Keeping things simple is actually complex when dealing with cloud adoption in the modern world of computing. Incorporating cutting-edge technology, such as hybrid cloud, robotic process automation and artificial intelligence into the workflow requires a huge learning curve and a cohesive plan.

Wouldn’t it be great to have a helping hand to share experiences? Or maybe even a few thousand helping hands?

With a core family of seven companies, Dell Technologies Inc. could be forgiven for thinking it could go it alone. But the tech industry giant has always seen channel strength as a winning strategy. Chairman and Chief Executive Officer Michael Dell underscored this approach in his keynote speech at Dell Technologies World held last week in Las Vegas: “Our success is a function of deeper, more meaningful engagements and partnerships with all of you,” he said.

As survival in the digital era forces transformation on even the most reticent companies, Dell is extending its global channel portfolio. New features focus on overcoming the challenges of operating in an evolving digital landscape, where working across department lines is critical.

“It’s not a uniform, horizontal environment that we’re deploying this stuff into now,” said Joyce Mullen (pictured), president of global channel, original equipment manufacturer and “internet of things” solutions at Dell Technologies. “It’s a much, much more highly varied, highly complex environment.”

Mullen spoke with John Furrier and Lisa Martin, co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during Dell Technologies World. They discussed Dell partner channel announcements and how Dell is helping innovate change within its partner network to increase their profit margins (see the full interview with transcript here). (* Disclosure below.)

This week, the CUBE spotlights Joyce Mullen in its Women in Tech feature.

New branding brings a broader outlook

Stepping away from meeting with some of the 5,000 members attending the Global Partner Summit at Dell Technologies World, Mullen recapped three strategic imperatives of the global channel and the progress that has been made toward achieving them. These imperatives are:

1. To make it easier for businesses to work with Dell;
2. To help customers transform through Dell’s family of brands; and,
3. To “embrace and monetize” new technologies, such as artificial intelligence and IoT.

One key announcement was the change in branding from the Dell EMC Partner Program to the Dell Technologies Partner Program. The broader significance of this name change supports the broader focus of the global channel itself, according to Mullen. Listening to channel partner’s demands for more integrated solutions, the new program includes integrated end-to-end support for hybrid solutions on-premises, at the edge and in the cloud.

The goal for 2018 was to reach $50 billion in channel revenue, and although the year’s final figure of $49 billion was just under that, it was still a $6 billion increase over the previous year. Setting her sights on $70 billion in revenue for 2019, Mullen cheered on the crowd at the Global Partner Summit: “You are the key to this success,” she told them. “I just want to pause and say thank you — for all of it.”

Unlimited potential through collaboration

With RPA becoming adopted at ever-faster speeds, greater understanding is required between the more traditional operations and information technology departments. Mullen has practical experience of both sides. Early in her career, she managed 700 employees at a Cummins Diesel plant.

During her 20-year career with Dell, Mullen’s role has evolved and grown with the company. She has been responsible for developing many of Dell’s key strategies for solutions, marketing and global alliances. In 2018, Mullen was named in CRN’s Women of the Channel 100 Most Powerful list.

Mullen reckons that true cooperation between information technology and operational technology teams occurs only a third of the time. “The operating technology guys say: ’I got this. I don’t need the IT guys to tell me what to do. I’m running my plant. They do not understand. I am all about throughput. I’m all about yields. I’m all about output. I’m all about safety. I’m all about quality,’” she said.

Meanwhile, she said, on the other side, “the IT guy is saying: ‘Yeah, but you’ve got to be all about security. If you’re going to put this stuff on my network, it’s got to meet these criteria.’”

At times, Dell has had closer relationships with these departments than they have with themselves. “We’ve actually introduced people at the same company to each other. On the OT side and the IT side,” Mullen said.

These traditionally opposite departments must learn to work together if they expect to be successful in the future. “You can’t afford these parallel universes. From a security point of view or an economic point of view,” Mullen added.

Companies must also be aware of “the outcomes that your customers are looking for and what that data looks like in those environments,” Mullen explained. This is key for successful integration of innovative technologies, such as AI and RPA. For example, hospital clinics and factory floors are very different environments and require very different applications of technology.

“I think it’s a great opportunity for partners, but it does mean … a reorientation or a consideration of vertical expertise,” Mullen said.

Simple and predictable paths toward profit

Education, product and ecosystem leverage are three areas in which the Dell Technologies Partner Program has made changes:

• Dell cloud competency certifications, including the Dell Technologies Cloud Platform Badge and Services Delivery Competency on VxRail. “We’re helping our partners develop a level of expertise around deployment of those solutions,” Mullen said.
• Integrated product offerings, such as IoT Connected Bundles, that open new revenue streams for channel partners. “Channels love bundles. They love turnkey because that reduces their costs,” said theCUBE’s Furrier.
• “Matchmaking” solutions that bring the power of Dell’s global channel to all members. With thousands of OEM partners building solutions on Dell technology and thousands on the IT side looking for solutions for their customers, said Mullen, “that combination could be really, really powerful.” Dell Partner Finder and Cloud Partner Connect are two services that match partners and make integration simpler. “Our partners can actually find like-minded partners who have the same kind of focus on Dell Technologies as a core component of the solutions,” Mullen said.

One issue with these services is that simple designations such as “service provider,” “systems integrator” or “OEM partner” are becoming obsolete. “You start dealing with channels within channels within channels,” Furrier said. “I got VMware on Azure, I got Dell Technologies with VxRail, going through this Microsoft guy.”

“The truth is, those lines are increasingly meaningless,” Mullen agreed. “So, we’re working very hard this year on trying to get rid of a bunch of those tracks, simplifying the program. It doesn’t really depend on what you call yourself. You want to deliver the solution how the customer wants to buy it, and we need to facilitate that.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of Dell Tech World 2019. (* Disclosure: Dell Technologies Inc. sponsored this segment of theCUBE. Neither Dell EMC nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE