Dell Pumps $125 Million into Channel Program Enhancement, Incentives


Dell said it will pump $125 million into its Partner Direct channel program to enhance its offerings and sweeten incentives for partners in 2015.

The vendor said not only do channel partners now account for some 40 percent of its overall revenue, but its channel business is posting double-digit growth in 10 of Dell’s top 11 countries on a year-over-year basis. In addition, Dell said its distributors recorded more than 50 percent growth selling the vendor’s products in 2014.

New funding directed at Dell’s partner program will cover program additions such as a storage accelerator incentive, Windows Server migration campaign, growth accelerators for client and enterprise solutions, a doubling of demo equipment and lead generation resources, new training and enablement offerings and extended financing terms.

In addition, Dell said it will invest “tens of millions of dollars” to upgrade its IT systems and provide additional tools for lead management, deal registration, training and certification, navigation and mobility.

And, the vendor said it will improve its online and offline partner ordering systems, including lowering cycle times for deal registration approvals, quotes and orders, adding business-to-business capabilities, and automating rebates, market development funds management and incentive payments.

“It’s clear Dell’s channel business has been on fire the past 12 months and partners are winning new business and growing revenues with Dell faster than ever before,” said Marius Haas, Enterprise Solutions president and chief commercial officer.

“Today we’re building on the programs we delivered last year with new initiatives that will help partners dramatically increase their Dell revenue and win more new business,” he said. “The new programs, investments and financing we’re launching today, in excess of $125 million, demonstrate we’re doubling down on our commitments to the channel, which is top priority for growth.”

Dell said it expects to implement the PartnerDirect program upgrades and incentives in North America starting Feb. 1, 2015, and phase in the changes  to partners in other geographic regions over time.

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