'The new business rebate increases will be a game changer': Two UK reseller bosses talk Dell partner programme shake up

Computacenter and Trustmarque given CRN their view on Dell’s new partner programme competencies

Dell had more news for its channel community last week when it announced fresh changes to its partner programme.

The 2024 Dell Technologies partner programme has gained new competencies in Sustainability & ESG as well as Data Science & AI which are seen as key growth areas aligned with customer priorities.

The new additions came six months after Dell moved to a partner-first strategy for its storage business in one of the biggest stories to hit the channel in 2023.

To find out what two of the UK's top VARs think of the latest changes and how they impact their businesses, CRN caught up with Trustmarque and Computacenter.

Sarah Shields, global alliances director, Computacenter

"Dell has been consistent in their promise of ‘simple, predictable and profitable' and the tweaks to this year's programme are a continuation of this commitment.

"Dell's priorities are clear - storage, APEX, acquisition and the full client ecosystem. I think this makes sense and is aligned to Computacenter's strategy so this is just a continuation of ‘business as usual' for us."

Simon Williams, CEO, Trustmarque

"We welcome the latest ESG updates from Dell, shaping their offerings around sustainability, AI and Edge is a natural evolution. As one of Dell's top tier UK partners, our job is to make it easier for our mutual customers to meet their sustainability goals and this is absolutely a step in the right direction. The AI competency goes hand in hand with our own innovation strategy, allowing customers to navigate and embrace GenAI responsibly.

"The new business rebate increases will be a game changer, dialling up the APEX enhancement with added incentives.

"Refreshing the consumption model approach is something we've been discussing for quite some time, and this will help us push ahead and open up more services-led conversations.

"This greater focus on driving value into our client base dovetails with our own ambitious growth plans for Dell in FY24.

"Dell's commitment to rewarding partners for their Dell EUC business with enhancements around attach and support offerings is excellent news for the channel."