Amine Sadi is Regional Sales Manager, Channel Sales, MENAT at Milestone Systems, a company that aims to make the world see by giving people the power to understand video surveillance and data. Said talks about his current job role and how Milestone Systems is developing its video surveillance business and working with channel partners in the Middle East, North Africa and Turkey (MENAT).
Describe your current job role and the parts that are somewhat challenging?
I am the Milestone Systems regional and channel sales manager, currently managing the Middle East, North Africa and Turkey (MENAT) regions. I am responsible for a great team of channel managers in all of the territories. Some of the challenges of the job are the geographical expansions of the region, with or without travel.
Can you explain how your company works with channel partners?
At Milestone Systems, we have a channel partner programme that we strictly adhere to. The partner programme is based on annual revenue and technical competence of the partner. We hold the annual ‘Partner Business Reviews’ with all of our partners, to ensure that we can all arrive at a common platform where we can support each other.
How do you ensure channel partners flourish in a highly competitive market?
Today’s marketplace is extremely competitive. In such an environment, our Partner Business Reviews are the pillars on which we build our business. We regularly hold technical engagements with each partner and ensure that they are up to date with our product line. Training becomes a key element as our partners are usually not only selling our products and services, and we expect them to be solution providers to the end customer. Our pre-sales and post-sales teams also work on assisting the channel partners with what they need, in order to stay ahead of the curve. I think treating them as partners, listening to their concerns, feedback and intel has been critical to our success.
What are the latest trends you see emerging across the channel?
There are three trends that I have been noticing emerging lately, the platform approach, intelligent video analytics and cloud-based solutions.
Platform approach: The world is looking for collaboration and not competition today. Every business is looking for a way to be a solution provider to their end consumers by integrating with partners, suppliers, and consumers.
Intelligent video analytics: We can see that the market for real-time information is growing with businesses being even more dependent on video intelligence. The need for these kinds of dashboards in the ‘now’ to aid business intelligence will continue to grow.
Cloud-based solutions: The new developments in cloud-based solutions offer businesses flexibility, speed and resilience which is what businesses need in these uncertain times.
What is your management philosophy?
From the sales perspective, I have a favourite quote by a popular American marketer, Philip Kotler, which I guess I live by. “The sales department isn’t the whole company, but the whole company better be the sales department”.
As someone who leads the team in this region I simply look to engage with all stakeholders, build trust and create an environment conducive to growth and happiness. Ethics and responsibility in business, for example to set the highest standards for cybersecurity and data privacy, is something that is not just part of my own management philosophy but also something that Milestone Systems drives as a conversation in the industry.
When you look back at your career, what has been the most memorable achievement?
I decided to make the move to our office here in Dubai after a great and long career of 23 years in Paris, France. I had contributed to opening the Milestone Systems office in Paris, I helped in building the team and the business over there, 12 years ago. I am quite proud of my success there and now I have come here to Dubai with a goal to do the same in the region.
What made you think of a career in technology?
I believe that technology has the power to change the world significantly. It helps in contributing to a better and safer future for the coming generations, and also if used responsibly, can help in impacting positively towards climate change and global warming. The possibilities of technology, as we have seen over the last few years, truly are endless and that is something that I want to be a part of.
What do you think will be the hot technology talking point of 2021?
I think that the topics on adoption of cloud as well as safe/Smart Cities will be the hot talking points this year and even next year. From a regional perspective, post Expo 2020 the usage of the technological infrastructure for District 2020 will be an important topic of conversation.
What are your personal interests and where do you like to spend most of your time after work?
I am quite fond of staying active, so I regularly play tennis, go cycling and work out. I also have a huge passion for traveling, I particularly enjoy discovering and exploring new cultures and meeting people from all over the world.