Parish Capital Advisors uses Salesforce CRM to Drive Private Equity Fund of Funds

Challenge

• Parish Capital Advisors, a private equity fund of funds with offices in Chapel Hill, NC and London, sought a database to track the funds in which it and its clients invest.
• The firm’s business is based on investment opportunities rather than pure selling events so the solution had to accommodate this unique model.
• A dearth of best practices tools for the investment industry forced the firm to seek out a CRM solution it could customize to fill this need.

Solution

• After considering Microsoft Access, GoldMine, and ACT!, Parish Capital selected and deployed Salesforce CRM Professional Edition to all 20-plus of the firm’s employees across both offices.
• Dashboards track investors and prospects, providing ongoing metrics on business success in a simplified format.
• Investment professionals generate reports, empowering employees with greater insight into fund activity.
• From the AppExchange, Parish Capital installed Business Objects’ Crystal Reports, which drives custom reporting on underlying funds and companies in which its funds invest.
• Web-to-lead functionality routes prospects who visit the firm’s corporate site directly into Salesforce CRM where advisors can then act on those opportunities.
• Custom tabs allow the firm to track many different kinds of investments.

Results

• Every deal and transaction is driven through Salesforce CRM.
• By installing Crystal Reports from the AppExchange, Parish Capital is able to integrate with its existing accounting software.
• With simple modifications, Parish Capital customized the solution to its model and to meet its investing objectives.
• The firm’s Salesforce CRM-centric best practices win the praise of its underlying portfolio fund representatives.