Bryan Bedford

Global Lead: CX Partner GTM & Head, Sports & Entertainment Partner GTM

Global Partner Organization

For over 25 years, Bryan Bedford has played a role in the transformation of consumer, content, and technology industries around the world. Throughout his career he has helped launch and scale industry-changing technologies and services in high-growth areas including mobility, content, and customer experience. Bedford is an active contributor on Twitter (@Bryan_Bedford) and an expert industry speaker discussing tech, media, retail, sports, and the future of customer experience as often as he can. In his current position with Cisco, Bedford leads a team within Cisco’s Global Partner Organization that is focused on driving Cisco’s Customer Experience (CX) portfolio and its Sports & Entertainment business through its channel and business partners. Bedford’s team guides Cisco partners to achieve more effective execution of CX across all of Cisco’s business, including areas like Intent-Based Networking, Data Center and IoT. Bedford joined Cisco in 2011 and spent his first 7 years with the company as Global Industry Lead for Sports, Retail & Media. During his tenure as Global Industry Lead, he served as a member on the executive steering boards for the sports, retail, and media industries inside Cisco. Before joining the team at Cisco, Bedford was Vice President of Sales & Business Development at XOS Digital (now Catapult) after serving as Director of Sales & Business Development for the company. In both roles at XOS Digital, Bedford focused on customer experience and services within the sports and media industries. All facets of external business development for XOS Digital, including forging strategic go-to-market partnerships and working with nearly every major professional and college sports program throughout North America, fell under Bedford’s direction. His time at XOS Digital was marked by record revenue growth, expansion of the sales and marketing motion, net-new product and solution launches, and growth of profitability. Prior to joining XOS Digital, Bedford was groomed in the sports world and spent time working for three sports teams in various roles (Sales, Coaching, Marketing) over a 7-year period including time on staff at TCU (Texas Christian University), Southern Nazarene University, and with the Oklahoma RedHawks Baseball Club. Bedford also serves as CEO & Managing Director of The Bedford Agency, a College Sports Recruiting Company. Bedford earned his Master’s Degree from the University of Central Oklahoma and his Bachelor of Science degree from Southern Nazarene University in Bethany. Bedford resides in Oklahoma City, OK and is married to his wife Desiree’ and has two daughters Tessa (18) and Sadie (13).


October 14, 2019


Empowering our Partners with our CX portfolio

At Cisco, we work with a team mentality, and my new team exemplifies this by supporting Customer Experience (CX) and Partner GTM with a new CX Support Services Playbook for Partners.

October 7, 2019


Cisco: Leading the Sports and Entertainment and Digital Signage marketplace together with our partners!

With the largest ecosystem of technology partners in the industry, Cisco is once again leading the way and great success stories with our partners in the Sports & Entertainment industry.

August 7, 2019


Back to (school) basics for our partners with Cisco’s CX Portfolio

Cisco’s Customer Experience transformation is focused on our future portfolio. We are bringing our Partners along in that journey by investing resources to enable and enhance Partner sales support, tools and programs.

May 31, 2019


Digital Transformation in Retail on display at Cisco Live US!

The pace of change in retail isn’t stopping. Cisco and its partner ecosystem is perfectly equipped to solve for the industry and will be at Cisco Live in San Diego!

Cisco Shows Commitment to the Media Industry, Wins “Best in Show” Award

This week’s NAB Show (National Association of Broadcasters) will go down as a smashing success for Cisco thanks to innovation, leadership, training and partnerships. 

Straight Talk About the IP Transition in Media

By now it’s clear that IP-based technologies are threading into the media supply chain with alacrity, whether we’re talking about content ingest, signal processing, or distribution.

NAB 2019: How Balance Matters in Media and Entertainment

I think this will be my 15th or so NAB, and each year it’s both exciting and intriguing to see the Media & Entertainment industry shift, pivot and evolve.

March 12, 2019


Digital Transformation: How Cisco and our Partner Ecosystem are driving Innovation in Sports!

March is an awesome time to be a sports fan! We are seeing change and digital transformation happen in the entire Sports & Entertainment industry.

February 13, 2019


Digital Transformation: Lessons Learned at Cisco’s Media and Entertainment Industry Roundtable

Recently I had the great opportunity to host and moderate Cisco's most recent Media Roundtable in Barcelona, Spain.  During this event we had representation from some of the leading European Media organizations and partners.