Dell shakes up PartnerDirect programme with tougher requirements at top tier

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UK partners need to reach $1.5 million sales or risk losing Premier status

Dell is set to shake up its PartnerDirect programme with new criteria for its top level Premier Partner level.

As of 6 June 2012, partners in the UK, Germany, France and the Netherlands will need to hit $1.5 million of enterprise sales in order to gain Premier partner status.  Those in other areas of Europe will be required to rake in $750,000, during the four prior quarters.

Dell says that it has been listening to feedback from its partners about changes to the PartnerDirect programme following substantial partner growth in both the Premier and Preferred tiers.  The two levels were added to the partner programme in May 2011.   Dell recently told ChannelBiz UK that it is looking to continue to expand its partner base, particularly in the storage market.

This means that Dell is raising the bar for its top level partners.  Partners who have been given Premier status prior to June 6 this year will be guaranteed to remain in the tier until January 31 2013, however those not complying with the new requirements will risk being shunted down to the next tier.

“The adjustment of our Premier Partner tier is designed to keep this top level as an exclusive group of those who have demonstrated the highest level of commitment and capability to Dell,” said Kathy Schneider, executive director for channel marketing and programs in Europe.

“This forms part of our continuous evolution of the PartnerDirect programme and is based on partner feedback.

“The Premier tier recognises excellence and expertise, and Partners who wish to stay in the Premier tier have over six months notice of the change in thresholds so we hope as many of them as possible will continue to be Premier Partners,” Schneider said.

The complete requirements for Premier partner status also include; two or more PartnerDirect certifications, one Dell Solutions training course completed, and a PartnerDirect Premier Partner logo on the partner’s site.


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