Our distribution strategy has not changed

Longtime Dell sales chief Bill Scannell on file

Dell Technologies president of global sales Bill Scannell said there have been no changes to the company’s go-to-market strategy this year and that conflicts – Dell’s direct sales force directly taking existing partner accounts or falsely causing partners to be denied registration – are far and few between.

“Is this happening? I believe it is happening. I don’t think these people are lying to you. I’m sure there are isolated examples. We do hundreds of thousands of transactions per quarter. So, are there any outliers where it didn’t go as planned? I’m sure there are. Bring it to me. Bring it to our channel organization. Leave it to us,” said Scannell, a 35-year Dell EMC veteran who took over the combined Dell, EMC and channel sales organization in 2019. rules of engagement that will let sales teams know that this is not how we are going to do business. It’s not acceptable. This is not part of our culture at Dell and we will not tolerate it. But I’m sure they’re aberrant. If that was how we operated consistently, the chain wouldn’t have grown 34% last quarter.

Several high-level Dell solution providers have stated CRN that Dell’s direct sales force is now not only competing with them for Customer Solutions Group (CSG) deals and opportunities, as CRN reported in September, but also for storage, server , hyperconverged infrastructure and network Dell.

Scannell, however, said there were no direct or channel strategy changes in 2021, with strong revenue growth for both the channel and Dell direct.

“Let me start by saying that our strategy has not changed. There were a lot of questions: “Have we changed our strategy? Our strategy is to grow faster than the market and through all avenues of market access, whether directly with our customers, or through our partners, or through our alliance partners,” said Scannell. “It’s on the whole portfolio.”

In an interview with CRN, Scannell answered questions about Dell’s go-to-market strategy, including rules and regulations for registering partnership agreements, compensation plans, channel discounts and Dell Apex offers as a service.

“I always say, ‘If you walk down the street, you see a bag of money, what do you do? You pick it up. There’s a lot of money out there for Dell and our vendors, and for our partners to fetch and win,” Scannell said. “We’re winning in the marketplace. We’re increasing our share. We’re exceeding our customers’ expectations. And quite frankly, overall, 99% of our channel partners say they win with Dell and love working with Dell. It’s always that one percent, and I recognize that’s part of life.

Tanya J. Hill