Growth Starts Here: Dell's Commitment To Partner Success

The channel is entering a new phase of growth driven by AI, cyber resilience and infrastructure modernization. But for many solution providers, capitalizing on those opportunities depends on more than technology. It requires predictable partner programs, streamlined engagement models and incentives that reward strategic growth. Dell Technologies is aiming to address those priorities through a redesigned partner program focused on clarity, simplicity and stronger alignment with partner success.

CRNtv’s Kena Johnson spoke with Darren Sullivan, SVP of global partner revenue operations at Dell Technologies, about what the company’s reimagined partner program means for solution providers, how Dell is reducing complexity and where partners should focus to maximize growth opportunities.

Kena Johnson: What does the reimagined program tell partners about where Dell stands on its commitment to partners?

Darren Sullivan: Partners are central to Dell's growth strategy, integral to our overall go to market. And the message we're sending to partners is that the opportunity ahead of us—especially in AI, cyber resilience, modern infrastructure—these opportunities are way too big to capture without a strong partner ecosystem.

The program that we put in place puts more focus, investment and clarity behind where partners can lead and how Dell and partners can grow together. The bottom line is, you know, we're making a long-term commitment to partners in reinforcing that their core to how the company goes to market and helps customers move faster.

Kena: Partners often want less complexity and clearer expectations. How does this program address that?

Darren: I talk to partners all the time and we've heard clearly that ease of doing business is a top priority for them. We're addressing that objective in two ways. On the partner program side, we're simplifying our incentives into clearer structures like focus accounts and focus products. And then on the experience side, as a company, we're rolling out a new partner experience that improves deal registration, coding and buying intelligence and collaboration that really is an end-to-end reimagination of how partners work with us. The goal is less touch in the process, faster responses and a more seamless end-to-end journey so partners can spend less time navigating process and more time driving customer outcomes.

Kena: Once that experience is simpler, incentives become a big part of the conversation. What should partners know about the new program and what should they pay most attention to?

Darren: The biggest change is that the program is becoming more focused and more intentional. We've split base rebates into core and focus rates with higher reward potential tied to priority growth areas. The focus areas include things like Dell Private Cloud, Dell Automation Platform, cyber resilience, PowerStore, PowerSwitch Z-Series, networking and premium client products. That's on the product side. And then partners also need to make sure they're paying close attention to how we've identified focus accounts, which reward not just net new logos, but expansion across more lines of business and targeted accounts. The takeaway is that partners should follow the focus areas, both on a product and account perspective, because that's where we're aligning growth, investment and upside.

Kena: Looking at all of these changes, what would you say to partners who are still on the fence on whether to go deeper with Dell?

Darren: I would tell them not to stay on the fence. This is a moment to go deeper with Dell. Customers are looking for fewer, more strategic partners who can guide them through AI adoption, infrastructure modernization and cyber resilience. And we're aligning the program to support exactly that kind of partner with clearer incentives, more recognition for influence and a better overall experience. The big message is that Dell is building for partners who want to lead, expand their role and grow in the market's biggest opportunities.

Learn more about the Dell Technologies reimagined partner program.