Questions

My company is thinking on getting a marketing automation tool but I think that maybe the solution would be migrating to salesforce to solve some of these issues. We have been using Sugar CRM and multiple customized tools for our sales, marketing and software licensing process. We sell 2 desktop software that is not SaaS but requires membership management with USB dongle authorization (users get free upgrades and tech support). We also have a new hardware product with a lot of components that we make ourselves and requires in person technician installation. Our process became very complex and we are making a lot of customized tools. The problem is that we spend a lot of time maintaining tools that are not our core expertise, so we are being left behind in new practices such as marketing automation, user analytics, etc. We have a lot of manual processes despite being a tech company, we can't grow. Is Salesforce the solution? We have these issues that we need to solve: 1-Manage user membership, each user has a USB dongle and our system needs to hold information such as activation period, product level (we sell different versions of software like the old adobe creative suite model). We also need to manage payment, right now we are using sugar with heavy customization (which prevents us from updating it), a SQL database, a custom PHP e-store and members only area. 2-We don't have good business, operations and sales analytics. 3-We need to allow our system to be more integrated to use marketing automation, but we can't afford the big players such as hubspot yet. We are using Mailchimp for our email marketing. 4-We have a problem in cashflow, so we can't spent a lot of money in different tools, but we need something that we can use now as a base. I thought about Salesforce because it's a platform that has so many out of the box plugins and apps so we would just install those things instead of wasting time creating things from scratch or maintaining old systems. Another reason is the ability of creating business apps with the lighting platform with clicking and dragging, which could be interesting for non programmers (I haven't tested this yet). We have an "engineering culture", so usually it's ok to build new things even if it's not for your area, the problem lies when you need to throw cash to test new software.

Have you talked to a Salesforce rep?
Seriously. They would be best and most knowledgeable to tell you whether their software can do what you want.

Business-wise, your post frightens me with the impression of unbridled, "The customer wants it? Let's build it--who knows or cares if it's profitable!" That's great if you've got a giant pool of money to draw on and are specifically looking for the winner solution that will take off and hit mass market success.

Which highlights the real problem I see here: your firm seems like it is doing far too much custom work. Without some repetition, using work you've done before, you're reinventing the wheel every time. Unless you're getting paid highly to develop these custom solutions, you're blowing cash and sinking towards debt every time you "buy a customer."

From what you've shared, it looks like there are critical issues with your business model.

Yes, you need some kind of analytics backbone to give you the data you want.

But first, you need to identify what measures are important to you--and buying customer and playing with apps is not where money is made.

How long have you been in business? What's your average cost of customer acquisition? And fulfillment? Are you making a profit? Do you know? From your post, it sounds to me like you understand the *technology* of your business, but not the *processes* of your business.

It sounds, honestly, like a snarled-up mess of day-to-day firefighting. I'd be curious what your accountant has to say about cashflow.

Have you mapped these processes out? Developed some KPIs to figure out what's going on and what needs to be kept tabs on?

Figure those out first. Processes flowcharted and measures determined first, tech to manage them last. Technology (your CRM, software etc.) comes last. Technology is glue. What do you get if you apply glue first? A mess.

I think you need more than a CRM consultation.


Answered 5 years ago

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