TD Synnex also released a report detailing how massive AI has become in the past year.

Moshe Beauford, Contributing Editor

October 5, 2023

3 Min Read
TD Synnex Launches ISV Accelerator Program for North America Partners
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TD SYNNEX INSPIRE — Distribution giant TD Synnex on Thursday introduced its new ISV accelerator program for partners in North America.

The newly released partner program features ISV co-sell opportunities, access to the firm’s channel boot camp, entry to the fresh-faced TD Synnex partner health and fitness tool, and tools for ISVs to focus their lead generation. There’s access to go-to-market materials, too.

The distributor made the ISV accelerator program announcement at its Inspire conference in Greenville, South Carolina, which runs through Friday. This year’s event features workshops covering everything from artificial intelligence (AI) to the public sector.

Furthermore, TD Synnex released its 2023 Direction of Technology Report, which had some unexpected findings.

Here’s our most recent list of important channel-program changes you should know.

Colossal Growth for AI

Among them, the survey’s more than 550 technology resell partners said they increased the amount of AI and machine learning offerings they put forth by some 625% in the past year.

Bergamo Marketing Group’s Allison Bergamo told Channel Futures that technology resellers must prepare for sophisticated conversations about their AI offerings with their customers and prospects.

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Bergamo Marketing Group’s Allison Bergamo

“They need to illustrate how these tools can help businesses enable data-driven decision-making and unlock new capabilities while ensuring a return on investment,” Bergamo said.

She added that resellers must also help their customers and prospects address a broad array of issues like identifying specific use cases for generative AI in their organizations, what the governance and operating model should be, and how to manage third parties such as cloud and large language model (LLM) providers.

“In doing so, generative AI will evolve from an experiment to a business asset within these organizations,” Bergamo said.

The report, executed in conjunction with Canalys, Channel Futures’ sister research arm, unveiled much more by way of the critical role high-growth technologies play in the partner landscape.

For starters, it found that several other “high-growth technologies” – such as cloud, AI, IoT internet of things, cybersecurity, and hyperscale infrastructure – dominate partner offerings as of late.

Security was the top technology sold by partners, followed closely by networking, servers and storage, and hybrid cloud, the report highlights, with cybersecurity leading the way as the technology most often partner-delivered at 91.5%.

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Ascent Business Services’ Jon Heaps

Jon Heaps, co-founder and managing partner at Ascent Business Partners, said over the past two years alone, he’s seen technology in the contact center space shift dramatically.

“More and more companies are looking to purpose-built AI products that are advancing the technology faster than before,” said Heaps.

Shifting Skills Points to Change On the Horizon

More than one-third (38%) of respondents said managed services were the top business skill they needed, while the same portion said they required security the most.

“Following security, networking and data analytics were the most in-demand technology skills among partners globally. And after managed services, professional services and business planning [were] the most sought-after business skills,” states the report.

Perhaps most compelling, according to Canalys estimates, 73% of IT spending will be partner-delivered this year, with 77% of channel partners reporting having seen revenue growth in 2023.

Partners say they have achieved as much by shifting business models and offerings in real time to meet changing market demands.

“The pace at which technology changes in the modern business environment is overwhelming for many organizations, “making it tough to keep up and make informed decisions about what technologies to adopt,” Heaps shared.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Moshe Beauford or connect with him on LinkedIn.

 

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About the Author(s)

Moshe Beauford

Contributing Editor, Channel Futures

Moshe has nearly a decade of expertise reporting on enterprise technology. Within that world, he covers breaking news, artificial intelligence, contact center, unified communications, collaboration, cloud adoption (digital transformation), user/customer experience, hardware/software, etc.

As a contributing editor at Channel Futures, Moshe covers unified communications/collaboration from a channel angle. He formerly served as senior editor at GetVoIP News and as a tech reporter at UC/CX Today.

Moshe also has contributed to Unleash, Workspace-Connect, Paste Magazine, Claims Magazine, Property Casualty 360, the Independent, Gizmodo UK, and ‘CBD Intel.’ In addition to reporting, he spends time DJing electronic music and playing the violin. He resides in Mexico.

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