Tech Data: Driving partner success in a digital-first economy

Q&A with Robbie Upcroft, Country General Manager – ANZ at Tech Data, a TD Synnex Company

1. How would Tech Data describe its role in today’s partner ecosystem, and how has that changed in recent years?

Tech Data, a TD Synnex Company today is a platform-enabled ecosystem orchestrator, helping partners grow, adapt, and lead in a rapidly shifting technology landscape. We put our partners, and the broader ecosystem at the centre of everything we do.

Through our Distribution 3.0 model, we connect partners to marketplaces and high-growth technologies like cloud, cybersecurity, data, AI, automation, and GenAI — all supported by modern infrastructure and endpoint solutions. But it’s not just about access to tech; it’s about making it easier to use, sell, and scale.

That’s why we simplify complexity across the value chain, offering services like flexible financing, partner enablement, and demand generation. These are designed to help partners build service-led, future-ready businesses that thrive in today’s digital-first, platform-driven economy.

And as digitalisation continues to reshape how technology is bought and sold across ANZ, Tech Data is committed to leveraging our breadth of offerings across high-growth and core technologies to serve as the distributor of the future that enables partners’ agility, growth, and success. We provide the tools, platforms, insights, and infrastructure partners need to scale smarter, embrace recurring revenue models, and lead with confidence.

2. What are the top three things partners value most in a distribution relationship?

1. Strategic navigation – Partners want a distributor who helps them make sense of the shifting tech landscape, simplify the complex, and stay ahead of trends.
2. Exceptional service – From logistics and enablement to post-sales service, they expect reliability, responsiveness, and operational excellence.
3. Growth enablement – They value a distributor who helps them grow their business through platforms, financing, access to high-growth technologies, and deep ecosystem expertise.

3. Beyond logistics, what services or support does Tech Data see as most critical for partners’ growth?

It’s about capability building and enablement — and that’s where Tech Data leads. We provide hands-on sales and technical support, backed by proven frameworks like Practice Builder and Destination AI. These programs fast-track capability development and open up new revenue streams, while addressing the skills gap challenge in the latest technologies.

Our StreamOne® platform enables partners to launch white-label marketplaces quickly and cost-effectively, removing barriers to entry and accelerating time to market — without the need for heavy upfront investment.

We also provide flexible financing, and access to security and AI-led automation, enabling partners to deliver trusted, scalable solutions. Our infrastructure lets partners focus on growth, not operations, while our platforms simplify digital selling and recurring revenue models.

4. Which emerging technologies or trends are particularly important for distributors to support over the next two years?

Platforms, AI, cybersecurity, and services are key. Platforms connect vendors, partners, and customers through shared infrastructure, enabling co-selling, recurring revenue, and seamless digital engagement. With over 70 percent of ANZ enterprises expected to adopt industry cloud platforms by 2027, platform integration is critical.

AI-led automation is equally vital, helping partners reduce costs, stay agile, and deliver scalable solutions. As the channel evolves, distributors must support partners in adapting quickly and building future-ready capabilities.

5. What advice would Tech Data give a partner trying to evaluate which distributor is the right fit?

Choose the distributor who delivers the best service for your business — not just in logistics, but in strategic support, access to platforms, enablement, and innovation. Ultimately, it’s about finding a distributor who helps you simplify complexity, accelerate your go-to-market, and grow confidently in a competitive landscape.