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).


Dear NAB Attendees: The Power of Cisco+Channel Accrues to YOU

Truth is truth, and our channels (new and old) are huge and wide. Channels don’t make for an entire ecosystem, obviously, but they’re one of the assets we bring to the table — in a way few others can.