E*TRADE FINANCIAL Banks On Salesforce to Drive Efficient Lead Management and Streamline Sales Operations

Challenge

• E*TRADE FINANCIAL, a global provider of financial services, needed a lead management tool to standardize processes across multiple sales teams in the U.S., Europe and Hong Kong
• As an online financial services company, E*TRADE required a Web-based solution that would seamlessly integrate and align with its business
• Reporting generated from a backend data warehouse precluded sales from easily accessing important metrics
• Security, reliability and quick time-to-market were vital criteria

Solution

• Subsequent to a buy vs. build evaluation, the company chose salesforce.com’s Enterprise Edition for its ability to report on metrics that were relevant to a variety of sales teams
• E*TRADE deployed Web-based campaign management tools and an integrated interface to ensure a seamless user experience in a phased rollout across its global sales groups
• Canada-based StraightThrough CRM Solutions—a salesforce.com implementation partner with critical financial services expertise—helped tailor the system with nuances specific to the market

Results

• Quick time-to-market with dedicated training resulted in a successful rollout and high adoption rate
• A more defined lead and case management process helps E*TRADE standardize operations across a diverse global sales force
• The ability for diverse sales groups to report on critical metrics stimulates productivity and boosts performance 
• Tracking features, access controls, and best-in-class security help compliance with strict customer privacy practices