Frequently Asked Questions
Overview
Coming soon, the enhanced PartnerDirect program will speed PartnerDirect Partner time-to-profitability by
helping to enable the sale of end-to-end and point solutions through one simple program. Whether selling
just software or a combination of hardware and software, Partners succeed with comprehensive training and
enablement, solid rules of engagement, multiple fulfillment paths, and the power of the Dell brand.
General questions
Q: What is Dell’s Partner Program?
A: Dell’s Partner program, PartnerDirect, is a multi-level program that offers committed Dell Partners the
chance to turn their dedication and their experience into potential profit. Each level provides different
rewards based on level of commitment. Dell PartnerDirect was launched in 2007.
Q: Why is Dell modifying its Partner program?
A: With the acquisition of several market-leading software companies combined with the formation of the Dell
Software Group, Dell’s business is transforming from being a focused hardware provider to end-to-end
solutions provider. We are transforming the PartnerDirect program to support that transformation.
Q: How many Partners does Dell have?
A: Dell has over 130,000 Partners worldwide with about 3,800 being in the Premier and Preferred Partner tiers.
Dell Software Group has 13,000 Partners worldwide, many of whom also sell Dell hardware. Collectively,
these Partners represent all solutions and all regions around the world.
Q: How was the program designed?
A: Dell PartnerDirect is designed to be a different kind of channel program, one where Partner feedback and
experience are used to shape its future. The collaborative and responsive nature of PartnerDirect helps
create more opportunities and brings more flexibility and value to our Partners around the world.
Q: What are the levels of the PartnerDirect program and how is the overall program structured?
A: PartnerDirect is a tiered program that helps to enable Partners of all types and sizes to achieve success. The
program creates opportunities for every Partner segment from System Integrators and regional Partners to
LARs, and global partners. In addition, Dell offers a strategic program under the PartnerDirect umbrella
designed for Service Provider Partners.
Q: Am I required to sell Dell hardware if I participate in the PartnerDirect program?
A: No. You may continue to sell software only.
PartnerDirect offers three levels of Partner participation: Premier, Preferred and Registered.
PartnerDirect is designed to help ensure that increased performance and commitment from Partners in terms
of revenue, competency achievement, and other key requirements has the potential to earn increased levels
of benefit within the program.
PartnerDirect program structure: Now including software
Q: What are the key program elements of the enhanced PartnerDirect program?
A: There are four software-oriented competencies:
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Security
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Systems Management
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Data Protection (New)

Information Management (New)
Q: What are the requirements and benefits of the Premier and Preferred levels?
A: Each program level has requirements and benefits. An outline of key components is featured below.
Premier Partner Requirements
Key Premier Partner Benefits
Dell Registered Partner requirements, plus:
For Partners selling hardware only:
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Complete two or more PartnerDirect competencies*
Eight unique individuals (four sales and four
technical) must complete the competency training
requirements
One individual completes one Dell solutions training
course
PartnerDirect Premier Partner logo displayed on
partner’s website
Revenue requirements**:
Hardware Competency revenue requirement
 $1,000,000 (For China and SA in APJ) or $500,000
(For Rest of APJ partners) minimum sales of any
product covered by a PartnerDirect competency
during previous four rolling quarters.
Software Competency revenue requirement
 $250,000 minimum sales of any product covered by a
PartnerDirect competency during the previous four
rolling quarters, which must include at least $50,000
of sales of software licenses under the first
completed software competency and at least
$50,000 of sales of software licenses under a second
completed software competency.
Mixed Hardware and Software Competency revenue
requirement
 $1,000,000 (For China and SA in APJ) or $500,000
(For Rest of APJ partners) minimum sales of any
product covered by a PartnerDirect competency
during the previous four rolling quarters, which shall
include at least $50,000 of sales of software licenses
under a completed software competency.
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Free training to complete Competency
Higher product discounts within
Competency
Access to proposal-based MDF
Access to leads
Access to Certified Partner Resource Desk
“Find a Partner” listing on Dell.com
For Partners selling software only / mix of
hardware and software:
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Eligible for Premier Partner rebate program
(U.S. only)
Free training to complete competency
Higher product discounts within
competency
Access to proposal-based MDF
Evaluation and NFR key access
Market development funds for demand
generated activities
Access to leads
Access to Certified Partner Resource Desk
“Find a Partner” listing on Dell.com
Dell Preferred Partners
Dell Preferred Partners have completed competency requirements in one or more areas and are recognized
as experts in key Dell offerings.
Preferred Partner Requirements
Key Preferred Partner Benefits
Dell Registered Partner requirements, plus:
For Partners selling Software only:

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
Complete one or more PartnerDirect competencies*
Four unique individuals (two sales and two
technical) must complete the competency training
requirements
Revenue requirements**:
Hardware Competency revenue requirement
 $200,000 minimum sales of any product covered by a
PartnerDirect competency during previous four
rolling quarters.* APJ (South Asia – $450,000)





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Free training to complete competency
Higher product discounts within
competency
Access to proposal-based MDF
Evaluation and NFR key access
Market development funds for demand
generated activities
Access to leads
Access to Certified Partner Resource Desk
“Find a Partner” listing on Dell.com’
Software Competency revenue requirement
 $50,000 minimum sales of software licenses under
the completed software competency during previous
four rolling quarters.
Q: I have been buying from distribution; with the launch of the enhanced PartnerDirect program, am I now
required to buy from Dell directly?
A: No, you can continue to buy from an Authorized Dell Distributor.
Q: Over what time periods is revenue measured?
A: Revenue is measured annually. New Legacy Software Partners will be assessed based on 1 year from 1st Nov
2013, and thereafter align with the standard Dell audit cycle.
Q: When will the Partner re-classifications take effect?
A: The deadline for reclassification into the enhanced program is 1st Nov 2013. Partners who have achieved
Competency in their legacy programs by this date will be mapped to the appropriate Competencies in the
enhanced PartnerDirect program. Legacy program channel partners will then be “grandfathered” during
which time they can complete transition into the enhanced PartnerDirect program. Specific details for
Partners will be available in the PartnerDirect Guide and from Partner account managers.
Q: Who will be my account manager for Dell Software Products?
A: Your current account manager will remain your primary point of contact for all Dell Software needs.
Q: How long will it take for Partners to be elevated in PartnerDirect once they reach the required
threshold for advancement?
A: Partners are elevated to the appropriate level within the program as soon as they meet the
training requirements and revenue thresholds. This level is valid for 1 year from the date of
elevation and will be subject to annual audit once this validity expires.
Q: If special pricing is necessary to secure the deal and I have to go outside of the standard program,
will my deal registration discount still apply?
A: If pricing negotiation happens outside the core discount structure and special pricing is requested and
provided, Partners are no longer eligible for discounts offered through the standard PartnerDirect program.
Q: Are Global Partners included?
A: A Global Partner Program is currently under development. In the meantime, Global Partners should engage
their account managers for the appropriate engagement model within the program.
Q: Is it possible for Partners to participate in the program at different levels in different regions
or countries?
A: Yes, it is possible for a Partner that operates in multiple regions or countries to be at different levels across
regions or countries depending upon their ability to meet requirements for that entity. However, partners
cannot be at different levels within a single country.
Q: How do new Partners join the program?
A: Partners can join PartnerDirect today by going to dell.com/partner/join. It will just take a few minutes
and once approved, Partners will receive PartnerDirect Portal access and the ability to learn more about
the program and begin selling right away.
Q: How often do Partners have the opportunity to move to a new level?
A: Dell automatically “re-levels” Partners during standard audit periods every year based upon the Partner’s
performance and related activity. Partners may also be elevated as soon as they achieve the new level
requirements and will be eligible for all associated program benefits as earned.
Q: Where can I get more information on Dell products?
A: Partners may obtain more information about Dell products and solutions on the Dell Partner Portal.
Q: Can new Partners joining PartnerDirect after an acquisition sell both Dell Software and Dell
Hardware products?
A: Once Partners register as members of PartnerDirect they will be eligible to begin selling the Dell portfolio.
As a PartnerDirect Partner, you will continue to have the option to purchase solutions through your current
fulfillment process, whether through Dell or through distribution.
Q: What are the steps to highlight Referral opportunities in return for associated rewards?
A: This program will be officially announced on November 1, 2013, and the program details will be featured in
the Dell PartnerDirect Guide prior to availability. In the meantime, Quest channel partners may continue
to refer opportunities in exchange for associated payment through Quest Partner Circle Referral Program
available on PartnerZone.
Q: Does PartnerDirect govern and restrict account ownership?
A: No, PartnerDirect does not restrict account ownership. Any Partner can pursue opportunities in accounts
that have previously purchased directly from Dell Software Group or indirectly through other
PartnerDirect Partners. Opportunities will be managed exclusively through the Deal Registration process.
Q: Does this announcement have any impact on deal registration?
A: All Dell PartnerDirect Partners have the right to submit deal registrations for all Dell Software products
through the Dell Partner portal deal registration tool. All Quest Partner Circle tools and programs are also
still active and available for use, and any deal registered in either system will be honored and reviewed.
Q: How will PartnerDirect manage the registration of opportunities for solutions outside of the Partners'
competency?
A: PartnerDirect Partners may register solutions in any solution category, regardless of achieved Competency
or level. PartnerDirect will address all individual deal registrations on a case-by-case basis.
Q: How does Dell protect my customer’s end user data?
A: Customer information is protected consistent with the terms set out in Dell’s privacy policy, which can be
found at www.dell.com/privacy.
Q: Who should I contact for other Deal Registration questions?
A: Please contact your Partner account manager or send an email to: APJ_Partner_Experience@dell.com
Training and competency achievement
Q: Tell me more about the PartnerDirect program and Competencies.
A: The PartnerDirect program offers Competencies with specialized learning paths to validate and distinguish
expertise required for Partners to sell and deliver value-based software and hardware products, solutions
and services to customers. Partners that complete the PartnerDirect program Competency requirements
can increase their own profitability and deliver a unique competitive advantage to the marketplace.
Q: How do the PartnerDirect Software Competencies align to Dell Software solutions?
A: Visit the Software Training & Competency Page on the PartnerDirect Portal for information on what is
available today and what is coming soon.
Q: Are there training requirements for all Partners?
A: There are no training requirements for Registered Partners. Premier and Preferred Partners are required to
complete training. Please see the PartnerDirect Competencies at a Glance brochure for more information.
Q: Who in my company should participate in training?
A: PartnerDirect provides Premier, Preferred and Registered Partners with high-value educational opportunities
to help build your business. The training curriculum is designed for Partner Sales and Technical staff.
Q: How many people are required to complete the competency training?
A: A Premier Partner is required to have FOUR sales and FOUR technical unique individuals complete the
learning path.
A Preferred Partner is required to have TWO sales and TWO technical unique individuals complete the
learning path.
Q: Can the same individuals complete the training in multiple competency areas?
A: At the Premier level, a total of EIGHT unique individuals complete the competency requirements (FOUR
sales, FOUR technical). These same EIGHT unique individuals can complete the requirements in other
competencies.
At the Preferred Partner level, a total of FOUR unique individuals complete the competency requirements
(TWO sales and TWO technical). These same FOUR unique individuals can complete the requirements in
other competencies.
Q: Does PartnerDirect charge for training?
A: All Sales and Technical online training courses to achieve Competency requirements are free. Instructor-led
and other optional courses may charge a fee.
Q: How do I access the online training for the software competencies?
A: Please contact your local Partner Account Manager or send an email to APJ_Partner_Experience@dell.com
Q: Will the software implementation level classes continue to be offered?
A: Yes, these classes will continue to be offered and the instructor-led course schedule and registration
information is available on the PartnerDirect portal. Additionally, please contact your local Partner
Account Manager or send an email to APJ_Partner_Experience@dell.com
Q: Is there a contact for other Training and Competency requirement questions?
A: Yes. Please contact your local Partner Account Manager or send an email to
APJ_Partner_Experience@dell.com
Marketing
Q: I’m a former Quest Partner Circle partner. Do I still have access to PartnerZone?
A: Yes, PartnerZone is still available, but it will be discontinued in the coming months. We encourage you to
join Dell’s PartnerDirect program and begin using the PartnerDirect Portal. We will notify you before
PartnerZone is discontinued. To register for PartnerDirect, please visit www.dell.com/partner/join.
Q: I’m a former SonicWALL channel partner. Do I still have access to PartnerLink?
A: Yes, PartnerLink is still available but it will be discontinued in the coming months. We encourage you to
join Dell’s PartnerDirect program and begin using the PartnerDirect Portal. We will notify you before
PartnerLink is discontinued. To register for PartnerDirect, please visit www.dell.com/partner/join.
Q: I’m a former AppAssure channel partner. Do I still have access to AppAssure’s channel partner site?
A: Yes, the AppAssure channel partner site is still available but it will be discontinued in the coming months.
We encourage you to join Dell’s PartnerDirect program and begin using the PartnerDirect Portal. We will
notify you before the AppAssure channel partner site is discontinued. To register for PartnerDirect, please
visit www.dell.com/partner/join.
Q: Are there any changes to the Quest and SonicWALL MDF Programs?
A: The Quest and SonicWALL MDF programs will both remain in-place and will be integrated in the coming
months.
Q: Who should I contact with other marketing questions?
A: Please send an email to the Certified Partner Resource Desk at certifiedpartner_r@Dell.com
Contracts
Q. Do channel partners in acquisition company partner programs need to enroll in the
PartnerDirect program?
A. Yes, we are asking all channel partners that are not currently members of Dell’s PartnerDirect program to
go to: www.dell.com/partner/join, and complete the Partner application. Partners that are in the top two
tiers of any legacy channel partner program will be getting a personalized letter informing them of their
level in the PartnerDirect program.
Q: Do the enhanced PartnerDirect program terms supersede existing contracts currently in place
with Quest, SonicWALL and AppAssure?
A: Our intent is to transition all legacy channel partner Programs into Dell’s PartnerDirect in the future.
Q: What can Registered Partners expect as it relates to new agreements under the PartnerDirect program?
A: All Partners, including Registered level Partners will be required to sign up for PartnerDirect in order to
participate in of Dell’s Partner program and acquire Partner rights to Dell Software Group products
Q: If I have a question regarding the enrollment form or the program terms, who should I contact?
A: If you have any questions about your PartnerDirect agreement, please contact your Partner Account
Manager directly for assistance.
Competency details & scenarios
Q: How is the enhanced PartnerDirect structure different from the previous structure?
A: There are a few changes and additions to the PartnerDirect Competencies. These include:
 Dell’s enhanced PartnerDirect program offers simplicity, flexibility and choice, quickening Partner
time-to-profitably by helping to enable the sale of end-to-end and point solutions through one simple
program. This program encompasses four software-oriented competencies supporting the capabilities of
Dell Software and much more.
 Additional revenue and profit opportunities for hardware and software Partners and for those selling
integrated solutions.
 Choice and flexibility for Partners, allowing engagement across multiple Competencies and learning
paths.
 Four software Competencies:
o
o
o
o
Security
− Identity & access management; network security; endpoint security; email security
Systems Management
− Client management; performance monitoring; Windows Server management;
virtualization and cloud
Data Protection (New)
− Enterprise backup/recovery; virtual protection; application protection; disaster
recovery
Information Management (New)
 Partners who want to specialize and go deeper in focused areas now have the ability to achieve Premier
Partner status through the Advanced Competency path.
o For example, a Partner who specializes in firewall Security will complete the core curriculum to
achieve Specialization requirements in the firewall security learning path, in addition to this there is
an advanced curriculum designed to drive an deeper level of expertise in that Competency.
 Partners with a broader technology focus now have the ability to achieve Premier Partner status through
the Multiple Competencies path.
o
Scenario examples:
− A Preferred Partner with Storage (HW) Competency completes the Data Protection (SW)
Competency to expand revenue potential, thereby achieving Premier Partner status.
− A Preferred Partner who has completed a Client Management (SW) Specialization within the
Systems Management (SW) Competency could earn a Windows Server Management (SW)
Specialization within the same Competency to achieve Premier Partner status.
− A Preferred Partner who has completed a Client Management (SW) Specialization within the
Systems Management (SW) Competency could earn an Identity and Access Management (SW)
Specialization within the Security (SW) Competency to achieve Premier Partner status.
Q: How will these new Software Competencies and revenue thresholds work in conjunction with Hardware
Competencies and revenue thresholds?
A: There are many unique scenarios that may arise with the introduction of four Software Competencies
aligning to unique revenue thresholds in the enhanced PartnerDirect program. Following are highlights
of several common scenarios for illustration purposes. Please consult your channel manager or PRD
representative with questions specific to your own business model.
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A Partner completes all training requirements for the Data Protection Competency and achieves $50K
in annual revenue is considered a Preferred Partner.
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A Partner holding Storage and Server Competencies and $500K in annual revenue in Dell enterprise
products also completes the Data Protection and Security Competencies with annual Software revenue
of $250K is considered a Premier Partner.
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A Partner holds the Server Competency with $200k in annual revenue in enterprise products. This
Partner also completes all training requirements for the Data Protection and Security Competencies
with annual Software revenue of $250K is considered a Premier Partner.
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A Partner completes Data Protection and Information Management Competencies and achieves $250K
in annual Software revenue is considered a Premier Partner.
While Partners can complete multiple Competencies, they can only hold one status within the
PartnerDirect program: Premier Partner, Preferred Partner or Registered Partner.