Google Cloud said today it’s making some big changes within its go-to-market organization, just weeks after it elevated Adaire Fox-Martin into a newly created role that made her the top sales executive for the cloud infrastructure business.

The changes at Alphabet Inc.’s cloud unit include a raft of new executive hires and the rebranding of Google Cloud’s consultancy services division, all aimed at improving the efficiency of its sales operations.

In an internal announcement exclusively provided to SiliconANGLE, Google Cloud revealed that Tara Brady is joining the company as its new head of go-to-market in Europe, the Middle East and Africa. Brady, whose role will see him represent the voice of customers and partners across EMEA, joins the company from Microsoft Corp., where he led the company’s worldwide sales and strategic partnerships organization.

Another new name is Bob Frati, who will join the company at the end of April to lead the global Google Workspace specialist sales team that’s distinct from Google Cloud’s infrastructure business. Frati is a significant hire, having most recently served as chief sales and success officer at Salesforce Inc.’s Slack. Workspace go-to-market teams will be centralized under him, Google said, helping to unite its regional and global specialists. Frati in turn will report to Phil Davis, who joined six months ago from Amazon Web Services Inc. Davis will lead Google Cloud go-to-market specialist sales.

Yet another significant change sees Lee Moore, who previously led Google Cloud’s Cloud Customer Experience unit, take charge of an expanded and rebranded Google Cloud Consulting organization. It’s a new, umbrella organization that brings together CCE with Cloud Learning Services and a new Global Services Delivery team that combines the old Global Delivery Center and part of the Center of Excellence teams. The organization will operate in what Google says is a hybrid global/regional model to provide a “comprehensive global services portfolio to our customers while empowering the services teams in the regions to focus on their customers.”

Under Moore, Google Cloud Consulting will continue to provide consultancy services in partnership with the company’s partner ecosystem, helping to create more value for customers. Moore has had more than a year to find his feet at Google Cloud, after having spent more than 30 years with Accenture.

Those aren’t the only changes in the go-to-market team. The others include:

• Tom DeFeo, who led North America Customer Engineering most recently in his three years at Google Cloud, will now lead an expanded go-t0-market solutions organization that brings together all of its solution architects, solution management, portfolio lifecycle management and more, with an aim to deliver repeatable solutions to customers across regions.
• Carrie Tharp, who was vice president of retail at Google Cloud, will now lead the GTM Strategic Industries organization, which includes industry market leads across financial services, healthcare, manufacturing, supply chain, sustainability and other areas.
• 10-year Google Cloud veteran Umesh Vemuri, who was vice president of Global Strategic Industries and Customers, will now lead a new GTM Strategic Pursuits team, which will identify and develop future business opportunities and turn them into scalable programs.
• Matt Renner, who has been a leader at Microsoft, Oracle Corp. and Salesforce, will join Google Cloud as GTM chief operating officer to develop Google Cloud’s long-term go-to-market strategy.
• Greta Krupetsky will lead the Strategy and Operations team on an interim basis.

Meanwhile, regional leads, including Karan Bajwa, Tomo Hirate and Eduardo Lopez, will continue in their roles.

“As Google Cloud grows, we frequently evaluate the right organizational structure to serve our customers and partners,” a company spokesperson said in a statement. “The changes announced today will ensure we have the right people and systems in place to meet our customers and partners now and into the future.”

The reshuffle suggests Fox-Martin is determined to make her mark on Google Cloud’s sales operations. She was promoted to her new position as president of Google Cloud Go-to-Market Organization in January. At the time, Google Cloud stressed that her job is an entirely new role, though analysts saw her as a replacement for former Google Cloud President Robert Enslin, who left the company in May to become co-chief executive of UiPath Inc.

Analysts said Fox-Martin was likely tasked with making Google Cloud’s sales organization more efficient and competitive at a critical juncture for the company, when growth in the cloud infrastructure and services industry is slowing as enterprises look to optimize their technology expenditures. The slowing economy has also affected Google LLC’s ad business, increasing the pressure on the cloud unit to start showing a profit to compensate.

Holger Mueller of Constellation Research Inc. said though Google has long struggled to find the right go-to-market approach for Google Cloud, it may have found the solution in Fox-Martin. “She has deep experience in go-to-market with almost 14 years at SAP and more than 18 at Oracle,” he said. “She knows enterprise demands well, and that can only benefit Google, which faces challenges around coverage, relevance and access. She is opting for a more global modus operandi, with Moore and Frati both leading newly formed global teams.”

Mueller said the appointment of Frati was a smart one, since he should help the company to gain more relevance in the future of work space and challenge Microsoft’s dominance there. Given the wide portfolio of offerings within Google Cloud, Mueller said, the company was wise to hire Brady from Microsoft too, since it has a more extensive list of offerings.

“The Google Cloud go-to-market team is becoming a little more service-centric and a little more Accenture-heavy,” Mueller added. “It will be key to reassure the other large system integrators that Google Cloud is still open to doing business with all of them.”

Image: Google