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April 2022

Why keeping it simple is a channel challenge

Dell Technologies recently unveiled changes to its channel programme that were designed to provide a “streamlined experience” to partners, whether they were solution providers, cloud service providers, original equipment manufacturer (OEM) partners, or a combination of those categories. The vendor’s global channel chief, Rola Dagher, said there would be “one incentive structure with consistent rebate rates across regions, and one set of requirements across solution providers, CSPs [cloud service providers] and OEMs”. The programme seems to be adhering to the KISS (keep it simple, stupid) principle – but making something simple may not be as easy as it first appears. As Francis O’Haire, group technical director at distributor DataSolutions, points out: “Creating a ‘one-size-fits-all’ programme could put some types of partner at a disadvantage or fail to reward partner commitment and loyalty.” O’Haire argues that the best schemes “reward partners for helping the vendor achieve its strategic goals as well as its revenue goals”. ...

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