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Anil Sethi, Vice President and General Manager, Channels India, Dell Technologies talks about the channel strategies of his organisation.
What are the main tech trends that will impact the channel partners in 2023?
Anil Sethi - With the accelerated pace of digital transformation, progress can only be made when we push relentlessly to innovate, improve and advance. Dell Technologies recently published predictions and resolutions from top leaders for what 2023 will hold, including conversations about changing ecosystems, Zero Trust architecture and the future of work.
By harnessing the transformative power of technology, businesses can build more secure digital foundation needed to be ready for what’s next. As we look ahead to 2023, Dell Technologies below are a few resolutions that organisations should commit to so as to make the most of emerging technologies in 2023.
- Managing the long-term costs of cloud and deciding nature of multicloud edge architecture
- Empower customers and partners to align their cybersecurity strategy across the datacentre, clouds and at the edge
- Determine quantum safe cryptography risks for the organisation and establish early skill sets to take advantage of quantum computing
What channel strategies do you have for 2023?
Anil Sethi - Dell Technologies’ partner programme has been rated as one of the best in the industry. With the partner feedback process we have in place, we have found that even our partners view our programme as simple, predicable and profitable. Our partner programme enables them to plan their resources better, decide on the opportunity strategy more accurately and have more controlled and, beneficial outcomes.
We are focused on keeping our programme structure and engagement with partners consistent while we continue to invest in key focus areas. We design our rules of engagement (ROE) around deal registration and to govern our internal sales team behaviour in a way that promotes customer choice while protecting the integrity of our partner programme principles. We make sure that partners are engaged and understand all the capabilities that we have. We listen to our partner’s feedback and we will continue to review our operational model to ensure we’re optimizing and simplifying our engagement with partners.
We are committed to enhancing our channel ecosystem and supporting our partners to enable maximum growth. Our goals are to be our partners’ #1 choice for today, and for years to come. To do that, we will continue listening, evolving and raising the bar on our partner programs.
How do you help the partners to grow their business?
Anil Sethi - The channel ecosystem has played a pivotal role in expanding the footprint of Dell Technologies. We are committed to grow this further by enhancing partner experience levels and building services led go-to-market strategies, aided by new incentives and distribution support. We have streamlined and enhanced the partner experience across multiple program tracks allowing solution providers, CSPs and OEM partners to enjoy one regional incentive structure, one tier structure and one set of tier requirements. The consistency across these tracks and their associated selling motions – such as reselling, hosting and embedding – enables partners to focus on positioning the best solution for their customers while earning consistent, lucrative incentives, regardless of route to market.
Partners are also leveraging next-gen solutions through our collaborations with OEMs like Microsoft, VMware, Red Hat and others. Dell Technologies is investing heavily in customer and market research for not just additional technology and features that customers want, but also identifying new and emerging ways that are used to consume technology. As-a-service is an emerging trend across the board, in fact the analysts expects technology consumption as-a-service model to grow significantly faster and we’ve launched APEX services to address the same. APEX is a new offering on the block. We already have APEX Custom Flex-on-demand that offers custom solutions for the partners to position with their customers. Our partners have both, a significant role to play in roll out of APEX and an opportunity to build significantly higher profitability in doing business. We are seeing a lot of our partners already showing interest in APEX solutions and are eager to include it in their portfolio of offerings to their customers.