Msg

In the countries where we actively use uman, our revenue exploded

msg global builds software for insurance, banking and agribusiness across 24 countries, with 1,500 people and €161 million in revenue, and for years most of its deals arrived through its partnership with SAP. A broad portfolio spread across conflicting documents made it hard for sales to position the full offering on their own, and a year of manual cleanup never caught up with how quickly that portfolio changed. With uman, sales now opens customer conversations without pre-sales in the room, new services become sellable in under a day, and revenue has grown in every country where uman is live.

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The challenge

A portfolio nobody could see in one place

The offering was broad and spread across separate documents, decks and one-pagers, and the versions didn't always agree with each other.

Delivered work that left no trace

msg global had solved the same problems for customers many times over, particularly in cross-industry, but the references and use cases were never written down properly.

A sales organization built around a partner

msg global had never had to build its own commercial engine, relying on partners. Their sales were scattered, opportunistic and unbalanced.

Failed technology

SharePoint had already been tried and hadn't worked, and Copilot was looked at and set aside as too generic for a problem this specific to sales, marketing and lead generation.

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The solution: uman

msg global implemented uman as the single trusted source for its portfolio and sales operation.

With uman, msg global can now:

Make a new service sellable in under a day, where introducing one used to take weeks or months
Open the first customer conversation (and often the second) with sales fully prepared and no pre-sales required in the room
Give every seller one current view of the full portfolio, with references and use cases attached
Generate the outreach mail and the proposition, then write it back into the CRM without anyone documenting anything by hand
See which opportunities have genuinely stalled and clear them out of the forecast

Adoption came quickly, because the team could see the advantage for themselves rather than being told to use it.
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Why it matters

msg global's technical experts are no longer spending their week in early conversations they don't need to be in, so they're getting through more of the demos, proof of concepts and solution design that only they can do. The commercial team covers a region far larger than its size would normally allow, and every new service reaches the field in a day instead of a quarter. Most of all, msg global now sells for itself rather than through its partner. As Peter puts it, going from that dependency to a professional sales organisation was a big step, and it's the step that made the growth possible.