As global political and economic pressures continue to challenge the technology landscape, tech partners across the ecosystem are doubling down on collaboration to stay competitive. According to TD SYNNEX’s Third Annual Direction of Technology report, more than half of surveyed global partners identified expanding their solution offerings as a top growth strategy. 

This aligns with broader market shifts, with the convergence of AI, cloud and cybersecurity rapidly reshaping customer expectations and increasing the need for ecosystem alignment. Long-term success in this industry is not an individualized effort, but rather is dependent on building together.

In response, TD SYNNEX is deepening its focus on strategic partnership. We are committed to delivering best-in-class services, solutions, and enablement resources that empower partners to win in this shifting environment. From sharing real-time market intelligence to standing up targeted programs like PartnerLINK and the Partner Loyalty Program, we’re helping our partners scale confidently and seize emerging opportunities with clarity and purpose.

Why Collaboration Matters and What We’re Doing About It

According to TD SYNNEX’s Third Annual Direction of Technology report, more than half of surveyed partners—across geographies, business models, and verticals—identified expanding their solution offerings as a top growth strategy. This isn’t surprising, given the speed at which AI, cloud, cybersecurity, and more are converging and reshaping customer demand.

To empower partners to win in this dynamic landscape, we’re delivering intentional, structured support that helps them scale confidently and access emerging opportunities. Two of our partner initiatives – PartnerLINK and the Partner Loyalty Program – are engineered with that mission in mind.

Meeting Market Demands with Purpose

We recently announced the next evolution in how we support ecosystem engagement: a newly restructured partner communities approach, PartnerLINK. This strategic update is designed to help partners get ahead of what the future holds with clarity and confidence, no matter where they are in their journey.

At its core, the new structure is built to ensure partners are future-ready across all technology categories, while enabling deeper, more relevant connections within peer communities. Right now, we have four distinct communities designed to support their specific needs:

• PartnerLINK Ascend – Focused on U.S. partners enabling clients’ digital transformation through infrastructure modernization, security, cloud, and AI-powered analytics.
• PartnerLINK Advantage – U.S. partners driving modernization across sectors with an emphasis on infrastructure efficiency, reliability, and sustainability.
• PartnerLINK Canada – Serving Canadian partners across all sectors and technologies with localized engagement and insights.
• PartnerLINK Public Sector – A newly enhanced option tailored for partners serving public sector customers.

These communities are more than networking groups – Partners are encouraged to work together to meet the needs of their end customers, bringing our “winning together” philosophy to life. . Each PartnerLINK community offers exclusive benefits so  partners can unlock opportunities and capabilities that strengthen, empower and boost growth. From access to specialized training and curated insights to a dedicated 24/7 online hub and live business-building events, members are equipped to grow faster and smarter.

Kristi Kirby, SVP, North American Communities, took time to engage with partners across the ecosystem to learn more about why they value a community and what they are looking for in their communities today, which is not the same thing it has been in the past. Kristi and her team concentrated the benefits around four core principles: Lead, Innovate, Network and Knowledge – LINK. 

Driving Engagement Through Loyalty 

In North America, we’ve also recently launched the first phase TD SYNNEX Partner Loyalty Program, which gives partner members access to exclusive benefits and rewards, and is designed to recognize and reward sustained engagement. This initiative gives partners even more reasons to collaborate intentionally and drive long-term success.

The program’s digital platform serves as a unified hub where partners can:

• Track incentives in real time.
• Receive personalized recommendations for events and enablement.
• Seamlessly access tools, services, and support teams across the TD SYNNEX ecosystem.

While it provided increased partner value for deeper engagement with TD SYNNEX, what makes the Loyalty Program especially powerful is how it complements the PartnerLINK experience. Ultimately, both programs focus on fostering strategic collaboration among partners, TD SYNNEX, and the greater technology ecosystem. 

Even better, PartnerLINK members have access to even more specialized rewards through the Loyalty Program, another benefit for the PartnerLINK community that rewards them for things they are already doing and encourages new activities that drive meaningful business impacts.

A New Era of Partnership

The momentum we’re seeing is no coincidence. According to the latest Direction of Technology report, nearly three-quarters of global IT spend is now driven through partners—a testament to the vital role collaboration plays in powering outcomes across the ecosystem. 

Around the world, partners are linking their growth directly to deeper engagement with peers. The unifying message across these programs is that we are the LINK between our partners and the insights, expertise, and innovation needed to thrive in a quickly evolving market.

Whether it’s through leading, innovating, networking or gaining knowledge, we want every partner to feel empowered within our communities and confident that we understand where they want to grow. By prioritizing partner collaboration, we strengthen our partner ecosystem and provide solutions to help get them to that next level.

The technology landscape will only grow more complex, that we know will also provide a wealth of opportunities for innovative market leaders. That’s why we’re inviting eligible TD SYNNEX partners to engage with PartnerLINK and the Loyalty Program. By prioritizing collaboration, enabling specialization and investing in long-term engagement, we don’t just grow together, we win together.

If you’re ready to take your business to the next level, we’re here to connect, support, and lead the way, together.