FEB 2, 2019 - JAN 31, 2020

DELL EMC 2019

PARTNER
PROGRAM
GUIDE

Copyright © 2019 Dell Inc. or its subsidiaries. All Rights Reserved. Dell, EMC and other trademarks are trademarks of Dell Inc. or its
subsidiaries. Other trademarks may be trademarks of their respectitve owners.
 Our mission is to be the best,
in the eyes of our partners.
Simple. Predictable. Profitable.™

All new beginnings hold infinite possibilities, and 2019 is no different. It’s the year of the data-driven digital ecosystem, when
we’ll continue to unlock the power of data to deliver value to businesses in ways never imagined a few short years ago. 5G
will come to life, edge computing will kick into high gear and Gen Z will enter the workforce with higher technical expectations
and sophistication than any generation before. Through all this change, Dell Technologies will be by your side, helping you
deliver transformational solutions and navigate unchartered territories. Together, we’ll help our customers reach new heights.

The Dell Technologies partner community continues to inspire me. You’re helping us reach new customers, win awards
and shatter industry records. You’ve helped us deliver results we could never dream of achieving on our own. Quite simply,
partners are vital to Dell Technologies’ success. That’s why in 2019, we will continue to work tirelessly to be seen as the best
in your eyes.

We’re constantly listening to our partners, preserving the areas you’ve told us are going well, and improving where we still
need to work. The 2019 Dell EMC Partner Program is a product of your feedback. With your guidance, we’re raising the bar
on what it means to be Simple. Predictable. Profitable.™

Together, Dell Technologies and our partners have achieved extraordinary results. In fact, over the past year, the Dell
Technologies global channel delivered $49 billion in orders1. That’s incredible, but only scratches the surface of the $3 trillion
marketplace. We still have so much opportunity to grow and accelerate our gains together. This year we’ll take another giant
leap forward.

With my utmost gratitude, thank you for your terrific partnership. This is our year. Let’s make it the best one yet.

Joyce Mullen
President, Global Channel, OEM & IoT

@JoyceatDell
Based on trailing twelve months (TTM) order run rate as of Q3FY19
1
© Copyright 2019 Dell Inc. All Rights Reserved. |  2
 6 Guiding Principles
1
Channel partners are integral to Dell EMC’s overall success in
delivering an excellent customer experience.

2
Dell EMC commits to deliver a simple, predictable & profitable partner program.

3
Sales engagement between Dell EMC and our Channel partners will include
elements of Deal Registration, joint territory/account planning and teaming
agreements. These are designed to build trusting, long-term relationships that
result in satisfying our mutual customers.

4
Dell EMC commits that conflict will be managed and resolved
with the highest level of prioritization and transparency.

5
Dell EMC commits to offer comprehensive training and enablement
to our Channel partners for all Dell EMC solution offerings.

6
Dell EMC commits to strengthening relationships with Distributors
to develop & enable a robust Partner Community.

© Copyright 2019 Dell Inc. All Rights Reserved |  3

Table of Contents

OVERVIEW.............................................................................................................................................. 6

REQUIREMENTS & BENEFITS............................................................................................................ 7

WORKING WITH DELL EMC............................................................................................................... 11

RESOURCES & TOOLS........................................................................................................................14

#1 Partner Program of 2018

Channel Pro Readers’ Choice

Winner 2018 CRN

5-Star Partner Program

27 Dell EMC Women Honorees

including 5 recognized in the Power 100

© Copyright 2019 Dell Inc. All Rights Reserved |  4

Dell Technologies Advantage
Unparalleled Leadership from the Edge to the Core to the Cloud

A technology leader and an innovator with world-class enterprise sales and support

Dell EMC Services & Serving Patents & Patents

Support team members Applications

34,000 99% 25,188

of the Fortune 500

Research & Presence in

Development

$12.8B 180
countries
in last 3 financial years. 1

#1 NAS
#1 Open SAN
#1 Storage Software
#1 x86 Server Units
#1 x86 Server Revenue
#1 Converged Systems
#1 Hyperconverged Systems
#1 Purpose-Built Backup Appliance
#1 Public & Private Cloud IT Infrastructure
#1 All-Flash Arrays and Hybrid Flash Arrays
#1 Enterprise Storage for Private Cloud IT Infrastructure
#1 Certified Reference Systems and
Integrated Infrastructure
#1 External Enterprise Storage Systems
(Entry, Midrange and High End)
#1 Workstations
#1 Monitors

1
Dell Technologies’ cumulative R&D investment includes
EMC amounts prior to the merger transaction date of September 7, 2016. © Copyright 2019 Dell Inc. All Rights Reserved |  5
 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Ecosystem
Dell EMC is part of the Dell Technologies family of businesses, enabling
organizations to modernize, automate and transform. Dell EMC provides
a trusted foundation to develop new and better ways to work through
hybrid cloud, the creation of cloud-native applications and big
data solutions.

The Dell EMC Partner Program has multiple tracks for different Partner types.

SOLUTION PROVIDERS DISTRIBUTORS OEMS

CLOUD SERVICE PROVIDERS

SYSTEMS INTEGRATORS TECH CONNECT
& STRATEGIC OUTSOURCERS

The rest of this guide will be focused on our Solution Provider Partners.

© Copyright 2019 Dell Inc. All Rights Reserved |  6

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Program Tiers & Requirements

The Dell EMC Partner Program Tiers each have
their own revenue and training requirements,
enabling partners to progress beyond the entry
level Authorized status.

Authorized Gold Platinum Titanium

Approved Application l l l l

Revenue Thresholds (Product and Services) $ $$ $$$

Training Requirements

Benefits increase with greater commitment to the program.

Flexible and Aligned Training

Partners have the ability to complete different combinations of training, while progressing to
higher Tiers, based on their business models. Training is available across Dell EMC’s extensive
portfolio so that our Partners can gain expertise in areas that align to their core competencies.

For more information, see the Requirements and Benefits document.

© Copyright 2019 Dell Inc. All Rights Reserved | 

  |  7
 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Tier Benefits
As your Tier progresses, so do your benefits.

These benefits are available to all Dell EMC Partners, regardless of whether you procure directly
with Dell EMC or indirectly through your Preferred Distribution Partner.

Simple. Predictable. Profitable.TM

Authorized Gold Platinum Titanium

Partner Portal access including enablement tools, sales aids,
and marketing campaigns & tools l l l l
Partner Program Tier logo usage l l l l
Financial Services: Payment and Working Capital Solutions
for partners and customers l l l l
Valuable product & solution training and
Partner Academy access l l l l

Deal Registration access (via Distribution or Dell EMC) l l l l

Ability to resell solutions from approved Dell EMC Cloud
Service Providers (Cloud Partner Connect) l l l l
Go-To-Market Programs; Partner of Record through Partner
Preferred and/or Storage & Server Incumbency Program l l l l

MyRewards points based reward program for individual

sales makers** l* l l l
Access to Dell Solutions and Briefing Centers including
Online Demo Center l l l
Eligiblity for Find a Partner to drive brand awareness
& prospective leads l l l
Proposal-based Marketing funds (potential eligibility) l l l
Earned Marketing Development Funds (MDF) l l
Priority access to Dell-generated leads l l
Partner Advisory and Technical Advisory Boards (by invitation) l l
Highest rebate potential and executive support l

*
Excluding EMEA
**
Greater China is currently not eligible
© Copyright 2019 Dell Inc. All Rights Reserved |  8
 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Financial Benefits
Profitability is foundational to your business and a cornerstone of our program.

Gold, Platinum and Titanium Partners are eligible to earn

these compelling rebates.

Base Growth
Base rebates reward sales on eligible Growth rebates reward successfully
lines of business, paid from dollar one growing your respective Dell EMC lines
with no caps. of business over time.

New Business Incentives Service Rebates

Additional incentives are awarded for Attach services to earn additional
bringing new customers to Dell EMC, and rebates and strengthen the overall
for expanding into new lines of business. customer solution.

Marketing Development Funds (MDF)

Dell EMC offers two types of Marketing Development Funds including Earned and Proposal-based
MDF. Earned MDF rewards qualified partners with predictable funding, which is accrued based on
revenue / rates based on type and tier. Proposal-based MDF represents incremental discretionary
funds provided to partners based on strategic proposals aligned to regional sales and marketing
priorities. Both funds serve to support a breadth of marketing activities.

To see more great program incentives, visit the Incentives page on the Partner Portal.

© Copyright 2019 Dell Inc. All Rights Reserved  |  9

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Your Journey.
Your Rewards.

It’s time to get excited! TOP ACHIEVER*

The Global Dell EMC MyRewards program is
LEVEL 3*
your sales maker reward program. If you’re
ambitious for more, and serious about LEVEL 2*
selling, the way forward starts here.
LEVEL 1*

*Sales Rep and Sales Engineer credential requirements vary at each level.

Get on the fast track with

MyRewards. Learn More. Sell More.
Get More.
+ Enriched reward platform with
simple navigation and personalized, MyRewards is open to sales makers at Dell
engaging content. EMC Solution Providers.2 Enrolled members
define their journey as they rise from Level
+ Simple Express Claiming to save your 1 to a Top Achiever, earning up to 3x bonus
time and earn points faster!
points for the same sale by completing eligible
training credentials.
+ Bigger and better promotions with up
to 3x bonus point opportunities.

+ Thousands of rewards including

virtual p
 repaid cards, merchandise,
sporting events and experiences as
well as global travel.1

1
Rewards catalogs will vary by a member’s level in the program, region and country.
2
Greater China is currently not eligible. © Copyright 2019 Dell Inc. All Rights Reserved |  10
 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Training & Competencies

Dell EMC offers training and
• Individual and company recognition
competencies with the flexibility to
specialize in certain Dell EMC solution areas. • Same training as Dell EMC
Spanning sales, technical, services and internal teams
marketing, these trainings ensure each partner • Simplified learning paths with
has the appropriate knowledge and skillset to investment protection for
meet their customers’ needs. returning students

By completing competencies, partners can benefit from increased sales due to greater
expertise with Dell EMC products and solutions. Additionally, as partners complete more
competencies, they will have the opportunity to progress to higher Program Tiers and
receive greater rewards along the way. Services competencies allow partners to build service
delivery capabilities at the product portfolio level.

Portfolio Solutions Service Delivery

Competencies Competencies Competencies

Core Client
Client Workstation
Client Services
Solutions Wyse for VDI
Client Data Security

Storage Services
Storage
Data Protection Services
Data Protection
Converged /
Converged / Business Applications Hyper-Converged
Hyper-Converged Infrastructure Services
Infrastructure Data Analytics
Services Competency
Infrastructure High Performance Compute (HPC)
Solutions Hybrid Cloud
Server Internet of Things (IoT) Server Services
Software Defined Infrastructure

Networking Networking Services

© Copyright 2019 Dell Inc. All Rights Reserved | 

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 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Partner Engagement with Dell EMC

Rules of Deal Go-to-Market

Engagement Registration Programs

Dell EMC has a core set of Rules Dell EMC is committed to To drive predictability of
of Engagement that permeate the rewarding partners for driving new engagement and strong
behavior of the entire organization. business through a fully integrated collaboration we have several
There are guiding principles for and streamlined process, as go-to-market programs in place,
these rules of engagement, namely well as a globally enforced underpinned by Partner of Record
the integral role that partners play Rules of Engagement. The Deal (PoR), which partners can earn
in Dell EMC’s overall success to Registration program helps protect into an account for a line of
delivering an excellent customer those partners who actively business, assuring Dell EMC sales
experience. Dell EMC’s leadership promote Dell EMC’s products teams will work with them on
team takes any infractions to and solutions to their customers. future opportunities.
these rules very seriously. Partners with registered and
The Partner Preferred Program
approved opportunities may
enables partners to earn PoR
receive financial benefits as well as
status when they drive new
protection from conflict. To assure
business in underpenetrated
a seamless experience between
accounts. This is supported by
our partners and sales teams, we
higher discounts through Deal
also have a neutral team that
Registration, a commission true-
helps enforce our Deal
up for Dell EMC sales teams
Registration rules.
to minimize conflict, and joint
account planning.

The Storage & Server Partner

of Record Incumbency Program
further protects partners’
historical investments in their
customers, giving them PoR status
on accounts where they already
have strong relationships.

© Copyright 2019 Dell Inc. All Rights Reserved |  12

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Purchasing & Financing

With Dell EMC, simplicity and flexibility is at the forefront of what makes our program
and our partners extraordinary. Depending on location, Solution Providers have
two routes to purchase from Dell EMC: one is in a direct capacity and the other
through one of Dell EMC’s Authorized Distribution Partners.

Dell EMC is proud to partner with the most elite set of Distributors
in the market.

Our Distributors span the globe, allowing us to grow and scale with our entire Solution Provider
community. New Solution Providers who join the Dell EMC Partner Program will procure through
one of Dell EMC’s Authorized Distributors, who play a critical role in the onboarding process.

Visit the Partner Portal to find a Dell EMC Authorized Distributor in your country.

Configuration and Purchasing Tools*

Dell EMC offers a variety of configuration, quoting and purchasing capabilities tailored to meet your
procurement needs. These valuable resources are available for all partners within the Partner Portal so you
can offer a more seamless experience to your customers.

Financial Services: Payment Solutions*

Dell Financial Services (DFS) delivers innovative payment solutions for hardware, software and services,
allowing your customer’s organization to align and scale the cost of IT solutions with technology
consumption and budget availability**. Flex on Demand, one of five OpenScale Solutions from DFS, allows
your customer to acquire elastic capacity and only pay for what they use. This structure pays you upfront a
one-time fee based on the committed contract value and alleviates your risk on credit or usage. Additionally,
DFS can finance the total solution for your customers, including Dell EMC and non-Dell hardware, software
and services, as well as your services.

Visit DFS on the Partner Portal for more details.

Dell EMC’s Working Capital Solutions (WCS)*

In partnership with leading financial institutions, Dell EMC offers extended payment terms and increased
credit capacity to enable our partners to grow their business faster.

*Some tools or services might not be available for Partners in all locations.
**Payment solutions provided and serviced by Dell Financial Services L.L.C. or its affiliate or designee (“DFS”) for qualified customers. Offers may not
be available or may vary in certain countries. Where available offers may be changed without notice and are subject to product availability, applicable
law, credit approval, documentation provided by and acceptable to DFS and may be subject to minimum transaction
© Copyright size.Dell
2019 Offers
Inc.not
Allavailable for
Rights Reserved |  13
personal, family or household use.
 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Partnering with
Dell EMC Services
As customers embrace digital transformation,
they look for partners who can deliver complete
solutions through the rapid adoption and
optimization of technologies and the business-
critical services to support them.

Dell EMC Services provides flexible options for how

you deliver services to customers.

We provide many opportunities to improve your profitability

when you include services.

Resell Dell EMC Services Partner Delivered Services

• Earn Rebates to increase • Increase margin opportunities
profitability
• Enhance your services capabilities
• Expand your service offerings with by obtaining Services Delivery
our comprehensive portfolio Competencies
• Leverage our expertise to provide • Access proven methods, tools and
exceptional services to your best practices
customers

Visit the Partner Portal to learn more.

© Copyright 2019 Dell Inc. All Rights Reserved |  14

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Partner Portal
The Dell EMC Partner Portal is a one-stop shop for all of your Program needs, providing
access to tools and resources including:

• Sales, configuration and quoting • Services delivery and resell

• Deal Registration • Partner program & compliance tracking

• Training and Competencies • Payment & financing solutions

• Product and Solutions • Partner support services

• Marketing and Campaigns • News and events

For more information, visit DellEMC.com/partner

© Copyright 2019 Dell Inc. All Rights Reserved |  15

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL EMC & TOOLS

Sales Tools
Quick, easy access to essential tools and resources helps introduce new products to your customers,
gather core requirements, configure solutions, generate persuasive proposals and much more.

Calculators & Advisors

Generate more sales and improve productivity by equipping your staff with the latest product information,
messaging and positioning. From filling the pipeline, to making transactional sales and closing larger deals,
these solution-focused materials address every stage of the sales cycle.

Customer Solution Centers

Global network of dedicated facilities that provide an end-to-end solution experience with exclusive access
to Dell EMC experts. Enabling you to strategize, architect, validate and build solutions that supplement your
Online Demo Center access.

Demo Program
Purchase Dell EMC Storage, CI, HCI and Data Protection products at discounted pricing. The Demo
Program can be used to support customer demonstrations, proof of concepts in your own labs and internal
team training. Purchases can also be supported using Partner Earned MDF.

Knowledge Center
Close deals faster with a comprehensive set of sales resources and assets including Products, Solutions and
Services through Knowledge Center - helping you position the best solution to your customers.

Proposal Tools
Generating persuasive proposals has never been easier with Dell EMC proposal-ready content and powerful
document automation capabilities.

© Copyright 2019 Dell Inc. All Rights Reserved |  16

 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL EMC & TOOLS

Marketing Tools
Grow your business faster by taking advantage of Dell EMC’s full portfolio of marketing tools and
resources to drive increased awareness, generate leads, win customers and close more deals.

Find a Partner
Enabling customers to easily locate qualified Dell EMC partners to help solve their business problems. Drive
increased awareness for your company by updating your profile today.

Marketing Concierge
A great option for partners who want to leverage pre-screened full-service and specialty agencies,
Marketing Concierge offers partners agencies, fully-trained in Dell EMC programs, who are ready to help
plan and execute marketing activities to best utilize partners’ marketing development funds (MDF).

Marketing Institute
Where individuals can earn marketing credentials and expand their knowledge around the marketing
resources available. From MDF planning and management guidance to demand tools.

Digital Marketing Platform

Generate leads more efficiently while
maximizing your return on investment and
minimizing the time and cost associated
with your marketing efforts.
Whether you are looking for;
• Content syndication for your website
• Pre-populated social content with
images and Call To Actions (CTAs)
• Cobranded materials including emails, online
banners, brochures or
• The opportunity to browse the concierge
marketplace in order to leverage expert
marketing services
 he Digital Marketing Platform has what
T
you are looking for!
© Copyright 2019 Dell Inc. All Rights Reserved |  17
 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL EMC & TOOLS

Campaigns
Access to hundreds of Dell EMC product and solution
images, logos, campaign collateral, and turnkey Activation
Packs for use in your marketing initiatives.

Medium Business Workforce Transformation

Target the mid-market with a dedicated Dell The modern workforce is changing - demanding
EMC campaign demonstrating innovative smarter, faster end-user experiences that
solutions from endpoints to infrastructure. remove obstacles, so they can get and stay
Help your customers adopt transformative productive more quickly and easily. Only
technologies to maximize performance, Dell provides a unified, dynamic solution
compete, and grow. delivering integrated industry-leading software
and services that automate deployment,
management and support, while providing end-
user security for devices and data no matter
where your data goes.

IT Transformation Unlock & Protect Data Capital

In today’s digital economy where insights from The data that an organization possesses has
data are critical, IT drives the business. Dell value, and is essential to their ongoing success.
EMC provides the broadest and most capable Dell EMC Storage & Data Protection solutions
infrastructure portfolio, enabling organizations are uniquely equipped to help organizations to
to scale and grow as they unlock the maximum strengthen and differentiate their businesses by
value of the data from their existing and extracting the value of their greatest asset:
emerging workloads, creating new opportunities data capital.
and powering innovation. Use our Unlock & Protect Data Capital
Use our IT Transformation campaign to campaign to assist with positioning Dell EMC
engage your customers about their entire storage and data protection solutions.
datacenter needs.
© Copyright 2019 Dell Inc. All Rights Reserved |  18
 GET STARTED TODAY
DellEMC.com/Partner

#1 Claims: IDC WW Quarterly Enterprise Storage Systems Tracker, 2018Q2, September 6, 2018, Vendor Revenue, IDC WW Quarterly Purpose-Built Backup Appliance Tracker, 2018Q2, September 13, 2018, Vendor Revenue, IDC
WW Quarterly Cloud IT Infrastructure Tracker, 2018Q2, September 27, 2018, Vendor Revenue, IDC WW Quarterly Converged Systems Tracker, 2018Q2, September 25, 2018, Vendor Revenue, IDC WW Quarterly x86 Server Tracker,
2018Q2, September 5, 2018, Units and Vendor Revenue, IDC WW Quarterly Storage Software & Cloud Services QView, 2018Q2, September 6, 2018, Vendor Revenue * Dell EMC is statistically tied with NetApp in AFA (NetApp w/
27.4% rev. share and Dell w/ 26.8%), IDC WW Quarterly PC Monitor Tracker, IDC Quarterly Workstation Tracker, Q3 2018 (based on units).