New Trend Micro sales boss goes zebra hunting

Ross Baker says it's time for security vendor to switch focus from enterprise to mid-market 'zebras' as he seizes UK and Ireland sales reins

Ross Baker says he couldn't resist the lure of working for a mainstream security vendor again after accepting a role as Trend Micro's UK and Ireland sales director.

Baker, who has previously worked at Websense and Check Point, said he relished returning to the "cut and thrust" of the channel following a nine-month stint at European newcomer AppRiver.

"My priority is to get back in front of the partners I've known from those previous roles and see what we can do for them from a Trend angle," he said.

"I'm old enough now to know what I'm good at, and Trend really plays to my strengths."

In his role as regional sales director, Baker has reporting into him four sales account managers focused on mid-market customers and two channel account managers, which he said would help improve predictability for partners.

Trend Micro's roots may be in anti-virus but Baker said its newer Deep Discovery cybersecurity wares would be a focus for 2014.

"The cybersecurity space is very competitive but it's hardly been penetrated by anyone. Trend is absolutely ready for that market," he said.

Baker's team focuses on end users with 500 to 5,000 staff, a key battleground for Trend in 2014.

"When I was at Websense we started in the mid-market and needed to focus on enterprise," said Baker Add another article page(pictured). "At Trend, it's the opposite, and that's where I come in as that's where the channel is the strongest. We've hunted the elephants; now we need to hunt the zebras in the mid-market."

Baker stressed he had left AppRiver on good terms.

"The only reason I left was because Trend called and I couldn't resist," he said.