Pia, the AI-driven automation platform for MSPs, just launched a strategic reorganization aimed at accelerating its next phase of growth — and reshaping the way partners engage with the company. The changes include a consolidated go-to-market (GTM) division, a redefined approach to partner success, and key leadership appointments. All these signal a stronger push into the MSP channel.
Pia’s newly appointed chief revenue officer, Nic Ferraro, described the move as the culmination of years of momentum and market feedback.
“Having been with Pia since Day 1, I’ve had the unique opportunity to watch our evolution and growth trajectory,” said Ferraro, who previously served as chief strategy officer. “As we’ve scaled, it became clear that aligning all our go-to-market functions would allow us to better capitalize on the opportunities we’re seeing and serve our partners more effectively.”
Tearing Down Silos, Building a Flywheel
Pia’s rooted its restructuring and new GTM strategy in a desire to unify departments that. While effective, these divisions previously weren’t always working in lockstep.
“We had all these talented teams — sales, marketing, partner success, and so on. But they weren’t always moving in the same direction,” Ferraro explained. “We realized that by removing silos, we could break down the barriers and reduce friction.”
The new GTM structure places marketing in a demand generation role, separates sales development into its own focused unit, and allows account executives to build deeper relationships with partners, unconstrained by territory lines. In addition, Pia created a strategic accounts team — led by Executive Vice President of Strategic Accounts James Allen, previously senior sales director — that now supports larger MSPs managing between 10,000 and 100,000 endpoints.
Nic Ferraro
Ferraro called the changes “a flywheel effect,” where each business generates momentum “until growth becomes not just possible, but inevitable.”
A Partner-first Approach to Go-to-Market Strategy
One of the most notable changes involves Pia’s Partner Success team. This team is now under the GTM division as a revenue-generating function.
“Now they’re directly connected to our revenue goals, which creates a healthy tension between growth and taking care of existing partners,” Ferraro said. “I’ve seen companies lose that connection to their partners as they scale. I’m determined not to let that happen here.”
This helps tie partner success directly to implementation and retention metrics. Through this, Pia aims to provide a more consistent and valuable experience throughout the MSP journey.
The company has also built out a dedicated technical sales team to boost its capacity for demos. This is an important tool to showcase Pia’s AI-powered help desk automation platform.
Still All In on AI
While the structure around it is evolving, Pia’s mission remains unchanged: transform the help desk experience through automation. Its platform leverages AI, machine learning, and natural language processing. With these, it can tackle the high volume of routine service tickets that consume technician time.
That mission is even more relevant for large MSPs, Ferraro noted, where ticket volume scales rapidly with customer growth. “We’re giving special attention to the unique challenges faced by larger MSPs managing 10,000 to 100,000-plus endpoints,” he said.
Why MSPs Should Pay Attention
For partners who haven’t yet worked with Pia, Ferraro believes now is the ideal time to engage.
“With our teams now aligned under one vision, new partners will get a more consistent experience from first contact through implementation and beyond,” he said. “Our platform is designed to handle those routine tickets that consume so much time and resources, allowing your team to focus on more complex issues requiring human expertise.”
Balancing Growth With Loyalty
Ferraro summed up Pia’s GTM structure and overall plan simply: “Growing the top line while keeping our partners happy. We need both.”
“All the structural changes we’ve made are aimed at accelerating our growth trajectory, but not at the expense of our partner relationships,” he added. “We didn’t rush into these changes—we took our time to get it right, and now we’re all in on making it work.”
Images: iStock, Pia
