“Combine the technology with the quality of the news, and you’ve really got a product that’s going to fit the bill and drive some ROI.”
Proliferated best sales practices
GE Capital, a leading provider of business lending and leasing for companies of all sizes, recognized the important role that customer intelligence played in the best practices of their top performing sales and marketing representatives. Their goal was to make the entire GE Capital team as productive as these top performers, but to do so, GE Capital first needed to increase customer knowledge among their sales representatives.
Gathering the customer intelligence needed to turn the sales team into customer experts was time consuming, and it required both user-personalized and expert-curated content in order to be relevant to their wide-ranging customer base. GE Capital sales reps also needed customer intelligence that could be integrated within their salesforce.com platform and be available on mobile devices—but use of the existing salesforce.com CRM was inconsistent across the enterprise. To motivate adoption, GE Capital needed a carrot.
Personalized customer intelligence that drives CRM adoption
GE Capital’s small but dedicated Sales Excellence team developed the concept of a 360° Account View based on the best practices of their most successful sales and marketing representatives. The 360° Account View features a mix of highly specific customer intelligence from FirstRain, focused analysis from GE Capital’s internal industry experts and a range of useful customer data, all integrated into salesforce.com and simultaneously available on iPads or mobile devices.
GE Capital integrated FirstRain within salesforce.com in several key ways, including:
Intelligence that changed the game and drives ROI
In FirstRain, GE Capital found the carrot they needed to drive sales CRM adoption and ROI. The quality and focus of the customer intelligence delivered by FirstRain is so relevant and flexible that sales reps now use their FirstRain-enhanced CRMs more often.
FirstRain customer intelligence has changed the game at GE Capital. No longer are management the only ones with access to the right information at the right time. Sales and marketing teams now have daily access to customized industry- and account-specific news, anytime and anywhere, leading to better relationships with their customers and more business.