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Case Analysis:
Siebel Systems: Anatomy of a Sale(A) Group 5
ROHIT NATH | GAURAV PATANGE | MANGESH PATIL MAHTAAB KAJLA | SACHIN KUMAR
Introduction
Company Introduction
Founded by Tom Siebel in 1993 World leader in CRM software with 50% market share in sales management, marketing automation, customer service & support (2001) Core values of company emphasize on customer satisfaction, professionalism, professional courtesy & bias for action
Alliances
Integration Alliance Partners include Accenture, Cap Gemini, Deloitte Consulting, IBM, PWC etc Key hardware & software partners include Alcatel, AT&T Wireless, Avaya, Cisco, Compaq, Microsoft etc
Competitors
Oracle, SAP, PeopleSoft, Clarify, E*piphany
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Assignment Question
Question:
How should Carman respond to the invitation to tell the Quick and Reilly executives what he thought of Oracle? What features of this particular interaction influence your opinion? Would your opinion of the right response change if the circumstances were different?
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Since meeting was not prior scheduled, lack of understanding about clients needs, budget and requirements could restrain the prospective deal
Carman is not sure if Cathy Ridley is Influencer or Decider and degree of power that she holds in organization
Carman himself is not comfortable in comparing Siebel to its competitors until he knew the clients requirements
Conversation is more of casual one which might not lead to conversion of deal
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Assignment Question
Question:
How should Carman qualify the prospect? Should he ask, Whats your budget? Should he suppress his curiosity and leave it to the prospect to bring up the information about the size and timing of the opportunity? If he asks for information, how will he use it?
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Providing information that how the product can satisfy needs of organization
Asking specific questions to Cathy would help Carman in assessing their requirements and needs in specific fashion. Therefore, he should definitely ask questions regarding the money that the company can pump in for this project, number of end-users involved which would provide a rough estimate regarding the pressure that the system should be able to sustain, delivery time, scope of project in organization.
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Carmen should not suppress his curiosity and should ask directly about their requirements, as knowing the needs and requirements of customers in better way would help him in explaining the product accordingly, thus increasing the chances of cracking the deal
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Assignment Question
Question:
Evaluate Carmans interactions with the customer upto this point? Is he doing a good job? How effective is the Siebel Systems approach?
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TAS Process
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Can we compete?
Yes. We are the only company that offers end to end CRM solutions
Can we win?
Yes. We have more than 200 products to offer & we can also customize them as per clients needs. We also have superior customer service
Is it worth winning?
Yes. Considering the potential of the deal it is worth winning
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Cathy Ridley & Other senior executives can act as influencers in this deal
Other stakeholders & their corresponding roles & power are not yet identified. So for now Cathy remains the important point of contact
Relationship strategy must focus on building long term relationship with Q&R
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Siebel follows the above steps to ensure customer expectations are met & thus reinforces customer confidence.
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Assignment Question
Question:
Put yourself in Zitners position as he picks up the phone. How should he handle the conversation? What is his objective in this call?
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Objectives of Conversation
Zitner must keep in mind that this is an introductory conversation with a potential client. So focus must be on building rapport & gaining confidence before making a pitch After achieving the initial rapport, he must try to gauge the requirements of Q&R After understanding the clients needs, he must talk about what Bradley systems can offer to solve their problem He must then try to convince Cathy to send a detailed RFP for further discussion The following are the objectives that Zitner must focus on Primary
Understanding customer needs Explaining the suitable solutions to the buyer Assure the client that they can provide excellent product & service that can solve his/her problem
Optimistic
Convince her to meet in person for further discussion Try to get a detailed RFP from Q&R
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Questions?
Thank You
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