Mick Elliot talks to Robert Morton, vice president, Sales, EMEA at NI. Robert discusses National Instruments’ work and experience in establishing its distribution network, which is focused on reaching over 30,000 customers of NI’s software and hardware products.
Robert discusses NI’s initiative to transform its sales organisation over the last five years from a traditional, geographical approach to distribution – to a more account-focused one that involves dedicated distributors appointed worldwide.