My Advice For Michael Dell And Don Bulens

So what's the deal with Dell, its announced move into the channel and now its $1.4 billion buyout of storage supplier EqualLogic?

EqualLogic's iSCSI SAN product set has been sold almost exclusively through the channel, and a number of solution providers I know that sell the line have been happy with both the product and the channel-centric approach driven by CEO Don Bulens. But then along comes the big bad wolf with a big fat check that injects a dose of uncertainty.

ROBERT FALETRA Can be reached at (781) 839-1202 or via e-mail at rfaletra@cmp.com.

Michael Dell did tell CMP Channel last week that EqualLogic will be a catalyst for the company's channel program and his intention is to build on what the company has started. That sentiment was reiterated to me by Bulens. But we all know the proof is in the pudding. So here's my advice for the two CEOs.

First and foremost, be honest and admit you know that everyone in the channel is suspicious but that if they give you a shot you are going to make this work.

Second, I know Michael Dell said he is not planning to take EqualLogic's sales direct, but that needs to be clarified. Does that mean all sales, current sales or that the Dell direct machine will never sell EqualLogic's product? My bet is this product will be sold both through the "Dell indirect channel" and the Dell direct sales force. If that's the case, say so—and then explain that before the Dell direct team even gets a look at a pricing sheet there's going to be a well-defined list of rules of engagement. Those must state the channel will not be displaced from any accounts it currently is in where the Dell direct team is also engaged.

Next, get out there with some channel marketing. Companies that don't put their money where their mouth is are generally not serious or believable. And, by the way, public-relations spin isn't marketing. If Dell is truly going to use EqualLogic to help build a channel, then it has to inject channel acumen into the bloodstream of the company. That isn't going to happen without some investment in people, programs and marketing.

Do you have any other advice for these two CEOs?
Make something happen. E-mail cmp Channel Group President Robert Faletra at rfaletra@cmp.com.