For more than 20 years, I’ve worked on expanding software businesses into new markets, much of it at Sitecore across the Middle East, Africa, and Asia. Based in Dubai, my focus has been helping teams grow in regions where local execution and strong partners make the difference.
That’s why I’m excited to share how we’re evolving Sitecore’s Global Reseller Program. We’re expanding the program and introducing Global Elite Resellers, starting with FPT Software. In this expansion, Global Resellers act as the primary, and in some cases exclusive, reseller for a country, region, or market segment, and they commit to minimum distribution targets to ensure consistent local coverage and measurable adoption. This is a focused step to strengthen how we bring SitecoreAI to market in growth regions by partnering more deeply with teams who understand the customs, technologies, and practical constraints that determine whether a rollout succeeds and who takes ownership from first deployment through scaled adoption.
At Sitecore, we work with organizations that have many products, operate in many markets, and serve very different audiences. What they care about is being present when customers decide what to do next. Those moments no longer happen in one place. They show up in search results, social feeds, AI summaries, and recommendations, often before a brand’s website is ever visited.
That shift hasn’t changed what these organizations are trying to achieve. They still want to grow, protect their brand, and earn trust. What has changed is where and how those decisions are made, and how hard it is to stay clear and consistent when discovery is spread across so many places.
This is where technology and partnership need to work together.
SitecoreAI gives teams a single platform to manage content, customer data, and personalization, so they can deliver accurate, consistent answers wherever customers are making decisions. But software alone doesn’t drive adoption. Teams also need partners who understand their market, speak the local language, and can turn platform capability into real execution without fragmenting the experience across regions.
That’s what the Global Elite Reseller model is designed to support.
We named FPT Software our first Global Elite Reseller because this is the kind of work they’ve been doing for decades. Our partnership goes back to 2015 and has been shaped through real customer delivery over time.
I was in Hanoi with the FPT team and our COO, Dave Tilbury, to mark the launch of the Global Elite Reseller program. It was energizing to be there. You could see the pride they take in building global capability from Vietnam, and the discipline behind how they operate across markets. That combination matters when customers are rolling out AI at scale.
As a Global Elite Reseller, FPT will advise, implement, and support SitecoreAI across its authorized markets, including exclusive reseller rights in Vietnam and expanded reach across parts of Asia and the Middle East. Customers get access to the full SitecoreAI platform — content management, digital asset management, conversion optimization, and AI-powered experience personalization — delivered by teams who understand both the technology and the local context.
To learn more about our partnership with FPT, read the announcement here.
If you’re a partner interested in the Global Elite Reseller program, let's connect at jesper.broberg@sitecore.com.