Accelerate growth, collaboration through Partner First Strategy for Storage

Doug Woolley, Vice-President: Sales Southern Africa and Director, Dell Technologies South Africa.

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As the company enters its new fiscal year, I’m incredibly proud of Dell’s partner ecosystem. Together, we’ve built one of the largest go-to-market engines in the industry, with partners contributing approximately 50% of Dell's net revenue (1) – an extraordinary achievement.

Creating exceptional outcomes is only possible through strong partnerships. Dell is excited to announce the 2025 Dell Technologies Partner Programme, which delivers a predictable engagement model and is designed to drive profitable, sustainable growth for its partners.

Dell is committed to helping partners expand their business with powerful new incentives, a focus on collaboration and a consistent tier structure.

• Enhanced growth incentives: Titanium partners will receive a new 2% Storage+ growth incentive when they meet quarterly targets. Dell recently introduced one of the largest investments it's ever made in its Dell Partner Client PC business with an incremental 1.5% Client growth incentive for Titanium partners when they meet their quarterly client PC unit target. With these incentives, we’ll grow and win together.
• PC refresh: Dell's newly unveiled AI PC portfolio will enable partners to capitalise on the upcoming PC refresh cycle. The Client growth incentive, increased Client+ base rate eligibility and recognition of consumer products towards base rate eligibility will help partners meet customer demand.
• Compete Select rebate: Dell will reward all metal tier partners with an incremental 4% Compete Select acquisition rebate when they win new business with Dell storage, data protection or Client+. The rebate is eligible for large, under-penetrated accounts, adding previously ineligible end-users to acquisition rebate eligibility.

Canalys projects the global addressable technology market will reach over $5 trillion in 2025 and expects more than 70% to be partner-delivered. AI will be a key driver of this growth, and Dell is investing in tools and resources to help its partners accelerate enterprise AI adoption.

Dell is embedding AI in its solutions to make them more intelligent, enabling customers to run AI workloads on its products, supported by its services offerings. Dell is giving partners access to AI-enabled architecture like the Dell AI Factory to help them build AI capabilities on its industry-leading portfolio. The company is co-engineering an open AI ecosystem with strategic partners so deployments are repeatable, scalable and drive time to value.

Dell's 2025 programme helps partners capture opportunities in several key areas:

• AI Networking multiplier: Dell has a joint opportunity with infrastructure that supports AI solutions including data management, power and cooling and networking. Dell is doubling down on its base incentive for AI Networking with a 3X multiplier on its Dell PowerSwitch Z-series.
• Competency: Dell updated its Data Science & AI training competency to enable partners on its offerings across Dell AI Factory and on positioning Dell products for AI.
• Dell services: Dell Asset Recovery Services will help partners plan for the PC refresh by securely and responsibly retiring legacy IT assets to drive environmental impact. To help assist partners with increased metal tier services revenue thresholds, the company is retaining a 3X services tier revenue accelerator for all storage-attached services. Partners selling Storage+ with services and storage-based Dell APEX subscriptions are best positioned to take advantage of this accelerator for next year’s metal tiering.
• Commitment to powering progress together and driving efficiencies: Dell's initiative equips partners with essential tools and resources to support their journey and fulfil requirements. Dell offers an energy efficiency calculator, messaging resources, an RFP portal tool, on-demand training and Product Carbon Footprint reporting. It has also refreshed its Sustainability Competency, launched last year, to help partners engage in valuable efficiency conversations with their customers.

Dell listened to its partners’ feedback and continues to enhance its tools, policies and processes to make it easier for partners to do business and engage with Dell.

• Accelerate growth and collaboration through Partner First Strategy for Storage: The introduction of the Compete Select rebate builds on Partner First Strategy for Storage’s commitment to collaboration by making 99% of customers and prospective customers ‘partner first’ for storage. With a 5X increase in Partner of Record storage accounts since launch, Partner First is fostering collaboration between Dell sellers and partners, helping to unlock new revenue streams and drive storage outcomes. Dell is also driving consistency in Dell seller compensation for its Client business, to be agnostic of route to market and to facilitate collaboration.
• Integrated technology: In-tool intelligence showcases partner capabilities based on past customer account engagements, partner of record status and competency completions, making it easier for sales reps to identify partners to collaborate with.
• Accelerate time to quote: Leverage competitively priced storage, client and server preconfigured bundles for faster quoting and expedited time to market.
• Empowering business decisions: Early this year, Dell will launch Incentive Simulator, enabling partners to calculate their prospective deal incentives and profit potential in the Incentives Centre.

With predictable engagement and tailored rewards, Dell is committed to its partners’ success. There has never been a better time to partner with Dell. The future is bright and when we work together, we win together. Here’s to another year of partnership, growth and shared achievements.

For more details on specific programme investments and enhancements, click here.

(1) Calculated from Q4 FY24 to Q3 FY25