Dell EMC recently announced the official launch of their integrated Dell EMC Partner Program.

Built from the ground up while still preserving the best of two of the world's most prominent legacy platforms, the program is set to be a complete channel game-changer.

Developed in collaboration with partners globally, the program's primary tenets are to be simple, predictable and profitable.

Dell EMC president of the global channel, John Byrn says global business is rapidly changing with more and more customers prioritising investment in digital transformation, putting Dell EMC and its partners in unique position to help customer through this process.

“We've diligently designed the Dell EMC Partner Program to be the most desirable program in the industry,” Byrn says.

“We are truly providing the means and the opportunity along with the recognition and profitability that our partners want and deserve. We're ‘all in' with our partners and invested in their success.

There has been some excitement surrounding this new program for quite some time. Enterprise Strategy Group director of Channel Acceleration, Kevin Rhone says that it all comes down to the Dell EMC Partner Program being architected for partner growth and profitability.

“This new integrated program brings forward the best aspects of both programs and truly goes above and beyond what we've seen previously in the industry in terms of partner support and recognition,” says Rhone.

“No doubt this will be highly lucrative to partners and Dell EMC, and will enable further growth throughout the industry.

There are a number of features to the new program (far too many to list here) that are all centred around the three key ideas; predictable, simple and profitable.

Predictable: Rules of engagement

Dell EMC have affirmed they're committed to rewarding partners for driving business. Through a fully integrated and streamlined process, as well as a globally enforced Partner Code of Conduct, the Deal Registration program helps protect those partners who actively promote Dell EMC's products and solutions to their customers.

Partners with registered and approved opportunities receive both advantaged pricing as well as protection from direct sales conflict.

Simple: Resources and technology enablement – unified partner portal

There will be one portal for the Dell EMC Partner Program, streamlined with distinctive views for each partner type and partner track providing a wealth of necessary enabling information. The single point of entry portal for all partners is scheduled to go live the week of February 20, 2017.

Profitable: Rich rebates and MDF

The opportunity for profitability is a cornerstone of the program awarding eligible partners with lucrative rebates. Base rebates are paid back to dollar one and growth rebates reward partners who successfully grow their respective Dell EMC lines of business over time.

And partners who attach services to expand into new lines of business can earn additional rebates on top of the base and growth rebates. In addition, there is an infusion of $150 million of incremental investment opportunities to boost back-end rebates and MDF, both earned and proposal based.