Several years ago I worked for a telecommunications company. It was your typical, triple-play provider, giving consumers and businesses the opportunity to purchase telephone, television and high-speed data services, either stand alone, or bundled together in a package. It was also not your typical triple-play provider, in that this company was providing these services to rural communities in the Midwestern United States, through a federally funded program that supported building out fiber to the home networks. I was on the finance team back then, with responsibility for coordinating all efforts through the proper reporting procedures to the federal government so the company secure its funding. This meant I had to navigate my way through delivery and provisioning teams, the technical teams responsible for building out the networks, and the product teams in order to get to the data I needed for reporting. It was quite the challenge with multiple, siloed systems, data all over the place, and in differing formats. So I did what any other finance person would have done since the company didn’t have a single, integrated system of record with all data in one place. I dumped all the data into Microsoft Excel, analysed and managed everything from within the spreadsheet application. It was a nightmare!

Facing Common Challenges

Rogers Communications, not the company I mentioned in the above paragraph, is a leading, diversified public communications and media company headquartered in Toronto, Ontario, Canada. Rogers is Canada’s largest wireless communications carrier as well as Canada’s largest cable television provider. Rogers faced similar challenges around how to deliver a unified solution to their customers through disparate, multiple systems. The Enterprise Business Unit at Rogers handles all business-to-business transactions, and is a combination of several historical business units, each of which had it’s own contracting and quoting systems when Rogers acquired the businesses. Prior to implementing Apttus, when a Rogers business customer wanted to purchase services from multiple Rogers business units, each separate business unit used its own quoting process and issued its own contract. As Michelle Asselin, Director, Deal and Contract Management at Rogers says, “When you are trying to sell as one Rogers, obviously this isn’t a very good message.”


“You really figure that out once you start to get into execution mode if you’ve picked the right platform”

Cameron McCormick, Senior Manger, Enterprise Process Automation, Customer Experience, Rogers

The Integrated Solution

Rogers Communications saw the need to consolidate information from multiple CRMs to help drive innovation and efficiency, as well as eliminate redundancy. The first step in their transformation was to merge three Salesforce orgs into one. At this point they also began searching for an integrated CPQ and CLM solution. This is when they discovered Apttus, and as Cameron McCormick, Senior Manger, Enterprise Process Automation, Customer Experience at Rogers says, “We really needed a product that was highly configurable and could handle the complexity of our pricing.”

The Benefits

After implementation of Apttus CPQ and CLM, as well as X-Author for Excel, Rogers now has sales forecasts tied to actual data and directly to product categories. Sales stages are linked directly to the progress of the opportunity through the system, and a single opportunity take a customer across all lines of business. Some of the benefits Rogers gained after implementation include a 64% reduction in quoting time, increased forecast accuracy, and improvements in the sales cycle time.

Want to learn more about how Rogers Communications leveraged Apttus to transform their business, watch Michelle Asselin’s session Speed up Your Deal and Optimize your Forecast with Integrated CPQ and Contract Management from Apttus Accelerate.