Having now got his feet firmly under the table since joining TD SYNNEX in July last year (2024), we spoke to VP sales for the UK&I, Phil Brown, to get his thoughts on where TD SYNNEX is today in terms of meeting partner needs and enabling them to grow.
Q: What have been your initial impressions of TD SYNNEX, it’s people and its business?
A: Firstly, I’d like to thank everyone at TD SYNNEX for such a warm welcome into the company. It’s been a really enjoyable first few months and actually gone really fast. The first thing that really hit me was the people and the culture, Dave Watts - [senior vice president and managing director, UK and Ireland] and I had spoken about this prior to my joining, but once I started it really shone through and the feeling of positivity around the business is infectious. The business is in really good shape and we have good positive momentum in a lot of areas where we are seeing good results and share gain.
Q: What have you been focusing on in your first few months?
A: I have spent a huge amount of time with the team and our customers understanding where we have some gaps and where we could be better. Most people would be surprised, but our business is predominantly set up to service our SMB partners and support their growth. However, I’m not always sure this message is heard by all our partners. Sometimes, they will be unsure of how best to navigate our business – it’s our job to make sure we help those partners, even down to the simple things of how best to contact us. We are running several activities designed to support this message, train and develop our teams internally to give a better experience, and signpost the best way of working with TD SYNNEX.
We are a large business and need to make it easy for our partners to engage with us and understand how best to utilise the depth of our talent and our excellent digital tools
Q: We often hear business leaders talk about putting the customer first and delivering a great experience. Where do you believe TD SYNNEX is on that front?
A: I think on the whole we are in a good place, but in certain areas we could do better. We are a large business and need to make it easy for our partners to engage with us and understand how best to utilise the depth of our talent and our excellent digital tools.
We have kicked-off a number of actions and improvements under the Customer First banner, which I am helping to lead. These are aimed at getting a really good understanding of our customers and how and where they interact with us, and the best way to manage, help, and develop their business.
We are also looking to upskill, train, develop and invest in our teams internally, while working to bring the best talent into the business. I’d like to think customers will see a continual improvement in their interactions with our teams and that results for both of us will continue to improve.
Q: What makes TD SYNNEX the best distribution partner for SMB resellers?
A: SMB is hugely important to us and as I mentioned earlier, our business is set up to support our SMB partners. We have over 50 internal and external colleagues looking after our SMB partners, as well as InTouch and other digital tools – our Software Stores and StreamOne Ion, in particular – and they are available 24 hours a day. We are able to support partners across the vast array of products and services we make available, and we are doubling down on our vendor partners and their SMB propositions to really understand how we can make best use of everything that they offer to support partners.
We have digital tools to communicate with them, and InTouch and other platforms for those who want to trade with us electronically. We also have a dedicated sales team that will engage with those who prefer the more personal touch
Q: With so many partners, it must be a challenge to make the experience personal for each of them?
A: That is something we are continually working to improve. Our aim is to make it as easy as possible for the partner to engage with us – however they want to do that. We are now working with a different generation of partners and have a different generation of sales co-workers too. We’re continually looking to evolve how we serve our partners. We have digital tools to communicate with them, and InTouch and other platforms for those who want to trade with us electronically. We also have a dedicated sales team that will engage with those who prefer the more personal touch.
Q: If I am one of the majority of partners who are relatively small, how does TD SYNNEX make a difference to me? Why should I bring my business to your door?
A: I would say give us a chance. Speak to one of our sales teams so that we can understand your business and engage with you in a way that will help you grow and develop. We have the vendor reach and coverage and an array of talented people wanting to help support your business, in addition to digital tools and programmes that have been developed very specifically to support our SMB partners.
I’d like our teams to build their experience and develop both professionally and personally
Q: If I don’t do any business with you today, tell me why you think I should?
A: Because I genuinely feel we can help support your business and help you grow.
Q: What are your goals – or your hopes – for the next 12 months?
A: Growth – both for our customers and for TD SYNNEX in business terms, but also for our people. I’d like our teams to build their experience and develop both professionally and personally. Ultimately, doing that is what will give our partners the best possible experience of working with us.
