DES-1111 syllabus - Specialist - Technology Architect, PowerMax and VMAX Updated: 2024

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Dell EMC is waging an all-out assault on the storage market with significant investments, storage sales specialist hiring spree and for the first time launching new channel storage sales quotas.

Dell EMC is waging an all-out assault on the storage market, investing $2 billion in the effort, hiring 1,200 new storage sales specialists and offering new, robust, storage compensation incentives for its partners. A trio of executives leading the charge - Scott Millard, Joyce Mullen and Marius Haas - talked to CRN about how Dell EMC is putting the pieces in place to help its partners win big in storage.

'Refuse To Lose': Dell EMC Primes Its Partners For A Storage Revolution
Driving the company's storage sales offensive are new robust storage compensation incentives for solution providers and an influx of Dell EMC sales reps working side by side with those partners.

Dell EMC President Marius Haas On The Company's 'Refuse To Lose Approach' To The Storage Market
Dell EMC's Marius Haas on the Dell EMC's storage push and how channel partners are vital to Dell EMC's success.

Storage Boost: Dell Hires 1,200 Sales Specialists To Drive Partner-Led Selling
By hiring 1,200 new storage sales specialists, Dell boosts its storage team by upward of 25 percent with an eye on skyrocketing storage revenue through its partners in 2018.

10 Hot Dell EMC Storage Products
CRN looks at 10 key products in the Dell EMC storage lineup, one that offers the broad capabilities to match the company's position as the world’s largest storage vendor.

Tech Tour: Behind The Scenes At Dell EMC's Storage Manufacturing Facility
CRN recently toured Dell EMC's storage manufacturing facility in Massachusetts which assembles, tests and ships converged and hyper-converged products throughout North America.

CRN Interview: Dell EMC Channel Chief Joyce Mullen On Driving More Storage Sales Through Partners And Her Channel Vision For 2018
Joyce Mullen, an 18-year Dell veteran who is now president of global channels, OEM and IoT Solutions, spoke with CRN about enabling partners to drive more storage sales, the potential integration of VMware into the Dell EMC Partner Program, and her channel vision for 2018.

Dell EMC Doubles Down On Storage Services, Unifying Portfolio
Dell EMC executives are making sure partners have the competencies they need to sell the Dell EMC portfolio as well as their own services.

Fistfuls Of Growth: Dell EMC's Expanded Product Portfolio Paves New Paths For Partners
Michael Dell has emphasized that customers want cutting-edge hybrid cloud tech and they want to buy it from fewer vendors. Here's how three solution providers backed up Dell's assertion with skyrocketing sales across Dell EMC's broad portfolio in 2017.

Dell Technologies CEO Michael Dell Monday told CRN that customers are demanding ever tighter ties between Dell EMC infrastructure and VMware with "much, much more" integration to come in the future.

"We have a long history here of integrating the technologies closer together," said Dell in an interview with CRN, just one week after Dell Technologies reported triple digit growth for its VxRail and VxRack hyper-converged systems which leverage VMware software. "This is what customers have been asking us to do. It is what we are doing. It is working extremely well. There is much, much more to come here."

Dell stressed that VMware is still an "open ecosystem," but that as the "leading infrastructure company in the world and both companies being part of the same family" Dell Technologies is "integrating extremely closely" with VMware.

[Related: CRN Exclusive - Michael Dell On Integrating 'Extremely Closely' With VMware And Public Cloud Cost 'Rationalization']

"Again, this is what customers want," said Dell. "Our teams are deeply connected at a technical level. You are seeing more and more joint product development with Dell EMC being the best way to express VMware software in hardware and increasingly delivering appliances and solutions that are completely integrated."

VMware CEO Pat Gelsinger last month also singled out the Dell Technologies integration as a key growth driver with 70 percent growth in vSAN with strong performance from VxRail. "We do see that this is an area of particular strength for our Dell synergies and Dell VxRail is going extremely well and they also are effectively being a partner for us on vSAN and vSAN-ready nodes." Gelsinger told analysts earlier this month, "So, across the board, Dell is an effective channel for us in vSAN in our hyperconverged offerings as a whole."

In a 13-D filing with investors last month, Dell Technologies, which owns roughly 82 percent of VMware, said that it was soliciting input from holders of its DVMT VMware tracking stock to gauge their opinion on if they would rather have complete shares of Dell.

Josh Lee, director of sales at Nanuet, New York-based ViruIT Systems, a Dell EMC Titanium and VMware partner, said he expects Dell hyper-converged sales to double this year compared to 2017 due to better synergies between the two vendors.

"We're not only seeing better integration from a product set standpoint for both companies, but we're also seeing better strategic alignments from the Dell EMC and VMware sales organizations. So we're getting better access and better logical access to resources that cover common accounts," said Lee. "We're able to get a hyper-converged specialist at VMware as well as a hyper-converged specialist at Dell EMC that are both aligned strategically to the same vertical and same set of customers that we can access as a partner and cross sell with both teams."

Bob Venero, CEO of Holbrook, N.Y.-based solution provider Future Tech, a Dell EMC Titanium partner, said the tight integration between Dell EMC and VMware has benefitted both customers and partners.

Since Dell has been aligning more closely with VMware, Future Tech's VxRail and VxRack sales are growing at a double digit clip, said Venero. "Future Tech had struggled partnering with VMware until Dell began tightly integrating and aligning with VMware," he said. "Now we have moved up a tier with VMware and we are looking at moving to the top VMware tier."

Venero said enterprise customers are "applauding" what Dell has accomplished with the tighter integration between Dell EMC and VMware. "It creates a unified stack from a technology perspective," he said.

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After acquiring acquired EMC in a $60 billon-plus deal last year, the merged entity, Dell EMC has now announced major platform refreshes to its enterprise storage platform, VMAX, as well as the next generation XtremIO purpose-built All-Flash array to provide IT