Driving Digital Transformation in Consumer Electronics: Insights from Julian Wurm

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At CES 2025 last week, we sat down with Julian Wurm, Sales Director Consumer Electronics at Centric Software, to discuss how the company is transforming sales processes in the consumer electronics industry through structured data platforms and digital tools that empower sales teams to work smarter, not harder.

Centric Software at CES 2025

Q: What brings you to CES this year?

Julian Wurm: The Consumer Electronics Show (CES) is the largest event of its kind in the world, and it’s an essential platform for someone in my role. I’m responsible for the consumer electronics industry at Centric Software, so attending CES is a key opportunity to build my network, develop new connections, and stay updated on the latest trends in the industry. It’s a great way to meet people, exchange ideas, and gain insights into what’s happening in the market.

Q: How do you approach a massive event like CES to ensure you get the most out of it?

Julian Wurm: My approach is pretty straightforward. I go from booth to booth, mostly talking to product managers, to understand their key challenges. I listen to what they share and then explain how our solutions can address their issues. After that, we exchange business cards and, of course, the real work happens in the follow-up. It’s easy to say that a show went well because you made a lot of contacts, but it’s about what happens after the show. When people get back to their daily routines, they must respond to follow-ups. I try to stand out by making follow-ups personal. I bring small gifts like Starbucks cards or postcards to stay memorable.

Q: Are you currently using AI in your follow-ups?

Julian Wurm: Yes and no. I use AI to optimize my emails, adjust the wording, and improve my presentations. But I’m not using AI for the follow-up process itself—I prefer to do that personally. For me, it’s important to maintain a personal, human touch in my interactions. I customize my emails based on the conversations I’ve had. It’s not a one-size-fits-all approach, and that personal touch matters a lot to me.

Q: What are Centric Software’s main goals for 2025?

Julian Wurm: We’re active across several industries, including fashion, food and beverage, retail, cosmetics, and consumer electronics. We launched into the consumer electronics market about three years ago, so our primary focus now is to develop that market further and increase adoption of our software. The goal for 2025 is to close more deals, get more companies using our platform, and increase our visibility in the market.

Q: How is your sales team structured at Centric Software?

Julian Wurm: We have sales reps in different regions—covering the U.S., Europe, and Asia. Each region has its own team of pre-sales professionals who handle the technical aspects, like software demonstrations and answering technical questions. As the Global Sales Lead, I coordinate all of these regional teams to ensure alignment and consistency across our sales efforts.

Q: How did Centric Software decide to enter the consumer electronics market? Was it part of a growth strategy or a broader transformation strategy?

Julian Wurm: Our founder comes from a consumer electronics background, so it was always part of his vision to expand into this market. We initially started in fashion, food and beverage, and cosmetics, but the potential in consumer electronics was clear. Many companies in this space are still using spreadsheets and fragmented systems. We provide a platform that centralizes all their data into a single source of truth in real-time, making their operations more efficient and reducing the risk of errors. There’s huge potential for digital transformation in this industry, and we’re excited to be part of it.

Q: Data seems to be a recurring theme across CES. How important is data in your sales strategy?

Julian Wurm: Data is key. It’s the most important thing in our business, regardless of the industry. Whether it’s pricing, specifications, or customer feedback, everything revolves around data. Companies need structured, reliable data to make informed decisions and optimize their products. At Centric, we provide a platform where companies can store and access all their data in a structured, visual way. This reduces inefficiencies and ensures that everyone is working with the same information, no matter where they are in the world. It’s all about having that single source of truth.

Q: How do you think data inefficiencies impact sales performance?

Julian Wurm: Data inefficiencies can be a huge obstacle in sales. Sales teams need accurate, reliable data to have meaningful conversations with customers. If a salesperson doesn’t have the right data or can’t trust the data they’re using, it’s hard to sell with confidence. Having a centralized platform to manage that data is essential. It allows sales teams to access what they need quickly and make informed recommendations to their customers.

Q: You mentioned the need to educate the consumer electronics industry about your platform. Could you elaborate on that?

Julian Wurm: Absolutely. One of my biggest goals is to educate the consumer electronics industry about what we offer. Many companies in this space aren’t aware that a platform like ours exists. They don’t realize how much easier their daily operations could be with a centralized platform that eliminates inefficiencies and streamlines processes. I’m passionate about getting that message out there. It’s about helping companies understand that digital transformation is within reach and that we can solve many of their daily challenges.

Q: Thank you so much for your time, Julian. Any final thoughts you’d like to share?

Julian Wurm: Thank you! I just want to emphasize that the future of the consumer electronics industry lies in digital transformation. Having the right tools and platforms in place is crucial to staying competitive. I’m always happy to connect with companies and discuss how we can support them on their journey. And if anyone is interested, feel free to reach out—I’m more than happy to help.

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