The guiding principles of the transformation were simple. Genpact wanted to provide salespeople with the deep insights they needed;, use digital capabilities to enable key components of different processes;, and create a single system to empower the sales team. This system would automate and simplify daily interactions and operations, so salespeople could function more efficiently.
To meet these objectives, Genpact used design thinking to create a set of integrated end-to-end enablement processes. Salesforce Sales Cloud forms the backbone of this sales and marketing engine, successfully streamlining lead management.
The marketing automation platform pushes qualified leads into Sales Cloud, where salespeople have a unified view, and can take action with a single click. The inside sales team also runs its outreach campaigns using Salesforce Campaigns Management, and is able to effectively segment leads, ensure data privacy considerations and monitor campaign performance.
A sophisticated deal qualification system built on Salesforce scores and prioritises incoming opportunities. Predictive and actionable alerts help prioritisation, and as deals progress, salespeople can assess the probability of winning and get coached on areas of competitive advantage and vulnerability.
As the deal moves through its various stages, teams regularly update customer data and sales conversations in Salesforce. The number of customer conversations captured on the system saw a 50% jump within a year of solution implementation, pointing to widespread adoption.
With 100% of sales opportunities being captured on Salesforce, teams now have complete visibility into the global sales process, and a unified view of customers and their engagement history. With all this data at their fingertips, they are able to respond faster and more accurately to customer queries.
The data also feeds into dashboards that allow sales leaders to monitor deal progress, and analyse losses, understand trends and build sales forecasts.
“These real-time insights are useful beyond the sales process,” observes Pradhan. “Knowing what clients are thinking at any point helps us set our strategic direction and informs our strategy.”
As it reaps the benefits of an automated sales function, Genpact has proceeded to transform other processes for greater optimisation.