Ingram Micro Extends Global Ecosystem & Centers Partners

Ingram Micro recently awarded top partners and extended its Trust X Alliance to more countries worldwide. The moves reflect the company’s ongoing commitment to its partner base and signal that the channel’s real value continues to lie in human-led relationships.

Ingram Micro expands Trust X Alliance globally

At Ingram Micro’s ONE conference, the company announced the global expansion of its Trust X Alliance group. The program is now operational in 11 countries, up from seven, and now includes members from Italy, the Netherlands, Australia, and the LATAM region.

The company says its long-term goal remains to bring the Trust X Alliance to 20 countries and 1,000 members worldwide by 2027.

“Trust X Alliance brings together growth-minded business leaders and brands from around the world to multiply success by connecting, collaborating, and creating and capturing new value through shared focus and opportunity,” said Jennifer Anaya, senior vice president of global marketing at Ingram Micro. “Using the power of people and platform, we’re strengthening and scaling all that makes TXA unique: a collective of extraordinary, trusted  advisors anchored in partnership, driven by purpose, and committed to excellence.”

“The power of Trust X Alliance lies in the depth of the community and the ongoing engagement of its members—my peers, our vendors, and the team at Ingram Micro,” said Mark Sutor, president, ACCESS GROUP INC., who is based in Canada and serves as a regional President on the 2025/2026 TXA Global Advisory Board. “Being part of Ingram Micro’s TXA Canada community has expanded our knowledge, accelerated our growth, and brought greater insights and capability to our customers, teams, and the channel as a whole.”

Partners involved in the program tout the benefits they have found in networking with peers, developing as leaders alongside other providers and Ingram Micro, and the continued inclusion of global voices in shaping future planning for the wider community.

Ingram Micro says the program provides its members with opportunities to build relationships with peers, engage with Ingram’s sales, marketing, and enablement support, and more, all of which encourage top-line growth and deeper expertise throughout its partner ecosystem.

Partners at the heart of Ingram’s channel strategy

At ONE, Ingram awarded its top partners worldwide and centered partner experiences on the mainstage and regional breakout presentations throughout the conference. 

Top leaders say the company needs its partners and wants to see them succeed as the channel model evolves to meet new buying journeys and AI-fueled technology adoption. 

“We’re navigating uncharted territory with the AI revolution that’s going on, but don’t underestimate your expertise and what you’re already doing,” CEO Paul Bay said. “There’s no better time, in my opinion, to be in our industry. The opportunity we have is unlimited. Why? Because there’s so much complexity. All of you, each and every day, are fighting through that complexity to deliver business outcomes.”

That’s also the driving motivation behind the company’s investments into the Xvantage platform.

“In 2022, we said we wanted to have AI-driven platforms that help our partners,” Sahoo said. “The most important thing that has changed is that our relationships are changing. Data drives decisions, decisions drive actions, and connection drives relationships.”

Those relationships also extend between partners. As Carolyn April, the vice president of research and market intelligence at GTIA, told Channel Insider onsite at ONE, partner-to-partner selling motions are becoming more prevalent, especially in areas like security. 

As customers require increasingly complex solutions, some partners are finding it more viable to refer those customers to a specialized provider for those services while retaining them as a client in other areas.

Why human relationships still drive the channel

Ingram’s commitment to its partners isn’t just a nice thought; to many at ONE, it reflects the importance of relationships within the channel. As AI-driven automation changes how partners work, many on stage said those time savings should be reinvested in people.

“We have more time with the customer now, finding pain points on the customer’s side,” said Tarik Bhikh, managing director at German firm Zero Point, who says Xvantage has saved his team 40 percent of the time they once spent on billing and other internal processes.

“One thing we stress about what we do is that we still focus on customer relationships and relationship selling,” said Tom Kirk, president of CNI Sales, Inc. “We can never really lose focus on that.”

Kirk spoke on a panel during the mainstage presentation about the success his sales teams have had with demonstrating their capabilities within the Xvantgae platform to existing and potential customers.

“The opportunities that are afforded to us by now by taking that time to travel across the country with those insights, it’s a pretty powerful message about integration and automation,” Kirk continued.

Events like ONE itself show people are no less critical to the channel now than they were previously. The event welcomed thousands of people onsite for two days of networking and peer-to-peer learning opportunities.

“The channel’s next chapter is here,” Sahoo said onstage. “Let’s write it together.”