Business context:
Sogeti acquired Insight Test Services in 2008 because of their market leadership in Software QA and Testing, which is one of the largest and leading practices in the Sogeti Group.
 |
|
In the integration of the two businesses it was essential that we:
- quickly created a single value proposition, lead generation and sales process to ensure sales and revenue momentum was maintained in a rapidly deteriorating economic environment.
- maintained control of our sales and marketing process, increased activity , measured our performance and secured new clients and projects.
|
This was particularly challenging in a period of significant economic downturn and considerable change, which included new product and service offerings, new management, new organisational structure, new aligned processes as a result of bringing two businesses.
Business Solution:
Deploy CRM (a) as a single repository of all customer related interactions and (b) maintain the control and integrity of the single new integrated processes.
Microsoft (MS), being a strategic partner of Sogeti, was the obvious solution for many reasons, some of these were as follows:
| 1. |
Sogeti had been providing CRM solutions for its own clients, so had the business and technical expertise. |
| 2. |
Insight Test Services had an operational MS-CRM system but was using only some of the functionality. |
3.
|
The Sogeti team’s experience in a number of CRM solutions and Insight’s experienced as an existing user meant it was a quick decision for us that MS-CRM was a good fit and could be quickly deployed. |
| 4. |
The integrated nature of MS-CRM, MS-Exchange and MS-Outlook ensured that we had no challenges around look and feel and deploying functionality that would deliver value very quickly. |
Implementation:
| 1. |
Confirmed our integrated sales and marketing strategy (including eMarketing) |
| 2. |
Prepared a set of business requirements and a project plan (Integration, Data Migration, Test, Training and Rollout) |
| 3. |
Set up a new CRM server and integrated with our MS-Exchange system |
| 4. |
Upgraded to the latest version of MS-CRM |
| 5. |
Migrated Insight Test Services historical data , client and account data to new server |
| 6. |
Configured the system for our rules and business development process |
| 7. |
Trained initial core users (Sales , Marketing, Business and Service Line managers) |
| 8. |
Most importantly from a business management perspective and value realisation made CRM the only place we would track and manage sales & marketing activity and it is the source data for all weekly operational processes relating to sales, lead generation and marketing. |
Benefits:
| 1. |
There is well defined standard information for all leads and opportunities available in real time |
| 2. |
A well defined business development process was documented and institutionalised |
| 3. |
Sales activity and performance is measured and reviewed weekly |
| 4. |
Qualification has improved reducing cost of sales by 20% so far |
| 5. |
Every 3 months we are doubling our pipeline value |
| 6. |
More focused activity on moving opportunities through the pipeline and enhanced closure rates |
| 7. |
Improved availability of information on customer and related activity available to staff |