Dell Technologies’ journey began with customizing and selling PCs and expanded significantly with its $67 billion acquisition of storage giant EMC, completed in 2016. This new acquisition combines the go-to-market strengths of SMBs with EMC’s enterprise focus.
Dell Technologies, once known only for direct sales, is now pushing partner opportunities in everything from artificial intelligence, data center and multi-cloud computing to edge computing. Dell also notes leadership in external enterprise RAID storage systems, hyperconverged and converged systems, purpose-built backup appliances, storage software, x86 servers, workstations and displays, and AI-enabled commercial PCs. Its Customer Solutions Group (CSG) reported a 12% year-on-year decline in revenue in 2024 to $11.7 billion, including $9.6 billion from commercial customers. That compares with full-year 2024 revenue of $88.4 billion.
Founded in 1984 and still led by Michael Dell, Dell Technologies is headquartered in Round Rock, Texas. The supplier has approximately 120,000 employees, including approximately 30,000 salespeople. Partners contributed 50% of net revenues in the four quarters to Q3 2025. estimated at 220,000 as of mid-2023.
Director of Partnerships Denise Millard oversees major technology and channel partners around the world, such as MySQL and Red Hat, as well as many VAR and solution providers such as GovPlace, Ensono or Unisys.
Key offers
Likely “big hitters” channel, Dell Technologies said ITPro, include: Artificial Intelligence Factory. For example, PowerEdge servers are an Intel-Dell deal. configured to use PowerEdge servers in a digital twin of a British fusion power station. This is in addition to data storage via Dell PowerStore Prime and PowerStore 4.0 software and hardware; and the PC market, targeting the inevitable PC upgrade with PCs with new AI architecture.
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Dell for partners
In August 2023, Dell Technologies announced a partner-centric storage strategy, with more than 99% of customers and prospects believing that storage systems are partner-centric.
Then-president of global channel sales Diego Majdalani. said: “We encourage greater partner collaboration by paying Dell sellers more rewards when they secure storage deals through a partner. This will further encourage Dell sales representatives to work with you on storage deals.”
Dell Technologies; The head of the British channel, Ian Heath, said ITPro this has now quintupled the number of accounts available for storage. All Dell Technologies businesses will be eligible for Partner of Record status in 2024.
“When a partner reaches this status on an account, our sales team will work with that partner on deals. So when we say partners are the focus, we really mean it,” Heath.– said x. “Partners allow us to innovate and scale faster.”
According to Heath, the company’s two largest genetic artificial intelligence deals in the UK to date were completed through this channel. “In my view, there is no better route to market to realize an AI Factory than by collaborating with our partners, especially those who demonstrate cutting-edge AI capabilities.”
Affiliate programs, levels and types of partners
Generally, Dell Technologies Partner Program offers a familiar array of training, sales support and marketing resources. Authorized, Gold, Platinium and Titanium partners are eligible to receive various incentives, discounts or rewards as they grow in income, complete training or specialize.
Solution Providers, Distributors, SIs, Cloud Providers and OEM Partners follow different tracks.
Partners may also resell Dell Technologies services such as consulting, training, managed services, deployment or training, co-provide products and services, provide their own services, or some combination of the above.
Additional benefits, rewards and incentives
- Access to the partner portal.
- Financial incentives include earned and proposal-based Marketing Development Funds (MDF). Partners may be awarded MDF for proposals that expand regional sales and marketing priorities. In addition, for Platinum and Titanium partners, MDF rewards can be awarded at a predictable, revenue-based rate per tier.
- Gold, Platinum and Titanium partners may qualify for discounts on targeted sales and customer acquisition. Basic discounts for sales in certain lines of business can be paid from a dollar without restrictions with multipliers when selling focus lines. In addition, attracting new customers or lines of business may result in additional acquisition discounts.
- Service discounts are available to assist with enhanced customer solutions.
- Partner Academy training and related content may be provided on solutions, products, technical skills, sales, or marketing based on specializations that align with Dell Technologies service areas, such as presales, sales, or services.
- Additional affiliate tools for sales and demand generation, pricing, customization and purchasing.
- Additional affiliate tools for sales and demand generation, pricing, customization and purchasing.
- Ability to resell approved Dell Technologies cloud provider solutions through Cloud Partner Connect.
- Access to go-to-market initiatives, including the Partner of Record, Power Up, or Partner of Record Incumbency programs. Interested partners must submit an online application in English via Global Affiliate Site Selection Page. For example, select “US” for US Affiliate Portal Page; from there, click the “Become a partner” tab to register, selecting the partner type to continue.
- Use of solution centers or briefings, including an online demo center.
- May be included in the public Find a Partner database.
Click here A complete overview of solution providers can be found on the Dell Technologies website.
How to get on board
Interested partners must submit an online application in English via Global Affiliate Site Selection Page. For example, select “US” for US Affiliate Portal Page; from there, click the “Become a partner” tab to register, selecting the partner type to continue.
Applicants must provide a reference from a sponsoring distributor already working with Dell. You will need a tax identification number, VAT number or registered company number or similar document, along with proof of this, a corporate URL and corresponding corporate email domain, and possibly a certificate or reseller license. Once approved, the new authorized partner has access to the partner portal.