2024 Dell Partner Program Promises Greater Profit
Dell has revamped its partner program to include three new competencies and updates to incentives and rebates.
![Dell partner program gets 2024 refresh Dell partner program gets 2024 refresh](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/blta787e42773633e18/65c14fc3a7040e040aef1f44/Bigger_Profit.jpg?width=700&auto=webp&quality=80&disable=upscale)
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In 2023, Dell announced its ‘Partner First Strategy for Storage’ strategy. It saw Dell designate 99% of customers and potential customers as "partner-first" for storage sales. It also quadrupled the number of accounts eligible for storage Partner of Record (PoR) status.
Brousse described it as “by far, the biggest change in our go-to-market that we’ve ever made. We want to work with our partners. We want to team with our partners and to win customers with our partners.”
Dell’s chief partner officer, Denise Millard, explained the latest update in a blog published Feb. 5. Now Dell is expanding server PoR eligibility for New Business Incentive (NBI) accounts when partners sell more than $15,000 in server revenue to a new customer.
![Dell's Denise Millard Dell's Denise Millard](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/bltc14c0e377b77a385/6525e830fc971636babe9a59/Millard-Denise_Dell.jpg?width=700&auto=webp&quality=80&disable=upscale)
Dell's Denise Millard
“The expansion of server PoR eligibility strengthens predictability of engagement for the data center holistically while rewarding partners for their investments and acquisition,” said Millard.
“With the Apex competency we will see a massive increase in earning potential,” Brousse told Channel Futures.
In 2024, Dell will streamline its Apex Infrastructure offerings into Storage+ and Server+ product categories. With these updates, the full incentive-eligible Dell Apex portfolio will qualify for base rebates and behavioral incentives.
In addition, the Dell Apex Upfront incentive will continue to be available for partners who hold the Dell Apex Infrastructure competency.
The program updates aren’t all about infrastructure, said Brousse.
“We really want our partners to drive more services and more client peripherals around our ecosystem of PC and laptops. And we want to share the profit with partners around this one.”
Metal-tier partners who hold a Client+ competency and hit their Client Peripheral revenue gate are now eligible for a five-times multiplier on the base rebate when selling Dell Client Peripherals, and two times the base rebate when selling Precision Workstation, Dell Displays & Docks and Dell Latitude Rugged laptops and tablets.
Dell is also increasing the rebate for partners who attach Dell ProSupport Plus services when selling Client+ products.
In May 2023, Dell announced professional services-focused delivery model Project Harmony, which has been re-branded ProServices. This is where eligible partners integrate Dell Services into their branded offerings.
“We continue to expand the Partner ProServices offerings to enable our partners to meet the changing services requirements of their customers,” said Millard.
PowerFlex is Dell’s software-defined infrastructure solution. Partners that invest in and hold the PowerFlex Design 2023 Certification will be eligible for a stackable 4% rebate kicker on New Business and Competitive Swap incentive opportunities.
The 2024 Dell Technologies Partner Program will include three new competencies: Data Science & AI, Edge Solutions, and Sustainability & ESG.
“This year we believe that gen AI will move from proof of concept to proof of productivity,” said Brousse. “We created this competency to help our partners navigate all these opportunities that are created by gen AI but also to validate their expertise in this area.”
“Gen AI is driven by data generated at the edge and hosted in the cloud. Partners that can demonstrate capability with AI, edge and multicloud solutions are the best positioned to capitalize on this market opportunity. The new Data Science & AI Competency and Edge Solutions Competency will validate partners’ expertise on Dell’s offerings,” said Millard.
The new Sustainability & ESG Competency helps partners address customer needs through sustainability training, enablement, tools and resources.
Additionally, Dell offers Circular Business Solutions for recycling and retirement of IT technology, with incentives for reselling. It is extending the 7% rebate for recovery services to include storage, in addition to the existing rebate on Asset Recovery Services for client and server.
Dell will also continue its quarterly Global ESG Partner Spotlight program, which recognizes partners who execute co-branded initiatives aligned with Dell Technologies’ ESG priorities.
The 2024 Dell Technologies Partner Program will include three new competencies: Data Science & AI, Edge Solutions, and Sustainability & ESG.
“This year we believe that gen AI will move from proof of concept to proof of productivity,” said Brousse. “We created this competency to help our partners navigate all these opportunities that are created by gen AI but also to validate their expertise in this area.”
“Gen AI is driven by data generated at the edge and hosted in the cloud. Partners that can demonstrate capability with AI, edge and multicloud solutions are the best positioned to capitalize on this market opportunity. The new Data Science & AI Competency and Edge Solutions Competency will validate partners’ expertise on Dell’s offerings,” said Millard.
The new Sustainability & ESG Competency helps partners address customer needs through sustainability training, enablement, tools and resources.
Additionally, Dell offers Circular Business Solutions for recycling and retirement of IT technology, with incentives for reselling. It is extending the 7% rebate for recovery services to include storage, in addition to the existing rebate on Asset Recovery Services for client and server.
Dell will also continue its quarterly Global ESG Partner Spotlight program, which recognizes partners who execute co-branded initiatives aligned with Dell Technologies’ ESG priorities.
Dell Technologies has revamped its partner program to offer three new competencies and several updates to incentives and rebates across its portfolio.
Elsewhere, Dell has signaled it wants closer collaboration with partners via the new partner program. As such, it has expanded an element introduced as part of its "partner-first" storage strategy to servers.
Plus, there has been a name change to its 2023 professional services launch, Project Harmony.
“It’s all about growth,” said Dell’s EMEA head of channel, Alexandre Brousse. “It’s all about acquiring new customers. How we can help and support our partners in this growth agenda? Help them to address the market new opportunities like gen AI, like edge, like multicloud?”
![Dell's Alexandre Brousse Dell's Alexandre Brousse](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/blt0534e948c8955df3/65c154b9cd1fae040a884937/Brousse_Alexandre_Dell_2024.jpg?width=700&auto=webp&quality=80&disable=upscale)
Dell's Alexandre Brousse
Over the past fiscal year, partners contributed around 50% of Dell’s net revenue and more than 60% of all new and reactivated buyers.
See the slideshow above to see the biggest changes in full.
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