Sybase is revamping its salesforce and trying to boost its marketing messages in the wake of its profits warning earlier this week.
According to Mitchell Kertzmann, the company?s chief executive, it started setting up a sales team dedicated to finding new users this week and is moving some of its sales support workers into active selling jobs.
The database supplier is also looking at boosting the number of its direct sales force worldwide and putting more resources into growing its channel. In the UK, investment in the channel is expected to double during 1998, but the firm refused to comment on potential headcount increases.
Colin Tenwick, Sybase?s UK managing director, said: ?We?ve been discussing these changes for the last quarter, since John Chen came on board as chief operating officer because we felt we needed more feet on the street, fronting the company.?
He continued: ?We?ve not had very consistent themes and execution lately, which Mitchell admitted last year we needed to address. So, rather than dilute marketing spend by having the product teams focus on point product positioning, a higher percentage of spend will now go on promoting themes that will include products from different parts of the business.?
The three themes comprise Internet, data warehousing and mobile computing and Sybase intends to create product bundles targeted at different vertical markets that fit into each. Most future marketing and packaging decisions will be made in headquarters in California to ensure consistency of message worldwide.
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