Purpleclick increases sales closing rate from 15% to 30% with the Sales Cloud

Full Case Study

PurpleClick Media delivers customized Search Engine Marketing (SEM) solutions to SME businesses, ensuring they can be found by the people that are looking for them. It’s targeted internet advertising campaigns provide the key to successful online marketing for its customers, accelerating their sales lead generation and business growth.

During a period of rapid growth PurpleClick quickly realized it needed a system in place to help keep pace with demand and maximize the efficiency of its sales team. With a CRM solution in the cloud, salesforce.com shared many of the same philosophies as Purpleclick, so was the ideal choice.

Purpleclick deployed salesforce.com's sales cloud service for sales representatives and managers across Singapore, Malaysia, Thailand, The Philippines, Vietnam and Indonesia, immediately giving them access to a single data source that could be updated in real time, always holding an up to the minute view of customer accounts across the region.

The cloud model provided a cost-effective CRM solution for PurpleClick, with low start up costs and low maintenance and fast implementation. “We don’t have to worry about servers and system maintenance” says Leonard Tan, Managing Director, Purpleclick, “it’s an especially good way for small and medium companies to get their CRM off the ground rapidly with minimum hassle.”

PurpleClick relies on system alerts to keep sales leads on track and guide them through to close of sale.
 
However, Tan finds dashboards one of the system’s most valuable features, in keeping the business proactive. Where there was not complete visibility of business processes before, the management team is now quickly able to see how each pipeline is performing – for example dashboards show an at-a-glance view of sales activity within the $50k and above category in real time. And, with dashboards providing an early indicator of market activity, managers are able to drill down deeper into data segments to gain a deeper understanding of customers.

Dashboards also reveal the top sales performers, allowing PurpleClick to emulate best practices across the company. They also provide an accurate picture of closed sales, with deals recorded as ‘activated’ only once they are officially closed, which means sales figures reconcile with accounting.

Additional insights into sales by region and lead sources give PurpleClick greater control over its sales pipeline, as well as the ability to employ a very targeted approach to acquiring new business. In the initial phase of transition to salesforce.com, PurpleClick increased its close rate for sales from 15 to 30 percent.

Easy manipulation of data within Salesforce CRM report templates means that producing the quarterly numbers is far easier and less time consuming compared with the former Excel based system. Reporting in salesforce.com also allows for more in-depth visibility across various buying patterns.

Perhaps the greatest benefits come from the high level of transparency across sales teams. With all customer interactions recorded centrally in the cloud, accessible 24x7, sales representatives are always well versed in the details of each customer account. Even when a team member leaves the company the information is not lost – this 360˚ view allows employees to engage customers more closely and ensures repeat business.

Purpleclick