Dell adds more incentives and rebates in partner program update

Dell Technologies has updated its partner program featuring enhanced incentives and rebates. 

Titanium partners will now receive a new two per cent Storage+ growth incentive when they meet quarterly targets. This follows on from Dell’s recent investment in its Client PC business which offered an incremental 1.5 per cent Client growth incentive for Titanium partners when they meet their quarterly Client PC unit target. 

Metal tier partners will also be rewarded with an incremental four per cent Complete Select acquisition rebate when they win new business with Dell storage, data protection or Client+. The rebate is eligible for large, underpenetrated accounts, adding previously ineligible end users to acquisition rebate eligibility.

Dell also plans to launch Incentive Simulator, enabling partners to calculate their prospective deal incentives and profit potential in the Incentives Centre.

According to Dell senior director and general manager of channel sales A/NZ Shant Soghomonian the incremental changes to the program aim to help partners capture market opportunities. 

“The Windows 10 refresh is a huge focus, and customers are continuing to invest in modernising and refreshing their on-premises and private cloud environments. That gives us the opportunity to drive acquisition campaigns into those accounts,” he said. 

“Both of those opportunities play strongly from a partner perspective, because customers need partners to help with migration of those devices and the ongoing building and running of managed services, private cloud or on-premises data centre infrastructures, are an increasing requirement from customers.”

Soghomonian said it will continue to focus on three key pillars: to grow and modernise its core business; build new market opportunities for partners; strengthen collaboration and streamline partner experience. 

“We’re making sure the partner experience when engaging with Dell is as flawless as possible,” he said. 

Dell has also commenced its financial year in February, with Soghomonian hinting “we’ve continued to see success with our partners and distributors year-on-year.”

Another key focus for Dell was in helping partners build AI offerings, which it has been doing for the past 12 months. One example was Datacom’s AI Sandpit.

“We’re looking at continuing to improve and enhance our training and enablement around artificial intelligence to make sure our partners are able to adopt the platforms and build use cases for customers.”

In APJ (excluding China), partners contributed approximately 50 percent of net revenue over the past four quarters.

According to Canalys, the global addressable technology market is projected to reach over US$5 trillion in 2025 and expects more than 70 per cent of this to be partner-delivered with AI marked as a key driver of this growth.

In the 2025 Partner Program, Dell is doubling down on its base incentive for AI networking with a 3X multiplier on the Dell PowerSwitch Z-series. It also updated its data science and AI training competency and Dell Asset Recovery Services will help partners plan for the PC refresh by responsibly retiring legacy IT assets. To help assist partners with increased metal tier services revenue thresholds, Dell is retaining a 3X services tier revenue accelerator for all storage-attached services. 

Partners selling Storage+ with services and storage-based Dell APEX subscriptions are best positioned to take advantage of this accelerator for next year’s metal tiering. 

The program also offers tools and resources such as an energy efficiency calculator, messaging resources, an RFP portal tool, on-demand  training and product carbon footprint reporting; this is on top of the refreshed sustainability competency, launched last year.

Dell also plans to continue enhancing tools, policies and processes available to partners such as the Partner First Strategy for Storage. With a 5X increase in Partner of Record storage accounts since launch, Partner First is fostering collaboration between Dell sellers and partners, and it is also driving consistency in seller compensation for its Client business.

In-tool intelligence showcases partner capabilities based on past customer account engagements, partner of record status and competency completions, making it easier for sales reps to identify partners to collaborate with.

Also on offer is competitively priced storage, client and server pre-configured bundles for faster quoting and expedited time to market.