Chad Dowlen - Dell Technologies’ Journey from Direct to Partner-First

In this episode of Partnerships Unraveled, we sit down with Chad Dowlen, Senior Director of North American Channels at Dell Technologies, to unpack one of the most remarkable channel transformations in tech history. With over two decades at Dell and 17 years in the channel trenches, Chad offers a firsthand account of the company’s pivot from a direct-only model to becoming a global channel powerhouse.

Chad shares what sparked this strategic shift, how Dell overcame internal resistance, and the cultural evolution that made "partner first" more than just a mantra. From key inflection points like the EqualLogic acquisition to groundbreaking initiatives like Partner First for Storage, Chad takes us behind the scenes of the structural and strategic decisions that changed everything.

We explore how Dell scales partner engagement, nurtures long-term relationships in a high-churn environment, and maintains one of the most tenured channel teams in the business. Chad also provides hard-earned leadership advice for new channel chiefs and outlines the communication strategies that keep 400+ team members aligned and executing.

Whether you're leading a channel team or shaping your company’s route-to-market strategy, this episode is a masterclass in channel leadership, culture, and long-term impact.

Connect with Chad: https://www.linkedin.com/in/chad-dowlen-9672868/

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