Dell spreads the flavour with PartnerDirect overhaul

Dell has revamped it PartnerDirect programme, including a new loyalty programme for all partners working with Dell distributors, modifications to its EMEA rebate structure and additional incentives for new business.

“All of these updates have been created to help partners, irrespective of level, grow their businesses with Dell,” claimed the vendor which is on its way to completing the acquisition of EMC.

Following the changes registered partners working with distributors will, for the first time, be able to access incentives, competency training courses, rewards and customer support, all of which were previously only open for resellers working directly with Dell.

Additional benefits include a loyalty programme which incentivises resellers for their purchases by awarding marks, which can be exchanged for e-vouchers against future Dell orders or co-branded marketing materials.

Dell is also offering partners an incentive of up to 15 percent for identifying and securing partners that haven’t previously worked with Dell.

This Autumn, Dell is hosting a number of dedicated regional partner events including the UK Solutions Conference on 6 October in London. During the event, the winners of the Dell Partner of the year awards will be announced.

Michael Collins, vice president, strategy and channel, Dell EMEA, said: “It’s important to us that we encourage and support our partners to help them grow their businesses – and that means offering the same benefits to all of our partners regardless of how they work with us.”

Margaret Adam, an analyst at IDC, said: “This announcement of expanding incentives to new channels via its distribution partners will not only be welcomed by the channel but also by its distribution partners, who now have a stronger proposition to bring new partners into the Dell stable.”

@AntonySavvas