Dell Technologies started customizing and selling PCs and expanded significantly after completing its $67 billion acquisition of storage giant EMC in 2016. This new acquisition combines the go-to-market strengths of small and medium-sized businesses with EMC’s enterprise focus.
Once known only for direct sales, Dell Technologies is now driving partner opportunities in everything from AI, data center, and multicloud to edge computing. Dell also notes its leadership in external RAID enterprise storage, hyperconverged and converged systems, purpose-built backup appliances, storage software, x86 servers, PC workstations and monitors, and commercial AI PCs. The company’s Client Solutions Group (CSG) reported 2024 revenue of $11.7 billion, down 12% year over year, of which $9.6 billion came from commercial customers. This compares to 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 vendor has an estimated 120,000 employees, including approximately 30,000 sales representatives. Partners contributed 50% of net revenue over four quarters through Q3 2025. The number of partners is estimated at 220,000 as of mid-2023.
Chief Partner Officer Denise Millard oversees major technology and channel partners around the world, including MySQL and Red Hat, as well as countless VARs and solution providers, including GovPlace, Ensono, and Unisys.
Main products
Dell Technologies told ITPro that the “big players” in the channel could include AI Factory. For example, PowerEdge Servers – Intel and Dell’s deal will utilize PowerEdge servers in the digital twin of a UK fusion power plant. This is in addition to storage such as Dell PowerStore Prime and PowerStore 4.0 software and hardware. PC market targeting impending PC refresh with new architecture AI PC.
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Dell for partners
In August 2023, Dell Technologies announced its partner-first storage strategy, with more than 99% of customers and prospects considered partner-first when it comes to storage.
said Diego Majdalani, then president of global channel sales. “We are incentivizing Dell sellers to work more closely with our partners by paying them more when they transact storage through our partners. We will be more motivated to work with you.”
Ian Heath, head of UK channels at Dell Technologies, told ITPro that this has increased the number of accounts available as Storage Partner of Record five times to date. All Dell Technologies lines of business will be eligible for Partner of Record status in 2024.
“Once a partner achieves that status in their account, our sales team works with them to advance the deal. So when we say our partners are front and center, we really mean it. ” said Heath. “Our partners allow us to innovate and scale faster.”
Heath added that the company’s two previous large genAI transactions in the UK were conducted through this channel. “From my perspective, there is no better route to bringing the AI Factory to market than working with our partners, especially those who demonstrate advanced AI capabilities.”
Partner programs, levels, and partner types
Overall, the Dell Technologies Partner Program provides a familiar set of training, sales support, and marketing resources. Certified Gold, Platinum, and Titanium Partners are eligible for and can earn a variety of incentives, rebates, or rewards as they increase their revenue and complete training competencies and specializations.
Solution providers, distributors, SIs, cloud service providers, and OEM partners take different paths.
Partner may not resell Dell Technologies’ services, such as consulting, education, managed services, implementation, education, jointly offer products and services, offer its own services, or combine any of the above in any way. You can also.
More benefits, rewards and incentives
Access to Partner Portal. Financial incentives include acquisition and proposal-based marketing development funds (MDF). Partners can earn MDF for proposals that expand regional sales and marketing priorities. Additionally, for Platinum and Titanium partners, MDF benefits are earned at predictable revenue-based rates by tier. Gold, Platinum, and Titanium partners can qualify for targeted business sales and customer acquisition rebates. Base rebates on sales in a specific line of business can be paid from $1 up to a multiplier on sales in the focus area. Additionally, you can earn additional acquisition rebates when you bring in new customers or lines of business. Service rebates are available to help enhance customer solutions. Partner Academy training and related content can be provided based on solution, product, technical, sales, or marketing skills. Specialties related to Dell Technologies’ service areas (e.g., presales, sales, services, etc.). Additional partner tools for sales and demand generation, quoting, configuration, and purchasing. Ability to generate sales and demand, quote, configure, and resell approved Dell Technologies cloud service provider solutions through Cloud Partner Connect. Access to go-to-market initiatives with certified partners through the Power Up or Partner of Record Incumbency programs. Interested partners should apply online in English through the Global Partner Site Selection page. For example, select “United States” for a partner portal page in the United States. From there, click on the (Become a Partner) tab to register, select your partner type and proceed. Use the Solution Center or Briefing Center, including the online Demo Center. Can be listed in public partner search database.
Click here for a complete overview of the solution provider on the Dell Technologies website.
How to board the ship
Interested partners must apply online in English through the Global Partner Site Selection page. For example, select “United States” for a partner portal page in the United States. From there, click on the Become a Partner tab to register, select your partner type and proceed.
Candidates must provide a reference to a sponsoring distributor that is already affiliated with Dell. You’ll need proof of it, such as a tax ID number, VAT or registered business number, a corporate email domain that matches your company URL, and possibly a reseller certificate or license. Once approved, new certified partners receive login access to the partner portal.
