Outsourcing company turns to cloud to double its customer base

Cloud-based CRM helps Flat Rock grow its business without hassle

Running a CRM system off a spreadsheet and emails flying to and through from customers clearly would not cut it for too many companies with an eye on growth, so when London-based IT outsourcing company Flat Rock needed to boost its sales operations, it turned to a cloud-based CRM to increase business.

The firm, founded in 2008, used SugarCRM to increase market share, doubled the conversion rate of business leads into high-value clients and reduced contact list management time by 50 percent. Flat Rock manages a highly skilled team in eastern Europe to deliver bespoke and price-competitive services for small and medium-sized businesses.

Flat Rock Technology needed a centralised data system to handle its sales and project activities. Of crucial importance was the ability to manage the entire customer lifecycle, from capturing initial interest to managing opportunities, project details and support contracts. Before Sugar, the company’s salespeople relied on Excel spreadsheets and emails to track sales opportunities and on-going project developments. As customer interest in Flat Rock Technology grew, a better reporting system was needed to manage contacts and critical documents.

“When we started Flat Rock we knew that the most important part of the business is our clients and as we intended to scale rapidly we knew that we will very quickly need a CRM system,” says Ran Berger, managing director at Flat Rock Technology. “We perform sales from multiple territories and therefore a cloud-based solution is very logical for our business.”

Berger says initially the company had four salespeople with a high volume of calls and contacts to handle, and with people at different stages of the sales cycle. “A month after we started trading we knew we needed a system,” he said.

“We used some local tools including those who are part of the MS package but we couldn’t easily collaborate. That led us to a clear understanding that a cloud solution is the best path for Flat Rock,” says Berger.

Other important requirements were flexibility, affordability and ease of use. “We are a small business and didn’t want to waste time and money on operating a CRM tool,” adds Berger, pointing out thatthe company wanted a way to reduce total cost of ownership.

“We also believe in the SaaS model for the pay-per-use commercial scheme that allows small and young businesses to access comprehensive systems at affordable price, he says. “As a business we develop cloud-based solutions for our clients and it is part of our business strategy and philosophy to use the same methods that we recommend to our clients.”

We believe in the SaaS model for the pay-per-use commercial scheme that allows small businesses to access comprehensive systems at affordable price

Flat Rock Technology identified a number of tools but narrowed the search down to Salesforce and SugarCRM. After careful analysis, Sugar was chosen as the most appropriate for its size of business. Cost effectiveness and proven capabilities in process and customer management were also key. “We had initial discussions with Sugar and they were very helpful and eager to work with us, while other companies saw us as too small a customer for them. Sugar offered us the best cost to value,” says Berger.

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