The Challenge

Driving Kreato’s work is the desire to develop close and long-lasting relationships with its customers. However, fragmented data, dispersed ownership and lack of a centralized system for sharing business intelligence topped the list of challenges for Kreato to achieve a complete picture of the business.

“Before I joined the company, Kreato used Excel to handle everything,” said Sandra Ramírez, Commercial Coordinator at Kreato. “All the information was stored in the minds of commercial reps who had direct contact with the client. The company felt it did not have all the information it needed.”

Further, Kreato was struggling to quantify the clients and the opportunities. Although it had worked with tenders in the public sector for over a decade, the company still found it challenging to identify key opportunities in advance. As construction projects take time and leads need to be nurtured for years, Kreato needed to foster those opportunities for years to understand its clients’ purchasing behavior.

While sales reps had deep knowledge of Kreato’s clients, there wasn’t a centralized system for sharing business intelligence. Any information Kreato had was managed through spreadsheets and limited what the company could do with its sales data. Sales reps had to manually create charts, graphs and pivot tables to generate meaningful insights.

In addition, with data in spreadsheets or sales reps’ memories, Kreato couldn’t integrate its sales information with other tools, like marketing automation platforms or enterprise resource planning (ERP) systems. This limited the company’s ability to synchronize data across systems, automate data entry and streamline processes. Moreover, critical information was lost every time a sales rep left the company, which created difficulty in maintaining continuity with clients.

The Solution

Kreato started looking for a customer relationship management (CRM) platform to serve as a home for its customer data and quantify everything sales-related to gain an accurate projection of its pipeline.

Kreato deployed Sugar Sell, the AI-powered sales automation solution from SugarCRM.

Sugar Sell empowers Kreato to develop close, lasting relationships with customers, including some of Colombia’s biggest names in construction such as Constructora Bolívar, Constructora Colpatria and Amarilo. Kreato enlisted the CRM expertise of Sugar partner SASA to implement Sugar Sell to meet its business and industry needs.

With Sugar Sell, Kreato now has intelligent account management. With more than 700 active customers daily, Kreato relies on Sugar Sell to manage customer data and interactions, empowering its sales teams with valuable sales insights key to building stronger relationships and delivering personalized experiences.

Predictive analytics capabilities enable the company to measure sales performance, identify key opportunities and make data-driven decisions to drive business growth and success. Additionally, Sugar Sell’s user-friendly interface streamlines Kreato’s sales process, allowing sales representatives to manage leads, monitor opportunities, and track sales outcomes efficiently and accurately.

The Results

Sugar Sell does the work to integrate Kreato’s CRM and ERP data to supercharge sales success, drive intelligent account management and deliver personalized experiences to every client. As a result, Kreato has uncovered more than 8,800 new sales opportunities, while revolutionizing its sales processes and driving business growth.

“Sugar has provided invaluable support to Kreato to transform our sales processes and achieve our business objectives to build customers for life and ensure no opportunity is missed,” said Ramírez. “With Sugar, we now have a centralized sales automation tool that integrates our CRM data with our marketing automation platform and ERP system. This allows us to synchronize data across systems, automate data entry and significantly streamline processes. Moreover, critical information is never lost. With Sugar, we have identified more than 8,800 new opportunities and with intelligent account management through comprehensive insights into our business and customers.”

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The partnership — dubbed Mediafly for SugarCRM — seeks to provide sales reps with the tools needed to prepare and discover content, share it with customers and better understand how customers engage with the information. The solution leverages advanced AI, including machine learning, to:

• Optimize content performance and track customer meetings, sales content interactions and sales performance;
• Evaluate customers’ content interests and share analytics-based insights to help drive next-best actions; and
• Share insights into the most used, viewed or shared content to allow teams to map marketing assets back to pipeline results.

“Today’s buyers are more informed, they interact with salespeople much later in the buying cycle and they expect information on demand tailored to their specific business needs,” said Clint Oram, SugarCRM’s Chief Strategy Officer and Co-founder, in a statement. “Sugar and Mediafly provide a one-stop shop for sales, buyer and partner enablement content — all surfaced directly within Sugar, for a seamless experience that empowers buyers — and sellers with the right content at the right time.”

News Flashback

The partnership comes at an exciting time for both companies, as Mediafly recently generated a cumulative $35 million from two separate growth funding rounds, coming it at $10 million and $25 million, respectively. Since receiving the funding, the company released its complete Revenue360 suite, which consists of four solutions designed to serve as a “command center” that enables revenue teams to coach, assess, predict and interact with audiences more effectively at every stage of the buyer journey.

For its part, SugarCRM introduced digital self-service capabilities that seek to help B2B sellers offer “always-on” brand experiences for their customers, while also adding new AI capabilities and models to its SugarPredict platform.

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The Lowdown

SugarCRM recently debuted new digital self-service capabilities to help B2B sellers keep pace with customer demands. These new capabilities aim to empower customers to self-serve and connect with brands via 24/7 anytime, anywhere access via desktop or mobile devices.

Back-Of-The-Box Details

With Sugar self-service, all communication and interactions are digitized end-to-end, from the initial service request to final issue resolution. These self-service capabilities, added to the Sugar platform that unites marketing, sales and service teams, are designed to ensure every customer interaction is handled and optimized for growth so agents and account reps can communicate 24/7 to maximize existing customer sales.

In addition, with a modern and intuitive interface and best-in-class multi-factor authentication, the self-service capabilities aim to empower customers to maintain their personal profile, ask questions, submit service requests and create service tickets and easily add attachments. Organizations can seamlessly embed these capabilities into their existing web presence for a consistent brand experience.

Who It’s For

Self-service capabilities are playing a greater role in the B2B sector and are becoming highly relevant beyond the traditional after-sales service use case, enabling digital engagement all across the customer journey.

What It Solves

According to the company, enabling customers to self-serve increases customer satisfaction and reduces the overall inbound call and ticket volume, as well as operational and infrastructure costs. Customers can find answers or solve problems on their own terms, so teams can spend more time on value-added services.

What Makes It Special

Sugar’s new self-service capabilities are about creating better customer experiences in the moments when it matters to retain customers and nurture and build relationships for improved profitability.

Contact

SugarCRM
548 Market St
PMB 59423
San Francisco, CA 94104
+1 (877) 842-7276

Request a demo

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Back-Of-The-Box Details

The no-code toolset helps enable users to design, visualize and automate sales, service and marketing processes. SugarCRM customers can create playbooks and templates for sales plays, sales methodologies, guided selling, service processes, lead nurturing and more. Embedded analytics provide the ability to monitor progress and outcomes in real-time to help sales, marketing and service teams to boost buyer engagement, drive greater customer trust and satisfaction, improve win rates and increase revenues.

Who It’s For

SugarCRM is a cloud-based, AI-driven CRM platform for mid-market and enterprise companies and provides a full CX management solution across marketing, sales and service teams. Sugar playbooks accelerate time-to-productivity by speeding up the process and workflow. This functionality comes through the acquisition of AddOptify, a provider of guided selling solutions for SugarCRM customers worldwide.

What It Solves

The playbook technology was created to help enable sellers to deliver higher quality sales engagement at scale.

What Makes It Special

The integration of automation and playbook functionality is the latest example of Sugar’s commitment to making the hard things easier and letting the platform do the work to create a high-definition CX. It also reflects Sugar’s commitment to offering no-code/low-code capabilities designed to put change in the hands of non-technical business users. Soon, Sugar plans to provide additional playbooks and templates for processes including lead qualification, customer on-boarding, case management, troubleshooting and other human-in-the-loop customer interactions spanning the sales, marketing and service realms.

Contact

SugarCRM

+1 (877) 842-7276

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Back-Of-The-Box Details

Sentiment Analysis uses SugarPredict’s AI and natural language processing (NLP) abilities to analyze buying intent and map out customer sentiment throughout their journeys. Users can implement this intent data in various stages of the buyer’s journey to craft engaging experiences that address potential buyer issues and challenges before they happen.

These insights can help teams remain aware of changes in an ongoing deal’s status, giving them time to prepare their next-best action based on their buyers’ levels of interest, goals and the channels they live in. Team supervisors can also leverage journey analytics to measure their team’s effectiveness and continuously improve their engagement programs to meet their buyer expectations.

Who It’s For

The analysis tool is designed for B2B marketing, sales and customer service teams that seek to manage buyer interactions at every stage of their buyers’ journeys and remove roadblocks to customer success.

What Makes It Special

Sentiment Analysis is embedded in SugarCRM’s omnichannel customer communications tool SugarLive, which allows users to capture intent insights from various channels efficiently to better deliver on individual customer needs.

Contact

SugarCRM
10050 N Wolfe Road, SW2-130
Cupertino, CA 95014
+1 (877) 842-7276

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Back-Of-The-Box Details

Sugar Market is an all-in-one marketing automation solution that provides users with a curated set of email marketing, social media and ad management tools, enabling users to build stronger digital campaigns that drive buyer engagement. These capabilities can help users automate campaign creation with landing page templates, interactive dashboards and SEO audits in social media and email channels.

The solution also uses SugarCRM’s SugarPredict platform to provide users with AI-driven insights into lead scoring and helps nurture campaigns to help maximize productivity and increase engagement. Sugar Market also allows users to integrate their CRM for deeper insights into buyer’s journeys and survey and event ROI reporting.

Who It’s For

The Sugar Market solution is designed for mid-market and enterprise companies looking to automate campaign creation, improve marketing KPIs and increase campaign personalization.

What Makes It Special

Sugar Market utilizes SugarPredict’s data-fueled AI to help users qualify and prioritize leads. It also is designed to build personalized campaigns that drive engagement with key buyers that match the user’s ICP and shows intent.

Contact

SugarCRM
10050 N Wolfe Road, SW2-130
Cupertino, CA 95014
 +1 (877) 842-7276

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These improvements follow SugarCRM’s initial implementation of SugarPredict in Jan. 2021, which was quickly strengthened by AI and automation enhancements in March 2021. The latest update blends AI with Natural Language Processing (NLP), the element of AI that focuses on helping computers interpret and understand text and spoken words, to help automatically track the details of every customer interaction in real-time.

With the new sentiment analysis, sales teams using SugarPredict can access customer information across all touchpoints and channels when needed to idenitfy the next best actions. Additionally, supervisors can review sentiment data to evaluate overall customer experience and journey effectiveness to identify areas of improvement.

“You rarely get a second chance to make a great impression with a customer; it’s profoundly important to get each and every interaction right and connect on a deeply human level,” said Rich Green, CTO of Sugar, in a statement. “Sales and service professionals are under a great deal of pressure as a customer’s business can be won or lost in a single misstep. This is why we’re proud to be extending SugarPredict sentiment analysis to empower sales and service professionals on the customer front lines – where the battle for customer loyalty is waged on a daily basis.”

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Movers & Shakers

As it turns out, May was the month of executive leadership expansion. Keep reading to find out the latest who’s who in the C-suite.

Ceros Welcomes New CMO & VP of Business Development, Partnerships

Content creation firm Ceros expanded its executive leadership team through the appointments of Jamie Gier as CMO and Tom Hewitt as VP, Business Development and Partnerships. The new hires will lead brand and marketing strategies, expand partnerships and customer experiences.

Reachdesk Appoints New CEO

Reachdesk, a direct mail and corporate gifting company, hired Temy Mancusi-Ungaro as its new CEO. Mancusi-Ungaro brings 14 years of experience in scaling businesses to spearhead the company’s growth.

Pricefx Expands Executive Team

Cloud-native pricing software Pricefx welcomed Ronak Sheth as President and Chief Revenue Officer to oversee the newly unified marketing, sales, ecosystem and customer organizations.

Money Makers

Seed funding — specifically Series B — was the name of the game this month, as two organizations secured multi-million-dollar investments to improve key areas of their platforms and strategies.

Qualified Completes Series B Funding After Year Of 800% Revenue Growth

In a Series B funding round, conversational sales and marketing platform Qualified raised $51 million in collaboration with Salesforce Venture and existing investors Norwest Venture Partners and Redpoint Ventures. The company will use the funding to innovate products and expand its engineering, sales, marketing and customer success teams.

PartnerStack Secures $29M In Series B Funding Round

PartnerStack, a SaaS platform for partner and performance marketing, closed a Series B funding round after generating $29 million. The company intends to invest into recruiting more high-value partnerships, enhancing the platform to enable easier company/partner discovery, improving built-in payments and automation technologies and scaling go-to-market efforts.

Heads Up

It’s no secret that the B2B marketing world — and the world in general — is entering another phase of transformation as normalcy resumes. To help aid marketing teams in today’s constantly changing world, here are some various platform updates, ideologies and advice for B2B teams.

Forrester Debuts Next-Generation B2B Revenue Waterfall To Help Firms Accelerate Revenue Growth

During the 2021 Forrester B2B Summit, Forrester revealed its next-generation B2B revenue waterfall, which is designed to help firms accelerate opportunity development and revenue growth. The model seeks to help drive new pipeline and revenue opportunities in current accounts, turn buyers into advocates and fuel demand gen activities.

Adobe Summit 2021 Highlighted The Changing Digital Landscape & Associated Pain Points

Throughout the two-day Adobe Summit 2021, the focus revolved around the need to fully embrace the digital medium by revealing a series of solutions to help organizations deliver the digital engagement customers are seeking. Through the help of various celebrities — including Serena Williams and Dan Levy — more than 400 sessions, training workshops and community activities examined the future of a world paved by digital experiences.

Diversifying Virtual Events For Continued Success

Though the industry is starting to return to some sense of normalcy, virtual events and their hybrid counterparts are here to stay — just on a smaller scale. Demand Gen Report’s 2021 State of Virtual Events Report highlighted the transition of virtual events from over-the-top experiences to more personalized, targeted affairs.

The Need To Create Intimate & Engaging Digital Experiences

With digital experiences likely to remain a key component of marketers’ arsenals, organizations are turning to experiential gatherings — such as virtual wine tastings and online cooking classes—to promote attendance and engagement. To help organizations create immersive experiences, the What’s Working In Digital Experiences Report dives into the tactics that are promoting high levels of digital engagement.

Drift Releases New Sales Enablement Solutions

Conversational marketing platform Drift rolled out Fastlane and Sales Seat, two new solutions designed to help sales teams convert buyers with intent while re-routing lower priority leads and acting on intent signals through chat, email and/or video to deliver personalized messages.

SugarCRM Refines AI Model

Customer experience platform SugarCRM revamped the artificial intelligence (AI) and automation capabilities within the SugarPredict platform to improve its predictive lead scoring capabilities.

Stand-Out Stats

Although organizations have been rolling out solutions to address the changes in selling brought on by the Covid-19 pandemic, a lot of investments are still being made to fully refine and improve the process, including:

• 83% of content consumed by the pandemic equaled the total amount of content consumed in 2019, according to NetLine research.
• MRP Prelytix research found that 99% of marketers plan to increase or sustain their investment in ABM in the year ahead.
• 54% of sales reps in Forrester’s latest sales activity study indicated that the loss of face-to-face meetings negatively impacted their ability to meet sales quotas.
• Intercom research revealed that 69% of support leaders believe that strong customer relationships are built through personalized support experiences.
• 77% of sales professionals say their sales organization plans to invest “significantly more” or “more” in sales intelligence tools, according to LinkedIn’s State of Sales Report 2021: North America Edition.

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The platform’s new capabilities include:

• Spotlighting all relevant customer information, including past, present and even future actions, with predictive insights for informed decision-making;
• Automatically capturing data and presenting it in context to the internal teams that need it; and
• Integration with users’ existing needs and workflows.

“Extending SugarPredict to marketing automation is another proof point for our value proposition of letting the platform do the work,” said Craig Charlton, CEO of SugarCRM, in a statement. “Talking with companies from manufacturing to financial services, we hear the same frustrations again and again about the high maintenance required by their CRM. Our industry is supposed to make the customer experience easier to manage with technology. It’s time to make customer experience technology easier to manage, too.”

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The research revealed that many businesses lack the necessary tools to provide the kind of customer experience that will keep them competitive. Inundated with status quo CRM systems, sales leaders are struggling to ensure their sales teams are spending enough time with customers and can access the data required to build and maintain these relationships. The report surveyed 1,000 sales decision-makers in the U.S., U.K., Germany and Australia, and found that 52% believe their CRM systems are costing them revenue.

Key findings include:

• 53% of sales leaders are fatigued and frustrated with the CRM admin burden placed on their sales teams;
• Sales reps are only spending 54% of their time selling;
• More than half (56%) reported their customer churn increased in the last 12 months, with less than half (48%) reporting they don’t know why; and
• 50% of sales leaders admitted that they cannot access customer data across marketing, sales and service systems.

However, 88% of respondents said they expect to increase their use of artificial intelligence (AI) over the next two years to augment their existing CRM processes. This will help enrich incomplete CRM data with additional attributes to improve AI learning models’ efficacy. Data enrichment also enables AI to consider factors not present in CRM data, surfacing additional competitive insights previously unknown to organizations.

“Customer behavior has fundamentally changed and businesses around the world are facing a customer relationship crisis,” said Craig Charlton, CEO of SugarCRM, in a statement. “Sales teams are bogged down with administration and stuck with an inaccurate picture of the customer with little advance notice or insight into customer churn. These findings are a wake-up call for companies relying on the market-leading incumbents in CRM with software that is tuned to steady-state and known customer behaviors.”

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