A competition concept
We created the leitmotiv, look & feel, creative, communications and program site, built around a racing world: teams, pit stops and the finish line.
Partner program · Vendor and distributor
We turned training, certifications and demand generation into a team race, with challenges, points and rewards.
Dell Technologies and Arrow needed their partners to grow both revenue and certification level. TMR conceived and ran the Growth Partner Program (GPP): a competition in which partners race as teams and every action earns points. For more than five consecutive years, Arrow and Dell Technologies regarded it as a best practice in EMEA.
The program, in four figures
The challenge
A channel program has to work for Titanium, Gold and certified partners at the same time, each with different capabilities, teams and goals.
Dell Technologies and Arrow wanted all of them to move forward: more revenue, more certifications and marketing actions with demonstrable returns.
The program had three goals
What we did
TMR designed the program and coordinated it with vendor, distributor and partners throughout the competition.
We created the leitmotiv, look & feel, creative, communications and program site, built around a racing world: teams, pit stops and the finish line.
Each virtual partner team received an action plan suited to its tier, territory and goals.
Through the Wrooom Academy, we supported partners in their training and in earning certifications.
We found the right local technology forums for each partner and supported events and demand generation actions.
We documented the return of each action with claims, invoices, photo evidence and tracking of every lead through to opportunity.
The pieces
The results
Total revenue of participating partners grew 235.6% between the start and close of each program.
The program brought together partners of every tier: 10% Titanium, 33% Gold and 57% certified.
Distribution of enrolled partners by Dell Technologies partner program tier. Revenue growth compares the start and close of each edition.
Methodology
Each edition was planned with per-partner targets, run with documented actions and closed with a return report for vendor and distributor.
The competition gave partners a reason to move forward together, and gave Dell Technologies and Arrow a clear view of which actions generated business.
We design and run channel programs with targets, training, demand generation and ROI measurement.
Transparency notice: the text and charts on this page were produced with the help of artificial intelligence and reviewed by the TMR team (EU Regulation 2024/1689, art. 50).