Dell Technologies’ Cheryl Cook dismisses "naysayers": ‘We just want both routes to market to grow.’

Christine Horton, Contributing Editor

October 4, 2021

2 Min Read
Channel Conflict

Dell Technologies has responded to reports it is taking back its PC business and selling direct to customers in the U.S.

Dell Technologies’ SVP, global partner marketing, Cheryl Cook, confirmed that the vendor wanted to grow its direct sales in certain areas.


Dell’s Cheryl Cook

“We want all routes to market to grow. That in certain markets and countries, we want our direct performance to grow is a true statement,” she said.

However, she maintained that Dell’s channel business is growing faster than the market — and the competition.

“Our channel business is growing faster than our direct business,” she told Channel Futures. “Our deal registrations are up, the number of new buyers are up. I usually let results speak for themselves.

“Our commitment and engagement with the channel has never been stronger,” she continued. “And all the opportunity around multiple lines of business, expanding into the breadth of the portfolio holds true. So we’re going to keep focusing on our strategy that seems to be working.”

Cook said she couldn’t comment on “naysayers,” but added: “We just want both routes to market to grow. The channel is outpacing the market, our competition and direct.”

‘Unwavering’ in Commitment to Partners

In Europe, Rob Tomlin, VP of channels, UK&I, at Dell Technologies, told Channel Futures that “partners are critical in helping accelerate business transformations.”

“Our Client Solutions Group revenue with the channel doubled last quarter in EMEA,” he said. “Dell continually reviews its organisation to drive growth and position our teams to best serve customers and partners. We remain unwavering in our commitment to our channel business and partners. We’re looking to continue our strong collaboration and momentum in the channel in the UK and globally in the [second half of the year].”

In a LinkedIn post, Forrester analyst Jay McBain noted that “there is still a (very) sizable market that prefers to buy PCs direct.” He said this figure could be upward of one-third.

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About the Author(s)

Christine Horton

Contributing Editor, Channel Futures

Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.

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