The platform functions as a native extension of the SAP ecosystem, utilizing the SAP Business Technology Platform to maintain existing data hierarchies and master data principles. By avoiding the need for disruptive infrastructure changes, XTEL aims to bridge the gap between deep SAP integration and specialized commercial capabilities. The software currently serves over 400 major industry players, including Nestlé, Coca-Cola Hellenic, and Carlsberg-Britvic.

Rob Mullen, Chairman and CEO of XTEL, noted that the platform focuses on agentic AI to automate promotional rebalancing and trade investment adjustments. This architecture is designed to handle high transaction volumes while providing real-time analytics. The system consolidates trade promotion management, scenario simulation, and field execution into a single data layer, allowing global teams to synchronize strategic targets with day-to-day market activities.