Feeds

Atrato replaces sales boss - again

To lose one is unfortunate, to lose two looks like carelessness

Beginner's guide to SSL certificates

Atrato has replaced its sales VP, Marty Sos, after just three months, and recruited a marketing VP as well.

Marty Sos joined Atrato, which makes disk drive storage arrays with canisters of 2.5-inch drives, in late August this year, having left collapsed optical disk drive and archive vendor Plasmon. He's now VP of sales at Light Blue Optics, a privately-owned company developing miniature pico projection systems. It is headquartered in Cambridge, UK, with a development facility in Colorado Springs.

Atrato has replaced him with Jeff Edwards, who comes straight from being a sales VP at NEC Corporation of America. He's been around the sales management block a few times, with a 25-year history encompassing Hitachi Data Systems, IBM, StorageTek and COPAN Systems as well as NEC. Sos was no lightweight, having occupied high-level sales positions at McDATA and IBM on his CV, as well as Plasmon.

When Sos joined Atrato, we were told: "Sos will be responsible for worldwide sales, developing OEM and channel routes-to-market and ensuring the company exceeds revenue growth objectives across all target markets."

Steve Visconti, Atrato president and CEO then said: "With him on board, we expect to increase the reach and effectiveness of our sales and channel partnership efforts dramatically over the next 12 months." It looks like Atrato didn't achieve that.

Sos came in when his predecessor, Kevin Cordell, left after just one year and one month in post.

Jeff Edwards "will focus on expanding Atrato's partner and customer base worldwide," which sounds pretty much the same as Sos would have been doing.

Atrato has not taken off like a rocket since the launch of its Velocity1000 product line last year. Three sales VPS in two years suggests Atrato is either very unlucky or simply bad at picking people that are suited to its culture and products.

The company has not had a marketing VP before. That was the previous job of Steve Visconti, as he was an executive vice president for sales and marketing before being promoted to CEO. Visconti said Bill Mottram: "will lead development and execution of Atrato's go-to-market strategy, directing the company vision and product requirements for its Velocity1000 product line."

He said of his two new appointments: "Their industry experience and proven track record will be key to helping us further our market share and deliver long-term value to our shareholders." That's the problem Atrato has; market share. It's too small, and a fast turnover of Sales VPs won't have helped. If the latest one leaves quite quickly then perhaps it's time for consideration of new leadership at the top of Atrato. ®

Security for virtualized datacentres

More from The Register

next story
It's Big, it's Blue... it's simply FABLESS! IBM's chip-free future
Or why the reversal of globalisation ain't gonna 'appen
'Hmm, why CAN'T I run a water pipe through that rack of media servers?'
Leaving Las Vegas for Armenia kludging and Dubai dune bashing
Bitcasa bins $10-a-month Infinite storage offer
Firm cites 'low demand' plus 'abusers'
Facebook slurps 'paste sites' for STOLEN passwords, sprinkles on hash and salt
Zuck's ad empire DOESN'T see details in plain text. Phew!
CAGE MATCH: Microsoft, Dell open co-located bit barns in Oz
Whole new species of XaaS spawning in the antipodes
Microsoft and Dell’s cloud in a box: Instant Azure for the data centre
A less painful way to run Microsoft’s private cloud
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.