Archives For CRM

We all know the importance of customer experience. Watermark Consulting published a great study on this showing that customer experience leaders outperform the S&P 500 by 35 points, and customer experience laggards post a return 45 points lower than the S&P 500.

Yet, many organizations struggle with providing a consistent and optimized experience for their customers because of:

– internal siloes between sales, marketing and service teams

– disconnects between digital touchpoints, such as digital marketing initiatives, and human touchpoints, such as sales, service, and call center people

How many times can you think of cases where a prospect received an email or web offer, but then followed up with a salesperson who had no knowledge of that offer?

That’s why, SugarCRM is very excited to be working with IBM on the new IBM Marketing Cloud for SugarCRM. Multiple customers, including Rodobens in Brazil, and Henry Wurst Inc., have already chosen to deploy the newly released offering, which integrates Sugar for customer relationship management, and IBM Marketing Cloud built on Silverpop Engage, for marketing automation.

“We’re pleased to see how well this solution is being received by our customers,” said Larry Augustin, SugarCRM CEO. “IBM Marketing Cloud and Sugar have immediately resonated with clients who are looking to improve customer engagement and business performance. Together, Sugar and IBM Marketing Cloud enhance customer relationships while making marketing more efficient, sales more productive and service more satisfying.”

IBM Marketing Cloud and SugarCRM empower the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data, providing analytical insights and automating relevant cross-channel interactions.

Integration with Sugar customer relationship management software provides:

  • Automatic Customer Data Sync: Automatic data synchronization between Sugar and IBM Marketing Cloud delivers a complete view of customer activity across all departments and functions, and eliminates data duplication and inconsistencies.
  • Customized Alerts: Alerts can be set to inform key stakeholders in any department when a customer reaches a certain score or rank. Scoring models can be built based on a broad range of behaviors.
  • Contact Insight: Enables users across Sales, Marketing and Service to open and track all interactions with customers and prospects. Sales personnel can add contacts in the CRM system and trigger automatic inclusion in marketing programs.
  • IBM Marketing Cloud emails sent directly from Sugar: Sales teams can customize pre-configured email templates and use them to communicate personally with their customers and prospects.

“At IBM, we’re committed to delivering exceptional experiences for customers across the entire buyer journey,” said John Mesberg, General Manager, Offering Management and Strategy, IBM Commerce. “Our integration with Sugar enables us to tap a rich store of customer data that includes all touchpoints – both human and digital. This comprehensive view makes for better decisions and more meaningful interactions at every step. We’re very pleased at the added value this integration delivers to our users.”

Learn more or register for a demo at the SugarCRM page here, the Sugar Exchange entry here, or the Silverpop page here. Or, come see it in person at any of the following upcoming events:

For the most up-to-date list of events, please refer to the SugarCRM events calendar here!

While we often lump sales & marketing together – the truth is that all too often there are significant gaps in terms of how companies manage the process of turning a B2B prospect into a qualified lead, and passing that lead successfully to the right sales rep. Many factors can come into play that can cause sales and marketing disconnects – however, the good news is that by following a few simple rules, organizations can get sales & marketing teams in sync and keep them that way.

So, here are a few sure fire methods for driving more alignment in your sales & marketing organizations as well as driving more revenue out of every qualified lead:

Agree on Terminology

It seems basic – but without mutually agreed upon definitions of what is – and what is not – a qualified lead, sales can suffer. Many marketing organizations are measured on metrics like lead volume, not lead quality. But by understanding that quality leads are what matters most – sales and marketing staff can come to common terms around lead status (such as a marketing qualified lead versus a sales qualified lead) and adjust marketing activity and expectations accordingly.

Use Data from Sales to Improve Lead Quality

Many times marketing is seen as a one-way street. The marketing team generates leads, throws them “over the wall” to sales, and that’s it. However, it is important to for marketing to both capture post-conversion behavior in addition to demographic and other telling data points. By creating a rich set of data after the lead is qualified, marketing can learn even more about what makes some leads more likely to close, and refine and re-tune marketing efforts to increase effectiveness and reduce overall spend, driving ROI and revenue.

Integrate Marketing and Sales Tools

When performing CRM deployments at even the largest and most sophisticated organizations, we’re often surprised at the lack of cohesion between the tools generating leads and the software sales reps use every day to close those leads. Fortunately, today integration technologies and the design of modern software tools make it easier than ever to create tight-knit, bi-directional integration. This allows marketing to better nurture and re-nurture leads that take time to close, and gives sales better insights into the behavior and information gathering lead go through before engaging in a sales interaction.

Deeply integrated marketing and sales tools, as seen here with data from IBM Silverpop seamlessly embedded into Sugar’s SFA UI, can build bridges between sales and marketing to drive enhanced conversion and close rates.

Deeply integrated marketing and sales tools, as seen here with data from IBM Silverpop seamlessly embedded into Sugar’s SFA UI, can build bridges between sales and marketing to drive enhanced conversion and close rates.

So, these are just three tips and tricks any organization can make in order to better align sales & marketing teams. Ultimately, shared goals and well thought out approaches to process can lead to success, aided by the proper use of technology of course. To see even more tips on driving even more sales from your marketing efforts, check out our free eBook by clicking HERE.

channel-cheifs-2015-400.jpgAnyone familiar with CRN’s “50 Most Influential Channel Chiefs” list knows it’s a distinction of honor. So when the announcement came this week that my name was among the most highly accomplished channel executives, I was proud beyond measure for both our channels team and our channel partners. We have a top-notch channel program at SugarCRM and the success our partners are enjoying illustrates how well that program is working.

SugarCRM has a long history of being a channel publisher (that’s “inside baseball” jargon for being a company that sells through channel partners). We started the company 10 years ago and within days of releasing our first version of Sugar in July 2004, a CRM consulting firm named Synolia in France reached out to ask about our channel program. That was the beginning of a very powerful set of partnerships between SugarCRM and over 200 CRM consulting and reselling companies around the world.

Over the course of the last two year years, I and my team have worked diligently to up-level the channel program and add significant new structure to enhance it. We brought our value added resellers (VARs), system integrators (SIs), original equipment manufacturers (OEMs) and independent software vendors (ISVs) under one department and executive leader. This means every partner who represents SugarCRM, embeds Sugar in their own products or integrates with Sugar is now managed by one, fully integrated department. In that time we have also rolled out partner scorecards so each partner can continuously measure their success, established an OEM program and team to work with other software companies that want to embed Sugar in their products, and launched a revamped reseller program with program tiers based on training certification minimums and sales attainment. We also moved our channel partner program up-market, focusing on larger customers and larger partners.

The results speak for themselves. Now, over 60 percent of SugarCRM’s recurring revenue comes from our global channel partners and almost every customer leverages one of our partners, whether a reseller, SI, ISV or OEM partner. We have more than 200 VARs in over 30 countries around the world. We have expanded our channel program to include an OEM partner offering for regional- and vertical-specific solutions with partners like Project Pipeline. And, we’re on track to grow our channel partner program even more this year.

For me, the Channel Chiefs title is validation that the SugarCRM ecosystem of partners continues to be a significant component of the company’s success and our customer’s CRM success.. The implications are just as important for the CRM marketplace itself. Of course, SugarCRM has already proven its mettle as a disruptive player in the CRM market by virtue of its focus on the individual as key in creating extraordinary customer relationships. But just as important, every company that uses CRM must look closely at what differentiates them and implement the right CRM solution that enhances and illustrates those differentiators to their customers. That’s what our partners do for our customers.

From starting the company in 2004 to driving CRM success through our partner ecosystem today, I love every day here at SugarCRM. From the product to the people, SugarCRM is in a league of its own, bucking yesterday’s technology and setting new standards in the industry. This Channel Chiefs accolade is indeed testament to the great success the SugarCRM team and our channel have achieved due to perseverance, innovative thinking and a singular focus on highlighting the customer experience as what’s really important in CRM. I’m proud to share my title of “Influential Channel Chief” with the entire team at SugarCRM and our channel partners, and look forward to our continued success.

As today’s marketplace becomes more and more competitive, it becomes harder and harder to compete based on the old standards: price and product features. Customers today simply have more choices, and are more knowledgeable than ever thanks to the web and social media. The best way to stand out in business today is by offering a superior experience for every prospect and customer.

But, how can you ensure you are providing the best possible customer experience? One method is to align your internal business operations with the typical lifecycle of your customers. This can be done through what is called a “customer journey exercise.”

By mapping the customer journey, any organization can identify how a customer typically goes about making a purchase decision with the company. And, these exercises can help identify internal gaps where the organization is not meeting the expectations of the customer. But how do you turn your customer journey map into the actions that will transform your business?

Join us on February 18th for an informative webinar from SugarCRM and Phil Winters, the head of CIAgenda and a “Customer Perspective Champion,” and “Data Whisperer” with decades of experience helping hundreds of organizations better align their operations with the customers’ perspective in mind.

In this webinar, Phil and SugarCRM Vice President of Product Marketing Karen Hsu will outline the reasons why mapping the customer journey can have a huge impact, illustrate some basic steps to get started, and provide some success stories of organizations which have effectively mapped their customers’ typical journeys.

If your organization has customers, and it has yet to undergo a customer journey exercise – don’t miss this opportunity to learn from the experts! To join the webinar, simply click HERE to register.

Your SugarCRM system is the workhorse of your sales organization. It centralizes customer data and processes, empowering users to better understand and engage with consumers –wherever they happen to be in the pipeline.

But are your users making the most of what the SugarCRM ecosystem has to offer?

Here are three simple tools to drive productivity, shorten sales cycles and improve overall CRM adoption and ROI. Before we turn the calendar to the New Year, resolve to optimize your SugarCRM deployment by adding on these fast, simple integrations:

Electronic Signature – Speed the Sales Cycle

One of the most tedious phases of the sales cycle is the seemingly endless back-and-forth around sales proposals, quotes and contracts. Typically sales agents need to email or (gasp!) fax quotes and contracts to prospects and customers – which delays the close of a sale, and adds unnecessary friction into the sales process. However, with e-signature tools like DocuSign integrated with a CRM system, reps can fire off quotes right from the CRM that are signature enabled. All a customer needs to do is digitally sign, and viola! – the deal is done. No more emailing, printing, signing, scanning, emailing, etc. And, closed deals are inputted right into the CRM system, so reps can immediately see the effect of the deal on their path to quota.

D&B for Sugar: Improve data quality and agent productivity

Sugar is great at managing the flow of leads to sales reps. However, there is an ocean of information available about every prospect and company that is likely not immediately available to a sales rep inside Sugar. By leveraging the breadth of data in D&B for Sugar, sales reps can seamlessly access and consume myriad data points to ensure they have accurate and timely information that can help them be more prepared along every stage of the sales cycle.

D&B for Sugar empowers sales agents with a number of valuable data points around millions of companies, including:

  • The company’s latest financials
  • Recent changes in locations, leadership, regulatory filings
  • Unstructured data such as social media, news and market insight
  • Corporate linkage information
  • Accurate contact information for decision makers
D&B for Sugar makes it easy to quickly create new records from D&B data, and increase data quality in your Sugar instance.

D&B for Sugar makes it easy to quickly create new records from D&B data, and increase data quality in your Sugar instance.


CPQ – Simplify Complex Product Sales

Configure, price, quote (CPQ) tools help automate the arduous tasks around configuring product bundles, optimizing pricing, and building compelling sales quotes. Modern CPQ tools like EndeavorCPQ are fully mobile, and highly intuitive – making it easier than ever for sales reps to use. EndeavorCPQ’s system launches from a Sugar quote and guides the sales person through the quoting process, making recommendations and ensuring that all product and pricing is 100% accurate. It saves all quote data back to Sugar and provides the ability to generate a PDF, Word, Excel or email quote for immediate delivery.

EndeavorCPQ embedded into Sugar allows sales agents to quickly and easily configure product offerings and create compelling sales quotes that optimize profit margins.

EndeavorCPQ embedded into Sugar allows sales agents to quickly and easily configure product offerings and create compelling sales quotes that optimize profit margins.


These are just three of the myriad tools inside the SugarCRM ecosystem designed to boost sales reps’ productivity, close deals faster, and cut some fat out of the sales process. To see more cool integrations and connectors for Sugar that your team can use to their advantage – check out Sugar Exchange.

So, how will you resolve to optimize your SugarCRM deployment in 2015?

Note: The following is a guest post from Thomas Shields, Vice President, Marketing Program Delivery, BancVue.

An Empathic Challenge To Your Customer Journey!

All of us want to delight our customers, engage their interest and drive true customer loyalty. However, many of us are fighting an uphill battle and significant challenges stand in our way. The problem becomes particularly pronounced as we focus on growth.

The root cause lies in our perspective. There is a flaw in the way we conceptualize our customer and the value we bring them. shieldsWe almost always start by defining their journey by OUR milestones — simply because that is what we know. “We worked so hard on delivering the most brilliant, innovative product ever known to the industry. It truly defines perfection… why wouldn’t they want to hear about it right now?” Right?

The key to an effortless and truly graceful customer journey lies in our orientation, our ability to truly walk in our customers’ shoes and see our company, and our offerings, through their eyes. Let’s call it Empathic B2B. That perspective is totally unnatural for us because we are human and, in that way, are inherently biased by our own perspective.

Great companies know how to walk in their customers’ shoes and they build themselves around that. It sounds so obvious when you hear it – but do a quick gap analysis on how well you execute the theory.

  • Do you have a customer journey document that accurately captures the customer’s perspective?
  • Does the customer perspective lead and guide all your B2B efforts?
  • Are your customer onboarding processes written in words your customer would use, not your internal jargon?
  • Does your customer have the same milestones as you do in your sales documentation?

If you start to really peel back the layers you realize that we as leaders are sending conflicting messages to our troops. The primary message is “think on behalf of the customer,” but yet we fail to truly reinforce that at any point within the cultural and operational infrastructure we build. Too often, everything we build and say is “about them through our eyes” instead of being “about them through their eyes.”

So, how do you make this shift within your organization? Here are some tips:

  1. Go through an exercise and document your client journey from their perspective.
  2. Really challenge yourself to think like the client and forget your internal bias toward yourself.
  3. Include clients early and often. Choose some of your best clients (not necessarily those that love you the most) and talk to them. Validate that you have accurately captured their perspective and look for that sigh of relief or exclamation of excitement from them telling you that you “got it”.
  4. Don’t flatter yourself into thinking that you already know best because of your past experiences.
  5. Enlist internal champions to help you celebrate the transformation as a company priority and to make it a sustainable reality.

Once you’ve taken the above into consideration, start with your CRM system. No system should more clearly reinforce your customer’s journey than your CRM software. Use it to improve those metrics that define and reinforce the customer perspective for your team. Use it to reduce your customer’s efforts BancVue Logoon their journey, not yours. At our company, we used SugarCRM to achieve this. We implemented Sugar as a true enterprise application, spanning Customer Service, Finance, Legal, Marketing Operations, Sales, Technical Operations and Training.

We found the platform especially ideal thanks to its flexibility. We could seamlessly assimilate our customer’s unique journey into the rhythm of our business. It’s a shift in thinking that leads to improved internal processes and external relationships. And, it has shown results at BancVue.

BancVue has tripled in size since 2006, and Sugar paces the growth with new uses, customizations and integrations. We’re experiencing another period of explosive growth right now, and I know we couldn’t be successful managing that without Sugar.

Want to learn more about how we delighted our customers at BancVue? Read our case study and watch the video here:

About the Author

Thomas Shields is a heavy lifter. As VP of Marketing Program Delivery for BancVue, he lifts revenue and results for community banks and credit unions across the nation by managing the deployment of internal applications and the development of BancVue’s enterprise process architecture.

appsorangsThe title may be a bit confusing if you thought the words “customer” and “consumer” are the same, but I urge you to think again. There is a huge distinction in these two groups of people, especially as it applies to CRM. When we go to market as a CRM vendor, we essentially play both the “B2B” role of winning over decision-makers (“customers”), while also needing to win the war over user adoption (the true “consumers” of CRM). And oftentimes, the needs and goals of these two groups may seem different, if not diametrically opposed.

We have seen the types of issues than can befall firms that favor the “customer” over the consumer. In the smartphone world, Blackberry listened to the corporate IT “customer” while Apple favored the “consumer” and brought the iPhone to market – and we’ve seen how Apple’s fortunes have fared since 2007. Closer to home, we saw companies like Siebel Systems favor a complex, enterprise IT and CXO selling focus at the expense of the user experience. While some of the Siebel technology exists under Oracle, Siebel’s glory days are a distant memory in 2014.

At SugarCRM, we try to solve the “customer’s” issues (management-level decision makers) by meeting the “consumer’s” needs (the everyday end user) in new and innovative ways. By giving the front line, customer-facing employee tools they can actually use to do their job more effectively, a lot of benefits rise to the top. For example, with seamless and intuitive mobile tools, sales reps get a tool that gives them critical data when in front of clients. And, simple mobile tools ensure reps can add data when it is most fresh in their minds – not hours later. Therefore, data quality increases, as does revenue predictability – something management cares most about.

This is just one example of how designing for the consumer, and not simply the customer – makes sense. The symbiotic nature of “bottom’s up” design benefits everyone. When customer-facing employees actually want to use the system, management gains insight, predictability, while customer satisfaction and retention can increase (which means greater profit margins). I have seen sales teams that value the individual take this idea and run with it, to great success.

So, for those looking to begin or expand on a CRM initiative – it is important to ask yourself: Is the system I am evaluating designed for the decision-maker, or the everyday user? If it is the former, the long term benefits may not be as strong as you’d expect. But, if you choose a partner that designs with the consumer in mind, you are more than likely on the right track for higher adoption and more profound return on your CRM investment.