“The message couldn’t be clearer!” – we get the industry reaction to the likes of Dell investing in partners for the long haul.

Christine Horton, Contributing Editor

August 16, 2023

7 Slides

Dell Technologies recently announced it was adopting a partner-first strategy across its storage business. This has been viewed as a potential game changer for the company, and a signal of Dell’s commitment to the channel.

A growing number of vendors are embracing a partner-first strategy during the current economic turbulence. Instead of doubling down on a direct strategy and cutting support to the channel, more firms are investing in partners for the long term.

EY published a CEO study last year about the growing trend of ecosystem partnering. It showed high performing ecosystems drive more than double incremental revenue growth with one-and-a-half times cost reduction.


WorkSpan’s Chip Rodgers

“Pretty stunning numbers and clearly Dell leadership is taking it to heart,” noted Chip Rodgers, chief partner officer at partner management platform WorkSpan.

It appears Dell – and other vendors – are embracing the old proverb: “If you want to go fast, go alone. If you want to go far, go together.”

In the slideshow above, analysts and channel experts weigh in on what the shift to a partner-first strategy means for the channel.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Christine Horton or connect with her on LinkedIn.


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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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