Southern Marketing Associates (SMA) provides professional and highly technical representation of electronic test equipment in the southeastern United States. SMA's territory includes Florida, Georgia, Alabama, Mississippi, Tennessee, and North and South Carolina.
Use of CRM: SMA implemented Microsoft Dynamics CRM to help Inside Sales, Outside Sales and Sales Operations improve collaboration on quotes, customer communications, the sales process and campaign tracking. SMA has experienced a vast improvement in efficiency by reducing duplicate efforts, having access to common data, and reducing errors in quoting and communication. SMA is now able to track opportunities at the individual sales person's level, and management is able to drill down into opportunities to obtain details without the need to contact the sales person, thus making the manager's job more efficient.
SMA has had the following results to date:
- By reducing duplication of effort and allowing the sales managers to review the deals directly in CRM versus contacting the sales person, the sales team can now manage 10% more opportunities
- Reduced the number of errors in quoting and communication by approximately 7% by leveraging one central source
- Improved close rates by 12% by better prioritizing and focusing on the best opportunities to pursue