In this week’s MSPi Primecast, Joey Pinz sits down with Gary Palenbaum, Executive Vice President of Revenue and Partner Success at TD SYNNEX, to explore how MSPs can thrive in today’s fast-changing technology landscape.
With more than 30 years in distribution, Gary blends global experience, people-first leadership, and a passion for innovation to help MSPs and partners scale smarter. Here are four keys from their conversation that every MSP can use to grow stronger in 2025 and beyond.
1. Embrace AI as the Engine of Digital Transformation
Gary makes it clear: if you’re not in the AI business yet, it’s time to get in. TD SYNNEX’s Destination AI initiative helps partners turn AI from a buzzword into a practical business driver.
Through real-world use cases and AI pioneers building vertical-specific applications, TD SYNNEX shows MSPs how to monetize AI through automation, analytics, and smarter customer engagement. Digital transformation isn’t a choice anymore—it’s a growth requirement.
2. Lean on Distribution for Scale, Not Just Supply
Modern MSPs can’t do everything alone. Between cybersecurity pressures, resource shortages, and evolving client expectations, the smartest firms are leaning on distributors like TD SYNNEX for scalability.
From cybersecurity simulations at their Phoenix Cyber Range to service programs like SHIFT, TD SYNNEX provides MSPs with back-end power—installation, imaging, support, and logistics—so they can focus on customer value instead of operational overload.
3. Build Relationships That Go Beyond Transactions
“People like to do business with people they like,” Gary says. In the channel, trust and consistency matter as much as technology.
TD SYNNEX’s success lies in partner relationships built over decades—through initiatives like the Circle of Excellence and the Direction of the Industry reports that help partners identify new revenue paths. For MSPs, the takeaway is clear: success grows from long-term collaboration, not quick wins.
4. Lead with Discipline and Culture
Gary attributes TD SYNNEX’s 27% growth and strong partner engagement to one word: discipline.
Discipline drives the culture, strategy, and day-to-day execution that make a global organization thrive. It also applies to MSP leadership—creating balance, focusing on people, and staying consistent even during rapid change.
As Gary shared, discipline isn’t about control—it’s about clarity. It’s the framework that allows both personal and organizational growth to sustain over decades.
💡 The Takeaway
Whether you’re an MSP just starting to scale or an established player seeking your next growth curve, Gary Palenbaum’s approach offers a clear blueprint:
Adopt innovation early, leverage partnerships for scale, invest in relationships, and stay disciplined in execution.
