If vendors are the suppliers of technology goods and services, and partners are the feet on the street, the distribution is the backbone of the entire go-to-market value chain. Traditionally, distribution served a valuable role in providing the warehousing and logistics that simplified inventory management for vendors and provided easy access to products for solution providers. No longer, though, as distributors are investing heavily in evolving their capabilities to become influences and catalysts of the end customer experience. Through investments in cloud computing, technical support, and professional services, distributors are anticipating market needs and helping vendors and partners develop new solutions and ply new routes to market. Paul Bay, executive vice president and group president of the Americas at Ingram Micro joins Pod2112 to discuss how the distribution segment of the technology industry is evolving its value proposition, and the role distributors will play in future go-to-market strategies.