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EXACT BOOSTS U.S. IMPORTANCE

The U.S. market is going to get increased emphasis from Exact as it moves the country into a list of five countries, which it defines as “headquarters rich.” Exact CEO Martijn Janmaat noted in a presentation last week that his company is primarily selling “old products - Macola, Max, JobBoss” in this country and that it needs “to come up with succession planning there." Janmaat said the U.S. effort would get a revised go-to-market effort with manufacturing remaining at the heart of the American strategy. O

ver the last few years, Exact clumsily introduced Synergy and Globe in this market, but Janmaat said both products would get needed overhauls next year. One problem affecting Exact has been that it is “inward-looking”, according to a report by consultants hired by the company. Given the fact that the last two marketing execs at Exact North America haven’t returned phone calls or emails, I’d say that’s accurate. The company had planned to introduce its Exact Online, now sold in the Netherlands, in other countries but execs have concluded that’s going to be more difficult than anticipated. Janmaat also emphasized that getting the attention of accountants is crucial for Exact, and while those efforts are limited to the Benelux countries currently, it seems likely the approach will be applied elsewhere. Janmaat emphasized that Exact is going to be investing in developing products and the company, which comes after one Macola reseller told me he believed shareholders had simply been milking the company. While Exact reorganized its regions, the Dutch company left Mitch Alcon in place as head of American operations.

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