Dell is looking again at its global distribution strategy with a view to reducing the over 150 two tier channels it has that have been added to over the last few years by its acquisition programme.
Bob Skelley, Dell executive director for global channel marketing and partner programmes tells Comms Dealer sister publication IT Europa that distribution is being sorted out now.
"We're giving the Dell community a choice in how they acquire solutions. But we want that to be based on the value- add, not the price. We can't set the price. If there is something in the relationship between partner and distributor that is incremental to how they engage with Dell, then we want to continue to use that."
But he acknowledges that Dell has too many two-tier channels.
"We have to settle on what our distribution strategy is, looking at all parts, and both broad-line and speciality. We have to look at the marketing with them, the training and enablement, the skills as we turn on in distribution. All of that we have to work through. So we now have Alan Fenton who was a strategist when we first launched the channel and understands it well, looking at this globally now."
"The channel partner community is easy - it's the distribution channel [that is hard]; if we make a decision to have a set number for a country or region, and we make an acquisition that gives us another five, we don't want to hurt that if it is working. That is where we are today - we have acquired a lot of distribution relationships across the globe and have to work out how that is going to work."
Europe has its own problems because of the varying level of maturity among countries. "I've been looking at the European marketplace for a while, since I ran the channels for EqualLogic before its acquisition. What we saw, and it is the same in Dell today, if you put the European channel on a timeline - most mature to least mature, you can every country. What we need to do to accelerate growth in those mature countries is much different from that in the least mature. In the least mature it is about partner recruitment, brand awareness and what the Dell vale proposition is. The most mature issues are building profitability, bring new demand generation resources through the channel, introduce new competencies so they can expand and grow adjacencies."
So the right approach is to have a plan that accommodates that different state of maturity by country, it doesn't mean you have fifteen plans, but there must be three or four different strategies, and you have to have a go-to-market that is right for each country, he says.
"Southern Europe, for example is driven by economics. We have a lot of cultivation to do there in building up the partners, compared to the UK and Netherlands in particular, where we have very mature communities. There is an opportunity to think about it more, rather than have one overall strategy."
But Europe also has its own issues over regulation and taxation across borders. "Absolutely this gives management nightmares. Language for campaigns, which also slows you down in time to market and adds cost. So you have to think about what you are going to bring into Europe and do it right."