Scale Computing has appointed Cooper Briscoe as chief marketing officer, bringing in a channel veteran to lead global marketing as the edge computing and networking provider looks to expand adoption of its growing technology portfolio.
In an interview with Channel Insider, Briscoe outlined plans to strengthen partner enablement, generate more channel-driven pipeline, and help existing partners expand beyond the individual Scale Computing products they currently sell.
“I’m very passionate about a marketing team that understands the product, the industry, and the channel,” Briscoe said.
Scale Computing targets cross-selling opportunities for partners
Briscoe joins Scale Computing after serving as vice president of marketing at Brivo and previously leading global marketing at Eagle Eye Networks. His more than two decades of experience also include product management and sales leadership positions at Carrier’s LenelS2, United Technologies’ Interlogix division, and GE Security.
He enters the role as Scale Computing continues integrating its expanded portfolio of edge computing, virtualization, managed networking, SD-WAN, and SASE solutions.
According to Briscoe, one of the company’s largest growth opportunities is helping existing partners sell more of that portfolio.
“Just when I look at the portfolio of our channel partners and start to understand that we have small percentages of people that are actually deploying all three of our solutions, or two of the three solutions, that is such low-hanging fruit to go after,” he said.
Rather than emphasizing broad product messaging, Briscoe wants to develop targeted campaigns showing partners how complementary technologies address specific customer requirements.
That approach could also help Scale Computing build on opportunities created by Broadcom’s VMware changes, which have prompted some solution providers to reconsider their virtualization offerings.
Briscoe sees the resulting market disruption as an opportunity to help partners retain customers facing difficult renewal decisions and to introduce additional infrastructure and networking services.
New CMO prioritizes partner enablement and pipeline growth
Briscoe emphasized that marketing should extend beyond communications and promotional materials to directly support partner revenue generation.
He pointed to Scale Computing’s Velocity Partner Program, introduced earlier this year, as an opportunity to help partners better understand available benefits and resources.
His priorities include developing customer-specific sales collateral, sharing relevant use cases, supporting joint sales opportunities, and generating qualified leads to pass to partners.
“I would rather communicate less to the channel, but make it more impactful,” Briscoe said.
He also stressed the importance of communicating product availability accurately rather than emphasizing distant roadmap commitments.
For partners, the objective is a marketing organization that contributes directly to pipeline development and customer expansion, rather than operating separately from sales.
Customer retention and recurring revenue shape channel strategy
Looking ahead, Briscoe believes the evolving relationship between vendors and channel partners will increasingly depend on customer success and retention of recurring revenue.
“We’re channel first. We’re never going to throw a channel partner under the bus, but I think the relationship with the manufacturer and the vendor to that end customer is growing more and more important at the pace at which technology is evolving,” said Briscoe.
As customers move away from large upfront licensing agreements toward recurring subscriptions, partners must consistently demonstrate the value of their services.
Briscoe encouraged partners to maintain regular customer engagement, communicate technology updates, and collaborate more closely with vendors.
“If we, as vendors and resellers, can’t articulate value on a consistent recurring basis, then what we’re doing is going into budget exercises where no one will sit in a room and defend the solution that we’re providing.”
For Scale Computing partners, that means opportunities to improve retention, expand recurring revenue, and introduce complementary services across distributed customer environments.
WATCH MORE: Revisit Scale Computing //Platform 2026 to hear directly from the company’s partners and customers.