CLOSING THE LOOP BETWEEN SALES AND MARKETING DIGITALLY

1. A Presentation
On
Mo Furnishing
Undergone on
Abhiyan marketing services pvt.ltd.
On
CLOSING THE LOOP BETWEEN SALES AND
MARKETING DIGITALLY
Presented by:
Sakshi Arora
IBS GURGAON

2. Problem
Founded in 1956, MO Furnishing is the leading home furnishing store in Gurgaon, with more than 1 lakh SKUs spread
across 4 floors, sells primarily curtains, upholstery & carpets. MO also offer custom stitching, installation & door-step
delivery. It has built a brand by advertising QTR Page ads in local dailies, like TOI & HT. Lately, with the increase in
competition, the agency suggested digital marketing to expand market by tapping delhi. Mo tried lead generation
themselves but the results were neither measurable, nor visible.
Solutions
MO hired Abhiyan Digital for lead generation & digital marketing operations, who provided a strategy, creative
campaigns, efficient processes aided with marketing automation, a CRM & a cloud platform. It combined it with
innovative technology to arrive at crystal clear insights, business intelligence to drive growth. To achieve that it
appointed skilled inside sales resources on 3rd party payrolls. They also targeted entire Delhi NCR for their campaigns
and increased the reach of their communication, which was unaffordable through newspapers.
Case Study – Mo Furnishing
Revenues & Expenses
in Rs. Lacs - Cumulative
0
2
4
6
8
10
12
14
Dec '15 Jan '16 Feb'16 Mar '16 Apr '16
REVENUES
EXPENSES
(12.25 lacs)
(8.13 lacs)
Results
● Opened up new markets through digital medium and a new
revenue channel
● Increased number of leads, walk-ins and conversions
● Reports & analytics translate to higher sales by inside sales
staff
● Reduced customer acquisition cost.
Take Aways
● Digital marketing works in furnishing vertical.
● Retail stores can benefit from digital marketing & increase
walk-ins
● Close monitoring of leads in a sales funnel (CRM) can yield
higher results.
● A strong inside sale team is required for the success of digital
marketing

3. MO FURNISHING
 Founded in 1956, MO Furnishing is the leading home furnishing store in Gurgaon, with more than 1
lakh SKUs spread across 4 floors, sells primarily curtains, upholstery & carpets. MO also offer
custom stitching, installation & door-step delivery.
Problem statement
 No growth: Mo sought to distinguish itself but it seemed to be very difficult to get noticed as since
opening the owner had tried print ads in Times of India-Gurgaon to get new customers and
increase sale.. Nothing seemed to work or deliver the type of impact that Mo desired. Also, there
was a threat of emergence of new competitors like Floor & furnishing, Home Saaz giving tough
competition to Mo furnishing.
 New competition: Moreover, 90% of their sales were from a brand which they were selling
exclusively. However with the emergence of new competitors, those brands were seen everywhere
which became a turning point for Mo furnishing. To combat the competitors they had increased
their advertising spend but also wanted to foray into new markets like overseas etc.
 Lack of competent employees: Mo was not having competent employees who could undertake
digital marketing.
 External security issue: They were doing digital marketing on piecemeal basis although their
main marketing budget was consumed by advertising in the front page of Times of India –Gurgaon.
They wanted to increase their online marketing expenditure but were not sure of conversions that
were taking place from SEM(Search Engine Marketing). Moreover, there were concerns over the
security of online leads and the management did not want to share their data with an external
agency.

4.  Increase in cost: They had explored every opportunity by coming on the front page of
the largest newspaper but still there was no improvement in their sales. Although they
were not growing further through print advertisement and the print advertisements
used to be very expensive.
 Recruitment of employees: The employees at MO were incompetent for sales and
cold calling. He wanted to recruit two inside sales people for handling cold calling and
for sales of B2B and B2C. It was challenging to find employees as no one was ready
to work for a retail store.
 Lack of domain knowledge: They didn’t have domain knowledge to hire, train,
supervise motivate, digital marketing and inside sales employees.

5. SWOT analysis
Strengths
Strengths
less cost of goods
Opportunity
Weakness
Weakness
Internal
factors
External
factors
Positive Negative
Threats
 Entrance of strong Delhi based retailers
in gurgaon
 90% of the products sold from the
store was from one brand and Mo was
selling that exclusively. But now with the
entrance of new competitors that brand was
being sold by other competitors
 Attractive pricing of goods
 Great retail space that provides large
amounts of walk-through traffic.
 Using conservative traditional
approach for marketing relying only on
print advertisements
 Limited market- Gurgaon only
 tap more customers through digital
marketing
 Attract customers of Delhi through
advertisements
 Tap export markets

6. The objective
To explore digital marketing opportunities available to the organization, expand to
new markets and grow faster
Solutions….
They were not growing further through print advertisement. Moreover, print
advertisements used to be very expensive and the company didn’t have competent
employees who could do digital marketing. Also, they didn’t want to outsource digital
marketing services because of external security issues. So after several meetings and
discussions, they finally agreed to outsource digital marketing operations with a
marketing agency “Abhiyan marketing services” who deal in providing digital
marketing operations. So firstly MO gave the contract to Abhiyan of doing only Google
adverts. At that time, Abhiyan was giving lead to MO that was coming through Google
adverts. Then later on they decided to let Abhiyan handle their facebook account.
 Setting up of facebook page: Secondly, Mo made its facebook page. The page
had all the information about the business, its various products, attractive images and
links directing to website making it easily accessible to the customers.
 Creation of Customer relationship management (CRM):
Abhiyan offered its CRM sales Rambo to manage its customer interactions and data
throughout the customer lifecycle, with the objective of improving business
relationships with customers, assisting in customer retention. In CRM, all the database
of the customer is stored for future reference.

7. Results
 Decrease in customer acquisition cost.
 Increase in Revenue.
 Increase in number of leads.
 Increase in number of conversions.
Learning's
 Mo furnishing being one of the leading home décor solution provider leveraged their
sales by successfully implementing Customer relationship management (Crm). Using
CRM as the medium is the most commendable step they undertook. Mo furnishing
could gauge the impact of using Crm as their medium and as a result attained their
objectives.

8. How CRM Works
Essentially CRM works by collecting leads or consumer information. Analyzing the
collected information to understand customer or market requirements. Adjusting
marketing campaigns accordingly to increase sales.
CRM also serves for customer service and support making businesses efficient and
improve customer satisfaction.
In any business, the bottom-line of CRM workflow is to
(1) Initiate Marketing,
(2) Process Sales,
(3) Schedule Orders and
(4) Provide Support.

9. CRM-Need for Business
 CRM helps businesses use technology and human resources to gain insight into the
behavior of customers and the value of those customers.
 Any business owes its survival to its customers. Today if a company has to maintain
its hold on the market the foremost step to be taken is to maintain and nurture its
customer bank. Customer is the king, old or new. And if the customer is loyal to your
business it works wonders to the profit of your business.
 A good strategy will be to integrate every area of touch point with customers like
marketing, sales, customer service, and field support. This is achieved with the
integration of the people, process, and technology in the business.

10. Business Benefits of CRM
The following are the benefits of adopting CRM processes:
 Develop better communication channels
 Increased customer satisfaction
 Access to customer account history, order information, and customer
information at all touch points
 Identify new selling opportunities
 Increased market share and profit margin
 Increased revenues
 More effective reach and marketing
 Improved customer service and support
 Improved response time to customer requests for information
 Enhanced customer loyalty
 Improved ability to meet customer requirements
 Improved quality communication and networking
 Better stand against global competition

11.  Sales Rambo closes the loop between sales &
marketing to increase your organisation's
profitability.

12. 1.20.16 1.28.16 1.28.16 2.17.16 2.29.16
Project
start date
Setting up of
Digital marketing
operations at
Mo’s premises
Develop strategy for
lead generation &
walk-ins based
Completed
recruitment of
skilled resources;
Training
Develop new landing page
Based on new strategy.
Developing new Google
campaign
Finalized pitch for Embassies and
calling on the database from 15/2
Start new Google campaign with walk-
ins strategy
10.03.1
6
2.15.16
12.15.1
5
To be ready with
pitch for
architects&interior
designers
InitIated video
calling
How digital marketing operations are
rolled out

13. WHAT IS A LEAD
 A lead, in a marketing context, is a potential sales contact: an individual or
organization that expresses an interest in your goods or services. Leads are typically
obtained through the referral of an existing customer, or through a direct response to
advertising/publicity. A company's marketing department is typically responsible
for lead generation.
Name
Telephone number
Email id
City of residence

14. lead generation process
Prospect
lead
Raw
lead
Qualified
lead
Nurturing
lead
Disqualified
lead

15. Transformation of marketing
 Digital marketing has changed the way business use to work. A transformation of
marketing is underway as we spend more time on our mobiles, tablets and laptops.
The challenge for brands is to connect with customers through all these devices in real
time and create campaigns that work across social media, display advertising and e-
commerce.
 According to Gartner, survey marketing budgets increased 10 percent in 2015, with 61
percent of respondents saying they expect budgets to increase again in 2016.

16. How Strategy meets digitally

17. Impact of digital marketing

18. Changing trends….

19. Future aspects of MO
 Mo is presently working on its walk in Campaign which is giving good results.
 Mo is planning to go abroad with its products.
 Mo is planning to work on its new campaign “Mo comes home”. In this campaign
employees of Mo will be going to the customers home and will be showing their
catalogs.
 Mo is also working on its next campaign “shop from comfort of home”. Through this
campaign Mo employees will be contacting with customers through face time, Skype
etc. and will be showing all the products of Mo.
 Mo is also planning to create its own E-commerce website so that customer can shop
its products online.
 Mo is also planning to sell its products through E-commerce websites like Amazon,
Flipkart etc. to increase its sales

20. New Landing
Page for Leads
from Walk-In ad