Sally Reade EMEA Channel Director, Whiptail

WhipTail Technologies, Inc. has appointed Sally Reade as its new channel director in EMEA.

 Reade joins from EMC, where she was UK and Ireland channel manager for Isilon at EMC, and will oversee the continued development and expansion of Whiptail’s channel business model.

The announcement comes near the end of a great year for the company’s EMEA business that is on pace for a 12-fold growth in sales for 2012 and a channel network of 50 partners.

Reade brings more than 14 years’ experience to Whiptail, working with VAR networks and growing channel business models across the UK and Ireland, the Nordics, mainland Europe and South Africa, with companies including Veeam, VMware and EMC. In her new role, she will spearhead Whiptail’s rapidly expanding network of VARs, distributors and partners, which includes EMEA partners Softcat, SDG, Terach and Commaxx.

As UK and Ireland channel manager at EMC, she was responsible for integrating the Isilon channel into the main EMC channel and helped develop the company’s mid-market channel go-to-market strategy. Prior to joining EMC, Reade was channel development manager for NEMEA at Veeam, growing the channel to more than 700 partners and making NEMEA the company’s most productive global region in 2009. She also spent a stint as UK and Ireland channel manager at VMware, managing the company’s top 15 UK partners.

Reade believes that Whiptail is perfectly placed to help customers address the storage challenges they are facing as the advent of cloud infrastructure and the explosion of digital media give rise to an exponential growth in the volume of unstructured data they have to handle: "Everything is changing – applications and data must be instantly accessible, and the old ways of connecting and storing them just cannot meet the performance requirements of customers’ business models today. Rather than try merely to adapt to this new world order, Whiptail has innovated to provide customers with a unique combination of performance and capacity. This innovative spirit, combined with Whiptail’s total commitment to a channel-focused business model was a natural fit for my own goals. I want Whiptail to have an efficient and supportive channel model that is easy to do business with, and that helps not just us, but also our partners, to achieve great things."

Brian Feller, VP and GM EMEA at Whiptail added: "For 2012 we are projecting an 1,100% increase in sales, with the significant majority of contracts won through our esteemed channel network. In this incredible position, we are continuing to attract some of the best talent in the industry to our rapidly-growing team, which enables us to further champion Whiptail as a storage leader in the EMEA region."