We recently closed our survey for the fourth annual Direction of Technology (DoT) report, and we are thankful for the record-setting number of channel partners who participated. Over the next few weeks, our teams will be analyzing the data to provide insights and takeaways that remain one of a kind in the industry.
What we already see is clear: in just 365 days, new challenges emerge, breakthroughs accelerate, and partners around the world are constantly recalibrating their IT strategies.
Looking back on last year’s award-winning third annual DoT report, we identified five key trends. Let’s revisit four of them via deep-dive articles before turning to the fifth, collaboration:
1. Leading With Ingenuity and Flexibility – Empowering Growth: How Flexible Financing is Transforming Business Scalability
The third annual DoT report showed that 50% of global partners now offer credit and financing solutions, up from 44% in 2023, with 59% of APJ partners citing financial scalability as a key challenge. Flexible consumption models also surged globally, from 33% in 2023 to 54% in 2024. Tech Data Capital’s expansion in APJ is helping partners meet that demand by scaling growth, adopting new technologies, and staying competitive.
2. Driving Innovation with a Strong Foundation – Cutting Through The AI Fatigue To Help Partners Turn AI Hype Into Business Value
The third annual DoT report showed that 78% of organizations are exploring or implementing AI, and 45% of tech leaders see it as a key specialization area, even as 62% struggle to identify practical use cases amid the hype. TD SYNNEX is helping partners cut through the unhelpful hype and the AI fatigue with programs like Destination AI™, which guides them from early adoption to advanced implementation and turns AI into measurable business outcomes.
3. Leveraging Essential Solutions for a Complex World- Zero Trust Security: An Essential Strategy as Security Remains a Top Priority
The third annual DoT report found that partners rank security (49%) as their top planned solution, followed closely by AI/GenAI (44%), hybrid cloud (39%), and networking (38%). As these priorities converge, adopting a Zero Trust model has become an essential strategy to address evolving threats and protect data across multi-cloud, hybrid environments.
4. Meeting Regulation and Mitigating Risk – Transforming Tech into Opportunity
The third annual DoT report revealed that 37% of partners cite ESG standards as a top challenge, underscoring the urgency for sustainable solutions. TD SYNNEX’s partnership with Human-I-T is an example of addressing this challenge head-on by refurbishing more than 145,000 devices, diverting 100,000 pounds of e-waste, and expanding digital access to more than 100,000 individuals worldwide.
Now, we’re diving into the final takeaway:
5. Prioritizing Collaboration, Coordination and Consolidation
If complexity defines the industry, it’s collaboration that defines the response. Half of the third annual respondents said organic growth was their top growth strategy, while 42% emphasized engaging with the broader channel ecosystem. With 73% of global IT spend delivered through partners in 2024, the findings underscored that the future of technology is built on partnerships.
Mergers and acquisitions also gained momentum, with one in four partners seeking a buyer in 2024, more than double the number from just two years earlier. Partners also faced intensifying margin pressure (52%), technical education needs (48%), and digital transformation demands (48%). While these challenges strained resources, they also pushed the ecosystem to find trusted partners who could alleviate pressure.
The data reinforced how central partners are to IT delivery. Cybersecurity, telecommunications, IT services, and unified communications were overwhelmingly partner-delivered, often at rates above 80–90%. Even in infrastructure and software, where vendors play a larger role, partners contributed significantly.
In short: whether through partnerships, acquisitions, or new markets, companies are creatively finding ways to scale.
What’s Ahead for 2026?
While the full findings of the fourth annual DoT report will be released in September, we asked our social media community to share an early glimpse at where the data could be headed:
Strongest area of expertise:
More than half of respondents selected modern IT infrastructure, showing it’s clear that our audience still define their core foundation and value around the essentials of traditional IT solutions like servers, storage and networking. Yet high-growth technologies (27%) such as AI, security, and data analytics are quickly gaining ground. By 2026, more partners will be doubling down on a technology stack that effectively blends traditional, core IT products with modern, innovation-driven solutions.
Reliance on distributor:
Nearly half of poll respondents said they rely most on their distributor for IT services, confirming the growth trend we expect to see in the next DoT report. Portfolio breadth (30%) remains important, and partners will strategically lean on their distributors for training and education (15%) that supports those strong vendor relationships. By 2026, distributor value will be less about their catalog, and more by the ability to deliver services, close skills gaps and simplify the complex ecosystem.
Biggest challenge:
It’s not common to find a social media poll so evenly dispersed, showing just how many challenges the industry is facing. Employee skills gaps (32%) had the slight edge as the top challenge, reinforcing that technology continues to outpace the talent required to keep up. Competitive pressures (24%) and rapidly-changing technology (24%) show how innovation intensifies market rivalry. The channel’s success in the year ahead will depend on how effectively these challenges are addressed, and winners will be those who leverage AI and evolving security strategies to their advantage.
Closing the Loop: 365 Days of Change
Looking back, the third annual DoT report gave us a clear picture of how partners were navigating disruption. Looking ahead, the polls tell us where that adventure is headed. Infrastructure will continue to anchor the ecosystem, services will drive distributor value, and skills will determine who thrives in a competitive and fast-changing market. In other words, 365 days can truly redefine technology priorities, and the upcoming fourth annual DoT report will show how the channel is turning challenges into opportunity.
Note: You can also find region-specific takeaways from our third annual Direction of Technology report: Asia Pacific and Japan | Latin America and the Caribbean | North America
