Sage doesn’t just want to win new customers; it wants to keep them for life. To deliver a consistently exceptional experience throughout the customer relationship, Sage is bringing its people, processes, and products together across the globe for the first time.
As part of its new “one Sage” business model, the company is transforming its approach to customer relationship management (CRM). In three years’ time, instead of 21 different CRM systems, there will be just one: Salesforce.
“You can grow a company so much faster now than 20 years ago,” said CEO Stephen Kelly. “To survive in this world, we need to have consistent access to accurate data in a nanosecond. Salesforce brings greater visibility and agility to our business, and unlocks the potential for real-time analytics and data insights.”
Like many of its customers, Sage began as a startup. It now provides business management software and services to three million customers around the world. “We work with a thriving community of accountants, partners, developers, and entrepreneurs — the engine room of economies around the world. Staying close to our customers is second nature to us,” said Kelly.
As part of its global transformation, Sage is also embracing cloud and digital technologies. In December 2015, the leadership team launched Sage Live, a revolutionary subscription-based business management solution with accounting at its core, which provides access to real-time business information.
Sage Live is built for ambitious small and medium-sized businesses that are hitting the limitations of their current accounting solution, and need a better way to run their business. Sage Live frees businesses from these constraints and gives them the power to grow while minimizing the complexities of scale.
Built natively on the the Salesforce Platform, Sage Live sparked a new approach to customer engagement at the FTSE 100 company. As Salman Syad, EVP, Business Transformation, explained, “In the legacy software world, sales, marketing, technical support, and product development can work in silos. In the SaaS world, everyone has the opportunity to collaborate and work together.”
Sage has established Customer Business Centers (CBCs) in Dublin and Atlanta to enable a collaborative approach for global products like Sage Live. “The centers will establish a new benchmark for customer support and service, and help us build deeper life-long relationships,” said Kelly.
From qualifying leads and closing sales, to answering customer queries and managing renewals, Salesforce is fundamental to the success of the CBCs. “With Salesforce, we have real-time visibility of how the CBCs are performing, and can ensure our teams are working in unison,” said Salman.
As soon as a potential customer makes an inquiry or requests a trial for Sage Live, they are tracked in Sales Cloud or Service Cloud. “We’ve defined a seven-stage sales funnel; but not everyone starts at step one;” explained Jennifer Warawa; EVP; Partners, Accountants, and Alliances at Sage. “With Sales Cloud, we can see exactly where a prospect is in the sales cycle, and what we need to do next.” Furthermore, Sales Cloud helps Sage connect with our billing platform so that all changes in functions, such as pricing, are reflected in Salesforce for the CBC Sales team to quote.
The CBC teams and wider business can also see how sales volumes are shaping up on a daily, weekly, and monthly basis. “The sales reps have built their own scoreboards in Sales Cloud, and are constantly making tweaks to improve their experience,” said Warawa. “The ability to make changes on the fly is amazing.”
Sage’s new model means prospects are treated like customers from the very start. “For us, it’s not about sales transactions, but personal relationships,” said Salman. “At Sage, we make a commitment to the customer for life.” For example, every time there’s a new release of Sage Live, the company’s success coaches make sure a customer is taking advantage of the latest functionality.
Sage has also established an early warning system that highlights customer satisfaction levels and expected renewals. “With Service Cloud, we can track a customer’s entire history and experience in real-time,” said Salman. “In an SaaS model, customers expect an immediate response; they don’t expect to have to wait days.” Service Cloud also captures customer feedback, which the development team uses to drive ongoing enhancements to Sage Live.