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Creatio

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Overview

Creatio is a comprehensive suite of business process automation and customer relationship management (CRM) tools, built on a robust and flexible architecture. Here's an overview of its key components and features:

Core Platform: Studio Creatio

Studio Creatio is the foundational platform of the Creatio suite, offering a no-code environment for automating workflows and building applications. It features a business process management (BPM) engine, allowing users to design, execute, and monitor complex business processes using a drag-and-drop interface based on BPMN 2.0. The platform is built on a composable no-code architecture, enabling users to assemble applications from pre-built, reusable components without coding.

Key Features

  • No-Code Customization: Allows non-technical users to customize and extend the platform's functionality using visual editors and wizards.
  • AI and Automation: Includes built-in AI tools to enhance automation capabilities, such as generative AI and automated case routing.
  • Integration and Compatibility: Supports integration with various external systems using .NET, REST, SOAP, OData, and open APIs.
  • Mobile Access: Provides a mobile app for iOS and Android, enabling users to access key functionalities and data on the go.
  • Security and Scalability: Ensures enterprise-grade scalability and security, with features like component fault tolerance and meticulous access permission distribution.

Specific Products

  1. Marketing Creatio: An omnichannel platform for capturing and nurturing leads, including features like lead generation, email marketing, and multi-channel campaign management.
  2. Service Creatio: A multi-channel customer service platform with case management, knowledge management, and AI-powered case routing.
  3. Sales Creatio: Integrates with the core platform to manage sales processes efficiently.

Architecture

Creatio follows a classic 3-tier architecture consisting of data, application, and presentation layers. The presentation layer uses technologies like Angular and JavaScript, while the application layer is built on the .NET platform (C#) and handles core business logic.

Marketplace and Customization

Creatio Marketplace offers ready-to-use apps, plugins, add-ons, and templates that can be integrated into the platform to extend its functionality. Users can also share and monetize their custom applications through the marketplace. Overall, Creatio provides a unified and flexible platform for automating end-to-end customer and revenue processes, with a strong focus on no-code customization, integration, and scalability.

Leadership Team

Creatio, a global vendor of no-code platforms for workflow automation and CRM, is led by a group of experienced and innovative executives. Here's an overview of the key leadership team members and aspects:

CEO - Katherine Kostereva

Katherine Kostereva is the founder and CEO of Creatio. Under her leadership since 2014, Creatio has achieved significant recognition, including:

  • Named a Leader in several Gartner Magic Quadrants and Forrester Waves
  • Kostereva named one of The Top 50 Women Leaders in SaaS of 2023 by The Software Report
  • Kostereva recognized as EY Entrepreneur of the Year 2023 New England

Key Executives

  • Andy Zambito: Global Chief Sales Officer
  • Andie Dovgan: Chief Growth Officer
  • Sergey Sorokin: Chief Operating Officer (COO)
  • Olivia Hourihan: HR Director
  • Jason Olkowski: Chief Customer Officer
  • Darren Lewis: Chief Sales Officer, Europe
  • Alex Donchuk: Senior Vice President (SVP) of Channels
  • Sunniya Saleem: Vice President (VP) of Digital Marketing
  • Vitaly Gdulya: Chief Platform Officer

Leadership Responsibilities

The Leadership Team at Creatio is responsible for:

  • Setting strategic direction and overarching policies
  • Enhancing operational efficiency
  • Forging strategic partnerships
  • Ensuring alignment with the company's vision of delivering low-code solutions
  • Fostering a culture of collaboration
  • Empowering teams
  • Navigating market opportunities across diverse regions

Company Values and Culture

Creatio's leadership team is guided by five core values:

  1. One Team
  2. Genuine Care
  3. Passion
  4. Grow every day
  5. Strive for excellence These values are integral to the company's culture, emphasizing teamwork, care for clients and partners, continuous growth, and commitment to excellence.

Performance and Growth

Under the leadership team's guidance, Creatio has achieved impressive growth:

  • Valuation of $1.2 billion
  • 700 employees in seven offices
  • Local presence in 25 countries
  • Strong relationships with thousands of customers and partners globally The leadership team continues to drive innovation and expansion in the no-code platform and CRM industry.

History

Creatio, a global provider of no-code platforms for workflow automation and CRM, has a rich history of growth and innovation. Here are the key milestones in the company's journey:

Founding and Early Years

  • Founded in 2002 as bpm'online
  • Initially focused on process automation and CRM solutions
  • Developed low-code and no-code solutions for business process automation and customer relationship management

Growth and Recognition

  • Achieved significant growth over the years
  • Named a leader in several Gartner Magic Quadrants:
    • Sales Force Automation
    • B2B Marketing Automation Platforms
    • Enterprise Low-Code Application Platforms
  • Recognized in Forrester Wave reports for:
    • Sales Force Automation
    • Low-code Platforms for Business Developers

Rebranding

  • October 2019: bpm'online rebranded as Creatio
  • Rebranding reflected the company's vision of enabling anyone to become a developer and automate business ideas quickly
  • Celebrated with a significant event, including a skydiving stunt involving the CEO and over 160 employees

Recent Milestones (2021)

  • Achieved a record net retention rate of 132%
  • Launched over 10 million workflows daily in 100 countries
  • Scaled global team to over 700 employees
  • Received a $68M minority investment led by Volition Capital
  • Released eight platform updates to enhance no-code, workflow automation, and CRM offerings
  • Hosted several events:
    • No-Code Hackathon
    • Low-Code Marathon
    • Financial services industry event focused on no-code technologies

Current Status

  • Global provider of a unified platform for industry workflow and CRM automation with no-code capabilities
  • Offers a range of tools:
    • Marketing, sales, and service CRM applications
    • Industry-specific workflows
    • Marketplace for additional solutions
  • Known for commitment to genuine care for clients and partners
  • Continues to innovate and expand offerings in the no-code and low-code space Creatio's history demonstrates a consistent trajectory of growth, innovation, and adaptation to market needs, positioning it as a leader in the no-code platform and CRM industry.

Products & Solutions

Creatio offers a comprehensive range of products and solutions designed to streamline operations, enhance customer engagement, and automate various business processes within a unified, AI-native, no-code platform. Here are the key aspects of their offerings:

Unified AI-Native No-Code Platform

Creatio's platform enables users to create applications and automate enterprise workflows without coding. This is achieved through visual designers and natural language, making it accessible to those without special technical skills.

CRM Solutions

  • New Era CRM: Offers AI-native CRM automation to drive revenue growth, enhance productivity, and elevate customer experience. It features predictive, generative, and agentic AI capabilities, unified UI/UX, and end-to-end workflow automation.
  • Sales, Marketing, and Service Automation: Automates sales processes, marketing campaigns, and customer service workflows. It enables cross-team collaboration, increases campaign efficiency, and enhances customer experience through a 360-degree customer view and AI/ML-generated insights.

Key Features

  1. Unified CRM Experience: Boosts productivity and collaboration with a unified UI/UX and shared database.
  2. 360-Degree Customer View: Provides full visibility into customer profiles, interaction history, and AI-generated insights.
  3. Unlimited No-Code Customization: Allows creation of unique business applications and customization of core modules using no-code tools.
  4. End-to-End Workflow Automation: Automates CRM, operational, and vertical-specific workflows.
  5. Real-Time Analytics and Reporting: Offers extensive built-in analytics, reporting, and KPI monitoring tools.

Industry-Specific Solutions

  • Banking and Financial Services: Tailored solutions for automating front and middle office workflows, customer onboarding, account opening, loan management, and debt collection. Includes features like customer segmentation, campaign management, and loyalty programs.
  • Other Industries: Creatio's no-code platform and CRM solutions are adaptable to various industries, enabling similar automation and customization.

Automation and Workflow Management

  • Marketing Automation: Includes segmentation, campaign management, and loyalty programs.
  • Sales Automation: Automates sales processes, pipeline tracking, and win/loss analysis.
  • Customer Service Automation: Enhances customer service through omnichannel support, case management, and dispute resolution.
  • Operational Workflows: Automates various operational workflows, including employee lifecycle management, employee request management, and joint collaboration. Creatio's products and solutions provide a flexible, AI-driven, and user-friendly environment for automating and optimizing business processes across multiple functions and industries.

Core Technology

Creatio's platform is built on several key components and principles:

Architecture

Creatio employs a microservice architecture and a classic 3-tier architecture, including:

  1. Presentation Layer: Uses Angular, JavaScript, HTML5, and CSS for user access via web browsers or mobile apps.
  2. Application Layer: Implemented on the .Net Platform (C#), deployable on Windows and Linux web servers. Defines core business logic, including dynamic case management, business process engine, and user authentication.
  3. Data Layer: Stores and manages customer data, application settings, and user authentication data. Supports Microsoft SQL Server, Oracle, and PostgreSQL as DBMS options, with Redis for caching.

Technologies and Frameworks

  • Open-source technologies: Utilizes .Net Core, Angular, and OpenStreetMap (OSM).
  • Programming languages: C# for back-end, JavaScript for front-end, along with HTML5 and CSS.

DBMS Independence

Creatio is DBMS-independent with its own Object-Relational Mapping (ORM) system, ensuring compatibility with various relational databases without code changes.

Development and Customization

  • No-code development: Accelerates application development, implementation, and scaling with no-code tools.
  • Customization levels: Development can be done on configuration and database levels, with custom business logic implemented using views and stored procedures.

Scalability and Fault Tolerance

Supports horizontal scaling and fault tolerance through load balancers, multiple application servers, Redis caching servers, and database clusters.

Security and Updates

Emphasizes security at all levels (application, network, and physical access) and features regular updates for new functionality and continuous improvement. Creatio's core technology is designed for flexibility, scalability, and ease of development, leveraging both open-source and proprietary technologies to meet a wide range of business needs.

Industry Peers

Creatio operates in the realms of customer engagement, CRM, and process automation. Here are some of its notable competitors across various categories:

Customer Engagement

  1. Intercom: Market share of 23.61%
  2. LiveChat: Market share of 9.47%
  3. Zoho SalesIQ: Market share of 8.47% Other competitors include Yotpo, Zoho CRM, Smile.io for Shopify, Pendo, and Salesforce Service Cloud.

Contact Center

  1. Wix: Dominant market share of 80.03%
  2. Zendesk: Market share of 10.41%
  3. Freshworks: Market share of 2.17% Other notable competitors include Agile CRM, Salesforce Service Cloud, Bitrix24, and LiveAgent.

CRM and Workflow Automation

  1. Zoho CRM: Known for comprehensive CRM solutions
  2. Salesforce: Major CRM player, though Creatio positions itself as a more adaptable and cost-effective alternative
  3. HubSpot: Significant CRM platform
  4. Freshworks: Competitor in the CRM space
  5. Microsoft Dynamics 365: Robust CRM solution from Microsoft
  6. SAP CRM: Known for integration with SAP ERP and robust sales operations functions

Low-Code Development Platforms

Creatio is recognized as a leader in low-code development platforms, competing with:

  • TrackVia
  • Nintex
  • AgilePoint
  • Kintone These competitors highlight Creatio's position in various segments of the software market, particularly in CRM, customer engagement, and low-code workflow automation. Creatio differentiates itself through its unified AI-native no-code platform, comprehensive CRM solutions, and industry-specific offerings.

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