Channel Awards: TD SYNNEX’s Double Win: What Five Years of Leadership Say About Its Path to 2026

“Our evolution is driven by the needs of our customers”

TD SYNNEX has taken home two major titles – Distributor of the Year and Cloud Marketplace of the Year. What do these wins signal about the business’ direction and impact over the past 12 months?

It shows that we have supported our partners and vendors on their growth journey, and that the constant and consistent effort and investment that we make to put our partners first and make their experience as good as it possibly can be, is paying off.

In addition, it demonstrates our ongoing commitment to forward-thinking, curiosity, and driving change. We are always evolving to meet the needs of our partners through our programmes, platforms, and services, and helping them to drive their business transformation and take opportunities to expand and grow.

It’s an incredible achievement to be named Distributor of the Year for five years in succession and the Cloud Marketplace award is a tremendous endorsement of our StreamOne platform and the knowledge and skills of our teams.

Where do you think TD SYNNEX has outperformed the market this year? What differentiators have genuinely moved the needle for partners?

I think it’s that we never rest on our laurels and continuously work hard to earn our partners’ business. We also never underestimate the importance of our co-workers. Our success is driven by their dedication and effort and that’s why we continue to invest in them. If we have happy, motivated co-workers who feel valued and appreciated, we position ourselves far better to provide our partners with the best levels of service and support. I also believe that living by our values – of always doing the right thing, taking responsibility and owning it, daring to be bold and innovate, and having a growth mindset – makes a real difference to our co-workers and our partners.

The market data and the many awards we’ve received from vendors and from partners over the year, confirm that we’re outperforming across many areas of our business.

TD SYNNEX is known for operating at scale across distribution, cloud, security and specialist practice areas. How do you see your own evolution within that spectrum? Which elements of classic distribution remain critical to your identity, and where have you leaned hardest into transformation?

Our evolution is driven by the needs of our customers. That means providing enablement, education, services, and ecosystems, tools and platforms that drive automation and efficiency for partners, and all the traditional elements of distribution – fast and easy ordering, reliable delivery, and exceptional logistics. It also means providing specialist expertise and support in specialist areas, such as the cloud and cybersecurity and we have made great strides in both of those areas. In addition, we are putting a lot of focus into transforming our sales operations and ensuring that our co-workers have the support and skills to deliver the best possible experience for our partners.

Your investments in AI-enabled tools, practice building, automation and partner enablement have been a consistent theme. Which of these will be most central to your 2026 strategy?

They will all continue to be important but perhaps the most visible will be the Destination AI programme, which is really gaining momentum now. We’ll continue to enhance our StreamOne aggregation platform and our online marketplace – you’ll see some significant developments here. There will also be further investments aimed at enabling and supporting partners in key growth areas.

We’ve heard a great deal about AI reshaping partner sales cycles, demand generation and enablement. From TD SYNNEX’s vantage point, how far along are UK partners in adopting AI-driven operating models? Where are the biggest gaps or opportunities you’re seeing as we head toward 2026?

Embracing new technologies and growth opportunities, such as AI, whilst continuing to meet the needs of their customer base is a continual challenge for partners. I think that partners are in different places, both in terms of incorporating AI into their own business processes and being able to deliver value with AI to their customers. Wherever they are today, and wherever they want to go, strategically, we are here to help. We see a significant opportunity for partners with AI in 2026. We have an excellent enablement programme that will help them to accelerate their understanding and go-to-market plans.