Dell Technologies Unveils Significant Partner Program Enhancements

(Pictured above: Dell’s Joyce Mullen enjoys a rock star entrance at Dell Technologies World, April 29.)

DELL TECHNOLOGIES WORLD — As Dell Technologies rolls out its new branding and messaging, the vendor on Monday also announced simplified engagement, training and competencies, new badging and expanded opportunities around storage and next-generation cloud solutions. The news came today at Global Partner Summit, being held in conjunction this week with Dell Technologies World.

What up until today was known as the Dell EMC Partner Program, is now the Dell Technologies Partner Program. While the branding of the program has changed, the vendor is maintaining the core tenants of the benefits and requirements of the partner program, and tier status will remain the same. This rebranding has no impact on Dell’s strategically aligned businesses’ independent partner programs.

Dell’s Cheryl Cook

“But what this will do is enable and empower you to really have the power of the whole [Dell Technologies] brand,” said Cheryl Cook, senior vice president, global partner marketing at Dell Technologies.

The company remains committed to three strategic partner initiatives: making it easier to do business with Dell; solutions; and performance, Joyce Mullen, president, channel sales at Dell Technologies, told attendees.

Making it easier to do business with Dell means making its value proposition to partners real, simple, predictable and profitable.

To improve the end-to-end partner experience, Darren Sullivan, senior vice president, global partner strategy and business operations at Dell Technologies, introduced Dell Digital Way.

“To accelerate progress, we’re investing heavily in automation — we call this Dell Digital Way,” he said. “It is a strategy to develop a cohesive digital ecosystem to better serve you and our mutual customers.”

What this means to partners is that over the next year, Dell will create a seamless online experience across its businesses, with improvements across processes such as deal registration, quoting and ordering, rebate management and so on. In the second half of the year, Dell will introduce a self-service quoting and ordering experience for client, server and mid-tier storage.

Dell is also making enhancements in predictability including sales engagement and planning, and is creating a culture of partnering at Dell; the company is focusing on programs that create the opportunities, including expanding the number of eligible accounts with Dell’s commercial segment in the second quarter; is focused on deal registration; and is enforcing robust rules of engagement.

Mullen’s second imperative is fast-tracking partners’ ability to deliver transformational solutions and to make it easier to tap into the power of the Dell ecosystem. Cook talked about three areas of focus: the story, solutions and skill sets.

The story is about Dell Technologies, its rebranding and messaging, which includes four pillars: IT transformation, workforce transformation, security transformation and application transformation. Of course, taking the company public is also a core part of that story. Partners were shown the newly branded Dell Technologies tier logos.

Cook then talked about solutions. Here is how Dell Technologies is expanding the partner opportunity around storage and …