Ashley receives the title VP of partner strategy and programs with Jani more focused as chief product officer. "My background is in helping partners make money," Ashley said during a conference call this week and added a major focus is helping resellers switch to the cloud-based model. "The professional orientation most partners have doesn't lend itself to a volume-and-velocity kind of approach," he said. Resellers must focus on new customer adoption and installed base retention rather than on services. They must move "from a professional sales organization to one that understands selling IP and managed services," he continued. CEO Jon Roskill said there are "a lot of new VARs coming on board", although the company was not ready to name them. Ashley was director of business development at SAP from February 2010 through August 2011, with responsibility for the channel for Business ByDesign. He then served as VP of global partner enablement for SugarCRM from July 2011 through July 2012. Since then, he was principal for Geoff Ashley and Associates from November 2012 through February 2016 and again from February 2017 until the present. In the interim, he worked for SAP reseller Navigator Business Solutions as SVP of sales and marketing in a contract role from February 2016 through February 2017.