Salesforce Eyes Nigeria for Regional Expansion, Hires Business Development Lead

American software giant, Salesforce, is making its mark in Nigeria with plans to establish a physical presence in the country. This development comes on the heels of the company appointing Sandra Adesuwa Ebere as its Business Development Lead for Nigeria.

During a media roundtable held on November 15, 2024, Salesforce outlined its strategy, emphasizing Nigeria’s importance as a key market for its customer relationship management (CRM) solutions. The appointment of Ebere is the first step in its efforts to expand operations within the country.

Salesforce says it is keeping an eye out for potential opportunities and therefore remains dedicated to expanding its footprint in the region and delivering innovative solutions to meet the growing demands of customers.

Looking at the Broader Context

This announcement follows Salesforce’s decision to restructure its operations globally, which included significant layoffs. Last year, the company reduced its workforce by 10%, affecting employees in regions like Ireland, as part of its efforts to streamline and sustain growth.

Interestingly, these layoffs coincided with Salesforce’s increasing focus on Africa, where the company has experienced substantial returns in countries like South Africa and Morocco. With strategic partnerships in place—such as collaborations with MTN, Vodacom, and Standard Bank—Salesforce has steadily grown its influence across the continent.

Ebere’s Strategic Role

Ebere’s role is very important to Salesforce’s vision for Nigeria. Despite being with the company for just five months, she has already made a significant impact by closing the largest Slack deal in Nigeria within three months of joining. The company describes her as “a very important and strategic appointment.”

Salesforce’s Future in Africa

As the demand for artificial intelligence (AI) tools continues to rise, Salesforce aims to capitalise on the growing interest across Africa. While South Africa and Morocco have been key focus areas, the expansion into Nigeria signals a broader commitment to the continent.

Meanwhile, Salesforce’s approach stands in contrast to other multinational firms, such as Microsoft, which recently laid off employees in its Kenya operations. Despite global challenges, Salesforce is betting on Africa’s burgeoning tech market to drive future growth.