B2B Tech Talk with Ingram Micro
B2B Tech Talk with Ingram Micro

Episode · 2 years ago

4 Reasons You Should Join Trust X Alliance | Agency Ingram Micro

ABOUT THIS EPISODE

We’ve all heard it before: It’s not what you know, it’s who you know. 

While it’s a true adage, professional communities like Trust X Alliance go further than superficial connections. Members are encouraged to put competition aside and work together for the advancement of technology. 

Ingram Micro’s Senior Manager of Channel Communities, Ashley Stachura, joins Keri to discuss four big reasons why partners should consider joining Trust X Alliance. Plus, they cover…  

-What Trust X Alliance is and their top three priorities 

-How TXA has adjusted to a virtual environment and continued to support their members 

-How TXA is embracing the future of technology and staying on the cutting edge 

Connect with Trust X Alliance on Twitter @ingramtrustx or on Facebook

To learn more about joining, email channel.communities@ingrammicro.com or message Ashley on LinkedIn

To join the discussion, follow us on Twitter @IngramTechSol #B2BTechTalk 

Listen to this episode and more like it by subscribing to B2B Tech Talk on Spotify and Apple Podcasts. You can also listen on our website.

You're listening to be tob tech talk with Ingram Micro, the place to learn about new technology and technological advances before they become mainstream. This podcast is sponsored by Ingram micros imagine next. It's not about the destination, it's about going someplace you never thought possible. Go to imagine next DOT Ingram microcom to find out war. Let's get into it. Welcome to be to be tech talk with Ingram micro. I'm your host, Carrie Roberts, and my guests it is Ashley Statura. She is the senior manager of channel communities at Ingram Micro. Welcome Ashley, thanks for being here today. Hi, Carrie, thank you so much for having me. I'm really excited to be here now. Ingram microl has a program called trust x Alliance and it started about twenty years ago. For those that are unsure of what it is, can you tell us what it is, who it's for and how it's evolved over all of these years? Trumpets alliance is a community. First and foremost, it's Ingram micros premiere partnering platform and we're officially in our twenty two year as a community. It encompasses so many things. It's a community. Like I stated, it's really a safe space for our customers to share their successes and their challenges as business owners with one another and it's truly a place for our customers of partner with one another, also with Ingram and with our manufacture partners. One of the things that makes it so unique is that business owners in the same industry can come together without the competitive feelings, to work together as a community. This is actually pretty uncommon. So how do you do this where it is so collaborative? Yeah, it is a really unique business model and certainly one that we we always have to talk through with perspective partners. We really ask them to to open up a little bit, open up their mind and certainly to think about when they sit in front of their and client and their...

...unclient is re is requesting some work to be done outside of the scope of what that solution provider or managed service provider does as a specialty, and typically they would have to walk away from that business and you know, they did their own client. You know, we don't. We don't service that, we don't have that particular technology within our scope. But with truspect alliance they have the ability to find another member who does indeed do that work and to the end client it looks quite seamless because these partners now recognize that they can be stronger together and that they can keep their their business in the family, if you will. So there are then able to go in complete that work and we really feel like that's the ideal solution and certainly a model that has worked really well over the last twenty two years. And it does take, you know, really being open minded and certainly acting with integrity and adhering to the ethics that we do. You know that we do have the members that here to within the community, but it certainly has worked and we it's one of those you need to be in it to feel it, to understand it situation. But you can start small, and that's the greatest thing. The members can really start small by doing, you know, little jobs here and there and partner with one another to then going into the end clients together and proposing new business and it's really amazing to witness and we feel really fortunate to foster it on my team. No, I like what you're saying. You know, everybody kind of even though they're in the same industry, everybody does something a little differently. They have different specialties, but coming together they're able to support one another in the areas that they're not strong and and do really well. which brings me to a little bit more about who is part of this group, who's leading this group and shapes the community as a whole. Yeah, we we believe so much in the fact that this community is truly member led power to buy Ingram micro and what I mean by that is we...

...actually have a governing body of members that run, that really lead the strategy for the community as a whole. Our Council is how we refer to them. We it's composed of eight members from our different regions today, so that includes the US, the UK and Canada, and then we do have three regional presidents that are really steering the ship. We also have the ingrome team very heavily involved, as well as some of our key manufacturers in our monthly and we do also meet semi annual to to plan the strategy for the upcoming year or sometimes just to take inventory of where we're at. Are we still, you know, meeting the the goals that we had set? Are we still making progress towards goals that we had set? For ourselves in the start of the year we take member feedback into consideration. So the members themselves, they're really the ones that create the strategy, but then they also drive the execution of that strategy by participating in subcommittees. So we meet monthly and then they go off and they meet as the smaller groups to really get work done. So it's not just an advisory council, it's a working council that really moves us forward and again has shaped the strategy over those you know, over the history of this community and certainly is the ones defining our future. So for two thousand and twenty, just for example, our subcommittees are focused on our our three priorities, which is engagement, expansion and advancement of our community. Now, with all these business owners that have been a part of this community for a while, what would you say are some of the top things that they've received and being a member of the TRUSTEX alliance and has made them continue to stay a part of this community? It always comes back to you the relationships that they form. So I would say new friends, new business partners who quickly become your personal friends, is really what attracts people and certainly...

...why people stay. That's the stickiness is one another. And again I don't mean just the members, I mean also the relationships that they build with singer micro and in with our manufacture partners. So it's really the stickiness of being together and and certainly that then leads to new business, business opportunities that again, like I mentioned, you might have to walk away from or had to walk away from in the past, but also new business that you didn't know is possible. And then the last piece, I would say, is really a head start in the competition or above your competition. We always are striving to find ways to bring our members new programs and resources that are going to move the needle for their strategy. We work really closely with them when we build out those services because we know that they are the leaders in the channel and again, they're the ones that are really focused on the future. So we need to make sure to work closely with them and partner on how how these programs are designed before we take them to the market. For the rest of our solution providers at ainger micro, so we're constantly thinking of ways that we can involve them to not only help themselves but to help the rest of the channel as well. Yeah, we've talked on this show before about how ingram micro as a whole really does a great job and helping businesses get new business and, like you were saying, sometimes their particular business isn't able to take on the scale of something, even though they want to, and then Ingram and partners are able to help do that. So it's like a win win situation and I think that's a really great thing that Ingram does that you don't hear quite often. Yeah, it is a really again, I always just say everything with trustectors is so unique. Putting or micro as while we're we're really conscious of how we design things because we know we have to design them with the partner in mind, since they're going to be the ones that are leveraging those programs and services, and in the best way to do that it's to just bring them into the fold and let them be a part of...

...it, because that buy in is going to be so important and we certainly wanted to work for them. With things moving so fast in two thousand and twenty, with with Covid nineteen happening, events are going to more digital. How has trust x alliance adapted to this current environment, especially keeping the community engage in connected without this in person interaction. It's really been quite interesting because this community, as I mentioned, is really so focused on the relationships and that's that's really what makes it so successful, is access to one another and our community has always been very focused on the inperson meeting and we find so much value in that. So when covid hit, we, you know, we became concerned of how are we going to foster this great environment for our partners to connect with one another, and our team just started hosting trustex alliance global town hall meetings, and those sound really fancy when I when I say them out loud, but truly, all they were and all they are are a Microsoft teams call. And what was amazing is how the member showed up. They were there to support one another, they were there to answer one another's questions regarding some of those very specific government programs that were rolled out, and then they are also so excited and so eager to share best practices for how do you keep your organizations engaged. So it wasn't so much that we had to worry about keeping our members engaged. They were there for one another and I think that that's The testament to the bonds that they've built over the years and that they really do want to see one another succeed. And instead they could just pivot to being focused on how to help one another, you know, how to help one another's organizations stay vibrant and in place of our annual invitational which we host each spring, we were able to pull together a really awesome experience throughout the month of June called trustext lines together. It featured...

...some really poignant content for the time just from not just singer micro team, but we also brought in some channel experts in our manufacture partners and focused on strategies that are going to make them successful in what everyone seems to be calling the new normal, but really it's just our normal. This is just where we're at. So we wanted to make sure that we gave again our trustex lines members that led up and help them get ahead and help them to figure out where to focus their efforts, their time and their energy to, you know, to certainly stay as strong as we know that they are. And again, it goes back to that, you know, individually strong, collectively extraordinary. They really want to help one another, you know, stay on top. So it was really it was really unique to watch it fold out in that way. We do deeply miss seeing one another and we look forward to the day that we're all back together again, but the bonds in this membership they run deep. And it's also been fun because we get many tours of one of the other's houses and we got to actually meet some of these wonderful families we always hear about at our event via some of the town hall meetings and, you know, one off conversations with our virtual format. So it's really been unique. And you had mentioned earlier that you're also seeing expansion to the global market, which is including Canada, the UK, Germany and other places. How will that help and change the community, do you think? Yeah, we are very focused on our expansion plans and it's because we've seen the success. We know this model works and we've seen it work not just again for the members and solves those but for the Ingram business and for the manufacture partners that engage with us. It's going to give our current partners reach into markets that they haven't had before. A lot of them have international clients and fulfillment can be rather challenging when they don't have an office centrally located in in that area of the world. So again it goes back to having...

...that trusted fellow member out there in that region to to help fulfill that deal. It's going to alleviate that stress and then we find that it also leads to new business opportunities for those for those partners that do come together on on an international business deal. So we're very focused on that because we again see the value in it, we know it's going to benefit our current members and we want to bring the magic that is trust sex alliance to these other regions. So we have our council actually talk to the perspective members, our perspective countries that we have on our our list of countries that we wish to expand in, and it's really cool to witness the value conversation happened between the customers themselves, and that's really when we see the light bulbs go off and we're yeah, we're very excited. We're certainly not flowing down. If anything, the impact of COVID has shown us how impactful that this can be for our members company. So we're are more determined than ever, to continue on that expansion effort that we've started. Is this something also that vendors and re salers can be a part of, and if so, how do say, along with Ingram and the end user, kind of all work together to help one another and make the best decisions for the community. Yeah, so whenever we talk about Trustex flings, we always talk about the four stakeholders. So the four stakeholders are our members, which is our reseller partners, right of Inger micro, are manufacture sponsors, the Ingram microw team and the end user. So those are the the four different stakeholders and our vision kind of ties back into this. Our vision is to be the most prestigious seal of approval thought in a business partner and for us that's going to take all four of those...

...stakeholders. That's all going to be very critical to achieving that vision. So when I think about Ingram, I think about the members of the vendors. That piece is enablement. So we're all working together to enable success and to inspire one other to deliver excellence for the end users. So that's where they come into play. And for us to be that most prestigious seal sought in a business partner. That end user community needs to be aware of what TRUSTEC clients is and to know that when they work with the TRUSTEC clients partner, they're really getting that that seal of approval that this is the right this is the experience that they can expect the right delivery from, and we're really focused on making that vision come to life with those four different stakeholders. Now, when it comes to the TRUSTEX alliance, I'm just curious what does it mean to Ingram micro? Meaning why is it such an important community for Ingram to have as part of everything that they do? Truspex alliance is really going again to to define the future and I think that that's really important to ingram micro because we so often leverage their voice as we plan for what's next in our landscape and certainly within our programs and services. We really at Ingram. We believe in the power of partnering and we see them partner with one another, but we also know how meaningful it is when they partner with us. Ingram micro continues to prove that they believe in this model, so much so that, for example, for today's in today's world, I lead a global team of really bright marketers and community managers that are fully dedicated to the success of this community. So I think that says a lot about how much it means to Ingram and we're really together, partnering to drive towards the Vision of being...

...universally regarded as the best way to deliver technology to the world. I see trustex lines playing a really big role in that. Now we've been talking a lot about this trustex allience community. For someone that wants to be a part of it, what does a member get being in it and how can they join? So we always like to when we have a perspective partner conversation, we always like to remind them that what you put into trust the science is what you get out of it. We do have, I like to say it's a choose your own adventure engagement model, because everyone's journey is a little bit different and where we meet them along the way on that journey is going to play into the custom experience that we will build for them as they enter the community. So our recruitment teams is really focused on what is the organizations business model, but what are also their short term and long term goals? We want our members to see the investment they make into the community translate directly into a return on their profitability and also the accountability for achieving those goals. And a lot of that's going to come from the members interaction together in these different engagement models, whether it be our affinity groups or our mastermind groups. But it's really about helping them achieve their goals because in that scenario everyone wins. I would say if someone is listening to this right now and you're really, really interested in finding out more about trustext alliance, what it takes to become a member and certainly what that adventure that you're about to embark on looks like, I would definitely send an email to channel communities at Ingram microcom, or you can simly sent. Simply send me a linkin message. I'll get you connected with somebody on my team and even more so, we'll get you connected with somebody who's in the community today who can tell you firsthand just how...

...impactful this has been for their business and what trustect science means to them, because we can talk about it all day. Did the Ingram team, you know, will will help you understand, but we really feel like the member conversation is where it hits home and where it becomes very real for that perspective partner who's about to join the community. So yeah, so we would just say reach out and get started ask off the questions that we're excited to hear from you. One question we always ask on this show, Ashley, is where do you see technology going within the next year? But I'd like to ask you, in addition to that question, what does the future look like for the trust x Alliance as technology changes? I see a lot more career opportunities. That our future. Technology is driving more jobs than we ever thought possible and I often hear it, you know, said in groups that AI and machine learning, they're being seen as threats today, but what I want to encourage everyone to think about is that those are designed to free up people's time so they can use their minds for more exciting things like innovation of technology and really the things that are going to move us forward. And I'm not going to lie, I'm also really excited for my future car to drive me around one day. So I really just am so excited about all things technology, not just for the opportunities that they present us in our careers, but also for the for the personal side as well. TRUSTEX clients members. I know I've talked a lot about it, but they're really embracing the future. They're also helping to lead it. One of my favorite quotes actually comes from one of our co presidents out of the UK, Ben Gower. He said we need to define the future, not be dragged into it. I really love that mindset that he brought to the community because it really prevents that powerless feeling that this is all changing so fast and, you know, we certainly just need to figure out where it's going and then adhere to that. But...

...the future is ours to define and I think that Trustex slience is really focused on and making sure that that they're a part of that and we're excited to do that with them together as Ingram and TRUSTEC clients. Yeah, I agree. I like that as well. Defining the future, not being dragged into it, staying ahead of things, creating it where. Yeah, learn more about what we talked about. You gave an email. People can connect on Linkedin. Is there any other place, and beyond social media, that they could learn more about trustex alliance as well? Yeah, absolutely, you can check us out. We do have a facebook as well as a twitter. Our handle is at Ingram trust x. We also have through our imagine next site. During your micro we do have a trust that flience dedicated page, so we'll be sure to include those links to those various sites on the show notes, if that's okay, of course. Thank you so much, Ashley, for telling us about the TRUSTEX alliance. It's really exciting to see you all bringing people together, especially during two thousand and twenty, and creating new and innovative ways to work together. So thank you so much for being here. Yeah, thank you so much, cary. Thanks for having me and for letting me talk about trust that flience. It's something that means so much too, to not just myself but to Ingram micro and certainly to our futures. So thank you again. If you like this episode or have a question, join the discussion on twitter at Ingram Texel with the Hashtag be to be tech talk. Thank you for tuning in and subscribing to be to be tech talk with Ingram micro. You've been listening to beb tech talk with Ingram Micro, hosted by Carrie Roberts. This episode was sponsored by Ingram Micros imagine next beb tech talk is a joint production with sweetish media and Ingram micro. Ingram micro production handled by Laura Burton and Christine Fan. To not miss an episode, subscribe today on your favorite podcast platform.

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