273 – Transforming the Channel: Ingram Micro Drives AI-Powered Go-to-Market Success — Ultimate Partner®

Unlock the secrets to explosive growth in the digital landscape!

Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/

Check Out UPX: https://theultimatepartner.com/experience/

Is your business ready for 2026?

Welcome back to the Ultimate Partner® Podcast.

Join Peter Graber from Ingram Micro and Christine Mulcahy from ContentGen as they unveil a powerful synergy transforming the MSP and SMB landscape. Peter details Ingram Micro’s evolution from a traditional distributor to a “platform first, experience-driven company” with their Al-powered Xvantage platform, seamlessly integrating commerce, insights, automation, and enablement for multi-vendor, multi-solution environments. Christine then introduces ContentGen, an automated content development platform leveraging Al to drastically reduce the cost and complexity of content marketing for partners, enabling them to tell compelling “better together” stories and accelerate their go-to-market. This session highlights how these innovations are providing MSPs with simplified management and strategic growth, crucial for navigating the complex world of Al, hardware, and software solutions.

https://youtu.be/MR2mGDnEbik

Traditional distribution is evolving beyond logistics to focus on intelligence, integration, and enablement, driven by the increasing complexity of hybrid cloud, multi-vendor, and AI environments.
Ingram Micro is transforming into a “platform first, experience-driven company” with its AI-powered Xvantage platform, designed to be a growth engine for partners by simplifying operations and accelerating market access.
Xvantage unifies commerce, insights, automation, and enablement, allowing MSPs to manage subscriptions, hardware, SaaS, and services seamlessly in one intuitive interface, even integrating with their existing ERP/CRM systems.
ContentGen provides an automated, AI-powered content development platform specifically for the partner channel, drastically reducing the cost and complexity of creating diverse marketing materials.
Partners, particularly MSPs, need to tell differentiated stories for various audiences (customers, platform partners, resellers) requiring tailored content, which ContentGen helps to scale efficiently.
The combined offering of Ingram’s Xvantage platform and ContentGen empowers MSPs with simplified management and strategic growth, enabling them to effectively deliver complex AI and multi-vendor solutions to the SMB market.

If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins.

As we enter the last four months of the calendar year, you are probably asking yourself, “What events should I attend this fall and why?”

Many Partners and Leaders are trying to determine if the big events make the most sense and what they will learn. Many of these events are big and unyieldy, and while you may bump into some friends, you need to really ask yourself if they will help you achieve your greatest results – as a leader, as an organization, or as a partner.

Our attendees tell us they get more accomplished in two full days than in most of the year at our events – they learn from Hyperscaler Leaders, Top Award Winning Partners, and the Masters. Learn from the best, meet the best, grow your business faster and further.

Why Ultimate Partner is Unique

An Ultimate Partner LIVE is like YOUR Masterclass. We begin with a view of “Where We Are Today” as the tectonic shifts are happening faster than ever before. Our first day sessions explore the advances in AI, Hyperscaler Growth, Marketplaces, Co-Selling, Ecosystem Led Growth, and more. These sessions are led from the leaders driving the discussions at Microsoft, Amazon Web Services (AWS), Google Cloud, AvePoint Veeam Software, Carahsoft, Elastic and more.

<a href="https://web.cvent.com/event/7ba4f2f5-3d92-4a53-8aa8-48245e3b3512/websitePage:1489fc71-ef27-414e-b9d5-153ac5