Case study
End-to-end B2B deal execution platform for a Middle East aesthetic-medicine distributor
A Salesforce B2B Commerce and Experience Cloud platform that moves the full deal lifecycle online - end-to-end deal visibility for the business and full transparency for clients. Sole technical architect, owning the solution end to end and leading a delivery team of nine.
A Salesforce B2B Commerce and Experience Cloud platform that moves the full deal lifecycle online, giving the business end-to-end deal visibility and clients full transparency. Sole technical architect, owning the solution end to end and leading a delivery team of nine.
Context
A Dubai-based distributor and service partner for aesthetic-medicine technologies, serving clinics across the Middle East with devices, clinical training, biomedical engineering and after-sales service. ~$65M revenue, several hundred employees. Deal execution previously fell back to offline tasks and in-person sales visits, with little visibility into where each deal stood; the company wanted internal and external users to run the full deal lifecycle online.
Role
Salesforce Technical Architect, the sole architect on the engagement, leading a delivery team of six developers, two QA and a BA. Owned technical and solution architecture end to end, set up the development lifecycle and DevOps, ran business analysis and requirements, managed stakeholders, and contributed hands-on Apex and LWC.
System landscape
| Layer | Components |
|---|---|
| Users & access | Internal and external users via the Experience Cloud portal; Salesforce as SSO IdP |
| Experience / portal | Salesforce Experience Cloud (Dynamic Lightning Pages, LWC), multi-language with RTL support, multi-currency |
| Commerce | Salesforce B2B Commerce Cloud (store) |
| Deal execution engine | Salesforce-native business-process and task-management engine (Apex, Apex Triggers, Flow, Platform Events) |
| Documents & signature | Conga Composer (document generation), DocuSign (e-signature) |
| Integrations | WhatsApp via Twilio, Microsoft GP (ERP) via Jitterbit Harmony, Google Tag Manager |
| Comms & notifications | Email Templates, in-app notifications |
| DevOps | Copado, Git, Jira Automation |
What I drove
- Architected and delivered the end-to-end B2B contracting and commerce solution as sole technical architect, leading a team of nine
- Moved the full deal lifecycle online, so internal and external users execute deals in-portal instead of falling back to offline tasks
- Gave the business end-to-end deal visibility (stage, owner and bottlenecks) and clients full transparency into their own deals
- Reduced routine in-person sales visits by handling small deal matters self-service in the portal
- Delivered the Experience Cloud portal with multi-language (including RTL), multi-currency, document generation (Conga) and e-signature (DocuSign)
- Integrated WhatsApp (Twilio) and Microsoft GP via Jitterbit, and stood up the DevOps lifecycle (Copado, Git, Jira automation)
Timeline & team
~22 months, completed 11/2023. Team: sole TA leading 6 developers, 2 QA and a BA.