Distribution partners play a pivotal role in connecting people around the world with the technologies that fuel daily life. While this fact may not come as a surprise to seasoned Cisco partners, the significance of their role was further underscored at the recent Global Technology Distribution Council Summit (GTDS) in February. Frank Vitagliano, CEO of the GTD, articulated it best, stating, “In 30-plus years there has been a presence and an ongoing value of the distributors in the go-to-market supply chain. It’s not just the unwavering stability that they’ve demonstrated over the years, but it’s also the capacity to continue to invest and evolve their capabilities to provide the enhanced services and support that all of us in the industry need.” During the Summit, Vitagliano led a panel discussion titled “Distribution Empowers Innovation”, where TD SYNNEX COO, Patrick Zammit, joined other leaders to shed further light on the role distributors play in driving innovation and success within the industry.
One of the key takeaways from the panel discussion was the importance of adaptability in the face of constant change. As technology continues to evolve at a rapid pace, distributors must remain agile and responsive to the needs of their partners and customers alike. By staying ahead of the curve and investing in new technologies and capabilities, distributors can position themselves as invaluable allies in the journey toward innovation and success. With the support of TD SYNNEX, partners can become strategic advisors to their end customers, focusing on delivering value beyond traditional IT support.
During the discussion, Zammit focused on the timely topic of navigating the challenging macroeconomic landscapes, geopolitical issues, and disruptive events like the global pandemic. With a wealth of experience as TD SYNNEX president for Europe since 2017, along with additional executive roles in Asia Pacific and Japan, Zammit provided valuable insights. He emphasized the pivotal role distributors play in helping suppliers and customers operate effectively in unstable environments. In response to these challenges, distributors have been proactive in providing financial assistance, extended payment terms, and new financing options to support their partners and their customers during turbulent times.
Throughout the industry, there is a growing demand for services and software. As hardware volumes decrease, distributors play a crucial role in incubating new practices, providing marketing services, and offering third-party logistics support to vendors and partners. Software has become an increasingly important focus for Cisco. With the recent acquisition of Splunk, Cisco became one of the largest software companies in the world.
The panelists unanimously affirmed the value in collaborative partnerships between distributors and suppliers. They called for increased engagement, transparency, and alignment of goals to maximize the value derived from distribution partnerships. Suppliers can benefit most by actively engaging with distributors, leveraging their expertise, and capitalizing on the full range of services and capabilities they offer.
To sum up some of the key takeaways for Cisco Distribution Partners from the discussion:
1. Engage Early: Collaborate closely with distributors and leverage their expertise to navigate challenging environments and emerging trends effectively.
2. Utilize Financial Support: Take advantage of extended payment terms and financing options offered by TD SYNNEX to secure your customer base and drive growth.
3. Focus on Digital Transformation: Embrace digital platforms and automation to simplify processes and enhance customer experiences. Leverage distributor-hosted platforms and marketplaces to scale your business efficiently.
4. Diversify Offerings: Stay ahead of market trends by diversifying your technology offerings. Work closely with TD SYNNEX to identify emerging technologies and investment opportunities.
5. Align Strategies: Foster strategic partnerships based on aligned self-interest and mutual growth objectives. Collaborate closely on go-to-market strategies and leverage resources from TD SYNNEX to drive success.
Distributors and partners play a critical role in empowering innovation and success within the technology industry, a point made clear throughout the GTDC Summit panel discussion. By embracing collaboration, innovation, and strategic partnerships, Cisco distribution partners can leverage the support and resources provided by distributors to thrive in an ever-evolving market landscape. As technology continues to advance, distribution partners remain at the forefront, bridging the gap between vendors and solution providers to deliver exceptional value to customers worldwide.
