Archives For SugarCRM

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.

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.

Last week, we highlighted three fast, simple integrations that can turn your sales team into a deal- closing powerhouse. Today, let’s focus on marketing and customer support and discuss how they, too, can amp up performance in the New Year. Here are three more tools designed to help your marketing teams improve customer support and increase both the volume and quality of leads.

Act-On: Boost Your Marketing

It’s no secret that salespeople crave more –more leads and more insight into the leads they already have. Fortunately, Act-On marketing automation software can help on both fronts. Act-On can make it easier for your marketing team to generate quality leads, and it seamlessly embeds into the Sugar UX, providing better visibility into lead history, behavior, etc. This integration with SugarCRM can be a huge advantage when your sales reps first reach out to qualified leads.

Gain more insight into lead flow and lead behavior by integrating Act-On directly into your Sugar instance.

Gain more insight into lead flow and lead behavior by integrating Act-On directly into your Sugar instance.

Callinize: Streamline Support (and Sales) Communications

A CRM system makes customer support professionals more effective. When issues arise, it provides a support agent with the customer’s basic information, purchase history, etc. However, if your CRM and phone system aren’t integrated, your support rep may have to wade through step after step to ID the caller, establish a follow-up plan, etc.

Callinize solves this problem by making it super simple to connect your inbound and outbound calls right into Sugar. With Callinize, your agents will know who is calling, so they can immediately jump to the most relevant records. What’s more, Callinize helps agents populate follow-on tasks –a feature that’s useful to your sales reps, too, because they can use it to create follow-up reminders and tasks after any call.

Quickly and easily integrate your phone system to Sugar with Callinize

Quickly and easily integrate your phone system to Sugar with Callinize

Get Satisfaction: Turn Your Customers into a Community

Companies are always looking for ways to cut the cost of customer support. One way you can do this is to promote a culture of self-service using “customer communities” focused on your products or services.

A customer community is made up of customers (and some employees) who know your products well and can help others by creating content and/or communicating on your behalf to those who have problems. Your customer community can help customers solve basic or common problems, without the need for a costly call to your support center. In addition, your customer community can be used to generate new product ideas or features.

Get Satisfaction is a customer community platform that blends right into Sugar. So, while your customer community grows, the solutions and ideas that are generated within can be quickly turned into knowledge articles in Sugar. They can provide solution suggestions for the customer support teams using the Sugar support modules, as well as populate self-service portal articles.

These are just a few ways to leverage the power of the Sugar ecosystem to improve your marketing performance and boost customer satisfaction. For hundreds (literally!) of more ways to drive value from your Sugar deployment, check out Sugar Exchange.

And remember, it’s never too early (or late) to turbo boost your CRM and make 2015 the best year yet for your business.

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?

Is your CRM strategy and vision aligned with the modern customer? Does your CRM system support the full customer life cycle? Is your organization reaping the benefits of having a modern, forward thinking CRM? Regardless of the answer, there is always room for improvement when it comes to delighting your customers and improving the productivity of all of your customer-facing employees.

On November 5, Forrester Research’s Kate Leggett and myself will be sitting down to discuss what modern organizations need to match their CRM initiatives with today’s more engaged, informed, and connected customer. We will outline some of the core tenets of a “modern CRM” initiative, and cite several successful examples of modern CRM in action.

Join us Wednesday, November 5 and learn:

  • The six critical building blocks of modern CRM
  • How organizations are shifting from systems of transactions into systems of engagement to support the entire customer lifecycle
  • Tips on how any organization can begin modernizing their CRM initiative in the age of the customer

This promises to be an engaging and informative session for any business that is looking at the customer experience in the new the age of the customer. Join Kate and me on Wednesday and we will be happy to address any CRM and customer related questions you might have.

Registration is limited, so click HERE to register today. We hope you can join us!

By Clint Oram, Co-founder and CTO at SugarCRM

Think you know who in your organization is part of your customer service team? Think again. The fact is that almost every employee is potentially customer facing in today’s social era, compliments of Twitter, LinkedIn and Facebook, to name a few.

Fifteen years ago the customer relationship management dynamic was entirely different and much more finite. Back then employees in just a handful of departments engaged with customers through traditional channels — email, phone, chat or face to face. But the landscape evolved and direct lines of communication to customers have been extended to everyone in an organization — even back-office or “invisible” employees — via social channels. (Here at SugarCRM, for example, several of our engineers might blog for us, and these blogs are read and commented on by our customers.) This practice is not unique to SugarCRM. Many companies encourage their employees to responsibly engage with customers via Google+, Twitter or other social channels.

Unfettered access to a range of employees is a major benefit to customers who want to consocial-customer-care-1nect with company representatives apart from those in the marketing, sales or customer service departments. Today’s customers want to make a human connection with “regular people,” and know, like and trust those they do business with. Social media facilitates this type of connection. But the challenge is ensuring customer engagement is consistent and effective across the company regardless of which communication channel is used. It’s also important to provide value to the customer in each interaction, so having critical, up-to-date customer information at hand is critical throughout the customer journey.

In a recent article on ZDNet, best-selling author, Paul Greenberg, argues that customer’s voices, amplified by social media these days, makes them feel entitled to an amazing customer experience at the speed of light and woe to companies that don’t give it to them. He also goes on to say that if companies want to provide an amazing experience, they really need to understand, and be in close contact with, their customers. They need to be engaged with their customers. What a concept!

So, how do you stay ahead of this challenge and create a customer-centric culture at your company? Here’s a start:

  • Choose a CRM system that extends across the organization to all employees. With traditional CRM systems, we see that they are typically relegated to users in marketing, sales and support. If CRM was extended to everyone in the organization, imagine the customer relationships that could be nurtured and imagine the level of customer satisfaction that could be achieved.
  • Pick a CRM that is social-ready with an advanced user experience. Sugar helps you manage all social interactions with collaboration tools and contextual intelligence within a single dashboard.  This turns every individual into a customer expert by uniquely personalizing their interactions, creating a 360-degree customer view and driving true customer loyalty.
  • Recognize that great customer service is not solved by technology, but rather supported by it. Truly becoming customer-centric may require significant cultural changes inside an organization. Invest in this initiative. By getting every potential customer-facing employee to understand the value that they bring to the organization as a brand ambassador, and equipping them with the tools and information to facilitate superior customer experiences, the results will be overwhelmingly positive.

In our hyper-connected world, it’s imperative that all employees have the same access to customer information to deliver a consistent experience and avoid appearing fragmented and siloed. In essence, all employees can/should evolve into “customer experts.” This is how you ensure customer experience integrity is maintained in the 21st century.

This mission has guided SugarCRM throughout its decade-long history — well before the social media wave hit our shores. The company was, after all, founded on the idea that customer relationship management is more than marketing, sales or customer support automation. We have always inherently championed the individual, and emphasized that each customer-facing employee (these days that means everyone with a Twitter handle or Facebook profile) should be empowered to create extraordinary customer relationships.