Software firm CA has promoted two of its senior executives here in the region to broader roles following their success at driving business growth in the Middle East.
Gilbert Lacroix has been appointed to the position of vice president, Europe, Middle East and Africa (EMEA) Channels, expanding his current role as vice president and area manager for EMEA’s Eastern market after successfully deploying a 100% indirect business model in the region.
Ned Jaroudi, currently vice president of area field marketing for EMEA’s Eastern Markets, has been named vice president of EMEA channel marketing.
In his new role Lacroix said he aimed to emulate the indirect business model he set up in the region within the European market and believes this is the best way for CA to address the small and mid market customer sector.
“If you look at the pyramid of customers, you have the large customers at the top, then of course they become smaller and smaller the further you go down,” Lacroix explained.
“The question is: how do you address the middle part of the pyramid and further down?”
The answer, according to Lacroix, is that “you need the channel to do that.There’s no way to do it directly because you would need thousands of people everywhere,” he explained.
“I will actually translate that indirect business model for the mature market,” he stated.
Lacroix added that his role will also involve developing new programmes to attract partners and invest together with them, developing relationships between CA and the partners within Europe and putting in place the back-office support needed to support that model.
Lacroix’s Middle East business strategy has clearly been a success, with CA now boasting over 800 installations across the Arab world including enterprises, government agencies and SMBs and offices or direct representation in Bahrain, Kuwait, Saudi Arabia and the UAE.
The firm’s business is now doubling year-on-year in the region and Lacroix said he expected the same to happen next year.
He said that the company now planned to focus on continuing to fine-tune its business model, expanding it to further countries in the Middle East and to increase investment in sales support, marketing and training.
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