Outsourced NOC-turned-IaaS company NetEnrich has introduced Jennifer Anaya as its new vice president of corporate marketing, part of a larger push towards driving a business message rather than a technology message.

That message switch was one of the key priorities when Justin Crotty left his role heading up Ingram Micro’s cloud and services efforts last June to join NetEnrich as general manager. Since then, NetEnrich has refined its message to talk about how it helps partners add managed services to their mix, and to do so at a much greater scale than is possible in building managed services out alone.

“We’ve gone from a pure-play technology company to a pure-play services deliver company,” Crotty said. “We’re still very technically oriented, but we have built out a channel strategy and a complete strategy to go to market through partners in North America.”

A big part of Anaya’s new role will be in developing that message even further, and building the kinds of marketing supports its partners need. Anaya will also handle the company’s partner program, general marketing communications and branding.

Anaya is no stranger to NetEnrich, having worked with the company for about a year now, starting out offering some support on public relations and communications, and then expanding her role into more marketing at the beginning of 2011.

She said she sees NetEnrich in a unique position in the market because of its abilities to help VARs and MSPs “take their business to the next level,” especially around managing storage, virtual machines and the private cloud.

“These are new areas of growth for the industry, and not a lot VARs are able to scale to the level they need to in order to wrap managed services around those solutions,” she said. “We can help them manage that in a much more efficient and economical way, to move them up the value chain or scale them up.”

Crotty said the company has also shifted its approach to recruiting a channel quipping that previously, its channel strategy amounted to “Let’s go out and sign up 5,000 VARs.”

Today, the company is taking a more strategic approach, looking for partners who “the right commitment and the right DNA” for the managed services world in which NetEnrich plays.

“Just having a large number of partners doesn’t make it valuable to NetEnrich,” Crotty said. “We want to find partners who value what we bring to the table in a strategic way.”