Salesforce Marshals Alignment of Marketing and Sales

"We switched over to Salesforce and it made an enormous difference to incident resolution, capturing customer history and establishing customer rapport. Now our agents can see who our customers are, and when they last made contact."


— Alexandra Graham, AAPT ABS business unit campaign manager

Challenge

  • No single version of the truth for customer contact and service status
  • Inability to accurately measure marketing spend and align with sales
  • Increased market focus on bigger business
  • End-to-end management system required to support protracted sales cycles for bigger business

Solution

  • Acquisition of Powertel drove reengineering of sales and marketing platform to focus on top end
  • A switch to Salesforce widened access to existing Service Cloud provisioning
  • Implemented Sales Cloud extension and harnessed to policy incentivize user compliance across 200 employees
  • Integrated salesforce.com AppExchange partner Manticore Technology (effectively alerting AAPT sales people to hot prospects).

Results

  • AAPT service agents have the full picture of customer activity
  • Marketing and sales aligned; sales people equipped with more qualified leads
  • Reporting spotlights marketing effectiveness, steering future advertising investment and eliminating wastage
  • Salesforce provides framework for sales people renumeration.

AAPT

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