- Google Cloud partner SADA Systems booked about $650 million in total contract value so far this year and had two of its best quarters ever.
- SADA Systems CEO Tony Safoian says Google Cloud has become a "cloud of choice for traditional customers" as it takes on Amazon Web Services and Microsoft.
- SADA Systems also rebranded to become "enterprise class consistent" as it works with larger customers.
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SADA Systems, a Google Cloud partner, says its booked about $650 million in total contract value for Google Cloud deals so far this year. While Google Cloud still trails behind its rivals AWS and Microsoft, SADA Systems president and CEO Tony Safoian said that he has seen it start to become the "cloud of choice for traditional customers."
This past quarter was SADA's best quarter yet, Safoian says. Although Safoian says there was a slowdown at the beginning of the pandemic, the last two quarters have been its best because of more companies moving to the cloud.
Read more: Google Cloud partner SADA Systems saw a 'massive slowdown' and missed sales targets at the start of the coronavirus crisis — but then beat its sales goals by 300% in Q2
"It speaks to this demand for public cloud and Google Cloud in particular," Safoian said.
SADA Systems, which helps customers install and set up Google Cloud services, plans to be "IPO-ready" in the next three to five years, and is on track to hit $1 billion in annual revenue in the next two to three years, Safoian said.
It's relatively rare for a company that specializes in reselling and supporting services for one specific company to go public. Presidio, a Cisco partner, previously went public, although it was bought out and taken private again last year. Other companies have gotten acquired, like when Rackspace bought Amazon Web Services partner Onica in 2019.
Still, Safoian says he believes the demand for Google Cloud and SADA's services will only keep growing, and predicts that both companies will be three times as big as they are now in three to five years.
To help prepare for that, SADA rebranded its logo and the language its employees use to talk about the business. SADA's branding has not been "enterprise-class consistent," Safoian said.
"We see this as a tremendous opportunity to drive value for our customers with Google Cloud in the next several years but do it in a unique way that empathizes with the mindset and empathizes with giving back," he added.
Rebranding is only part of what SADA plans to do to reach its goal of being "IPO-ready" in three years. Besides that, SADA needs to make sure its executive team and board are ready for sales and execution strategies that meet the standards of a public company, Safoian says. It also plans to add more independent board members to hold its business accountable.
SADA has also been hiring to help meet the surging demand for Google Cloud services. This past quarter it hired 55 people, and it wants to hire another 40 the following quarter, for a total of 450 employees by the end of the year.
"Not to say we'll absolutely go public," Safoian said, "But we want to have that level of maturity and discipline and withstand that level of scrutiny."
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