Dell out to crack business market

DELL hopes the launch of its long-awaited PartnerDirect channel program will help it finally crack the small to medium-sized business market that has previously proven elusive for the vendor.
Dell made its mark in aggressive direct sales and the partner program overturns fundamental Dell philosophy.The program is being headed here by Dell director of channel strategy and acquisition Rob Makin and director of channel sales David Connellan.

But despite launching the scheme today, Dell declined to name its inaugural partners or how many it would be targeting other than to say there will be fewer than six top-tier partners.

Mr Connellan did say, however, that the vendor would be targeting partners that specialise in the SMB space.

“The SMB space is a vast untapped market for Dell Computers so we will be looking for the appropriate number of partners to go to market far more elegantly than we have been able to with our direct model in the past,” he said.

PartnerDirect will be run as a single-tier channel program to allow potential partners direct contact with the PC vendor, Mr Makin said.

The program will be split into two categories – Registered Partner and Certified Partner – to cater to the different levels of investment potential partners wish to make in Dell.

“It’s a level of investment that they are required to make regarding training, industry certifications, number of staff, executing joint business plans and joint mutual investment,” Mr Makin said.

“Our entry-level program will be for Registered Partners, while being a Certified Partner is for those who want to invest in Dell and for Dell to invest in them to grow.”

Registered partners will receive training and support for Dell technology, as well as Dell partner logo usage, and access to Dell’s partner website for online ordering, marketing materials and financing options.

Certified partners will receive the same benefits as Registered Partners but will also have access to demonstration units, field-based account management, and event and technical support.

“We’ll be very selective in terms of the certification process. There will only be a handful of Certified Partners in the coming months,” Mr Connellan said.

The good news for potential partners is that Dell will not be imposing any sales targets.

“We will not be tying partners into targets. We want to prove that partnering with Dell makes a whole lot of sense,” Mr Connellan said.

Partners will also have the option to sell made-to-order stock via Dell’s website, eliminating the need to carry inventory, Mr Connellan said.

Previously, Dell operated on a direct model, selling its products mainly through the internet. It signalled its intention to expand its sales through the channel when it announced Officeworks as its first retail partner in Australia in May.

australianit.news.com.au