Dell EMC has stated that its publically documented channel conflict guidelines demonstrate the integrity and creditability of its partner approach.
The vendor has been on a channel charm offensive in the wake of the February partner programme launch, with the resolution of channel conflict high on the agenda.
Cheryl Cook, VP global channels and alliances at Dell EMC, told Channelnomics Europe that the vendor now has well-published and documented rules of engagement for its indirect and direct operations.
"One of the areas of predictability that we really want to provide to the partner community is around sales engagement," she said.
"We use our deal registration as a means to ensure we are driving protection and predictability in the sales engagement, such that when a partner is awarded a deal registration, they are the selected partner for the opportunity.
"Should we see any inappropriate behaviour by either a direct Dell EMC sales rep or another partner, we enforce the policy and act swiftly."
Cook said Dell EMC has a zero tolerance stance on this process to ensure predictability and to provide a guarantee for partners over the enforcement of the policy.
"If our rules of engagement are violated in any way internally, for the first time we give a warning and the Dell EMC sales rep would not be paid on the transaction if they were to compete with the partners. They will also have a flag in their HR file," said Cook.
"The second time there is a violation of our rules of engagement, their contract is terminated. We have taken this very strict stance publically. We have also terminated partners if they have violated the rules of engagement in the deal registration process.
"That is reinforcement to everyone that we want to show integrity and creditability by enforcing the rules of engagement we have documented," added Cook.
Nicolas Leroy-Fleuriot, CEO of Bordeaux-based Dell EMC partner Cheops Technology, said: "They are becoming more and more channel friendly, and they understand that the back end margins for VARs are really, really important.
"I think they see partners as very much a part of their strategy, that partners must have money to continue to grow and work with them. So, with their channel partner programme they are on the right track to be one of our major partners for the future."
Dr Frank Nobbe, director of partner management at German Dell EMC partner Inforsacom Logicalis, said: "Dell EMC's commitment to the channel is definitely noticeable. As a result, the channel members, including us as an IT solutions and services company, have the opportunity to position ourselves as strategic partners. Occasionally, we see room for expansion in order to further strengthen the channel."