Byline: Jan Michael de Kok , VP, Global AWS Lead & FinOps GTM
Navigating the New Economics of Cloud: Why FinOps Matters Now
Cloud financial management has evolved from a “nice to have” into a business necessity. As organizations scale, many find that cloud costs are rising faster than returns. According to Deloitte’s 2025 Cloud Gets Lean: FinOps Makes Every Dollar Work Harder report, 94% of organizations face challenges managing cloud costs effectively, and only one in five have full visibility into their spending, leaving many unable to reinvest strategically (Deloitte).
For partners and their customers, this creates both opportunity and risk. Demand for cloud services continues to grow, but without a shared, real-time view of costs, even strong revenue can mask shrinking margins.
This growing complexity is accelerating the global adoption of Financial Operations (FinOps), a framework that brings clarity and accountability to cloud economics.
The Economics Behind a $18.5 Billion Market
According to IDC, analysts estimate the FinOps market at $18.5 billion, with annual growth projected above 16% through 2028. Several factors are driving this trend: the expansion of artificial intelligence (AI) and machine learning (ML) workloads, the shift to hybrid and multi-cloud environments, and the need for chief financial officers (CFOs) to demonstrate clear, data-driven return on investment.
The FinOps Foundation’s State of FinOps 2025 survey shows that waste reduction now tops the priority list, with nearly two-thirds of organizations extending FinOps beyond core infrastructure to include Software as a Service (SaaS), Artificial Intelligence (AI), Machine Learning (ML), and private cloud environments.
With cloud transformation accelerating, organizations that strengthen cost governance and financial accountability are best positioned to achieve lasting profitability and customer confidence.
Turning the Opportunity into Profitable, Recurring Growth with the TD SYNNEX Global FinOps Practice
So how can partners and their customers turn financial complexity into opportunity? At its core, FinOps connects technology, finance, and operations through live usage and cost data. Instead of reacting to invoices after the fact, it creates a continuous cycle of forecasting, monitoring, and optimization that enables smarter spending decisions in real time.
The TD SYNNEX Global FinOps Practice, powered by IBM, brings together partner enablement, integrated tooling, and a FinOps-as-a-Service model that helps partners build or enhance their own FinOps practice. This approach supports partners and their customers at every stage of their FinOps journey, helping them optimize cloud spend, improve forecasting accuracy, and strengthen financial performance across multi-cloud environments.
With the right expertise and automation, partners and their customers can transform financial discipline into a competitive advantage, without the need to build a full practice from scratch. With TD SYNNEX FinOps Practice partners get a turnkey model: platform, services, playbooks, and ongoing enablement—not just a tool.
According to TD SYNNEX’s Direction of Technology report, many organizations already offer or plan to launch FinOps services, signaling that financial operations are becoming a key pillar of modern IT strategy.
How Partners Can Strengthen Margins and Retention
Building a FinOps capability takes time, but focused action can accelerate progress:
- Form a cross-functional team to analyze spending patterns and surface insights early.
- Adopt real-time analytics and forecasting tools so finance and engineering work from a shared source of truth.
- Right-size commitments such as reserved instances (RIs) and savings plans based on data rather than assumptions.
These steps open new conversations with customers about optimization and modernization, creating service opportunities and reinforcing trust. They also help align finance, IT, and operations around shared accountability for cloud investments.
A Real-World Example of Margin Recovery
Sincera, a cloud reseller, faced shrinking margins in a competitive AWS engagement and needed to restore profitability while maintaining customer value.
Through the TD SYNNEX Global FinOps Practice, Sincera adopted the FinOps Elastic Compute Cloud (EC2) Optimization Managed Service, which applies cost-optimization strategies and reserved-instance management to reduce spend and improve forecasting.
Results
- 55% year-over-year margin increase
- Significant monthly cost reductions for the end customer, exceeding savings goals
- Consolidation of additional Microsoft Azure business with Sincera
“Our collaboration with TD SYNNEX was key in delivering meaningful cost savings. Their innovative share-shift tax strategy secured optimal reserved-instance pricing and managed the long-term commitments to lower our customer’s cloud costs while ensuring Sincera maintained positive margins. They also provided excellent post-implementation support, ensuring a seamless transition for both our team and our customer.”
— Warren Cornelius, Managing Director, Sincera
Preparing for the Next Wave of Cloud Economics
Sincera’s experience reflects a larger market shift. FinOps is becoming the foundation for profitable cloud operations. As AI and ML workloads expand and multi-cloud environments grow more complex, the need for real-time analytics, disciplined cost governance, and shared accountability will continue to rise.
The TD SYNNEX Global FinOps Practice, powered by IBM, brings these elements together in one comprehensive framework:
- Advanced analytics and intuitive dashboards powered by IBM Cloudability
- Optimization and forecasting services that align finance, operations, and IT teams
- Comprehensive enablement resources that help partners develop or scale their FinOps capabilities
- A dedicated global and regional Center of Excellence with FinOps experts
Through this comprehensive FinOps-as-a-Service model, TD SYNNEX empowers partners and their customers to make smarter, more profitable decisions in the cloud – fostering long-term engagement and value creation rather than one-time projects.
Explore the TD SYNNEX Global FinOps Practice to keep your cloud costs in check and turn smarter spending into stronger profitability.
