SoftIron Appoints Veteran ‘Channel Chief’ Phil Crocker as VP Business Development & Channel

Shaun H. Ruff

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Phil Crocker, VP Business Development & Channel at SoftIron

1 of 2

Phil Crocker, VP Business Development & Channel at SoftIron

SoftIron Prepares To Deliver Enterprise-Class Open Source Software-Defined Storage To The Channel

BELLEVUE, Wash., Feb. 3, 2021 /PRNewswire/ — SoftIron Ltd., the leader in purpose-built and performance-optimized data center solutions, today announced an exciting new milestone for the company with the appointment of five-time “CRN Channel Chief’ Phil Crocker, to the role of VP Business Development and Channel. Crocker has been tasked with leading the company’s growing business development team and building out its channel partner program with a focus on HyperDrive®, SoftIron’s flagship open source-based, software-defined storage solution.

“We’re reaching an inflection point as an industry, as organizations consider how they scale their data center operations, and SoftIron is delivering innovative solutions that put them in the driver’s seat,” said Phil Straw, CEO of SoftIron. “The addition of Phil Crocker, a proven leader who has built tremendously successful partner programs, is a real boon for SoftIron. We’re reinventing what is possible – not only in performance for data center appliances – but also in the approach of operationalizing open source solutions that empower our customers. Phil Crocker joining SoftIron gives us one of the brightest minds in the industry and I strongly believe in his ability to further drive the benefits that SoftIron has engineered for our partners and customers with our task-specific hardware approach.”

“SoftIron is changing the data storage paradigm, having reinvented the way data center appliances are engineered and manufactured from the source code on up,” said Phil Crocker, newly appointed Vice President of Business Development and Channel for SoftIron. “As a challenger in the data center appliances industry, SoftIron places high value on being strategic. We’re playing the long game and are laser-focused on extracting the most value out of every decision we make. An approach that maximizes the benefits of each and every win is how we’re going to build our sales organization and channel strategy, which is where hand-picked partners will feature. I am confident that as our channel partners come to understand the full spectrum of the package that SoftIron is bringing to them and their customers, they are going to see us as a critical link in their go-to-market offering. This is one ride they’re not going to want to miss out on.”

Crocker joins SoftIron from Panasas, where he developed and executed the accoladed ‘Panasas Accelerate’ Partner Program, creating an average annual 70% partner revenue mix, working as the Sr. Director of Channel and Business Development. Before Panasas, Crocker spent eight years with EMC/Isilon. After co-founding Isilon’s EMEA entity and driving early European channel revenues, as Global Channels Director for EMC/Isilon he led the development and post-acquisition transition of the company’s channel program, resulting in a $1BN annual partner revenue run-rate. He joins SoftIron, working from his remote office in Bellevue, WA.

Register your interest for SoftIron’s partner program here.

About SoftIron®
SoftIron® is the world-leader in task-specific appliances for scale-out data center solutions. Their superior, purpose-built hardware is designed, developed and assembled in California, and they are the only manufacturer to offer auditable provenance. SoftIron’s HyperDrive® software-defined, enterprise storage portfolio runs at wire-speed and is custom-designed to optimize Ceph. HyperSwitch™ is their line of next-generation, top-of-rack switches built to maximize the performance and flexibility of SONiC. HyperCast™ is their high-density, concurrent 4K transcoding solution, for multi-screen, multi-format delivery. SoftIron unlocks greater business value for enterprises by delivering best-in-class products, free from software and hardware lock-in. For more information visit

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