Digital Transformation at Electrolux Professional, Beyond CRM

New Horizons

After seventeen unforgettable years at illycaffè, years filled with growth, innovation, and shared successes, I felt the need for new horizons. The gratitude for all that we had built together was immense, but equally strong was the desire to explore new challenges and test myself in unknown contexts.

The Challenge at Electrolux Professional

My new adventure took shape at Electrolux Professional, where I was given an exciting mission: to elevate the global digital marketing function to a new level of excellence, enriching the team and leading the implementation of a sales CRM, Salesforce.

The Transformation Journey

As often happens, the real challenge did not wait. From the day after my arrival, I found myself facing the task of reorganizing and strengthening the team, but also implementing the CRM on a global scale. This assignment led me to travel the world twice in just eight months, an unprecedented induction that allowed me to meet all the sales teams, listen to them, understand their needs, and share their aspirations. This experience was not only fantastic but also incredibly enriching.

A Wonderful Team

I was fortunate to be surrounded by a wonderful team. The harmony was immediate, and as we know, when teamwork is based on harmony and shared goals, results are quick to follow. Together, we not only redesigned the sales processes but also created a top-level digital marketing function capable of supporting local markets with skill and efficiency. Technology, of course, was a fundamental ally: from the introduction of marketing automation to a Customer Data Platform for optimal database management.

Beyond CRM

However, the biggest challenge was promoting CRM adoption among sales teams. Often, the importance of the tool itself is overestimated, forgetting that without adequate processes, no tool can really make a difference. True transformation requires a change that involves various departments, a complex journey that deserves its own in-depth discussion and naturally can differ from company to company.

Towards Consultancy

Now, enriched by this vast experience and the skills acquired, I have chosen to embark on the path of consultancy, offering my support to companies ready to navigate the challenges of digital transformation. The decision to become a consultant represents yet another leap for me, a bold step into uncertainty that, however, is based on the solid conviction of being able to significantly contribute to the success of other business realities.

An Invitation to Companies

My journey continues, and the invitation is open to all companies that, in the digital age, seek to reinvent themselves, innovate, and grow. Together, we can discover new horizons, turning challenges into opportunities and changes into springboards towards the future