Performance & Results > Sales & Marketing Transformation

Sales and Marketing Process Transformation Using CRM

The Challenge:

Ziegler has ten business units within four primary business divisions selling a broad array of financial services and products to different and often overlapping customer segments. Each business unit maintained separate client databases in various formats:

Different business units did not share information
Sales professionals maintained separate unidentifiable client lists
Clients received multiple, repeat communications and sales calls from different business units
Firm did not have control over its primary asset – client listing
Sales pipelines were non-existent or difficult to assemble
Nor formal sales processes
Different sales terminology was within each division
Cross selling difficult to measure
Cross relationship analysis purley anecdotal
Sales activities were not recorded
Silo nature of businesses

The Transformation

Using Pivotal Financial Services CRM. a strategy was put in place to transform Ziegler into a high performance sales organization by implementing a series of CRM adoption Phases including Contact Management, Activity Management, Opportunity Management, Sales Management and Marketing Automation/Management.

The Result:

With a solid technological foundation in place Ziegler is now poised to leverage the CRM system:

Control and manage its primary asset - client listing
Centralized data store of all leads, prospects, clients and intermediaries
Multiple sales professionals share contacts
Activities and interactions are stored creating client histories
Opportunity pipelines are reviewed weekly
Common sales terminology across the firm
Depth and breadth of relationships can be analyzed
Silos breaking down in favor of team based relationship management

While Ziegler is progressing through to Opportunity Management, significant work still remains to transform the firm into a high performance sales organization. Specifically, CRM has exposed several outstanding challenges that need to be addressed