F5 Networks Helps Partners Double Business with Integrated CRM and PRM Solution from Salesforce.com

"We have dramatically increased partner loyalty. With a 300 percent increase in quarterly deal registrations and increased visibility to the pipeline, we're in a better position to help partners win deals."


Challenge
  • F5 Networks, the leading provider of Internet traffic and content management solutions, had improved sales processes and operations using Salesforce SFA—consolidated customer information and competitive insight allowed the company to capitalize on leads—however, issues such as channel conflicts and opportunity management continued to undercut the effectiveness of its partner sales efforts
  • Too many partners competing for the same business created problems within the partner program, which accounted for 90 percent of the business and was viewed by partners as an unfriendly system
  • The company lacked the technical resources to create a custom partner portal to encompass its myriad products and services
  • F5 needed a way to extend its CRM success to its partner program

Solution
  • After evaluating several other PRM solutions, F5 concluded that what it needed could not be achieved without a common program, database, and communication path; Salesforce offered the only comprehensive integration of CRM and PRM for full visibility across all sales channels
  • With Salesforce Partners, F5 developed a transparent deal-registration program with an agreed-upon set of rules of engagement and expectation levels to engender trust in its partners
  • A customizable and intuitive portal, branded to maintain the identity of the company and as easy to use as its corporate site, allows partners to easily register deals, conduct business with F5, and access tools such as marketing collateral, marketing funds, and pricing information
  • F5 channel managers can create and distribute leads in Salesforce, which are immediately available to partners through the partner portal
  • F5 integrated Salesforce with its Oracle Financials system so partners can check on order status after a deal has been finalized
  • The AppExchange directory, from which F5 can pick and choose from a plethora of channel-specific applications, will enable the company to meet its evolving business needs

Results
  • Improved workflow and automation rules reduce the deal-approval cycle by more than 90 percent; an increase in partner loyalty resulted in a 300 percent increase in quarterly deal registrations
  • Shortened time to market and decreased cost of sales helped F5's top 20 partners double their business in one year
  • Enhanced visibility to the pipeline positions the company to help its partners win more deals
  • A closed-loop system empowers the company to engage with partners earlier and more often in the sales process
  • Through the partner portal, partners have more access to leads and support, helping them do more business at a better margin—ultimately boosting F5's bottom line
 
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