Ep 38 | How TD Synnex is Reinventing Distribution

In this episode of the Unlearn Podcast, Asher Mathew and Kelly Sarabyn sit down with Sergio Farache, Chief Strategy and Technology Officer at TD Synnex. Sergio shares insights on how TD Synnex is breaking away from the traditional linear model, creating a dynamic ecosystem that supports diverse partner types, from SMBs to global enterprises.

Chapters

02:28 - Sergio’s Background and Role at TD Synnex

04:11 - Evolving from Linear Models to Ecosystems

08:27 - The Omnichannel Approach

16:27 - Supporting SMBs with Tailored Programs

23:47 - Empowering Partners and Managing Data

33:37 - Distribution Models and Partner Retention

44:16 - Go-to-Market Trends and Future Focus

Key Takeaways

1. Ecosystem Integration: TD Synnex serves as the “ecosystem of ecosystems,” integrating major cloud platforms like AWS, Microsoft, and Google into a unified experience.

2. Omnichannel Strategy: Whether partners prefer a digital portal, API integration, or direct support, TD Synnex meets them where they are.

3. Focus on SMBs: Programs like Evolve help smaller partners scale their offerings without needing a large internal team.

4. Data-Driven Decisions: TD Synnex leverages its extensive data to help partners target the right customers and build effective go-to-market strategies.

5. Future of Distribution: Embracing digital engagement while maintaining human touchpoints remains crucial for building long-term relationships.

Key Quotes

“We are the ecosystem of ecosystems. Our role is to normalize interactions across platforms, allowing partners to access major cloud providers from one place.” - Sergio Farache

“If you build an amazing global SMB company, you’ll get any money you want from VCs.” - Asher Mathew

“The essence of why platforms exist is to add value by connecting partners and customers across the chain.” - Kelly Sarabyn

Final Thoughts

Sergio Farache highlights how TD Synnex is redefining distribution by fostering an interconnected ecosystem, focusing on SMB enablement, and leveraging data to deliver value. As the market evolves, TD Synnex’s approach to blending human interaction with digital efficiency will likely set the standard for the future of technology distribution.