The TD SYNNEX Third Annual Direction of Technology Report provides a detailed view of the evolving global IT ecosystem, providing valuable insights into the challenges, opportunities, and growth drivers across regions.
Following the release of the global report, regional reports diving into insights and trends for each region were published, including North America, and there’s a lot to uncover. The North America supplement showcases a region driving innovation by embracing high-growth technologies while recognizing the enduring relevance of foundational solutions.
At the core of these findings is the importance of bold action, collaboration, and operational excellence in shaping the future of the industry. These elements aren’t just trends—they align with three core principles shaping our business: Dare to Go, Win Together, and Get Stuff Done, which North American partners are leveraging to navigate a rapidly transforming IT landscape.
Dare to Go: Embracing Innovation and Bold Investments
The North American IT ecosystem is at an inflection point, facing the dual challenges of addressing significant skills gaps while making meaningful investments in scalable solutions. These challenges demand a balanced approach—embracing innovation without losing sight of core strengths.
North American respondents emphasized digital transformation within their organizations as a critical challenge, with 55% identifying it as a top concern, compared to just 48% globally. Additionally, adapting to external pressures like supply chain disruptions and rising interest rates remains a bigger challenge in North America (54%) than globally (45%).
These findings highlight the region’s urgency in addressing these evolving market conditions.
High-growth technologies such as artificial intelligence (AI) lead the way, with 86% of North American respondents reporting deals involving AI in the past year, significantly outpacing the global average of 77%. Alongside AI, traditional technologies such as security and hybrid cloud remain high on the list of planned investments. These priorities underline North America’s readiness to go beyond limits and embrace transformative opportunities.
A key example of our commitment to innovation is the recent launch of the TD SYNNEX Digital Bridge Microsoft Teams Plugin, a groundbreaking tool that simplifies integrations for technology partners. This plugin enables real-time access to essential data such as inventory, pricing, and promotions directly within Microsoft Teams, empowering partners to make informed decisions and streamline workflows without toggling between systems. By reducing the complexity of integrations and fostering operational efficiency, this innovation not only supports partners in navigating the digital transformation landscape but also strengthens their capacity to embrace bold, scalable solutions.
Win Together: Collaboration as a Catalyst for Growth
Collaboration is not just a buzzword—it’s the foundation of success for North American IT companies. Whether it’s fostering organic growth or engaging with ecosystem partners, businesses in the region understand that no one succeeds in isolation.
Respondents highlighted the importance of partnerships in navigating complex challenges, such as integrating AI into business models or addressing the nuances of digital transformation. Forty-four percent of North American respondents cited organic growth as a key growth strategy, while 42% emphasized the importance of engaging with ecosystem partners to drive success.
These strategies align with global trends but take on unique significance in North America’s context, where specialized technology solutions are central to the approach.
And we see the value of this collaboration in our partnerships. For example, TD SYNNEX partner Cerebral Blue, a startup aiming to simplify the adoption of AI, participated in the ISV Builder program. Cerebral Blue developed effective go-to-market strategies, forged stronger partnerships with AWS, and improved product visibility on the AWS Marketplace. These efforts, including a Partner Program to onboard System Integrators, highlight how TD SYNNEX helps partners scale solutions and increase market reach, ultimately driving mutual success.
Furthermore, diversity, equity, and inclusion (DEI) also play a role in fostering collaboration. Fifty percent of North American respondents currently offer DEI solutions, with 42% projecting continued demand for DEI metrics and certifications in the next two years.
This focus highlights the region’s commitment to building partnerships that are not just profitable but socially responsible and forward-looking.
Get Stuff Done: Delivering Excellence Through Operational Focus
Operational excellence remains a cornerstone of North America’s IT ecosystem. The region’s ability to balance investments in high-growth technologies with foundational solutions is a testament to its practical and results-driven approach.
Security continues to be a primary revenue driver for North American businesses, with 30% of respondents identifying it as a top focus. AI/GenAI/ML and networking are also significant contributors, reflecting the region’s ability to balance traditional infrastructure with emerging technologies.
Another significant trend is North America’s shift back to hardware and software resale. Between 2023 and 2024, hardware resale increased from 12% to 25%, while software resale grew from 12% to 17%. Looking forward, 60% of respondents anticipate continued growth in hardware resales over the next three years, compared to just 42% globally.
The region’s operational effectiveness is demonstrated by the integration of the StreamOne® Application Programming Interface (API). For vendors, these integrations streamline procurement processes, automate billing and subscription management, and simplify data reporting. And by automating reconciliation and providing easier consumption of data, StreamOne® APIs empower resellers to improve efficiency and drive customer satisfaction.
This adaptability illustrates North America’s ability to execute strategies effectively, ensuring sustained growth.
Preparing for Tomorrow’s Tech Landscape
The findings of the North America Supplement illustrate a region that is not just reacting to change but actively shaping the future. North America’s leadership in AI adoption, its focus on collaboration, and its commitment to operational excellence showcase the region as a hub of technological and strategic progress.
At TD SYNNEX, we understand the critical role we play in this ecosystem. We are committed to supporting these efforts, providing the expertise, resources, and partnerships that help our partners thrive in this complex landscape.
North America’s IT ecosystem holds immense promise, but achieving is full potential will require bold leadership and thoughtful collaboration. Together, we can drive progress that benefits not only our businesses but the communities and customers we serve.
