SADA Systems Sets Sights On $500 Million In Google MSP Revenue

A new agreement with Google has motivated the Los Angeles-based consultancy to place some big bets in offering managed services for Google’s emerging technologies, especially the Anthos Kubernetes platform.

SADA Systems is taking its partnership with Google Cloud to an uncharted level with a shared commitment to drive $500 million in managed services revenue over the next three years.

Google's global reseller partner of the year has agreed to substantially invest in an MSP practice around some of Google’s most cutting-edge products, including the Anthos Kubernetes platform, data analytics and warehousing, and artificially intelligent contact centers. Google in turn is delivering incentives and support to make the solution provider comfortable placing those big bets.

“The MSP program that Google launched sometime last year was about creating the financial model and support infrastructure of partners like SADA that are all-in to enable and create their business plan on how to go big on GCP,” SADA CEO Tony Safoian told CRN.

[Related: Google Cloud Continues Enterprise Push With Cornerstone Technology Buy]

While Google’s recently introduced MSP program laid the groundwork for consulting partners to ramp investments, Los Angeles-based SADA really wanted to make a statement—internally, to customers, and to Google and its technology partners.

The plan developed in concert with Google’s channel organization represents “a massive commitment that we can all rally and execute around,” Safoian said. It involves increased funding for engineering, including Technical Account Management teams that focus on customer success after workloads are migrated.

“We’re now surrounded by a team of dedicated people within the partner organization at Google to work on overall strategic planning and marketing,” Safoian said. “It’s just about all the elements that make a partnership really successful.”

SADA went all-in on Google Cloud last year by selling a thriving Microsoft practice to Core BTS. Since then, its Google business has grown nearly 400 percent.

The company expects to maintain such rapid growth by bringing to market Google’s latest technologies—especially Anthos, a Kubernetes-platform designed for a hybrid and multi-cloud world.

SADA has now done several production implementations of Anthos, and its engineers are eager to hear “some significant announcements” about new Kubernetes capabilities at the upcoming Google Next conference.

“We see Anthos as the best solution to tackle the reality of a multi-cloud and hybrid cloud world,” Safoian said.

Google Cloud has approached the market more realistically than competitors like Amazon Web Services and Microsoft Azure, he said, by embracing the potential to facilitate some workloads being hosted on its competitors’ clouds.

“It’s very bold,” Safoian said. “It speaks to their understanding of customer environments and expresses a high-degree of confidence.”

Last September, SADA introduced a groundbreaking offer of flat rates and fixed timelines for four common types of cloud transformation projects, including one focused on adoption of Anthos for hybrid cloud deployments.

“We feel like ultimately you’ll want to run it on GCP, but not because you have to or we’re forcing you, but because you’ll get the best performance, capabilities and network,” Safoian said.

“SADA is a great example of how a partner can successfully build a thriving, customer-centric business around Google Cloud,” Carolee Gearhart, vice president, worldwide channel sales at Google Cloud, told CRN. “SADA is tightly aligned with our field and go-to-market teams, and they share our commitment to driving customer success. Their expanded commitment to Google Cloud is indicative of the strong customer demand they’re seeing in the market, and demonstrates their strong role in the Google Cloud ecosystem.”