At Annata, we pride ourselves on decades of experience and expertise in the industries we serve. Our roots trace back to being a customer-driven company, which gives us a unique perspective on the challenges and opportunities in the automotive, trucks, buses, and equipment sectors. Elsa Þóra Árnadóttir, our R&D Engineer and a key member of the A365 Sales team, embodies this connection as she transitioned from being a user of our solution to becoming an integral part of our journey.
We had the chance to sit down with Elsa to learn about her background, the evolution of A365 Sales, and her thoughts on the future of sales tools in these dynamic industries.
Let’s dive in.
1. Could you tell us about your journey and how you came to your current role at Annata?
I actually started on the customer side—I was a user of Annata’s software before joining the company. My background is in sales and marketing, as well as consulting, and I’ve always been passionate about using processes to improve efficiency and save time. That’s what drew me to Annata.
For nearly 20 years, I worked with multiple Customer Relationship Management (CRM) solutions before starting with Annata’s CRM platform in various capacities. When I joined the company almost nine years ago, I was excited to dive deeper into the industries we serve, particularly the automotive sector. What I enjoy most about my role is tackling complex processes and simplifying them—it’s both challenging and rewarding.
2. Having worked on both sides, how does your experience as a customer shape your work now?
It gives me a different perspective, that’s for sure. I understand the pain points our customers face because I’ve often been in their shoes. I know what it’s like to juggle processes, data, and customer expectations while trying to maintain efficiency.
My goal now is to make things simpler for our customers. It’s incredibly satisfying to help them navigate these challenges, whether it’s through better integration, streamlined workflows, or tools that bring clarity to complex processes.
3. Can you walk us through the evolution of A365 Sales since you joined the team?
Absolutely. When I first joined, we didn’t have the A365 Sales solution as it exists today. Back then it was a standalone product, not integrated like it is today, and its capabilities were much more limited although core processes were there.
This evolution means A365 Sales is now a comprehensive tool that empowers sales teams with real-time insights, making their jobs easier and more impactful.
4. What do you think makes A365 Sales stand out from other sales tools?
In my opinion, there are three key aspects that make A365 Sales unique:
5. Could you explain how the Sales Assistant enhances efficiency for sales teams?
The Sales Assistant is all about reducing manual work and shortening the sales cycle. Before we introduced it, salespeople had to enter customer data manually, create new opportunities, and do a lot of repetitive tasks.
Now, the process is much more intuitive. Salespeople can capture customer interest visually, using device catalogs that go beyond aesthetics—they provide a clear view of options and help match customers to their ideal solutions.
By automating the data entry and guiding the salesperson through the process, the Sales Assistant ensures everything is done efficiently and accurately. And let’s face it—salespeople are always in a hurry! This tool helps them focus on what matters most: closing deals and serving customers.
6. AI and automation are transforming many industries. How do you see them shaping the future of sales tools?
AI holds incredible potential for the future of A365 Sales.
At Annata, we’re already exploring how AI can enhance our solutions, from automating complex tasks to ensuring data accuracy.
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7. What are some of the biggest challenges sales teams face in the industries Annata serves?
One of the challenges is providing insights to drive the best decisions in regards to e.g. stock and availability, delivery timelines etc. Dealers often sell products that aren’t physically in stock yet, which means they’re selling promises. Providing accurate delivery timelines becomes critical, and that’s where having real-time data is invaluable.
Another challenge is navigating the complex relationships between manufacturers, importers, and dealers, where data is derived from multiple sources and provides valuable insights together. Each has its own set of processes, and integrating these seamlessly is no small task.
That’s what we’re working on with A365. We’re building bridges between platforms to ensure that sales teams have access to the data they need to make informed decisions and serve customers effectively.
8. How does A365 Sales address these challenges?
A365 Sales is built to simplify complexity. Here’s how:
Ultimately, it’s about giving teams the tools they need to succeed.
9. Looking ahead, what excites you most about the future of A365 Sales?
I’m excited about the potential to keep adding value. We’re constantly looking for ways to improve, whether it’s through AI, better integration, or new features that address emerging needs in the industry.
One area I’m particularly excited about is using data to drive even better decision-making. The more we can empower sales teams with insights, the more competitive they’ll be. And for me, that’s what it’s all about—helping our customers succeed.
I’ve also never worked with a team that’s so supportive and driven. Although we’re located all around the world, everyone is incredibly committed to the product. At the end of the day, everything we do is about delivering value to our customers. Building strong integrations and refining our solutions isn’t just a technical challenge—it’s about enabling our customers to work smarter, faster, and with more confidence.
10. Finally, what advice would you give to someone considering A365 Sales for their business?
Think about the long-term value. A365 Sales isn’t just another platform—it’s an end-to-end solution designed to grow with your business.
If you’re ready to simplify your operations and drive measurable results, A365 Sales is the perfect platform to achieve those goals. Learn more about A365 Sales here.
