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Group No-5 Alok Pratap Singh (23NMP05) Mohan Murari (23NMP19) Sudhansu Senapati (23NMP31)
Siebel has become world leader in CRM, went to market through a direct sales force. It aims to build a high technology company focused entirely on customer satisfaction and with enduring value. Customer satisfaction, professionalism, professional courtesy, bias for action are Siebel s core values. Partnership were crucial and sales force had to work closely with alliance organizations during and after the sales process to achieve 100% customer satisfaction. Gregg Carman which is working for a large sales order from Quick and Reilly, which is acquired now by Fleet Boston
The old Marketing Data Fulfillment System MDFS of Quick & Reilly has outlived its usefulness. Due to slow response of the systems reps began to bypass the system. Quick & Reilly hired Bradley systems for two weeks to prepare the business requirements document and further three months for RFP in February 1997, that s when Fleet Boston acquired it. There s also a possibility of system crash with Y2K issue and that makes Cathy to visit the trade fair. During 1998 trade fair Carman met two people Cathy Ridley VP of client service and the VP of marketing from Quick & Reilly. Quick & Ridley was considering to shop for an offthe-shelf system and were impressed by Aurum, Saratoga and Siebel systems
How Should Carman respond?
Carman formed impression that Cathy was a knowledgeable customer who understood the complexity involved in implementing CRM systems. Carman should show her the Gartner Research report which explains Siebel as the complete CRM solution to execute large scale Projects. And Oracle has the incomplete point solutions and limited execution skills in CRM space as per the report.
How should Carman qualify the prospect?
Carman should look for information like size of the firm, how many users Quick and Reilly have . Carman should sell the product on Company and himself rather than in price. He should try persuading Cathy about Siebel s CRM competency. Carman should highlight Siebel s success is by focusing on products driven by customer needs with professionalism. Siebel value highlights when a customer buys its CRM, it invests organizational and financial resources, so Siebel is committed to its customer satisfaction.
How effective is Siebel System s Approach
Carman observed that buying centers were usually made up of two parts. Project Team responsible for Implementing the business solution) and Senior Management( Who were responsible for business results, controlled funding). The project team includes Alan Lowenstein, the number two in IT division of Quick & Reilly and Bradley Systems who had already prepared a business document and RFP. The Senior Management includes Bob Burt, Director of Operations; Cathy Ridely, VP of Client Services.
How should Bradley handle the conversation?
Bradley Systems built sales force automation systems for financial services firms. John Zitzner, president of Bradley systems wanted to gauge the preparedness of the customer to implement lead tracking and fulfillment systems of such a large scale for 100 offices, 500 brokers, 1 million customers. It should try to partner with Quick & Reilly in providing complete end-to-end solution for the customer.