Less than three years since making tech history by acquiring EMC Corp. (and taking on $50 billion in debt in the process), the Dell Technologies Inc. family is starting to show its strength, reporting double-digit revenue growth across its three business units: the infrastructure solutions group, client solutions group, and VMware Inc.

With its strong core of seven brands, encompassing Dell, Dell EMC, VMware, Pivotal, RSA, Secureworks and Virtustream, Dell Technologies already holds the number one position in more than one market sector. Add in its channel partners, and the company’s revenue beats out global giants, including Nike, Facebook and Starbucks, according to Cheryl Cook (pictured), senior vice president of global partner marketing at Dell EMC.

“We are thrilled with the momentum we’ve seen in the partner community,” Cook said. “Thanks to a lot of their engagement and support and solutions that they’re developing around Dell Technologies, our channel business has just hit $50 billion in orders this year.”

Cook spoke with Dave Vellante (@dvellante) and John Furrier (@furrier), co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during the Dell Technologies World event in Las Vegas. They discussed Dell’s focus on its global channel and the recent rebranding to the Dell Technologies Partner Program (see the full interview with transcript here). (* Disclosure below.)

Leveraging the potential of the global channel

The rebranding of the Dell EMC Partner Program to the Dell Technologies Partner Program was announced during last week’s Dell Technologies World. The name change reflects the broadening of the brand across the Dell family, bringing the full power of the Dell ecosystem into play.

“In many ways [the re-branding is] just simplifying the ability for the partners to lean in and realize the advantage of the offers, solutions and capabilities of the family of companies,” Cook said.

Internet of things connected bundles, partner match services, and cloud competency certifications are examples of Dell’s global channel working to help members capitalize on new technologies.

“It’s going to allow our partners to really enable and build services capabilities for their businesses that are highly lucrative, high margin service capabilities around these cloud offerings, these integrated solutions, really leaning in and leveraging their expertise across Dell, EMC, VMware ,and the rest of the family of businesses,” Cook stated.

With such a wealth of resources from its family and partners, Dell Technologies is in an excellent position to simplify entry into the digital era for their customers and, in turn, for their partner’s customers. “I think where partners are really savvy and where they’re uniquely advantaged and positioned well to help customers is in those complex workloads,” Cook said.

While Dell takes the lead, partners are reaching out and helping one another to the benefit of all. “We’ve seen alliances form, where you have different partners that may not possess security capabilities, for example, they team and they partner,” Cook stated. “The community in the ecosystem is evolving, and they’re leaning on their strengths and really trying to best position themselves to realize opportunity.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the Dell Technologies World 2019 event. (* Disclosure: Dell Technologies Inc. sponsored this segment of theCUBE. Neither Dell nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE