Sharpen your Selling on Salesforce: Installed Base data at your fingertips

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Hello everyone, good morning, good afternoon and very good evening to everyone

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joining in today.

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This is JW our go to market manager at entitle.

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We're going to go ahead and get this discussion kicked off today.

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So with that, we'll go over to the rules of the road.

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Awesome. So some rules of the road, please use the Q&A area for questions to

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the speakers.

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You'll find that Q&A button at the bottom of your screen along with all their

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buttons on your zoom bar.

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There's also a chat button you can use to raise any technical issues during the

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course of the event.

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And we'll go ahead and get the recording to this and the deck we're going to

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use today sent out afterwards.

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And with that, I'll go ahead and introduce our speaker of the day.

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Rohit or Roy as he is more popularly known is the head of customer success here

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at entitle and takes care of our EU business.

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Roy has spent two decades in the technology and industrial automation space at

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companies like Schneider Electric and Thales.

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He was also the founder and CEO of Mashiq, which was a technology provider for

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the aftermarket before joining in title.

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Roy, thanks so much for leading us today over to you.

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Thank you JW and good evening everybody.

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I've spent about 60 into 18 years working aside OEMs across the world.

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I started in Asia, moved to Europe and with the entire customers, I also work

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quite significantly with our American customers.

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And I would say one of the things that I noticed that is different about the

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industrial OEM base is that you know about 80% of all the new equipment sales

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that happen for this industry is most with existing customers.

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So the largest customer base are companies that you're already working with in

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one form or the other.

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And on top of that, about 25 to 30% of the revenue, the overall revenue is also

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actually coming from the aftermarket, which is PEPART services primarily.

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And when you see the scale of all of that together, right, it's a pretty

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important element in terms of how well you know your customers.

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And that's a combination of multiple things.

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So you need to know not just who your customers are or the contacts, which is I

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think the easy part.

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But then OEMs, I think they have the added complexity of equipment that are not

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simple things that you sell like an iPhone, although an iPhone is complex as

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well.

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It's just that the product and the definition of what the customer wants

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through RFPs and so on is something that goes over multiple weeks sometimes

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multiple months and the knowledge and the insights associated with the

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technical parts of the product as well as all of the different interactions

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that your company is having with your customers across services across this PEP

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ART transactions across all of the other conversation that are happening with

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regards to design and co design.

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All of these things have an outsized impact on the success of the sale quite

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often.

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And therefore what's something that is natural is a lot of OEMs have over the

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past decade invested in CR and that makes perfect sense because that's the

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perfect place to get started in consolidating everybody's knowledge and

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interactions with your customers.

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And that's I think the first it's a good first step. But typically what we've

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also seen is that these CR and systems are primarily focused on driving the

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sales process.

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So I just pulled up a standard dashboard for most sales people on Salesforce

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and you're looking at of course where in the sales pipeline are the different

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opportunities and who are the customers.

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Are we on fork what's the focus for the month or some focus for the quarter are

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we hitting our targets and buy sales rep by region and so on right and this is

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this is critically important and it's focusing on the efficiency and the

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effectiveness of the sales part and it's a necessary input for management.

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So that's great. But then when you go from there and you're basically starting

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to break down where you are in a specific sales process you're also looking at

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different things about the customer itself regarding the account regarding the

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value of the deal.

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All of this is again fundamental to any sales process. But if I am an

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individual sales manager and I am actually interested in the health of my deal.

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Then just having a full view of all of the different opportunities that me and

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my team are chasing is only half the way forward the hardest part is what I've

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described earlier which is basically for the sales team to also have with a

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single view of full 360 degree view of everything that's happening with that

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customer.

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And while sales force and other CRM systems are capable of doing it just

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getting all of that different data into the system is a massive project because

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you have systems like ERPs where the transactions are your service execution

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software that is sometimes separate a lot of the service notes are in Excel.

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And while this paper discussions are happening with the order desk and that's

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probably going straight into the ERP systems where the orders are coming in.

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And if you don't bring all of that in one place it's going to be very hard for

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you to have a conversation with your customer about a specific equipment that

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they have in a specific site that may have an outsizing path on what they're

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going to buy next with you or what is the ongoing discussion that you're having

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And that's the problem that we set up to solve but before I do that I want to

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throw a little quiz just make this a little bit more interactive and also to

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understand where you are in this picture right so roughly how many systems do

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your sales teams have to look at or click through in order to have a single

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view of any of their customers feel free to answer it will keep it open for

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another 15 seconds.

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I hope that's enough time if you have a single source of truth you're already

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in the promised land but if you chose in any of the others there is obviously

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work to do okay great three to five okay that's that's actually pretty standard

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I would say.

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You have at least in your system you have a service system and ideally you

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probably also have other other systems where you have your support data that is

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being allowed great thank you and this is actually going to be interesting for

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your sales teams precisely for this I've been in sales and one of the most

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frustrating things is actually this that you know Joe from services had this

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issue with the customer and the customer wasn't happy about it it was about a

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specific equipment and they're actually buying three more of this.

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You want to be able to convince the customer that the new equipment that they

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're going to buy from you from the next generation where you've actually worked

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on solving precisely those kind of problems or it could be related to spare

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part pricing which could then impact for example the amount of safety stock

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that they want to negotiate in the new equipment that they contract that they

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buy or it could be that I am and this is something that I personally felt when

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you're a key account manager and you're managing through your sales teams in

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different locations. A major customer like a Nestle or a BMW or whatever of one of these large

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companies they have and they are starting to consolidate purchasing and they

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have access to analytics across what they're doing across across across the

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world with their suppliers and then asking for the strategic the strategic

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account seems to do more and it's very hard for a strategic account manager a

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global strategic account manager or a gram to basically be able to pay for the

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company. So basically we're able to pull up in one quick summary everything that all of

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the different sales teams across all of the different countries are doing with

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the with the customer right and those are typically the challenges that a

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vanilla implementation of any CRM does not solve in the first step and it's

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usually in your journey of adopting and doing better CRM it usually comes a

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little later and that's basically what we've we've seen.

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We've been informing our product development as well as as we've been working

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on in the last last couple of years what we've.

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I think the most fundamental challenge right is this inside every company there

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is a lot of knowledge that knowledge is sitting in different systems as data or

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and more frequently.

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It is sitting in the minds of the most experienced people in in the company

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these are often customer sales at strategic account managers it could be the

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service teams the health the health best teams or even the order of the teams

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now if only there was a way for as the famous saying goes if only what H.

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P knew what H. P knows or H. P knew yeah H. P knew what H. P knows if only

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there was a way for every customer facing professional in the company across

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sales across services across all of the different parts of the company that

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actually touch any part of the customer's processes if there was a way for each

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of them to have at a click of one mouse click or at the tip of the fingers all

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of the knowledge that is across the company that they should have access to

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right.

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That is basically the promised land that we realize a lot of company that want

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to work with us are looking for and while we do that with entitled insights we

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realize that a lot of them wanted to have all of those capabilities where they

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're working with the customers which is their CRM systems.

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So in a nutshell what we understood was that there needs there is a need I

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would say to bring together commercial information and technical information

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about the customer so commercial information about the customer the contracts

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the assets that they purchase the parts that they purchase and so on but also

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the technical information which is here are the kind of equipment that the

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customer has acquired from us here are the bill of materials for those

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equipment and then also the life cycle.

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Of the parts in the bill of materials where quite often and I heard that today

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and it's actually true most of the industrial equipment survive a lot longer on

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the field then most IT installations do inside your company you replace IT

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systems of any kind every five to six years when your equipment live on the

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field for 20 years so all of the data that accumulates in all of these

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different system that you've graduated from over the years and if you're able

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to bring together if you're able to bring all of that in and if you're able to actually say I

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sold an equipment 15 years ago here is the bill of materials with the parts

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list that was in that equipment but here are the 30 parts that are relevant for

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services that have been replaced multiple times in their life cycle they become

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obsolete the original ones but today here are the parts that have been

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replacing each of those parts in that journey and today if I want to sell a

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certain part from 20 years ago or 15 years ago this is the part number that I

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should be actually quoting for.

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That is the level of ease that service people are looking for and that is also

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true I would say for strategic accounts and new equipment sales this is what I

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believe a lot of companies are looking for and are trying to achieve this in

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the in their deployment or in the implementation of their CRM and that's a

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journey that we are trying to kind of accelerate for you on Salesforce and I'll

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spend the next couple of minutes just quickly showing you what you can actually

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do with what we built just now let me just say I'm going to do this.

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Just now let me just leave the slide deck and I get right to it on Salesforce

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this is second.

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I guess you still see my system.

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So here we are.

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This is your Salesforce. This is a specific customer location.

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What is called accounts in Salesforce and like in any typical implementation

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you do manage the contact information for the customer the different

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opportunities that you have that you're working on or that you've just worked

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with the customer on additional details about the customer and your the typical

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data that you capture for your customer.

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This is something that we expect most most OEMs have implemented in their CRM

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especially in the Salesforce.

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But then like I said earlier it still leaves your sales teams wanting that next

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level of information which is what are the specific equipment that this site

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has what have what are the parts that are in those equipment what are the

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transactions that they have incurred what what are the purchase from us as

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parts and services because of the equipment that they already have which of the

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service contracts are active. Which of them are not and that's basically what we are bringing to the same

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would say conversation with the IB intelligence product that we've just

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released.

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Now here you're able to see in one click all of the different equipment that

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you have seen that the customer has purchased the top three opportunities that

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you're working on the last transactions that the customer had with you what

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what did they purchase what was the value and when

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when it was you're able to also look at for example the equipment age at the

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site so you can see that they had they made a big purchase in 2021 they seem to

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make a purchase every five to six years you're probably going to come up with

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the probably going to come up with an RFP next year so you want to be in that

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conversation early so you can actually influence what they specify that's that

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's one and you're also looking at their purchasing behavior as it pertains to

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parts as it

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pertains to services so you can see that they were traditionally company

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company that didn't really purchase services but they are starting to purchase

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service contacts from you so you're able to see that kind of trend as well all

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of this as your customer location centric dashboard so this gives your sales

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team a pretty good idea straight out of the bat as to what you're doing what

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they're doing with their customer in that location.

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Now the next step would be hey what are the specific equipment that they do

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have and all of that gets served in one place you can see not only what they

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have and the specific serial number which is in interesting because typically

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as soon as a customer calls you especially in services the first question you

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ask is what serial number you're talking about so you already have that list

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here and this you click through to see more information about it you can see

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all of the parts that have been transacted upon what are the recent set of

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parts that you can see. The recent set of parts that they bought when did they buy it how many pieces

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all of the information that you generally store in your ERP is served out here

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of course around services active service contracts but most interestingly I

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would say is is this part which is what are the opportunities that we believe

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you should be chasing with this customer so we have a lot of intelligence and

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algorithms that are actually a form of AI that we are using which enables us to

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identify buying patterns.

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As well as look at the buying patterns of a cohort of customers that have a

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similar install base as this customer one of your customers that would be and

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then basically to see is this customer buying enough buying at the same

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frequency or not and generate additional leads for you to basically then chase

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additional leads and this is on top of the leads that your sales team generates

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by the themselves by talking to customers.

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These are algorithmic leads that you can then promote and follow in the CRM

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itself and another interesting part is what I was telling you earlier which is

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that you now have the ability to bring the entire bill of materials for all of

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the equipment that are in that location and then of course if you click on the

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specific equipment you would be able to see the specific parts associated with

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that equipment as well in one place including the obsolescence information so

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as you see here these were the original part numbers when you shipped the

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equipment. And this is the current part number that has replaced over multiple different

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obsolescent cycles so this part today you will be able to sell you will be able

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to replace with this part so all of this kind of information is managed today

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by entitled and served into sales force where your customer facing teams have

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access to all of this information so they can help you serve your customers

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better.

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I'll stop there if you have any questions I'll open it up for you this is

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pretty much the the agenda for today's presentation I hope it was useful but I

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'm happy to answer questions that you may have.

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Awesome right thank you we did get a couple questions here for you the first

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one do you offer this integration only to sales force or to other CRMs as well

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so that's a good question and so we today we offer this on sales force and that

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's primarily because honestly speaking the the vast majority of our customers

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are sales force customers we do have customers that use Microsoft.

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So that is in in the works we are working to build something similar on and

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service upon Microsoft CRM as well but as of today is on sales force yeah.

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Perfect OK and the other one is where is the data stored on Salesforce cloud or

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on yours.

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That's a very good question so as we're building this this is stored on our

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databases in our data center so this is on our cloud instance we serve this up

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into sales force but then we do have customers that are discussing data cloud

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with sales force and as part of that discussion we do we will support I would

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say having this information in data cloud if that's what the customer wants.

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At least for what we're doing with sales force right now that's definitely

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something that we plan.

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It's going to be in the end the customer that will decide.

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Awesome.

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OK I think those are all the questions we have in for now anything else you

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want to add is closing remarks.

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Not only service I think in the end the more information that a sales or any

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customer facing person has either disposal without having to skip through

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multiple different systems simply makes their life easier makes their ability

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to focus on solving the customer's problems that much higher and that in turn

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will obviously lead to more sales and more happy customers and that's in a way

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what we set out to serve initially as entitled and that remains a mission.

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Another question.

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So yeah one more question just came in so.

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Having access to intelligence yet you see that one.

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Yeah I see it I'll answer it so yeah so I know Trillium indeed your great

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customer so I know you're using insights and I know you have sales force we

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have spoken about it to Paul.

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I believe you've had certain discussions internally and if that is a fitness we

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are more than happy to enable this for you.

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I hope that had started.

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Right doesn't look like any other questions in for the time being thank you Roy

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for the presentation and folks will get this recording and that sent out to you

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later today.

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Thank you everyone.

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Thanks so much for your time.