Dell announces channel program enhancements, creates new partner tiers

Dell recently made enhancements to its partner program by offering channel incentives and additional program tiers, as well as offering an increased level of marketing support. The improvements, which went into effect at the beginning of May, also restructured the program to provide more rewards for training and certification, such as rebates and expanded deal registration.

Two new tiers for premier partners and preferred partners were set up to categorize partners based on their level of training and commitment. Dell's enterprise architecture certification was split into storage and servers subdivisions, and the other three – networking and security, systems management and managed services – were not updated. The certifications recognize partners for their investments in key solution areas.

"These improved benefits are based on input we have received directly from our partner community," said Greg Davis, vice president and general manager of Dell Global Commercial Channels. "For those partners who are investing in Dell, we are enhancing incentives and benefits to better position them for success, and we are able to do that thanks to the success our partners have enabled PartnerDirect to achieve."

The premier partner designation is awarded to channel partners who demonstrate a high level of commitment, have earned at least two Dell certifications and meet a minimum threshold of annual revenue. Resellers who attain this level are privy to rebates on qualified products, 180-day enhanced deal registration, unlimited concurrent deal registration, access to leads generated by the company, priority access to the company's resource desk and access to the Dell Product Incentive Program, which provides financial incentives for Dell products and solutions.

Preferred partners – previously known as Dell certified partners – earn at least one Dell certification and attain a minimum annual revenue threshold. Channel partners who are awarded this designation will receive new benefits such as 120-day enhanced deal registration terms that include extended deal registration for storage products, as well as access to leads generated by the company.

Benefits for resellers that belong to the Dell registered partners classification will remain the same.

Dell launched the PartnerDirect program in 2007 in order to reach new customers and increase partners' revenue.