Today, Tata Trusts interacts with a large variety of engaged donor partners – from international foundations interested in investing in India, to CSR divisions looking at delivering transformative social impact to disadvantaged communities. PMs use Salesforce to manage these relationships efficiently and effectively.
When a PM has their first conversation with a prospective donor, the donor’s details are recorded on the system. From then on, the PM captures all interactions on the system as the lead makes its way to becoming a partner.
“Salesforce provides all the relevant members associated with the Partnerships function real-time information on interactions with the partner,” says Prabhat Pani, Senior Advisor Tata Trusts. “This real-time intelligence helps internal teams reduce activity duplication, identify the right people within or outside Tata Trusts to reach out to for additional details, and to access documents. This has led to better collaboration, both within the Tata Trusts eco-system, and with donor partners.
A historical view of interactions also reopens doors to conversations with older donor partners.
“Once a user invests some time understanding the functionality of the PRM system, the benefits from the business perspective become quite self-evident,” says Viraj Shah, Partnerships Manager, Tata Trusts. “The system continues to deliver considerable value in terms of business intelligence with increased usage over a period of time.”