areas to drive shared success. The Partner First Strategy for Storage made over 99% of customers and prospective customers “partner first” for storage and quadrupled the number of accounts eligible for storage Partner of Record (PoR) status.

This year, Dell Technologies plans to build on its growth strategy by further incentivizing new business acquisition, setting clear expectations and working hand in hand to deliver for its joint customers. Its channel program includes streamlined Apex products, now divided into two groups - Server+ and Storage+. This restructuring provides an opportunity for Dell to fully integrate all Apex offerings within a common framework, simplifying the go-to-market process for partners.

“The 2024 Dell Technologies Partner Program furthers our investment in partner collaboration through our continued focus on Partner First Strategy for Storage and expanding server PoR eligibility, as well as acceleration on a modernized partner experience,” sums up Vivek.