MSP, Enterprise, Content, Security Staff Acquisition & Development

Cisco Managed Services: VP, GM Ruba Borno’s New Role

Credit: Cisco Systems

Cisco Systems has named Ruba Borno as VP and GM, Cisco Managed Services, the networking giant has confirmed to ChannelE2E. Borno previously was VP, growth initiatives & chief of staff to CEO Chuck Robbins.

Cisco Managed Services VP Ruba Borno
Cisco Managed Services VP Ruba Borno

Borno's new role surfaced in a memo from Robbins to his leadership team. The memo outlined multiple executive changes and new roles for various leaders, according to Silicon Valley Business Journal. In the memo, Robbins said Ruba will now "help our customers transform their businesses and manage their technology transitions with easily adoptable next-generation solutions."

Translation: Borno will play a key role as Cisco attempts to transition customers from traditional product purchases toward OpEx and recurring revenue engagements. Her roll appears to be enterprise-centric.

Cisco SMB Strategy and MSPs, ConnectWise

Wendy Bahr,
Google Cloud’s Nirav Sheth

In contrast, Cisco VP Nirav Sheth has been focused on SMB-centric MSP engagements. That effort involves a growing relationship between Cisco and ConnectWise. And just last week, Cisco announced a Meraki Go networking push in the SMB sector.

Sheth is potential a candidate for Cisco's worldwide channel chief post -- which will open when Wendy Bahr formally retires within the next few weeks or months, likely ahead of Cisco Partner Summit 2018 in November.

Joe Panettieri

Joe Panettieri is co-founder & editorial director of MSSP Alert and ChannelE2E, the two leading news & analysis sites for managed service providers in the cybersecurity market.