Understanding IT’s Value

Channel Middle East finds out from a market personality about their role, their routine and what inspires them to come into work each day.

Tags: FVC - First Video Communications Incorporation
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Understanding IT’s Value
By  Manda Banda Published  July 28, 2013

Channel Middle East finds out from a market personality about their role, their routine and what inspires them to come into work each day.

Name: Dharmendra Parmar
Company: FVC
Job title: General Manager, Marketing
Years in the role: 6 years
Years at the company: 12 years
Previous companies: Zahra Technology

How would you summarise your role?

I head the central marketing team at FVC, overseeing the marketing activities for the Middle East and North Africa (MENA) region. I manage a team that has three key objectives which include: increasing awareness of FVC and its position in unified communications, advanced networking and application delivery, planning marketing activities to create awareness of our solutions and generating leads for our partners, and assisting our resellers with their marketing programmes.

What’s the first thing you do when you get in the office each day?

The first thing I do in the morning is to prioritise activities for the day. This is followed by quick reading of our industry publications to keep myself updated. I generally keep the first 30 minutes in the morning email-free, unless there is something that needs
immediate attention.

What does a typical day entail for you?

A typical day consists of meetings with our various stake holders, including vendors, reseller partners, our PR agency and other marketing agencies. It may include being at one of our own customer/partner events or simply planning or following-up with our teams across the region. A large portion of my meetings across the region are conducted over telepresence.

What skills or qualities does one need to do your job?

An interesting blend of skills helps me succeed at my job. Besides having the obvious marketing skills, it is important to understand the value proposition of our solutions to be able to communicate these messages clearly to both our channel partners and our customers. Some of these messages require simple business language, while others need to be technical. Combine this with the fact that we represent vendors in three separate areas of technology across 45 countries. This means that it is critical to understand our audience across different geographies and technologies and address them appropriately.

What’s your favourite part of the job?

The best part of my job is that I always have new and innovative solutions from our vendor partners to promote. Being involved with emerging technologies makes it very interesting and exciting.

What’s the hardest part of your job?

The hardest part is to align our own marketing strategy with the varying strategies of each of the vendors we represent. With the large number of vendors that we deal with, this is no easy task.

What criteria do you measure your performance on?

The main criterion is helping to drive revenues by running marketing activities with a clear ROI. The second is awareness of our organisation, which is not always easy to measure directly.

What’s been your most memorable moment in your current role?

Many years back, I changed my role from being a sales person at this company to being put in charge of setting up a marketing department from scratch. While the marketing team has grown, the transition itself has been the most memorable for me.

How much time do you spend out of the office each week?

I generally travel a few days a month on average across.

What do you get up to during your lunch hour?

Unless I am out for lunch with a business partner or with my team, or at an event, my lunch consists of a quick home-made sandwich to keep it light.

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