Dominic Elliott

Dell Gold Partner Manager – ISG Channel Strategy & Enablement
Manage a portfolio of Dell Gold ISG partners, driving profitable market share growth through strategic engagement, business planning, and execution across all routes to market. Advise partners during Dell’s shift to a channel-first model, helping them capitalise on Dell’s infrastructure portfolio.

Core Responsibilities & Achievements

• Full ownership of developing and executing Dell’s annual business plans for each partner.
• Supported creation and rollout of targeted marketing campaigns in collaboration with marketing leadership.
• Delivered accurate, timely pipeline forecasting and contributed to long-term growth planning.
• Built and nurtured key channel relationships, unlocking new business and enhancing partner alignment.
• Engaged directly with high-potential customers to drive partner preference and strengthen Dell’s market position.
• Collaborated with vendor sales, operations, and marketing teams for cohesive GTM execution.
• Led large-deal structuring and pipeline acceleration initiatives.
• Negotiated pricing and rebate frameworks to optimise partner margins and competitiveness.
• Influenced internal policies across purchasing, sales, and pricing to streamline partner engagement.
• Provided strategic insight into Dell’s evolving propositions and ISG positioning.

Performance Highlights

• FY24 Revenue Target: £12M | Achieved: £6.7M
• FY25 Revenue Target: £12M | YTD: £9.7M

Responsible for driving incremental new business through strategic relationship management and targeted business development across a portfolio of key accounts. Focused on increasing DLL’s footprint within the IT channel, primarily medium and large value-added resellers (VARs).

Key Responsibilities & Achievements

• Strategic Relationship Management: Grew existing partner relationships by identifying new business opportunities, improving deal support, and implementing process enhancements to increase share of wallet.
• New Business Development: Drove incremental business through tailored initiatives, delivering high-impact training sessions on DLL’s financing solutions and value proposition to partner sales teams.
• Reseller Onboarding & Enablement: Led onboarding of new resellers, including product education, go-to-market alignment, and process training to ensure strong adoption and long-term partnership success.
• Portfolio Oversight: Managed partner portfolios, ensuring compliance with DLL standards while supporting end-of-term finance options, refreshes, and upgrade cycles.
• Operational Efficiency: Streamlined credit applications, approval workflows, and settlement processes in collaboration with partners, improving turnaround times and partner satisfaction.
• Lead Generation & Collaboration: Identified and escalated sales opportunities to the wider Sales team and Country Sales Manager, supporting pipeline growth and new partner acquisition.

Accountable for driving profitable market share growth through strategic engagement and execution of business plans across key channel stakeholders. Led the alignment of HPE-specialist and generalist sales teams to ensure comprehensive coverage across all relevant routes to market.

Key Responsibilities & Achievements

• Partner Enablement & Retention: Supported HPE value partners (non-volume, tender-led businesses) to protect market share and drive profitable growth across the full HPE product and services portfolio.
• GreenLake Expansion: Grew HPE GreenLake as-a-service renewals, transitioning customers from transactional sales to multi-year contractual agreements, increasing complexity and TCV.
• P&L Delivery:
  FY20 Revenue: £9.8M target | Achieved 110%
  FY20 Margin: £461K target | Achieved 129%
  FY21 Revenue: £21M target | Achieved 103%
  FY21 Margin: £1.2M target | Achieved 101%
• Business Planning: Owned and executed HPE’s annual vendor business plan within Tech Data, aligning goals across internal and external stakeholders.
• Go-To-Market Execution: Partnered with marketing to design and deliver integrated campaigns, boosting visibility and pipeline generation.
• Forecasting & Pipeline: Delivered accurate weekly forecasting and supported long-term pipeline growth through deal structuring and rebate negotiations.
• Stakeholder Engagement: Built strong executive relationships with HPE stakeholders, partners, and internal sales teams to drive alignment and collaboration.
• Internal Influence: Increased HPE’s visibility and influence across Tech Data departments including purchasing, pricing, sales, and vendor operations.

Promoted after a successful first year to manage a portfolio of key accounts within the Rugged Sales Team, operating across both internal and external functions. Delivered £4.21M turnover and £372K gross profit in this role.

• Built strong relationships with decision-makers across four corporate VARs, securing long-term partnerships.
• Presented CI’s product portfolio, hosting engagement days at customer HQs to drive awareness and adoption.
• Delivered full solution selling, maximising profitability beyond standalone hardware sales.
• Negotiated commercials, implemented rebate structures, and secured preferred supplier status with key accounts.
• Supplied senior management with insights on customer needs, competitive activity, and opportunities for new products/services.
• Provided regular updates to sales managers on pipeline health, monthly/quarterly targets, and overall objectives.

Focused on driving sales into the Distribution account base for all Non-Ruggedized business, cultivating opportunities within existing trading accounts while identifying new customers aligned to the full CI product portfolio. Achieved £910,000 turnover and £79,000 gross profit within the financial year.

• Leveraged reseller partnerships at Centerprise to deliver stock deals to European customers.
• Analysed historical sales data to identify underperforming accounts and implemented tailored solutions to increase profitability.
• Collaborated with sales managers, providing regular updates on pipeline, monthly/quarterly targets, and company objectives.

Delivered IT solutions to B2B clients while driving new business and expanding existing accounts across SMB and mid-market. Key vendor partnerships included HP, HPE, Cisco, Lenovo, and Dell.

• Owned and developed accounts generating £2.4M annual revenue at 10% margin
• Delivered full solution selling (hardware, software, services), increasing customer spend and profitability
• Identified and capitalised on market trends, directly contributing to growth in new revenue streams
• Reported on pipeline performance and revenue forecasts, supporting leadership in achieving quarterly targets

Responsible for developing and managing relationships between Westcoast and a dedicated customer base, acting as the first point of contact for all client needs.

• Maintained a strong focus on CRM to ensure effective client engagement and long-term account growth.
• Opened and developed new business accounts, driving revenue opportunities.
• Partnered with sales managers to provide regular updates on monthly and quarterly KPIs, targets, and company objectives.
• Delivered tailored sales solutions aligned to individual customer requirements.
• Conducted analysis of historical sales performance to forecast future growth and support strategic planning.