NinjaRMM Readies Outbound Sales Push, International Expansion And More Visibility Under Channel Vet Daumard


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The way Francois Daumard sees it, the remote monitoring and management (RMM) market is like the airline industry – full of established players that offer similar products and customer experiences.

That's why Daumard, a longtime channel executive with previous stops at Microsoft, Apple, IBM and AVG, joined emerging vendor NinjaRMM as chief revenue officer in June. He said the San Francisco-based provider stands ready to meet the "unspoken" demands of the channel.

"Partners are often disappointed with what they've been experiencing with their RMM tool and RMM vendor," he told CRN. "They are anxious to receive a different type of experience."

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In the 18 months since its formal launch, NinjaRMM has added 1,140 managed service providers to its partner ecosystem and more than tripled the size of its now 50-person staff. Accelerating month-over-month growth has followed for the vendor as word of its simple, intuitive RMM user experience spreads within the MSP community.

To this point, Ninja has met success without heavyweight outbound sales and marketing muscle.

Roughly 65 percent of the company's business is inbound. More than 40 percent of partners who demo the product ultimately become customers, and "effectively zero dollars" have been spent on advertising, Sferlazza said. NinjaRMM has primarily relied upon word-of-mouth, social media streams and limited appearances at trade shows.

Matt Donnelly, managing member of Colorado-based Mitchell & Company, stumbled upon NinjaRMM while browsing the MSP subreddit and quickly bought into the company for its reputation as an easy-to-deal-with vendor, both from the partnership and user experience perspectives. Mitchell's engineers, he said, haven't had to spend time troubleshooting or manually updating the platform.

"We were sold on their size and the tool set and the community around it," Donnelly said.

Retention of existing partners has also been "incredibly high," NinjaRMM CEO Sal Sferlazza said, and most major vendor have already reached out to the company about integrating their products.

With eyes on keeping the momentum going, NinjaRMM plans further expansion both among larger North American MSPs and internationally, where the company has no physical presence.

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