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Channel Perspectives: The Best Partner Programs Keep It Simple

Find out how Dell EMC's partner program aims to be simple, predictable and profitable.

Dell EMC is going to the source, basing its revamped partner program on responses from solution providers themselves.

“The simpler it is to engage, the better off we all are,” says Joyce Mullen, president of global channel, OEM and IoT solutions at Dell EMC. “We have committed to drive significant improvements in how fast we register deals accurately, turn around quotes and how effectively and accurately we pay rebates.”


Dell EMC has also:

1. Sliced required approvals for discount prices in half.

2. Used machine learning to de-dupe registered deals, given Dell EMC sellers’ greater financial incentives to work with partners.

3. Simplified its overall marketing message.


“It’s a complicated world out there,” says Maureen Gaumer, senior director of North America channel marketing at Dell EMC. “We have a very broad portfolio, and sometimes that feels overwhelming to people. Everything we’re doing is about making it simpler and easier for partners to tell that story, so their customers can understand it.”

Mullen says, “Our partners look to us to live up to the promise of being simple, predictable and profitable. And, we strive to do that every single day.”

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