He had served as GM of SMB customer lifecycle management from June 2011 through April. Larichev's hiring follows that of Stijn Hendrickse, who had been senior director of marketing at Microsoft by Acumatica, which offers cloud-based and on-premise software. Hendrikse, now chief marketing officer, joined McLean, Va.-based Acumatica in April. In his most recent Microsoft position, Larichev led field sales enablement and customer life cycle strategy.