Computer Associates 2016 Annual Report Download - page 18

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potential customers with whom we currently do not have a strong presence and where a competitor often has an established
relationship. Growth/Partners customers are mid-size potential customers with whom we currently do not have a strong
presence and generally address through partners. Additionally, we have implemented broad-based business initiatives to drive
continued improvement in sales execution. We are continuing to shift to a more product-driven sales approach, using real-time
data and intelligence to drive on-going evolution of our go-to-market strategy towards the highest potential and highest-yielding
markets.
Our sales organization operates globally, with groups serving the North America (NA); Europe, the Middle East and Africa
(EMEA); Latin America (LA); and Asia Pacific and Japan (APJ) geographies. We operate through branches, subsidiaries and
partners around the world. Approximately 36% and 39% of our revenue in fiscal 2016 and 2015, respectively, was from
operations outside of the United States. At March 31, 2016 and 2015, we had approximately 2,500 sales and sales support
personnel.
Marketing has played a key role in the ongoing transformation of CA Technologies into a company that is focused on the
Application Economy. Based on research conducted across global markets, we believe that CA Technologies’ brand positioning,
“Business, rewritten by software,™” is resonating, and that marketing campaigns are positively influencing key reputation
metrics and future consideration of CA Technologies in purchase decisions. In particular, marketing has succeeded in narrowing
the gap between historical market perceptions of CA Technologies and our current portfolio of capability.
We have sharpened our focus and processes to better reach new customers to drive higher velocity and a broadening customer
mix. Our marketing and sales organizations are utilizing common systems and analytics to initiate and respond to market
opportunities, optimize resources, maximize efficiency and drive awareness and consideration of the CA brand and portfolio
capabilities across our broad base of customers and prospects.
Marketing has refreshed CA World, our annual conference aimed at customers and partners. Quantitative and qualitative
results from CA World ‘15 are positive with key metrics such as overall attendance, customer engagement, pipeline generation,
and broad visibility across both traditional and social media outlets.
Partners
CA Partners represent a foundational component of our go-to-market strategy. Our objective is to leverage our solutions and
our partners’ strengths to deliver unparalleled value and an exceptional customer experience. We believe this strategy fosters
sustained, profitable growth for both CA and our partners. Our data-driven approach of aligning our global partner strategy
with channel trends and dynamic changes in the industry enables us to match our offerings and investments to specific markets.
CA works with partners in all our geographic regions and focuses on five key routes to market:
•Resellers derive a significant amount of revenue from the resale of third-party products. We are working with a number of
key strategic national and regional reseller partners to expand our global reach.
•Global service providers provide a platform for application infrastructure or cloud-based services. We are working to
establish long-term partnerships to support the development of innovative, differentiated services.
•Global system integrators offer our software within their business practices, leveraging their process design, planning, and
vertical expertise to provide holistic solutions and implementation services to our joint customers.
•Managed service providers leverage our solutions to power their subscription-based IT services. We work together to deliver
differentiated, high-value managed services.
•Global technology partners (including Independent Software Vendors (ISVs) and Infrastructure and Cloud Vendors) offer
an opportunity for joint solutions innovation and CA brand awareness.
Customer Success
The Customer Success organization is made up of customer experience designers, customer advocates, technical support
engineers, community managers and an advanced customer data analytics team that together have one common goal: deliver a
superior end-to-end customer experience that creates and sustains satisfaction and loyalty, and serves as a source of competitive
advantage for CA.
The Customer Success teams work with customers to understand their unique business challenges to help maximize the value of
their current investments in our solutions. The Customer Success team aligns with members from education, support, services,
partners and development to drive customer adoption, facilitate product expansion and to provide maximum return in minimal
time.
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