Popeye may have relied on spinach to flex impressive muscles, but Xerox packed even more of a punch during this week’s 2025 Global Partner Summit at the Resorts World Las Vegas from March 10-12. The Norwalk, Connecticut-based manufacturer’s performance enhancers didn’t spring from a can. However, the recent acquisitions of IT Savvy and A4 specialist Lexmark had the same effect and have emboldened the OEM from the top down.
The energy exuded by CEO Steve Bandrowczak, President John Bruno and a host of company leaders was quite natural, and they collectively laid down the competitive gauntlet with a tone that was decidedly bold and brash. But the “High Performance, Ultimate Returns” theme was centered on ways the OEM can augment the partner experience. With roughly 400 partners and more than 600 global attendees on hand, Xerox painted a picture that illustrated how both parties can win together.
“Our partners are essential to realizing our Reinvention vision,” Bandrowczak said. “Our primary objective is to be the preferred partner for our partners, making sure they feel completely supported and empowered to exceed their clients’ expectations. This summit is a chance to celebrate our progress, share important updates, and discuss strategies to accelerate our collective vision and growth. It’s an opportunity to emphasize the investments we’re making to help our partners achieve their full potential.”
As part of Reinvention, Xerox is transforming into a services-led, software-enabled organization while investing in transformative technologies and systems to fast-track partner success. During the summit, Xerox unveiled a streamlined Global Partner Program that prioritizes simplicity, flexibility and differentiation. Another tool, Learning Central, aims to provide partners with personalized skills development to help nurture talent. A third resource, the new Partner Connect Portal, is designed to improve accessibility and support business growth through the latest innovations and solutions. These initiatives underscore Xerox’s commitment to ensuring partner success and growth in an evolving market.
Among the guest speakers, Tiffani Bova’s keynote address brought business growth and innovation into focus. Rob Bloom, chief marketing officer at Aston Martin Aramco Formula One Team (which Xerox sponsors), shared the team’s story of performance, purpose and partnership. Patrick Zammit, CEO of TD SYNNEX, added insights on driving innovation and growth through strategic partnerships.
As a sidelight, in celebration of International Women’s Day, Xerox encouraged attendees and employees to contribute to EverFree, an international non-profit dedicated to eradicating human trafficking and empowering survivors. As of mid-day Wednesday, more than $8,000 had been donated by attendees.
On Tap: Over the next couple weeks, we’ll provide a deep dive into the high energy addresses delivered by the CEO and president, along with a one-on-one interview with Bruno.
