Google Cloud Star SADA Nabs VMware Leader As New CRO

Google Cloud Premier partner SADA Systems has big plans in store for its first-ever global Chief Revenue Officer—and VMware’s former worldwide channel leader—Sandy Hogan.


SADA Systems has massive expansion plans in store as the Google Cloud channel superstar looks to become a global force with the hiring of VMware’s former worldwide channel leader Sandy Hogan as its new chief revenue officer.

“I feel like Sandy is one of the core pieces that I had to bring in so that we can focus even more on our strategy around global expansion, potential for more acquisitions, and building deeper relationships with our customers, stakeholders and our teams,” said Tony Safoian, president and CEO of SADA, in an interview with CRN.

“We were looking for someone that could take us from 1,000 people mostly focused on North America, to a global perspective in building a company that will inevitably be thousands of people,” said Safoian. “With Sandy’s global experience, her experience with Cisco and VMware—who specifically have robust channel organizations—I know that Sandy understands how to deliver the number, deliver growth, and what makes a partner the best in the world because she’s seen it from the other side. It’s exactly the right person, at the right time for SADA.”

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Sandy Hogan is slated to become SADA’s first-ever global CRO on July 18, with worldwide sales and go-to-market responsibilities.

[Related: Sandy Hogan On Leaving VMware, Joining SADA And Google Cloud]

She officially departed VMware this month as senior vice president of worldwide commercial and partner sales, where she led VMware’s $10 billion partner ecosystem and its commercial business for the past two years.

“The opportunity is so massive for SADA,” said Hogan in an interview with CRN. “SADA has invested in unleashing the true value of Google Cloud. Their ability to truly bring that end-to-end value really differentiates them. The foundation is unprecedented in what they’ve created.”

SADA’s $2.5 Billion Google Cloud Bet

SADA is a fast-growing and innovative Google Cloud Premier partner, who made CRN’s 2022 Elite 150 list, and won the Google Cloud Sales Partner of the Year award for North America in 2021.

The Los Angeles-based company formed a new three-year partnership with Google Cloud this year with the goal to drive customers to $2.5 billion in Google Cloud consumption.

The company’s expanded Google relationship comes in response to a massive need from customers demanding more cloud capabilities and digital transformation from SADA.

Hogan said while VMware supports a multi-cloud strategy that supports all clouds, Google Cloud stands out on several fronts.

“One is the level of innovation and the speed of innovation that Google is investing in,” said Hogan. “I’ve heard Tony say, which really stuck out to me is: when you look at a number of the different platforms, Google leads with customers who are really looking to innovate and truly drive transformation, versus just switching platforms. That’s a passion point for me.”

VMware’s former channel chief said SADA has the “uniqueness” of bringing end-to-end Google, ISV and its own solutions together to accelerate customers time to value.

Building A Global Powerhouse

SADA continues to win hundreds of net new customers each year as it increases its presence outside of North America.

The company has onboarded more than 230 new customers in the first half of 2022 alone.

In 2021, SADA opened a global delivery center in Armenia to provider delivery and support services to its growing global customer base, as well as hire top talent in the region.

SADA recently acquired India-based Google Cloud Partner ByteWave Digital to provide 24/7 services to customers worldwide.

The company is also currently expanding its sales organization in the U.K. and Ireland with additional engineering and sales leadership appointments as demand grows in the region.

Safoian said Hogan has successfully helped global Cisco and VMware customers around the world while delivering a consistent experience.

“As we are bringing our capabilities to markets around the world, we’re met with jubilation on behalf of, not only our partner in those other markets, but the customers are delighted that someone with our experience is coming to these regions,” said Safoian. “Now, the magic is going to be delivering an experience that feels identical regardless of geographies.”

“My dream is to have this amazing continuous culture, but also have complete competence and capability in every market that we go to. Sandy’s global experience is perfectly attuned to help achieve that,” said SADA’s CEO.

Creating A ‘Forever-Company’

With the hiring of Hogan and other industry veterans, its massive sales growth and global expansion, SADA said it’s striving to create a “forever company.”

This means SADA is building a customer for life approach or as Safoian describes it, “a forever relationship” with its customers.

“SADA’s mission to build a ‘forever company’ rooted in providing incredible value to customers deeply resonated with my values,” said Hogan. “SADA’s unparalleled culture, supported by its best-in-class talent, provides the opportunity for us to create a whole new category of capabilities and further innovate across the business.”

Safoian said Hogan has already exceeded his expectations.

“She has been so active without much prescription or guidance. Like, she’s setting up her own one-on-ones with the leaders. Her own meetings with the stakeholders within SADA. Sending me what the plan is going to be and what she’s thinking about. The level of alignment even exceeds my level of expectations,” he said. “I said, ‘Hey, you’re raising the bar on expectations even before you start.’ I know she’s going to do great things here.”