Business software vendor, SAP, has appointed Adam Edmondson as general manager of indirect sales. The newly created position is part of plans to grow its partner relationships and reach into SMB. “We’ve split the two [indirect and direct sales]. We’ve got a number of named accounts that we manage directly, and everything else is an opportunity for our partner channel,” Edmondson said. “We see opportunities in the SME space and have ambitions to grow market opportunities for partners – we’re looking to develop deeper relationships with existing partners.” SAP also recently completed a market analysis and map, Edmondson said, and had identified opportunities to work with partners in new industries and geographies. “We have good coverage in NSW and Victoria, but there are opportunities to build out our coverage in WA and Queensland. Where we can’t bring existing partners to those opportunities we’ll look for new partners as well,” he said. SAP currently has 28 channel partners across A/NZ. While that number was expected to increase, Edmondson said the vendor wanted to work with a select group of committed partners. Prior to joining SAP, Edmondson was regional director of Tectura South Asia and managing director of Tectura in the UK. He also co-founded GEM Consulting Group and was the company’s director of operations.
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