From Order Takers To Order Makers: The Evolving Value Of Distribution In An AI World

At XChange Best of Breed 2025, Ingram Micro’s CEO Paul Bay and GTDC’s CEO Frank Vitagliano took to the stage to discuss the evolving landscape for IT solution providers, emphasizing the importance of operational efficiency, AI monetization and value creation. Their conversation centered on how distributors are shifting from traditional order fulfillment to becoming strategic partners in business growth.

A big change that Bay and Vitagliano highlighted was the transition from being “order takers” to “order makers,” underscoring the importance of proactive engagement with partners and customers to drive business outcomes. Paul stressed that growth opportunities abound, but capturing value requires a focus on both creating and realizing new solutions.

As expected in the current technology landscape, a significant portion of the discussion focused on AI and the current “arms race” in AI investment. Bay pointed to the benefits of integrated platforms that allow partners to acquire hardware, software, services and cloud solutions in a single transaction, freeing up time to focus on strategic initiatives.

The session concluded with a call for continued collaboration, recognizing that complexity in the market drives opportunity for those prepared to innovate and partner effectively.

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