Dell unveils Phase Two of channel push

Josh Claman

Dell is aiming to foster a culture of ‘advocacy’ between its direct sales staff and partners as it embarks on ‘Phase Two’ of its channel assault.

The vendor has finally confirmed widespread rumours that UK channel director Andy Dow has left the firm and said it may be in a position to announce his replacement as soon as next week.

Dow’s exit came as Dell reorganised its business along four customer segments: consumer, SME, large enterprise and public sector.

Speaking to CRN, the vendor claimed the rejig would allow it to bolster collaboration between its internal sales staff and resellers and headed off any suggestion it is reducing its commitment to the channel.

Dell’s new EMEA channel sales director, Emmanuel Mouquet, said: “We are moving from Phase One to Two of our channel strategy in EMEA. Phase One was to ensure partners had solid profitability and to protect them from Dell’s direct sales team. Now we are focusing on accelerating collaboration between our channel and our direct sales team.”

Mouquet effectively replaces former vice president of EMEA channels Josh Claman, who was recently moved to a public sector role. Meanwhile, Dell has announced Kathy Schneider as an effective replacement for former EMEA marketing director Michael Buck in the post of EMEA channel programmes manager.

Claman admitted “structural conflict” between partners and Dell sales staff had been a sticking point during his time in charge.

“We are pleased with the progress of our channel business, both from the perspective of the number of partners registered and certified and the revenue and profit generated. But there is so much more potential.

“We have wasted a lot of energy on avoiding conflict.

“This new model makes our sales people advocates. They will now get direct revenue, margin and profit from, and won’t be able to succeed without, getting the channel to grow their patch.”

Dell refused to comment on the reasons behind Dow’s departure or rumours he was one of 60 European executives Dell has cut in recent weeks.

But Claman conceded there had been “a few changes” as part of the reorganisation.

The vendor was also tight-lipped on suggestions it is gearing up to recruit a UK broadliner following the recent appointment of Micro-Peripherals and Hammer for its printers and storage gear.

But Claman said: “We have been experimenting successfully with several distribution models in Europe. We signed one in the Netherlands and a volume player called Dustin in Sweden and Denmark. Each market is very different from the next. You will see more steps in the direction of setting up go-to-market models that provide both coverage and value to customers.”