APEX: Delivering Customer Choice and Partner Opportunity

APEX for partners: momentum of enhancements/expansion, optimism for future growth and consistency in delivering on our promises.

Customers want outcome-based solutions, with a cloud-like simplified experience, while maintaining both flexibility and control. With Dell Technologies APEX, we deliver just that, with a growing set of offers, delivering modern consumption models and addressing the growing need of customers’ desire to purchase technology as a service.

Dell has always been about customer choice. Sometimes customers want to purchase products; but increasingly they want the benefits of an IT solution via a subscription to the product or service. The important thing is the outcome, and we know that one size does not fit all.

What started over two years ago, when APEX was announced, continues today with a steady drumbeat of “always on” enhancements and expansions. We’ve just extended our global availability of our APEX solutions to resell, which is expanding the opportunity for our partners around the world.

APEX offers more consumption choices for customers and more options for our partners to increase customer stickiness. It represents an amazing growth opportunity for our partners because it enables and empowers them to meet our customers’ increasing requests with choice and differentiation.

APEX enables partners to continue being responsive and agile to meet market demand. It also simplifies consumption, purchase and overall engagement with Dell, as well as an amazing opportunity to extend and enhance their own services.

Our entire partner ecosystem is key to our mutual success. Our APEX solutions offer them increased flexibility, agility and positions them to address the rapid growth opportunity of multicloud. The Partner ecosystem continues to assist customers with the increased complexity of navigating the current computing environment.

We continue working to enable the entire partner community to complement APEX solutions. Partners are incredibly well positioned with critical skills, capabilities and valuable industry and vertical expertise. Together, we are assisting customers to assess and determine the best place for specific workloads to be deployed, whether in public or private clouds, on-premise, or in a colocation data center.

APEX resell capability continues to expand for partners, as we march toward global expansion. It’s now available in the United States along with select countries in the EMEA and APJ regions. In addition, we continue adding new features to the console for an improved partner experience. Both custom and outcome-based offers, including APEX Flex on Demand, are available through the console.

The hallmarks of the APEX strategy for partners are continued momentum of enhancements and expansion, optimism for future growth and consistency in delivering on our promises. We’re with our accomplishments so far, and hope you’ll join us on this journey.

      • Learn more – visit the APEX Content Hub (log-in credentials required).
      • Tune in – Listen to The Partner Connection podcast with Cheryl Cook (subscription recommended). You can hear more about the latest updates regarding Dell Technologies strategy and how they align with our partners.
Cheryl Cook

About the Author: Cheryl Cook

Senior Vice President at Dell Technologies, Cheryl Cook spearheads development and strategy for the Global Partner Marketing organization. Beyond her main global responsibilities for branding, partner program marketing, channel events, partner communications and MDF/BDF program investments and execution, Cheryl drives long-term partner marketing strategy, together with Global Alliances, OEM, and global and regional business teams. A vocal advocate for the partner community, Cheryl is a 20+ year partner veteran, known as an innovative, collaborative leader who creates compelling business solutions that accelerate partners’ success. Prior to her current role, Cheryl served as Vice President, Global Channels and Alliances, leading channel strategy for the company worldwide. Her responsibilities included setting Dell’s partner strategy company-wide, as well as developing and executing channel programs, training, certification, and global marketing programs that enabled partners to grow their business with Dell. Cheryl and her team contributed to the growth of Dell’s global channel business from 33% to over 40% of Dell’s total revenue. Prior to running Dell’s channel business, Cheryl served as Vice President of Enterprise Solutions, where she was responsible for the go-to-market strategy and execution for Dell storage, server, networking and related software businesses. Cheryl has more than 25 years of IT and high-tech experience. Before joining Dell in 2011, Cheryl was Senior Vice President at Nuance Communications managing sales across all lines of business. She also served as Senior Vice President at Sun Microsystems with global responsibility for $6B in enterprise solutions revenue. A contributor to Fortune Magazine’s 50 Most Powerful Women’s community, Cheryl is an active proponent of women in business and technology. Cheryl is the founder and executive sponsor of the Dell Technologies Women’s Partner Network, an initiative that supports and empowers our community of women partners. Cheryl also contributes to Dell’s Women in Action and Dell Women's Entrepreneur Network. Honored by CRN numerous times as one of the Power 100 Women of the Channel, 50 Most Influential Channel Chiefs and Top 100 Channel Sales Leaders, as well as Channel Partners Top Gun 51, Cheryl serves on the board of directors for ARC Document Solutions, is a member of Channel Focus Club 50 and holds a Bachelor of Science in Computer Science from the University of Florida.