GITEX Global 2024, the 44th edition of the technology show, ran from 14 to 18 October at the Dubai World Trade Centre, with more than 6,500 exhibitors from over 180 countries. We sponsored it with Salesforce and had our own pod on the Salesforce stand, where our team showed visitors how Salesforce, MuleSoft, Tableau and Slack work together: connecting systems, turning data into insight and helping teams collaborate.
In September, Salesforce unveiled Agentforce, its suite of autonomous AI agents, and at the start of October it opened a new office in Dubai Internet City. Agentforce for service and sales is due to become generally available on 25 October.
What a connected Salesforce estate looks like
Most organizations we work with run Salesforce alongside an ERP, a billing system and other applications that each hold part of the customer picture. When those systems stay apart, people copy data from one screen to another and two reports of the same number disagree. The four products on our pod each cover one layer of a connected estate:
- CRM. Sales Cloud holds leads, opportunities and quotes, and Service Cloud holds cases, so sales and service teams work from one customer record.
- Integration. MuleSoft connects Salesforce to the ERP, billing and other systems through APIs, so orders, invoices and stock levels appear where people work.
- Analytics. Tableau turns the joined-up data into dashboards that managers use to run the business week by week.
- Collaboration. Slack brings records, alerts and approvals into the channels where teams already talk.
AI agents built on Agentforce sit on top of the same layers. An agent can answer only from the records it can see, and act only through the systems it is connected to, so the more of the estate is connected, the more an agent can do.
At our pod
Our pod carried a three-word line, “Value. Later. Now.”, with “Later” struck through. Its screen showed Arcsen alongside MuleSoft, and the team took visitors through the four layers above and how they connect.
In the Salesforce Theatre
The Salesforce Theatre on the stand hosted talks for a seated audience. One slide introduced Agentforce with the line “Humans with Agents drive customer success together on the Salesforce Platform”, next to a diagram of the platform.
Another, titled “Reimagine Commerce”, set out Commerce Cloud Einstein around productivity, personalization and revenue growth, on a base of data, AI and automation.
Value. Now.
The line on our pod is how we plan Salesforce programmes. In a long programme, “later” is when value arrives: after the build, after the data migration, after the last integration. We cross it out by putting something people use every week into the first release, then adding to it release by release. In a connected estate, a first release might include:
- One integration, chosen because the sales or service team needs that data every day.
- One dashboard that a manager opens every Monday, built on data that is already clean.
- One Slack channel where alerts for one process land, such as approvals for large deals or cases close to their deadline.
An early release also tests the data and the integrations that later releases depend on, so problems surface while they are still small and cheap to fix.
If you already run Salesforce, a Salesforce Health Check is a good place to find those first wins in the org you have.
Thank you to Salesforce, and to everyone who visited our pod at GITEX.
Frequently asked questions
When and where was GITEX Global 2024?
From 14 to 18 October 2024 at the Dubai World Trade Centre. It was the 44th edition, with more than 6,500 exhibitors from more than 180 countries.
What did Arcsen show at GITEX Global 2024?
From our own pod on the Salesforce stand, we showed how Salesforce, MuleSoft, Tableau and Slack work together: MuleSoft connects systems, Tableau turns data into insight, and Slack helps teams collaborate around the same records.
What does a connected Salesforce estate include?
Sales Cloud and Service Cloud for customers, deals and cases, MuleSoft to connect them with ERP, billing and other systems, Tableau for analytics and Slack for collaboration. AI agents built on Agentforce work from the same records and connections.
More from Arcsen
- Arcsen partners with Salesforce at Cairo ICT 2025
- Arcsen at LEAP 2026: Zahid’s next phase and three questions about AI agents
- Arcsen at Agentforce World Tour Dubai 2025
- Salesforce Middle East Partner of the Year 2024
