Global giant Dell recently announced details on its 2025 Partner Program, which rewards partners for growing and winning new business, assists in accelerating the adoption of AI, and increases the predictability of engagement and collaboration.
According to the company, Dell’s partner ecosystem has helped build one of the largest go-to-market engines in the industry, with partners contributing approximately 50 percent of their net revenue.
2025 partner program adjusts to market demands and profit goals
The 2025 Dell Technologies Partner Program will deliver predictable engagement and is designed to drive profitable, sustainable growth for Dell partners.
“In the past year, which marked significant advancements in AI intelligence, Dell Technologies has supplied a diverse range of products to the information intelligence market. When it comes to CSG products, GPU AI servers, and high-performance storage systems, Dell Technologies has outpaced other brands, successfully securing market share in the highly competitive landscape,” said Gordon Wu, the general manager of Lealea Technology Co., Ltd. “We occupy a leading position in the information market, offering high-end technology and intellectual capital through our products, driving revenue and profits for our partners, and earning the trust and support of end-customers.”
Among the key updates include the following commitments:
- Driving AI growth with a new 3X AI Networking base rebate multiplier on PowerSwitch Z-series, an updated Data Sciences and AI competency, and access to AI-enabled architecture like the Dell AI Factory will help partners build their AI practices.
- Capturing the PC refresh opportunity via Dell’s new AI PC portfolio, bolstered by a 1.5 percent Client growth incentive for Titanium partners when they meet their quarterly Client PC unit target and increased Client+ base rate eligibility.
- Titanium partners will receive a new two percent Storage+ growth incentive when they meet quarterly targets and Dell is introducing a 3X services tier revenue accelerator for all storage-attached services. An incremental four percent Complete Select rebate rewards partners when they win new business with Dell storage, data protection or Client+. These incentives will build upon Dell’s Partner First Strategy for Storage, which makes 99 percent of customers and prospective customers “partners first” for storage, and fosters further collaboration for Dell sellers and partners.
“At Arrow, trust is the foundation of our collaboration with Dell. Together, we leverage our combined expertise to deliver innovative solutions that meet the evolving needs of our customers,” said Salesh Rampersad, the Arrow Intelligent Solutions global president at Arrow Electronics. “This mutual trust, alongside Dell’s leadership in technology and Arrow’s commitment to excellence, has enabled us to drive success on behalf of our collective customers.”
Core business growth and modernization
Through its partner program, Dell will be assisting partner organizations with expanding their businesses via new incentives, collaboration, and a consistent tier structure.
Titanium-level partners will receive a new two percent Storage+ growth incentive when quarterly targets are met. Dell is introducing new incentives for Titanium partners, recently introducing an incremental 1.5 percent Client growth incentive when their quarterly Client PC unit targets are met.
Dell’s new AI PC portfolio will also enable partners to capitalize 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 meet customer demand.
Lastly, Dell will be rewarding all metal-tier partners with an incremental four percent Complete Select acquisition rebate when they win new business with Dell storage, data protection, or Client+. Large, underpenetrated accounts will be eligible for the rebate, which will add previously ineligible end users to acquisition rebate eligibility.
“As a Titanium partner, our collaboration with Dell has spanned over 20 years. We work together to provide customers with excellent products, innovative solutions, and efficient services, jointly fulfilling Dell’s strategic commitment of ‘In China, For China,’” said Yao Hai, the vice president, of ECData Information Technology Co, Ltd. “The Partner First program, launched by Dell, protects the investments of partners, enhances partners’ confidence in making continued investments, and underscores Dell’s commitment to its partners. We will continue to move forward hand-in-hand with Dell, as always, developing more innovative and dynamic solutions, and achieving success for both our customers and ourselves.”
New opportunities with AI
Dell is giving partners access to AI-enabled architecture, such as the Dell AI Factory, to help partners build AI capabilities on Dell’s portfolio. They’re also co-engineering an open AI ecosystem with strategic partners so deployments are repeatable, scalable, and drive time-to-value.
The 2025 Partner Program will help partners capitalize on AI in key areas, including:
- AI Networking Multiplier: This joint opportunity with infrastructure that supports AI solutions, including data management, power and cooling, and networking will be available to partners. Dell is also doubling down on the base incentive for AI Networking with a 3X multiplier on their Dell PowerSwitch Z-series.
- Competency: Dell has updated their Data Science & AI training competency to enable partners on their offerings across the Dell AI Factory and to position 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. Dell is also retaining a 3X services tier revenue accelerator for all storage-attached services to assist partners with increased metal tier services revenue thresholds. 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 will equip partners with tools and resources to support their journey and fulfill requirements. They are offering an energy efficiency calculator, messaging resources, an RFP portal tool, on-demand training, and Product Carbon Footprint reporting. Further, Dell has refreshed its Sustainability Competency, which it launched last year, to help partners engage in valuable efficiency conversations with their customers.
“The Dell Technologies Partner Program’s focus on sustainability is important to us, given our shared commitment to being leaders in responsible IT,” said Wendy Coticchia, the SVP and Head of Compliance, the Americas & APAC, for Computacenter. “The program provides us with multiple avenues for collaboration with Dell as well as the tools and resources to lead informed conversations with our customers. Together with Dell’s refreshed Sustainability Competency and new quarterly regional partner sales workshops, we are helping our customers meet their environmental goals.”
Boosting the partner experience
Overall, the updates to the 2025 partner program were the result of Dell taking partner feedback and determining where to enhance their tools, policies, and processes to make it easier for Dell to do business with their partners and vice versa.
Part of improving the partner experience includes accelerating growth and boosting collaboration through the Partner First Strategy for Storage. The introduction of the Complete Select rebate will build upon the Partner First Strategy for Storage’s collaboration commitment by making 99 percent of customers and prospective customers “partner first” for storage.
Partner First is part of the collaboration effort between Dell sellers and partners, helping unlock new revenue streams and drive storage outcomes. Additionally, Dell is looking to drive more consistency in Dell seller compensation for their client business to be agnostic of route-to-market and to facilitate collaboration.
Through in-tool intelligence, partners will be able to showcase their capabilities based on past customer account engagements, partner of record status, and competency completions to make it easier for sales reps to identify partners with which to collaborate.
Another way of improving the partner experience for Dell will be accelerating the time to quote and expediting time-to-market with client and server pre-configured bundles.
Lastly, Dell launched the Incentive Simulator earlier this year, enabling partners to calculate prospective deal incentives and profit potential in the Incentives Center.
“Dell gets it– predictability is key to a successful partnership,” said Nicholas Voth, the global leader, of channel and alliances GTM at DXC Technology. “Their open communication and collaborative planning processes create an environment where partners feel valued, heard, and empowered to contribute to our collective success.”
Organizations throughout the channel are making improvements to help their partners grow. Read more about how Sophos is empowering MSPs with flexible security solutions.