In the heart of the City of Brotherly Love, Ingram Micro brought together its unified Trust X Alliance community for a powerful two-day event built on one central theme: connection. Held at the historic Loews Hotel, Trust X Alliance Unplugged 2025 was more than just a gathering of MSPs, channel pros, and tech vendors. It was a reminder of what makes this industry thrive: people helping people, businesses supporting businesses, and partners forging bonds that carry each other through challenges and toward growth.
The event marked the first joint gathering of Ingram Micro’s SMB Alliance and Trust X Alliance groups since they officially merged earlier this year. As Executive Director of Sales Kelly Sander put it, “We just went through a wedding of sorts… two strong communities that we merged into one.” Sander set the tone early with a heartfelt welcome. It underscored that no matter your company’s size or specialization, “we’re all on the same team… stronger together.”
That spirit of unity echoed throughout the event, from main-stage talks to hallway conversations and breakout sessions. Attendees weren’t just listening. They were leaning in, connecting, and strategizing for how to take what they learned back to their businesses.
Connection, from Every Angle
The power of connection took on personal meaning when Bill Brandel, EVP and global group president at Ingram Micro, took the stage. Through stories from his own life, like growing up in a single-parent home and learning from his first job at an ice cream stand, Brandel brought it all back to relationships.
“Your networking connections are more important than just about anything else,” Brandel said. He praised the Trust X community for how it shows up. Not just in business, but also in moments of crisis, from hurricanes to personal tragedies. “This is a true community. This is a family.”
Beyond the stories, Brandel outlined four strategic pillars that Ingram Micro is investing in to help partners thrive:
- Integration Hub – A powerful tool that simplifies and connects systems
- Financial Solutions – Flexible financing options tailored to MSPs’ growth needs
- Technical Expertise – Ingram’s deep bench of pre-sales and post-sales experts
- Services – A portfolio of scalable, partner-centric service offerings
These are more than offerings. They are strategic connections that empower channel partners to grow, innovate, and scale.
Human Leadership in a Digital Age
Tim Ament, SVP of US sales and services, brought a different kind of leadership. It was a lesson shaped by his time leading Ingram Micro’s business in Australia during the height of the COVID-19 pandemic. Thrust into lockdown just days after arriving, Ament had to build relationships and lead teams from behind a screen, often from 8,000 miles away.
His experience became a “master class” in the power of shared purpose and human connection. “When you lead with empathy and ask, ‘How can I help you be successful today?’ it changes everything,” Ament shared. He challenged the audience to bring that same mindset into their work with customers, employees, and fellow channel peers.
Importantly, Ament addressed the balance between digital automation and personal touch. “We’re aggressively digital — but we’re also committed to staying amazingly human,” he said, clarifying that tools like Ingram Micro’s Xvantage platform are designed to support, not replace, human relationships.
The Bottom Line: Financial Flexibility Through Connection
The newest voice on the main stage belonged to Rusty Ramos, Ingram Micro’s new CFO, North America, and a company veteran with 28 years under his belt. While still settling into his new role, Ramos made clear that Ingram Micro is here to help you grow through financial flexibility.
Above all, he urged MSPs to bring their business goals, challenges, and dreams to Ingram’s Financial Solutions team. Whether it’s managing cash flow, closing a major deal beyond your credit line, or navigating tariff risks, Ingram has solutions — and warehouse space — to help.
“We don’t want to guess what you need,” Ramos said. “Tell us, and we’ll build a plan that works for your business.”
Vendor Resources, Real Opportunity
The afternoon vendor fair was a marketplace of possibilities. Ingram Micro assembled a curated lineup of technology vendors across disciplines. These partners weren’t just showcasing new tools, but to help attendees find real, revenue-generating solutions for their customers.
Each booth represented another connection and opportunity for MSPs to find the right fit, the right partner, and the right product to strengthen their offerings to drive profitability.
A Final Word from the Streets of New York
Bringing an emotional close to the event was keynote speaker Brandon Stanton, the acclaimed creator of Humans of New York. His message? Real stories, real people, and real connections.
In a world of increasing automation and AI, Stanton’s talk was a refreshing reminder of what it means to stop, listen, and truly see the people around us. His message aligned perfectly with the goals of the Trust X Alliance. It’s not just to network and sell, but to connect and build something meaningful together.
Why It Matters
As Ingram Micro emphasized again and again throughout the event, it’s not just about what the company can offer. It’s about what partners can achieve together. From integration and financial flexibility to technical services and peer support, this is a community where connection isn’t just a theme. It’s the foundation.
For MSPs, the takeaway is that in a rapidly changing world filled with new technologies, evolving customer demands, and increasing competition, your strongest asset might just be who you’re connected to.
If you were in Philadelphia this week, you left with a lot more than a stack of business cards. You left with new ideas, renewed energy, and a powerful reminder: we’re better connected.
Photo credit: Michael Siggins/The ChannelPro Network
