The drive was outlined in a pan-European conference call this afternoon with Josh Claman, VP and GM of EMEA channel business and Michael Buck, director of channel marketing, EMEA.
The program – in which partners will be classed as either ‘certified’ or ‘registered’, launched in the UK and much of Europe today – and will follow in countries such as Poland and Luxembourg soon.
Following an assessment process, a tailored service will be put in place for those partners that may include the assignment of an account manager.
Dell’s partnership portal was also announced during the call, which will give its retail partners access to marketing and product support.
"We have listened to feedback from resellers and are very excited about the fact the programme is based on direct feedback from 100s of partners across EMEA," said Claman. "Partners want a viable alternative in the market.
"When we have met with resellers some have said not only are they frustrated with the incumbents, but also feel hostile to them. The want to do business with Dell, but we know we have to prove ourselves to them to gain trust."