SugarCRM - Redington Gulf - distribution partnership - Middle East - Techxmedia

Redington Gulf to expand SugarCRM’s presence in the Middle East

distributor ICT Value Chain

SugarCRM, the provider of the AI-driven CRM platform, has announced a strategic distribution partnership with Redington Gulf, through which Redington will distribute the entire SugarCRM AI-driven solution portfolio for sales, marketing, and customer service to businesses in the Middle East.

Redington, a world-class provider of top enterprise technology solutions, will assist Sugar in extending its CRM platform to businesses across the region via its extensive network of 34,000 resellers and over 70 sales offices worldwide, with over 15,000 customers in the Middle East alone.

With this partnership, SugarCRM continues its global expansion with a growing footprint and commitment in the region. “Redington is a respected player in the Middle East, and the partnership provides us with a substantial opportunity to reach prospects, customers, and opportunities through an established channel. This is a significant step to fuel Sugar’s platform growth across the region,” explains James Frampton, Senior Vice President and General Manager, EMEA at SugarCRM.

Ins 1 - SugarCRM - Redington Gulf - distribution partnership - Middle East - Techxmedia

“Working together, Sugar and Redington will be a dominant force to address the unmet needs of mid-market organizations in the Middle East seeking a modern AI-driven CRM platform to improve customer engagement and boost business growth by delivering a high-definition customer experience,” Frampton adds.

“We’re committed to helping our Middle Eastern customers drive digital transformation through advanced technologies, and SugarCRM is an integral part of this effort. There is a very clear opportunity to fill the gap for a purpose-built CRM offering in the Middle Eastern market. Sugar will help us meet this business demand with an intelligent AI-driven platform,” explained Sayantan Dev, President, Redington Value.

Redington gains access to Sugar’s market-leading portfolio of AI-driven solutions that help sales, marketing, and customer service professionals do their jobs better. Sugar also provides cloud and on-premises solutions, allowing customers to choose the best option for their business. This is a significant advantage because most other CRM providers only offer their solutions in the cloud, making them unsuitable for customers in the Middle East.


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