Middle East Cloud Market Maturity Fuels Triple Digit Growth for 4C

The Salesforce platinum partner is now looking to drive adoption of the industry’s leading cloud-based CRM platform in the region’s booming retail and entertainment segments

Building on a recent infusion of investment by Salesforce Ventures, 4C, the customer-obsessed digital transformation consultancy, has capitalized on the Middle East’s rapidly maturing cloud market to grow its customer base by 50%, resulting in another year of triple digit revenue growth. Recognizing that the adoption of Solution-as-a-Service (SaaS) offerings in the region is at an all-time high, the company has invested in doubling its workforce, and tripling its office space over the same period.

Also contributing to 4C’s impressive performance in FY18-19, was its establishment of a Marketing Specialised Team focused on enabling B2C companies with marketing automation. Elaborating on this strategic decision, Jake Callaway, Managing Director, MENA at 4C said, “Having successfully empowered the digital transformation of organizations across manufacturing, real estate, business services and our other focus B2B verticals, we are now keen to replicate these successes with retail, entertainment and other consumer-oriented businesses. With its ability to deliver a holistic understanding of the customer ─ including their preferences, dislikes and buying triggers ─ Salesforce can be an invaluable asset to these organizations.”

As the largest independent Salesforce Platinum partner in the EMEA region, 4C has a proven track record in delivering consultancy, implementation and support services. The company was first-to-market in EMEA with a Contract Lifecycle Management offering, and is recognized globally as one of the leading providers of configure, price and quote (CPQ) services. 4C is also one of a select group of consultancies capable of delivering a single data model for marketing, sales, B2B commerce and services based on the Salesforce Customer 360 model.

These stand-out capabilities have enabled 4C to successfully add leading businesses across the region to their customer base. “Our global presence and platinum partner position within the Salesforce ecosystem give us access to a wealth of resources that supplement our local expertise,” explained Callaway. “This wider perspective has enabled us to lead the Middle East market in the introduction of relevant new services and the incorporation of industry best practices.”

Looking ahead, 4C plans to spearhead the development of product specializations in Artificial Intelligence (AI), B2B commerce and application interoperability from its Middle East headquarters in Dubai. The company is expanding its CSR initiatives and giving back to the community through partnerships with local Universities for internship programs, and its commitment to Pledge 1% ─ a model that promotes the integration of philanthropy into business.

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