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CA top brass handed new roles

Management software vendor CA has used GITEX to announce that two of its key regional executives have had their roles extended.

Management software vendor CA has used GITEX to announce that two of its key regional executives have had their roles extended.

VP and area manager Eastern Markets, Gilbert Lacroix has been named VP EMEA channels, in addition to his current role, while Middle East and CEE marketing chief Ned Jaroudi has been promoted to VP EMEA Channel Marketing.

Both figures have been instrumental in driving CA’s partner-led approach in the Middle East and they will now take their philosophy to markets such as the UK and France where CA has traditionally served customers directly.

Lacroix says he is relishing the challenge: “The worldwide strategy of CA is changing and our CEO John Swainson has said that he wants indirect sales to represent 30% of the business in the next few years. My role is to take charge of all indirect routes-to-market in EMEA and increase the business to hit that 30% magic number that our CEO wants.”

Lacroix intends to ensure that there is transparency between CA’s direct and indirect channels, but he admits the task won’t be easy.

“One of the challenges for us is internal as we have to change the thinking of the CA people so that they understand the role of the indirect business and how it fits with existing direct sales," he says. "A big effort will also be required to show partners that we want to be loyal to them and in return we want them to be loyal to us.”

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