Streamlining Sales Processes for Greater Efficiency

In its early days, SEACOM focused on selling a limited number of large wholesale solutions, but as the company diversified into enterprise technology solutions, the volume of deals increased significantly. With the expansion into selling connectivity, cloud, and security products across South and East Africa, SEACOM faced the challenge of managing a much higher volume of transactions with greater speed and accuracy.

Sales Cloud, implemented by CloudSmiths, became the backbone of SEACOM’s sales journey, from lead generation to service delivery. Automation within Sales Cloud allowed SEACOM’s sales teams to capture leads more effectively, improving their conversion rates. Automated approval requests built into Salesforce also sped up governance and sales reporting processes, enabling quicker decision-making and more efficient operations.

This streamlined process allowed SEACOM to adapt to the demands of enterprise sales, where speed and efficiency are critical. The automation of these processes significantly reduced manual work, allowing SEACOM’s sales teams to focus on what matters most—serving their customers.

Revolutionising Customer Onboarding

One of SEACOM’s major pain points was the lengthy and complex customer onboarding process. This process, which involved multiple steps including credit checks, compliance procedures, and internal approvals, often took up to 21 days to complete. Recognising the need for improvement, SEACOM’s developers, with the support of CloudSmiths, built a custom onboarding app using Lightning Web Components on Salesforce.

The new onboarding app streamlined the entire process, reducing the time required from 21 days to just three days. This drastic reduction was made possible by automating various steps of the onboarding journey, from due diligence checks to the creation of accounts in SEACOM’s ERP system. By cutting out manual input and administrative delays, SEACOM was able to get customers up and running faster, enhancing customer satisfaction and allowing the company to deliver its services more efficiently.

Enhancing Employee Experience and Operational Transparency

SEACOM’s growth required not only improvements in customer-facing processes but also enhancements in the internal employee experience. The calculation and payment of sales commissions, which was previously managed through complex Excel spreadsheets, was a significant source of stress and inefficiency. CloudSmiths helped SEACOM transition this process to the Salesforce Platform, where commissions are now calculated automatically.

With the new system in place, both key account managers and sales team managers have access to user-friendly dashboards that provide real-time insights into their performance against sales targets. This transparency has not only improved trust and morale among employees but also provided SEACOM with a more reliable way to guide performance and identify issues as they arise.

The improvements have been well-received internally, with Shereen Rimmell, Head of Business Operations at SEACOM, noting the positive feedback from teams who now see the Business Ops team as more efficient and responsive. This shift in internal dynamics has been crucial in supporting SEACOM’s ongoing transformation and expansion into new markets.

Adapting to New Challenges with Agility and Simplicity

The COVID-19 pandemic tested SEACOM’s ability to maintain its operations while adapting to a rapidly changing environment. With the support of CloudSmiths, SEACOM was able to continue improving its processes through Salesforce, even while working remotely. The flexibility and agility of the Salesforce Platform, coupled with CloudSmiths’ expertise, allowed SEACOM to simplify complex tasks and keep things running smoothly during challenging times.

This ability to adapt and innovate has been key to SEACOM’s success in meeting customer demands and staying ahead of the competition. As SEACOM continues to explore new markets and expand its offerings, the intelligent use of technology, supported by CloudSmiths, will remain a cornerstone of its strategy.

Setting the Foundation for Future Growth

SEACOM’s partnership with CloudSmiths and the implementation of Salesforce Sales Cloud and Lightning Platform have laid a strong foundation for the company’s continued growth. By streamlining sales processes, revolutionising customer onboarding, and enhancing employee experience, SEACOM has positioned itself to serve more customers and extend the power of connectivity across Africa. The technological advancements made possible by Salesforce and CloudSmiths have not only addressed immediate challenges but also set the stage for future innovation and success in an increasingly competitive market.