SAP's new sales push

Edmondson will assume management responsibility for SAP’s 28 channel partners as well as the company’s indirect small and mid-size enterprise sales staff.

Edmondson said he will be looking to exploit the company’s partner networks to drive increases in market share in the SME sector.

“SAP has ambitious 2012 growth targets and there is a strong opportunity for us to grow in the SME market,” he said.

“Our focus and partnerships with industry focused channels will drive this growth, as there is demand for vertical expertise in this market. We want to drive our partners to cover the latent customer demand across industries and verticals and help them gain significant market share.”

He added that penetration into new markets will be another key focus over the coming months.

“Moving forward, we will also be broadening our product value proposition through partners by leveraging the Business Objects assets and new products like SAP Business by Design, which will take us into new markets.”

Edmondson began his duties by presenting at SAP’s inaugural Partner Kick Off Conference.

He joins SAP with experience at the helm of consulting firm Tectura where he was most recently regional director of South Asia. He also held the mantle of managing director of Tectura's United Kingdom's operations.