Storage vendor, Isilon Systems, has appointed Dave Demmocks as its new sales director.
Demmocks was most recently with Autodesk as regional manager of media and entertainment, and previously worked for Silicon Graphics.
This year, Isilon plans to switch its strategy from 90 per cent direct to at least 60 per cent of its business through the channel.
“We have to sell through the channel if we’re going to grow this business,” Demmocks said.
To help this along, Isilon has introduced channel-only bundles including low-end to high-end products, a petabyte bundle that offers better price per gigabyte, and a VMware bundle specifically for virtualisation.
“The only things our bundles don’t have are services, so the channel gets to do the installation, training, configuration and so on,” Demmocks said. “Lower-end bundles come with one-year support and the mid to high-end bundles come with three years. That makes it very attractive to a customer.”
At the moment, Isilon has eight partners in the Australian market, mainly in the media and entertainment sector.
In the past year-and-a-half, the company has brought in a new executive team including Leonard Iventosch as vice-president of global channels and OEM, and George Bennett as worldwide vice-president of sales. Both Iventosch and Bennett are former NetApp employees.
Isilon has expanded the breadth of its product line dramatically, Iventosch added.
“We moved from a purpose-built niche product to broad-based, scale-out NAS,” he said. “That’s allowed us to expand our markets from media and entertainment into life sciences, Web 2.0, virtualisation and cloud. It’s really changed the market opportunity for us.”
Iventosch has spent the past year building the company’s channel strategy, program and signing up partners.
“Our objective globally is to have a consistent channel program,” Iventosch said. “The strategy in 2010 is really identifying markets where we can work with partners.”