FinancialForce Names Aaron Koenderman VP of Global Partner Strategy

Industry veteran will support revenue and growth objectives for Certinia and partner ecosystem

SAN FRANCISCO, March 30, 2021Certinia, the leading customer-centric ERP and #1 professional services automation (PSA) business suite, today announced the appointment of Aaron Koenderman as VP of Global Partner Strategy. Koenderman will define and execute channel partner strategy to grow revenue and fuel success for the channel ecosystem. Additionally, he will continue to support the strategy and growth across the Global System Integrators (GSI) & Global Professional Services portfolio within the Enterprise segment.

Aaron KoendermanKoenderman brings a broad array of relevant experience to his role after spending the bulk of his 15-year consulting career at Avanade, an Accenture-Microsoft joint venture. He worked across several roles within the Avanade business during his tenure including large-scale program delivery, client leadership, practice development, direct and channel enterprise sales, and P&L responsibility.  

“Aaron is a proven leader with a passion for customer and partner success, and we are thrilled to have him lead this critical area of our business,” said Tony Kender, Chief Revenue Officer at Certinia. “Since joining Certinia in 2020, Aaron has led targeted efforts to build our business across the GSI portfolio. His leadership and direct partnership with the field teams has contributed to meaningful engagement and pipeline development with many leading global organizations over the past 12 months.”

Most recently, Koenderman was Vice President of Growth at Connected, a software product development firm where he was responsible for developing client strategy, business growth and helping clients realize the business impact from building better products. “I’m excited to be part of Certinia’s exceptional team,” said Koenderman. “We have ambitious growth goals across all segments and I’m extremely bullish about the potential to scale our partner ecosystem, especially in the Enterprise given the maturity of our product, our sales motions with Salesforce, and the overall market demand for our offerings.”

Koenderman received an MBA from the Carlson School of Management at the University of Minnesota and a bachelor’s degree in Mechanical Engineering from Penn State University.

About Certinia

Certinia offers customer-centric business applications on the leading cloud platform from Salesforce. We accelerate business growth with the only modern ERP suite and the #1 professional services automation (PSA), enabling real-time insights and intelligent decision-making. See your customers in full color with Salesforce and Certinia. Founded in 2009 and headquartered in San Francisco, Certinia is backed by Advent International, Salesforce Ventures, and Technology Crossover Ventures. For more information, visit

*Most adopted PSA solution in SPI Research’s 2021 PS Maturity™ Benchmark;  most adopted PSA solution by Technology Services Industry Association in 2020; leader in IDC MarketScape for Worldwide SaaS and Cloud-Enabled Midmarket Finance and Accounting Applications, 2020; #1 Enterprise and Mid-Market PSA and leader in Accounting by G2.

Media Contacts
Kirtee Mehta
Global PR – Certinia
[email protected]

Dean Fisk
Finn Partners
[email protected]