click to add text © 2011 ibm corporation social selling with ibm and sugarcrm

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© 2011 IBM Corporation

Social Selling with IBM and SugarCRM


Agenda

Challenges in B2B Selling

Social Selling Overview

Why IBM and SugarCRM?

Real Results

How to Get Started


Top Priorities and Challenges for Sales Executives

Strategic PrioritiesSales ProductivityCustomer acquisitionCustomer retention

ChallengesIncreased complexity Smarter customersIntense competitionReduce costs, especially travel

IDC 2011 Sales

Barometer Survey


Sales Teams have Challenges too

Spend too much time doing reports and not enough time selling to customers

Forced to use tools that don't help them sell

Wasting time on leads that don't pan out

Takes too long to prepare for customer meetings

Difficulty finding relevant and current product information

Need to understand portfolio with little training

Changing roles weaken relationships


Why ?

Why do we have these challenges when companies spent over $10B on Sales Force Automation software in the last two years?

Answer: Sales Force Automation systems are focused on managing the process and data instead of helping sellers sell

Social Selling Overview


Transform from Sales Force Automation to Social Selling

Focus on management Focus on selling


What is Social Selling?

Reach Spend more time with customers

Discover Understand your customers better than the competition

Act Focus on opportunities that create the most profit

Engage Apply expertise from across the organization


Discover - Understand your customers better than the competition

Know what customers are talking about and what they like and don't like through sentiment analysis of social data


Engage - Apply expertise from across the organization

Easy access to experts so you get customer questions answered



Leverage recommended communities and sales content



Re-use best practices from other teams


Act - Focus on accounts and opportunities that create the most profit

Use predictive analytic models to focus on the right deals and recommend the best products and pricing


Reach - Spend more time with customers

Access to experts, content and communities from Apple, Android, RIM and Nokia mobile devices


Collaborate with customers remotely with a rich set of social tools

15


Deliver an Exceptional Web Experience for Customers

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A Team of Top Performers Delivers Value

ValueHigher close ratesLower churn of important accountsTighter customer relationshipsShorter sales cycleMore competitive wins

IBM and SugarCRM Social Selling Software Components

Capabilities

Integration

Access

Why IBM and SugarCRM?


What differentiates IBM Social Selling from other solutions?

Maximum Reach to Customers

Broadest Engagement with Experts

Deeper insight into what customers are thinking and doing

Optimized Action based on Experience and Data


Maximum Reach to Customers

Richest set of social collaboration toolsSales reps can interact with customers via communities, web meetings,

instant messaging, surveys, shared files, discussion forums and projects activities

Rep choose what they need for that account - not limited to just sharing files

Exceptional Customer Experience Personalized web experiences that combine back-end applications,

commerce solutions, social applications, and cloud-based servicesReduce costs by supporting conversations with and between users through

online communities and through online self-service Adaptive experience based on preferences, behaviors, location, products

owned, devices, and sentiments of each visitor


Broadest Engagement with Experts across the Organization

SocialAnalytics

SocialAnalytics

SocialProfileSocialProfile

SocialContentSocial

Content

Governance and Lifecycle

Information Management

Process Management

REST ServicesREST Services OpenSocialOpenSocial

Activity Activity StreamsStreams

Business Business CardCard

AdaptersAdapters

Support Support SCMSCM HCMHCM ERPERP SalesSales

WidgetsWidgets Events/alertsEvents/alerts

Marketing Marketing

Access and contribute social data from all LOB applicationsCollaborate across the organization with the broadest set of social

applications


Deeper insight into what customers are thinking and doing

Powerful sentiment analysis

Collect and analyze snippets from multiple social data sources at the macro and micro/conversational level

Discover affinity between your product messaging and customer reactionsPre-built lexicon library that can be configured to your industry and products

Know what customers will do before they doDiscover evolving topic trends in customer concerns and issuesApply predictive capabilities to social media data to create triggers of churn


Optimized Action based on Experience and Data

Predictive Analytics gives everyone experience in what works Decisions on what product or pricing to propose can be based on past successDecision models can incorporate unique data for that customer and self adjust

as market changes

Better Forecasting through Business IntelligenceTrack how the entire sales cycle is performing, from sales reps and territories to

order fulfillment and pricing discountsIdentify process bottlenecks and capacity issues so you can improve timeliness

and sales volumeIncrease the understanding of customer buying patterns, needs, and levels of

satisfaction

Leadership

Market leading technologyIBM Connections – Marketshare leader in Enterprise Social software, IDC 2011IBM Sametime - Major Player in IDC’s 2011 MarketScape for Unified Communications Voice

InfrastructureIBM SmartCloud Engage - Named in leadership quadrant of Gartner's 2011 web conferencing reportIBM SPSS - 250,000 customers in 100 countriesIBM Cognos - Market share leader in Enterprise BI Platforms, Forrester Wave Q4 2010SugarCRM - Over 7,000 customers and more than a million users

Market leading professional ServicesGBS Strategy & Transformation – leader in Business Strategy,

Customer Experience and Market Strategy with deep industry knowledge

GBS Application Innovation Services – leader in development and delivery of leading edge technology solutions

Global capability to support any type of strategy, delivery and post-deployment support

IBM GBS Services begin with our extensive research that identified the best practices for top performing organizations


Multi-year transformation program spanning over 50 internal sales improvement projects

IBM Management Experience

Top Performance Research

Extensive Client Service

Experience

Assessment of sales force effectiveness best practices of top 100 performing companies over last 10 years

Over 100 sales force effectiveness projects across range of industries over last four years

12 critical success factors in sales effectiveness

Focused, disciplined opportunity pipeline management Disciplined buyer selection and targeted marketing

efforts Effective account planning and global account

management Relationship marketing focus over transaction selling

Precise definition of markets and market segments Detailed definition of customer needs and buying criteria Effective control of pricing and proactive pricing moves Sophisticated understanding of value delivered

Effective identification and sharing of sales methods and approaches

Individual compensation programs linked to desired sales behaviors

Clearly defined sales and sales management roles

Appropriate sales productivity support tools, not latest technology

Sales Strategy & Planning


Sales Management &

Process

Sales Management &

Process

Sales Organization &

Skills

Sales Organization &

Skills

Technology & Tools

Technology & Tools

GBS’s integrated the 12 key findings into a robust Sales Effectiveness Framework which looks at sales from beginning to end

Customer Value Proposition

Channel StrategyRevenue / Coverage Planning

Pricing / Profit Management

Partner / Channel Management

Sales MethodPipeline

ManagementRevenue

ForecastingPerformance Measurement

Understand Customer Needs

Develop Account Plan Establish Buying Vision

Qualify Opportunity Define Solution Close Sale Manage Relationship

Sales Process


Sales Management

Structure & Roles Sales Leadership

Talent Optimization

Compensation & Culture

Sales Organization & Skills

Org

aniz

atio

nal

Ch

ang

e M

anag

emen

t

Customer Interaction

Internal Collaboration

Enterprise & Mobile

Connectivity

Personal Productivity

Technology & Tools

Ed

uca

tio

n D

eplo

ymen

t &

Del

iver

y

External Collaboration

Real Results

ViroSafe/Panda Security

The Need:

Top-level support for existing and new resellers, improve email marketing to closely monitoring response triggers and streamline its sales process so that every lead was routed through its the system from a lead to a win. They also needed an open solution to ensure easy integration with other infrastructure.

The Solution:

A cloud based SugarCRM system with integrated social collaboration capabilities from IBM SmartCloud Engage

The Benefits:Ability to conduct meetings online saves transportation costs –

approximately $1,000/monthComplete control over all sales processesSales staff can work anytime, anywhere

“The SugarCRM solution is in the premier league, whilst the previous system was in second division. I encourage everyone to try it, especially together with IBM SmartCloud Engage”

Steinar L. Erksson, CEO Virosafe Norway/Panda Security

Imtech ICT

The Need:

Imtech ICT found that traditional hierarchical business structures were preventing knowledge-sharing and collaboration between its different business units – and realised that other companies probably faced the same problems.

The Solution:

Imtech ICT decided to develop C3, a new social software platform using IBM Connections that would make it easier for users to find and communicate with colleagues across the business. The solution was initially implemented internally within Imtech ICT, and subsequently offered to the company’s clients as a packaged solution.

The Benefits:

Enables sales teams to quickly find colleagues who have the skills required for specific projects, helping to win new business from clients.

Provides collaboration tools such as blogs, wikis and forums to help users discuss issues and share knowledge.

Minimises training requirements by integrating with Microsoft Outlook and IBM Lotus Notes.

“Successful collaboration no longer depends on building up a professional network over many years – C3 can provide a much more dynamic model that doesn’t rely on traditional hierarchies.”

— Jan-Willem Sigtermans, Director of Human Resources at

Imtech

XO Communications


The Need:

XO Communications needed to identify which of its small business customers were at the highest risk of switching to a competitor

The Solution:

Understanding critical data is key to identifying risk factors. XO Communications deployed an IBM SPSS predictive analytics solution that evaluates more than 500 variables for predicting customer defections within 90 days. That allowed the Customer Intelligence team at XO to build an accurate regression model keying on the 25 most relevant variables. Using this information, the client service managers can then proactively prioritize outbound calls to at-risk accounts.

The Benefits:60 percent improvement in revenue retention ratesRealizing millions of dollars in annualized revenue protectionFewer client services managers are needed for the same level of risk

coverage

“By enabling our client services managers to prioritize their proactive outbound calls – basically, a ‘health check’ on the customer – we can cover more risk with our existing Client Services team . It’s been a very successful business model for us and has helped usorganize our resources better.”

Trent Taylor, Director – Customer Intelligence, XO Comm.

Real ConnectionsThe Need:

RealConnections and THINNC, the company’s consulting group, serve large consulting clients and cloud-services customers. They were using Salesforce for CRM, but needed a solution that was easier to integrate with various cloud tools such as LotusLive, offered mobile capabilities, and had better pricing.

The Solution:

After evaluating several CRM they chose Sugar Corporate On-Demand with Sugar Mobile Plus, which enables access from a smartphone or tablet. And, for quick online meetings, RealConnections integrated Sugar with IBM LotusLive. Sugar manages all the company’s customer contacts and opportunities and provides additional insight about customers and prospects through its integration with Twitter and LinkedIn.

The Benefits:Provides excellent visibility into customer interactions as well as control

over sales and service processes. Optimized the company’s campaign marketing Mobile capabilities are time saverMigrating the data was about one third of what they spent on Salesforce.

Plus, now their data is better and they use more CRM functionality for significantly less money.

“When we share documents like proposals and presentations, what we shared and who shared it becomes part of the customer opportunity in Sugar,” Vos says. “For the customer, the meeting is simply an open discussion, but on our end we know exactly who was involved, what was shared, and at what stage in the sales cycle.”

—Eric Voss, Founder, RealConnections

How To Get Started


Different starting points for Social Selling

Maximize Reach with your customers •IBM SmartCloud Engage•IBM Customer Experience Suite

Discover insights about your customers

•IBM Cognos Consumer Insight

Act on opportunities that create the most profit

•IBM Cognos Business Intelligence •IBM® SPSS® Decision Management

Engage expertise across the organization

•IBM Connections•IBM Sametime

Get Started Today with Social Selling

IBM Sales Transformation Business Value AssessmentDetermine the ROI of transforming your sales team using your

unique business data and requirements

Test drive SugarCRM with a free 7 day trial Preloaded with test users and datasugarcrm.com/freetrial

Try IBM Connections and IBM Sametime on Greenhouse

SmartCloud Engage free trialLink to register for free trial



Christopher Lamb, IBM Program Director, Social CRM

[email protected], Twitter: chrisscottlamb

Additional Success Stories

SIG SAUER


The Need:

Organic business growth, the introduction of new product lines, and a rapidly expanding international presence had led SIG SAUER to a situation where its existing IT landscape was struggling to cope with the complex requirements of its diverse business markets

The Solution:

The solution analyzes data captured from all areas of the company to develop important insights into the manufacturer’s finance, procurement and sales processes, identifying bottlenecks which can then be addressed to reduce turnaround time for customers.

The Benefits:Provided management and other users with near real-time analysis to improve

decision making by accelerating the creation of reports by up to 97%Provided a pre-built data warehouse – avoiding a costly in-house development

project that could have taken up to two yearsCreated a single source of truth and a single reporting methodology, improving

confidence in the results of the analysis

“IBM Cognos Analytic Applications are an excellent option for businesses that need to transform their business intelligence capabilities rapidly, without sacrificing power and flexibility.

Ronen Wolfsberger, CIO of SIG SAUER

VCC

The Need:

VCC is a U.S. construction company that works primarily on large-scale retail projects. In an effort to expand opportunities beyond its current niche, the company needed a highly configurable and mobile solution that could enable collaboration among remote project managers, giving them access to crucial data, analytics and expertise while in the field.

The Solution:

With the help of IBM Business Partner iEnterprises, VCC used Sugar’s iExtensions CRM to synchronize its existing IBM Lotus® Domino® platform and a homegrown system. Sugar’s iExtensions CRM for IBM Lotus Notes® and Domino software takes advantage of the latest IBM technologies to help promote better collaboration, even greater productivity improvements and a lower overall total cost of ownership for VCC.

The Benefits:Provided managers with the ability to collaboratively access expertise

across the enterprise to make better business decisions and allow them to work five times faster while in the field

Enabled managers to use a smartphone to tap into a back-end customer relationship management (CRM) system programmed to deliver all relevant information, including project updates, customer and industry information, and potential leads, saving approximately 400 employee-hours per month

Allowed project managers the ability to access other project managers in real time, leveraging in-house expertise in real-world sales scenarios, contributing to an over 40 percent year-over-year increase in new business

“The bottom line is that our sales within new vertical market segments increased by over 40 percent, during a time when we were fundamentally expanding our business.”— Wayne Alley, vice president, VCC

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