Thanks to Rich Freeman over in Channelholic on this. TD SYNNEX has launched a new Partner Loyalty program aimed at enhancing relationships with their business partners by offering rewards similar to those seen in business-to-consumer models. This initiative reflects a growing trend in the industry, where partner loyalty programs are gaining traction as a means to incentivize collaboration and performance. According to data shared by Omdia analyst Devan Adams, partners increasingly value loyalty incentives over traditional vendor benefits, with a significant shift in preference noted. Calhoun McKinney, TD SYNNEX’s Vice President of North American go-to-market, emphasizes the need for partners to feel their investments are appreciated, particularly in a competitive marketplace. The new program features tiered benefits based on partner size and sales performance, distinguishing it from other models that rely on consumer-like point systems. The distributor’s commitment to investing in its partners is underscored by ongoing plans for further enhancements to the loyalty program.
Why do we care?
This quote is why. From the article. “It’s a lame joke that I used elsewhere just a few weeks ago, but in my book three instances of anything is all you need to declare a trend in effect. And by that standard, partner loyalty programs are now officially a trend. Instance one in this case was the loyalty program announced by Pax8 late last year. Instances two and three came last week from TD SYNNEX and Sophos.”
There’s a strong counterargument worth acknowledging: price and product still drive partner behavior, especially in tight-margin environments. While loyalty programs can enhance relationship stickiness, some partners would argue that consistent pricing, margin protection, and transparent incentives are more valuable than tiers and perks. In commoditized markets or among cost-conscious VARs and MSPs, a loyalty program may not override basic economic incentives.
For MSPs, VARs, and integrators, the key will be assessing whether loyalty perks are genuinely improving profitability—or simply creating another tier to climb. For vendors and distributors, the challenge is making sure loyalty isn’t just about optics, but about delivering measurable partner value.
Consider me skeptical, and would rather focus on direct value.