SAS partners with TD Synnex to find the MSPs it needs to push AI-driven data analytics into SMB and key industries.

Jeff O'Heir

September 14, 2023

4 Min Read
AI-driven analytics
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SAS, the developer of AI-driven analytics solutions, has signed on with TD Synnex to attract more MSPs and other solution/service provider partners selling into the SMB market. This is the first time in its 47-year history that SAS has partnered with a two-tier distributor.

The move comes as SAS rebrands its partners as solution providers and introduces new partner programs that will allow partners to provide full solutions around core implementations. SAS, which announced the changes at its Explorer conference this week in Las Vegas, used to manage much of the client relationship. HPE announced a similar shift in its partner program in June.

MSPs Needed to Deliver AI-Driven Analytics Into SMB

SAS is looking for more MSPs and solution providers with expertise in a variety of SMB segments. The vendor plans to roll out an MSP partner program in the first half of next year.

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SAS’ John Carey

“The shift is about expanding our footprint and being able to address more market opportunities with the power of SAS solutions,” said John Carey, SAS’ vice president of global channels.

SAS will continue to work with large global partners such as Deloitte, Accenture and KPMG. But the vendor, Carey said, needs skills- and solution-based partners to drive sales into new markets.

“There’s a whole midmarket, an SMB segment, that we can now address both directly and effectively with highly skilled analytics partners who know our solutions and know our platform. They also have intimate understanding of customers in those segments, and can more easily and quickly solve their problems,” he said. “A big part of the TD Synnex relationship is about finding a global distribution partner that can help us scale and provide the operational efficiencies and energy that we need to support this motion.”

Products Include Development Platform and Turnkey Solutions

SAS’s flagship Viya platform is an AI-driven analytics development tool that the company designed for solution providers with an established data analytics division. The vendor also has turnkey tools for solutions such as merchandise intelligence, supply chain and predictive analytics, manufacturing quality control, health and life sciences, and customer intelligence. Those are aimed at MSPs and solution providers looking to build out their data analytics practices. SAS offers training programs across its products for all its partners, Carey said.

The SAS products help to flesh out TD Synnex’s product segments in high-growth solutions areas, said Clay Davis, the distributor’s vice president of global data, AI and IoT solutions.

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TD Synnex’s Clay Davis

“SAS fits in absolutely perfectly with the strategy that we have to bring on the right set of vendors and the right partners to bolster our go-to-market strategy in the analytics and AI spaces, two areas that we’ve been growing,” he said. “SAS is at the top of the charts when it comes to delivering value in that space.”

MSPs Fit Profile of High-Growth Drivers

The type of partners driving those high-growth areas typically have between 10 and 50 engineers and are building skill sets around data science, business analytics and AI. They also have solid experience working with hyperscalers.

“Obviously SAS brings a lot to the table for us, but we bring a lot to the table for SAS in terms of the partners that they want access to,” Davis said. “Many of those are kind of the ideal profile for consuming SAS solutions.”

Davis describes those solutions as cost-accessible and partner-friendly. They’re applicable to small, medium and enterprise markets, as well the industry-based solution sets within Davis’ division, which he says works with “tons” of MSPs each day.

A big part of the early discussions between the distributor and vendor centered around leveraging skills of those MSPs and developing the pathways that will lead them to deploying SAS products, Davis said. Many of TD Synnex’s partners were just as eager to work with SAS.

“SAS is a household name in many in many parts of the world. To have a global relationship with them is something that a lot of partners have been asking for and wondering when SAS was going to come into this tier-two world,” he added. “We’re excited to be able to say, ‘Yes, they’re here.’”

Want to talk to Jeff about SAS, TD Synnex or other vendors? Have ideas for a follow-up article? Email  or connect with him on LinkedIn.

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About the Author(s)

Jeff O'Heir

Jeff O’Heir is a journalist and editor who has spent much of his career covering the business leaders, issues and trends that define the IT and consumer technology channels. His work in print, online and on stage has showcased, educated and connected small and large solution providers, MSPs, channel pros and vendors. During his career, Jeff has also covered engineering technologies and breakthroughs, crime, politics, food and the arts.

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