WAN optimizer Riverbed Technology (RVBD) has hired Paul Mountford, an ex-Cisco Systems (CSCO) executive, to run its entire sales operation, tasked with handling day-to-day operations for direct and indirect sales including overseeing the vendor’s channel network.

Mountford, whose official title is chief sales officer and senior vice president, will report to David Peranich, Riverbed’s worldwide field operations president. The company said Mountford’s appointment will free Peranich to concentrate on the vendor’s sales strategy and direction.

Mountford’s 30-year background prominently features a 16-year stint at Cisco, where he ran the networking giant’s $34 billion enterprise business, led its emerging markets business, and ran its channel partner program. Most recently he served as Sentillian chief executive, running the New York-based web intelligence startup focused on monitoring publicly shared content. His experience also includes his own channel development consultancy in which he specialized in helping U.S.-based companies develop successful international channel programs.

“Paul is a proven leader and industry veteran who will help us scale, and play a key role in executing on our growth strategy as we continue our evolution to a multi-product solutions and platform provider,” said Jerry M. Kennelly, Riverbed chairman and chief executive.

Mountford said he planned to capitalize on Riverbed’s technology and channel strengths.

“Riverbed has industry-leading technology, strong partnerships and a committed channel, which puts us in a strong position in the $11 billion market for application performance infrastructure,” he said.

Mountford may have his work cut out for him. In its recently completed Q2 2014, Riverbed disappointed Wall Street, posting $264 million in sales and net income of $6.8 million, or 4 cents per share. While the company’s Q2 revenue represented a 6 percent year-over-year growth, sales fell some 5 percent below the $277 million analysts expected for the quarter.

Riverbed blamed delays in closing some big deals in North America for its Q2 sales slide.

Riverbed has been embroiled in a tussle with activist investor Elliott Management, which has twice been rebuffed in attempts to buyout the company. On July 14, the hedge fund reiterated its February offer to buy Riverbed for about $3.36 billion, a bid the vendor already has turned away once. Elliott holds a 10.5 percent stake in Riverbed.

In May, Riverbed overhauled the naming convention for its products under its Application Performance Platform to more accurately reflect how its entire lineup of solutions work together. All of its new product names are based on the Steelhead WAN optimization solution, the company’s flagship product. Similarly, all of the company’s products will feature the “Steel” prefix to signify their inclusion in the portfolio.

Riverbed’s product renaming is just one part of the company’s goal to remake itself into a multi-product supplier.