Salesforce CRM development for managing advertising sales
The regions largest in-store media company selects Salesforce consultants Tenacre to build a media sales CRM platform. The new CRM will manage all media assets and formats for direct sales and via media buying agencies.
Hypermedia, based in Dubai Media City, is one of the region’s most successful out of home media companies. The business is a media network owner, and have a hugely diversified product range that includes the largest mall network, digital signage networks, airline terminals and of course the largest network of grocery store media in the region. With this complex product range and geographic spread, Hypermedia approached Tenacre to design and develop a CRM platform that could manage their unique requirements.
As certified Salesforce consultants in the region, Tenacre brought the experience of both the CRM technology and knowledge of the media industry.
Hypermedia required a CRM that could give the sales managers and the senior management team sight and control of the sales pipeline. With a growing sales team and portfolio of media assets, the process of keeping track on the sales activities had become too complex for a spreadsheet.
To begin the process of designing the solution, Tenacre began by suggesting key design elements that had been used successfully with companies in the advertising industry such as Elevision Media, or Gulf Sport Media, publishers of the daily sports newspaper, Sport365. Through a series of workshops with the sales team and senior management the main requirements of the project were identified;
The project with Hypermedia would require a customisation of the standard Salesforce system, but not a lot of development work with new applications. The main component of this project that both Hypermedia and Tenacre would need to focus on was the coaching and training of the system users.
The entire project was developed using the standard Enterprise Edition of the Salesforce CRM, and without the development of new applications or the integration with other software. The standard features of the CRM were instead heavily customised. The Products and Pricebooks features were used extensively, and integrated with the opportunity management records so that each deal could be managed with all the media assets listed.
The reports were designed mainly using the Matrix report formats, this made the presentation of lots of data easier to read and comprehend. A full set of dashboards were produced so that information could quickly be presented on specific criteria, whether by country, media type or client.
The Sales Cloud from Salesforce has brought the entire company on the same page. Our business is fast moving, and Tenacre has provided a platform for the management team to understand our sales pipeline much better than we have ever managed before.
We have seen sales improvements in some area’s of the business, and we can put that down to our sales team being able to manage their sales pipeline more efficiently.