Building a business around SugarCRM

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Presentation by REDK from Spain on SugarCRM Partner Summit 2012

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Building a business around SugarCRM

  1. 1. Building business success around SugarCRM What worked, and what didn’tTuesday, October 2, 2012
  2. 2. ...a bit about us - Founded in 2006 - Software engineering services - Started with SugarCRM v2.5 - Strong knowledge in software development - Strong emphasis in marketing and businessTuesday, October 2, 2012
  3. 3. by our own definition we are: the technology guys who know about business “business enablers”Tuesday, October 2, 2012
  4. 4. what worked in marketing a structured multi-cross- channel marketing strategy ...with key metrics in placeTuesday, October 2, 2012
  5. 5. what worked in marketing Target Market Interaction Reputation Visibility SEO Bought Earned SEM Social Channel Broadcasting Industry Events & Tradeshows Multi/Cross Customer Referral Program Channel Strategy Own REDK.net Events Newsletter Website CollateralsTuesday, October 2, 2012
  6. 6. what worked in marketing useful metrics simple Cost per lead Cost per quality lead Cost per open sale Cost per won sale % marketing quoficient Actual lead source efficiencyTuesday, October 2, 2012
  7. 7. what worked ..measure, measure , measure Category Type Subtype SugarCRM Openbravo Pentaho BI Custom Online cpl cpql cps % Bought Offline Organic Online Own Owned Offline Organic Online Earned Offline Organic Online Bought Offline Organic External Online Earned Offline OrganicTuesday, October 2, 2012
  8. 8. what worked ...the findings nearly 60% of sales comes from up-selling or cross selling to existing clients 80% of income comes from 30% of the accounts new sales come, or are closed, through referrals and positive cross-referencing new sales require hard effort & heavy investment, focus marketing initiatives in quality lead generationTuesday, October 2, 2012
  9. 9. what worked ...the focus to sell CRM we have to practice CRM Customer Customer Retention Segmentation + + vs churn life-cycle referralsTuesday, October 2, 2012
  10. 10. what worked ...our mission make working with REDK a successful experienceTuesday, October 2, 2012
  11. 11. what worked ...my favorite type of clients Customers willing to people people recommend who willing me Customers willing to are willing to to listen support my business & damage my help me image trust, value, and care about interested, what I’ve done lived a negative attentive, because hope for his business happy, satisfied experience that created I can provide a solution and identify with the brandTuesday, October 2, 2012
  12. 12. what worked ...creating customer centricity EMOTIONAL OBJECTIVE - BANT collaborative - AIDAS - Marketing Metrics & Analytics structured & organized - Sales Metrics & Analytics progressive customer - ISO 9001 & ISO 27001 learning - SLA Support experience - SLA On-demand meritocracy - Implementation Methodology courtesy, respect, empathy, excitement - CRM system - ERP system - BI system philosophy & - ALM methodologies cultureTuesday, October 2, 2012
  13. 13. what worked ...how do business think? I can only sell a project if the implemented solution will/can: 1. save money 2. make more moneyTuesday, October 2, 2012
  14. 14. what worked ... our conclussions 1. set up the necessary systems to be able measure 2. practice CRM: customer centricity 3. focus on qualityTuesday, October 2, 2012
  15. 15. what worked ... our conclussions understand CRM strategy beyond the technologyTuesday, October 2, 2012
  16. 16. what worked ... one final thought Align your business objectives and strategies with your Key PartnersTuesday, October 2, 2012
  17. 17. Thank you! Danke! Gracias! Merci!Tuesday, October 2, 2012

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