It’s an effort that seems to have paid off: AVI-SPL said its services attach rate jumped from 12 percent in 2012 to 30 percent in 2013. What's more, AVI-SPL's overall services booking rose from 9 percent in 2012 to 20 percent last year.

To coincide with its services push, Brandofino said AVI-SPL is also trying to evolve its sales strategy to focus less on selling technology and more on selling solutions or customer outcomes. To that end, Brandofino said AVI-SPL offers all its sales reps something called “battle cards,” which are electronic documents that include a statement on AVI-SPL’s value proposition across different vertical markets, along with detailed customer case studies in each of those verticals.

"To be relevant in the space today, you can't just be talking about bits and bytes and bandwidth," Brandofino said. "You need to be talking about how they affect businesses."

Looking ahead, Brandofino said AVI-SPl’s biggest opportunities lie in going “deeper and broader” into existing customer accounts, and continuing to expand its globally, after opening new offices in Canada, London and Mexico last year alone.

“We are really the only true global player now, and our ability to expand that and grow that I think will only solidify our position as a leader,” he said.