CRM Case Study (client for 8yrs)

Technology industry

Clareti are CRM, Zoho and Integration experts. A Zoho Advanced Partner with more than 20 years experince in a range of industry sectors.

How Clareti built an integrated data Zoho System, where previously disconnected client records became integrated

Background

Clareti were approached by a technology provider to the advertising industry, who had taken a trial of Zoho CRM. Who quickly realised that in order to adapt it to their specialist business they would need to work with a Zoho partner. Clareti, an Advanced Zoho Partner were selected for the work following a pitch.

The Requirements

They initially required a pipeline management system for a large worldwide sales team. Data visibility and segmentation were key as their business was highly geographically territorialised. They also sold to two very distinct groups of clients with each client almost certainly being part of a larger organisation for results rollup purposes.

Many further requirements were included over subsequent releases to ensure an integrated approach to their clients was taken and a true 360° view of a client and their associated business was available.

Revenue forecasting proportionately split across months and years
Monthly bookings identified and editable to match client’s changing requirements
Consistent pipeline approach to ensure relevant data was collected at each stage
Full integration between Sales and Marketing identifying original source of the client and detailed customer journey planning
Website integration to capture system demo requests and monitor sales uplift by capture channel
System to manage sales creative requests to secure sales
Comprehensive reporting dashboards by territory identifying and predicting sales and marketing performance and the ability to use complex data visualisations
Of particular importance was a complex set of data visibility requirements, segmenting data visibility appropriate to a person’s job or seniority in the company

The Approach

The client’s complex requirements necessitated a phased approach to the system design. A variety of functionality was deployed with code being written where necessary to achieve exactly what was required. A blueprint was used to manage the pipeline and kiosks deployed to ensure usability and to provide prompts as data was entered. Extensive process automation was deployed to aid the salesforce with client script making the system easy to use whilst collecting all the relevant information on contacts and opportunities.

Full integration between Zoho Marketing Automation and CRM was carried out and the client trained to design journeys to nurture clients and deliver informative email campaigns.

As new functionality became available from Zoho system enhancements were proactively introduced to streamline and improve the system capabilities.

A comprehensive set of performance reports were designed and incorporated into a set of dashboards for each territory and rolled up into global dashboards.

Results

After the initial data architecture was established and implemented the legacy data was loaded and the necessary sales training was carried out.
Zoho quickly became the system of record for the client’s business. Previously disconnected processes became integrated and visible against client records. Revenue forecasting was straightforward and able to be reconciled with invoiced sales.

Actionable reporting became the norm within the client through the extensive set of dashboards that were established with regular scheduled reports delivered via email or chat.