Dell EMC warns of 'zero tolerance' to channel clashes

Vendor's UK channel boss tells CRN how it will firmly handle any direct versus channel conflict

Dell EMC has insisted it will tackle any conflict between its direct business and channel partners with a "zero-tolerance policy" to such skirmishes.

Keen to charm the channel in the wake of its partner programme launch in February, the vendor giant insists it is building the trust it needs with resellers.

"There have been instances where as a direct organisation and a channel organisation we have had challenges," Sarah Shields, vice president and general manager for Dell EMC's channel in UK and Ireland, told CRN.

"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."

Shields said it has been a "tremendous feat" for the firm to launch a new partner programme this year as two IT giants in Dell and EMC come together as one.

"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," she said.

"When a partner gives us feedback on an area where we need to address, we are being open and transparent with them on that."

After the launch of its first 'distributor-exclusive product line' in July, Shields has promised further channel-exclusive offerings.

"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 of our overall organisation, so it is extremely important to us - we need to have the right solutions for our channel partners," Shields added.

"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."