SugarCon 2013: High Performance CRM

Bray InternationalThe High Performance Company

Brad A. Kirchhofer

Chief Operating Officer

Bray International, Inc.

Providing Valves, Automation and

Control Products to Industry for 27 Years

We will meet or exceed our customers

expectations by continuing to improve

and expand our product offerings,

processes and services while

maintaining the highest level of quality

Providing Global Service To Industrial Markets

Manufacturing and Distribution Operations Worldwide

• Argentina

• Australia

• Brazil

• Canada

• Chile

• China

• Germany

• India

• Mexico

• Netherlands

• Poland

• United Kingdom

• United States

• Vietnam

300 Sales Locations Worldwide

Behind Bray and CRM

Bray Has More Than Tripled in Size

0

500

1,000

1,500

2,000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Bray Global Headcount

Bray Global Sales Model

End-User

Engineering

/Procurement

BRAY

BRAYBRAY

End-Use

Project

Location

EPC Location

Bray Original CRM Charter

• Pre-CRM, no consistent approach to sales

collaboration and activity management

• Implemented Salesforce in 2009 for field-sales

collaboration, reporting, and measurement

• Expanded CRM scope to include management

of service issues

CRM Usage Has Grown to Over 500 Licenses

0

100

200

300

400

500

600

Bray CRM License Count

Challenges

Key Challenges

• Expanded CRM globally, invested internal

resources in training and adoption

• High license cost discouraged wider deployment

of Salesforce

• Global support model relying on Salesforce

not cost effective, lacked adequate

multilingual capabilities

Monthly External Cost per CRM License

0.00

0.20

0.40

0.60

0.80

1.00

1.20

2009 2010 2011 2012 2013 2014 2015 2016 2017

Month

ly E

xte

rnal C

ost

per

CR

M L

icense

(IN

DE

XE

D)

SalesforceSalesforce

Switching to SugarCRM

Rationale for Switching to SugarCRM

• Long-term relationship:

SugarCRM, TechnologyAdvisors, and Bray

• Shared vision: broad-based customer engagement

• End user adoption: More affordable license cost

encourage wider adoption of SugarCRM and

broader scope of applications

Monthly External Cost per CRM License

0.00

0.20

0.40

0.60

0.80

1.00

1.20

2009 2010 2011 2012 2013 2014 2015 2016 2017

Month

ly E

xte

rnal C

ost

per

CR

M L

icense

(IN

DE

XE

D)

SugarCRM Salesforce

Rationale for Switching to SugarCRM

• Portal capability provides product-service access to

Bray partners without a purchased license

• Upgraded mobile licenses included with

standard SugarCRM licenses

• More affordable online storage will allow Bray to

build more sales and customer intelligence in the

CRM

Other SugarCRM Benefits

• Flexibility and choice: Option for moving

application and data on-premises

• Collaboration: Bray and our SugarCRM partner

jointly have a relevant voice in Sugar’s

enhancement roadmap and licensing models

Milestones and Benefits

Key Milestones for Sugar Implementation

• May 2012 – began search for alternative

• July 2012 – began SugarCRM POC project

• September 2012 – finalized FR document

• November 2012 – training and testing, data migration

• December 2012 – Conversion

• PRESENT – Ongoing user training and configuration

Anticipated 2013 Benefits

• Expansion to more users in more functional areas

• New SugarCRM features/mobile app on the way

• Working on integration with ERP and

other applications

Key Takeaways

• Select CRM vendor with whom you can have a

close partnership

• Start a year in advance!

• Allow for improvements to be part

of the conversion

Thank You