Gold to 'Titanium Black': Dell EMC takes wraps off new partner programme

New channel scheme simply named Dell EMC Partner Programme

Dell EMC's global channel chief has revealed details of its new, combined partner programme - branding the moment "humbling" and one of "extraordinary greatness" - but stopped short of announcing the financial thresholds required to reach the new tier levels.

At Dell EMC's inaugural partner summit in Austin, the firm's global channel boss John Byrne revealed details of the new channel scheme, which will be known simply as the Dell EMC Partner Programme.

Contrary to most other partner programmes, Gold will be the name given to the lowest-level tier, with Platinum being the next rung up. The top-level tier will be named Titanium - which, according to Byrne, represents being "indestructible". Within the top tier will be another exclusive tier named Titanium Black - the highest possible level.

"It will be cool, it will be exclusive, it will be true differentiation, it will be for the best of the best -ladies and gentlemen I would like to introduce to you Titanium Black," Byrne said, prompting laughs from audience. "Tell me here - who doesn't want to be Titanium Black? It's so cool! I want to excite and delight you. I want to shock and awe them [the competition]."

"There are moments in life which quite literally take your breath away. Moments of extraordinary joy. Moments of extraordinary greatness. Moments that have such an impact in your life that you quite literally know your life is never going to be the same again. I am having one of those moments right here, right now."

Although Dell EMC unveiled the names of the new tiers, it did not divulge any information on what partners need to do to achieve each level - details it said it would announce in December. But throughout his presentation, Byrne suggested partners had asked for the revenue requirements to be much lower than the massive ones currently in place for EMC's Business Partner Programme.

During an enthusiastic address, Byrne said the new partner programme is hugely significant to him.

"There are moments in life which quite literally take your breath away. Moments of extraordinary joy. Moments of extraordinary greatness. Moments that have such an impact in your life that you quite literally know your life is never going to be the same again. I am having one of those moments right here, right now.

"I am humbled to be presenting to this powerful and amazing partner community. I use the word humbled because I realise that to be extraordinary, we need to partner with people like you. True partnership is coming together as one team to achieve great things.

"Are there any parents in the room? Talk about a moment in your life that is extraordinary and takes your breath away - I had that two years ago. Here are my twin girls, they were two on Sunday. I'm having another one of those extraordinary moments right now.

"My parents have flown all the way over from Scotland. There are 1,500 of you in the audience and I am not nervous. But for the first time in my career I am presenting in front of my mum and dad - that is nerve wracking. Thanks for this moment. I will try not to cry. Dell and EMC are on this remarkable journey with you. But this summit is a landmark where this journey is going to accelerate. The world of IT has changed forever."

Prior to its acquisition by Dell, EMC's channel mantra was "simple, profitable, predictable" - one which remains under the new Dell EMC scheme.

Byrne said that partners will find themselves in favour if they follow three rules.

"We are looking for partners who want to sell all of our portfolio," he said. "We are looking for partners who will derive solutions from that portfolio. We're looking for partners who will attack the market and take something from someone else."