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HPE, Pure Storage, NetApp Can’t Beat PowerStore: Dell SVP

Dell Technologies channel chief Scott Millard talks to CRN about why storage competitors like Hewlett Packard Enterprise, Huawei, Pure Storage and NetApp can’t compete with Dell’s new PowerStore all-flash storage array.

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Talk about Dell now increasing partner margins to 20% when selling PowerStore?

We are now targeting an average margin for our partners at 20 points with PowerStore. It’s really just part of the continued evolution of the Dell Technologies Partner Program. The tenants are simple, predictable and profitable. This really lands in the predictable and profitable tenants. Through a couple different levers, we are providing a deeper discount to a deal registered partner. What that means is it’s a greater halo for the deal registered partner between a non-deal registered partner or a Dell direct deal. This should enable them to make that 20 points of margin on average.

Is that 20% in upfront or backend incentives?

It’s a combination of point of sale margin or upfront margin at the time of transaction, and their backend rebates. So it’s a total average margin of 20-points.


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