Partners: TD Synnex Is Providing A Big Agentic AI Punch To Drive Sales Gains

‘I expect my bookings per rep will grow at a faster rate because of this technology and technology interface,’ says Abacus Group CEO Anthony D’Ambrosi. ‘That’s a big deal.’

Anthony D’Ambrosi, CEO of Abacus Group, a $200 million global MSP in New York focused on compliance solutions for financial services and health care, expects the new TD Synnex agentic AI addition to Digital Bridge to drive increased bookings for his sales reps.

“I expect my bookings per rep will grow at a faster rate because of this technology and technology interface,” said D’Ambrosi, who as the chairman of TD Synnex’s PartnerLink community has been involved with the buildout of the new tool and is planning to roll it out to his sales and account teams in the current quarter and into next year. “That’s a big deal. This is going to provide the ability to deploy more quota per rep, which means I get more revenue for every dollar I spend of SG&A [sales, general and administrative expenses] on sales.”

What’s more, the TD Synnex real-time agentic AI “super solutions architect” is going to drive “more accurate, more creative and more innovative solutions delivered to clients more quickly,” said D’Ambrosi. The Agentic AI sales tool is effectively providing partners with solution choices to be more effective in quickly closing deals with customers, he added.

“It’s really exciting,” said D’Ambrosi, who is helping lead the charge of the rollout of the new platform to the PartnerLink community. “Now we have got to get this thing rolling and measure it over time to make sure the quality and speed is there. The idea is to have a more productive sales team and delighted customers who will buy even more from you because the sale itself was differentiated. It’s a little bit of a panacea when you think about [how] to use this technology to make your reps more effective.”

D’Ambrosi said he is looking forward to measuring the bookings growth directly related to the agentic AI offering. “Our ability to measure this is pretty quantifiable,” he said. “I run an institutionally sponsored global MSP. I have got investors and private equity capital being deployed. We metric what we care about.”

D'Ambrosi said it is still in the early innings of the tool, which will get better over time through the “continuous learning” of the AI capabilities. “We are in a road-map-phased release of this vision,” he said. “Ultimately, we want to get to the super solution architect place. Right now we are in the early stages of what I would call ‘agentic decision support.’ So we are getting good information, multiple data sources, and good use of builds of the solution. But there is a wave of upgrade that is required over time.”

The new agentic AI sales tool is a big step forward in TD Synnex’s vision to help MSPs transform into agentic AI orchestrators for their customers, said D’Ambrosi.

“TD Synnex understands this so together we can now start to build an agentic AI factory with agentic orchestration where I am not only consuming agents from TD Synnex but also helping orchestrate this with my clients that want agentic solutions,” he said. “That is another step forward in this equation. It’s like anything when you release new technologies—it is a road map and phased approach. But we are on a good path. This is the right path for MSPs. As an MSP, I want to become an intelligence orchestrator for my clients. The more TD Synnex is in line with that, the more I will make use of them as my business enablement partner.”

D’Ambrosi credited TD Synnex CEO Patrick Zammit and North American President Reyna Thompson, who previously headed up the distributor’s advanced solutions division, for driving the breakthrough agentic innovation with a razor-sharp focus on partners.

“Under Patrick’s leadership, there’s been a lot of top-down support for a newer and enhanced go to market,” he said. “The executive team in North America is fully supportive of this. It’s a significant effort in terms of the time, effort and thought leadership.”

Dani Lockett, vice president of sales operations at Chicago-based Burwood Group, No. 147 on the 2025 CRN Solution Provider 500, said the TD Synnex Digital Bridge innovation is paving the way for partners to “develop smarter, better and more scalable solutions” for clients. That ultimately translates into more compelling solutions that deliver either bigger savings or higher revenue gains for customers, she said.

“This is really revolutionary,” said Lockett, who plans to demo the capability to her sales team at the company’s next sales meeting. "Patrick and Reyna have provided the right atmosphere for [TD Synnex Senior Vice President and North America CIO] Nate Herz and his team to feel boundless. Think about the complexities of integrating and capturing all the data from thousands of vendors, then synthesizing it and making sense of it so it can flow out to partners and end users with agentic AI insights and recommendations.”

Lockett, a 25-year channel sales veteran, credited the “enormous” AI investments being made by TD Synnex with helping to propel partners into the agentic AI era. “Think about how much money my company would have to spend on data scientists, data analysts and developers to ideate and create this for ourselves,” she said. “The investment is enormous. It has got to be millions of dollars. And it’s a long-term investment from TD Synnex. They have proven their commitment, and they have not lost energy for this journey. They are going to keep going on this.”

The TD Synnex agentic AI leadership is helping Burwood Group look closely at how it is going to leverage AI agents in every part of its business with the goal of developing a Burwood AI agency that can provide agentic AI solutions to its customers, said Lockett. “This is giving us a different level of AI agent sophistication that our customers are demanding,” she said.

The Digital Bridge agentic AI capabilities come on top of significant savings that the Burwood Group team has already gained from adopting the Digital Bridge platform.

Lockett, who serves as serves as digital and operations lead on the PartnerLink Advisory Board, estimated that the platform has saved every Burwood Group sales rep and product procurement operations employee at least an hour or two per day. That has left the team more time to have strategic discussions and innovate with customers. “It is allowing us to show up and be more competitive in front of our customers,” she said.

The Digital Bridge platform has also raised the bar on the conversations the Burwood Group is having with TD Synnex team members. “Instead of us having conversations with TD Synnex on day-to-day minutiae, we’re spending more time on sales and technical enablement and targeted marketing campaigns,” she said. “We are interacting and talking about proactive activity that is going to drive growth and revenue for my company.”

Burwood Group’s finance team members are using the Microsoft Teams plug-in to access data themselves that they would previously request from the sales operations team. “I used to have a weekly call between the finance team and the sales operations team where we would talk through open issues,” said Lockett. “We don’t have to have that call anymore. We were able to give everybody involved in that meeting some time back.”

Lockett credited TD Synnex with listening closely to partners as it has built out the Digital Bridge platform. “The partner community spoke up, and TD Synnex listened,” she said. “My team is engaged with TD Synnex day in and day out on service delivery, product sales, finance and accounting, marketing, all aspects of the business.”

Adam Sprague, CEO of BrunNet, a next-generation MSP focused on security and digital transformation, based in New Brunswick, Canada, said he is eagerly awaiting the new proactive sales insight and recommendation functionality in Digital Bridge.

“That is going to be game-changing,” said Sprague, who has navigated multiple technology shifts over the course of 28 years in the business that each time forever changed the channel landscape. “It’s going to be a revolution. I can’t even imagine what this is going to mean for us in the next two years. I think the biggest thing is how it is going to allow us to scale the business. We’re going to be able to take advantage of this to go to market with different solutions much quicker. This could be really, really beneficial for all partners if they do this right, and they seem to be on the right track.”

Sprague said he expects the new robust agentic AI insight to open his sales reps’ eyes to the powerful new solutions that could benefit customers. That is going to transform the ability for sales reps and solution architects to get up to speed on fast-changing technologies—including agentic AI solutions—and bring those to customers, said Sprague.

“It’s going to allow our sales reps to upskill themselves and also allow us to on-board new sales reps more quickly because they would be able to access this tool to make some basic queries to bring back a solution to a customer,” he said. “That’s going to save us resources and time.”

The Digital Bridge platform is already saving the eight members of BrunNet sales team using the platform a significant amount of time, said Sprague. Those productivity gains have come from the sales reps’ ability to capture critical solutions, pricing and availability information at the point of sale with the customer.

“We can respond back to customers pretty much in real time with the information they are looking for from us,” he said. “It makes us more responsive, and it makes us look good in front of the customer.”

Another big advantage is that the Digital Bridge platform is tied directly into BrunNet’s Autotask Professional Services Automation application. “That saves us a lot of time,” he said. “Before, we were doing a lot of cutting and pasting. Now we have a real-time link that is more accurate.”

Sprague credited the TD Synnex development team with developing the platform at a breakneck pace based on partner feedback.

“I give TD Synnex a ton of credit on how quickly they have been able to scale up the Digital Bridge platform,” he said. “It’s something we only started talking about at last year’s North America partner conference. Now it is live and tangible. You’ve got to give TD Synnex credit for listening to partners and delivering solutions that we can take to market and use immediately.”

Sprague said he has wanted to build the API links to drive the productivity gains TD Synnex has achieved in a short period of time for many, many years. “I just didn’t have the time, the resources or scale to hire my own team of developers to do it,” he said. “Now TD Synnex has done all the heavy lifting so I can quickly integrate it into our business.”