Salesforce.com has lit the touch paper on a new era of growth for Senergy, boosting sales revenues, ensuring the global energy services company acts as one unified organization, inspiring staff to collaborate like never before.
From her offices in the Arenco Tower, Orla Chohan and her colleagues at Senergy have a commanding view over the Dubai skyline: everything from the Palm offshore development, to the seven star Burj al Arab hotel, and the tallest building in the world—the Burj Khalifa—are in sight. Chohan is a global sales analyst at Senergy, and as she lowers her gaze from the glass window to her Windows PC, her tablet, or smartphone, she has a similar 360-degree view of the global energy services company’s operations. Salesforce.com gives her and her team an equally commanding insight into sales leads and opportunities, success rates, competitive analysis, and much more. Instant feedback on the sales situation—whether it is Aberdeen or Kuala Lumpur—tighter employee collaboration, and insight anytime, anyplace are the framework for a showcase social enterprise in the Middle East.
Acquisition fuels growth strategy
Senergy’s sales success has been sharp. Six years ago, the company had 70 staff; today it has 700. Revenues have grown ten-fold and one office location has become a network of 17 worldwide. That growth has been part organic, part acquisitive. The company has acquired six companies, establishing footholds in new territories and new product lines.
Integration is key. And that’s where the challenge lies. The accumulation of several companies resulted in a diverse workforce, a fragmented suite of sales processes across different locations, and ad hoc internal communications. According to Orla Chohan, the situation was exacerbated by Senergy’s business. “We are scientists, not sales people,” she says. “We needed to introduce one common, easy to use sales model that our teams of geologists and engineers could use everyday to build long-term, lucrative and trusted relationships with our client base.”
Several of the team had used salesforce.com before, so there was no question of which customer relationship management (CRM) system to use. “Salesforce.com was ready made for our needs,” says Orla Chohan. “We could deploy it very quickly based on the cloud computing model, the risk to the business was minimal, and we had the flexibility to customize the technology to meet our specialist sales needs.”
Cloud Concept deploys salesforce.com in 6 weeks
Cloud Concept enters the story at this point. The company, based locally to Senergy in Dubai, specializes in the delivery of salesforce.com and Force.com cloud-based business solutions, consulting and applications. Thanks to their expert knowledge, experience and vision, the Senergy CRM deployment was live within six weeks of the design kick-off. “Cloud Concept did a remarkable job, implementing, customizing and rolling salesforce.com out to all the regions in only six weeks. That agile development has allowed Senergy to grasp new sales opportunities much more quickly and take a step ahead of the competition,” says Orla Chohan.
Everything that the Senergy Business Development teams need to sell effectively is there for everyone to share. Orla Chohan calls it, “getting sales information out of people’s heads and into one common analytical view.” This globally integrated sales planning and execution model reaches all the way from accounts and contacts, and opportunities and quotes, to approvals and workflow, analytics and forecasting. In each of the 17 locations, whatever the time zone, users can look up an up-to-the-second view of the sales situation, work together on cross-border sales opportunities, and ensure clients receive a joined-up, intelligent service.
The straightforward customization is vitally important to Senergy. The company has worked closely with Cloud Concept to adapt salesforce.com and help clients realize the value from their asset, be that a wind farm development or a mature oilfield. For example, the language used in opportunities and leads is customized to the solution in hand, such as seismic operations, or carbon capture services, with only the relevant information on view to the Business Development teams. Cloud Concept has also worked more recently on the development of customized account plans, tiering and categorizing each client according to industry, size, location, and other parameters.
Tailored Reports and Dashboards are key
Reporting is another important asset. Senergy uses more than 450 tailored reports and some 25 management dashboards in salesforce.com to provide sales teams and executives with an at-a-glance, personalized, real time view of the business. This allows them to make more accurate and informed business decisions, estimate the sales pipeline with a greater degree of confidence and perform rigorous and reliable forecasting. Orla Chohan comments, “The dashboards are defined according to the user; so what the Business Development teams view in Norway will be different to what the teams see in Australia. It all comes down to making sales information relevant, timely, and actionable.”
Marketing campaigns and events have also come under the watchful eye on salesforce.com. The days of measuring the success of an event by counting up the business cards and passing them like playing cards around the sales teams are long gone. Now the emphasis is on capturing sales leads and bringing them directly into salesforce.com, scoring leads to ensure the Business Development teams spend their time on the most qualified leads, and automating leads routing to make certain they immediately arrive with the right person.
“I dread to think where we would be without Salesforce.com,” Orla Chohan concludes. “Salesforce.com has helped embed our sales process into our business activities; introducing a single point of reference, enhancing cross-boundary collaboration, and helping Senergy effectively identify the most lucrative sales opportunities. For the first time, we now have a fully integrated sales strategy, planning and execution model.”