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The new strategy will see Primus building relationships with resellers, integrators, consultancies and other technology companies, following the successful example of the US operation.
"We strongly believe CRM is over complicated," said sales director Hosein Moghaddas. "Customers often don't just want a relationship, they want an answer - and fast. It's not rocket science and we feel we're in a strong position to exploit the huge opportunity that exists.
"We are now looking for high- calibre partners that will help us reach a wider audience with a straightforward message."