Organizations today must do more than keep up with
technology, they must harness it to unlock new possibilities. Modern
technologies and innovative frameworks can offer businesses the tools to
transform raw data into insight, routine processes into intelligent workflows,
and standard solutions into experiences that create real value. By embracing
this approach, organizations can respond to opportunities and challenges with
precision, anticipate shifts before they happen, and elevate both operational
efficiency and customer engagement.
Ossama El Samadoni, General Manager of
Gulf Business Machines (GBM) Dubai, seeks to transform potential for
organizations into measurable impact, by driving innovation and delivering
integrated technology platforms. Under his leadership, GBM distinguishes itself
not only through its advanced technological implementations, but also by
crafting cohesive solutions that achieve tangible outcomes.
Crafting Leadership Through Decades of Transformation
With 30 years of experience in commercial excellence and transformation, Ossama
believes leadership is a continuous journey shaped by skills, life experiences,
and the organizations one serves. He emphasizes that learning from leaders who
have left a mark along the way further reinforces this development. For Ossama,
every organization he has worked with and every change of assignment – from
large-scale infrastructure to software and applications, riding the wave of IT
commercialization, specializing in storage systems, expanding across multiple
countries and continents, transitioning from vendor roles to systems integrator
positions, and leading shifts to a services-first, customer-first mindset - has
collectively shaped him into the leader he is today.
Balancing Global Consistency with Local Cultural
Intelligence
Having managed operations
across 147 countries, Ossama emphasizes that cultural adaptation is crucial for
effective leadership, but it must be understood as two interconnected sides of
the same coin. On one side is social culture, which requires a deep
understanding of, and adaptability to, local customs, communication styles,
interpersonal interactions, and the ways in which these relationships are
managed with team members. On the other side is business culture, which must
remain consistent and firmly anchored in the organization’s vision, mission,
and overarching aspirations.
Ossama stresses the importance of over-communicating
expectations and future objectives to ensure alignment across diverse teams
while respecting and embracing local cultural nuances. By striking this
balance, leaders can foster both connection and clarity, driving cohesion and
success in culturally diverse environments.
Diagnosing Underperformance with Insight and Discipline
When addressing underperformance, Ossama highlights that
it must not be approached subjectively. The first step is to identify the root
cause of it, by examining management systems, assessing skills and training,
and considering the specific characteristics of the region or territory where
the department operates. This is followed by planning targeted improvements, with
the final step focused on implementing changes and closely monitoring the results.
Ossama cautions against scapegoating individuals, noting that such an approach
reflects weak management and poorly focused leadership rather than true
resolution.
The Science of Winning
Ossama attributes sales success to a strategic focus on detailed customer
mapping, market share development, market trend analysis, and in-depth
evaluations of technology competitiveness and addressable market opportunities.
Digital enablement plays a central role in this, combining sales automation
with data-driven execution and operational cadence. This approach drove remarkable
year-on-year growth within an in-country born cloud operation, as the team
focused on rapidly expanding its clients base and laying the groundwork for the
organization to become a catalyst for change and a leader in market adoption.
Augmenting Digital Transformation
Ossama prefers the term ‘augmenting’ rather than ‘changing’ the digital
transformation landscape. He explains that organizations are moving from
traditional systems of record, like ERP, to holistic systems of engagement that
integrate information from multiple sources and mediums. This shift requires
openness to non-traditional channels and a heightened focus on security across
the edge, core, and broader network. AI, including analytics and generative
capabilities, has become a mandatory tool for ethical decision-making and
gaining a competitive edge. Cloud provides the agility and speed necessary for
organizations to innovate quickly and respond to market demands effectively.
Co-Creating Value
Ossama emphasizes that the success of customer engagements hinges on the skills,
expertise and dedication of the people involved. GBM’s collaborations with industry
leaders such as IBM, Cisco, and VMware enhance the team’s ability to deliver holistic,
integrated solutions, rather than simply reselling or transacting on a single
technology stack. He takes pride in the team’s deep technological expertise and
their platform-based approach, which allows for innovative designs and
efficient solutions. The openness and innovation of technology partners also
enable GBM to co-create unique, high-performing platforms that deliver
measurable value to customers.
Advancing Through Purpose and Innovation
According to Ossama, the ability of an organization to grow and thrive depends
on its capacity to consistently deliver value to stakeholders while adapting to
ever-evolving market dynamics. He notes that market conditions are constantly
in flux, with the rapid pace of innovation often transforming today’s
high-demand technologies into tomorrow’s commonplace solutions. This evolution
demands that organizations stay agile and focused on differentiation.
Ossama highlights the importance of creating a unique
selling proposition as a cornerstone of sustainable success. He stresses that
innovation is not solely about developing cutting-edge technology; it is also
about how that technology is deployed to address real-world challenges and
emerging use cases. By continually seeking new ways to apply technology and
tailoring solutions to meet market needs, organizations can strengthen their
relevance, enhance customer success, and deliver impactful business outcomes.
For Ossama, it is this commitment to purpose-driven innovation that ensures
long-term growth, resilience, and meaningful contributions to both clients and
the broader ecosystem.
Building the Digital Margin
Ossama advises organizations to create what he calls a ‘Digital Margin’, a
concept designed to crystallize the aspects and outputs of digital
transformation in which an organization can compete externally. Whether the
scope of digital development is internal or external, incremental or
breakthrough, identifying initial quick-win initiatives is crucial to
establishing momentum. He states that progress is never created from a vacuum,
and the path to success is filled with challenges. Developing the ability to
remain comfortable in uncomfortable situations is a vital skill that
organizations must cultivate to pursue transformations effectively and diligently.
The Keys to GBM’s Enduring Regional Success
Ossama highlights the value of GBM’s 35+ years of presence in the region, which
is built on a foundation of deep local roots combined with global standards.
This uniqueness provides GBM with unparalleled market intelligence and
first-hand insights into evolving customer needs. This understanding allows the
organization to anticipate and respond to shifts in the digital transformation
landscape. He also points to the enduring strength of the relationships GBM has
cultivated over decades, and their continuously evolving and highly skilled
teams. These professionals work tirelessly to stay on top of technology trends
while ensuring solutions are aligned with regional market requirements and
specific customer objectives. According to Ossama, these elements collectively
enable GBM to maintain a competitive edge and consistently deliver meaningful value
to clients.
The New Era of Data and AI
Ossama actively contributes to the technology community through his leadership and
by sharing insights on emerging trends that shape the future of the industry.
He highlights a fundamental shift in how organizations interact with their
data, moving from static recording and storage toward dynamic, real-time
engagement with customers and stakeholders. This evolution allows companies to extract
actionable insights, create value from their data, and progressively transform
into fully data-driven organizations. Among the trends that excite Ossama most
is the transformative potential of generative AI, which can leverage global
data and knowledge, while integrating a customer’s proprietary information to
uncover new business opportunities that may have previously been hidden. He also
highlights the expansion of cybersecurity into a broader concept of
cyber-resilience, emphasizing that security today must encompass multiple
aspects of both technology and everyday life. Additionally, Ossama sees
significant promise in agentic AI and automation, where business users
themselves can design and implement automated decision-making workflows,
extending intelligence and operational efficiency across organizations in ways
that were not previously possible.
Bridging Digital Transformation and Shareholder Value
Ossama believes that one of the most critical challenges for leaders is
connecting digital transformation initiatives with tangible shareholder value.
To achieve this, he emphasizes the importance of creating a well-articulated
value story that aligns the aspirations, challenges, and objectives of
stakeholders with the capabilities and enablers offered by digital
transformation. By fostering collaboration between stakeholders and
transformation leaders, both parties can jointly identify opportunities where
technology can deliver measurable outcomes and business impact. Ossama further
advocates for a quick-win approach, starting with a clearly defined segment of
work that provides immediate value. This strategy allows stakeholders to
recognize benefits early in the transformation journey, creating momentum and
establishing confidence for larger, longer-term initiatives. According to him,
this method ensures that digital transformation is seen not as an abstract
exercise but as a concrete, value-driven endeavour that supports the broader
strategic goals of the organization.
A Future of Impact
Looking to the future, Ossama envisions GBM playing a critical and sustained
role in driving digital transformation across the GCC. He notes that for over 35
years, GBM has adapted to the ever-changing technology landscape while
continuously investing in people, skills, partnerships, and innovative
technologies. The organization’s approach spans across product-attached
services to broader professional services, operational management, and the
development of new frameworks around AI, security, automation, and
infrastructure platforms. Having an agile and flexible operational model that
can continuously adapt to the evolving deployment requirements of customers
throughout the GCC is critical. This long-term commitment ensures that GBM
remains a trusted partner for organizations seeking to harness digital
technologies effectively, enabling clients to meet both current and future business
needs while maintaining a competitive edge in the region.
