Bertram Capital Taps Salesforce CRM to Drive Relationship and Deal Management

Challenge

• Bertram Capital--a private equity firm with $350 million of capital under management targeting buyout and growth equity investments in lower middle market companies-- required a CRM solution to manage its robust deal pipeline and to track interactions with intermediaries.
• The speed and responsiveness of a prior system proved sub-par. 
• Bertram Capital found that few offerings could address its need for a flexible system with reliable remote access capability and customizable reporting.

Solution

• In evaluating Salesforce CRM, Bertram Capital found the cloud-computing solution addressed the needs of its industry and offered an attractive value proposition.
• The company deployed Salesforce CRM Enterprise Edition to its business development and investment professionals. 
• Bertram Capital built workflow to manage its deal evaluation and tracking — replicating former business processes within Salesforce CRM for a seamless transition.
• Salesforce CRM serves as a central repository for notes, financial metrics, documents, client interactions, and non-disclosure agreements.
• Managers run weekly Salesforce CRM reports to assess the status of deals and for pipeline visibility.
• Bertram Capital built a custom “Companies” tab to hold records for different types of companies such as intermediaries, deal companies, and service providers. Customized screens dictate what types of information must be filled out.
• Bertram Capital downloaded and installed several AppExchange applications including: ExactTarget to manage its email campaigns, Anagram to quickly capture new contacts into Salesforce CRM, and FTP Attachments for document storage.

Results

• Salesforce CRM consolidates Bertram Capital’s relationship management under one umbrella solution, enabling all users to access and leverage the same information.
• Salesforce CRM's cloud-computing model lets Bertram Capital eliminate the need for infrastructure investment, software maintenance, and complex coding.
• By consolidating information and streamlining processes, the company saves time and increases productivity.
• Compared to Bertram Capital’s previous on-premise system, Salesforce CRM’s ease-of-use encourages user adoption.