Augie Staab and TD Synnex are redefining how cybersecurity fits within the IT channel. From leveraging data to identifying opportunities to breaking down technology silos, TD Synnex provides partners with the tools and strategies they need to succeed.
Augie Staab from TD Synnex discusses the evolving landscape of cybersecurity, emphasizing the importance of data analytics in identifying emerging needs for partners. Speaking with CRN’s Cass Cooper, Staab explains how as a technology distributor, TD Synnex empowers infrastructure-focused partners to adopt cybersecurity offerings and highlights key trends such as the shift to SaaS and the role of AI in both threats and defenses. The executive also shares her personal journey in the cybersecurity field and the growth of TD Synnex’s cybersecurity team.
Listen to the full interview on YouTube (above), Spotify, and Apple Podcasts.
Can you tell us about your role at TD Synnex?
I’m the senior manager of strategic business management at TD Synnex. My team focuses on developing go-to-market strategies to help accelerate the success of our reseller partners, particularly in cybersecurity and other key technologies. I’ve been with TD Synnex for nearly eight years, and it’s been exciting to see how cybersecurity continues to evolve.
How do you use data analytics to identify emerging cybersecurity needs for your partners?
At TD Synnex, we support two types of partners: vendor partners and reseller partners.
For vendor partners, we leverage what we call ‘ideal partner profiling.’ With access to one of the largest reseller communities in North America, we analyze proprietary data to identify patterns and characteristics of successful partners. This helps vendors find opportunities to expand their network with partners who align with their technology or vertical focus.
For reseller partners, the approach is more customized. Cybersecurity doesn’t have a one-size-fits-all solution, so we use tools like the Cybersecurity Defense Matrix, which integrates the NIST framework. This allows us to identify gaps in their security strategies and recommend specific products or vendors to fill those gaps. Our goal is to simplify complexity and provide actionable insight for both types of partners.
How does TD Synnex empower infrastructure-focused partners to adopt cybersecurity as a core offering?
Historically, cybersecurity was treated as a siloed, point-sale solution. But now, partners are packaging multiple technologies to create comprehensive offerings for customers.
To support this shift, we’ve consolidated adjacent technologies—like cloud infrastructure, modern infrastructure and data AI—into one business unit. This enables us to build seamless strategies that combine infrastructure with cybersecurity.
We also launched a program called Partner of the Future, which uses our data to identify synergies between technology disciplines. For example, we help cloud infrastructure partners incorporate cloud security into their services through easy-to-digest bundles and sales plays. This approach not only drives incremental sales but ensures partners meet their customers’ cybersecurity needs holistically.
What trends in cybersecurity distribution are you most excited about?
One of the biggest trends is the shift to SaaS. As customers face tighter budgets, SaaS models allow them to reduce up-front costs by adopting subscription-based solutions instead of large, multiyear deals.
We’re also seeing growth in managed security service providers. Resellers are evolving into MSSPs, combining various vendor solutions to create recurring revenue streams. This trend is transforming how resellers approach cybersecurity, making it a core component of their broader IT strategies.
Any final thoughts for our solution provider audience?
Cybersecurity is no longer optional. If infrastructure-focused partners aren’t addressing their customers’ security needs, someone else will. By integrating cybersecurity with other IT solutions, partners can grow their business, deliver more value and stay competitive in this rapidly evolving space.
