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Mobility News

John Byrne On Dell’s PC, Laptop Channel Strategy

Mark Haranas

Dell Technologies North American President of Sales John Byrne talks to CRN about his sales and go-to-market strategy for Dell’s client systems business as channel partners voice their concerns.

We’ve heard under your directive that both direct reps and channel reps at Dell are moving to a client direct-first model, rather than a partner-led model. Is that true?

Here’s our channel strategy for client systems: We want both routes of market to grow—both direct and channel. When I look at the performance with that strategy and we talk about how do we enforce it— just look at our channel orders in the first half, significant double-digit growth. Look at our PC channel orders, which grew over 44 percent.

Look, I have a big [team of] core sellers, I have a wonderful channel ecosystem, and therefore, we have a design within our program which is deal registration. And we want our partners to engage with our core sellers on opportunities, ideally across a full portfolio. But as this is a PC discussion, we want them to get that deal registration. When partners have [deal registration], I expect my team to honor that deal registration. For our deal registrations, not only was the business up double digits, client was up even faster. Our deal registration was up 8 percent year over year.

But I also want to be very clear, what I have made abundantly clear to my core sellers is: Understand the rules of engagement. If you break those, bad things will happen to you. I stood on stage [in 2017] when I said, ‘Look, if you break our rules of engagement, I’m going to assume because we’re a wonderful organization, you just made a mistake. I will not pay you for that mistake. However, should I find that you’ve done your training, you’ve broken a rule of engagement, and [then you break] it again—you won’t be here.’

If you think about our client [market share], we took another in excess of 300 basis points of share last quarter. We’re now at 37 percent of the market. There’s 63 percent I want to go after.

 
Mark Haranas

Mark Haranas is an assistant news editor and longtime journalist now covering cloud, multicloud, software, SaaS and channel partners at CRN. He speaks with world-renown CEOs and IT experts as well as covering breaking news and live events while also managing several CRN reporters. He can be reached at mharanas@thechannelcompany.com.

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