SunGard Improves Lead and Campaign Management With the Sales Cloud

Challenge

• SunGard—a global leader in software and processing solutions for financial services, higher education, and the public sector—needed a better way to manage leads and coordinate global marketing efforts
• Distributed operations and sales processes across 14 global segments and 50 brands made it difficult to collaborate on opportunities and measure marketing effectiveness
• Accurate and timely pipeline views, 360-degree customer perspectives, and customized lead management practices were desired

Solution

• SunGard selected Salesforce CRM to centralize customer information and standardize key processes worldwide
• The company quickly completed a multi-phase rollout of sales, marketing, and customer support applications to 1,000 employees; subsequent deployments have increased the user-base to over 2,000 employees in multiple business functions
• Using Apex code, SunGard built a custom object to manage all global leads, customer subscriptions, and email opt-ins
• SunGard customized lead statuses to extend funnel stages, and implemented tailored lead qualification processes for different segments
• Seamless integration with marketing automation solutions delivered from the AppExchange makes it easy to manage email campaigns and landing pages; leads are automatically captured and shared
• Salesforce CRM helps organize campaign programs, tactics, and messages for scheduling and measurement purposes

Results

• Active usage of Salesforce CRM exceeds 85 percent, for more accurate and timely business views
• Standard data and processes improve productivity and allow SunGard to present a unified, consistent face to customers
• The company now has improved collaboration on opportunities representing more than $3 billion in revenue
• In-depth processes managing more than 400,000 leads improve pipeline oversight and increase conversion rates
• Detailed campaign measurement helps SunGard refine its marketing mix to focus on activities with greater ROI
• Marketers are more accountable and have the data to back up their decisions; available measurements include ROI of total touches, total responses, conversion rates, total costs, cost per closed, and more