June 16, 2011
By Mamush Heayie

At the recent Asigra Cloud Backup Summit, Asigra EVP, Eran Farajun, defined Asigra’s vision as charted out by Asigra. During his presentation his focus was on the topic of change and how the market is evolving rapidly and relentlessly, requiring market participants to embrace these dynamics. Service providers in attendance were urged to recognize the change and embrace it as it will be a determining factor in future success.

The first step toward embracing change is remaining flexible as called for by business requirements. In alignment with this, Asigra itself has changed over the years; transforming itself from a technology-driven to marketing-focused organization. The company’s investment in sales and marketing has expanded significantly but has always remained entirely focused on its channel. The company’s partners who will benefit the most will be those who can capitalize on this change.

Transition from an engineering to a market-driven organization is not an easy process for any technology vendor, but the reality is that reliance on technology is not enough. As the market heats up, the revenue opportunities increase and the playing field expands, the best go to market strategies will be all about “setting the best mousetrap”. There is a need to focus on marketing. As the company provides value beyond software, Farajun urges partners to take advantage of the resources being made available.

Having talked so much about change, Farajun made clear that two things are not going to change at Asigra: the relentless pace of technological innovation and the company’s commitment to its channel. He noted, “we are not going to take our foot off the gas” and  “our strategy is to be 100 percent channel focused.”

As a demonstration of the advancements made by Asigra, the company has expanded operations, increased its management team and enhanced brand awareness. Asigra’s marketing team has been equipped with adequate resources to engage with partners at the marketing level. The company is standing by to help partners get value from new training and support initiatives, “broadened and deepened” by enhanced staff and infrastructure. Asigra understands the demands made on a partner facing organization and has hired adequately to add value to partner facing activities. The idea is to “step it up a notch; ten notches” and Asigra has not stinted in making a significant investment in this direction.

Rounding out the presentation, Farajun acknowledged that the company’s success was made possible by the immense efforts of its partners. Press releases, case studies, customer reviews and a host of associated activities have been responsible for growth in awareness leading to customer growth and sales success. There is a lot of excitement around Asigra’s alliances with Netapp and Intel, which the company entered into with a view to help partners use new technology to obtain a cost advantage. As announced, Asigra’s intention is to support the iPad, iPhone and other kinds of mobile devices and markets and requested that partners download the latest generation software to move forward with what’s next.

In concluding remarks, Farajun emphasized the company’s expansion into new markets as the demand from businesses and consumers continues to grow globally, creating opportunities for both Asigra and its ecosystem of technology partners and service providers.

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