Dell EMC accelerates partner growth through expanded storage loyalty program, new rebates and incentives for storage, HCI and services


Dell EMC continues to provide significant benefits to partners and customers looking to take advantage of its leading enterprise and client technology portfolio and comprehensive services offering.

For customers, the extended Future-Proof Storage Loyalty Program offering ensures confidence when buying performance storage products, whilst partners gain strong competitive differentiation within the channel, along with a solution that can facilitate shorter sales cycles and strengthen relationships with customers. In addition, the increased revenue tier attainment accelerators for storage appliances and services provide partners with powerful incentives and opportunities to drive business growth.

Dell EMC's new business protection program safeguards distributor business pipelines with Authorised partners, providing additional reassurance and revenue protection. These updates demonstrate Dell EMC's ongoing dedication to helping all of its partners to grow their businesses through the Simple. Predictable. Profitable. Partner Program.

"Our partners are integral to our success as a business, and we're constantly striving to improve our offering of support, incentives and resources to help our partners to grow hand in hand with Dell EMC," explains Michael Collins, Senior Vice President, Channel, Dell EMC EMEA. "We've responded directly to feedback from our partners at every level, with new programs and features, to create a unique and highly successful Partner Program offering opportunities to develop and expand in an increasingly competitive marketplace. With the introduction of the customer satisfaction program and new best-in-class product offerings, rebate incentives, support tools and training materials, we're ensuring that our partners meet their customers' IT needs, whilst enabling them to become trusted advisors to enterprise IT teams, looking to access the full benefits of modern technology."

Dell EMC extends Storage Loyalty Program for customers and adds new incentives for partners

Dell EMC's new Future-Proof Storage Loyalty Program, launched in November, gives customers a three-year satisfaction guarantee, hardware investment protection, a storage efficiency guarantee, seamless data migrations and one year of built-in Virtustream Storage Cloud on Unity all-flash products. Dell EMC has since increased the benefits available from its storage portfolio, by expanding the range of eligible product lines to include high-end, unstructured, and data protection storage products.

For customers, the program provides investment protection to ensure value for the entire lifetime of Dell EMC's world-class technology applications and capabilities. For partners, it represents an opportunity to differentiate their offering, strengthen customer relationships and grow their own businesses with Dell EMC's leading storage offering for midrange and high-end applications. The new Future-Proof Storage Loyalty Program now includes the Dell EMC VMAX All-Flash, XtremIO X2, Isilon, ECS (Elastic Cloud Storage) appliance, Data Domain and Integrated Data Protection Appliance (IDPA) along with the Dell EMC Unity and SC Series.

Included in the Future-Proof Storage Loyalty Program is the Clear Price Maintenance Framework for Storage Appliances, providing predictable maintenance rates and additional services upon the renewal of maintenance contracts. Partners will now be able to offer customers a two-tiered maintenance pricing structure for prepaid and renewal maintenance contracts on eligible storage appliances.

Dell EMC has also introduced a new #GetModern with All-Flash incentive, which enables partners to better assess and meet the needs of their customers' specific applications, whilst receiving rewards from Dell EMC for successfully implementing the #GetModern tool for business growth. With every approved Modern Infrastructure Assessment and Proposal, partners can achieve significant rebate rewards on Dell EMC Unity, SC Series, VMAX or XtremIO product lines.

New Program Tracking tool allows partners visibility into program status

In addition to the unified rebate and MDF tool launched earlier this year – extending visibility into earned rebate benefits to partners – Dell EMC is proud to announce the launch of a new program tracking tool to provide detailed visibility into how channel partners are performing towards the program requirements. The tool has been developed in line with partner feedback to provide a platform to track program status and enable strategic improvement planning.

The Dell EMC Program Tracker is available for solution providers via the Partner Portal and provides insight into completed training, competencies, overall revenue, and services revenue, in addition to specific training plans that ensure partner organisations are aligned with the Dell EMC business and able to grow through the Partner Program.

VxRail joins the new business incentive rebate program

As part of its continued commitment to providing partners with a simple, predictable and profitable offering, Dell EMC is now including its hyper-converged infrastructure VxRail product line in its new business incentive rebate program. This has come as a direct response to partner requests for the inclusion of VxRail appliances in the Dell EMC NBI offering and it will provide channel businesses access to benefits and rebates for sales to new Dell EMC customers. The VxRail incentive program will be made available to all partners that are certified within the three tiers Gold, Platinum, Titanium as well as those included in the Titanium Black status.

Dell EMC offers greater incentives on services to help partners grow their businesses

Dell EMC has announced a new How to Win with Services toolkit to help partners understand how they can grow their services opportunities. It includes an understanding of the robust Dell EMC services portfolio, including consulting, deployment, support and training and how these services align to individual product lines. In addition, we provide sales guides to ensure partners are able to position the right offer based upon the customer's technology and business needs. These guides, coupled with the delivery requirements documentation, will help to simplify how partners sell, position and leverage services to achieve business growth and customer satisfaction.

To further simplify the services portfolio, Dell EMC is now offering the ProSupport Enterprise Suite across the majority of its enterprise storage portfolio. This makes it easier for Partners to position and sell ProSupport and build more value around Dell EMC storage solutions. As a result, customers derive more value from their investments with the support expertise and insights automated and predictive tools and innovative technology across the globe.


  • The Dell EMC VMAX All-Flash, XtremIO X2, Isilon, ECS (Elastic Cloud Storage) appliance, Data Domain and Integrated Data Protection Appliance (IDPA) are already available on the Dell EMC Future-Proof Storage Loyalty Program and the offering is open to all partners and distributors trading in EMEA.
  • Dell EMC Program Tracker is already available for solution providers via the Dell EMC Partner Portal.
  • Dell EMC VxRail hyper-converged appliances NBI is available since Q4FY18.
  • The Dell EMC How to Win with Services toolkit is already available to partners via the Dell EMC Partner Portal.
  • Dell EMC ProSupport and ProDeploy are already available for the entire Dell EMC enterprise storage portfolio.

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