The directors of PushPull Marketing Pty Ltd, Laurie Sellers, Paul Sadler and Rick Marks have merged business operations with local distributor, DNA Connect.
The merger enables DNA Connect to add the agency style marketing services offered by PushPull Marketing to their recently announced lead generation program called CustomerConnect.
The deal also expands the DNA Connect senior management team as the PushPull Marketing owners join the newly created DNA Connect board.
DNA Connect executive director, Munsoor Khan said the two companies had been in discussions for the past 6 months.
“We initially engaged PushPull Marketing to assist with extending our channel reach and formalise our programs but as time went on we realised there were a lot of synergies in our approach to distribution,"he said.
“With the consolidation that’s going on in the channel at the moment, and in particular within the distribution landscape, we felt the time was right to expand the senior management team to help drive the business forward."
As part of the merger, DNA Connect will be expanding their existing board with all three directors of PushPull Marketing joining: Sadler will join as marketing director, Sellers will take on the role of chairman and Rick Marks will be a non-executive director, with all three supporting and advising DNA Connect on an ongoing basis.
Looking for vendors DNA Connect has been in operation for 21 years in Australia and currently represents Splunk, Huawei, Imperva, Ixia and a number of other vendors.
Khan said, “We've traditionally been known as a networking distributor but this has changed as we moved into the Big Data and analytics space and experienced tremendous growth since partnering with Splunk.”
“We’ve also recently launched a new relationship with Huawei which will broaden our portfolio further to include switches, routers, servers, storage, cloud and tele-presence. But we’re not done yet and we’re actively looking for more vendors.
“We’re particularly seeking vendors that will complement our existing business including some of the Tier 1 hardware and software vendors who are looking for a distributor with very strong technical skills and an ability to create opportunities for the reseller channel. We’re also actively seeking new vendors to complement our Big Data product portfolio.”
Sellers said, “20 years of leading successful distribution businesses has taught me many valuable lessons, one in particular being that our business is only as good as its people.
" I’ve often said how important it is to be a great company to work for and be nice people to do business with. I firmly believe that by doing this you will attract the best staff, the best vendors and the best customers.
“When PushPull Marketing started to work with DNA Connect last year, we immediately saw that they shared the same philosophy, so I'm very excited to now be working more closely with them as the environment feels very familiar.
"My role is not full time, the business is already very well managed, so it gives me time to focus on strategic thinking and to constantly throw challenging ideas on the table that will hopefully help shape the business for future growth, and that suits me well."
Laurie Sellers was formerly managing director of Alstom Information Technology which was relaunched as itX Group Limited following a management buyout in 2004. itX was floated on the Australian Stock Exchange in 2007 and then sold to the US-based Avnet Inc in 2011.
Sadler was the head of marketing for Alstom IT, itX and Avnet and Rick Marks was the general manager, commercial. Following completion of theintegration of itX and Avnet in late 2012, the three established PushPull Marketing.