Dell’s Solution Provider Direct Update

Back in May, Michael appeared on the cover of CRN and announced that Dell is expanding its channel strategy and will launch an “authorized partner” program and deal registration by the end of this year. Since then, we’ve been having lots of conversations with our current channel partners like Eze Castle Integration. Some customers have questioned our efforts, but I assure you Dell’s commitment to solution providers is real. Moving forward, I and others will blog about developments in our strategy to make the long-term vision more clear.

Yesterday, members of our Solution Provider Direct team updated hundreds of channel executives and media at the annual CMP XChange event in Orlando on progress Dell is making with our channel initiatives. 

 At XChange, we also circulated a survey to get feedback on authorized partner program elements that will most influence solution providers to do business with Dell. We’d love your feedback, too. Later this week, we’ll add a link to the survey when we get it set up.

We still have a ways to go and won’t be ready to announce the details of authorized partner until later this year, but here are some points I made during the XChange conference:

• We have new VPs in Europe and the Americas (which encompasses the United States, Canada and Latin America). Josh Claman is the VP of channels for EMEA, and Greg Davis now serves as VP for our channel business in the Americas.


• We’ve recently hired IPED-a member of the CMP family-to help us flesh out details of our initiatives. Their channel expertise and credibility is extremely valuable to us, and we are excited about the partnership.


• We acquired SilverBack Technologies. Dan Phillips, SilverBack CEO and now a Dell director, and his team will be instrumental in helping us build a partner network and program we think will be very compelling.


• One significant component of authorized partner that is fairly far along in its development is Deal Registration. According to a Bain survey recently commissioned by Dell, it’s not surprising that about 60% of solution providers surveyed have concerns about Dell’s direct hardware business competing with their sale or resale of hardware to customers. Deal Registration will reduce this conflict and hopefully increase solution providers’ trust in Dell.


• You will see a tiered program from us. Dell is a performance-based culture, and we want to set up our partner program in much the same way.


• Finally, we are upping our marketing efforts to the channel with regional Solution Provider Direct customer briefings, investments in events like XChange, and a dedicated marketing team.

I’ll add the link to the survey to this post when it’s live. Appreciate your feedback.