EMC is reviewing channel programme changes even as its acquisition by Dell is proceeding.
It is intent on building its presence in the mid-market, it told a press briefing this week.
EMC's UK channel head Kevin Sparks said that the channel was involved in around 99.9% of deals in this space, even though EMC itself had some 50 staff working on sales.
It is engaged in a struggle for recognition that it is not just as enterprise company, he said.
This was confirmed by Sarah Lellow, MD of EMC partner Reciprocal, who praised the high level of market funds available to them, but also suggested that the partner programme was in need of some revision.
As a Silver partner based on revenue, she said the jump to Gold was just too high.
Eamon Campbell, MD of EMC partner and insurance/financial services IT reseller Norisco, said that EMC might want to look into having a specialist accreditation for those, like his business, who were expert in their fields.
EMC itself has highlighted the need to work with more specialist partners as part of its future plans.
Sparks confirmed that discussions are taking place on revisiting the programme, but EMC has a lot on its plate at the moment, what with the Dell take-over, and is also working on a new collaboration tool for service providers, resellers, distributors. Although details are sparse, this is planned for 2016.
The role of distribution for EMC in this market is also under review since both partners agreed that the two tier model worked well as an introduction to the vendor, but they used their own resources after that.
Sparks named distribution as key to its idea of increasing coverage by locating and bringing in new partners.
Distribution's role in credit and in delivering cloud SLAs and contracts is still useful, it was agreed, but technically, the partners rely on their own expertise.
Distribution is useful for introducing new vendors, said Eamon Campbell, who also confirmed that he was approached every month or two by EMC rivals, including US-based start-ups, looking to sign him up as a partner.