Salesforce CRM deployment: Recalling our remarkable journey in implementing CRM for a large manufacturing company

The Salesforce CRM deployments have made a significant impact on varied business verticals. Customers from niche verticals are experiencing true business benefits after deploying sales cloud, service cloud, marketing cloud and using platform. Each time we work on CRM deployment for our customer, it is compelling to understand their domain and journey with them to achieve their business objectives. Recently, we were associated with a large manufacturing company, a subsidiary of an Indian multinational, operating in multiple business lines.

The company was planning to streamline its entire customer relationship management and automate sales, marketing, distribution and other business units. The stake holders wanted to align with critical sales data like sales pipeline, sales forecasting, and region specific sales. The customer needed multiple business processes to be aligned and integrated. The challenges for implementation partners like us, is to understand the business domain of the customer, to ensure the customizations are met and architect a solution that addresses current business problems. An important question we always encounter is the distinction between vanilla customization and domain centric approach.  It is compelling to understand the business domain of the customer, processes you can reengineer and show the true value proposition. In this case an important responsibility of sales team is to meet 100+ distributors and retailers on a recurring basis and gather intelligence on stock level for product lines, top deals in the pipe, fast moving products and information about the competitive products.  Bodhtree’s domain centric solution and approach has simplified the complex business units into a simple one, which were transparent and visible in the entire gamut of sales automation, operations, distribution and product availability. The strength of the solution is not just reengineering, but to bring in the stake holders from various business units and enable them to experience change management.   Defining rules and pre-defined criteria for critical needs has made a significant difference to the important approvals within a unit by the management.

The right solution will always be a strategic fit for the customer. Today it is not about customization alone; it is also about understanding the business domain of the customer. Another important lesson is we not only enable customers with just implementations, we need to journey with them and be part of their growth and success.

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Leading travel Management Company in India streamlines processes with

In a challenging business environment, it’s critical to stay connected at all times. That’s why you need access to real-time customer data to get the right information at the right time. This reminds me of one of the CRM implementations that I was involved in for a leading travel management client.

The company was encumbered with incongruent business processes, hampering efficiency and agility. They needed to improve their sales processes and bring in transparency into the sales performance cycle.

There was a need for a systematic framework for revenue inflow from various vertical businesses, and a centralized sales automation system to track accurate sales data. Inadequate real time analytics and sales forecasting was a challenge that was hampering their business growth.

To resolve these challenges we have implemented that addresses several of these business challenges faced by the Travel businesses. With this implementation it became easy for them to view key actions right from customer visits to closing the sales deal. Also, viewing lead reports based on regions and verticals is no more a hurdle.

With they have been provided with  unique  features like Customer profitability evaluation pre-offer customized on  various parameters for each business verticals and  enabled complete transparency in contractual agreements/approvals and opportunities won. Additionally, enabled a 360 degree view of actual and estimated contracted value recorded in the form of figures and graph.

Our client experienced many benefits after this implementation as they are now equipped with centralized sales automation repository that provides more accurate and consistent sales data. There was an improved communication and collaboration between sales reps across regions. Region and industry specific reporting and analytics helped our client in taking proactive decisions.

This implementation was a very interesting learning experience for me. It has given me another opportunity to resolve our client’s challenges with a single solution.

Hope you enjoyed reading my experience. If you would like to share your experience, write to us at I look forward to reading about your experiences & challenges.

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Who owns Competitive Advantage?

Most industry analysts today predict that the adoption of cloud has granted greater responsibilities and muscle to business leaders and the role of IT is narrowing down to technology evaluation and selection.

This is true to a large extent – cloud is breaking the status quo. But if you look at this with a broader lens, cloud empowers business users to be accountable for their processes and IT can actually focus on innovation and address the core technology needs of the firm.

Traditionally, most organizations who envisioned standardizing and improving business processes had made an obvious choice of deploying an ERP, CRM or similar enterprise applications. Operational efficiency was the need of the hour and that also provided a competitive advantage. But today, most organizations have deployed the same set of applications and best practices. Now, the question is “How do organizations differentiate themselves”? Operational efficiency is required for business but does not provide competitive advantage.

The current wave of competitive advantage is moving towards enhancing business agility and making better business decisions. This involves increasing the speed of business, providing greater visibility into hidden business data and empowering business users so they can make informed, data-driven decisions. Organizations desiring to achieve this are embracing Cloud, Analytics and Big Data.

Although a majority of use cases for cloud, analytics and big data are targeted towards business users, IT can be a beneficiary of this adoption as well. This is a fantastic opportunity for IT teams to stay abreast of latest technologies and recommend alternatives to business that help them accelerate processes and deliver greater value.

IT teams can evolve and provide significant value back to business in the following manner:

  1. 1. Identify current technologies that do not deliver capabilities to improve transparency, analyze and manage large volumes of data; Find the right technology
  2. 2. Evaluate and select the right vendor who can provide the most relevant solution
  3. 3. Create a talent pool with the right mix of skills that can address business needs
  4. 4. Focus investments in areas that help business gain competitive advantage

At the outset, these appear to be simple and tactical activities performed by an IT team, but in reality this is a great responsibility and can directly influence the growth of an organization.

As a trusted IT partner to several organizations, we have been fortunate to receive numerous opportunities for playing the role of an Advisor to large and small IT organizations. While Bodhtree’s Cloud, Analytics and Big Data solutions aim to empower business users, we also enable IT teams to become key contributors for business growth.

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