New skills and capabilities
TD SYNNEX has been pushing ahead with programmes that will enable resellers to adapt and transform the services and support they deliver to end-user customers. Programmes such as Microsoft Velocity, which on-boards and enables resellers on the Microsoft Cloud Solutions Provider (CSP) scheme; and Mentori, which is specifically aimed at helping reseller businesses transform themselves, and the Tech-as-a-Service (TaaS) initiative, are all making it possible for resellers to acquire new skills and capabilities and change the way they do business.
‘They will struggle to compete if they don’t make that journey and start to have a different kind of conversation with end-user customers.’
Martin Boyce
To this you can add the training resources provided through the TD SYNNEX Channel Academy, which provides freely-available online sales training, and the TD SYNNEX Academy technical training platform. TD SYNNEX is also working on an innovative new end-user lead generation scheme that will be backed by vendors and will ensure resellers get leads that are very well qualified and belong to them exclusively.
Underpinning and linking all of this activity is the Trusted Advisor approach, which is fundamental to TD SYNNEX’s long-term business strategy. ‘This is about how we re-engineer our engagement with the customer and it is a journey that both we and the customer need to go on’ said Martin Boyce, Group Sales Director UK and Ireland.
‘Our job is to understand their needs and formulate that into programmes that will drive innovation, support and collaboration.’
Martin Boyce
‘It’s a continual learning process. It is about understanding the perceived and the actual challenges they face as they transition from being product-oriented to cloud and subscription-based models. They will struggle to compete if they don’t make that journey and start to have a different kind of conversation with end-user customers – and there is a lot we can do to support them. Our job is to understand their needs and formulate that into programmes that will drive innovation, support and collaboration, so that we accelerate them on that transformational journey.’
Transformational role
A lot of resellers don’t have the resources to invest in developing the new skills and capabilities they will need; TD SYNNEX’s role is to give them an effective and cost-efficient way to make the transition and ensure they stay relevant to customers as their needs change.
This is exactly what programmes like Microsoft Velocity and Mentori are designed to achieve. Resellers who have engaged on these programmes are changing and seeing positive impacts on their business. Martin Boyce mentions one Mentori partner who said that, if they had not gone onto the programme, they probably would not be in business today.
‘Change is now part of the DNA of our business and we have a real commitment to get a deeper engagement with our reseller base.’
Martin Boyce
‘In that particular case, Mentori has completely transformed the partner’s business. It’s really great to hear that and we’re pleased with the work we have done. The question now is how we take more resellers on that journey and introduce them to new ideas, products and services that will give them relevance and drive customer stickiness.’
Learning curve
We have to recognise, he notes, that everyone involved is on a learning curve at the present time. ‘We talk about educating our resellers, but we also need to educate ourselves, to understand the needs, where to take opportunities and where to enable change within organisations. Different people are in different places on the journey and some don’t yet realise they need to do it. Change is now part of the DNA of our business and we have a real commitment to get a deeper engagement with our reseller base.’
‘We need to teach resellers how to fish so that at the end of the enablement programme, they can feed themselves.’
Andy Dow
Similarly, resellers will need to be fully committed to transforming their business and embracing change, said Andy Dow, Group Marketing Director. ‘These are long-term programmes and they need long-term commitment at the highest level, both within the reseller and from our vendor partners. We need to work with partners not for partners - give someone a fish and they will eat it. We need to teach resellers how to fish so that at the end of the enablement programme, they can feed themselves.’
Velocity
The Velocity programme provides resellers with access to the sales, technical and marketing resources they need to accelerate their participation in the Microsoft Cloud Solutions Provider (CSP) programme. It has been a great success with many partners already advancing to Silver Cloud Competency. Training is the core element of the scheme and all Velocity Partners are fully-funded by TD SYNNEX for the main technical course requirement.
Mentori
The Mentori partner transformation programme provides resellers with the resources and expertise needed to migrate towards predictable, profitable and recurring revenues. It takes resellers on an accelerated transformational journey to business models based on services and subscription-based income.
TD SYNNEX Academy and Channel Academy
The TD SYNNEX Academy provides technical training resources that enable reseller and end-user personnel to achieve competence and specific vendor accreditations are available through the TD SYNNEX Academy resource. For more information on the TD SYNNEX Academy, see academy.techdata.com
Tech-as-a-Service
TD SYNNEX’s Tech-as-a-Service (TaaS) provides a simple way for resellers to offer customers hardware, software and services as a complete package on a subscription basis. It offers high residual values and enables resellers to provide complete lifecycle management for customers.
Trusted Advisor
The fundamental goal of the Trusted Advisor approach is to encourage and enable reseller transformation with the ultimate aim of driving their growth and profitability and helping them to reduce costs and to increase customer satisfaction. It provides resellers with access to a wealth of information and knowledge on key solutions areas.
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