Rob Yates

Senior technology commercial and channel leader with 20+ years of experience driving vendor, partner and business growth across the African technology market. Extensive background spanning technology distribution, Microsoft business development, cloud product management, partner enablement, licensing and go-to-market execution. Experienced in building strategic relationships across vendors, reseller communities, customers and internal sales and technical teams.

Combines commercial understanding with technical credibility to identify market opportunities, develop partner ecosystems, position complex technology solutions and support sustainable revenue growth. Brings hands-on experience across Microsoft, cloud, virtualisation, data management and technology ecosystems, with a strong understanding of how vendors, distributors and channel partners work together to take technology solutions to market.

Cloud Product Lead / Product & Brand Management Roles at First Distribution (South Africa) (2018-09 – Present)

Oversee a portfolio of 6 cloud and technology vendors across Sub-Saharan Africa, supporting a 100+ reseller partner ecosystem and aligning vendor strategy, partner enablement and commercial growth.

• Drive cloud adoption through a broad reseller network, enabling partners to expand recurring revenue opportunities and accelerate customer cloud transformation initiatives.
• Manage Microsoft CSP and SPLA programmes, ensuring licensing compliance, operational excellence and optimisation of recurring revenue streams.
• Deliver executive-level commercial reporting, forecasting and performance analysis to support strategic planning, vendor engagement and business growth initiatives.
• Develop and execute go-to-market strategies that increase partner participation, strengthen vendor visibility and improve programme adoption.
• Design and facilitate partner enablement workshops, sales training and technical awareness programmes to improve partner capability and market readiness.
• Build and maintain strategic relationships with vendors, partners and internal stakeholders, ensuring alignment between commercial objectives and market execution.
• Support complex deal structuring, pricing strategy and partner engagement activities, helping maximise commercial opportunities and long-term customer value.
• Collaborate cross-functionally with sales, technical and operations teams to improve partner experience, streamline programme execution and support business growth.
• Act as a trusted advisor to partners on cloud licensing, subscription models and vendor programme optimisation.
• Provided commercial leadership and direction to an indirect team of 12 account managers, supporting pipeline development, opportunity positioning, partner engagement and sales execution.
• Won the Veeam Aggregator of the Year Award for 2019 to 2023 and then again in 2026 for the years before that.
• Over 80% success rate on hitting my targets for both Total Sales, GP and Quarterly rebates for both VMware, Omnissa and Veeam.
• Hosted in-person events in Victoria Island Lagos Nigeria, Nairobi Kenya, Johannesburg, Durban and Cape Town.

Technical Specialist at XContent Business Solutions (Pty) Ltd) (2018-03 – 2018-08)

• Supported pre-sales and solution design activities for Azure cloud opportunities, translating customer requirements into commercially viable cloud solutions.
• Conducted technical workshops, demonstrations and customer presentations that strengthened solution positioning and accelerated sales cycles.
• Assisted with successful cloud solution deployments, ensuring smooth customer onboarding and adoption.
• Provided post-deployment consulting and technical support, helping customers maximise value from Azure-based environments.
• Worked closely with sales and technical teams to improve solution alignment, customer satisfaction and project delivery outcomes.

Sales Consultant at Khusela Solutions (Pty) Ltd (2017-10 – 2018-02)

• Managed existing client relationships while identifying and developing new business opportunities across solution and services offerings.
• Engaged with customers to understand business challenges and recommend appropriate technology solutions.
• Contributed to pipeline development through prospecting, relationship building and account growth activities.
• Supported marketing initiatives and customer engagement programmes that increased market awareness and lead generation.
• Overhauled company website and built a social media presence on Facebook to highlight wins, successes and promotions running at that time.

Microsoft Business Development Manager at Axiz (Pty) Ltd (2016-02 – 2017-08)

Drove Microsoft business development activities across the Western Cape region, expanding partner engagement and increasing market visibility.

• Built and strengthened relationships with reseller partners, supporting growth in Microsoft licensing and cloud solution adoption.
• Delivered partner enablement programmes, training sessions and workshops that improved partner knowledge and sales effectiveness.
• Collaborated with end customers and channel partners to identify business opportunities and accelerate Microsoft solution adoption.
• Planned and executed regional events, campaigns and partner initiatives that increased vendor awareness and strengthened market presence.

Content Creation & Performance – IMM Graduate School (2023 – 2023)

AWS Cloud Essentials for Business Leaders – Amazon Web Services (AWS) (2022 – 2022)

Digital Media and the Marketing Mix – IMM Graduate School (2020 – 2020)

Sales Representative/Account Management Degree – ConnectWise (2018 – 2018)

Engineer/Technician Degree – ConnectWise (2018 – 2018)

Higher Certificate in Managing Customer Services – Damelin (2002 – 2002)

Diploma in Marketing Management – Rapid Results College (1994 – 1994)