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Dell’s Bill Scannell: Our Channel Strategy Hasn’t Changed

Dell Technologies President of Global Sales Bill Scannell told CRN there has been no change in the company’s channel strategy and that conflicts between partners and its direct sales team are few and far between

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Dell’s Longtime Sales Leader Bill Scannell On The Record

Dell Technologies President of Global Sales Bill Scannell said there has been no changes to the company’s go-to-market strategy this year and that conflicts—Dell’s direct salesforce taking existing partner accounts direct or improperly causing partners to be denied deal registration—are far and few between.

“Is it happening? I believe it’s happening. I don’t think these folks are lying to you. I’m sure there are isolated examples. We do hundreds of thousands of transactions a quarter. So are there some outliers where it didn’t go the way was supposed to? I’m sure there are. Bring it to me. Bring it to our channel organization. Let us address it,” said Scannell, a 35-year Dell EMC veteran who took over the combined Dell, EMC and channel sales organization in 2019. “We have disciplinary actions in place as part of the rules of engagement that will let the sales teams know that that’s not the way we’re going to do business. It’s not acceptable. It’s not part of our culture at Dell, and we won’t tolerate it. But I’m sure they’re outliers. If it was the way we operated consistently, the channel would not have grown 34 percent last quarter.”

Multiple high-level Dell solution providers told CRN that Dell’s direct salesforce is now not only competing heavily against them for Client Solutions Group (CSG) deals and opportunities, as reported by CRN in September, but for Dell storage, server, hyperconverged infrastructure and networking deals as well.

Scannell, however, said there’s been no direct or channel sales strategy change in 2021, with strong revenue growth for both the channel and Dell direct.

“Let me let me start off by saying, our strategy hasn’t changed. There have been a lot of questions around, ‘Have we changed our strategy?’ Our strategy is to grow faster than the market and through all routes to market—whether it’s directly with our customers, or through our partners, or through our alliance partners,” said Scannell. “That’s across the entire portfolio.”

In an interview with CRN, Scannell answered questions on Dell’s go-to-market strategy including rules and regulations for partner deal registration, compensation plans, channel rebates and the Dell Apex as-a-service offerings.

“I always say, ‘If you’re walking down the street, you see a bag of money, what do you do? You pick it up.’ There’s a bag of money out there for Dell and our sellers, and for our channel partners to go and get and to win,” said Scannell. “We’re winning in the market. We’re growing our share. We’re exceeding our customers’ expectations. And quite frankly, generally speaking, 99 percent of our channel partners will say they’re winning with Dell, and they love working with Dell. It’s always that one percent, and I recognize that that’s part of life.”

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