Home / CA calls on Middle East boss to fine-tune EMEA strategy

CA calls on Middle East boss to fine-tune EMEA strategy

CA’s Middle East and CEE boss Gilbert Lacroix has been tasked with deploying his expertise of indirect channels in some of the company’s mature market after being promoted to VP EMEA channels alongside his current role.

CA’s Middle East and CEE boss Gilbert Lacroix has been tasked with deploying his expertise of indirect channels in some of the company’s mature market after being promoted to VP EMEA channels alongside his current role.

Although CA serves customers through a network of channel partners in the Middle East, it has traditionally gone to market directly in many countries across Western Europe. However, Lacroix will attempt to alter that situation in order to meet the vendor’s aggressive target of shifting more business through the channel.

“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,” said Lacroix. “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 a greater transparency between CA’s direct and indirect channels in markets such as France and the UK, but he admits that 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.”

Lacroix isn’t the only member of CA’s team to be recognised for the progress that the vendor has made in the Middle East with its partner-led model. Regional marketing chief Ned Jaroudi has been promoted to VP EMEA Channel Marketing and will work alongside Lacroix in his new role.

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