Pia, which offers an AI-led help desk automation platform for MSPs, announced strategic organizational changes to position it for next-phase growth. Updates include a restructured go-to-market (GTM) division and key leadership appointments.
Effective immediately, Pia is aligning all GTM functions – sales, marketing, brand, channel, strategic alliances, partner success, strategy and revenue operations – under one unified vision. This move is designed to increase momentum in 2025 by having everyone work toward common growth objectives and partner-focused outcomes.
Some changes include:
- Marketing — Realigning it around demand generation, partner marketing, sales enablement, brand and channel/community, with a surgical focus on lead development.
- Sales Development — Splitting out of sales development reps as a standalone function within GTM, focusing on outbound lead generation and sales pipeline qualification.
- Sales Account Executive — Shifting from regional sales management to account executives, focusing on new partner acquisition by building intimate relationships within the MSP community, understanding objectives and building business revenue pipelines.
- Strategic Accounts — Targeting larger-scale, mid-market-enterprise MSPs of between 10k-100k+ endpoints under management.
- Partner Success — Shifting out of operations into GTM, redeploying partner success as a revenue-generating part of the business, focusing on implementation and retention as a function of inside sales, with the goal of increasing net retained revenue.
Leading the united front will be Nic Ferraro, chief strategy officer, who will now assume the title of Pia’s first CRO. Ferraro brings experience as the founding CCO, Virtual IT Group, an MSP that Pia was built out of. There, he spearheaded nine acquisitions and drove a fourfold revenue increase before becoming Pia’s founding COO. His transition from strategy to revenue leadership represents a natural evolution that leverages his comprehensive company knowledge.
“Having been with Pia from day one, I can confidently say that uniting our GTM functions marks a pivotal moment for the company,” said Ferarro. “By breaking down traditional silos and creating a more integrated, agile structure, we’re positioning ourselves to accelerate growth and boost top-line revenue. This strategic shift has been carefully planned, and we’re now fully committed to this forward momentum.”
The reorganization also elevates James Allen from SVP of sales to EVP of strategic accounts, where he will launch and lead this new team. Allen, another Pia and Virtual IT Group veteran, has consistently been instrumental to the company’s growth trajectory.
Pia is also establishing a dedicated technical sales team, focused on pre- and technical sales functions. This specialized unit will increase capacity for product demonstrations, designed to improve sales conversion rates and reduce sales cycle times.
