Contradictions In The Channel: What 1,400 Partners Really Say

In the debut episode of Channel Mic Check, TD SYNNEX pulls back the curtain on what channel partners are really thinking—revealing a market defined less by uncertainty than by contradiction.

Drawing on insight from TD SYNNEX’s latest Direction of Technology report, which surveyed more than 1,400 partners across North America, the conversation highlights a channel that is navigating disruption with confidence, clarity and a growing focus on specialization.

Despite macroeconomic pressures—from margin compression and pricing volatility to ongoing consolidation—partner optimism remains unexpectedly strong. On an index of 100, net optimism in North America reached 110, signalling that opportunity continues to outweigh concern.

“That was not what we expected going in,” said Calhoun McKinney, vice president of VP GTM Strategy, Marketing at TD SYNNEX North America. “With everything partners are navigating, we assumed sentiment would be down. Instead, what came through loud and clear was confidence.”

Specialization over scale

One of the clearest shifts revealed in the report is how partners define themselves. Where the category of value-added reseller once dominated, this year’s results show a far more even spread across VARs, ISVs and managed service providers—reflecting a channel in transition.

As technology cycles accelerate, partners are increasingly focusing on depth rather than breadth, honing expertise in specific services, verticals or solution areas. “Strategy and clarity matter more now than ever,” McKinney said. “Partners are experimenting, but not to be everything to everyone. They’re identifying where they can deliver the most value.”

That trend aligns with broader market signals. Industry data shows partners now identify with multiple business models, driven by customer demand for outcome-led, services-driven engagement rather than transactional supply.

AI confidence meets implementation reality

Perhaps the biggest contradiction uncovered in the report centres on artificial intelligence. Eighty percent of partners surveyed view AI as mission critical—yet only 36 percent plan to invest or implement AI initiatives this year.

“That gap tells an important story,” McKinney noted. “Partners understand the importance of AI, but the complexity and pressure to deliver results creates hesitation.”

Unlike previous technology waves, AI brings heightened expectations around governance, compliance, security and return on investment. Many partners are wary of deploying solutions without the confidence that they can manage those dimensions effectively.

TD SYNNEX has responded by expanding enablement programs designed to meet partners wherever they are on their AI journey—helping move AI from abstract priority to practical opportunity. “You can’t wait for perfect conditions to start,” McKinney said. “If you delay implementation indefinitely, you miss the opportunity altogether.”

“Know who you are, know what you’re good at, and know where you’re going. That’s how partners differentiate in this market.”