‘We’re gearing up for double corporate growth’: NetAlly new EMEA VP on company ambitions

Nathan Collins joins the vendor to turbocharge its partner strategy and transition to a fully two-tier distribution model

Image:
Nathan Collins

NetAlly has welcomed Nathan Collins as VP EMEA to reshape the company’s partner landscape and drive its campaigning strategy.

The vendor’s mission is to provide network test, management and security products for companies to help them better understand and secure their networks.

Collins will oversee more than 300 active partners and help NetAlly transition to a fully two-tier distribution model to ensure its solutions are available “in all major markets.”

“Nathan brings us a wealth of experience to help us deliver these goals,” stated Mike Parrottino, CEO of NetAlly.

CRN met with Collins to understand his partner strategy, market focus, and growth ambitions.

Partners’ collapse and EMEA focus

The new VP EMEA explains that his first mission will be to reinforce NetAlly’s “efforts and revenue streams through a consolidated list of distribution partners.”

“We initiated, in the last 30 to 40 days, a collapsing of our partner landscape,” Collins tells CRN.

“We're reducing our list of 30 distribution partners down to about seven across EMEA.”

NetAlly’s partners in the region include Heynen in Benelux and France, Intec Microsystems in the UK, ALLNET in DACH, e92plus in the UK and Ireland, Synergix in the Middle East, Netes in Eastern Europe, and RS which is pan-European.

When looking at the region from a global perspective, the new VP adds that despite “some exciting opportunities in Saudi Arabia, Qatar, and the Middle East in general, the core markets that drive 60 per cent of the revenues are the Western European marketplace.”

The vendor also intends to increase its activities in Poland and Spain given their high-growth potential.

“That's where we're going to be putting a lot more focus than we have done in the past to leverage that growth area.

“We brought on an emerging market specialist to support business development in these new territories, allowing our current teams to keep their focus on established markets.”

Collins assures that NetAlly is not defocusing but rather taking a longer-term view.

“We've obviously got distribution in many of these areas, but we are looking for partners we already have started with in mature markets and add those into developing areas.

“The short-term revenue opportunity is most definitely by doubling down into the traditional DACH, UK, Ireland, France, and Benelux.”

Keep reading to find out more about NetAlly’s campaigning strategy and Collins’ growth ambitions...

Beyond growth

While the company intends to grow by 20 per cent in EMEA this year, Collins wants to exceed this target.

“In the next six to 12 months, we want to do more campaigning.

“We want to create campaigns that educate our partners about the challenges and opportunities provoked by IoT devices, people working in ever-changing environments, so firms can boost their network security and efficiency.

“This is why we launched our ‘Mission: Possible’ campaign on 27 January, to help organisations understand some of the risks associated with operational costs, security, and compliance governance.

“Our forward projection is in the 35 per cent-plus growth, and that is what I'm gearing this team to deliver against.

“We’re gearing up for double the corporate growth potential.”

Beyond the new VP’s sphere of influence, NetAlly is now globally going “directly to specific partners and give them a preferential status only when they deserve it.”

“By doing so, we highlighted 25 growth partners globally that have that DNA we were looking for, such as Zyxel, Ubiquity, and Cisco, heavily network specific partners driving millions of revenues.

“We also have global distribution agreements in place with TD SYNNEX and Ingram Micro in the North American marketplace, but they don't currently distribute into the EMEA marketplace,” says Collins.

“From a partner perspective, we want to be relevant to organisations between 50 and 300 employees, in the likes of Nimans, Full Control Networks, RS, Telonic, Netskope, and a few others.”

Highlights