FEB 1, 2020 – JAN 29, 2021

DELL TECHNOLOGIES 2020

PARTNER
PROGRAM
GUIDE

Copyright © 2020 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
respective owners.

© Copyright 2020 Dell Inc. All Rights Reserved. | 1

 Our mission is to be the best,
in the eyes of our partners.
Simple. Predictable. Profitable.™

Welcome to the Data Decade! This is the decade of 5G, multi-cloud, artificial intelligence and the
edge. As each new technology is introduced, the opportunity grows – and so does the complexity.
To navigate these rapidly changing times, customers will turn to their trusted advisors now more
than ever. They’ll need you to build their foundation with the world’s best solutions, and at Dell
Technologies, we’re here to back you up.

The Dell Technologies partner community is an extension of our team. You help us reach new
customers, deliver more effective outcomes, and accomplish our collective goals. In fact, over the
past 12 months, Dell Technologies partners delivered $52B* in orders! That’s incredible, but there’s
still so much more we can do together.

As we head into 2020, our commitment to partners remains strong and steady. Every investment
was made to help you serve customers better and deliver solutions faster than ever before. This
year, we’re rolling out a dramatically simplified partner program structure that’s easier to
understand, more efficient to execute, and more predictable to forecast. Not to mention, we are
transforming the partner experience with IT investments that will create a more seamless end-to-
end experience and accelerate velocity.

In addition to our powerful partner program, there’s so much more – innovation, industry
leadership, and the determination to be your #1 partner. We are investing $4.5 billion annually in
R&D so that you are empowered with the solutions you need to solve customers’ problems of
today, and tomorrow.

As you enter this new decade, bet on the one who will never stop listening, never stop innovating,
and never stop improving. We are here to support your growth and support your business.
With my utmost gratitude, thank you for your terrific partnership. The opportunity is enormous and
our momentum is strong. Together, let’s bring it!

Joyce Mullen @JoyceatDell

President, Global Channel, Embedded & Edge Solutions @DellTechPartner

*This amount primarily represents orders attributable to the Dell Technologies Partner Program on a
TTM basis through Q3FY20, and also includes an estimate of VMware orders attributable to VMware
channel partners on a TTM basis through Q3FY20.

© Copyright 2020 Dell Inc. All Rights Reserved. | 2

 6 Guiding Principles

1
Channel partners are integral to Dell Technologies overall success
in delivering an excellent customer experience.

2
Dell Technologies commits to deliver a
Simple, Predictable & Profitable Partner Program.

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

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

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

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

© Copyright 2020 Dell Inc. All Rights Reserved. | 3

Table of Contents
OVERVIEW 6

REQUIREMENTS & BENEFITS 7

WORKING WITH DELL TECHNOLOGIES 12

RESOURCES & TOOLS 15

© Copyright 2020 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 Technologies Serving Patents & Patent

98%
Services & Support Applications

27,234
team members

34,000 of the Fortune 500

Research & Development Presence in

> $20B 180

in last 5 financial years1 countries

#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 Cloud IT Infrastructure

#1 All-Flash Arrays and Hybrid Flash Arrays

#1 Storage Platforms for Private Cloud IT Infrastructure

#1 Object-Based External Storage Systems exc. HCI

#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 on September 7, 2016

© Copyright 2020 Dell Inc. All Rights Reserved. | 5

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL TECHNOLOGIES & TOOLS

Ecosystem
Dell Technologies is a technology leader and innovator, providing unparalleled
solutions from the edge to core to cloud, available to you through the Dell
Technologies Partner Program. Underpinned by the three core tenets of Simple,
Predictable and Profitable, the Dell Technologies Partner Program provides world-
class engagement and support across the digital journey of our shared customers.

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

SOLUTION PROVIDERS DISTRIBUTORS

SYSTEMS INTEGRATORS CLOUD SERVICE PROVIDERS OEM

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

In this document, “Dell Technologies” refers to the business units previously

referred to as “Dell” and “Dell EMC”, and excludes Boomi, RSA,
Secureworks, Virtustream, VMware, and their respective independent
partner programs.

© Copyright 2020 Dell Inc. All Rights Reserved. | 6

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL TECHNOLOGIES & TOOLS

Program Tiers & Requirements

The Dell Technologies Partner Program tiers
each have their own revenue and training
requirements, enabling you to progress
beyond the entry-level Authorized status.

Authorized Gold Platinum Titanium

Approved Application ● ● ● ●

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

Training Requirements

Benefits increase with greater commitment to the program.

Flexible and Aligned Training

You have the ability to complete different combinations of training, while
progressing to higher Tiers, based on your business models. Training is available
across Dell Technologies extensive portfolio so that you can gain expertise in
areas that align to your core competencies.

For more information, see the > Benefits and Requirements Document

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 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL TECHNOLOGIES & TOOLS

Tier Benefits
As your tier progresses, so do your benefits.
These benefits are available to all Dell Technologies partners, regardless of whether
you procure directly with Dell Technologies or indirectly through your preferred
Authorized Distributor.
TM
Simple. Predictable. Profitable.
Authorized Gold Platinum Titanium

Partner Portal access including enablement tools,

sales aids and marketing campaigns & tools ● ● ● ●
Partner Program tier logo usage ● ● ● ●
Access to Dell Financial Services; flexible payment
and working capital solutions.* ● ● ● ●
Product & solution training and Partner Academy
access ● ● ● ●
Deal Registration access (direct or via Authorized
Distributor) ● ● ● ●
Ability to resell solutions from approved Dell
Technologies Cloud Service Providers (Cloud Partner ● ● ● ●
Connect)

Go-To-Market Initiatives; Partner of Record through

Partner Preferred and/or Storage & Server ● ● ● ●
Incumbency

Rebate eligibility (aligned to held portfolio

competencies) ● ● ●

Eligible for Services Delivery Competency enablement ● ● ●

Use of Solution/ Briefing Centers including Online
Demo Center ● ● ●
Eligibility for Find a Partner to drive brand awareness
& prospective leads ● ● ●
Proposal-based Marketing funds (potential eligibility on
approval) ● ● ●
Earned Marketing Development Funds (MDF) ● ●
Partner Advisory and Technical Advisory Boards (by
invitation) ● ●
Highest rebate potential and executive support ●
* 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 size. Offers not available for personal,
family or household use.

© Copyright 2020 Dell Inc. All Rights Reserved. | 8

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL TECHNOLOGIES & 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 Multiplier
Base rebates reward sales on eligible Reward the sale of focus line of business
lines of business, paid from dollar one products, applied to base rebates for
with no caps. these products from dollar one

Acquisition Service Rebates

Incremental rebates for bringing new Attach services to earn additional
customers or lines of business to Dell rebates and strengthen the overall
Technologies. customer solution.

Marketing Development Funds (MDF)

The Dell Technologies Partner Program 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 2020 Dell Inc. All Rights Reserved. | 9

 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL TECHNOLOGIES & TOOLS

Training & Competencies

Dell Technologies offers training and
• Individual and company
competencies with the flexibility to
recognition
specialize in certain Dell Technologies
• Same training as Dell
solution areas. These competencies, which Technologies sales teams
span sales, pre-sales, technology and
• Simplified learning paths with
services, help ensure that you have the recognition of previous
appropriate knowledge and skillset to meet completed training for
your customers’ needs. returning students

By completing competencies, you can benefit from increased sales due to greater
expertise across Dell Technologies products, solutions, software and services.
Additionally, as you complete more competencies, you will have the opportunity to
progress to higher Program tiers and receive greater benefits along the way.
Services Delivery Competencies allow you to build service delivery capabilities at the
product portfolio level.

Service Delivery
Portfolio Competencies Solution Competencies
Competencies

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

Storage Data Analytics Storage

Data Protection Dell Technologies Cloud Data Protection
Converged/Hyper-Converged High Performance Compute Converged / Hyper-
Infrastructure (HPC) Converged Infrastructure
Infrastructure
Hybrid Cloud
Solutions
Internet of Things (IoT)
Software Defined Server
Server
Infrastructure
Unified Workspace Networking
Networking

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 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL TECHNOLOGIES & TOOLS

Partner Engagement with

Dell Technologies

Rules of Deal Go-to-Market

Engagement Registration Initiatives

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

The Storage & Server Partner

of Record Incumbency
Program further protects
your historical investments in
your customers, giving you PoR
status on LOBs where you
already have strong
relationships.

© Copyright 2020 Dell Inc. All Rights Reserved. | 11

 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL TECHNOLOGIES & TOOLS

Purchasing & Financing

With Dell Technologies, 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 Technologies: one is in a direct capacity and the other through one of Dell Technologies
Partner Program’s Authorized Distributors.

Dell Technologies 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 Technologies Partner Program will procure
through one of Dell Technologies Partner Program’s Authorized Distributors, who play a critical role
in the onboarding process.

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

Configuration and Purchasing Tools*

Dell Technologies 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: Flexible Payment Solutions*

Dell Financial Services (DFS) delivers innovative payment solutions for hardware, software and
services, allowing you and your customers to align and scale the cost of IT solutions with
technology consumption and budget availability.** Flex on Demand (FOD), one of three Dell
Technologies On Demand, Flexible Payment Solutions, allows you to offer elastic capacity and
only pay for what is used. This structure pays a one-time fee upfront based on the committed
contract value and alleviates risk on credit or usage. Titanium tiered partners also have the
option to resell the FOD offering. Additionally, DFS can finance the total solution for your
customers, including Dell Technologies and non-Dell hardware, software and services, as well as
partner services.

Working Capital Solutions (WCS)*

In partnership with leading financial institutions, Dell Technologies offers extended payment
terms and increased credit capacity to enable you to grow your 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 size. Offers not available for
personal, family or household use.

© Copyright 2020 Dell Inc. All Rights Reserved. | 12

 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL TECHNOLOGIES & TOOLS

Partnering with Dell

Technologies 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 Technologies Services provides flexible options for how you deliver services
to customers.

You have the flexibility to resell Dell Technologies services, co-deliver* with Dell
Technologies, deliver your own services or, a combination of all three. Choose the
options that work best for your business.

Resell DT Services Co-Deliver with DT Partner Delivered

• Earn valuable rebates • Resell services to your • Increase margin
and incentives to customer opportunities
increase profitability
• Get reimbursed for the • Enhance your services
• Expand your service services you deliver capabilities by obtaining
offerings with our Services Delivery
• Receive rebates on
comprehensive portfolio Competencies
eligible products
• Leverage our expertise to • Access proven methods,
provide exceptional tools and
services to your best practices
customers

Services Renewals
Take advantage of the opportunity to further increase your profit potential while ensuring your
customers have the valuable support services they need by including services renewals.

* Please contact your services sales representative or check out the service delivery page on the partner portal for more information

© Copyright 2020 Dell Inc. All Rights Reserved. | 13

 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL TECHNOLOGIES & TOOLS

Partner Portal
The Dell Technologies 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 resell, co-delivery and delivery

• 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 DellTechnologies.com/Partner

© Copyright 2020 Dell Inc. All Rights Reserved. | 14

 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL TECHNOLOGIES & TOOLS

Sales Tools
Quick, easy access to essential tools and resources makes it easier for you to
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

Customer Solution Centers enable 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 Technologies proposal-ready content
and powerful document automation capabilities.

© Copyright 2020 Dell Inc. All Rights Reserved. | 15

 REQUIREMENTS WORKING WITH RESOURCES
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& BENEFITS DELL TECHNOLOGIES & TOOLS

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

Find a Partner
Customers can use this tool to easily locate qualified Dell Technologies Partner Program partners to
help solve their business problems. Update your profile today to help drive increased awareness for
your company.

Agency Services
A great option for partners who want to leverage pre-screened full-service and specialty
agencies, Agency Services offers access to Dell Technologies program-trained agencies - who are
ready to help plan and execute marketing activities to best utilize your MDF.

Marketing Institute
Earn marketing credentials and expand your knowledge around available marketing resources,
including MDF planning, management guidance and demand tools.

Digital Marketing Tool

Helps to 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

The Digital Marketing Tool has what you’re looking for!

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 REQUIREMENTS WORKING WITH RESOURCES
OVERVIEW
& BENEFITS DELL TECHNOLOGIES & TOOLS

Demand Generation
Drive customer engagement and generate pipeline for Dell Technologies solutions
with compelling marketing content, available from the digital marketing tool and sales
enablement material from the Demand Generation Center on the Partner Portal.

Dell Technologies Cloud Optimize IT for your Workloads

Become the go-to cloud technology partner for To continue to compete, organizations are turning
your customers. Promote the benefits and to data-intensive workloads to accelerate
business value of hybrid cloud to your new and innovation and deliver better business outcomes.
existing customers and build your own business Why? Because these leading-edge workloads
opportunities at the same time. Our dedicated (driven by SAP, Microsoft SQL, Oracle, artificial
campaign provides all the marketing and sales intelligence, the Internet of Things, and new cloud-
resources and collateral you need to succeed. native applications) are critical to improving
customer experiences and driving
differentiation. Leverage the specific workload
campaign materials to drive these business critical
Mid-Market conversations.
Target mid-market businesses with the new
campaign “End-to-end Security Solutions for the
Mid-Market,” featuring a portfolio of solutions from
Dell Technologies with security built-in from Smarter Faster Experiences
Trusted Devices to Trusted Datacenter. Help your Leverage our campaign content to demonstrate to
customers adopt transformative technologies to your customers how the right ecosystem of device,
maximize security, compete, and grow. peripherals and services can make their unique
users more productive and more loyal.

Storage+, Server+ Product

Help your customers realize their future as a digital Client+ Product
organization with a modern IT infrastructure. Drive profitable growth with digital, event and/or
Modernize with servers, storage, data protection, lead generation content in our focus areas of Dell
converged, hyperconverged and networking Latitude laptops and/or Dell Precision
solutions from Dell EMC—all available as-a- workstations.
service with on-demand capacity for the choice, .
flexibility and assurance you need. Leverage our
product demand gen programs and sales collateral
to grow your customer base.

© Copyright 2020 Dell Inc. All Rights Reserved. | 17

 GET STARTED TODAY
DellTechnologies.com/Partner

IDC WW Quarterly Enterprise Storage Systems Tracker, 2019Q3, December 6, 2019, Vendor Revenue,
IDC WW Quarterly Purpose-Built Backup Appliance Tracker, 2019Q3, December 5, 2019, Vendor Revenue,
IDC WW Quarterly Cloud IT Infrastructure Tracker, 2019Q2, September 25, 2019, Vendor Revenue,
IDC WW Quarterly Converged Systems Tracker, 2019Q3, December 12, 2019, Vendor Revenue,
IDC WW Quarterly Server Tracker, 2019Q3, December 5, 2019, Units and Vendor Revenue,
IDC WW Quarterly Storage Software & Cloud Services QView, 2019Q3, December 5, 2019, Vendor Revenue
#1 Workstation: IDC Quarterly Workstation Tracker, Q3 CY2019 (based on units)
IDC Worldwide Quarterly PC Monitor Tracker, Q3 2019

© Copyright 2020 Dell Inc. All Rights Reserved. | 18