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Dell EMC not hurrying distribution review

Dell EMC is looking to rationalise its distribution numbers but is not in a rush to make the decision

Dell EMC is taking a fairly relaxed approach to its distribution review with the vendor resisting the need to set a hard and fast deadline for a decision.

The vendor has started to look at the number of distributors it works with both locally and globally in light of the bringing together of the Dell and EMC channels.

The firm launched its unified partner programme this week and made it clear that some changes were coming on the distribution front: “Dell EMC plans to consolidate the list of distribution partners in the new program, and partner more closely with key global distribution partners who are placing bets on the company. Dell EMC will maintain a smaller set of local distribution partners by country.”

Michael Collins, senior vice president for Dell EMC Channel Business in EMEA, said that there was no "solid line" that it was working to over reviewing its partner numbers.

"We are on a rationalisation strategyn that includes both local and global distribution," he added "We have gone through a process with distribution and we are using those discussions...it will take some time country by country to execute against that strategy."

Dell EMC also outlined the revenue targets that resellers will need to hit to gain accreditation levels with the vendor providing two paths to success, either mainly through sales or leaning on certifications.

The vendor has split countries into two zones, with the UK being in zone one and Ireland in zone two, with differing revenue targets required.

Those on the revenue path will typically be selling fewer lines of business and as a result have less certified staff but will have to bring in $3-7m in revenue with $400k coming from services to hit gold, $15-25m with $1.6m in services to reach platinum and $35-45m with $3.2m in sevrices to meet the titanium requirements.

Path 2, which is for those that sell more across the portfolio and as a result require more certified staff at each level has lower the revenue demands but double the number of trained staff at the platnium and titanium levels.

Collins said that the revenue targets should be achievable but there was still a degree of flexibility around the levels as it would keep a close eye on the impact on partners.

"They are achievable and we have many partners that have pre-qualified into the programme," he added "We are extremely interested in driving the cross line of business opportunity."

Dell EMC is also spending an additional $150m to support partners with some of that money going into helping MDF funds increase by 8% and delivering a partner portal.

Sarah Shields, VP and GM, at Dell EMC UK&I, said that the response from partners had been very positive with feedback so far sharing their enthusiasm for the unified partner programme.

Read more on Channel Partner Programmes

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