Logicalis is investing in its ability to execute on a global level, according to US president Mike Houghton, who claims that filling newly created global sales and operations roles will be just the first step in engaging with customers at an international level.
Houghton (pictured) said that, at the moment, the systems integrator's practices are not consistent across its 25 countries worldwide, but it is focused on working out how to "globalize" its offering over the next few years.
"We interact with customers that have a global reach, and since we are positioned to have physical presence in so many countries, we've made an investment in a global sales leader, plus we have a global operations leader. Alongside this, each country has made investments to put dedication from a sales and operations focus, so that when we talk to a company that has a global presence, we now have a network of about 60 different individual names, some of whom are dedicated and some shared, but they're in all regions of the globe," he said.
"It means that as we transact and engage with customers, we have a team of resources that now has focus and scope around helping us execute those global engagements. That's one of the things we're working really hard on."
With a global sales lead already in place, the firm is currently working on figuring out how regional profit and loss structures will translate to a global offering.
"Let's take security as an example. How do we take our security practice and globalize it so that it's consistent across all regions so that when we look at customer engagement, whether it's in Brazil or the US or the UK, that engagement is consistent and if we need to deploy something with a multi-regional point of view, we have the ability to engage global customers so that they feel like it's consistent across the globe? It's very hard to do, obviously, but that's the aim that we have. It will take steps to get there. It will take some time. It's a pretty lofty goal," he said.
"If now we want to have a global security practice, for example, does that mean those resources come out of the region and go into a global level? Do they stay in region? Is there an overlay? Is there a combination? So we're discussing what the right strategy or scope of how we want to structurally set that up is, because the last thing we want to do is get in our own way."
The US president also said that while Logicalis is setting its sights on executing globally, the ability to specialize is also "critical" to its business.
Houghton added that Logicalis is focused on improving its technical specialization skills and as such, has sales staff in the firm who are segmented by vertical, along with a "host of resources".
"It's a game of talent, and specialization is not someone who just knows the market generically. That's good, but we want someone who has the technical skills or selling skills or services skills that tie into [the vertical areas]. That's the most attractive and most advantageous for us throughout, and we believe that's the key differentiator going forward," he said.
In terms of the key verticals Logicalis is focused on, in the US they are healthcare, SLED (state, local and education government agencies) and manufacturing. Houghton notes these three verticals represent the bulk of the firm's revenue and that Logicalis has a dedicated and segmented account base around these sectors, which involves vertical leadership, vertical marketing skills, and set solutions being taken to market in an effort to be "very specific".
"These industries are looking for ways to solve their solutions. They are looking for services capability that we bring to the table… [We are] differentiated to make sure [our offerings] are highly relevant to what those markets are looking for," he said.
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