Sandler Partners Boosts Pacific Northwest Reach with New Channel Director

New regional lead arrives to expand channel relationships

Sandler Partners has named Eric Dagg as its channel director for the Pacific Northwest, a move designed to deepen the company’s ties with local technology resellers and service providers. The appointment signals a push to grow partner sales and support across Washington, Oregon and Idaho. Company leaders framed the hire as a practical step to make it easier for channel partners in the region to get product expertise, sales support and training.

Dagg joins from a regional firm where he led partner programs and built local teams. He will be based in the region and work directly with solution providers to tailor Sandler Partners’ offerings to local customer needs.

Experience building channel sales and partner programs

Dagg brings more than a decade of experience working with managed service providers and resellers. He previously led channel development for a regional technology distributor, where he ran partner onboarding, training and incentive programs. Colleagues say he has a hands-on style: he shows up to partner sites, helps map services to customer needs, and coaches sales teams on how to position cloud and managed services.

That mix of field work and program building appealed to Sandler Partners as it looks to scale repeatable offers for partners. He also led partner-facing events and certification tracks that helped partners sell more managed cloud services. In previous roles he worked with vendors across security, networking and cloud, giving him a broad view of what regional partners need to grow. Industry contacts describe him as pragmatic and focused on execution.

Day-to-day: building local relationships and support

In his new role Dagg will manage partner recruitment, training and technical enablement across the Pacific Northwest. He will split his time between meetings with resellers, in-person training sessions and coordinating regional marketing support. A focus will be lifting smaller partners — those with a few technicians and local customer bases — to sell managed services and cloud solutions more consistently.

He is expected to work closely with Sandler Partners’ national sales and engineering teams so local partners get access to broader resources when needed.

Why Sandler Partners is investing in regional muscle

Sandler Partners is known for a partner-first approach, and adding a regional director is a way to make that promise more tangible. Channel sales are often relationship-driven, and having someone on the ground can speed deals, improve technical fit and reduce friction for local customers. The company said it wants to standardize partner enablement while still letting regional teams adapt offers for local markets.

Regional hires also help with speed of service: local engineers can respond faster to on-site needs, and regional marketing can run events that match local customers’ priorities. For Sandler Partners, the move is a low-cost way to try to lift sales without building out expensive national field teams.

Leadership comments and partner reaction

Company spokespeople praised Dagg’s practical track record and said he will be a visible advocate for partners. Local resellers who spoke with Augury Times said they welcome more regional support and practical sales help, though some said the real test will be whether partners see faster response times and better co-selling. The general mood among smaller MSPs in the region is cautiously optimistic.

What partners should expect and how to connect

Sandler Partners says partners in the Pacific Northwest can expect regular in-person sessions, regional enablement tracks and shorter response times for technical escalations. Those relationships typically mean joint marketing funds, sales playbooks and access to vendor-certified engineers from the distributor. Dagg will be the local point of contact for partners looking to expand managed services or cloud practices, and the company plans to announce a calendar of regional events in the coming months.

Sources

• prnewswire.com