Dell Shifts Majority of Storage Sales to Partners

The strategic move aims to incentivize the channel to increase sales in a sluggish market.

By Larry Walsh

Dell has announced its new “partner-first strategy for storage,” which commits 99% of Dell storage sales to partners. This is a significant shift for Dell, traditionally viewed as a company focused on direct, in-house sales.

By incentivizing Dell sales representatives to work with partners on storage opportunities, Dell is clearing the road to drive more partner-led business. Partner-led sales typically come with a lower overall cost for vendors than direct sales. This move signals that Dell wants to increase the channel contribution toward storage sales amid challenging market conditions.

In the announcement, Dell said it would increase the number of accounts available to partners for storage “partner of record” status four...

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