Dell's Chief Challenges

By naming its new channel chief for the Americas, Dell finally got the ball rolling on its so-called push into the channel. But I have to say I don't envy the guy and his new job.

Ever since Michael Dell came out in May with talk of a major channel initiative, we have been waiting. There have been little dribbles of news about its channel efforts, but most VARs that already were dealing with Dell haven't heard a thing about the supposedly major changes that are either coming or are under way.

That's not to say that nothing has happened. Dell is buying managed services platform provider SilverBack and giant software reseller ASAP. Both of those announcements were met with what you would expect: more questions than Dell had answers.

LARRY HOOPER Can be reached via e-mail at lrhooper@cmp.com.

So, of course when the company named Greg Davis, president of its Canadian division, as its new channel chief, a lot of us paid attention.

And not too many people were thrilled. The fact that he is a Dell insider with no recent channel credentials sets a stage for conflict. If Dell truly intends to become a major channel player that can compete with HP or even Lenovo, Mr. Davis has his work cut out for him. First, he has to change an internal culture built on decades of experience as a channel-bashing direct-only company. Then, he needs to hire some people who know a thing or two about the channel.

Don't get me wrong. Dell knows how to put product on the street. And it has some $4 billion worth of sales through what it calls the channel. But that doesn't mean the company, or anyone inside it, knows how to build a program that attracts a nationwide group of solution providers because they can add Dell's product to their mix in a way that adds to their bottom lines and helps them serve their customers better.

That's what a major channel initiative would do. That's what I am still waiting to hear about. And I still haven't.

So, as Mr. Davis transitions from his Canadian role to that of Americas channel chief, he will be hearing from all of us here at CMP Channel, and I am sure he will be hearing from a lot of solution providers out there too. He will be hearing what he needs to do to make Dell a true channel competitor in the marketplace. Here's hoping he listens.

What should Greg Davis do to make Dell a true channel player?
Send me your thoughts at lrhooper@cmp.com.