Innovation in the IT channel isn’t just about bold ideas—it’s about turning those ideas into real, measurable value for partners. That commitment to meaningful innovation is why TD SYNNEX has been named the 2026 GTIA Innovative Distributor Award winner, recognized for its PartnerFirst Digital Bridge AI Assistant and Destination AI™ program, which are helping partners build practical AI capabilities and achieve clear business outcomes.
In this Q&A, Tina Cicinelli, director of vendor marketing at TD SYNNEX, shares how initiatives like PartnerFirst are simplifying the partner experience, why collaboration remains central to channel success and how listening closely to partners fuels innovation. She also offers insight into the evolving IT landscape and reflects on the role GTIA plays in fostering leadership, fellowship and progress across the channel ecosystem.
What accomplishment or initiative are you most proud of that led to your selection for this award?
We are most proud of how we translated innovative ideas into real value for partners. The standout from last year was PartnerFirst, which represents a major step forward in how partners engage with TD SYNNEX. PartnerFirst brings together our people, platforms, commerce, enablement, partner communities, loyalty programs and analytics in one connected experience designed to reduce complexity and make it easier to do business with us. Built with input from our partners, it shows how we are empowering partners to grow by creating seamless access to the platforms, support and capabilities they need to scale confidently.
How are you seeing the IT channel evolve right now, and what trends do you think will define the next few years?
The IT channel continues to evolve quickly as technology becomes more complex, especially as AI converges with other high-growth areas like cloud, security and infrastructure. As a result, partners need more than access to products; they need specialized expertise, smarter digital experiences and clearer ways to turn emerging technologies into real business outcomes. Our most recent Direction of Technology report reflects that shift, with end customers ranking industry expertise and consultation as the top qualities they value in a partner. Looking ahead, the partners that stand out will be the ones that stay agile, lean into specialization and pair strong technical knowledge with a deep understanding of customer needs.
What motivates your company to continue driving innovation and leadership within GTIA?
What motivates us is the opportunity to collaborate with our channel community to help partners move forward with confidence. GTIA brings the channel together to share ideas and best practices, raise standards and shape the future of the industry. We are proud to contribute to that progress by helping partners navigate change, build new capabilities and achieve success.
Can you share a meaningful lesson or unexpected insight you gained during the project or work you’ve engaged in with GTIA?
There is a real sense of fellowship among GTIA members that allows us to share ideas, experiences and best practices, all with the goal of helping one another succeed. That spirit of collaboration and openness aligns closely with TD SYNNEX’s philosophy that our internal teams, our partners and the relationships we hold power everything we do. One of the most meaningful lessons from GTIA has been that putting that belief into practice truly drives results.
What impact do you hope your work will have on the broader industry or on the next generation of channel leaders?
We hope our work reinforces how essential collaboration is to progress in the IT industry. Many of our innovations over the past year, from the introduction of PartnerFirst to enhancements in Destination AI™ and the evolution of our partner communities framework, PartnerLink, were shaped by listening closely to our partners and responding to what they need most. Meaningful innovation starts with strong relationships and a willingness to learn from one another, and we want to foster that same mindset in the next generation of channel leaders.
See the full list of 2026 North America Spotlight Award Winners.
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