Salesforce CRM the ideal complement to Datarati’s marketing automation business in the cloud

Challenge

• Requirement for centralized, readily accessible data repository
• Data stored in multiple spreadsheets gave no clear indicator to what was driving revenue
• Keen to evade “Excel hell” typically experienced by marketers who need to regularly report on multi-channel marketing data, such as paid search, email marketing, paid display, social media and web analytics.
• End to end automation of internal and external business processes a primary objective.
• Integration with existing cloud based, highly-automated systems essential.
• As a startup, needed ability to “bend and twist” CRM application in line with new services and overall development of business model

Solution

• Salesforce.com’s cloud CRM provided best fit for Datarati’s business in the cloud
• 4 Salesforce CRM Enterprise Edition licenses and 2 Mobile Lite licenses deployed in 2009
• Essential integration with marketing automation software Marketo
• Implementation includes Campaigns and Service and Support across all customer cases
• Appirio sourced from salesforce.com  AppExchange Application Marketplace for Google Apps synchronization
• Timba Surveys sourced from AppExchange for custom prospect and customer survey development and execution

Results

• Seamless integration of Salesforce CRM with marketing automation application Marketo
• Leads automatically scored and nurtured based on explicit and implicit data until ‘sales ready’ at which point they are pushed into Salesforce.com for the inside sales team to qualify.,
• Time to close shortened by approx 30 - 40%
• Tracking of customer behavior optimizes opportunities for generating consulting revenue
• Performance dashboards provide valuable insights into business operations and improve forecasting
• Data dashboards give accurate view of data quality (number of records, level of completion etc.)
• 100+ custom marketing analytics reports & dashboards
• Application development time dramatically reduced with AppExchange – Surveys app created in 45 minutes versus anticipated half day
• Automation of manual processes in Salesforce CRM generates time saving of around 70% compared with  “Excel hell”
• Fully automated cloud business model consolidated in salesforce.com saves headcount of 2 per year (or approximately $140,000)