Social Selling with IBM and SugarCRM
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© 2011 IBM Corporation
Agenda
Challenges in B2B Selling
Social Selling Overview
Why IBM and SugarCRM?
Real Results
How to Get Started
© 2011 IBM Corporation
Top Priorities and Challenges for Sales Executives
Strategic Priorities
 Sales Productivity
 Customer acquisition
 Customer retention
IDC 2011 Sales
Barometer Survey
Challenges
 Increased complexity
 Smarter customers
 Intense competition
 Reduce costs, especially travel
© 2011 IBM Corporation
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
© 2011 IBM Corporation
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
© 2011 IBM Corporation
Social Selling Overview
Transform from Sales Force Automation to Social Selling
Focus on management
Focus on selling
© 2011 IBM Corporation
What is Social Selling?
Discover
Understand your
customers better than
the competition
Reach
Spend more time with
customers
Engage
Apply expertise from
across the organization
Act
Focus on
opportunities that
create the most profit
© 2011 IBM Corporation
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
© 2011 IBM Corporation
Engage - Apply expertise from across the organization
Easy access to experts so you get customer questions answered
© 2011 IBM Corporation
Engage - Apply expertise from across the organization
Leverage recommended communities and sales content
© 2011 IBM Corporation
Engage - Apply expertise from across the organization
Re-use best practices from other teams
© 2011 IBM Corporation
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
© 2011 IBM Corporation
Reach - Spend more time with customers
Access to experts, content and communities from Apple, Android,
RIM and Nokia mobile devices
© 2011 IBM Corporation
Reach - Spend more time with customers
Collaborate with customers remotely with a rich set of social tools
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Reach - Spend more time with customers
Deliver an Exceptional Web Experience for Customers
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A Team of Top Performers Delivers Value
Value
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Higher close rates
Lower churn of important accounts
Tighter customer relationships
Shorter sales cycle
More competitive wins
© 2011 IBM Corporation
IBM and SugarCRM Social Selling Software Components
Access
Capabilities
Integration
Why IBM and SugarCRM?
What differentiates IBM Social Selling from other solutions?
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Maximum Reach to Customers
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Broadest Engagement with Experts
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Deeper insight into what customers are thinking and doing
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Optimized Action based on Experience and Data
© 2011 IBM Corporation
Maximum Reach to Customers
Richest set of social collaboration tools
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Sales 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
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Personalized web experiences that combine back-end applications, commerce
solutions, social applications, and cloud-based services
Reduce 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
© 2011 IBM Corporation
Broadest Engagement with Experts across the Organization
Sales
Marketing
Support
SCM
Adapters
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REST Services
OpenSocial
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Social
Profile
Process
Management
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Widgets
Events/alerts
Social
Content
Information
Management
HCM
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ERP
Activity
Streams
Business
Card
Social
Analytics
Governance
and Lifecycle
Access and contribute social data from all LOB applications
Collaborate across the organization with the broadest set of social applications
© 2011 IBM Corporation
Deeper insight into what customers are thinking and doing
Powerful sentiment analysis
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Collect and analyze snippets from multiple social data sources at the macro
and micro/conversational level
Discover affinity between your product messaging and customer reactions
Pre-built lexicon library that can be configured to your industry and products
Know what customers will do before they do
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Discover evolving topic trends in customer concerns and issues
Apply predictive capabilities to social media data to create triggers of churn
© 2011 IBM Corporation
Optimized Action based on Experience and Data
Predictive Analytics gives everyone experience in what works
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Decisions on what product or pricing to propose can be based on past success
Decision models can incorporate unique data for that customer and self adjust as
market changes
Better Forecasting through Business Intelligence
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Track how the entire sales cycle is performing, from sales reps and territories to
order fulfillment and pricing discounts
Identify process bottlenecks and capacity issues so you can improve timeliness
and sales volume
Increase the understanding of customer buying patterns, needs, and levels of
satisfaction
© 2011 IBM Corporation
Leadership
Market leading technology
IBM Connections – Marketshare leader in Enterprise Social software, IDC 2011
IBM Sametime - Major Player in IDC’s 2011 MarketScape for Unified Communications Voice
Infrastructure
IBM SmartCloud Engage - Named in leadership quadrant of Gartner's 2011 web conferencing report
IBM SPSS - 250,000 customers in 100 countries
IBM Cognos - Market share leader in Enterprise BI Platforms, Forrester Wave Q4 2010
SugarCRM - Over 7,000 customers and more than a million users
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Market leading professional Services
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GBS 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
12 critical success factors in sales effectiveness
Top Performance  Assessment of sales
Research force effectiveness
best practices of top
100 performing
companies over last
10 years
Extensive Client
Service
Experience
IBM Management
Experience
 Over 100 sales force
effectiveness projects
across range of
industries over last
four years
 Multi-year
transformation
program spanning
over 50 internal
sales
improvement
projects
Sales Strategy
& Planning
Sales
Management &
Process
 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
 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
Sales
Organization &
Skills
Technology &
Tools
 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
© 2011 IBM Corporation
GBS’s integrated the 12 key findings into a robust Sales Effectiveness Framework
which looks at sales from beginning to end
Sales Strategy & Planning
Customer Value
Proposition
Revenue /
Coverage
Planning
Channel Strategy
Pricing / Profit
Management
Partner / Channel
Management
Sales Method
Pipeline
Management
Revenue
Forecasting
Performance
Measurement
Sales Process
Understand
Customer
Needs
Develop
Account
Plan
Establish
Buying
Vision
Qualify
Opportunity
Define
Solution
Close
Sale
Sales Organization & Skills
Structure &
Roles
Sales Leadership
Talent
Optimization
Compensation &
Culture
Technology & Tools
Customer
Interaction
Internal
Collaboration
External
Collaboration
Enterprise &
Mobile
Connectivity
Personal
Productivity
Manage
Relatio
nship
Education Deployment & Delivery
Organizational Change Management
Sales Management
Real Results
ViroSafe/Panda Security
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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/month
 Complete control over all sales processes
 Sales 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
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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 rates
 Realizing millions of dollars in annualized revenue protection
 Fewer 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 us
organize our
resources better.”
Trent Taylor, Director –
Customer Intelligence,
XO Comm.
© 2011 IBM Corporation
Real Connections
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The 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 saver
 Migrating 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
Discover insights
about your customers
•IBM Cognos Consumer
Insight
Maximize Reach with
your customers
•IBM SmartCloud Engage
•IBM Customer Experience
Suite
Engage expertise
across the organization
•IBM Connections
•IBM Sametime
Act on opportunities that
create the most profit
•IBM Cognos Business
Intelligence
•IBM® SPSS® Decision
Management
© 2011 IBM Corporation
Get Started Today with Social Selling
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IBM Sales Transformation Business Value Assessment
 Determine 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 data
sugarcrm.com/freetrial
Try IBM Connections and IBM Sametime on Greenhouse
SmartCloud Engage free trial
 Link to register for free trial
© 2011 IBM Corporation
Christopher Lamb,
IBM Program Director, Social CRM
chrislam@us.ibm.com,
Twitter: chrisscottlamb
© 2011 IBM Corporation
Additional Success Stories
SIG SAUER
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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 years
 Created 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
© 2011 IBM Corporation
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:
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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