Rauch was vice president of U.S. channels at HP's Enterprise Servers, Storage and Networking division until last year when he left to join VMware as its vice president of channel sales in the Americas. Rauch came to HP in 2002, after its acquisition of Compaq Computers, and was responsible for leading sales and enabling acquisition integration. In his new role, Rauch is responsible for all of the company's indirect marketing paths. In April, Rauch told CRN that there's a great window of opportunity right now for vendors, and companies need to "put more agility in the channel." While HP and VMware have a 12-year partnership going in the virtualization market, the two tech companies still vie for the same top executive talent.
Mont Phelps, President and CEO of NWN Corporation, a VMware partner, said Rauch didn't miss a beat in his transition to VMware. "People move around in this industry. Typically when someone comes in, there's a kind of get-to-know-you period, ... but with Frank there was none of that. He just jumped right in, [and] it was one of the best, quickest and easiest transitions I've seen."