2025 BTA National Conference Educational Sessions
Main Stage Session One — Keynote
Keynote Address to Be Announced
June 18, 8:30 to 9:35 a.m.
Main Stage Session Two — Keynote
John Bruno, president & chief operating officer (COO), Xerox Corp.
Xerox is embarking on a bold reinvention, placing its partners at the heart of this transformation. In this keynote, Xerox President and COO John Bruno will reveal how Xerox is expanding beyond traditional print, investing in cutting-edge technologies and creating pathways for shared success. Dealers remain fundamental to Xerox's strategy. Join us to discover how Xerox is reshaping the future — together — and providing dealers with the essential tools, solutions and support to thrive in a dynamic market.
Bruno was named president and COO of Xerox Corp. in November 2022. In this role, he leads business model advancements informed by macro trends, client feedback and market opportunities to position Xerox for long-term profitable and sustainable growth. Bruno is responsible for the Print, Digital Services and IT Services business units, including sales and marketing, research and product development, strategy and corporate development, public relations, manufacturing and supply chain operations. He joined Xerox from Aon, where he was COO of the firm and CEO of the Data & Analytic Services business unit. As CEO of Data & Analytic Services, he led the strategic shift of $1.7 billion of traditional small commercial brokerage to a new technology-enabled business model. As COO, Bruno was responsible for modernizing legacy technology and independent business functions to a global shared operating model with more than 22,000 professionals focused on client success, innovation, growth, profit and service excellence. Prior to joining Aon, he was president of industry and field operations and executive vice president of corporate development for NCR Corp., where he played a prominent leadership role in the company's reinvention to a growth-oriented, hardware-enabled, software-driven business model. Bruno has also held senior leadership positions with Goldman Sachs, Merrill Lynch, Symbol Technologies (acquired by Motorola) and Cisco Systems. He serves on the board of directors of Global Payments, where he is chair of the Compensation Committee, as well as a member of the Technology Committee. Bruno is also the executive sponsor of The Women's Alliance, one of Xerox's 10 Employee Resource Groups.
Xerox's Reinvention: Pioneering a New Growth Chapter
June 18, 1 to 1:40 p.m.John Bruno, president & chief operating officer (COO), Xerox Corp.
Xerox is embarking on a bold reinvention, placing its partners at the heart of this transformation. In this keynote, Xerox President and COO John Bruno will reveal how Xerox is expanding beyond traditional print, investing in cutting-edge technologies and creating pathways for shared success. Dealers remain fundamental to Xerox's strategy. Join us to discover how Xerox is reshaping the future — together — and providing dealers with the essential tools, solutions and support to thrive in a dynamic market.
Bruno was named president and COO of Xerox Corp. in November 2022. In this role, he leads business model advancements informed by macro trends, client feedback and market opportunities to position Xerox for long-term profitable and sustainable growth. Bruno is responsible for the Print, Digital Services and IT Services business units, including sales and marketing, research and product development, strategy and corporate development, public relations, manufacturing and supply chain operations. He joined Xerox from Aon, where he was COO of the firm and CEO of the Data & Analytic Services business unit. As CEO of Data & Analytic Services, he led the strategic shift of $1.7 billion of traditional small commercial brokerage to a new technology-enabled business model. As COO, Bruno was responsible for modernizing legacy technology and independent business functions to a global shared operating model with more than 22,000 professionals focused on client success, innovation, growth, profit and service excellence. Prior to joining Aon, he was president of industry and field operations and executive vice president of corporate development for NCR Corp., where he played a prominent leadership role in the company's reinvention to a growth-oriented, hardware-enabled, software-driven business model. Bruno has also held senior leadership positions with Goldman Sachs, Merrill Lynch, Symbol Technologies (acquired by Motorola) and Cisco Systems. He serves on the board of directors of Global Payments, where he is chair of the Compensation Committee, as well as a member of the Technology Committee. Bruno is also the executive sponsor of The Women's Alliance, one of Xerox's 10 Employee Resource Groups.
Main Stage Session Three
Moderated by Greg Goldberg, general counsel, Business Technology Association (BTA)
Entrepreneurs in the office technology industry constantly face evolving challenges that demand adaptability and innovation. Today, some of the most pressing concerns include declining print volumes, driving the need for product and service diversification; a new generation of technology decision-makers who are less reliant on traditional printing practices; and a somewhat elusive talent pool, particularly for sales roles, making it difficult to attract and retain top talent. In this engaging panel discussion, three office technology dealers — representing companies of different sizes — will share their strategies for overcoming these challenges and others in today's rapidly changing industry landscape.
Goldberg, BTA's general counsel, is a savvy litigator with nearly two decades of experience advocating for a broad range of clients. He is partner at Barta | Goldberg. Goldberg's litigation practice concentrates on commercial controversies, including prelitigation dispute resolution, jury and bench trials, as well as mediation and arbitration. He has deep subject-matter expertise in the rules of court and code of civil procedure. Goldberg's clients range from individuals to trade associations to small businesses and large corporations. He has extensive experience defending Fortune 500 companies in the energy sector and defending professionals in malpractice claims. Prior to joining Barta | Goldberg, Goldberg managed the litigation services department at the flagship office of Katten Muchin Rosenman LLP in Chicago, Illinois. Prior to that, he was a partner in the law firm of Stamos & Trucco LLP, also in Chicago.
Panelists:
Dealer Panel — Thriving Amidst Disruption: How Dealers Are Navigating Industry Shifts
June 18, 4:15 to 5:15 p.m.Moderated by Greg Goldberg, general counsel, Business Technology Association (BTA)
Entrepreneurs in the office technology industry constantly face evolving challenges that demand adaptability and innovation. Today, some of the most pressing concerns include declining print volumes, driving the need for product and service diversification; a new generation of technology decision-makers who are less reliant on traditional printing practices; and a somewhat elusive talent pool, particularly for sales roles, making it difficult to attract and retain top talent. In this engaging panel discussion, three office technology dealers — representing companies of different sizes — will share their strategies for overcoming these challenges and others in today's rapidly changing industry landscape.
Goldberg, BTA's general counsel, is a savvy litigator with nearly two decades of experience advocating for a broad range of clients. He is partner at Barta | Goldberg. Goldberg's litigation practice concentrates on commercial controversies, including prelitigation dispute resolution, jury and bench trials, as well as mediation and arbitration. He has deep subject-matter expertise in the rules of court and code of civil procedure. Goldberg's clients range from individuals to trade associations to small businesses and large corporations. He has extensive experience defending Fortune 500 companies in the energy sector and defending professionals in malpractice claims. Prior to joining Barta | Goldberg, Goldberg managed the litigation services department at the flagship office of Katten Muchin Rosenman LLP in Chicago, Illinois. Prior to that, he was a partner in the law firm of Stamos & Trucco LLP, also in Chicago. Panelists:
Tim Seeley Jr. has been part of his family dealership, Seeley Office Systems Inc., Glens Falls, New York, for the past 19 years. Throughout his tenure, Seeley has held an array of positions, starting with deliveries and working his way up to president of client relations, which has been his title for the last three years. In Seeley’s current role, he is responsible for overseeing the sales team, maintaining relationships with major accounts and working with the management team to move the business forward. Seeley’s philosophy on growth and overall success for the company is to give back and give thanks to both clients and employees.
Additional panelists to be announced.
Main Stage Session Four
Anne Valaitis, principal analyst, Keypoint Intelligence
As the office technology industry evolves, one of the most significant growth opportunities lies in targeting specific vertical markets such as health care, legal, education and other high-compliance industries. These sectors have unique needs that go far beyond general print and copy functions. To succeed, dealers must understand the specialized workflows, compliance requirements and business challenges of each vertical, offering tailored devices and services that add measurable value. This session will explore strategies for expanding into vertical markets with confidence, covering:
Valaitis is a principal analyst at Keypoint Intelligence, covering workplace solutions, services and customer communications. She leverages her extensive expertise in document workflow management and customer engagement to help clients optimize operations, enhance communications and drive business growth. With 30 years of industry experience, Valaitis has led numerous research projects that have shaped the document solutions and customer communications landscape. Her background in product management at leading hardcopy vendors, including product life-cycle management and go-to-market strategy, provides her with a deep understanding of technology and market dynamics.
Expanding Into Vertical Markets: Unlocking Growth With Tailored Solutions
June 19, 9 to 10 a.m.Anne Valaitis, principal analyst, Keypoint Intelligence
As the office technology industry evolves, one of the most significant growth opportunities lies in targeting specific vertical markets such as health care, legal, education and other high-compliance industries. These sectors have unique needs that go far beyond general print and copy functions. To succeed, dealers must understand the specialized workflows, compliance requirements and business challenges of each vertical, offering tailored devices and services that add measurable value. This session will explore strategies for expanding into vertical markets with confidence, covering:
- Understanding Vertical Market Needs: Key challenges and operational pain points in industries like health care (e.g., patient records management), legal (e.g., secure document handling) and education (e.g., digitizing student records).
- Specialized Devices and Solutions: How to position and sell industry-specific technologies, such as HIPAA-compliant scanners for health care, secure print solutions for legal professionals and collaborative tools for the education sector.
- Navigating Compliance and Security: An overview of critical compliance regulations (e.g., HIPAA, FERPA and GDPR) and how to provide solutions that meet or exceed these standards.
- Crafting Tailored Sales Strategies: Best practices for presenting a value-driven pitch that resonates with decision-makers in vertical industries.
- Success Stories and Use Cases: Real-world examples of dealers who have successfully penetrated vertical markets and the solutions that made it possible.
Valaitis is a principal analyst at Keypoint Intelligence, covering workplace solutions, services and customer communications. She leverages her extensive expertise in document workflow management and customer engagement to help clients optimize operations, enhance communications and drive business growth. With 30 years of industry experience, Valaitis has led numerous research projects that have shaped the document solutions and customer communications landscape. Her background in product management at leading hardcopy vendors, including product life-cycle management and go-to-market strategy, provides her with a deep understanding of technology and market dynamics.
Main Stage Session Five
Jocelyn Gorman, president, Document Solutions Inc. (DSI)
In the past, many leadership approaches focused on pushing people out of their comfort zones to drive growth. While growth is important, DSI believes in a different strategy — one that enhances individual strengths rather than forcing people to change who they naturally are. By leveraging profile science, DSI identifies strengths, aligns roles and fosters collaboration in a way that maximizes potential while keeping employees engaged and fulfilled.
Our industry is built on strong profitability, consistency and predictability, all driven by data. We trust data to guide our business decisions every day, so why wouldn’t we use it to better understand our people? By analyzing my her own profile, Gorman can pinpoint the traits and skills she needs in her team to complement her strengths and fill any gaps. This data-driven approach not only helps Gorman become a more effective leader, but also ensures she is cultivating a well-balanced team positioned for long-term success.
In this session, Gorman will also discuss why DSI embraces this approach and why she believes it sets her company apart.
Gorman is president of BTA member DSI, located in Albuquerque, New Mexico. She began her career in sales and the office technology industry straight out of college with All Copy Products in Denver, Colorado. There, Gorman discovered her passion for building relationships, solving customer challenges and, of course, winning. In 2011, she moved back to Albuquerque, New Mexico, where she was born and raised, to work in the family business. Gorman co-founded DSI Technologies in 2015, helping to expand the company's capabilities. As vice president of sales, she played a key role in redefining sales territories and compensation plans, as well as developing go-to-market strategies for DSI's products and solutions across all divisions. Gorman's energy, vitality and positive outlook have continued to make a significant impact on the growth and development of DSI. In January 2025, she was named president of DSI, a role that allows Gorman to continue driving the company's vision and success. She has helped bring strategy, vision and contagious energy to DSI. Gorman exemplifies DSI's core values: Integrity, Passionability, Accountability, Selfless Service and Positivity. She is grateful for the opportunity to serve others through her work and community. Gorman has served as president of the Parker Center for Family Business, a nonprofit dedicated to improving New Mexico-based family businesses. She dedicated more than 10 years to Big Brothers Big Sisters, making a life-changing impact on her little sister, whom Gorman is still close with today. For the past 13 years, she has been blessed to work alongside her dad, learning how to harness vision and empower people. Gorman is very proud to work alongside her family — including her two brothers, Alec and Preston, and four cousins — every day. Gorman earned her Bachelor of Science in international politics and global economy from the University of Denver, graduating cum laude with a double minor in business and Italian.
Building a Stronger Team Today & for the Future by Trusting Data, Not Just Gut Instinct
June 19, 10:45 to 11:30 a.m.Jocelyn Gorman, president, Document Solutions Inc. (DSI)
In the past, many leadership approaches focused on pushing people out of their comfort zones to drive growth. While growth is important, DSI believes in a different strategy — one that enhances individual strengths rather than forcing people to change who they naturally are. By leveraging profile science, DSI identifies strengths, aligns roles and fosters collaboration in a way that maximizes potential while keeping employees engaged and fulfilled.
Our industry is built on strong profitability, consistency and predictability, all driven by data. We trust data to guide our business decisions every day, so why wouldn’t we use it to better understand our people? By analyzing my her own profile, Gorman can pinpoint the traits and skills she needs in her team to complement her strengths and fill any gaps. This data-driven approach not only helps Gorman become a more effective leader, but also ensures she is cultivating a well-balanced team positioned for long-term success.
In this session, Gorman will also discuss why DSI embraces this approach and why she believes it sets her company apart.
Gorman is president of BTA member DSI, located in Albuquerque, New Mexico. She began her career in sales and the office technology industry straight out of college with All Copy Products in Denver, Colorado. There, Gorman discovered her passion for building relationships, solving customer challenges and, of course, winning. In 2011, she moved back to Albuquerque, New Mexico, where she was born and raised, to work in the family business. Gorman co-founded DSI Technologies in 2015, helping to expand the company's capabilities. As vice president of sales, she played a key role in redefining sales territories and compensation plans, as well as developing go-to-market strategies for DSI's products and solutions across all divisions. Gorman's energy, vitality and positive outlook have continued to make a significant impact on the growth and development of DSI. In January 2025, she was named president of DSI, a role that allows Gorman to continue driving the company's vision and success. She has helped bring strategy, vision and contagious energy to DSI. Gorman exemplifies DSI's core values: Integrity, Passionability, Accountability, Selfless Service and Positivity. She is grateful for the opportunity to serve others through her work and community. Gorman has served as president of the Parker Center for Family Business, a nonprofit dedicated to improving New Mexico-based family businesses. She dedicated more than 10 years to Big Brothers Big Sisters, making a life-changing impact on her little sister, whom Gorman is still close with today. For the past 13 years, she has been blessed to work alongside her dad, learning how to harness vision and empower people. Gorman is very proud to work alongside her family — including her two brothers, Alec and Preston, and four cousins — every day. Gorman earned her Bachelor of Science in international politics and global economy from the University of Denver, graduating cum laude with a double minor in business and Italian.
Breakout Sessions
Beyond the Traditional: Expanding Strategies for Evolving Sales Organizations
June 18, 11 a.m. to NoonJune 18, 3 to 4 p.m.
Jon Dunkelberger, region business director, Dealer Division, Ricoh USA Inc.
In recent months, Dunkelberger has written a three-part series for BTA's Office Technology magazine focused on enhancing an approach to an evolving sales organization. Continuing with the focus of the articles, in this breakout session, he will address: the importance of a business development rep (BDR) team to generate outbound sales leads; recruiting, hiring and developing your next generation of sales professionals for the BDR team; and partnering with university sales programs to succeed in this approach.
Dunkelberger serves as region business director for Ricoh’s Dealer Division, where he is focused on helping dealers develop their sales organizations and grow their businesses. Dunkelberger is committed to the development of the next generation of sales professionals and has taught sales strategy as an adjunct professor at the University of South Carolina’s Darla Moore School of Business.
Sell Smarter, Not Harder: Focusing on Business Impact in Tech Sales
June 18, 11 a.m. to NoonJune 18, 3 to 4 p.m.
Samuel Mascato, business growth advisor, Sandler
This breakout session will guide technology professionals in shifting their sales approaches from product-centric to outcome-driven strategies. Mascato will provide practical steps to connect your solutions to measurable business results, empowering sales teams to build stronger relationships and close deals more quickly. Attendees will leave with actionable insights on driving value and delivering solutions that matter to their clients.
Mascato is a highly respected business growth advisor with Sandler, bringing more than 20 years of experience in sales, leadership development and strategic growth. He has worked extensively with organizations in the technology sector, helping them navigate industry-specific challenges and drive significant growth. Recognized as one of the best in the industry, Mascato specializes in optimizing sales processes, enhancing leadership capabilities and delivering measurable results. His expertise in coaching executives and sales teams allows businesses to unlock their full potential. A dynamic speaker, Mascato is passionate about engaging audiences and sharing actionable insights to inspire transformative change in the tech industry.
Your Go-to-Market Plan: The Key to Strategic Revenue Growth
June 18, 11 a.m. to NoonJune 18, 3 to 4 p.m.
Dominic Pontrelli, president, Pontrelli Marketing
Revenue growth plans are normally focused on a stack of new technologies and services offerings, targeting your customer base and net-new accounts. In this breakout session, learn how to create a true go-to-market strategy through the use of your customer data to better define target markets that yield the highest probability of success. The alignment of sales and marketing tactics, jointly focused on these markets, will greatly improve your pipeline. Learn, too, how to better leverage customer and market data to execute targeted marketing campaigns that will result in increased sales activities and strategic revenue.
Pontrelli formed Pontrelli Marketing in 2015, where he is focused on the development of a comprehensive marketing foundation for the office technology dealer channel. His CRM Marketing offering is uniquely positioned to utilize existing customer data and leverage the current CRM platform to drive the solutions/services pipeline through targeted marketing efforts. Pontrelli works closely with clients as their virtual marketing officer (VMO) to align their marketing and sales efforts. He retired from Ricoh as senior vice president of Americas marketing after 34 years of tenured service within the Ricoh Family Group, which included his start with 3M Company, the Harris/3M joint venture, the Lanier Worldwide buyout, the Ricoh U.S. merger, Ricoh Co. Ltd. and Ricoh Americas.