Dell Technologies Unveils 2025 Partner Program with Focus on AI, Growth, and Collaboration

Dell Technologies Partner Program 2025 Drives Greater Collaboration and Growth

Dell Technologies (NYSE: DELL) announced the 2025 Dell Technologies Partner Program today, delivering a simplified structure focused on accelerating growth and collaboration across critical technologies across Storage, Client, Networking and AI. "At Dell Technologies, winning together is our north star - we believe that creating exceptional outcomes is only possible through strong partnerships across our ecosystem," shared Manish Gupta, Vice President and Regional Partner Ecosystem Leader, Asia Pacific Japan & Greater China, Dell Technologies. "Our 2025 Partner Program is poised to accelerate innovation throughout our shared ecosystem, allowing us to address the largest opportunities in the technology industry today and unlock growth in the AI era." Growth and Modernization of Core Business Partners contributed approximately 50% of net revenue in Asia Pacific & Japan (excluding Greater China) over the past four quarters[1], and are instrumental to the joint success and leadership as one of the industry's largest go-to-market engines. The 2025 Dell Technologies Partner Program continues to deliver further profitability, with valuable benefits and rewards in key areas: 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 ever made in its partner Client PC business with an incremental 1.5% Client growth incentive for Titanium partners when they meet their quarterly Client PC unit target.PC refresh: Dell's newly unveiled AI PC portfolio will 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 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, underpenetrated accounts, adding previously ineligible end users to acquisition rebate eligibility. New Market Opportunities According to Canalys, the global addressable technology market is projected to reach over $5 trillion in 2025 and expects more than 70% to be partner-delivered. AI will be a key driver of this growth, necessitating the investment in tools and resources to help partners accelerate enterprise AI adoption. The new program will enable partners with access to AI-enabled architecture such as the industry-leading Dell AI Factory portfolio to help them build AI capabilities. The 2025 Partner Program includes: AI Networking Multiplier: Dell and its partners have a joint opportunity with the 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 the Dell PowerSwitch Z-series.Competencies: Dell updated its Data Science & AI training competency to enable partners on Dell's 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, Dell 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: Partners will be equipped with essential tools and resources such as an energy efficiency calculator, messaging resources, an RFP portal tool, on-demand training and Product Carbon Footprint reporting to support their journey and fulfill requirements. Dell's refreshed Sustainability Competency, launched last year, also helps partners engage in valuable efficiency conversations with their customers. Strengthened and Streamlined Partner Experience As a part of the 2025 program, Dell will continue to enhance the tools, policies and processes available to partners, with a commitment to make it easier for collaboration and engagement. Continued investment into optimizing the partner experience will increase predictability when working with Dell, including: Accelerated growth and collaboration through Partner First Strategy for Storage: The introduction of the Compete Select builds upon 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 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 pre-configured 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 Center. "With predictable engagement and tailored rewards, Dell is committed to leveraging new growth opportunities and drive greater impact hand-in-hand with our partners. The 2025 Partner Program will enable deeper collaboration such that we continue to win with our partners and uncover new routes to shared growth and success in the years ahead," added Manish Gupta. For more details on specific program investments and enhancements, click here. About Dell Technologies Dell Technologies (NYSE: DELL) helps organisations and individuals build their digital future and transform how they work, live and play. The company provides customers with the industry's broadest and most innovative technology and services portfolio for the AI era.

Dell Gives Partners Bigger Incentives On Networking, Storage, PCs, And Winning New Customers

"We've made a number of enhancements to tools to processes, to just improve the way in which we're working with our partners, so that we are simple, and we are predictable, and we are driving profitability ... This is going to be a year of growth for our partner ecosystem with Dell, so we're super excited," Dell Technologies Channel Chief Denise Millard. Dell Partner Program for 2025 that launches today includes bigger margin opportunities on PCs, storage, and networking devices as well as more ways for partners to deliver AI through the channel. "We're really proud of the work that has happened over the past year to prepare for the program that we're launching," Dell's channel chief Denise Millard (pictured) told CRN ahead of today's announcement. "We've had a number of listening posts across our partners, which we've taken really seriously. And that, plus the opportunity just with what's happening in the market, I think puts us in a really great position." Dell partners told CRN that what they have seen around the new incentives on storage are "very exciting" and storage support services is another growth category. One of the bigger growth areas inside this iteration of the partner program, however, is Dell's networking product portfolio, said Josh Lee, CTO at VirtuIT, a Dell Platinum partner based in Nanuet, N.Y. [RELATED: From AI Factory To AI PC, Dell Is 'Meeting The Moment': Exec Eric Arcese] In 2025, Dell is offering a 3x multiplier on Dell PowerSwitch Z-Series on top of the base incentives. "VirtuIT has implemented Dell Enterprise SONiC for several customers shifting to open networking," Lee told CRN. "Dell has a great offering with the combination of the Z-Series switches and support for SONiC operating system." Att Fort Lauderdale, Fla.-based LAN Infotech, president and CEO Michael Goldstein said the rebates he sees throughout the program will help his bottom line. "It's great to see the push into networking," he told CRN. "With the big return to office, network infrastructure has become an important initiative for our clients." Demand for the products that Dell makes is peaking in 2025 as analysts expect a PC refresh wave to hit as businesses and consumers upgrade the largest ever installed base of 1.5 billion devices worldwide. This coincides with a growing appetite in the data center for large AI deployments using Dell's servers, storage and networking systems. Dell holds No. 1 market positions across storage and servers, as well as in the commercial PC category, according to IDC. While the opportunity is huge, Millard said Dell can't do it alone. "We have the largest go-to-market engine in the industry and more and more of the areas that Dell is playing in require an ecosystem, and we can't do it without partners," Millard told CRN. "Partners at this point have contributed approximately 50 percent of Dell's net revenue over the past four quarters." Partners have told CRN that Dell's programs like Partner First for Storage, which was unveiled in late 2023, and incentives for Dell's core sellers to move all storage deals through a channel partner, boosted their revenue and reflect a deeper commitment to the channel. Millard said that this year Dell is asking partners to lean into three areas. "Modern workplace, especially with the PC refresh. Modern data center, especially with customers looking for optionality and choice and investment protection. And then, of course, AI," she told CRN. "We're going to underpin all of that with having really clear requirements for our program, making sure our sellers understand how to engage partners and the value of engaging partners. And then we're going to continue to reward our partners for growing and winning new business." In addition to opportunities for Titanium partners, Dell is introducing a targeted rebate called "compete select" that focuses on large, under penetrated end-user accounts for all metal tier partners. When partners win new business for Dell in storage, data protection, or client devices inside any of the "compete select" accounts, they earn a 4-percent rebate, which is stackable with other incentives. At Dell Technology World in May 2024, Millard announced that Dell had opened up client devices for partner of record, and now Dell has sweetened the pot with one of the largest investments it has yet made into the partner client PC business, giving Titanium partners an incremental 1.5-percent growth incentive when they meet quarterly targets. This is timely as 400 million PCs that are operating on Windows 10 will lose support after October, Millard said. "Customers are going to have to make a choice, either pay the additional support per device, or they're going to have to refresh, and a big part of the modernization effort there is going to come through the channel. So huge, huge opportunity there," she told CRN. Dell showed off its new simplified PC portfolio last month at CES 2025, replacing the Inspiron, XPS and Latitude with the Dell, Dell Pro, and Dell Pro Max. Millard said that on the topic of AI, Dell believes this is the year the enterprise will adopt AI in a meaningful way. "We're shifting from proof of concepts to delivering real outcomes with enterprise customers. A big part of the last year has been navigating and learning the journey Nvidia, and AMD and Intel [are on], but it's also been about enabling our partners." The partner program this year will focus on workshops that help partners improve their competencies so they can stand up and run Dell AI factories for customers. "We're excited about the 2025 program. This is going to be a year of growth. That is going to be the theme word for probably all of our conversations throughout the year," Millard said. "We want to work with our partners to continue to take share and do that at pace."