Dell launches Australian partner program

The announcement follows the appointment of Dell's local channel team earlier this month.

Rob Makin, channel strategy and acquisition manager at Dell, told CRN the program has been designed to complement the vendor's existing direct model.

The new single tier program is split between Registered and Certified partners.

Registered partners will have access to Dell’s bespoke channel portal that provides access to training, partner materials and use of the Dell logo.

These partners will also have access to finance options, as well as Dell’s Premier Page which allows fast configuration and pricing of Dell hardware. Partners at this level will not have to meet sales targets.

Certified partners who make a greater investment in Dell receive additional benefits including access to channel marketing managers and plans, use of demonstration units, enhanced finance options, field-based account management and event and technical support.

The entire range of Dell products will be available to partners. Although Makin was unable to provide any indication of the number of partners being sought, he did claim that Dell will be looking closely at driving business in the the SMB market.

Partners will not need to hold any stock, with Dell’s direct build model removing the need for distributors.

“We want to drive profitability and margin into the channel and we believe not asking our partners to hold stock is a key way of doing that,” said Makin.

Makin added that to combat any concerns over its direct background, Dell has created entirely independent sales teams to assist with direct and partner sales. He went on to emphasize the importance of registering sales leads that will enable discounts above those available to the direct sales team.

“This will allow our channel partners to register particular opportunities with us. Within that scheme we offer a variant of protection and special pricing,” he said.

Makin would not be drawn on any split between Dell’s direct and indirect business.

“This all about is building incremental business for both the channel partner and for Dell. We will not look at segmenting the split between what we view as direct business and indirect business,” he said.

Dell's PartnerDirect program has already gone live in the United States, Europe and certain regions of Asia.