Building a business around SugarCRM

Building business success around SugarCRM

What worked, and what didn’t

Tuesday, October 2, 2012

- Founded in 2006- Software engineering services- Started with SugarCRM v2.5- Strong knowledge in software development- Strong emphasis in marketing and business

...a bit about us


by our own definition we are:

the technology guys who know about business

“business enablers”


what worked in marketing

a structured multi-cross-channel marketing strategy

...with key metrics in place


SEM

SEOBought Earned

OwnREDK.net

Multi/Cross Channel Strategy

Newsletter Website CollateralsEvents

Social Channel Broadcasting

Target Market Interaction

Reputation

Visibility

Customer Referral ProgramIndustry Events &

Tradeshows

in marketingwhat worked


useful metrics

in marketingwhat worked

Cost per lead

Cost per quality lead

Cost per open sale

Cost per won sale

% marketing quoficient

simple

Actual lead source efficiency


Category Type Subtype SugarCRMSugarCRMSugarCRMSugarCRM

Own

Bought

Online cpl cpql cps %

Own

Bought Offline

Own

Bought

Organic

Own Owned

Online

Own Owned OfflineOwn Owned

Organic

Own

Earned

Online

Own

Earned Offline

Own

Earned

Organic

External

Bought

Online

External

Bought Offline

External

Bought

OrganicExternal

Earned

OnlineExternal

Earned Offline

External

Earned

Organic

Openbravo Pentaho BI Custom

..measure, measure , measure what worked


nearly 60% of sales comes from up-selling or cross selling to existing clients

...the findings what worked

new sales require hard effort & heavy investment, focus marketing initiatives in quality lead generation

80% of income comes from 30% of the accounts

new sales come, or are closed, through referrals and positive cross-referencing


to sell CRM we have to practice CRM

...the focus what worked

referrals

Customer Segmentation

Customer life-cycle

Retention vs churn+ +


...our missionwhat worked

make working with REDK asuccessful experienceexperience


people who

are willing to damage my

image

lived a negative experience that created

peoplewilling

to listen

interested, attentive, because hope I can provide a solution

...my favorite type of clientswhat worked

Customers willing to

recommendme

trust, value, and care about what I’ve done for his business

Customers willing to support my business &

help me

happy, satisfied and identify

with the brand


...creating customer centricitywhat worked

methodologiesphilosophy &

culture

- ALM

- BANT - AIDAS

OBJECTIVEEMOTIONAL

learning

collaborative

structured & organized

progressive

- Marketing Metrics & Analytics

- ISO 9001 & ISO 27001

- Sales Metrics & Analytics

meritocracy

customerexperience - SLA Support

- SLA On-demand

- CRM system- ERP system- BI system

courtesy, respect, empathy, excitement

- Implementation Methodology


...how do business think? what worked

I can only sell a project if the implemented solution will/can:

1. save money2. make more money

1. save money2. make more money


1. set up the necessary systems to be able measure

3. focus on quality

... our conclussionswhat worked

2. practice CRM: customer centricity


understand CRM strategy beyond the technology

... our conclussionswhat worked


Align your business objectives and strategies with your Key Partners

... one final thoughtwhat worked


Thank you!Danke!

Gracias!Merci!


Building a business around SugarCRM

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