Mojo Interactive Boosts Sales and Marketing Effectiveness With Salesforce 

Challenge

• Mojo Interactive, a 30-person strong company which offers a suite of services for the medical and legal industries including lead generation programs, Web site management, Merchant Services, and Internet marketing solutions, needed a CRM solution to manage customer information and provide business insight.
• The sales team used Microsoft Outlook and Excel for forecasting and contact management; however those applications lacked real-time visibility. Sales reps also wanted a solution they could easily access when traveling.
• The company required a solution that would quickly deliver value.

Solution

• Mojo Interactive chose Salesforce CRM for its cloud-computing delivery model and mobile device support.
• The company selected Salesforce CRM Professional Edition, but upgraded as its business grew. It moved to Salesforce CRM Enterprise Edition for the Force.com API, which eases integration with 3rd party services, and then to Salesforce CRM Unlimited Edition for increased customization.
• With help from salesforce.com technology partner Astadia, Salesforce CRM was ultimately rolled out to 40 employees in sales, marketing, client services, accounting, and production.
• The company migrated data from legacy systems to Salesforce CRM, and implemented Web-to-lead functionality on all of its Internet marketing forms to capture new leads. The solution currently houses data on thousands of accounts, contacts, and opportunities.
• Bi-directional integration between Salesforce CRM and a proprietary database supporting the company’s flagship LocateADoc.com website keeps data in sync and current.
• Dashboards provide real-time snapshots of key business metrics including new sales, renewal revenues, and retention rates; forecasts show expected close rates.
• The company uses campaign management functionality in Salesforce CRM Marketing to monitor trade show expenditures, assigns associated leads, track eMarketing efforts back to a campaign and calculates ROI.
• Mojo Interactive creates, manages, and measures email campaigns using Salesforce CRM. VerticalResponse, from the AppExchange, provides professional looking graphics and real-time open, bounce, and click-through data.
• Mojo Interactive utilized its own FlexPhonePlus product to integrate incoming phone calls from VoiceStar directly into the Lead Queue, thereby streamlining in-bound phone calls directly tied to marketing campaigns.
• Salesforce for Google AdWords lets Mojo Interactive implement and track search engine campaigns from within Salesforce CRM.
• Distribution partners use the portal feature in Salesforce CRM Service to log and review the status of cases, and to make sales requests—in real time.
• Mojo customized Salesforce CRM to align with its unique business processes. Custom tabs store product history and track revenue events, which are recorded and submitted to the accounting team.
• Salesforce.com Training & Certification programs helps administrators expand on their success with Salesforce CRM. Attendance at Dreamforce each year helps them keep up to speed on best practices and meet potential partners.
• Integration with Microsoft Outlook helps maintain a record of customer communications and issues.

Results

• Mojo can now focus on delivering extreme ROI. With Salesforce CRM the company has increased the profitability of each tradeshow it attended in 2008 by 10%.
• The company also increased customer retention by 12% from 2007 to 2009.
• Business visibility and analytics support improved planning and facilitate better decision making.
• Integrated campaign management and Salesforce for Google Adwords enable greater analysis and more efficient spending on email and search engine efforts.
• By using Salesforce CRM’s real-time dashboards and reports to track sales and forecast status, sales personnel and management can make mid-course adjustments to meet their budgets.
• Salesforce’s cloud computing delivery model and easy customization keep IT costs low.