Menu branches out into EMEA branches out into EMEA

Hires James Stockwell as sales director for the region

iAsset president and CEO, Scott Frew

iAsset president and CEO, Scott Frew

Cloud-based renewals management software,, is extending its global reach. According President and CEO, Scott Frew, who is also Distribution Central founder and executive chairman, said is branching out into the Europe, Middle East and Africa (EMEA) region.

Initially a software system developed internally at Distribution Central in 2009 to assist distributors with automating their renewals, has since been repositioned as a separate entity, albeit a very rapidly growing entity.

To support the planned growth, the company has hired James Stockwell as EMEA sales director. Stockwell’s roles and responsibilities include developing its EMEA growth, raising the profile of, and taking its processes and applications out to the channel in those regions.

“After expanding into Manila, we’ve now expanded up into EMEA so James is going to run the region out of London.

“We’ve got customers that are already global and need someone on the ground in the European time zone. But really it’s to expand the resellers, distributors, vendors, and manufacturers – if we go down that track – that are based in Europe into the global ecosystem,” Frew said.

Stockwell said his 24-year experience in renewal annuity sales programs for businesses like IBM, HP, Sun Microsystems, Veritas, Symantec, and SonicWall, will be beneficial in this new role. Prior to joining, he served at Concentrix for almost five years.

“My experience enables me to go into organisations such as these and through the deployment of automation and technology processes, streamline the burden of managing the renewal of contracts.

“The focus will be around how we can remove that administrative burden and move this renewal experience into a product and sales cycle rather than it being a reactive administration process,” he said.

Stockwell claimed the industry needs a business like to guide the channel as many vendors are beginning to cut out the channel and deal directly with end-customers. This results in them having less avenues to sell their products.

“Vendors need a considerable amount of help in ensuring that their channel partners are included in the sales cycle and the management of products being delivered as SaaS. By cutting the channel out, they will stop selling their products across the board.

“So has added in the module to provide the channel with the necessary critical information for them to identify if consumption is in line with targets, if it has been over-consumed, or not being achieved.”

With’s expansion, Frew said the channel can expect more from the company in the coming months.

“The A/NZ reseller market has always been the ones that react to what’s going on in the market instead of responding ahead of the curve. So what we want to do is wrap our arms around more of these businesses.

“In addition, we will be prioritising the next set of modules coming down the pipe; we think it will make a big impact on the reseller community. We’re also working on a better user interface to make it easier for our customer base,” he added.

Frew also indicated’s looking to hire more staff in developer, project management resources, project delivery, project management, and business analyst roles worldwide in the coming months.

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Tags hireSaaSappointmentClouddistribution centraliAssetsoftware is a channel management ecosystem that automates all major aspects of the entire sales, marketing and service process, including data tracking, integrated learning, knowledge management and product lifecycle management.

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