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SugarCon 2013: High Performance CRM
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SugarCon 2013: High Performance CRM


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Brad Kirchhofer, Bray

Brad Kirchhofer, Bray

Published in: Technology, Business

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  • 1. Bray InternationalThe High Performance CompanyBrad A. KirchhoferChief Operating OfficerBray International, Inc.
  • 2. Providing Valves, Automation andControl Products to Industry for 27 Years
  • 3. We will meet or exceed our customersexpectations by continuing to improveand expand our product offerings,processes and services whilemaintaining the highest level of quality
  • 4. Providing Global Service To Industrial Markets
  • 5. Manufacturing and Distribution Operations Worldwide• Argentina• Australia• Brazil• Canada• Chile• China• Germany• India• Mexico• Netherlands• Poland• United Kingdom• United States• Vietnam
  • 6. 300 Sales Locations Worldwide
  • 7. Behind Bray and CRM
  • 8. Bray Has More Than Tripled in Size05001,0001,5002,0002002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Bray Global Headcount
  • 9. Bray Global Sales ModelEnd-UserEngineering/ProcurementBRAYBRAYBRAYEnd-UseProjectLocationEPC Location
  • 10. Bray Original CRM Charter• Pre-CRM, no consistent approach to salescollaboration and activity management• Implemented Salesforce in 2009 for field-salescollaboration, reporting, and measurement• Expanded CRM scope to include managementof service issues
  • 11. CRM Usage Has Grown to Over 500 Licenses0100200300400500600Bray CRM License Count
  • 12. Challenges
  • 13. Key Challenges• Expanded CRM globally, invested internalresources in training and adoption• High license cost discouraged wider deploymentof Salesforce• Global support model relying on Salesforcenot cost effective, lacked adequatemultilingual capabilities
  • 14. Monthly External Cost per CRM License0.000.200.400.600.801.001.202009 2010 2011 2012 2013 2014 2015 2016 2017MonthlyExternalCostperCRMLicense(INDEXED) SalesforceSalesforce
  • 15. Switching to SugarCRM
  • 16. Rationale for Switching to SugarCRM• Long-term relationship:SugarCRM, TechnologyAdvisors, and Bray• Shared vision: broad-based customer engagement• End user adoption: More affordable license costencourage wider adoption of SugarCRM andbroader scope of applications
  • 17. Monthly External Cost per CRM License0.000.200.400.600.801.001.202009 2010 2011 2012 2013 2014 2015 2016 2017MonthlyExternalCostperCRMLicense(INDEXED) SugarCRM Salesforce
  • 18. Rationale for Switching to SugarCRM• Portal capability provides product-service access toBray partners without a purchased license• Upgraded mobile licenses included withstandard SugarCRM licenses• More affordable online storage will allow Bray tobuild more sales and customer intelligence in theCRM
  • 19. Other SugarCRM Benefits• Flexibility and choice: Option for movingapplication and data on-premises• Collaboration: Bray and our SugarCRM partnerjointly have a relevant voice in Sugar’senhancement roadmap and licensing models
  • 20. Milestones and Benefits
  • 21. Key Milestones for Sugar Implementation• May 2012 – began search for alternative• July 2012 – began SugarCRM POC project• September 2012 – finalized FR document• November 2012 – training and testing, data migration• December 2012 – Conversion• PRESENT – Ongoing user training and configuration
  • 22. Anticipated 2013 Benefits• Expansion to more users in more functional areas• New SugarCRM features/mobile app on the way• Working on integration with ERP andother applications
  • 23. Key Takeaways• Select CRM vendor with whom you can have aclose partnership• Start a year in advance!• Allow for improvements to be partof the conversion
  • 24. Thank You