Case Study: Caplin Systems

Business Issue:

As Caplin Systems looked to expand its marketing team and initiatives, it soon realized these initiatives required a change in CRM systems. The company was using Salesforce.com and realized this system only supported about 50 percent of its sales activities and was therefore not cost-effective. In addition, it determined the system could not support its future marketing initiatives and customizations.

Requirements:

• Its requirements included the ability to create customizations that could support its unique business.
• It also needed the ability to synch properly to Microsoft Outlook for email and activity management inside the CRM, as well as offer several reporting functions.
• Caplin Systems and Technology Telecom performed a complete evaluation of CRM solutions. It was determined that Salesforce.com could not perform Caplin's requirements and Sugar Professional could. In addition, Sugar was half the price of its existing Salesforce.com implementation.

Solution:

• Caplin Systems migrated users to Sugar Professional and added additional subscriptions.
• Its initial deployment included a few customizations but primarily focused on meeting a tight timeline of a few weeks. As a result, it initially used a Sugar "out-of-the-box solution" to insure a timely implementation with strong user adoption and secure buy-in from everyone.

Benefits:

• Immediately reduced the cost of its CRM subscription by 50 percent with its move from Salesforce.com to Sugar Professional.
• Tripled the amount of web leads coming through its sales pipeline with Sugar's enhanced web marketing capabilities.
• Gained rapid user adoption across the company and reduced the learning curve considerably with Sugar's intuitive user interface.
• Increased visibility into its business from a variety of angles with Sugar's reporting function.
• Improved lead management including its ability to qualify and expedite leads to its sales team.
• Automated daily activities that allow for more targeted, cost-effective marketing.
• Improved its ability to communicate and collaborate with fewer meetings.