India playing a crucial role in Dell’s transformation while continuing the momentum of being a leading provider of end-to-end solutions, Ajay Kaul, Director and General Manager, Global Commercial Channel, Dell India elaborates on key initiatives to protect their partners’ business interest. From business development to sales and marketing to support, Dell recognizes and rewards most committed and qualified Partners with the tools and resources that directly meet their needs as a Dell Commercial Partner.
What are the new initiatives you are taking for partners in 2014?
Over the last few years, Dell has been working closely with Channel partners and creating a congenial environment both internally and externally. The channel partner community today has faith in Dell’s channel strategy and they are aware of the critical role they will play in moving forward. Our initiatives will be focused on Training and Enablement, joint GTM to increase coverage and depth through multiple lines of business.
We have already got onto a great start in 2014 with the partnership with Ingram Micro, the world’s largest technology distributor. Through this partnership Dell will be able to expand its distribution network for Dell’s End-User Computing commercial products. The move was as a direct result of the feedback we have received from our customers and partners who have enjoyed their experience using Dell products and wanted them to be readily available. In addition to this, we aim to increase our presence with channel partners in Tier 2 and Tier 3 locations by sustaining the Dell Engineer’s Club and Solutions of Success Events in key markets. We will be embarking on many more such initiatives in the coming year.
How does Dell looks at India’s Channel Partners today?
Dell’s channel partners in India are an integral part of our GTM and they are playing a big part in taking Dell’s cutting edge technology and various solution offerings to the customers. The quantum and scale of the partner led business will witness a radical increase.
How many partners does Dell have in India?
Currently we have over 2000 commercial channel relationships in India.
On what criteria do you select your partners?
Three criteria we look out for while selecting our partner are:
1. Trust: We expect our partners to demonstrate highest level of business ethics and practice execution in the right way.
2. Customer Focus: We would like to work with partners who keep customers at the epicenter of all that they do, end of the day, the partnership is aimed to either meet customer’s new requirements or to take care of their pain areas.
3. Relevance: We have best of the breed solution portfolio and offerings available today that can range from an End-user computing solution to datacenter to Network and Security to Storage. Any partner who has priority in providing above solutions are relevant to us and our customers and at the same time our partners can also leverage us on our complete portfolio.
What are the initiatives you have taken for the partners?
Key Initiatives include firstly, protecting our partners’ business interest in acquisition of new customers or even a new LOB from existing customer. Secondly, Off-the-shelf availability of commercial Laptop and Desktop across various cities in the country and thirdly Internal process improvements on driving ease of doing business with Dell to ensure a good partnering experience.
What are the programs you are running for the partners?
Since its inception in 2011, the Global Commercial Channel has positively moved towards a greater Channel Partner Community. Our training programs have been instrumental in heading towards this direction. We currently offer over 100,000 training sessions a year to all partners globally. In India we conduct the following training programs across locations:
Solutions for Success Events- These are partner led customer events, wherein we support partners and their customers by showcasing latest solution offerings. We have had big success in these events across the country.
Dell Engineer’s Club- aims to bring together Technical Experts and Pre-sales and Post-sales Engineers across IT industry to network, exchange ideas, and share industry trends and best practices. The initiative will equip partners with rich knowledge around various solution offerings.
Emerging Markets Program- Dell introduced the Emerging markets program in June this year, aimed at bringing Dell Solutions through partnerships with preferred partners to Small and medium business customers in emerging markets. The program is designed to upkeep Dell’s long term focus on serving the growth markets of India.
Will the programs be beneficial for the partners?
Yes. All these programs are designed to help channel partners across various verticals and geographies.
What are the incentives you give to the partners?
We do provide appropriate programs to ensure a healthy business dynamics with partners. We focus on improving their competency level which will help them in improving their business mix with value added services.
Does the incentive to the partners differ from city to city for one particular scheme?
We promote solution selling and acquiring new businesses and our programs are also aligned on the same lines. With this partners get close to becoming VARs and Sis with enhanced competencies required to drive converged solutions in the market.
You have recently launched enterprise game-destination mars for India partners. Please throw light on the scheme?
The Dell – Destination Mars game for our channel partners was aimed at enabling our channel partners towards a better understanding of Dell’s Enterprise products amongst its channel partners while delivering a fun and engaging learning experience. Participants of the game were required to build the space station TPTDM2013, within 5 minutes using 24 of Dell’s end-to-end IT solutions from server, storage, networking, Business Intelligence to security. Depending on the participant’s success in building the station, he is conferred with titles that range from ‘Space Engine Guest’ to ‘Space Station CTO’. The participants could share their achievements and scores on Facebook. Although the contest was open only for Dell registered Commercial Channel Partners or entities engaged in IT Enterprise (Server or Storage or Networking) Products reselling/distribution business, the players can invite friends to play and earn more power (points) through referrals. The winners of the game are yet to be announced.
How will it be beneficial for the partners?
We believe that Gamification is one of the best ways to improve the learning experience and gathering knowledge. The purpose behind the Dell Destination Mars was to enable our channel partners towards a better understanding of Dell’s Enterprise products while delivering a fun and engaging learning experience.