A total of 21 per cent of partners were promoted to titanium status within Dell EMC during the past 12 months, as the vendor skills up a channel business now worth more than Nike.
In reaching the US$43 billion mark, the tech giant’s indirect business surpasses the revenue of the world’s leading sports designer, in addition to Starbucks, McDonald’s and Time Warner.
Central to such growth has been channel enablement, with 150 authorised resellers promoted to metal tier within the last year, spanning gold, platinum and titanium statuses, in addition to titanium black for a select group of global partners.
“Our imperative this year is to make it easier for partners to do business with Dell EMC,” said Tian Beng Ng, senior vice president and general manager of channels APJ at Dell EMC.
“We want to allow partners the ability to deliver transformational solutions to customers, while leveraging the capabilities of emerging technologies.”
In addressing 1700 attendees during Ingram Micro One APAC in Singapore, Tian Beng said 60 per cent of metal tier partners grew 40 per cent year-on-year, leveraging a portfolio which includes notebooks, desktops, server, storage, networking and peripherals.
Within such growth, 70 per cent of partners “made more money” than last year through Dell EMC.
“We will have the right strategy and the right commitment,” Tian Beng added. “We’re confident that we’re able to realise transformation together with the channel.”
The channel drive comes as Dell EMC rolls out a fresh round of partner incentives in markets experiencing growth.
Forming part of aggressive indirect plans both locally and globally, the vendor is actively rewarding competitive take-outs, heavily compensating individual sellers and driving business growth across multiple business lines.
The goal is to create an ecosystem of partners turning over US$50 billion globally, emphasising rapid growth from US$35 billion figures posted only 14 months ago.
Driven by partner program refinements, Dell EMC is tabling a new strategy for the channel which on the one hand, emphasises a shift in thinking for the vendor, but also recognises the successes of past endeavours.
Channel changes also align with key priorities for the vendor during 2018, which centre around growing partner capabilities across the region.
“We’re making sure our partners are completely enabled and bringing in net-new accounts,” said Tian Beng, when speaking to Channel Asia in April.
“We are also doing a huge push in the storage market for 2018, including new robust storage compensation incentives for solution providers.”
To capitalise on such potential, Dell EMC aims to enable partners through a revamped Partner AdvantEdge Incentives offering, backed up by the expansion of the Future-Proof Storage Loyalty Program.