In this interview, Patricia Preysler shares her journey through her roles at Salesforce, CTI, and various youth mentoring programs. She discusses her passion for helping both businesses and individuals grow, focusing on digital transformation for SMEs in the Middle East and Africa. Patricia highlights the unique challenges and opportunities SMEs face in these regions and how she leverages Salesforce tools to support their growth. She also talks about her work as a Co-Active Coach, the success stories from her mentoring initiatives, and the key lessons she has learned from working with SMEs and youth.
Can you share your journey to your current roles at Salesforce, CTI, and various youth mentoring programs, and what motivated you to pursue these paths?
Patricia Preysler: My career has been driven by a passion for growth—both for businesses and people. At Salesforce, I lead efforts in digital transformation and help companies maximize their sales capabilities, particularly focusing on medium-sized enterprises. My role as a Co-Active Coach (certified by CTI) complements this, as it allows me to coach individuals on leadership and personal development. I’m also deeply committed to youth mentoring, having worked with organizations like Technovation and GEMS Academy, where I help young people, especially girls, to develop skills in technology and leadership. The desire to inspire others to thrive is what fuels all these endeavors.
What are the unique challenges and opportunities you encounter when working with SMEs in the Middle East and Africa?
Patricia Preysler: SMEs in the Middle East and Africa face unique challenges related to resource constraints, limited access to capital, and market volatility. However, these regions also offer enormous growth potential. The entrepreneurial spirit is vibrant, and there is a strong hunger for digital transformation, which opens significant opportunities. Governments and private sector players are increasingly focusing on supporting SMEs, which further accelerates their potential to scale.
How do you leverage your experience at Salesforce to help SMEs grow and thrive in these regions?
Patricia Preysler: At Salesforce, we provide SMEs with cloud-based solutions that drive efficiency, scalability, and customer engagement. My role is to understand the needs of these businesses and help them harness the power of Salesforce’s platform, tailoring solutions to the specific challenges they face in the Middle East and Africa. By doing so, I ensure that these businesses can leverage digital tools to streamline operations and accelerate growth.
Can you describe a particularly successful project or initiative you’ve led at Salesforce for SMEs in the Middle East and Africa?
Patricia Preysler: One of the most impactful projects I’ve led was helping a fast-growing SME in the e-commerce space scale its operations using Salesforce. We implemented an end-to-end CRM system that allowed them to manage customer relationships, automate sales processes, and gain deep insights into their market. This project resulted in a 30% increase in sales productivity and improved customer satisfaction. It was particularly rewarding because it demonstrated the power of digital transformation for an SME’s growth trajectory.
What inspired you to become a Co-Active Coach, and how has this training influenced your professional approach?
Patricia Preysler: I became a Co-Active Coach because I believe that true success is not just about business metrics but about personal fulfillment and leadership development. The Co-Active coaching model empowers individuals to tap into their own potential and lead from a place of authenticity. This training has profoundly influenced my approach at Salesforce and in my mentoring roles, as I now bring a deeper understanding of leadership and emotional intelligence to the teams and individuals I work with.
Can you share a success story from your mentoring work at Technovation, TAP, GEMS Academy, or UC3M?
Patricia Preysler: At Technovation, I mentored a group of young girls who developed an app aimed at improving recycling habits in their local community. Their project won a regional award and was recognized globally for its innovation. Seeing these young women develop not only the technical skills but also the confidence to present their ideas on a global stage was incredibly fulfilling. It reinforced my belief in the importance of mentoring as a tool for empowerment.
What trends do you see emerging for SMEs in the Middle East and Africa, and how should businesses prepare for them?
Patricia Preysler: The most prominent trends I see include digital transformation, the rise of e-commerce, and sustainability initiatives. SMEs that embrace these trends—by investing in technology, focusing on online sales channels, and adopting sustainable business practices—will be better positioned to thrive. Additionally, as the regulatory environment continues to evolve, businesses must stay agile and be ready to adapt to new compliance and market demands.
How do you approach cultural differences when working with diverse teams and clients across the Middle East and Africa?
Patricia Preysler: Cultural sensitivity is crucial when working across such diverse regions. I approach this by staying curious and open to learning from the people I work with. I make it a priority to understand the unique cultural contexts of each country and tailor my approach accordingly, whether it’s how I communicate or how I engage in business negotiations. Building strong relationships based on mutual respect is key to navigating cultural differences effectively.
What advice do you have for aspiring entrepreneurs in the Middle East and Africa looking to grow their SMEs?
Patricia Preysler: My advice is to embrace technology early, seek out mentorship, and focus on building a strong customer-centric brand. Entrepreneurship is challenging, but with the right tools and mindset, the opportunities are immense. Also, don’t be afraid to pivot and adapt to market changes—agility is one of the most valuable traits for an entrepreneur in these fast-evolving regions
What are some of the biggest lessons you’ve learned from your experience working with SMEs and mentoring youth?
Patricia Preysler: One of the biggest lessons is that resilience and adaptability are key to long-term success. SMEs and young people alike often face setbacks, but those who are willing to learn from failure and keep pushing forward are the ones who succeed. Additionally, the power of collaboration and community cannot be underestimated. Whether in business or personal growth, surrounding yourself with the right people can make all the difference.
Also Read: