Dell EMC Partner Programme is no more
The Dell EMC Partner Programme has been officially scrapped and has been rebranded as the Dell Technologies Partner Programme.
The programme tiers will remain unchanged, with partner's maintaining their status as an Authorised, Gold, Platinum, Titanium or Titanium Black partners. Channel partners will receive a new Dell Technologies Partner logo to replace the original Dell EMC branding.
SVP of global channels at Dell EMC, Cheryl Cook, said the rebranding is in line with new integrations between Dell EMC and "strategically aligned" businesses such as VMware, SecureWorks and Pivotal, such as its Unified Workspace and VMware on Dell EMC offer.
"We absolutely will maintain the core tenants of the benefits and requirements of today's programme. The tier status remains the same and it has no impact on the strategically aligned businesses' independent programmes; they will continue to have their independent programmes.
"This will really empower you to have the power of the whole Dell Technologies brand behind you so you can lean in and take advantage of the whole portfolio and strategically aligned businesses. So congratulations! All of you are Dell Technologies Partners," she said.
The Dell EMC partner programme first came into existence in 2017 as the vendor looked to on-board EMC partners into the new business.
Other Dell businesses to count towards revenue and tier status for Dell EMC partners
In February, Dell EMC announced VMware certifications would count towards Dell EMC revenue and tier attainment. But now, all revenues generated through Dell Technologies brands will contribute to partner status in the Dell Technologies Programme.
"We know we need to make it easier for you to leverage the Dell Technologies portfolio. Harnessing the power of these brands sets us apart from the competition. It's what makes our opportunity together boundless," said Mullen.
"Last year we came up with this idea called the Dell Technologies Advantage Partner Framework - rolls right off the tongue, I know. Suffice to say, we knew we had to simplify it."
New solution badges and competencies
Dell EMC announced two new solution badges for partner to get their hands on as part of the new programme.
In line with the launch of Dell Technologies' Cloud Platform, VMware on Dell EMC and Dell EMC's Unified Workspace, the programme will now include a Cloud Platform badge and a Service Delivery Competency for VxRail.
The full cloud competency certification requirements will be announced in Q3 this year.
"We want you to be really well positioned to capitalise on the opportunity we all see. So today we're launching and announcing a new cloud competency. It's all in effort to support the cloud platform solution we've announced. We're very mindful that we're giving invested protection on the learning and skill investments that you make," said Cook.
Dell EMC partners are growing faster than Dell Technologies
Dell EMC's partners grew revenues by a healthy 17 per cent year on year, logging over $50bn in sales. Dell Technologies as a whole grew revenues by 15 per cent during the same year to $90.6bn, meaning partners produced around 55 per cent of Dell's total revenues
Global channel president Joyce Mullen told partner delegates that they brought in 63,000 new customers over the course of last year.
When Dell EMC initially announced its new partner programme in February, Mullen said she's targeting $70bn in sales in the short-term.
"Sceptics said that a company our size and scale could not possibly adapt, transform and grow simultaneously. You all helped us defy the odds and defy gravity," she told partner delegates.
"We were number one in storage, bigger than the next three competitors combined, number one in server and growing like nuts, and for the 24th quarter in a row you helped us gain PC share."
She added "And as we've heard, the performance we delivered today will help us defy gravity tomorrow. The cash we're generating now is being reinvested into R&D - to the tune of $4.5bn dollars this year - so we're going to continue to build on the world's best portfolio."
Dell EMC kept its promises
Last year, Dell's channel chiefs made a series of promises to channel delegates in attendance to make it easier for partners to transact and sell through Dell EMC's programme.
By the end of the year, Mullen pledged that Dell EMC will respond to most deal registration requests within four hours, turn around 80 per cent of price quotes within four hours, and 95 per cent within 24 hours.
SVP of global partner strategy and business, Darren Sullivan, told partners that Dell EMC has kept all of the promises it made at last year's Global Partner Summit.
"In terms of deal registration, we committed that we would get an accurate response to you the first time 95 per cent of the time. A year in, we're at 96 per cent. At the same time we improved our turnaround time for deal registration by 75 per cent year over year. For quoting we committed to turning them around in four hours 80 per cent of the time. By year end we were at 84 per cent.
"For rebates, we committed to increase our speed of paying by 30 per cent, and we did it by 32 per cent by year end. We've met SLAs for rebate payment for the last three quarters in a row."
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