Individuals who have experience in sales growth and development have long been valued commodities in our industry. When their background is a. extensive and b. industry related, it makes the demand for their services that much greater. But the ability to pounce on an available candidate hinges on a number of variables, from compensation to the company’s base of operations, if not a remote opportunity. Timing is everything.
Chicago’s own Green Office Partner hit the jackpot last month when it obtained the services of Aaron Smith as chief revenue and growth officer. Smith is well-traveled, having plied his craft with industry consolidators Visual Edge IT and UBEO Business Services, in addition to a stint with Xerox (he even once owned an IT VAR).
In the latest segment of Two-Minute Drill, we caught up with Smith to discuss his foray into an independent dealership and how that megadealer experience will give him an edge in helping the Windy City dealer augment its sales strategy.
Talk about the perspective you gleaned from your past experiences and how it translates into the Green Office Partner position.
Smith: Having owned an IT VAR early in my career and later worked with consolidators like Visual Edge IT and UBEO, I’ve seen the industry from both ends of the spectrum. As an owner-operator, I learned the value of local relationships, agility, and a strong service-first culture. At Visual Edge IT and UBEO—both built by acquiring strong independent dealers like Green Office Partner—I gained insight into how scale, capital and standardized processes can drive growth, while also seeing the risks of losing what made those local businesses successful in the first place. That perspective translates directly to Green Office Partner. I understand what it takes to scale, but also what’s worth protecting. My focus is on applying the best parts of the consolidator model while preserving the culture, customer intimacy and accountability that differentiate great local dealers.
What did you find most compelling about the Green Office Partner opportunity? Will your approach to growth be markedly different from what it was at UBEO or Visual Edge IT?
Smith: What drew me to Green Office Partner is the opportunity to help create something lasting and meaningful, not just bigger. This is a company with strong culture, deep customer trust and a clear market identity—the exact qualities many large consolidators try to engineer after rapid acquisition. Here, they already exist. My focus at Green Office Partner will be on expanding capabilities, developing people, and deepening customer relationships within the markets that we already serve. Growth will come from being easier to do business with, more consultative, and more essential to our customers, not from buying revenue.
Having spent considerable time with a major manufacturer like Xerox also gives you insights into one of Green Office Partner’s major lines. How can you leverage that experience to your advantage?
Smith: My time at Xerox gave me a clear understanding of how major manufacturers think—what they value in their channel partners and what drives long-term investment. I understand how decisions are made at the manufacturer level and what differentiates dealers who earn investment, support and long-term commitment.
What are some of your immediate goals and how do you build upon what Green Office Partner has been able to accomplish?
Smith: My immediate goals are to listen, learn and build trust, both internally with the team and externally with customers and partners. Green Office Partner has already built a strong foundation, so the priority is understanding what’s working and making sure we protect and reinforce it. From there, the focus is on execution and momentum while sharpening our go-to-market strategy, improving consistency across operations and customer experience, and investing in our people and capabilities to support organic growth. The goal isn’t to reinvent Green Office Partner, but to build upon what’s already been accomplished—scaling the business thoughtfully while strengthening culture, brand and customer relationships that got us here.
