Best Practices Series Oracle
DRIVE SALES EFFECTIVENESS
WEB 2.0 SOLUTIONS
the Power of
What does your company
recommend as a strategy?
Drive Sales Effectiveness
Web 2.0 Solutions
INTRODUCTION close business. Warm, well-qualified Traditional CRM is very good at
Executives and management have leads are difficult to unearth, and managing transactional activities and
benefitted greatly from Customer salespeople are spending more time providing management insight into what is
Relationship Management (CRM) chasing any lead they can get to happening in the business – for example,
applications, gaining critical insight into make quota. what regions are underperforming, at what
managing their business and driving sales stage deals are languishing, and what
revenue, productivity, customer satisfaction, • Gaps exist between what applications the health of the sales pipeline is. But these
and profitability. But, information vital to deliver vs. what salespeople need. Very features require salespeople to enter data
delivering that insight needs to be entered few, if any, tools exist to make an without reaping any direct reward.
by individual sales users, many of whom individual salesperson more effective in What sales representatives do use is
view CRM as simply a surveillance and their daily lives. CRM takes a “top- e-mail to gather and share information.
reporting tool for management to track their down” approach to automate business While effective for one-on-one
activities rather than as a user productivity processes, collect information, and communications, e-mail does not leverage
tool. Consequently, lower user adoption by analyze data. Rather than conforming to the collective intelligence or memory of a
salespeople results in incomplete data and the way a sales representative works, the group to foster ongoing collaboration or
analysis in such systems. application makes the sales representative innovation. Sales representatives today do
Similar to how Web 2.0 applications like change his or her activities to match the not benefit from what other salespeople
Facebook and Twitter have changed how way the application works. sold unless they know them personally.
people communicate and interact within Unlike workers in a transactional
personal social networks, salespeople need • There is no effective way to leverage environment, such as a contact center where
comparable applications that facilitate collaboration. Successful selling is based activities are high volume and easily
collaboration within enterprise social on business relationships, not only with automated, relationship-focused sales
networks and increase their sales customers, but with others within the representatives need tools that help them
effectiveness. They need applications that company as well. Whether you have a work smarter, think differently, and make
work the way they do and increase their new-hire or a seasoned top-selling field better decisions – in addition to the
efficacy in the critical activities that underlie account manager, all salespeople need to advantages organizations derive from a
their daily business routines. This white leverage the experience and insight of traditional CRM system.
paper examines the challenges salespeople others in order to succeed. And these
face and the drivers for a new breed of social interactions are not well captured and What salespeople need are:
applications that complement traditional managed in any existing CRM solution.
CRM systems to help individual sales users • Tools that support the social nature of
increase their productivity and effectiveness. • Most applications are not intuitive. selling relationships
When a tool is not intuitive, it is not
CHALLENGES FACING SALESPEOPLE likely to be used. Salespeople do not • Contextual information at their fingertips
TODAY have time to read through manuals,
Selling roles have changed. Buyers, with a attend training, or call a helpdesk. If it • Focused, easy-to-use applications that
wealth of information available on the takes more than a few seconds to enter serve a singular purpose
Internet, are savvier than ever and expect data, a salesperson will find little
more from their sales representatives. For incentive to spend precious time tracking THE BUSINESS OPPORTUNITY: ENTER
many businesses, selling is more about his or her activities. Lower adoption SOCIAL CRM
relationship-building and less about results in less information in an As the information sharing and
transactional order activities. organization’s CRM repository, community-based models defined by Web
While more enterprises are investing in consequently giving management less 2.0 have significantly changed the online
CRM applications because they deliver insight into how the business is doing behavior of consumers, a new evolution is
results, these systems are only as good as the and what potential opportunities and similarly occurring in the enterprise. Users
data that is entered. And, unfortunately, problems to pursue and address. expect contextual information to be a click
salespeople don’t necessarily have the time away, whenever and wherever they need it.
or inclination to enter critical data. The As a result, the cost of sales for an Applications need to be easy to use, and
reasons are significant: organization is rising while sales they need to conform to the way users work.
effectiveness is decreasing. In fact, a recent These business users depend on the
• Selling has become harder. Companies CSO Insight survey cited that only 58 experience of peers in many aspects of their
are finding it more expensive to reach percent of organizations made their sales daily lives – whether looking for advice,
prospects, effectively pursue deals, and quota in 2008.1 purchasing a product, maintaining a social
Enterprise-ready change the way communication flows
Web 2.0 applications, across the organization. Valuable
like Oracle Sales information is shared by users of the
Prospector, harness community, not controlled by a
the network effect to centralized management authority.
quickly and easily
provide salespeople New insight can be easily communicated
with the most with others, to be tagged, rated, and
improved upon. For example, if a sales
rep finds a better way to position a key
product against a competitor, that
advantage can be shared and multiplied
across the organization. Linked by a
common goal to connect, interact, and
share, social applications get better the
more people use them. And, they break
down organizational, physical, and
regional boundaries to encourage inter-
network, or sharing information. The ease of enabling individual sales users to easily and intra-company collaboration that is
information flow and collaboration enabled interact with customer information and often missing with today’s remote and
through such popular consumer destination uncover business insight that was not readily global workforce.
sites and applications – such as blogs, wikis, available before.
gadgets, Amazon.com, Delicious.com, Social CRM can offer the following With better collaboration, organizations
Flickr, Ning, and Wikipedia to name just a benefits: can retain and build upon intellectual
few – dictate the need for the same benefits content, empowering ordinary salespeople
in the business world. Because the subtlety • Business Collaboration At Its Best with insight from the very best in their
is clear. Even though a majority of business network and, in doing so,
salespeople, for example, cite their use of Employees are the most important assets enhance the collective intelligence and
social media tools such as LinkedIn, companies have, and the collective productivity of the overall community.
Facebook, and Twitter – only 36 percent, wisdom these people bring to bear can be
eight percent, and four percent of a key competitive differentiator. In order • Focused, intuitive, and easy to use
salespeople respectively, surveyed by ESR to fulfill the business need to do more applications
Group in early 2009 cite these tools as with less, salespeople need to work
helping them win B2B Sales2. smarter, not harder, by leveraging others Just as consumers have single-focused
So, what exactly is needed? More than to continuously improve results. tools targeted at specific activities,
just new technology, Enterprise 2.0 is the Typically, collaboration is done via salespeople need stand-alone applications
business incarnation of Web 2.0, enabling e-mail, either one-to-one or across that help them identify the best
the enterprise to become more “social” and distribution lists, or over the telephone prospects, conduct sales campaigns, and
connected via a new wave of applications via conference calls. While e-mails can deliver the most compelling sales
specifically designed for business users such be shared and saved, the benefits of any presentations. To be useful, these
as individual salespeople. These social interaction are primarily limited to the applications require virtually no data
applications break down organization and list of recipients for that given moment entry and must be equipped and ready to
system barriers to help not only with in time. Any opportunity to retain, deliver benefits instantaneously, without
collaboration but inspire new ideas and leverage, and build upon what was the need for training or a user manual.
increase revenues. According to Forrester learned is lost. Instead of requiring users to enter data,
Research, nearly 2/3 of IT decision makers social enterprise applications model sales
they surveyed believe Web 2.0 technologies By leveraging the collective intelligence activities and capture data as sales users
will have a moderate or major impact on of the community, enterprises can foster go about their daily tasks, rather than
their business3. Clearly, enterprises are previously untapped opportunities for requiring users to enter data afterwards.
seeing the potential value Enterprise 2.0 can collaboration and innovation. With this
bring to the bottom line through improved “network effect,” business users are These applications should integrate with
user productivity, enhanced user empowered to develop content that any CRM or ERP system and are version
effectiveness, and decreased costs. Oracle meets the changing needs of the business agnostic, leveraging an organization’s
refers to Enterprise 2.0 in a sales, service, or and share it with the community. Social applications investments and minimizing
marketing context as “Social CRM,” networks, ratings, reviews, and tags impact on IT departments.
• Contextual data a fingertip away With Oracle Sales
Sales representatives can now have data can rapidly build
they need when and where they need it. sales presentations
Mashups allow business users to based on what has
assemble innovative, composite worked most
applications from many available sources effectively for
– spanning Internet and enterprise their peers.
content – to pull information from RSS
feeds, blogs, widgets, or other services
and embed them into an application or
portal. For example, a mashup of data
mined from an internal customer
repository system combined with
information gleaned from external
business systems can provide sales
representatives looking for upsell
opportunities with insight into what
products were typically purchased by • Find the right message to win the deal. Web 2.0 rollout align business needs for
similar customers. By providing By harnessing the collective intelligence increased productivity and effectiveness
contextual information within a single of the community, Oracle Sales Library with the organization’s IT strategy for
application, sales representatives gives sales representatives a competitive scalability, security, and integration. With
increase productivity and improve the edge by leveraging sales materials that more than 30 years of experience and
way they work. have been highly rated by others to numerous accolades in the database,
quickly close business. middleware, and applications markets,
BRIDGING THE GAP TO EMPOWER THE Oracle provides the expertise, integration,
SALES INDIVIDUAL Oracle Social CRM Applications security, reliability, and accelerated
Recognizing the need for a new class of enhance the value CRM brings to both innovation enterprise organizations expect
applications that complement the benefits of management as well as end users. Delivered in a business partner.
a traditional CRM system, Oracle’s next as a service, these standalone applications
generation sales-focused productivity tools – connect seamlessly with CRM and ERP ABOUT ORACLE
Oracle Social CRM Applications –mirror systems to leverage previous investments in Oracle Corporation (NASDAQ: ORCL) is the
the social activities for each stage of the sales business intelligence and data mining. world’s leader in CRM with 5,000 CRM
cycle – from generating leads to the final Quick to deploy with no IT involvement customers, 4.6 million CRM users, and 125
steps needed to close a deal. required, Oracle Social CRM Applications million self-service users. Our customers rely
integrate social networking with a on Oracle customer relationship
• Find better qualified leads, quickly and company’s application backbone to management, business intelligence, and
easily. By analyzing purchasing patterns empower sales users with the information customer data integration solutions to deliver
of existing customers and mining and collaboration they need to close a deal. dramatic improvements in identifying,
information across the enterprise And, built on standards-based Oracle acquiring, retaining, and serving their
and public domain, Oracle Sales Fusion Middleware, Oracle Social CRM customers. With an unmatched range of
Prospector identifies what products and Applications integrate easily with other products, industry expertise, and deployment
services to sell for white-space and business applications and provide the options, Oracle is the right choice for CRM.
greenfield opportunities. security and scalability enterprise For more information, please go to
organizations require. www.oracle.com/crm.
• Convert leads to opportunities with
more effective campaigns. Oracle Sales CONCLUSION
Campaigns empowers individual sales Many businesses wonder how they can 1 Barney Beal, “Sales Reps are in for a tough 2009,
representatives to create and manage tap into the social software trend to connect but CRM sales software may help, survey says,”
their own professional e-mail marketing people and information via networks of searchcrm.com, February 12, 2009
campaigns, as well as leverage successful expertise within their organizations without 2 Jessica Tsai, “New Social Media Not Helping
campaign templates of peers that have incurring the risks commonly associated Sales,” destinationcrm.com, April 8, 2009.
been shared and rated by the broader with early adopters. Although these nascent 3 G. Oliver Young, “IT Departments Play Key Role in
community – without compromising tools are quick to deploy with no IT the Acquisition and Deployment of Web 2.0
contact or lead information. involvement, it is critical that any enterprise Technologies,” Forrester Research, July 10, 2008.