Dell is finally getting round to marketing reseller partners, albeit only those in the top echelon, more than two years after formalising its engagement with the channel.
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The one-time direct selling purist plans to roll out a partner locator tool for customers on its website this quarter to make it easier to identify dealers that hold the Certified accreditation.
There are currently 313 Certified partners across the region with another 180 waiting in the pipeline and Kathy Schneider, Dell EMEA channel marketing and programmes director, said it was working with partners to get them set up on the system.
"Externally, this is one of the first steps to making partners visible to the customers," she told MicroScope. "We are starting with the Certified partners as its part of the value proposition for them."
In the past, Dell's marketing prowess was the envy of the channel but it has taken some time to get to grips with promoting partners to prospective customers.
Schneider said this was not a strategic commercial decision but "has a lot to do with technical designs and the back-end."
On the surface at least, the Find A Partner tool should be a glowing recommendation of Certified resellers' skills but a big worry for one was that it would make it easier to call up a bunch of partners to get the best quote.
"At the moment we only have to compete with Dell direct to compete," he said.
In another development, Dell is also making two Solutions Innovation centres in Ireland and Germany available to reseller to use remotely or on premise.
"From July we are making this facility available to all of our Certified partners, this is an enormous step in demonstrating our commitment to partners as up to now it has only been available for the Dell sales community," said Schneider.