The document discusses what worked in building business success around SugarCRM for a software engineering services company founded in 2006. A structured multi-channel marketing strategy was effective with key metrics in place to measure performance. Nearly 60% of sales came from up-selling existing clients, with 80% of income from 30% of accounts through customer referrals. The focus was on quality lead generation and customer retention through customer segmentation and lifecycle management.

1. Building business success
around SugarCRM
What worked,
and what didn’t
Tuesday, October 2, 2012

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 business
Tuesday, October 2, 2012

3. by our own definition we are:
the technology guys who know about business
“business enablers”
Tuesday, October 2, 2012

4. what worked in marketing
a structured multi-cross-
channel marketing strategy
...with key metrics in place
Tuesday, October 2, 2012

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 Collaterals
Tuesday, October 2, 2012

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 efficiency
Tuesday, October 2, 2012

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
Organic
Tuesday, October 2, 2012

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 generation
Tuesday, October 2, 2012

9. what worked ...the focus
to sell CRM
we have to practice CRM
Customer Customer Retention
Segmentation + + vs churn
life-cycle
referrals
Tuesday, October 2, 2012

10. what worked ...our mission
make working with REDK a
successful experience
Tuesday, October 2, 2012

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 brand
Tuesday, October 2, 2012

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
culture
Tuesday, October 2, 2012

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 money
Tuesday, October 2, 2012

14. what worked ... our conclussions
1. set up the necessary systems
to be able measure
2. practice CRM: customer centricity
3. focus on quality
Tuesday, October 2, 2012

15. what worked ... our conclussions
understand CRM strategy beyond
the technology
Tuesday, October 2, 2012

16. what worked ... one final thought
Align your business objectives and
strategies with your Key Partners
Tuesday, October 2, 2012

17. Thank you!
Danke!
Gracias!
Merci!
Tuesday, October 2, 2012