Creative Realities has debuted a new channel sales program to complement the company’s direct enterprise sales efforts. It also has formed a new channel sales group and hired industry veteran Dave Petricig to lead the team as its director of channel sales.

“The company is now positioned, via best-in-class software products and capabilities, to continue our growth trajectory, by focusing on delivering solutions through a reseller channel. We have demonstrated terrific organic growth through our direct sales efforts and the establishment of a channel sales program will complement that growth by expediting a new path to market for SaaS-based revenue,” said Rick Mills, CEO of Creative Realities.

He continued: “Bringing onboard a seasoned veteran, such as Dave Petricig, will expedite market penetration and deliver immediate value to our channel partners. We believe our purpose-built digital signage software CMS platforms, ReflectView, and Clarity, as well as our AdLogic platform for advertising monetization, are extremely well positioned with desirable SaaS models to resell. We are committed to ensuring our end-to-end offering is available, user-ready, and supportable for all partners and customers in our space, with an exceptional end-user experience at a remarkably competitive price point.”

Petricig comes with 25+ years of experience in delivering channel sales growth for ProAV and CMS software in the digital signage space. He was most recently at PingHD where he doubled channel sales growth year-on-year during his four-year term, according to the company.

“I am committed to cultivating new relationships first and foremost and this is best done with a focus for understanding the software products and demonstrating their capabilities for the benefit of the customer,” said Petricig. “Because I’ve been at this for two-plus decades, I’m able to bring insights to Creative Realities from channel partners to help inform pipeline development and differentiate us from competitors.”

Petricig started with the company in mid-August and has DSEG, DSCE, DSDE, DCME, and DSSP credentials.