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• Reliance on country-specific, un-coordinated sales systems
• No common, central system for viewing sales opportunities, proposals and other customer information
• Minimal management insight into sales performance

• Deployed Salesforce SFA and Force.com Builder to 700 sales teams in 22 countries and seven languages to create a single, comprehensive view of the customer across multiple channels

• Improved cross-selling capability
• Increased the company’s focus on customer management
• Enhanced sales collaboration on international sales opportunities
• Streamlined call, pipeline, and forecast management
• Helped the company adhere closely to the Six Sigma sales methodology for continuous sales process improvement
• Quick and simple to adapt the system to unique and diverse needs
• No up-front technology investment and drawn-out deployment; minimal impact on IT resources
• Increased the company’s focus on customer management
• Enhanced sales collaboration on international sales opportunities
• Streamlined call, pipeline, and forecast management
• Helped the company adhere closely to the Six Sigma sales methodology for continuous sales process improvement
• Quick and simple to adapt the system to unique and diverse needs
• No up-front technology investment and drawn-out deployment; minimal impact on IT resources

Tyco’s business is security and fire protection—and the company was recently faced with fighting a potential hazard on its own territory. A reliance on country-specific sales management systems made it difficult for the company to co-ordinate its cross-border sales activities, and effectively target groups of customers. In response to this challenge, Tyco has deployed Salesforce to more than 700 staff in 22 countries to create a single, complete view of its European customers. The subscription-based, on-demand CRM solution is increasing the company’s focus on customer management, improving cross-selling capability, and streamlining call, pipeline, and forecast management. It also helps the company adhere closely to the Six Sigma sales methodology for continuous sales process improvement.

Tyco Fire & Integrated Solutions designs, installs, and services fire detection, protection, and suppression systems, integrated access control and CCTV surveillance systems and other integrated solutions. With over €1.1 billion in annual sales and more than 6,400 employees, Tyco Fire & Integrated Solutions provides these leading products and solutions to the Oil & Gas, Marine, Traffic & Transportation, Commercial, Education, Healthcare and many other industries. The company is part of Tyco International Ltd., a global, diversified company that provides vital products and services to customers in five business segments: Fire & Security, Electronics, Healthcare, Engineered Products & Services, and Plastics & Adhesives.

Until recently, Tyco Fire & Integrated Solutions was relying on local sales processes in the 22 European countries within which it operates. These systems arose from the fact that each country and region used their own separate, country-specific sales system. This fragmented approach to managing customer relationships was not effective as it prevented the company from generating a unified view of customer sales across their regions. The sales methodology did not support or sustain the company’s strategy for future growth either. “Each country had its own CRM system, ranging from a homegrown system to Goldmine, and this made it difficult for the business to understand domestic customer needs, and cross-sell solutions,” explains Wayne Hepworth, Business Process Leader, Tyco Fire & Integrated Solutions. “With aggressive sales targets set for the organization, we knew we had to act.”

Rapid implementation and future integration

Tyco began the search for an alternative solution. For Hepworth and his team, Salesforce.com immediately stood out as an ideal candidate. “The presentation that Salesforce made was insightful, professional, and displayed a clear understanding of our business needs,” he says. “Salesforce was chosen because this web-enabled, hosted system offers rapid implementation, minimal up-front technology investment, and future integration to our existing and future ERP financial environment. It also supported the company’s drive towards Six Sigma—a disciplined, data-driven methodology for eliminating defects in our sales processes.”

Tyco has deployed Salesforce.com’s flagship sales force automation (SFA) application in 22 countries. The pilot phase involved deployment in the UK, France, Belgium, and Austria. Following the development of a highly successful prototype model, and rigorous sales awareness training, the rest of the countries received the next-generation sales management systems.

This unified approach to managing customer relationships provides more than 700 staff in these countries with complete visibility into the end-to-end sales lifecycle—from opportunity management and historical customer activity, to order entry and competitor intelligence. Sales teams and management also possess comprehensive analytics-based insight into the local, regional and pan-European sales pipeline.

Catalyst to deliver a more customer-focused operation

“Salesforce is acting as a catalyst to deliver a more customer-focused operation,” explains Hepworth. “This cost-effective, flexible, and scalable system provides our staff with the information needed to drive cross-selling initiatives and increase product and market segment penetration. Moreover, Salesforce enables our sales staff and management to have greater visibility of their own sales pipeline and take greater ownership within it, improving accountability. By leveraging all our sales force activities and managing our sales calls through to order entry we are also improving productivity.”

This powerful CRM application provides increased recognition of cross-selling opportunities through team coordination, sales collaboration on pan-European sales opportunities, and streamlined call, pipeline and forecast management. Moreover, it allows sales teams to increase their face to face time with customers—enabling improved customer understanding and business solutions delivery.

Customizing the system to meet Tyco’s specific sales needs was a key objective, but thankfully they have not needed to devote long to changing the system. “The customization was incredibly easy once the ‘Tyco vanilla’ had been developed with the pilot teams input. The ease of configuration enabled the simplified sales processes to be embedded (digitized) within the application, this along with the mandatory field data entry has improved data capture and hence reporting. The application has improved the sales pipeline visibility and provided the common language and metrics needed to enable the key business drivers and subsequent business rules to be set. Ease of integration has also allowed us to link our own Extranet to the site. That has acted as a repository for all our awareness, staff training and full business rules —improving the initiative sustainability by consistency of training new staff and refreshers.”

Despite the team being heavily involved in rolling the CRM program out and maximizing user adoption, they’ve still had time to study The AppExchange, Salesforce.com’s on-demand application-sharing service. “On-demand, pre-packaged applications will really enhance our Salesforce deployment as we move forward. We can road test hundreds of different applications. Already, we’re examining very closely applications which will improve our data mining, sales coaching and customer questionnaires.”

This Phase Two work will commence following full deployment to sustain the application and start to address the ‘habit’ change management issues. A questionnaire has been used based on one of the AppExchange providers to engage all users as to ‘have we met the expectations set at the project start?’ Once completed, the ‘Success Plan’ will be launched to improve adoption and drive strategically aligned six sigma projects engaging the country management and local sales teams.

Using the best practice business processes integrated with Salesforce, Tyco Fire & Integrated Solutions aim to adhere closely to their sales methodology for continuous sales process improvement. “The single, integrated customer view, coupled with one common multi-national approach to selling, will act as the catalyst for Tyco to strategically drive its sales segmentation and penetration using better fact based controls within its sales environment. This focus on best practice will help to ‘lean the process’ and drive down the cost of selling, while driving up our customer sales responsiveness and delivery”.