Dell has characterised a fresh incentive for its Titanium partners as its “largest ever investment” into its client partner business.
To coincide with the start of its fiscal 2026, the vendor today unveiled its revamped 2025 Partner Program, which it claims is packed with new incentives, a focus on AI and streamlined collaboration tools.
Towards the end of its previous year, Dell launched an incremental 1.5% Client growth incentive for Titanium partners when they meet their quarterly Client PC unit target.
Dell has around 25 Titanium partners in the UK, including the usual suspects such as CDW, Computacenter, boxxe, Softcat and WWT.
It has now mirrored this in its storage portfolio, introducing a 2% Storage+ growth incentive for Titanium partners when they meet quarterly targets here.
“Doubling down” on client
Dell’s client business failed to grow in Q3 of its fiscal 2025, despite a 34% hike in Infrastructure Solutions Group revenues underpinning a 10% overall top line increase.
In its press blurb, Ian Heath, UK Head of Channel and Distribution at Dell, characterised the vendor’s new Client growth incentive as “the largest ever investment into our Client partner business”.
“The 2025 Dell Technologies Partner Program represents another year of collaboration and growth. And with the unprecedented opportunity surrounding Win11 and GenAI, we will be doubling down on supporting our partners to grow their client business,” he said.
Analyst Canalys expects 2025 to be “a year of accelerating growth” for a PC market that grew 3.8% last year, as the Windows 10 end-of-support deadline in October sparks a major refresh.
It predicts 35% of global shipments this year will be AI-capable PCs.
Dell last month unveiled a newly refreshed AI PC portfolio designed to help partners cash in on the upcoming PC refresh cycle.
Alongside the new Client growth incentive, Dell said it has increased Client+ base rate eligibility and recognition of consumer products towards base rate eligibility to “help partners meet customer demand”.
New AI multiplier
The 2025 iteration of the Dell partner programme also sees the introduction of an ‘AI Networking Multiplier’. This involves the vendor “doubling down” on its base incentive for AI Networking with a 3x multiplier on its Dell PowerSwitch Z-series.
Steve Young, UK SVP & MD at Dell, claimed the vendor has “the right AI portfolio and services capabilities” to capture the opportunity generated by the government’s new AI Opportunities Action Plan.
“We also have one of the largest go-to-market engines in the industry, and our thriving partner ecosystem is a vital part of that,” he stated.
Dell also claimed it is introducing several new tools to “strengthen and streamline” the partner experience, including the imminent launch of an ‘Incentive Simulator’. This will enable partners to calculate their prospective deal incentives and profit potential in the Incentives Center, it explained.
“With predictable engagement and tailored rewards, we’re committed to our partners’ success. There has never been a better time to partner with Dell,” Dell Chief Partner Officer Denise Millard (pictured top) wrote in a blog post.
