SugarCon 2013: High Performance CRM


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Brad Kirchhofer, Bray

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SugarCon 2013: High Performance CRM

  1. 1. Bray InternationalThe High Performance CompanyBrad A. KirchhoferChief Operating OfficerBray International, Inc.
  2. 2. Providing Valves, Automation andControl Products to Industry for 27 Years
  3. 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. 4. Providing Global Service To Industrial Markets
  5. 5. Manufacturing and Distribution Operations Worldwide• Argentina• Australia• Brazil• Canada• Chile• China• Germany• India• Mexico• Netherlands• Poland• United Kingdom• United States• Vietnam
  6. 6. 300 Sales Locations Worldwide
  7. 7. Behind Bray and CRM
  8. 8. Bray Has More Than Tripled in Size05001,0001,5002,0002002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Bray Global Headcount
  9. 9. Bray Global Sales ModelEnd-UserEngineering/ProcurementBRAYBRAYBRAYEnd-UseProjectLocationEPC Location
  10. 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. 11. CRM Usage Has Grown to Over 500 Licenses0100200300400500600Bray CRM License Count
  12. 12. Challenges
  13. 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. 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. 15. Switching to SugarCRM
  16. 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. 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. 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. 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. 20. Milestones and Benefits
  21. 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. 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. 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. 24. Thank You