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Tobias Schneider, Sales Director at Palo Alto Networks Germany, reflecting on five years of leadership and GTM innovation.

Tobias Schneider

Director, Sales

EMEA | Blog | Innovation & Impact

Tuesday, March 3, 2026

From SASE Specialist to Sales Director: 5 Years of GTM Innovation in Germany

The Beginning: Establishing the SASE Business


This coming April marks my five-year anniversary at Palo Alto Networks. Reflecting on this time, I see a clear progression through different phases of our organization's development in the German market.


I joined Palo Alto Networks from a competitor in the SASE space, motivated by the technology's market potential. My role began as a Sales

Leader for our SASE Specialists. This period was defined by scaling a rapidly growing business segment. I initially led the team for Germany, before expanding my responsibility to Central EMEA, covering Germany, the Alps, and Eastern Europe. A key factor during this phase was the close alignment between Sales and Systems Engineering. I worked extensively with Peter Leimgruber, my PreSales counterpart. Our collaboration in strategizing and building the SASE engine for the region highlighted the importance of the synergy between our technical and sales teams.


The Transition: Moving to Core Sales


Following the successful scaling of the specialist organization, I transitioned into the core sales organization to lead one team within the MidMarket segment. At that time, we had merged MidMarket and Commercial into a unified sales segment. This year was pivotal for understanding the broader dynamics of our core business beyond a single technology stack. It laid the foundation for the next major strategic evolution of our segment.


The Strategic Shift: Defining a New GTM


About 1.5 years ago, I assumed overall responsibility for the entire "Mittelstand" business. At this juncture, we identified the need for a more specialized approach to maximize growth. I spearheaded the strategic initiative to split the MidMarket business into two distinct Go-to-Market motions: Regional Greenfield (dedicated to new customer acquisition) and Regional Engaged (focused on customer development). Launching this new GTM strategy was a significant undertaking, but it successfully aligned our resources with our growth objectives, creating a clear focus for "hunting" and "farming" activities.


The Present: Leading at Scale


Today, as Director Sales, I oversee this comprehensive ecosystem, comprising Regional Greenfield, Regional Engaged, and the Commercial business. In this role, I currently bear responsibility for 3 Leaders and 22 Account Managers. I am particularly proud of the diversity within these teams, spanning all dimensions—not just age or experience—which creates a powerful dynamic of mutual learning. Leading an organization of this size allows me to integrate my diverse experiences. Combining my background in SASE with the strategic structuring of our core sales teams helps me guide the organization to view the bigger picture. Our goal is to assist customers in reducing complexity through a unified platform strategy across all segments, working hand-in-hand with our strong partner ecosystem to scale our impact.


Leveraging AI in Sales


A significant focus of my current work is the internal application of innovation. At Palo Alto Networks, we integrate AI into our daily operations. I advocate for an "AI-First" approach within the sales organization. Whether using LLMs for account research or workflow optimization, I encourage my managers and teams to utilize these tools to increase efficiency. Observing the team adopt these technologies to gain competitive advantages is a key indicator of our progress.


Culture and Development


I remain with Palo Alto Networks due to the professional environment and the focus on development. Working alongside colleagues ranging from "RISE" leadership program participants to experienced managers provides a constant impetus for improvement. For those seeking a fast-paced environment with market-leading technology, this organization offers significant opportunities for professional growth. I am deeply grateful to my leaders who have consistently trusted me with more responsibility and supported my growth at every step of this journey.


Quick Fire Q&A

  • Advice for new joiners: The industry evolves quickly. Stay curious and utilize available tools, including AI, to accelerate your learning.
  • Favorite Company Value: Disruption. It drives continuous improvement.

What's next: Looking forward to the next 5 years of innovation and growth!

Join Palo Alto Networks in Germany.

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