US technology company Dell Technologies has announced a comprehensive overhaul of its partner programme, introducing differentiated rebates, a new co-sell model and an AI-powered partner platform as it targets a US$6 trillion (approximately €5.04 trillion) addressable market increasingly fulfilled through its partner ecosystem. The changes, reported by ARN Net, are scheduled to take effect in August and are designed to align partner rewards with customer outcomes rather than transactional volume.

Dell chief partner officer Denise Millard said partners are expected to deliver around three-quarters of the company's total addressable market opportunity. "The partners making the right investments and building the right capabilities are the ones best positioned to capture that value and deliver outcomes," Millard said.

A differentiated rebate structure sits at the centre of the update, tied to Dell's strategic solutions portfolio including Dell Private Cloud, Dell Automation Platform, cyber resilience offerings, PowerStore and Z Series networking. Partners aligned to these priorities will receive higher rewards as Dell concentrates investment in its strongest growth areas.

Two additional pillars accompany the rebate changes. A Focus Accounts Incentive rewards partners for expanding relationships within existing enterprise customers, while a new co-sell programme for advisory firms and system integrators decouples partner recognition from transaction origin, enabling tier credit to be earned based on contribution across multi-partner engagements.

Dell SVP of partner revenue operations Darren Sullivan said a new modern partner platform, launching later this year, will deliver AI-powered assistance, automated deal registration, dynamic pricing and near real-time deal registration responses. Dell has already delivered more than 200,000 high-propensity AI-driven demand signals to partners in the second half of FY26.

Access the complete report for further detail on Dell's partner programme restructure and AI Factory expansion.