Process intelligence software company, Celonis, is scaling up its presence in Australia and New Zealand (ANZ) with ambitious and clever growth strategies.
The company, which initially started with a single employee in the region, now operates with a team of ten and has plans to solidify its foothold before expanding further into the broader Asia-Pacific (APAC) market.
In an interview, Pascal Coubard, who leads Celonis' ANZ operations, explained that the company has made significant strides in a short time.
"We started three years ago with one person—Jack Vasley, a value engineer returning from London to Sydney—and since then, we've secured five customers," he said. These customers include major players like Queensland Health, Lion, Optus, and Allianz.
Coubard, who joined Celonis in January 2024, has been tasked with leading the company's growth in the ANZ region.
"My number one mission is to build a strong business in ANZ, which is our cornerstone for the wider region," he said. "We've grown from one to ten people, but we are still a small team with big ambitions."
Partner Ecosystem and Customer Relationships
Key to Celonis' strategy is leveraging partnerships with consulting firms like Deloitte, Accenture, and Infosys.
These partners extend the company's market reach, helping Celonis connect with potential clients. "Our partners know the market well and are already working with the companies we target," Coubard explained. "We consider them an extension of Celonis."
Another important focus is maintaining strong relationships with existing customers. "Customer success is our success," Coubard said.
"We prioritise delivering the value we promise. We meet with customers regularly, whether face-to-face or virtually, as that connection is essential." He added that Celonis recently launched a user group, where customers like Queensland Health and Zespri share their experiences with the software.
In addition to customer engagement, recruiting the right talent is high on the agenda. "Building the right team has been my top priority," Coubard said. "It takes time, but we need top talent to help us grow. We are not just a startup in this region; we have global customers and a solid foundation."
Future Challenges and APAC Expansion
Looking ahead, Celonis aims to replicate its success in ANZ across the wider APAC region, with Singapore identified as the next major market. "Singapore will be a crucial step for us, and having a local team there will make a difference," Coubard said. "We are currently working through partners, but having Celonis employees on the ground will be a game-changer."
Coubard acknowledged the challenges of operating in such a diverse region. "APAC is incredibly varied, with language barriers and different market dynamics," he noted. "For now, our focus is on ASEAN countries, particularly Singapore and India. India will become a specific focus for us next year due to the size of the market and the opportunities it presents."
Celonis is also navigating the complexities of promoting artificial intelligence (AI) solutions within the region. "AI is everywhere now, and our customers expect us to integrate AI and automation into our offerings," Coubard said. He emphasised that the company is gradually rolling out its AI-powered solutions, including co-pilot features, across existing customer projects.
Long-Term Vision
Despite the challenges, Coubard remains optimistic about the company's future in ANZ and beyond. "We need to make it right in Australia and New Zealand first—that's our foundation," he said. "Once we succeed here, the next step will be expanding into ASEAN markets."
Reflecting on the company's growth trajectory, Coubard cited the example of Celonis' success in Japan. "Japan started with ten people, just like us, and now they are 70. I'm not saying we'll grow to that size, but it gives you an idea of what's possible," he said.
Coubard also highlighted the importance of patience and steady progress. "We don't believe in a big bang approach," he said. "We prefer to start with one key process, prove its value, and build from there. It's about growing iteratively and sustainably."
As the company looks to double its headcount in ANZ over the next year, Coubard stressed the need to balance growth with performance. "It's a chicken-and-egg situation. We need to show success first before we scale further."
"Our success will depend on how quickly we can learn and adapt in this dynamic market. There are no boundaries—only possibilities."
