Interview: Nick Pe?a Idera Inc. with David Millington

Interviewer: Thank you for joining us today, Nick. We're excited to have you as our first interviewee for the newsletter. To start off, could you tell us a bit about your role as the Embarcadero Channel Manager for DACH (Germany, Austria & Switzerland) and Visual Assist Senior Sales Manager for DACH, EMEA (Europe, Middle East & Africa) UKI?(United Kingdom & Ireland)?

Nick Pe?a: Absolutely and thank you for having me. In my role as Embarcadero's Channel Manager for DACH (Germany, Austria, and Switzerland), I'm responsible for managing and nurturing relationships with our channel partners in these regions. This involves working closely with our partners to ensure they have the resources, support, and information they need to effectively promote and sell Embarcadero's products and solutions. As the Visual Assist Senior Sales Manager for DACH, EMEA & UKI, my focus shifts towards direct sales. I work closely with customers in these regions to understand their needs, provide solutions, and ensure they're getting the most value from our products, particularly Visual Assist. Visual Assist is a tool designed to enhance software development productivity, so my role involves helping our customers streamline their development processes and achieve their goals.

Interviewer: It sounds like you have a multifaceted role that involves both partner relationships and direct sales. Could you share some insights into how you manage to balance these responsibilities effectively?

Nick Pe?a: Balancing these responsibilities does require strategic?thinking and when working with channel partners communication is key. I make sure to provide them with the necessary training, materials, and information about our products, so they can effectively promote and sell to their customers. I also maintain regular communication to address any questions or concerns they might have. On the direct sales side, understanding the unique needs of each customer is crucial. I take the time to listen and learn about their challenges and goals. Building strong relationships with customers helps create trust and fosters long-term partnerships. Ultimately, it's about being adaptable and flexible in my approach, while always keeping the customer's needs at the forefront.

See My LinkedIn Article THE RIGHT MIX IN INTL. SALES

Interviewer: You have set up a significant number of customer calls for Visual Assist recently. Could you elaborate on how these customer calls contribute to your overall strategy and customer engagement?

Nick Pe?a: Customer calls play a pivotal role in our strategy. These calls provide an opportunity to directly engage with our customers, understand their pain points, and showcase how our?solutions can address their challenges. It's a chance to provide personalized demonstrations, answer questions, and offer insights into how our products can enhance their development workflow. By proactively setting up these calls, we demonstrate our commitment to customer success. We're not just selling a product; we're providing a solution that can make a real difference in their daily work. These interactions also give us valuable feedback that we can use to continuously improve our products and services.

Interviewer: It's clear that customer engagement is a cornerstone of your approach. Moving on to a broader perspective, how do you see the software development landscape evolving in the DACH, EMEA, and UKI regions?

Nick Pe?a: The software development landscape in these regions is organic, constantly evolving, driven by technological advancements and changing market demands. One prominent trend is the increasing emphasis on cloud computing and SaaS (Software as a Service) solutions. Many companies are transitioning their applications and services to the cloud to achieve greater scalability, flexibility, and cost-effectiveness. Development teams are adopting tools and processes that enable them to release software more frequently, reliably, and efficiently. This aligns with the need for quicker innovation and rapid response to market changes. In terms of software development languages and frameworks, there's ongoing diversification and experimentation. Developers are exploring a wide range of technologies to find the best fit for their projects. Lastly, data privacy and security continue to be paramount. Organizations are prioritizing secure development practices and incorporating privacy measures into their software from the outset.

Interviewer: Thank you for sharing those insights. Given your extensive experience, what advice would you offer to individuals looking to excel in the software development and sales domains, especially in the DACH, EMEA, and UKI regions?

Nick Pe?a: Certainly. In both software development and sales, a cultural understanding is essential. The technology landscape is dynamic, and staying up to date with the latest trends, tools, and methodologies is crucial. Effective communication is a key factor. The ability to explain ideas clearly to both technical and non-technical stakeholders is invaluable. In sales, building strong relationships with customers is built on effective communication, understanding regional culture and needs. Lastly, embrace a customer-centric mindset. Whether you're a developer creating software or a sales professional offering solution, always keep the end-user in mind. Strive to provide value, solve problems, and exceed expectations.

Interviewer: Who are you, how did you come to Idera and how can?we stay relevant?

Nick Pe?a: I am a dynamic individual with a rich background that spans continents, cultures and industries. Originally from Bogota Colombia growing up in the vibrant neighborhoods of the Bronx and Queens in NYC, I embarked on my professional journey as a cold caller then Stockbroker at Stratton Oakmont LLC, a name that might ring a bell for fans of "Wolf of Wall Street." movie. Guided by the exhilaration of stockbroking and fueled by my innate passion for effective communication, I honed my skills in pitching and public speaking. My time at Stratton Oakmont instilled in me a profound dedication to my craft. My career narrative is etched with the indelible ink of failure, serving as the cornerstone of my self-education. The entrepreneurial spirit always burned within me, fueling my unyielding commitment to hard work and perseverance. I've discovered that the energy invested directly correlates with the rewards reaped—a principle that guides my every endeavor.

Venturing beyond borders, I encountered love on my journey, meeting my Austrian-Polish wife in Colombia. This romantic chapter led us to Austria in 2002, where we planted roots and nurtured a family of four. Despite the passage of time, my zest for life remains unwavering. I?play in a local Baseball team known as the "Danube Titans" and coach?Basketball.?I've also conquered snowy slopes through my love for snowboarding. Further showcasing my multifaceted nature, I'm deeply in love?with music engineering which correlates with my interest in programming and technology.?

Beyond personal pursuits, I embrace the role of a personal coach, to both children?and adults. My journey has intersected with UNESCO resulting in multiple projects since 2003. The year 2015 marked a pivotal juncture when I held the position of Channel Manager for the Nordics, UK/Ireland regions at GFI Software. I cultivated valuable relationships with global partners, engaging with CEOs, CFOs and CIOs. Always on the vendor side I was curious what it’d be like to be on the side of a company who made the tools that were used to make these security products. My journey then brought me to Idera Inc.

A profound insight gleaned from my journey is the intense disparity in marketing and business practices across diverse regions. I've observed misguided marketing investments by North American companies and understand the correct approach for regions like Nordics and DACH in Europe, which differ from the UK, France, Italy, Poland, etc. Similar differences Mexicano and South America in how they engage with content. This insight drives my commitment to sales and partnerships, making me "The Bridge." I emphasize on a customized and organic brand strategy.

In my tenure with Embarcadero, I've realized the company is the world's architectural backbone, the spinal cord of countless enterprise applications for the last 20+ years. While there exist several?development tools, we have a unique and remarkable opportunity to empower customers, enabling them to embrace automation and propel themselves into the modern era. The ethos of simplicity is paramount; the tools we create must seamlessly facilitate productivity and deployment. We as a company should understand we need to take it there: acquiring great tools for productivity and modern development, they need to be easy to deploy and use.?My vision for the brand is one of readiness dubbed "Execute As a Service" with just one click cutting out all the fat and streamlining to the fullest. As technology advances, the cloud becomes the canvas upon which innovation is painted on, accessible anywhere and anytime. To maximize profit within a budget after streamlining operations, it's essential to guide the board towards strategic investments. Emphasize the significance of allocating resources to Research and Development (R&D) and marketing efforts that drive sales. Acquiring skilled salespeople is crucial. Furthermore, encourage the board to adopt a long-term perspective, focusing on sustained growth rather than immediate gains. This approach will enable the organization to thrive and achieve its financial goals effectively.

Interesting fact about Nick Pena

His personal brand is Livin2win, that’s what many call him and it is his DJ name. His vast taste for Art, Music and Lifestyle is second to none. He's been calling himself this since he was a kid. Everyone who?grinds with grit is "LIVIN2WIN. You can listen to his Dj sets on?Soundcloud (www.soundcloud.com/livin2win)?get an overview?of who's Livin2win on?Instagram?(www.instagram.com/nick_pena_aka_livin2win) and?Facebook (www.facebook.com/livin2win),?and of course there’s my professional profile here on?LinkedIn.?

In summary, Nick is an individual shaped by diverse experiences and unrelenting determination. His journey is a tapestry woven with threads of failure, triumph, and continuous growth, ultimately guided by the principle of "Livin2win."

Interviewer: Thank you, Nick, for sharing your valuable insights and experiences with us. It's been a pleasure having you as our first interviewee. We look forward to seeing the continued impact of your work in the DACH, EMEA, and UKI regions.?

Nick: Thank you David Millington