Dell Technologies unveils revamped 2025 Partner Program with new incentives and AI focus
Dell Technologies has announced significant updates to its Partner Program for 2025, introducing new growth incentives, enhanced collaboration opportunities, and a more consistent tier structure to strengthen engagement with its partner ecosystem.
With channel partners contributing nearly half of Dell’s net revenue, the company is doubling down on growth-focused incentives. Titanium partners will benefit from a new 2% Storage+ growth incentive upon meeting quarterly targets. This builds on a previously introduced incremental 1.5% Client growth incentive for Titanium partners who achieve their quarterly Client PC unit target.
Dell is also encouraging partners to leverage its newly launched AI PC portfolio, positioning it as a key driver in the upcoming PC refresh cycle.
Additionally, all metal-tier partners stand to gain from an incremental 4% Compete Select acquisition rebate when securing new business with Dell’s storage, data protection, or Client+ solutions.
The company reaffirmed its commitment to service-driven growth by retaining the 3X services tier revenue accelerator for all storage-attached services. Dell noted that partners selling Storage+ with services and storage-based Dell APEX Subscriptions will be in the best position to take advantage of this accelerator for next year’s metal tiering.
Stronger collaboration and AI-driven opportunities
Ian Heath, UK Head of Channel and Distribution at Dell Technologies, emphasized the company’s dedication to fostering stronger partnerships.
“The 2025 Dell Technologies Partner Program represents another year of collaboration and growth. And with the unprecedented opportunity surrounding Windows 11 and Generative AI, we will be doubling down on supporting our partners to grow their client business,” said Heath. “With enhanced tools, tailored incentives, and collaboration-first strategies, we’re absolutely committed to strengthening engagement, predictability, and shared success.”
AI remains a major focus for Dell, as it continues to embed AI-driven capabilities into its solutions. The company has also refreshed its Data Science & AI training competency to better equip partners with expertise across Dell AI Factory and positioning Dell’s AI offerings effectively.
Expanding sustainability tools for partners
As part of the program refresh, Dell introduced a suite of new sustainability tools and resources, including an energy efficiency calculator, messaging resources, an RFP portal tool, on-demand training, and Product Carbon Footprint reporting. Additionally, the company has refreshed its Sustainability Competency, originally launched last year, to help partners integrate sustainable practices into their solutions.
Steve Young, UK SVP & MD at Dell Technologies, highlighted the growing role of AI in business transformation and Dell’s commitment to enabling its partners to deliver AI-driven outcomes.
“Customers are moving from AI proof-of-concept to full deployments and expect genuine ROI as they scale. Businesses need the right strategy and infrastructure to run workloads across complex, ever-changing IT topologies,” Young said. “Our partners enable us to move, scale, and innovate faster, and are integral to how we win. Those with established AI competencies will play a particularly critical role in delivering AI-driven outcomes for our customers and driving mutual success.”
