Unlocking the power of B2B Marketplaces in Telecommunication Service Providers

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Mihajlo Prerad1

Digital transformation is not just a trend but a necessity for companies striving to stay competitive. At the forefront of this transformation is Readiness IT, a leading player in the field, leveraging its expertise to drive innovation and efficiency.

In this exclusive interview, Readiness IT’s Chief Commercial Officer, Mihajlo Prerad, sheds light on the company’s deep understanding of the Telco market and the pivotal role of Salesforce Communications Cloud in shaping the industry’s future.

Interview with our Salesforce Sales expert

Readiness IT: Thank you for joining us today, Mihajlo. To start, can you tell us a bit about Readiness IT’s expertise in the Telco market and how it translates to your work with Salesforce Communications Cloud?

Mihajlo Prerad: Sure. At Readiness IT, we have a deep understanding of the telecommunications industry, having worked with various Telco companies across different regions. This experience allows us to translate their specific needs and challenges into effective solutions using several technologies and now especially Salesforce Communications Cloud. We understand the details of their workflows, product offerings, and customer interactions, which is crucial for successful implementations.

RIT: As a leader in the industry, what are your thoughts on the overall impact of Salesforce on the digital transformation of the telecommunications sector?

MP: Salesforce has been a driving force in pushing telco companies towards digital transformation. Their innovative solutions, including Communications Cloud, empower us to embrace omnichannel communication, personalize customer experiences, and make data-driven decisions. This ultimately leads to a more agile and customer-centric business model, which is crucial for success in today’s competitive landscape.

RIT: What are the top 3 benefits Telco companies can expect from implementing Salesforce Communications Cloud?

MP: In my opinion, the top 3 benefits are, Enhanced Customer Experience: Communications Cloud provides a unified platform for managing all customer interactions, leading to smoother and more personalized experiences; the Improved Operational Efficiency: Automating key processes like quoting, order fulfillment, and service management streamlines operations, saving time and resources; and also the Increased Business Agility: The cloud-based platform allows Telco companies to adapt quickly to changing market demands and easily add new features and functionalities.

RIT: Based on your experience, what are some common pitfalls companies encounter during Communications Cloud implementations, and how can they be avoided?

MP: A common pitfall I notice is underestimating the importance of proper planning and design. Companies should carefully define their requirements and business processes before diving into the implementation. Additionally, neglecting to involve key stakeholders throughout the process can lead to misunderstandings and resistance to change. To avoid these pitfalls, companies should invest in upfront planning, involve all relevant stakeholders, and leverage the expertise of certified and experienced partners like Readiness IT.

RIT: Your Salesforce Team has been growing fast and has a diverse range of certifications related to Salesforce. Can you share some examples of how these combined skill sets work together in delivering projects for your clients?

MP: Our team’s certifications, ranging from Salesforce Admins to CPQ and Omnistudio developers, allow us to approach projects holistically. For instance, our Admins ensure a robust and secure platform foundation, while our CPQ developers configure the system to accurately reflect Telco’s product and pricing models. Omnistudio developers then create automated workflows and self-service portals, streamlining processes and improving the customer experience. This synergy ensures a comprehensive and well-rounded solution for our clients.

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To avoid any inconveniences, companies should invest in upfront planning, involve all relevant stakeholders, and leverage the expertise of certified and experienced partners like Readiness IT.

RIT: Can you share a specific instance where your team implemented a solution that demonstrably improved it for a client?

MP: We recently worked with a leading Telco company in South Africa that was struggling with manual quote generation and order fulfillment processes. This led to delays and inefficiencies, impacting on customer satisfaction. We implemented Salesforce Communications Cloud, automating the entire order-to-cash process. This not only reduced turnaround times significantly but also empowered their sales team to focus on building relationships with customers.

RIT: Readiness IT operates in several regions, and you are mentioning a client from South Africa. Are there any specific areas where you see the most significant growth potential for your services?

MP: We see significant growth potential in the Middle East, Africa, Latin America, and also in Europe. These regions are experiencing a rapid digital transformation within the Telco sector, and companies are increasingly looking to adopt cloud-based solutions like Salesforce Communications Cloud to enhance their agility and customer experience.

The Impact of 5G on Telecommunications

RIT: You mentioned that one of your goals is to turn Salesforce projects into the biggest business unit at Readiness IT. Can you elaborate on your strategies to achieve this?

MP: We are focusing on several key strategies. Firstly, we are continuously upskilling our team to maintain our expertise and stay ahead of the curve in the ever-evolving Salesforce landscape. Secondly, we are actively expanding our partnerships with leading Telco companies and Salesforce to reach a wider audience. Finally, we are investing in building a strong sales network in those mentioned locations.

RIT: How does Readiness IT assess the current market conditions for Telco companies considering the dynamic economic climate?

MP: We see positive indicators in the Telco market and for Communications Cloud adoption, with increased RFP requests, a strong sales pipeline, and growing interest from Tier 1 clients. Technology doesn’t stop. Or you move forward and thrive, or your company will stay behind its competitors, but we remain realistic about potential challenges, including economic fluctuations and delays in decision-making. However, our focus is on continuous improvement, strong client relationships, and clear value demonstration to overcome existing challenges and maintain a positive outlook.

RIT: Finally, what are you most excited about when it comes to the future of telco innovation?

MP: I’m most excited about the potential for hyper-personalization and the use of advanced analytics to predict and address customer needs proactively. Communications Cloud, with its ability to integrate with emerging technologies and leverage data insights, will be crucial in enabling this future. Providing a centralized platform for managing customer interactions and data will empower telco companies to deliver truly personalized and seamless experiences across all touchpoints.

RIT: Thank you once again, for sharing your valuable insights and expertise with us today.

MP: Thank you for having me today and for the opportunity to share my view.

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We see significant growth potential in the Middle East, Africa, Latin America, and also in Europe. These regions are experiencing a rapid digital transformation within the Telco sector.

Customer Experience in Telecommunications


As telecommunications companies navigate the complex terrain of digital transformation, solutions like Salesforce Communications Cloud emerge as beacons of innovation and efficiency. Through the lens of Readiness IT’s expertise and Mihajlo’s insights, we’ve gained a comprehensive understanding of the transformative potential of Salesforce in the Telco sector.

With a focus on customer-centricity, operational excellence, and strategic partnerships, Readiness IT will lead the charge toward a future where hyper-personalization and seamless experiences define the telecommunications landscape.


Mihajlo Prerad, Readiness IT’s Chief Commercial Officer

Mihajlo is a Chief Commercial Officer at Readiness IT and a seasoned leader in business consulting and sales, boasting an impressive 15+ years of experience in the Telecom sector across the EMEA region. His background reflects a deep understanding of the Telecom industry as he has tackled various stacks, from network to application layers, making him a valuable asset in guiding CSPs through complex transformations.

Mihajlo proactively engages with clients to understand their specific needs and collaborates closely to devise tailored solutions that drive exceptional business results. Through his guidance, CSPs are empowered to embark on successful digital transformation journeys, unlocking new opportunities for growth and innovation in the dynamic telecom market.

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