Information & Communication Technology
CHALLENGES AT SIFY'S DIGITAL SALES TEAMS:
A less enterprise-ready sales stack
Lack of automated sales features
Complicated UI hampering sales data quality
Insufficient prospect engagement
HOW FRESHWORKS CRM HELPED
Improved prospect engagement
Better account management
More customers engaged through automation capabilities
Growth in adoption of CRM among teams
For more than two decades, Sify Technologies has been central to India's rapid internet and e-commerce growth. As India’s only true-blue ICT company and among the earliest to list on the NASDAQ, Sify offers a gamut of services like enterprise connectivity, managed cloud, and data center services, with revenues topping US$350 million.
In 2018, they began to discover that their customer base was revealing a business trend that looked promising for the future.
Sify was selling to a range of businesses through a mix of channels and sales teams - direct, reseller partners, and the web. Among these, the web became the preferred channel for small and medium-sized businesses (SMB) to enquire and interact with Sify. This was not surprising but certainly new - several startups and small businesses were riding the digital wave to adopt web-based tools and platforms to run their businesses.
Sify’s digital sales team started to engage these potential customers through a digital-first engagement model, touching every stage from lead to deal.
But such a model meant increasing the pace of selling and deploying a CRM platform that would help the digital sales team streamline their selling.
“Clearly, Sify needed a sales force automation solution that would deliver on the scale, scope, and premise of SMB customer requirements,” says Arun Rajamani, Head – Digital Sales at Sify. The evaluation was accelerated as some team members had prior experience with the platform. Once the evaluation process was initiated, Freshworks CRM Sales Cloud quickly became one of the shortlisted products that ticked all the boxes, and ultimately, the contract.
A quick implementation period helped Sify go live and ramp up their digital sales channel to use the solution. As their hands-on experience with the product grew, here is a look at their initial reactions to Sales Cloud:
The cornerstone of a successful CRM rests on its voluntary, not forced adoption by the sales force of an organization. At Sify, adoption was rapid given the minimal training and intuitive UI that Freshworks CRM Sales Cloud is known for. Over time, adoption rates touched 80%. Moreover, the product, according to Arun, was able to help plug gaps between the tactical and strategic arms of their broader sales goals, unifying efforts across the sales hierarchy.
“We were able to gather intent data from email engagement and profile our audience and market to niches better. In a nutshell, the CRM became integral to our organization, rather than a supporting force.”
Freshworks CRM helped Sify increase customer engagement from 50% to hit 75-80% of their customer base through smart sales force automation capabilities.
We are operating in a world where the fittest survive. Sales organizations who are relying primarily on their selling skills are leaving things to chance, as markets and buyer interest fluctuate rapidly. Arun believes that the trump card for sales during this time will be how they leverage smart and agile CRMs to find opportunities as soon as they emerge.
“Through insights these resources offer, from teams to our tools, we have been able to realign our priorities and find the next tangent of growth. This period has pushed our CRM closer to the center of our sales universe as buyers become digital-first in their brand interactions. I believe that sales can continue to find and meet demand opportunities by using the right toolkit.”
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