Case Study: Dell Asia Pacific achieves rapid emerging‑market expansion and 200+ additional weekly purchase orders with SAP Sales Cloud (CallidusCloud CPQ)

Dell Asia Pacifi c Penetrates Emerging Markets with CallidusCloud CPQ

Dell Asia Pacific, a high‑tech division driving half of Dell’s commercial revenue in the region, needed to roll out an online indirect e-commerce platform across South Asia and Korea to over 20 countries and 70 distributors. Lacking an online presence in indirect markets, the team faced nonstandard, manual quotation and purchase‑order processes, frequent price negotiations, and the challenge of finding a low‑cost, globally scalable order‑fulfillment solution.

By deploying CallidusCloud CPQ, Dell APAC implemented a transparent price book, customizable product catalogs, shopping cart and workflow automation to streamline complex quoting and fulfillment—rolling out at roughly one region per quarter without heavy IT consulting. The platform delivered 24x7 access, a quotation generator, volume‑based discounts, partner activity tracking, and measurable gains: saves sales about 20 hours per week, drove a 200+ increase in purchase orders per week, and onboarded 70 distributors across 20 countries.

Dell

Stefanus Novianto

Online Technical Architect