Majid Al Futtaim — Enterprise CRM & CPQ Across 3 Countries
An enterprise-wide Salesforce implementation — end-to-end Sales Cloud and CPQ for the property sales lifecycle across all Majid Al Futtaim properties in the UAE, Oman, and Egypt, including Tilal Al Ghaf and City Centre communities.
The Client
Majid Al Futtaim operates across the Middle East and North Africa — from Mall of the Emirates to master-planned communities like Tilal Al Ghaf. Its property business spans multiple countries, currencies, legal frameworks, and sales processes, all of which needed to run on one CRM platform without forcing every market into an identical mold.
This engagement was delivered during Ahmed's tenure as Software Solution Architect at PwC.
The Challenge
Multi-country CRM rollouts fail in one of two ways: either every market builds its own disconnected variant, or headquarters imposes a rigid single process nobody adopts. MAF needed a shared core — one data model, one pricing engine, one reporting layer — flexible enough to absorb per-country differences in payment plans, taxes, and sales workflows.
What Was Delivered
- End-to-end Sales Cloud for the full property sales lifecycle — enquiry, reservation, booking, and contract — deployed across the UAE, Oman, and Egypt.
- CPQ (Revenue Cloud) handling unit pricing, payment plan configuration, promotions, and quote generation — replacing spreadsheet-based pricing with a governed engine.
- Multi-country architecture — a shared core with market-specific extensions for currencies, taxation, and localized sales processes.
- Cross-functional delivery — coordinating developers, consultants, and stakeholders across markets through shared design documents, ERDs, and governance.
Architecture Highlights
Shared core, local flex
One data model and pricing engine with per-market configuration — avoiding both fragmentation and forced uniformity.
Governed pricing
CPQ rules encoding payment plans and promotions so every quote is accurate, approved, and auditable.
Regional reporting
Consolidated pipeline and sales reporting across countries for group-level visibility.
Delivery governance
Design authority, code review standards, and CI/CD practices keeping concurrent country workstreams consistent.
Capabilities Used
Why It Matters Now
Payment-plan pricing, governed quoting, and multi-market rollouts are recurring problems for GCC developers. These patterns now shape the pricing and payment-collection modules in Nogbase, and are delivered as consulting engagements through AqarWorks — including for developers expanding into Saudi Arabia.
Building something similar?
30-minute intro call — CPQ, payment plans, or multi-market CRM rollouts.