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