With Salesforce, SunTrust Delivers CRM on Time and Within Budget to More Than 2,000 Users

“With Salesforce, we deliver service and support faster and with greater accuracy, and it helps us ramp up staff more rapidly to improve team sales. Premier Support and Administration gives us 24/7 access to salesforce.com customer service and an outsourced administrator dedicated to our account.”


Challenge
  • As one of the nation’s largest banks, SunTrust Banks, Inc. wanted to differentiate itself by providing personalized, localized service to its clients while improving the productivity of its relationship managers
  • SunTrust also wanted to generate new revenue streams and to maximize cross-selling opportunities among its five lines of business
  • With numerous systems running in the background, SunTrust found it difficult to get a consistent, comprehensive view of client data
  • The sales methodology in which SunTrust had invested was not supported by its tools
  • Given the intensely competitive nature of the banking industry, SunTrust sought to deploy a CRM system quickly

Solution
  • After ensuring that Salesforce could meet its requirements for security, performance, and reliability, SunTrust deployed Salesforce SFA in two stages to eventually reach 2,700 users in the geography it serves
  • With the help of salesforce.com’s Successforce Consulting, SunTrust integrated Salesforce with a proprietary data warehouse that serves as an integration hub for other systems
  • Comprehensive reports and scorecards give a complete view of customers and relationships across the business
  • To empower relationship managers, SunTrust provided better access to information and customized Salesforce to drive its sales methodology

Results
  • The project was delivered on time and $175,000 under budget
  • Over a two-year period, SunTrust boosted revenue to significantly more than the industry average of five percent
  • SunTrust also achieved a marked increase in lead relationships, achieving the highest in the industry
  • Improved employee productivity resulted in thousands of additional sales opportunities that yielded millions in revenue
  • The ramp-up time for new relationship managers was reduced from months to days
  • The time relationship managers spent preparing for sales meetings was cut by more than half
  • SunTrust enhanced its corporate culture by providing the tools to further develop outstanding client relationships and foster increased internal information sharing and accountability
 
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