At TD SYNNEX, we are committed to shaping the future of technology by engaging in meaningful dialogue with our global technology partners. In 2022, we achieved a major milestone by becoming the first solutions aggregator to release a comprehensive global survey of the technology ecosystem, amplifying the voices of resellers worldwide. 

This year, we’ve continued that momentum, unveiling our third annual Direction of Technology report, which captures insights from a record 1,006 B2B channel partners across more than 60 countries, highlighting key trends shaping the future of the industry.

From North America to Europe, Latin America, and Asia Pacific, our partners shared their unique perspectives on the evolving technology landscape, providing a reflection on the last 12 months and revealing key trends and insights for the year ahead. 

First Impressions: Relationships Matter

We heard from partners that while the industry is shifting and there’s uncertainty, there’s also plenty of optimism and opportunity for continued growth thanks to the partnerships and communities built to accelerate mutual success. With 73% of global IT spending flowing through partner-driven channels in the year ahead, collaboration remains essential to the channel ecosystem. 

As competition intensifies and technological transformation moves into the future, working together is not optional for businesses who want to grow. The report makes it clear that embracing coordination and consolidation is key to thriving in 2024 and beyond. Some highlights include:

• 42% of respondents identified “Engaging with the channel” as a top growth strategy, indicating that collaboration is what fuels innovation and market adaptability
• 92% of cybersecurity sales will be delivered by channel partners in 2024
• 39% of respondents identified they want to expand into new international markets, while 33% identified that they would like to expand into new vertical markets, but that they often need a partner with the scale and scope to assist with this expansion
• 48% of respondents identified “ongoing technical education” and 47% identified “rapid technological change and adoption” among their top business challenges, both areas that are simplified through strategic channel partnerships in order to remain competitive. 

Our partners are leveraging each other’s strengths, coordinating efforts, and consolidating solutions to meet customer demands in creative and efficient ways.  Our role is to work with partners across the entire technology ecosystem to manage this relentless transformation, execute confidently and evolve to capture opportunities up ahead. 

New Critical Themes and Growth Opportunities Have Emerged

This year’s Direction of Technology Report reveals several key themes that highlight both how far the industry has come in the last 12 months, and what will shape the future of the technology ecosystem:

• A growing emphasis on meeting regulatory standards while building a more equitable society – Partners are increasingly focused on building greener, sustainable solutions while more than one third (37%) are prioritizing and offering DEI metrics as a solution. 
• The rapid evolution of cloud technologies and hybrid IT environments – As businesses continue to prioritize flexibility and scalability, cybersecurity remains a top concern for these environments, with organizations investing heavily in threat detection, prevention, and response.

These insights are critical – not just for understanding the direction of the industry, but for connecting our partners with the right opportunities.

Navigating a Complex World with Simplicity

This year’s Direction of Technology Report highlights a reality we all face: We’re living in a complicated world, supported by an increasingly complex IT ecosystem. As always, the businesses that find simplicity in the complexity are the ones that will thrive the most. 

Meeting this imperative requires technology that offers flexibility and adaptability without overwhelming partners, and the channel has an increasingly pivotal role in making this happen:

• 61% of respondents identified “simplified, specialized tech solutions” (number one) as a key need of the tech ecosystem – even beating out “ease of transacting business” (55%)
• While AI and GenAI continue to grow in importance, core essentials such as security (32%), networking (26%) and endpoint devices (19%) outpace AI (15%) as a top revenue driver
• Overall, respondents identified minimal change and increased stability in their year-over-year product portfolio, with the resell of hardware (22%) and software (18%) as the top two product offerings

In an era defined by rapid change, it’s vital to stay focused on delivering simplified solutions that help partners solve problems and seize opportunities without adding unnecessary complexity.

A Bright Future Built on Collaboration

Reflecting on this year’s Direction of Technology Report, it’s clear that our ecosystem is not just responding to challenges, but driving meaningful progress. Whether it’s adapting to economic conditions, embracing the potential of AI, or meeting the demands of a more regulated world, our partners are prepared, leading with agility, ingenuity and resilience.

The collaboration between TD SYNNEX and our global network of partners is what makes all this possible. Together, we’re shaping the future of technology, ensuring that our solutions not only meet today’s needs but pave the way for tomorrow’s innovations.

We’re excited to share the full report with you, and we thank all 1,000+ partners for their insights, partnership and trust as we continue this journey together.