Entellium CRM Scripts Sales Success for ScreenPlay, Inc.; After Outgrowing Excel, Custom A/V Environment Specialist Realizes Rapid User Adoption and Enjoys Better Decision Making.
ScreenPlay designs and produces audiovisual environments for the retail, hospitality and business services markets as well as online content providers across North America. As the nation's leading provider of customized audiovisual environments for business, more than 300 million viewers watch ScreenPlay programming every month, both in-store and online. With nearly 75 employees supporting 25,000 retail and business locations, the "small screen" is big business for ScreenPlay.
In May of 2005, the company reached a critical juncture. With six product groups and eight sales territories, as well as rapidly growing sales and service teams (40 and counting), ScreenPlay had maxed out the limited customer-tracking capabilities of Microsoft Excel.
"Excel isn't really meant to be a CRM tool, and we were experiencing the pain of trying to make it do too much," said Mitzi Graham, executive director at ScreenPlay. "The inefficiencies were crippling and the lack of data visibility across the company hamstrung our ability to make good decisions."
Among the issues arising from an inadequate CRM system:
--Non-centralized data. Customer information was typically stored in Microsoft Outlook on each salesperson's PC, putting the data at risk should something happen to the individual's computer.
--Manual reporting inefficiencies. Graham spent an average of eight hours a week compiling status reports, pipeline forecasts and revenue projections from each sales rep into a single spreadsheet. The complexity of each report reduced the amount of actionable insight available to management.
--"Double calls." Although it didn't happen often, occasionally two sales people would call the same prospect or company offering complementary products and services -- the sales "synergy" was lost in the process.
After diligently reviewing contact management systems like ACT! and Goldmine, as well as full-featured CRM from Entellium and Salesforce.com, Graham chose Entellium. She cited sales workflow and customer-friendly terms as the key reasons for her decision.
"ACT! and Goldmine weren't really upgrades from Excel, and Salesforce.com made us pay for a great deal of functionality we didn't really need. Entellium eSalesForce offered multiple sales processes, whereby each sales rep could use the ideal process for their role," said Graham. "Entellium's modular pricing and flexible terms were just an added benefit. We were up and running within a week."
Entellium eSalesForce, the company's sales force automation solution, is built from the "bottom-up" to make the daily lives of sales, service and marketing employees easier, with advanced automation features not found in any other hosted CRM solution. The company's recent PRO-Activity Release was based on more than 43,000 hours of usability research, with the result being the most user-centric CRM solution on the market today. In addition, Entellium's CRM suite has a lower total cost of ownership than Salesforce.com's Professional and Enterprise Editions.
Entellium helped turn chaos into order and efficiency at ScreenPlay. The product's high usability and reduction of "click fatigue" to get data into the system means end users reliably enter customer data and accurately log activity, while offering broad visibility to the whole company on vital account details.
ScreenPlay relies on Entellium for many facets of customer engagement -- even the company's office manager uses Entellium eSalesForce. When a customer calls, she quickly types in the company name into the application, and it shows her the most appropriate ScreenPlay representative, as well as alternates if the primary representative is not available. This ensures maximum customer service -- all while being completely transparent to the caller.
ScreenPlay's New York sales representative has a short sales cycle -- sometimes deals close in an hour. In this scenario, Entellium's application serves as an instant activity tracking and management tool. The end user can quickly judge the return on investment of a particular product and promotion at a moment's glance.
In contrast, ScreenPlay's major accounts representative in Los Angeles has a sales cycle of 12 to 18 months. This sales professional uses Entellium to manage the entire sales process. Prospects are first identified by a sales assistant via research, news articles or other documents that could produce opportunities. The sales assistant then enters the contact information for the prospect, and the appropriate follow-up activity for the major account representative. The sales rep then opens his Entellium dashboard and is presented with a daily list of to-do's, and can quickly view his pipeline of leads and opportunities. The application keeps him on target with a large volume of accounts (that are all in different stages of the sales cycle), ensuring that he doesn't miss important deadlines or follow-up opportunities.
These end-user benefits have a powerful impact for senior managers as well. Because it's easy for representatives to log everyday activity, the reports produced by Entellium are highly accurate. The end result for managers is more actionable insight into sales activity and better decision making by senior management.
Simultaneously, Entellium has reduced the number of "double calls" to sales opportunities and increased the amount of "team-selling" between sales reps complementary roles -- these "joint calls" have resulted in a greater close percentage. Finally, Entellium has centralized critical data in a secure and "always-on" environment, ensuring the company has on-demand access to its most critical asset.
ScreenPlay's CRM triumphs are the latest is a flurry of milestone achievements for Entellium. The company was recently named the winner of Frost & Sullivan's Customer Service Leadership Award for Hosted CRM for 2005. The analyst firm said that the free customer support offered by Entellium rivals the "experience that enterprise level firms usually received at a price."
In August, Entellium received top scores for usability, customer service and price in a head-to-head review by the venerable Network Computing Magazine, which reviewed six top hosted CRM providers. In this review, Entellium's $59 PRO-Activity Release landed in a virtual tie with Salesforce.com's $125 Enterprise Edition. Earlier this year, Entellium received top scores from Forrester Research, a leading analyst firm, in usability and cost in the 2005 Forrester Wave report: Hosted Sales Force Automation(1). Entellium also received a perfect 5.0 score for its free global support which includes live training and 24/7 live chat over the web. In September, the company announced a 5,000 seat deal with Allied Home Mortgage (one of the largest hosted deals ever) and days later received a Market Leader Award from CRM Magazine for its achievements in the past year as well as its promise for the coming year.
Founded in 2000, Entellium's suite of CRM solutions has been designed specifically for small and mid-size companies and divisions of large enterprises who want a powerful solution that strikes the right balance between the everyday needs of sales and service representatives and the reporting requirements of management. Entellium has won several industry awards for innovation in usability, and was recently recognized by Forrester Research for top scores in Usability and Cost among leading CRM providers (The Forrester Wave: Hosted Sales Force Automation, Q1 2005(1)). Entellium is headquartered in Seattle, Washington, with a global R&D Center in Malaysia and sales operating worldwide via its partner network. For more information, visit http://www.entellium.com.
About ScreenPlay, Inc.
Founded in 1989, ScreenPlay, Inc. (www.screenplayinc.com) designs and produces audiovisual environments for the retail, hospitality and business services markets as well as online content providers across North America. ScreenPlay offers complete video solutions including custom programming, advertising, streaming and on-demand video. Located in Seattle, ScreenPlay operates a state-of-the art video production house. With the strongest label relations in the industry, the company receives virtually every release from the major and independent record labels as well as full service from movie studios and game manufacturers. Corporations such as Blockbuster, CompUSA, Journeys and Harley-Davidson, partner with ScreenPlay to deliver the most effective video solutions.
Entellium is a trademark of Entellium Corp. and may be registered in certain jurisdictions. All other product and firm names mentioned are the property of their respective owners and are mentioned for identification purposes only.
(1) The Forrester Wave: Hosted Sales Force Automation, Q1 2005, L. Herbert (with Erin Kinikin and Jessica Harrington), March 31, 2005.