Dell Technologies has introduced its new go-to-market Partner-First strategy for storage and data protection in which direct sales reps can earn more by selling their storage portfolio through channel partners instead of directly to end-users. Partners and sales reps are praising the new strategy. Scott Dunsire, CEO of Dell Titanium partner Melillo Consulting went so far as to call it “genius.”
This is a significant opportunity to increase revenue by capitalizing on Dell Technologies’ success in the data storage market. According to a report by research firm IDC, Dell currently holds the number one spot in external enterprise storage, boasting an impressive 31.5% market share. 
Dell collectively refers to the products covered by the strategy as Storage+, which includes the core storage portfolio (PowerStore, Unity XT, PowerVault, PowerMax, PowerFlex, PowerScale, ObjectScale and ECS), Converged and Hyper-Converged infrastructure, Data Protection, and eligible storage-based Dell APEX services. 
Generative AI is moving the market for bigger data storage opportunity
It’s no secret that Dell Technologies has intensified its focus on the $30 billion generative AI addressable market. The partner-first strategy will help Dell assert itself as the go-to for enterprise-scale storage solutions vital to generative AI models.
In addition to the rapidly growing AI and Generative AI market, Dell also attributes a rise in demand for data storage to multicloud, cybersecurity and edge, which, together with AI business, are producing record amounts of data. It’s because of this, said Dell President of Global Channel Sales Diego Majdalani, “…the need for data storage has never been greater.”
In a LinkedIn post from Aug 7, 2023, Majdalani and Global Channel Chief Rola Dagher commented that Dell is “encouraging greater partner teaming by compensating Dell sellers more when they transact storage through a partner.” Majdalani also said that Dell is driving momentum and predictability of engagement by increasing the number of Partners of Record (PoR) accounts by 4x. These accounts will continue to earn rebates and incentives through the Dell Technologies Partner Program, including acquisition rebates on eligible PoR accounts on the Storage New Business Incentive list.  
Capitalizing on the huge data storage business opportunity 
Dell Technologies is ushering in a new era of cooperation between Dell sellers and partners. Now is the time to take advantage of everything the Partner-First Strategy for Storage offers to help you grow your business. 
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