Calming channel nerves: Dell EMC's Sarah Shields

CRN met Dell EMC's UK and Ireland channel boss, Sarah Shields, to discuss gaining the channel's trust, merging with EMC, and the truth behind its secretive 'Titanium Black' partner level

The Dell EMC partner programme launched in February. Six months down the line, how is it progressing?

It has been pretty amazing when you think of the size of Dell and EMC. To bring both companies together immediately, with a brand new partner programme, has been a tremendous feat. It has not been all plain sailing; there have been some speed bumps, but we are growing in multiple areas. We are particularly seeing growth on the high-end enterprise accounts. We are being open and transparent with partners when they give us feedback on an area that we need to address.

You released your first ‘distributor-exclusive product line' in July - can the channel expect more of those moving forward?

Yes they can. When you look at the importance of the channel, we will continue to deliver channel-specific product lines, promotions and activities. The channel is worth $35bn (￡27bn) of our overall organisation, so it is extremely important to us - we need to have the right solutions for our channel partners. The key is around the new products we are bringing to market and some of the ‘disruptors' we have which channel partners can fully leverage.

When the programme was launched there was much mystery around your ‘Titanium Black' level - you did not share the criteria for achieving it. What can you tell us about that now?

Titanium Black is by invitation only and it is an accolade given to a handful of partners globally. It is around the commitment to Dell EMC, the level of business we are doing globally, how many lines of business are being embraced and about bringing new technologies to the market first. We work very collaboratively with our Titanium Black partners in terms of feedback and asking what they need, what they want us to be delivering and how we can be better. It gives access to executives too - it is a personal invitation from Michael Dell. It is certainly prestigious.

Calming channel nerves: Dell EMC's Sarah Shields

CRN met Dell EMC's UK and Ireland channel boss, Sarah Shields, to discuss gaining the channel's trust, merging with EMC, and the truth behind its secretive 'Titanium Black' partner level

Do you think Dell EMC has the full trust of the channel now?

Trust is the outcome of having a good partnership, transparency, honesty and a willingness to engage. I would love to say we have absolute trust everywhere and we are addressing any concerns our partners have quickly, efficiently and we will do everything we can to earn the channel's trust, and keep it. We have a great opportunity with a brand new [partner] programme, we have been able to reinvent our wheel. What earns trust with a partner? First, keep it simple. Make it easy to do business with us. Be predictable: what will you earn? How will you engage? When are we going to win together? The profitability piece is around front-end margin, back-end rebate, rules of engagement, and how we operate together to win.

There have been instances where as a direct organisation and a channel organisation we have had challenges. Our approach is very black and white, though. If a partner has a deal registration in place and that deal registration is comprised by our direct business, we have a zero-tolerance policy. We will deal with the individuals involved according to that zero-tolerance policy. The same happens if a partner breaks the rules of engagement that we have. That could be an aspect like the grey market. I would like to think we have a really high level of trust [with the channel] and if any trust breaks down, we will address it straight away.

You have been Dell EMC UK channel chief since February - how have you found the role? What has been the biggest difference from being solely the Dell channel boss?

I did not think we'd be able to achieve what we have in such a short amount of time. The teams have come together brilliantly; we really are one team now. It is surprising how few differences there have been between the roles. Culturally, Dell and EMC are very similar.

Calming channel nerves: Dell EMC's Sarah Shields

CRN met Dell EMC's UK and Ireland channel boss, Sarah Shields, to discuss gaining the channel's trust, merging with EMC, and the truth behind its secretive 'Titanium Black' partner level

You've become a figurehead for women in the channel and a vocal champion of female entrepreneurs. What are your plans on that issue moving forward?

It is a real passion and there is not enough women in the channel. There needs to be more women in the channel. As an industry we need to understand why we do not get enough women applying. I will continue to make the channel a great place for girls to enter and for women to stay. You show me any young female, leaving school or university, who does not use technology; we all do. Technology is at the core of everything we do, so why not get involved in selling it?

We are looking at ways in which we can continue to encourage women. I do a vast amount of mentoring of women in the industry, or those interested in entering the industry. I have spoken at schools and we are looking at universities too. We absolutely need more women in the channel.

What are Dell EMC's priorities for the channel in the second half of 2017?

I want to continue to grow. I want us to look at that digital transformation message and how we get that out to as many of our partners as possible so they can enable customers. Another important aspect is to double down on storage. We now have the most comprehensive storage offer on the planet. If we look at our entire portfolio and what we are doing around data protection, backup and security, bringing all that together is a massive focus for us. The next area is definitely looking at our distribution partners and maximising our efficiencies in dealing with partners that may never have been part of the Dell or EMC partner programmes. It is going to be an interesting second half [of the year] and the level of consolidation we have seen in the first half of the year will continue in the channel.