The tool they abandoned became the way they work.
CoreMedia is a global digital experience company, headquartered in Hamburg and building CMS technology for eCommerce since 1996. Cloud Integrate replaced an over-customised, dysfunctional CPQ with unified revenue operations on Salesforce, reaching full adoption and reducing operational cost by two FTE.
CoreMedia · Content and commerce platform Growth the system could not keep up with.
With offices in Hamburg, London and Arlington in the Washington DC area, and a flagship CMS for eCommerce, CoreMedia was growing and acquiring. The commercial infrastructure needed to keep pace with the business it was supposed to serve.
Three ways the system fought the business.
Customised into dysfunction.
The existing CPQ had been over-customised to the point of dysfunction: hardcoded configurations made it inflexible and poorly aligned with the business, producing low user adoption and frequent errors in product configuration.
Pricing by email.
Quotes and templates were never properly configured, so users communicated pricing by email. Visibility into contracts and renewal management was severely limited.
Reporting by hand.
Reporting was assembled manually in Excel, consuming time and producing inaccurate data. Revenue forecasting was unreliable, and leadership knew it.
The system meant to drive commercial operations had become the primary obstacle to them.
One click from configuration to signature.
Cloud Integrate implemented a fully digitalised product configuration process within Salesforce, with automated bundling and quotation that eliminates configuration errors and a multi-level approval process that ensures compliance and accountability. Users generate quotes with a single click from pre-configured templates, e-signature accelerates the approval cycle, and order forms are generated directly within Salesforce.
Opportunity management, quoting and contracting are unified on one platform, giving end-to-end visibility from pipeline to revenue recognition. Real-time dashboards for MRR, ARR and forecasting replaced the manual Excel process, and the standardised way of working was rolled out across all markets, including a newly acquired company.
| From | To |
|---|---|
| A CPQ customised into dysfunction | Automated configuration that prevents errors |
| Pricing communicated by email | One-click quotes with e-signature |
| Reporting assembled by hand in Excel | Real-time MRR and ARR dashboards |
| Forecasts nobody trusted | Forecasting leadership relies on |
| Every market working its own way | One commercial platform, acquisitions included |
Full adoption, two FTE lighter.
CoreMedia achieved full user adoption: the very platform users had abandoned is now central to daily operations. Operational cost fell by two FTE through process automation and the elimination of manual reporting. Revenue-defining processes are unified across markets, the newly acquired company was onboarded onto the same standardised platform, and forecasting is accurate, real-time and trusted by leadership.
The obstacle became the operation.
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