Enterprise Systems’ Pouya Parsafar on the value of distribution

Pouya Parsafar, CEO, Enterprise Systems,
Pouya Parsafar, Enterprise Systems

In an exclusive interview with, Pouya Parsafar, CEO, Enterprise Systems, shares insights on the value of distribution in the UAE market.

Can you give an overview of key milestones for Enterprise Systems in Q1 of 2019?

Enterprise Systems achieved record sales in 2018 and used this as a platform for target setting for 2019 and particularly the first quarter of the year. The ethos is to start the game with high achievement to empower our team and vendors as well as challenge the company to keep this momentum throughout the next quarter and year ahead.

Enterprise Systems implemented Oracle as a CRM and ERP across the company and successfully launched this within Q1 merging the operations of sales, finance, and logistics to form a streamlined process bringing further professionalism in to the company as well as creating a seamless easy to manage internal process.

Enterprise Systems also focused our sales team in their daily activity to support our vendor strategy and create a higher positive impact on our sales and relationship with our clients.

Why is the distribution model significant to the UAE market?

As UAE is the hub of the Middle East, the focus for vendors is high as resources for the region is centralised in the UAE. Also, the strategy of UAE is to be the most advanced leader of innovation, in the region and beyond globally, making the requirement for technology high and the appetite for originality even higher.

The ever-changing dynamics of the Middle East, specifically UAE, makes building relationships with the local systems integrator partners and end-users challenging, and distribution bridges this gap providing a stable platform for vendors to access this fluid market.

Enterprise Systems’ true value-added distribution provides the very best in technical, commercial support platform for both vendors and partners to build a successful go-to-market strategy and sustain positive growth.

What kind of value do you offer to your partners and vendors?

The value-add distribution that Enterprise Systems offers to its partner and vendors goes beyond just distribution of equipment. We offer services that cover the full spectrum from presales to post sales, finance to logistics and marketing. Supporting the channel partner teams on opportunities from the initial stages in a very proactive approach to the closure of the deals, with the best possible value from the vendors as well as the good incentives to the partners to motivate them to bring in more qualified leads. 

What are the market drivers that help grow your business as a distributor? 

Distributors generally take orders and just process them. Enterprise Systems as Value-Added Distributor have been able to attract and nurture new partners by offering a dedicated sales team that know the products well and can make the right recommendations to provide the most cost effective and efficient solutions. Our key expertise that helps win over the partners is our well experienced technical team that help support in solution designing to proof of concepts and implementing the solution if required.

Enterprise Systems is the official training partner of many of our vendors and we offer in house training form dedicated official trainers and can customise the training course and deliver as per our client’s requirement, timing and location.

Enterprise Systems offers flexible and realistic credit terms to support our vendors and partners in their growth strategy.

Can you share your regional plans for the year?

Enterprise Systems will grow organically with our vendors and partners offering more technical resources and we will continue to invest in our innovation center to offer our clients and suppliers a demonstration and proof of concept to build a sustainable and solid relationship to win projects and support the delivery for future growth. Enterprise Systems will also grow the commercial team to continue building the positive relationships we have in the local market.

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