ORC International Streamlines Sales & Marketing with CRM and avrion Company Nam e Company Nam e ORC International ORC International Company Nam e Industry Riders for Health Industry Market Research Industry Market Research Other URL Community, Social and Personal Service Activities URL
www.orc.co.uk www.orc.co.uk URL Business Benefits www.riders.org Business UsabilityBenefits – less data entry Number Usability –CRM less data entry Better of sales lead follow up, Users 15 more Betterstreamlined sales lead follow sales up, more streamlined sales operation operation Business Challenges Visibility across key business Some infothrough here Visibility acrosssales key business areas and areas through sales and marketing Solution marketing flow of information Smoother Maximizer Enterprise CRM Smoother flow of9information from lead generation to SQL from lead generation to forecasting Business Benefits forecasting Ability to segment and target • One central database for all Ability to segment and target to market demographics and information market demographics and to execute marketing • 100% reliability to execute efficiency marketing campaigns quickly in • Increased Better marketing campaigns quickly managing Day of Champion segmentation and targeting ticket sales Better marketing segmentation targeting • Significant timeand saving when sending monthly email newsletter www.avrion.co.uk • Ability to track all events, plus grant and sponsorship applications • Quick and easy in-depth searches
“Avrion understood our needs by working with us to build a system that ORC International really benefits from” - Karolina Pomorska - Marketing Executive, ORC International
Com pany back ground Since the founding of the company in 1938, ORC International has acquired a highly regarded reputation as a premier provider of market research. Its presence in the UK was established in 1993. The company provides organisations worldwide with the highest standards in data collection and analysis, in-depth market knowledge, and innovation in technology-based research solutions. The company’s makeup is unique. Its expertise in the field of IT enables it to provide innovative approaches to clients’ research requirements. ORC International prides itself on providing its customers with smarter, faster and more efficient project administration, data collection and communication of results. It is renowned for effective customer and employee research driven by industry knowledge and research excellence.
Closing the gap between marketing and sales Avrion was contacted by ORC International when it identified problems with its existing CRM system. ORC International’s marketing department was creating campaigns and generating leads for its sales team, which then dropped into a ‘black hole’. The core of the problem soon became apparent: the system in place was too complicated for ORC International’s busy sales people. The existing system was only functional from within the office and the sales team struggled to see the benefit of it; in addition information was constantly being replicated by different divisions of the business. The key goals of a replacement solution were therefore ease of use, better information and that the resulting system was process driven. Within these goals there were three major technical challenges. The first was that ORC International needed to link sales and marketing systems to other in-house systems such as costings and accounting; the second was to develop a system that fitted around the existing sales process; and the third that the investment would be scaleable for future development. Avrion worked on the project plan and presented what existing data should be used and how it was to be prepared in order to overcome these challenges.
Lean, m arketing machine ORC International’s marketing team was recommended through an industry contact to take a look at avrion. They found that the company had won several awards for CRM implementation and consultancy. They were particularly impressed with the level of flexibility and development options offered by avrion. The decision was made to go with avrion’s solution offering due to a number of factors: flexibility, functionality, the ability to customise to ORC International’s sales process as well as avrion’s proposal being the best value solution. In order to meet the demands of the sales team and provide it with a system that could bring the maximum benefit, avrion and ORC International collaborated very closely in order to build a streamlined opportunity management system that was driven by the sales process.
This meant integrating with ORC International’s quotation system so that once a sales opportunity is created a quote can be generated with data updating from the quote system into the CRM system (including any quotation amendments). This ensures that pipeline reporting is always accurate and that sales staff do not have to duplicate ‘data entry’ across applications. To ensure the flexible user access it needs, ORC International provides its sales team with web access to its customer and opportunity management solution. It also provides full LAN access to the marketing team so that it now builds more complex searches, segments the database and compiles and executes multiple marketing campaigns – which generate a higher number of leads. ORC International deployed the system with avrion with extensive in-house testing through the development cycle. In addition, formal user-centric testing was carried out by one of ORC International’s business divisions over an intensive month-long period. The system went live in June 2004. The CRM Solution continues to evolve as avrion and ORC International build further functionality, extending its impact throughout the business.
Efficiency holds k ey to strategic planning ORC International estimates that its information flow and forecasting throughout the sales process has dramatically been improved with data entry reduced significantly. The company now generates automated marketing forecasts which make senior-level reporting easier, as well as providing business performance indicators and highlighting the need for any changes to its marketing campaigns.
W hy Avrion? With avrion, you will attain a prospect and customer management system that can make your business more efficient. We support you in line with your business needs, so that you gain a robust, cost-effective solution. We are clear about how we work as team, with our suppliers and with you, our clients. We only recommend CRM applications that we have evaluated and approve of. Assisted by our avrion client care process, our teams deliver the right results across a wide variety of industries and organisations. Our avrion client care process has been designed so that the work is as simple and painless as possible for you ensuring our responses are perfectly aligned to the complexity of your needs, making certain that nothing is overlooked and that every CRM solution is a success. Please visit our web site (www.avrion.co.uk) to understand more about how we work, and why we are consistently recognised as a leader in our industry.
“Having researched several programmes I knew that CRM systems are never a case of plug and play and this is where avrion brought huge value to the project.” - Karolina Pomorska - Marketing Executive, ORC International