Synnex CEO Kevin Murai and Senior VP of Marketing Robert Stegner kicked off Synnex Varnex 2011 with their keynote focusing on distribution as a driving force for the channel. So what do Murai and Stegner see for the future of Synnex partners? It’s all about enablement. The VAR Guy has the scoop right here …

Murai minced no words: There’s market volatility in this lingering recession, and finding growth and productivity is key. Choosing the right distributor goes a long way to reaching that goal, and, yes, partnerships help as well. Distribution has become central to a lot of channel productivity, especially though its evolving role from simply “having inventory and providing credit,” to “solution-driven distribution” that creates a “world-class entity,” he said.

A large part of Synnex’s and Murai’s drive is focusing on the SMB. “The SMB, as you know, is a very broad market. It’s broad in terms of the vertical markets they play in, and the needs they have in technology solutions. And when you move down the market in the SMB, you are the IT expert,” Murai said to partners. Reaching that market is more productive when Synnex is involved, he noted, because partner collaboration with vendors and Synnex’s programs can bring advanced capabilities that allow a VAR or partner to operate at a much higher level.

Murai also referenced Synnex’s recent RENEWSolv program, which can alert partners of renewal opportunities in addition to aggregating customer’s existing inventory and potential future needs.

Stegner then took the stage and said Synnex is striving to become bigger and better than it already is through a three-step program: Profit, Performance and Protection. More simply: increase margin, increase program efficiencies, adapt to shifting market demands. But he took it one step further, promising Synnex would reach a goal of “$100 million of incremental margin in the next 18 months,” by “doing the right things,” by its partner community. Stegner noted Synnex was already headed in that direction, thanks to the RENEWSolv and CLOUDSolv programs, it was important that Synnex challenge itself.

That, too, was a message for partners: “What do we need you to do? Challenge yourself. Set bench markets. Identify resources. Measure your success and be accountable,” Stegner said. For Synnex, success is laser-focused on happy partners who can flourish and grow.