Reade takes channel helm at Whiptail

Nov 19, 2012

Solid-state storage firm Whiptail appoints ex-EMC channel boss to EMEA role

Storage vendor Whiptail has recruited EMC channel exec Sally Reade for the role of channel director in EMEA.

As UK & Ireland Channel Manager at EMC, Reade (pictured) was responsible for integrating Isilon into EMC’s channel after its acquisition, and helped develop the company’s mid-market channel go-to-market strategy. Prior to joining EMC, Reade was channel development manager for NEMEA at Veeam, growing the channel to more than 700 partners. She also had a stint as UK & Ireland channel manager at VMware, managing the company’s top 15 UK partners.

Reade will now be charged with spearheading Whiptail’s network of VARs, distributors and partners, which includes Softcat, SDG, Terach, and Commaxx.

Reade believes that Whiptail‘s “innovative spirit” and “total commitment to a channel-focused business model” was a natural fit. “I want Whiptail to have an efficient and supportive channel model that is easy to do business with, and that helps not just us, but also our partners, to achieve great things,” she comments.

The vendor says it is nearing the end of “a phenomenal year” for the company’s EMEA business, which is on course for a 12-fold growth in sales for 2012 and a channel network of 50 partners.

Says Brian Feller, VP and general manager EMEA at Whiptail: “For 2012 we are projecting a 1,100 per cent increase in sales, with the significant majority of contracts won through our esteemed channel network. In this incredible position, we are continuing to attract some of the best talent in the industry to our rapidly-growing team, which enables us to further champion Whiptail as a storage leader in the EMEA region.”

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