June 8, 2011
By Mamush Heayie

Asigra ( had their first day Annual Partners’ Summit 2011 yesterday at the Westin Prince Hotel in Toronto. Today, as I write this post, Day 2 events are taking place. More than 500 partners, and media people are in attendance. had a ringside view of the proceedings of the summit. This annual summit is the fourth of its kind and is held every year to share the latest developments with Asigra partners and get feedback on how they can help their partners perform better and become more successful.

Tracy Staniland, Sr. Corporate Marketing Director, welcomed the attendees as the MC of the event and explained the schedule of the day and introduced Asigra CEO David Farajun.

David Farajun, went on stage to welcome the Asigra partners and to thank them for making time to attend the event and set the stage for the deliberations that were to take place over the next two days of the 4th Annual Summit, 7-8th of June 2011. David Farajun also explained the “Asigra Heartbeat”, his “secret weapon”, Asigra’s business practices, and asked all his staff members, whom he called his heroes, to come on stage – more than 130 people went on the stage with tremendous applause from the crowd.

Richard Fouts, Research Director at Gartner delivered a great presentation on “Why Marketing Matters and How to Rise Above the Crowd”. Next on the agenda was Eran Farajun, EVP of Asigra and he elaborated on the points touched upon by his father David Farajun, and dwelt on some details on Asigra’s roadmap for the future, and how Asigra partners can seize expansion opportunities.

The next speaker, Ashar Baig, Sr. Director of Product Marketing at Asigra, quickly zoomed in on the new high level features of version 11, the mobile marketing opportunities that are waiting to be exploited and what Asigra partners can hope to gain from the expanding horizons of Asigra.

Steve Duplessie, Founder and Senior Analyst at ESG (Enterprise Strategy Group) explained to the crowd on his take on the “Cloud Backup Mobile Marketing Opportunities”. And David Smith, Sr. Director of Partner Development at Asigra, pointed out the ingredients for “OutMarket”, “OutSell” and “OutSmart” and how partners can take advantage of Asigra’s powerful solutions.

The afternoon sessions were divided into three tracks: “OutMarket”, “OutSell” and “OutSmart”. Participants were free to choose the session they wished to attend.

The “OutMarket” sessions were strategically market focused and underscored Asigra’s conviction that good marketing is the root of success. Richard Fouts, Research Director, Gartner, spoke on “How to Segment B2B Customers”. Tracy Stainiland, Senior Director, Marketing at Asigra, advised the partners on how they can “Put Asigra’s Marketing Muscle” at the service of their business to OutMarket the competition. Eran Farajun then gave an overview of the “Hybrid Partner Program”.

The discussion in the “OutSell” track was tactical and was concerned with market interaction with the competition and business growth. The “Outsell” track started with David Smith’s (Asigra Senior Director, Partner Development) overview on how the partners can “Outsell the Competition” and grow their business with Asigra’s latest release, V11. Richard Fouts then took the stage for a discussion on How partners can “Craft their Company’s Elevator Pitch” and reach out to newer frontiers of business. Mark Benton, Product Manager at Systems Engineering, wound up the proceedings with a Partner Case study on “Delivering Cloud Backup & Recovery”.

The “Outsmart” track drilled down into the nuts and bolts of the product and exposed the partners to an overview of the product and what it could do for the partners and their customers. Alina Litvin (Product Development, Asigra) highlighted the features of DS-NOC and Ashar Baig (Asigra’s Senior Director, Product Marketing) dwelt on the features and functions of the new version (v11) in more details. Jose Friere, Asigra Pre-Sales Support, spoke at length about the “DS-System Sizing Log Collector”. The day’s proceeding ending with a “Tech Support Overview” by Sean Leclair, Director, Tech Support and Services at Asigra.

After cocktail reception and dinner, awards were presented to deserving Asigra partners. I hope to see press releases from the winners in the coming days. And finally, Jim Carroll, a Futurist, Trends & Innovation Expert presented “What Do World Class Innovators Do That Others Don’t Do?”.

I will post more details in the coming days.

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