Smarter, faster, and much more flexible
November 19, 2012 — Iroquois, Ontario
Ross Video's new CRM software is enabling its salespeople to make better decisions more quickly, dramatically improving their ability to satisfy customers and close deals.
While Ross Furio Robotic Camera Systems enable producers and directors to deliver more captivating content, the firm's new CRM software enables its sales force to work more effectively.
For nearly two decades, Ross Video Ltd. has provided customers around the world with a wide range of innovative products for use in broadcast, distribution, live event and production applications. After years of steady growth, it now has customers in more than 100 countries. In 2012, the company realized it needed to update its Customer Relationship Management (CRM) software.
The firm had rolled out its first CRM software in 2004. It worked well for a time, but with revenue growth of 700 percent and sales force growth of 1,000 percent as well as international expansion and diversification, the shortcomings of its CRM software became ever more apparent: it didn't work well across time zones, and had other limitations that sometimes led to significant delays in the firm's ability to support customers and win projects.
Gregory Fruchet, an Industrial Technology Advisor (ITA) with the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP), was familiar with Ross Video, which had already had a previous relationship with NRC IRAP. The firm's need for new CRM software arose just as the NRC's new Digital Technology Adoption Pilot Program (DTAPP) was announced. The program helps small- and medium-size enterprises (SMEs) in Canada adopt digital technologies that will enhance their productivity.
Fruchet immediately saw a fit for Ross Video, and worked with the firm throughout the project to keep the focus on productivity. "It was always part of the discussion, including how we would measure and evaluate the project to make sure the company was getting the right outcome and results," he says. "I kept the focus on outcomes throughout the life of the DTAPP project."
Revolutionizing the sales process
With support from DTAPP, Ross Video was able to implement a new CRM system that has modernized its entire sales process and is much better suited to its needs and pace of growth. Ross Video used DTAPP funding to implement a new cloud-based CRM system offered by Salesforce.com Inc. The funds supported the work involved in integrating the Salesforce CRM system with Ross Video's existing business processes.
The new system launched in July 2012, and now provides up-to-the-minute, real-time data updates, ensuring all users are viewing the latest information at the same time all the time. It has also eliminated the need for sales staff to rely on an array of different applications-such as email, Skype, MSN, FTP and Dropbox-to manage project data and communications. The Salesforce application does it all, integrating and streamlining the teamwork process.
"Ross Video's new CRM software enables the firm to keep track of its sales pipeline more efficiently and is enhancing the firm's productivity in several measurable ways."
— Gregory Fruchet, Industrial Technology Advisor, NRC IRAP
Ross Video salespeople around the world report that the new software is enabling them to make quicker, more informed decisions, improving their ability to put forward proposals and close deals. The firm is also benefiting from the better business intelligence that can be derived from a central data bank.
Joe Lalonde, Ross Video's vice-president of finance and administration, says the new CRM gives the firm a much better, global view of its sales funnel, which is excellent for strategic planning purposes. "It helps teams make decisions about pricing and product feature sets quickly, which is absolutely necessary in a rapidly changing technology environment," says Lalonde.
As a result of the DTAPP project to implement new CRM software, Ross Video:
- Re-engineered each process within its sales chain
- Has already seen the duration of its weekly sales conferences decrease by 50 percent
- Expects its regional sales managers' effectiveness to improve by 10 percent thanks to live, accurate access to all data for all customers 24/7
- Expects its sales coordinators' effectiveness in processing and fulfilling orders to improve by 50 percent
These accomplishments represent significant improvements in overall productivity and show how quickly such gains can be realized when appropriate technologies are methodically implemented and integrated into a business' operations.
"The new CRM software has led to increased efficiencies for everyone in the sales chain, from the regional sales manager to the sales coordinator to technical support," says Lalonde.
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