CASE STUDY ON SALES PROCESS AUTOMATION AT STAR NEWS

Overview about company & CRM solution:

Media Content & Communication Services India Private Limited or Star News is one of the
leading players in the television news industry. In order to centralize customers and prospect
information and gain better control over the sales process beginning from lead management
to sales closer and revenue realization.

Star News introduced Sales Logix CRM solution to assist the sales team to get access to
critical sales related information real time which enables the team to shorten the sales cycle
and achieve improved rate of sales closure. This will enable the senior management to
forecast accurately the sales revenue and help sales representatives to close key contracts.

Advantages:

The new solution vastly improved the sales performance and efficiency of Star News.
Customers can now work on synchronised database and hence reduces lots of rework.
Processes such as Deal Management assist the sales team to focus on opportunities by
accessing critical information relating to deal potential, proposals and key people. It enabled
accurate forecasting. It also enabled to collate customized proposals for individual
customers. By using Sales Logix Proposal Management utility built into the Oppurtunity
Module the sales team will now be able to generate customized proposals. Another key
benefit that was realised is the team’s ability to management rate cards.Rate cards provide
information on time bands and their rates based on deal value brackets. Sales Logix CRM
will provides a single interface where updated rate information can be accessed. This enables
the sales team to create proposals instantly, hence quickening the closure process.

Star News works on a concept of “business logged” or “Release Order Management”. All
sales tracking were done manually. With the introduction of Sales Logix Release Order
Utility has enabled the sales team to maintain Release Order materialized against each deal.
Based on this information, MIS reports are generated which helps the senior management to
evaluate performance of the sales team. Star News is planning in the next phase is planning
to provide access of this application to another set of sales professionals who will be
responsible for sales related activities of a new channel to be offered by Star. Star is planning
to integrate the application with their traffic system ( an enterprise application for media
companies).