Axxana uses Salesforce CRM to enhance business visibility

About Axxana

Axxana is a data security software firm that provides disaster recovery (DR) solutions. Its award-winning Enterprise Data Recording (EDR) disaster recovery technology enables enterprises and data center operators to recover data over any distance with zero data loss.

The Challenge: Non-Integrated Processes and Low CRM Adoption

Axxana has been using Salesforce.com for some time, however its management team was not satisfied with its adoption within the company by the sales teams and by the lack of integrated practices between the marketing and sales departments, manifested in the fact that many processes were managed outside the CRM. The result was that the executive level lacked a clear view of the business, its resource utilization, the status of leads, the state of the sales funnel, and the marketing ROI.
To address these challenges, and to make the most of its investment in Salesforce.com, Axxana turned to the experts at ServiceWise.

Solution: Apply CRM Best Practices

From very early on in the engagement, the focus was on defining and implementing the best practices required to achieve true marketing and sales automation. During the implementation phase, several processes were put in place. Among these:

• The entire lead management process, from qualification to conversion, was on-boarded to Salesforce.com.
• A Web2Lead mechanism was implemented, linking visitor information on Axxana’s website directly to a CRM record and initiating a lead qualification process.
• In addition, a custom process for capturing customer meeting information was implemented, making it much easier for the sales persons to update management on their meetings.
• New sales and marketing dashboards were designed and implemented.

The Result: Improved Adoption, Leading to Higher Business Visibility

Following the intervention of ServiceWise’s consulting experts, Axxana’s VP sales and CEO now have better visibility to the utilization and throughput of their sales resources. Using the new dashboards, executives now can easily see how many leads were handled in a certain period of time, how many are handled per day/week, what are the conversion rates, which stages of the sales funnel are problematic, and more.