DisplayNote, the Belfast, Northern Ireland-based, software provider for shared meeting and learning spaces, announced that it has appointed Ian Sinnamon as head of sales as it enters its next phase of growth.
Key Things to Know
- New sales leader: Ian Sinnamon joins DisplayNote as head of sales with more than 20 years of commercial leadership experience.
- Outside perspective: Sinnamon comes from the enterprise software sector, where he led sales teams and go-to-market programs globally.
- Direct and partner channels: He’ll lead DisplayNote’s sales function across both its direct and partner channels.
- Enterprise and education focus: The hire supports growth of DisplayNote’s experience layer software in both markets.
- “Friction to flow”: DisplayNote’s stated goal is to make shared spaces simpler, more consistent and easier to manage.
Who Is Ian Sinnamon?
Ian Sinnamon is an enterprise software sales leader with more than 20 years of commercial leadership experience. He has led sales teams and go-to-market programs globally.
His background centers on selling software into complex organizations, developing strategic accounts and building scalable, predictable sales operations. The DisplayNote role is his first in the AV and collaboration technology industry.
What Will Sinnamon Do at DisplayNote?
Sinnamon will lead DisplayNote’s sales function across its direct and partner channels. His job is to grow adoption of the company’s experience layer software in enterprise and education markets.
His priorities include strengthening relationships with customers and partners and developing the sales team. He’ll also work closely with marketing, customer success and product as DisplayNote expands its commercial activity.
What Does DisplayNote’s Experience Layer Software Do?
DisplayNote’s experience layer software sits between people and the hardware in meeting rooms and classrooms. The goal is a more consistent experience for users and greater control for IT teams across their estates.
The company describes that goal as moving organizations “from friction to flow” in shared spaces. In practical terms, it means rooms that work the same way every time, regardless of the hardware behind them.
Why Did DisplayNote Hire From Outside the AV Industry?
DisplayNote hired from outside AV because the company sees AV becoming part of a broader software and IT conversation. CEO Ed Morgan points to estate-wide standardization as the change driving that decision.
“Ian is coming into our industry with a different set of experiences, and we see that as a real strength,” Morgan says. “AV is increasingly part of a wider conversation around software, user experience, IT management and standardization, particularly as organizations think about technology across entire estates rather than individual rooms.”
Morgan ties Sinnamon’s value to how enterprises buy and how sales channels work together. “Our ambition at DisplayNote is to help organizations move from friction to flow in their shared spaces,” he says. “Ian brings considerable experience of how enterprise organizations buy software, how strong commercial teams are built and how direct and partner-led sales can work together. Combining that perspective with the AV expertise already within DisplayNote will be important as we take that proposition to more customers and partners.”
How Does Sinnamon View the AV Industry?
Sinnamon sees AV’s challenges as familiar ones from his software career. IT teams in every sector want technology they can deploy consistently and manage effectively.
“What interested me about DisplayNote, and the wider AV industry, is how closely many of the challenges resemble those I have seen in other organizations,” Sinnamon says. “Everyone in IT wants technology that can be deployed consistently, managed effectively and, ultimately, make things easier for the people using it.”
He’s candid about what he still needs to learn and what he brings. “The idea of moving from friction to flow really captures that opportunity,” Sinnamon says. “I’m coming into the industry with plenty to learn, but also with experience that I believe translates well. DisplayNote already has strong technology, established industry knowledge and important partner relationships. My role is to build on those foundations and help create a commercial approach that supports the next stage of the company’s growth.”
The hire strengthens DisplayNote’s senior commercial leadership as the company continues to develop its direct enterprise and partner-led activity globally.
