Jay Fry Leaves New Relic To Head HashiCorp Marketing

Jay Fry, HashiCorp Head of Marketing
Jay Fry, HashiCorp’s new head of marketing. (Source: Supplied)

Jay Fry, most recently SVP of Marketing at New Relic, has joined HashiCorp to head up its Marketing efforts as the company seeks to expand further into the enterprise cross-cloud management market.

Known for its open-source tools like Vagrant, Terraform, and Vault, HashiCorp is well known by DevOps practitioners and sees itself as focused on the pragmatic reality of large-scale enterprise customers.

“I like to jump in where there are big market changes happening,” Fry said. “HashiCorp is at the center of what’s going on right now. The excitement in the market right now is about products that are at the fulcrum of cloud adoption.”

HashiCorp targets the enterprise market, and the kind of cloud adoption Fry is seeing from these customers is one of multiple clouds, rather than going all in on one particular cloud provider. “If you’re a small company, you’re probably going to go all-in on one of the clouds, and you should because your life will be simpler,” he says. “For top-end enterprises, they can’t, just as a pragmatic reality.”

“It’s about the organizational realities of cloud adoption in large enterprises that are beyond the technology pieces.” says HashiCorp CEO David McJannet. For example, any kinds of merger and acquisition activity—common in even mid-sized enterprises—will likely introduce new technology stacks into the environment. Why force the newly acquired company to change cloud providers just because the parent happens to have chosen a different one in the past? It’s a complex exercise at the best of times, and the case for it being value-generating is a tricky one to make.

Instead, larger organizations are more-or-less forced into being multi-cloud (or even hybrid-cloud) for purely pragmatic business reasons, rather than any kind of technological ideology. “Jay’s focus is first and foremost about helping continue to build a community of successful practitioners,” says McJannet. “This is a product led company.”

Of course, there comes a point where the marketing rhetoric has to meet the cold reality of customers parting with their money to purchase your products. For a company that gives away a lot of its products for free, I was curious how HashiCorp managed to convince these large enterprise customers to part with their heard-earned cash.