Hypermedia implement CRM with Salesforce Consultants, Tenacre - Tenacre

Reference Project

Salesforce CRM development for managing advertising sales


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.

The business requirement

Salesforce consultants Tenacre implement CRM for Hypermedia in Dubai Media City The Hypermedia digital media network control room in their Dubai Media City office

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;

  • Direct sales and media buying agency sales. The ability to track sales opportunities and include both the end user as well as the media buying agency. This required customisation of the standard features of Salesforce and the generation of bespoke reports and dashboards to reflect the data
  • Media Asset database. The creation of a database of each individual media asset that could be sold. The Products database would also have a price book that would list the sales price and any volume discounting options. As with most out of home media companies, standard ‘circuit’ deals of bundled media assets would often be unbundled, and the Salesforce system needed to be able to handle this.
  • User training. The move to a new CRM system in a company that had been running successfully without one for years would require ongoing training for the CRM users.

The Salesforce consultants solution

Salesforce consultants Tenacre implement media sales CRM for Hypermedia in Dubai Media City Bill Fordyce, COO Hypermedia and Patrick Crosbie, Managing Director Tenacre

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.

Client feedback – Bill Fordyce, COO Hypermedia.

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.

Bill Fordyce
Chief Operating Officer, Hypermedia.
August 2013

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