VMware grabs UK channel exec from SAP

Places bets on industry vet Phil Croxford

tumbling dice

Virty kingpin VMware has raided SAP’s channel exec reservation and made off with industry vet Phil Croxford.

The new hire replaces former UK and Ireland partner boss Ed Dolman, who back in the spring was made chief of one of VMware’s enterprise end-user sales teams.

Croxford has notched up 17 years in “software partnering” according to his latest paymaster, and was most recently head of alliances for SAP’s local biz. Prior to this he had global roles at channel bully boy Oracle for 15 years.

In a PR blurb, Croxford trilled VMware’s “mission” to “simplify IT complexity” in bit barns across the land is backed up an ever swelling portfolio of wares that channel partners have “truly embraced”. Well quite.

“The IT landscape is at a cross-roads and over the next five years we will undoubtedly see dramatic changes from the data centre though (sic) to employee mobility,” he added.

VMware took the first steps into the cloud earlier this year, latterly rebranded as vCloud Air, and getting partners to beef up services sales will be one of the priorities facing Croxford.

But with 98 per cent of UK and Ireland revenues transacted by channel partners, conflict resolution is not something the newbie will have to pencil into his diary on a weekly basis.

VMware is currently seeking a successor to Andy Hunt, the EMEA partner veep who is leaving to “pursue personal interests” some eleven years after joining the EMC-owned outfit. ®

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