Within the next few weeks, Dell plans to launch a channel blog to help communicate the company’s partner strategy, and to interact more closely with solutions providers. Smart move. But The VAR Guy hopes Dell takes the following 5 steps with the blog.
Dell announced the forthcoming channel blog right here on TheVARguy.com (see comment #5 on this blog entry). The company, The VAR Guy concedes, has mastered Web 2.0 technologies to communicate more effectively with customers. Check out Dell IdeaStorm if you think otherwise.
But the forthcoming Dell Channel Blog (name pending?) moves Dell into potential hostile territory. Some VARs have long memories and short tempers with Dell. Here’s how Dell can potentially appease those critics with its channel blog.
1. Engage Managed Service Providers: Some rival MSP platform providers continue to slam Dell’s purchase of Silverback and Everdream. They are spreading fear, uncertainty and doubt (FUD) about Dell in the MSP space. The VAR Guy is a bit more open minded, and thinks Dell may actually help MSPs to grow the market. Regardless, Dell’s blog needs to aggressively state — over and over again — where Dell will (and won’t) compete in the MSP space.
2. Stop Dwelling On HP: Privately, Dell insiders tell The VAR Guy that internal meetings are dominated by an obsession to destroy Hewlett-Packard. Vendor feuds are fun to follow. And promotions describing how a Dell server runs cooler than an HP server may help Dell to sell a few more boxes. But the real opportunity for Dell is to break way out of the box, evangelizing software as a service (Everdream), managed services (Silverback), etc.
3. Bring In ISVs: Independent software developers should be central to Dell’s partner and channel blog. The company needs to cross-pollinate opportunities between Dell servers, storage and ISVs like Oracle, MySQL, Microsoft, etc.
4. Exploit Niches: Dell has some interesting work under way with Fonality, a leader in Asterisk-based IP PBXes. It will be easy for Dell to blog about its latest partner-ready laptops, desktops, servers, etc. And those blog entries will generate tons of traffic. But Dell needs to get ahead of the crowd, and should plant seeds for its emerging relationships and emerging partner technologies.
5. Bring In Your Critics: Encourage Dell’s most vocal critics to post comments on the site, and answer those comments rapidly.
Actually, Dell is a master at item 5. The company seems to be jumping on third-party blogs to join Dell-centric discussions. And Dell’s own IdeaStorm Web site includes healthy debate every day.
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Thank you for your insights, I was hoping you would write this post. I look forward to hearing your thoughts after we launch and if we’ve succeeded at these goals.
As a Dell VAR, my company is pleased to see that Dell is finally putting together programs that we can use to bring value to our customers. MSP is the future of IT. Unfortunately my company has picked up on this before Dells acquisition of Silverback. However there still are a lot of great things being done within the Channel. Deal Registration is a great way to help bring VAR’s and inside sales reps together so we are not competing for business. This allows us to work together on the same team. I’m excited to see what the future is in store for Dell and its VARs.
Great insight. I’m new to Dell’s channel organization (but not new to Dell), so I’m thrilled to engage in an intelligent dialogue about this. I would, however, like to clear up a couple of things. Our internal dialogue is not, as you assert, dominated by talk about competitors. Sure we need to know what competitors are doing so we can build a program that we hope to be superior. But as I said in a recent blog post about servers, this ‘strategy’ stuff isn’t rocket science – if you provide customers with the things they want it is better for everyone.
As for point #5, we’re ready to engage – critics, friends, foes, whatever. Certainly no company can promise perfection, but we’re serious about the channel, so you and your followers can help steer us in the right direction and keep us focused.
JeffatDell: Nice to hear from you. The VAR Guy looks forward to Dell’s channel blog. It should be a lively, timely read.
Dear Var Guy:
Thanks for the follow up. Now let’s get to it….what do you want to talk about, or what do you want to know?
Jeff:
1. When does the dell partner blog launch?
2. Can we count on SaaS perspectives? Dell issued a release this week about the MessageOne deal being completed, yet the release had zero mention of how all of these SaaS tools could benefit partners. Perhaps MessageOne is more of a direct play, but all Silverback and Everdream messaging could surely include partners.
3. Why do you read a blog penned by a nameless person who claims to know something about the IT channel?
Overall, I think The VAR Guy doesn’t have too many questions about the blog. It’s more a matter of reacting to it once he sees it.
Best,
-TVG
Dell has at least one thing no other software company has, a large presence in Austin, TX. Austin is quickly becoming a center for web 2.0, blogging, conferences, VCs, and startups. It doesn’t cost much to attract them all together in one place to listen to you, and it costs nothing to get them to provide feedback.
Dell is on Twitter in mass and it’s great.
Dell’s SW devs could also release their beta apps or previews of them for review by the community to get outside opinions during the dev cycle. Could even save them money on testing and support.
Colin: Great points all around. Austin should not be underestimated. Plus, there are thousands of college kids — and college grads — in the area, and they are producing new Web 2.0 ideas every day.
I see this conversation is still going!
Joe, I will personally notify you as soon as the launch is near. It’s not too far away so be expecting communication by end of week.
Colin, you’re correct in everything you mention. I guess you saw the article in TechMonday? I’m looking forward to future conversations with you.
Best,
APaxtonatDell