SADA Aims Even Higher with New, $2.5 Billion Google Cloud Sales Goal

The MSP has agreed to meet that new commitment – a big increase over the last one – within three years. Here’s how.

Kelly Teal, Contributing Editor

April 11, 2022

4 Min Read

SADA is ramping up its financial commitment to Google Cloud, the only vendor with which it partners. On Monday, the managed services provider said it has agreed to drive its customers to consume $2.5 billion – yes, billion – worth of Google Cloud services over the next three years.

“The deal is significant as it marks a 5X increase from the prior commitment, and solidifies SADA and Google Cloud’s shared commitment to drive transformation and value for our customers,” Tony Safoian, CEO and president of SADA, told Channel Futures.

In 2020, SADA announced a $500 million goal to last over several years. The MSP hit that target early. And now, SADA is seeing so much demand for digital transformation, executives felt certain they could meet the $2.5 billion threshold.


SADA’s Tony Safoian

“This number reflects an achievable goal based on our historical growth and forward projections,” Safoian said. “We completed our earlier commitment eight months ahead of schedule and we are very confident [we can] align and deliver against this new 5x goal.”

To achieve that, SADA will take a two-pronged growth approach.

How SADA Will Meet the $2.5 Billion Google Cloud Sales Goal in 3 Years

First, it will roll out more products and services, all built on Google Cloud (recall that the Los Angeles-based MSP went all-Google in 2019) and supported by more personnel. It will distribute those capabilities both directly and by enabling its SaaS Alliance members. Second, the company also will keep expanding its international presence.

In terms of new offerings, Safoian said SADA will continue to augment its Power portfolio, which it launched in January. That line comprises Google Cloud platforms and solutions, and combines them with SADA’s professional services. SADA delivers the various components of Power in a paced and structured manner rather than all at once. Safoian said SADA is handling more than 100 opportunities and projects related to the Power initiative. He noted that the MSP will add three machine-learning capabilities to the portfolio this quarter.

To further promote growth and get to that $2.5 billion mark, SADA will hire more people across engineering, technical accounts and sales “to ensure our customers’ experience as they migrate, ramp and then maximize the value from the cloud,” Safoian said. For example, the company recently named Peter FitzGibbon as vice president of its professional services organization. FitzGibbon joined SADA from Rackspace, where he worked for five years in various roles.

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Alliances, Expansion Play a Role, Too

Next, SADA expects to fuel yet more Google Cloud adoption through the SADA SaaS Alliance. The MSP formed the group last year to give SaaS developers and independent software vendors a resource for finding sales leads, closing deals and working with Google Cloud. Developers and ISVs “don’t just want the best technology stack but the best opportunity to grow, to increase revenue, to create awareness,” Safoian told Channel Futures in 2021. “And that’s really when this idea started coming together — what could SADA offer as an MSP to help them on the business side, not just the technology side.”

The SaaS Alliance Program now has 35 partners, which SADA says represents 350% growth within the first year.

“We’re looking to double our member growth year-over-year,” Safoian said.

Finally, SADA will use expansion outside of North America to help it meet that $2.5 billion objective. The MSP secured its international footprint last year when it launched its global delivery center in Armenia and established its India presence through the ByteWave Digital acquisition. ByteWave Digital, also a Google Cloud partner, has been rebranded as SADA India.

“We plan to enter into other markets in EMEA and APAC [in the] later half of 2022 and beyond,” Safoian said.

What Google Cloud Has to Say

All told, SADA expects the mix of strategies to propel it to that $2.5 billion Google Cloud-consumption goal. Google Cloud is confident, as well.


Google Cloud’s Rob Enslin

“Organizations are looking to completely transform their businesses with the cloud, from bringing mission-critical workloads into a cloud environment, to powering hybrid work, to launching entirely new digital businesses,” Rob Enslin, president at Google Cloud, said. “Since going ‘all in’ on Google Cloud, the team at SADA has helped organizations across industries and markets transform in each of these areas and more. This announcement represents a commitment from SADA and Google Cloud to accelerate digital transformation even further.”

Google Cloud continues to rank as the world’s third-largest public cloud provider, behind Amazon Web Services and Microsoft Azure, respectively (though Azure is nipping at AWS’ heels). Google Cloud focuses less on turning a profit and more on distinguishing itself from rivals through proprietary emphasis on data, security, digital transformation and other efforts.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Kelly Teal or connect with her on LinkedIn.


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About the Author(s)

Kelly Teal

Contributing Editor, Channel Futures

Kelly Teal has more than 20 years’ experience as a journalist, editor and analyst, with longtime expertise in the indirect channel. She worked on the Channel Partners magazine staff for 11 years. Kelly now is principal of Kreativ Energy LLC.

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