Frends appoints Fredrik Wingren as new Sales Director in Sweden

Fredrik Wingren joins as Frends' new Sales Director in Sweden. The emphasis moving forward is on expanding Frends in an intelligent and structured manner under his leadership.

Sandra Siljestedt


Sandra Siljestedt

Marketing Manager at Frends Sweden

Fredrik Wingren joins as Frends' new Sales Director in Sweden. The B2B integration platform, which was endorsed as an iPaaS at a global level in 2023 Gartner® Magic Quadrant™ in February, is currently in an exciting phase of growth opportunities. The emphasis moving forward is on expanding Frends in an intelligent and structured manner under the leadership of Fredrik Wingren.

“We feel, being the only Nordic vendor in 2023 Gartner Magic Quadrant makes Frends unique in our responsiveness to the needs and challenges of the Nordic market. Now, our goal is to establish as much trust as possible among our customers to facilitate expansion in areas where we can provide the greatest value. I envision Frends becoming the primary advisor for companies and organizations seeking to accelerate their journey of digitization and automation,” says Fredrik Wingren.

Coming from a background as the Nordic Sales Manager at Oracle, Fredrik has led a team focused on selling Netsuite ERP, a novel solution in the market during that period. In his new position as Sales Director at Frends Sweden, his emphasis will be on quality and structure throughout every aspect of the sales process. Data will play a pivotal role in identifying and targeting various market segments and verticals where Frends is most valuable and has the greatest potential for expansion.

“The exciting aspect of the SaaS business is the chance to be in the lead of technological advancements. I am looking forward to the formation of a bold team that thinks big and understands that success doesn't happen overnight; it's the organic outcome of qualitative work. Being part of this journey in a company with such extensive experience, and guided by an owner with a crystal clear vision, is bound to be an incredible journey,” says Fredrik Wingren.

Kristoffer Lundegren, formerly VP of Sales at Frends Sweden, will continue to focus on developing Frends' global partner business and the ASEAN market.

“The future of Frends is taking an exciting new leap with Fredrik on board within the Swedish organization. With his broad experience and passion for leadership and sales, he will strengthen our team and help our continued growth. As a team, we are shaping the future of Frends and serving our customers to the fullest extent possible. Our goal is to become even stronger in the Nordic market and a significant player, both in the public and private sectors," says Jukka Rautio, CEO of Frends.

*Gartner, Magic Quadrant for Integration Platform as a Service, Worldwide, 24 January 2023, Keith Guttridge | Andrew Comes | Saikat Ray

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