FEATURE: SOFTWARE-AS-A-SERVICE
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WE HAVE THE EXPERTISE AND
EXPERIENCE TO DEMONSTRATE HOW
A NEW CRM PLATFORM WILL HELP
EXECUTIVES MEET THEIR GOALS.
effective tool which enables our sales reps
to quickly and accurately quote for their
clients, utilising complex product bundles
and discount approvals, all from the
Salesforce Platform.
Could you specify two or three
products you believe will have
an impact on the market in the
next year?
4C is embracing new technologies developed
on the Salesforce Platform which have the
potential to transform the way traditional
businesses in the region operate. We expect
the focus to be on tools that help businesses
to increase their current efficiencies.
The 4C Dubai team
The two core products that we expect to see
significant adoption in the coming year, are
Salesforce CPQ and Field Service Lightning.
CPQ is aimed at increasing the operational
efficiency of sales reps, whereas Field Service
Lightning is focused on driving efficiencies in
the onsite post sales services.
What plans do 4C have to
cater for changing consumer
demands and industry
trends in the region over the
next few years?
We continue to align ourselves very closely
with the wider 4C Group across Europe
and look to ensure that our consultants
are always best positioned and enabled
to help our customers gain a competitive
advantage based on industry trends
witnessed in other regions. Knowledge
transfer between 4C entities has never been
more important and forms a large part of
the unique 4C experience our customers are
exposed to.
Jake Callaway
working with the
Dubai team
functional business operations into technical
documentation highlighting opportunities
for digital transformation.
What in your opinion will be
the biggest trends for the CRM
industry in the coming year?
As market volatility continues, customers
in the region are becoming increasingly
46
INTELLIGENTCIO
focused on ensuring their sales reps are
highly efficient, spending more time meeting
potential customers (selling) and less time
completing the associated paperwork
involved in a quoting process.
4C believes this change in behaviour, lends
to the increase in adoption of ‘Configure,
Price and Quote’ tools to help streamline
sales efforts. Salesforce CPQ is a highly
How do you feel business in
the region could learn from
organisations in Europe
when it comes to digital
transformation?
Digital transformation barriers in the region
are being lowered as many companies
are looking to follow the Government’s
innovation drive towards the Expo 2020. This
acceptance and understanding of the need
to digitise is something that organisations
in Europe have led the way in embracing.
4C is witnessing the increased need for
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