Computer Associates 2015 Annual Report Download - page 11

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market share by delivering differentiated technology and collaborating with partners to leverage their relationships, market
reach and implementation capacity. We are deploying new routes to market, and simplifying the buying and deployment
process for our customers.
This customer focus allows us to better align marketing and sales resources with how customers want to buy. We have also
implemented broad-based business initiatives to drive accountability for sales execution.
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’ new 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 the Company’s current
portfolio of capability.
In the past fiscal year, CA Technologies marketing has on boarded and integrated new talent, tools and processes to create
a contemporary demand capability to support sales.
Marketing also led a refreshed CA World, our annual conference aimed at customers and partners. Quantitative and
qualitative results from CA World 2014 are positive. Among the key findings: current and potential customers found that we
have significantly improved overall visibility of the CA Technologies portfolio and realized how much more CA could help
them in the IT arena.
Going forward, we will focus on further enhancing our connection with new and existing customers, contributing directly to
business growth and expanding our customer base globally.
Our sales organization operates globally. We operate through branches, subsidiaries and partners around the world.
Approximately 61% of our revenue in fiscal 2015 was from operations outside of the United States. At March 31, 2015 and
2014, we had approximately 2,500 and 2,800 sales and sales support personnel, respectively.
Partners
To reach new customers we continue to expand and invest in our go-to-market business model and partner relationships.
Our partner strategy aligns our sales and technical resources with a variety of types of business partners to address specific
market segments and align with buyer preferences.
We work with several types of partners:
• Technology partners, both software and hardware, that help us broaden our capabilities, ensure that our software
remains compatible with our customers’ existing environments, and adapt and respond to the emergence of new
technologies and trends.
• Global systems integrators who offer our software and solutions in their business practices and leverage their process
design, planning and vertical expertise to provide holistic solutions and implementation services for our customers.
• Regional solution providers who have sales and implementation resources to deliver and support IT solutions and have
local market knowledge. Solution providers not only resell our solutions to their customer base, but wrap value-add
implementation and integration services for those customers, extending our reach into new market segments.
• Managed Service Providers who offer IT Management-as-a-Service rather than through a traditional licensed software
model for customers of all sizes. These service provider partners range from the largest global IT outsourcing and
telecommunications firms to regional and local infrastructure service and managed service providers. Service providers
are both buyers of technology and ‘‘sell through’’ partners to buyers of IT Management-as-a-Service.
• In certain non-U.S. locations, including the Asia-Pacific and Japan region, our primary routes to market are value-
added distributors. In other non-U.S. locations, principally Eastern Europe, the Middle East and Africa, we use a
franchise model with representatives, who sell our products in a particular region on an exclusive basis.
Continued investment in partner enablement and infrastructure management is intended to facilitate the consolidating and
aligning of partner strategies, program offerings and recruitment activities to enhance our relationships with partners.
Further, we have coordinated efforts across engineering, operations, marketing, finance, strategy and sales to embrace a
partnering culture within the company.
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