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Case Study: Optimising and Improving Current System - IT Managed Service Company

Our client, an IT Managed Service company, had been using a CRM system for several years without performing regular housekeeping. Over time, the system accumulated outdated integrations connected to unused platforms. Consequently, the CRM contained 26,000 contacts that were either outdated, spam, or associated with businesses no longer in operation

Challenges

1. Lack of Accountability:

With there being so many different contacts and no knowledge as to whether they were live prospects, the sales teams weren't following up on any potential leads and as the leads were not assigned to anyone they were missing out on sales

2. Inconsistent Entries in System:

All the contacts were coming from various places, when each integration was set up, it wasn't done so in the correct way.  Meaning that contact details were not mapped to where they should have been.  There were first names in the surname boxes, some contacts had companies attached to them and some did not.  Due to this, they were unable to run any marketing campaigns

3. No Pipelines:

As entries were not being logged correctly, the business could not use the systems Pipeline feature.  They were unsure of what prospects they had in the pipeline

4. Wasting Money:

The company was spending thousands of pounds on the system every month. As it was not being utilised in the proper way, this money was being wasted and the sales team were unable to have a strategy of who to target.

Solutions

To address these challenges, we took a comprehensive approach:

1. Process Mapping:

When the system was initially implemented, the software provider failed to align it with the Sales team's specific business processes. Consequently, the setup lacked customisation to the business's needs. We addressed this by thoroughly mapping the processes, from the moment prospects entered the pipeline to contract signing. This enabled us to define a new process journey and establish suitable, relevant field names within the system.

2. Standardisation of Processes:

By providing a new process map, both the sales and operations teams gained a clear understanding of each prospect's journey. Additionally, we implemented system automations, establishing a standardised approach for managing each new contact efficiently and consistently

3. System Housekeeping:

The system had been neglected for years, with no maintenance or updates. We exported the data, cleansed it, and re-imported it into the system, ensuring accurate placement in the correct fields. Additionally, we updated every module to align with the organisation's business terminology, ensuring all fields were intuitive and meaningful to users

4. Information Flow:

We optimised the information flow by channeling all data through the system's form functionality. By maintaining this information securely in-house, we ensured complete control over data flow and successfully mapped all fields to meet specific requirements.

5. Dashboard & Reporting Implementation:

A centralised dashboard was developed to provide managers with a comprehensive view of overall business performance, empowering more informed decision-making. Additionally, tailored sales and activity reports were created for the sales team, enabling more effective resource planning and allocation.

6. Staff Retraining:

Comprehensive retraining sessions were conducted to ensure all employees were comfortable with the new processes.

The Results

The implementation of these solutions led to remarkable improvements:

Enhanced Team Morale:

Employees reported feeling more connected and accountable, fostering a collaborative work environment.

Increased Revenue:

By utilising the system correctly, the company were able to track and prospect with correct infromation.  This brought them in more contracts 

Increased Efficiency:

Processes became more efficient, saving time and reducing redundancies, which allowed staff to focus on delivering quality service.

Improved Customer Satisfaction:

Clients received enhanced services due to standardised procedures and improved team coordination, leading to higher satisfaction rates.

Conclusion

By effectively managing and optimizing the sales and marketing system, a return on investment (ROI) was achieved within one month, largely due to the presence of accurate and relevant contacts within the system.

Additionally, the implementation of team-wide automations significantly reduced administrative tasks, enabling the sales team to focus on engaging with high-potential prospects and driving sales growth

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