Aaron Shoffa

Pioneer
DISC Type : DSI

Chief Channel Officer at SingleStore

Burlingame, California, United States

Overview

Aaron is a transformational sales executive specializing in global sales leadership and channel strategy within the cloud database and infrastructure analytics sector. He excels at building high-performing teams to drive market expansion and revenue growth. Described as strategic and focused, he holds a BA in History from the University of Arizona.


Unique Fact: He built SingleStores indirect sales channel and global team from the ground up, creating four distinct segments to drive growth.

Personality Overview

Driven But Considerate

Dynamic But Sincere

Decisive But Friendly

They have the unique ability to win both love and respect from their team (or outsiders)  They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed If they are convinced, they can become very strong champions for your product

Topics They Care About

Global Channel Strategy
As Chief Channel Officer, he built and leads the global channel, OEM, and cloud marketplace strategies for SingleStore, significantly growing the partner ecosystem.
Strategic Partnerships
Recently highlighted collaborations with IBM and Bahwan CyberTek, emphasizing the importance of strong partnerships to drive market opportunities and mutual success.
Revenue Growth
His career focuses on accelerating market expansion and exceeding quotas through direct sales, channel development, and building high-performing teams to drive business results.

Media Appearances

Aaron has no verified media appearances

Work History

1-2025
Chief Channel Officer at SingleStore
12-2022 - 1-2025
Senior Vice President of Direct Sales – Americas | Cloud Marketplace, OEM, & Channel Strategy at SingleStore
10-2019 - 12-2022
Global Vice President Cloud Marketplace, OEM, Channel Sales at SingleStore
2-2018 - 9-2019
Global Vice President of Sales – Healthcare & Life Sciences (HLS) at Conga
Global Vice President Channel Sales at TIBCO Software Inc.

Education

BA- History from University of Arizona

More Information

Social Presence :

Prographics :

Exp : 9 Location : Burlingame, California, United States Job Level : Leadership Designation : Chief Channel Officer at SingleStore
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Insights For Selling To Aaron

During A Call Or A Meeting

DO's

  • During followups, use calls or text if needed, they should be fine
  • Build a trustworthy relationship while keeping the product center-stage
  • Use phrases like ‘your decision will’, ‘you will impact’ etc.

DONT's

  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don't lean very heavily into providing too much information, sharing whitepapers etc.
  • Don’t hesitate from asking questions or pushing them, but take a formal approach

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Aaron is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Aaron

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Aaron move?

  • They are generally fast movers and can take quick decisions
  • Can Aaron take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Aaron

Personality Compatibility


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