Dell Overhauls Channel Strategy for Storage Partners

Changes will see Dell pay out more to incentivize its sales reps to work with partners on storage deals.

Christine Horton, Contributing Editor

August 7, 2023

2 Min Read
Dell storage partners changes

Dell Technologies has announced a major shake-up of its go-to-market strategy for storage partners.

The Partner First Strategy for Storage designates more than 99% of Dell’s customers and potential customers as partner-led for storage sales.

There are a couple of significant differences that storage partners will notice with the new strategy.

First, Dell is to increase compensation for its direct sales team when transacting storage through a partner. This, said Dell, encourages greater partner teaming and will incentivize Dell sales reps to work with partners on storage deals.

Here’s our most recent list of important channel-program changes you should know.

Second, Dell is quadrupling the number of storage Partner of Record-eligible resale accounts for more predictability of engagement. If a partner holds storage POR status, Dell sales reps will work with them on any storage opportunity they uncover within that account, per its Rules of Engagement.

The vendor said storage partners will continue to earn rebates and incentives through the Dell Technologies Partner Program. This includes acquisition rebates on the newly eligible Partner of Record accounts.

Dell CEO Michael Dell is backing the changes.


Dell Technologies’ Michael Dell

“Dell’s investment in partnership runs deep,” he said. “We have decades of experience working with our partner community to accelerate transformation for our customers. The Partner First Strategy for Storage extends our partner commitment and unites the strengths of our partners with the advantages of our world-class team and solutions.”

Dell’s global channel leader, Rola Dagher, said the company can “win more often – and faster – when we work side-by-side with our global partner ecosystem.


Dell’s Rola Dagher

“With 99% of our customers and potential customers deemed as partner first for storage, we’re very clear about our intentions to embrace the channel.”

Changes Follow Feedback from Storage Partners

Elsewhere, Dell’s president, global sales and customer operations, Bill Scannell, said an omnichannel business model with a robust partner ecosystem is at the core of Dell’s growth strategy.

“The Partner First Strategy for Storage will incent Dell sellers to work even more closely with partners to acquire new business and deliver the right outcomes for customers. It’s a win-win-win for customers, partners and Dell.”


Dell’s Bill Scannell

In a post, Dell said the changes were in response to partners calling for “greater collaboration, predictability and teaming.”

According to IDC, Dell is the No. 1 enterprise storage vendor, globally. In Dell’s fiscal third quarter, partners delivered approximately 50% of the firm’s overall net revenue and accelerated double-digit storage growth.

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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