Dell Channel PartnerDirect
Distribution Programme Guide
From December 2014
Valid for Austria, Belgium, Denmark, Finland, France, Germany, Italy, Netherlands,
Ireland, Norway, Spain, Sweden, Switzerland and UK.
Partnering with Dell
At Dell, we know the critical role that distributors play in our overall
success. Helping to drive profitable opportunities for you is always a priority
for us. The PartnerDirect Distribution Programme is key to achieving our
mutual goals.
Simple to use and engage with, the PartnerDirect Distribution Programme
makes it easy for you to offer Dell’s innovative, end-to-end solutions and
provides the tools you need to connect with resellers and close the deals
that drive us all forward. We’re excited to share this updated programme
guide with you. Not only does it walk you through the ins and outs of the
programme, it clearly outlines the value and benefits to distributors.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
01
Index
03 The Dell Advantage
18 Online Solutions Configurator
05 The Dell difference
19 Dell Performance Analysis and Collection Kit (DPACK)
06 The Dell design philosophy
20 PartnerDirect distribution training
21 Partner Lead Management Tool
07 Why partner with Dell?
22 Content syndication for distribution
08 Dell’s value to distributors
23 Marketing support
09 Distributor benefits
24 Demand-generation activities for distributors
10 Rebate programme
25 Demand generation
11 PartnerAdvantage reward programme
26 Dell Campaign Builder and Image Bank
12 Sell Out Acceleration Program
27 Find a Distributor tool
13 Supporting distributors throughout the sales cycle
28 To-distributor communications
14 Deal and Line-of-Business (LOB) registration
29 PartnerDirect portal
15 Marketing Development Funds (MDF) programme
30 Spotlight, the marketing activity guide
16 Dell Premier
31 News on Demand plus My News and Events
17 Dell PremierConnect
32 Conferences and events
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
02
The Dell Advantage
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
03
The Dell Advantage
One place for end-to-end solutions
From hardware to software and services to support, Dell has a comprehensive
portfolio of technology solutions. Engineered to work better together — and to
work with what customers already have — Dell solutions are built and supported
on a foundation of the industry’s most innovative intellectual property.
Why is it important?
Not only can you offer customers systems and solutions that can solve their
challenges, you have one source with a single point of accountability —
making everything easier to buy and support.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
04
The Dell difference
Our approach truly sets us apart from other technology providers and gives our customers:
Optimised
enterprise
Business-class
connected
solutions
• Servers
• Tablets
• Storage
• Laptops
• Networking
• Desktops
• Applications/workloads
• Workstations
• Data centre solutions
• Printers
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
Flexible,
next-generation
services
•P
roactive support, business
process outsourcing (BPO),
consulting, deployment
• App/cloud/managed
Value-added
software
• Data centre/cloud
• Data protection
• Information management
• Security
• Mobile workforce
management
• Financing
• Security
05
The Dell design philosophy
While the innovation and value of Dell solutions are well known, they are not the only benefits of working
with Dell. We make every step of ownership easier for the customer.
Easier to buy
From planning to purchase and consulting to support, we
help customers to quickly see the value of their Dell solution.
Easier to use
By delivering comprehensive solutions with powerful
capabilities, we simplify administration, reduce downtime
and increase productivity.
Easier to grow
Offering scalable solutions that can turn IT challenges into
business opportunity, we help customers adapt to whatever
the future brings.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
06
Why partner with Dell?
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
07
Dell’s value to distributors
By collaborating with our valued distributors and channel
partners, we can merge our capabilities and deliver complete
solutions that meet those customer needs. By partnering with
Dell, you can take advantage of:
• I nnovative end-to-end enterprise solutions
Dell provides a one-stop shop for all elements of the
enterprise focused on value, flexibility and ease of use.
• E
ngagement and simplicity
This simple, effective programme and engagement model
transfer focus to growing your business.
• T
he power of the Dell brand
Do more by partnering with one of the most recognised
brands in the world.
Driving profitable customer opportunities for you is our
highest priority.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
08
Distributor benefits
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
09
Rebate programme
When it comes to sales performance, Dell will be as committed to
you as you are to us. Learn how easy it is to bolster your bottom line
with our industry-leading rebate programme.
• Rewards distributors on quarterly sales performance
• M
otivates through accelerators on performance and
market breadth
• Guarantees a stable and simple programme to implement
• Tracks performance on a weekly basis to maximise pay out
• Offers timely payment after quarter close
Visit PartnerDirect for more information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
10
Dell PartnerAdvantage reward programme
There are many ways that the Dell PartnerAdvantage reward programme helps gain a competitive advantage.
Individuals get recognised for their commitment to selling Dell products and solutions. They can also earn Dell PartnerAdvantage
points, which can be exchanged for exciting rewards of their choice.
For more information, visit www.dellpartnerincentives.com
Note: Dell’s PartnerAdvantage reward programme is managed and fulfilled by BI Worldwide. For some products, a company threshold applies. This is a growth target, which your company’s sales
must exceed for you to start earning PartnerAdvantage points. Programme availability, product eligibility and points values vary by country. Terms and conditions apply and you will need to agree to
these before joining the reward programme.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
11
Sell Out Acceleration Program (SOAP)
If you need motivation to accelerate the sell out of units from your
stocks, SOAP is it. This quarterly incentive gives distributors and
sales forces that purchase through the distributors plenty of
reasons to act.
• Q
uarterly target thresholds are built for the incentive. When
reached, the winning companies that have agreed to the terms
and conditions receive the relevant prizes.
• S
OAP prizes follow the same pattern each quarter: a long
weekend of training, networking and fun (abroad) accompanied
by Dell staff.*
• T
he programme can also reward growth of the database
purchasing through a distributor.
For more information, reach out to your Dell field marketing team.
*All rules/prizes may vary as per Dell’s distributor strategy.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
12
Supporting distributors
throughout the sales cycle
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
13
Deal and Line-of-Business (LOB) registration
Specific opportunities where end user, project, timeframe and budget
have been identified can be real money-makers for your business —
if you handle them the right way. Our Deal and LOB registration can
help you close the deal without any hindrance.
• O
nce an opportunity is approved, the distributor will obtain special
pricing for a specific deal and Dell sales teams will not proactively
pursue the same opportunity.
• D
ell strives to notify distributors of its decision within two
business days.
For authenticated users, more information is available on the
Deal and LOB registration page.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
14
Marketing Development Funds (MDF) programme
The PartnerDirect MDF programme provides eligible distributors with
monetary funds in order to extend your marketing budget to market
and sell Dell products and services.
• Q
uarterly sign-off of terms and conditions, including eligible
activities, is mandatory for participation.
• M
DF funds available up to a percentage of revenue achievement
and/or fixed amounts.
• A
quarterly marketing plan approved by a field marketing manager
is mandatory to access the funding.
• Proof of execution and invoice for reimbursement are required.
• MDF information can be accessed through the MDF online tool.
Visit PartnerDirect for more information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
15
Dell Premier web pages
Premier.Dell.com is a secure, customisable procurement and support site designed to save your organisation time and money
through all phases of IT product ownership.
One-stop procurement
Easy tracking
A single, consistent platform ensuring access
to your products and prices
Real-time order status, online invoices and
purchase history details
Customised for you
Scalable solution
Quick and easy customisation of user access
and your IT standards
Integration with most enterprise resource
planning (ERP) systems (Oracle, Ariba, SAP
and more) at any time during deployment
or sustainment
For more information,
visit www.dell.com/premier
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
16
Dell PremierConnect
PremierConnect is Dell’s B2B eCommerce solution designed to integrate your ERP system with your Dell catalogue. The result is
seamless access to your Dell online catalogue and ordering via electronic purchase orders.
Streamlined order processing
Improved accuracy
Electronically automating your order processing
reduces labor costs, boosts productivity and
maximises your category spend management.
Reduce costs due to duplicates, errors and
omissions found in traditional, manual-entry
ordering processes.
Increased compliance
A user-friendly digital catalogue of approved
configurations can significantly reduce expensive,
unauthorised and off-contract spending.
Reduced cycle time
Cut the time it takes to receive ordered products
with your direct-to-Dell connection.
For more information,
visit www.dell.com/premierconnect
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
17
Online Solutions Configurator (OSC)
The Online Solutions Configurator is a collaborative tool that helps
you and your resellers create and customise Dell solutions through
a unique self-service online experience.
• C
onfigure validated enterprise solutions with Dell’s product
portfolio of over 400 products across servers, networking, storage,
switches, rack infrastructures and more.
• R
eady-made and customisable templates make the configuration
process easier and faster.
• C
ollaborate with your account team and employees throughout
the process to quickly get prices and produce a quote tailored to
meet your customers’ requirements.
For more information, visit the Solutions Configurator page.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
18
Dell Performance Analysis Collection Kit (DPACK)
DPACK is a simple and agentless method for gathering core
requirements such as disk I/O (input/output), throughput, capacity
and memory utilisation.
• D
PACK produces an in-depth view of server workload and
capacity requirements when preparing for a migration or
hardware refresh.
Get started
DPACK is intended to be a lightweight assessment that is generally concluded in 24 hours or less, start
to finish. Access to DPACK is easy! You can begin the process by downloading the OS specific collectors
you need for your environment at this link: Dell.com/downloadDPACK
Once unzipped you can just double click to begin adding remote servers. DPACK does not install, it
simply runs in memory during the collection process. We recommend running DPACK from the most
modern OS in your environment, for example Windows Server 2008 R2.
Sample Output Summary
• U
se DPACK with your customers to demonstrate clearly
where their systems may require additional resources.
For more information, visit the DPACK page.
For more information or assistance you can contact DPACK_Support@Dell.com.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
19
PartnerDirect distribution training
Dell provides comprehensive training resources to help you build
your business.
• G
ain access to a variety of online and instructor-led training,
ranging from partner certification to in-depth product, solutions
and installation knowledge. Most training is in the form of online
modules, which can be taken on-demand.
• P
articipation in Dell training programmes not only turns expertise
into profit, but enables you to earn PartnerAdvantage points on
specific training.
Visit the Training and Competencies pages on PartnerDirect
and explore:
At a glance
Programme levels
Benefits
Premier Partner
Contact us
Certified Partner Program Guide
Competencies, training, requirements and benefits
Server
Worksheet
Storage
View training
Worksheet
Security
View training
Desktop Virtualization
Solutions
Networking
View training and worksheets
Cloud Services
& Solutions
1) The Dell Certified Partner Programme Guide
2) Dell Online Course catalogue
3) Dell Partner Learning Centre
Worksheet
View training
Data Protection
View training and worksheets
Worksheet
View training
Systems Management
View training and worksheets
View training and worksheets
Information
Management
View training and worksheets
May 2014
Note: This training is free of charge. For some instructor-led training leading to competency qualification there
may be a charge.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
20
Partner Lead Management Tool
The Partner Lead Management Tool is a one-stop shop that provides
a single point of access for all of your Dell lead information.
• E
nables easy management of leads generated from your joint or
co-branded campaigns or leads you may receive from Dell
• P
rovides a quick link to deal registration submission, so leads can
be converted to deal registrations at the click of a button
Visit PartnerDirect for more information.
Note: Only available to Dell distributors, Preferred and Premier Partners or to partners included in the strategic programmes. Participation in lead-generation campaigns is dependent
upon partner status, revenue thresholds, competencies achieved and partitipation in strategic marketing initiatives.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
21
Content syndication for distribution
Benefit from reliable, Dell-approved, time-tomarket product and solutions content distributed to
your websites and applications through automated
feeds of your choice.
Dell syndicates product marketing content,
including images and full marketing campaigns
through major market partners.
Visit PartnerDirect for more information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
22
Marketing support
For assistance with both solution and LOB selling, turn to Dell
field marketing managers.
• D
ell field marketing managers and dedicated Dell sales
representatives work in conjunction with you to create a joint
go-to-market demand-generation strategy.
• M
arketing planning sessions are implemented to understand
your capabilities and focus areas for quarterly planning — as
well as to learn future growth opportunities to develop our
partner relationship.
Contact your distributor field marketing manager for
more information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
23
Dell demand-generation
activities for distributors
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
24
Demand-generation/marketing programmes
From workshops to product demonstrations and solution testing to
marketing campaigns, Dell has a variety of tools to help make your
job easier.
• S
olutions Showcase
Technical, customer workshops hosted by you, supported with
content, presenters and promotional materials from Dell
• Demo Centre
Anywhere, anytime access to a suite of hosted demos. Dell Demo
Centre is a cloud platform providing you with a range of solution
demonstrations from across the Dell portfolio.
• D
ell Solutions Centre
A global network of state-of-the art labs that enable customers to
explore, develop and test solutions
• D
emand Generation Centre
Helping distributors bring their lead-generation campaigns to life
Visit PartnerDirect for more information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
25
Dell Campaign Builder and Image Bank
Let Dell help you create the tools you need to roll out co-branded
campaigns that are on-message and can drive your business.
• C
ampaign Builder helps you create your own marketing
campaigns for Dell products and services, showing your
company branding and individual calls to action (CTAs).
• L
everage pre-produced assets and just add your company logo,
contact details and CTAs — or select approved Dell images and
positioning copy that you can insert into your company’s own
marketing material.
• A
ssets include copy blocks, banners, brochures, email templates,
marketing guides and more.
• A
ll assets are aligned to Dell’s marketing roadmap and follow
Dell Brand guidelines.
For more information, visit www.dellcampaignbuilder.com
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
26
Find a Distributor tool
Make it easy for resellers who need solutions to find you with
Dell’s Find a Distributor tool.
• P
rovides partners the ability to locate a Dell distributor by
geography and/or competency
• Promoted on the PartnerDirect portal
For more information, visit the Find a Distributor tool
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
27
Dell to-distributor
communications
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
28
PartnerDirect portal
• P
artnerDirect is the Dell portal dedicated specifically to partners and distributors enrolled in our
PartnerDirect programme.
• A
s well as product and solutions information, you’ll find tools to help you build marketing campaigns
and produce accurate quotes and configurations, as well as details of our training tracks and resellers’
competency business development paths.
Visit PartnerDirect for more information.
Note: Access to some tools and content is dependent on distributor eligibility. Login is also required for some content. Your login details are provided to you upon registration into the
PartnerDirect programme. PartnerDirect programme benefits and requirements vary from country to country.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
29
Spotlight: the marketing activities guide
This new quarterly online magazine serves as a single source for all marketing activities, as well as
Dell strategy, to get you the information and tools you need to help you close your next deal.
To download a PDF of the magazine click here.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
30
News on Demand plus My News and Events
News Preference Centre
• T
ell us what news you want and when you want to get it. Select your areas
of interest and choose whether you want weekly, bi-weekly, monthly or
on-demand news. Tell us your job title too, so we can tailor content even
more closely.
News on Demand
• O
ur PartnerDirect newsletter provides the latest updates on partner
campaigns, new assets, including co-brandable brochures and copy blocks,
plus all the latest news on Dell solutions, innovations and products.
My News and Events archive
• O
ur news archive enables you to read at your leisure. Stay up to date with
articles you may have missed and search past articles using keywords.
• F
ind out what events, webinars and training courses are taking place and
register. If you’ve missed a live webinar you can watch it on demand. These
webinars are free to attend and offer a great opportunity to learn more
about Dell solutions.
Visit PartnerDirect for more information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
31
Conferences and events
Dell runs events and webinars to share our strategic direction,
technological innovations, and product and solutions roadmaps. We
also use these opportunities to listen to our distributors and channel
partners and learn how we can best equip and enable them.
We hope you join us at these upcoming and ongoing events:
• E
MEA Solutions Conference and Distributor Forum: Gather insights
on our programmes and on our enterprise solutions strategy, as well
as network with peers and Dell executives.
• M
arketing Advisory Council Share best practices, discuss marketing
needs and exchange views. (EMEA-wide, country-specific and by
invitation)
• P
artner Advisory Council Discuss Dell Channel strategic initiatives
and listen to feedback. (EMEA-wide, country-specific and by
invitation, dependent on council membership criteria)
• D
ell World: Gain insights into key industry trends, engage with
industry visionaries, exchange ideas and learn how Dell is evolving
to deliver the solutions of tomorrow.
• D
ell Solutions Tour: Learn about end-to-end Dell
solutions at this in-country, hands-on expo and demo.
• D
ell Enterprise Forum: Network with peers at this forum designed
specifically for Dell Enterprise customers and channel partners.
• A
ttend training, technical and sales-related events —
including webinars — that help partners to win with Dell.
©2014 Dell Inc. All rights reserved. Dell and the Dell logo are trademarks or registered trademarks of Dell Inc. Dell’s PartnerDirect programme is evolving and growing as our partner and distributor base
expands. Information in the guide is correct at the time of publication (December 2014) but is subject to change without notification and varies from country to country and by partner level. Please visit
the PartnerDirect website for more detailed information.
December 2014. Valid for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy,
Netherlands, Norway, Spain, Sweden, Switzerland and UK.
32