Case Study: Dell Technologies Scales Global Partner Demand Generation with Structured

Dell Technologies Scales Global Partner Demand Generation with Structured

Dell Technologies needed a way to help thousands of channel partners worldwide generate demand more consistently, efficiently, and with more local relevance. Its existing through-channel marketing automation setup lacked the AI capabilities and ease of use needed to drive adoption at scale, create personalized campaigns by industry and region, and reduce dependence on external agencies. Dell Technologies partnered with Structured to address these challenges using an AI-driven partner marketing automation platform.

Structured implemented a fast-deploying TCMA solution with Smart Journeys, AI-powered personalization, localization across 133 languages, and analytics for partner feedback and campaign performance. Within the first month, more than 1,200 partners had logged in and started using the system, and the rollout was completed in 6–8 weeks with only three part-time team members. As a result, Dell Technologies saw faster partner speed-to-market, lower marketing costs, stronger partner engagement, and real-time insight into partner content needs, with Structured helping deliver global consistency and local relevance.

Dell Technologies