CRM Case Study Expert System
Expert System is the developer of Cogito, a cognitive computing software that reads, comprehends and provides answers from complex dataData Data is a set of quantitative and qualitative facts that can be used as reference or inputs for computations, analyses, descriptions, predictions, reasoning and planning.. Based on artificial intelligence algorithms, Cogito makes the most of data to empower better, more informed decision-making at the speed of current technologies and at the scale of a company’s data repository. Cognito is used in many sectors including government, corporate and financial. It is available in 14 languages.
Originally based in Italy, Expert System is a public company listed on the AIM Italia stock exchange, and has now established a global presence, having expanded to the US, France, Spain, Germany and the UK.
The company’s rapid expansion meant that their sales had to become more organized. “Our company grew significantly over the last few years,” explains Luca Scagliarini, Expert System Chief MarketingMarketing Marketing is the field, set of actions, or practice of making a product or service desirable to a target consumer segment, with the ultimate aim of effecting a purchase. Officer.
This meant we had to start thinking about scaling. We were not using any structured sales methodology, so I started to set up a structure—meaning a sales processSales Process Sales Process is a series of strategic steps or a set of activities aimed at driving sales growth through the alignment of personnel, market insight, methodologies, relevant business units, and technology. and adapting a sales methodology. At that time we also wanted to look for a CRM system that could support an implementation of this kind.
Scagliarini first heard about Pipeliner from one of Expert Systems’ U.S. sales reps who had used it at a previous company. “Our sales rep was very positive about how easy Pipeliner was to implement, and how it enabled people to work whether they were online or not,” he says. “Those were all things that we needed. So I tested it and indeed found it quite simple to implement. We are not that big of an organizationOrganization Organization is a cohesive group of people working together and formally bound by a shared identity (e.g., one team, company, club, etc.) and a common purpose (e.g., business growth, athletic victory, etc.). and didn’t want to start having to deal with IT staff and so forth. We didn’t want to have to customize everything, so a lot of things that Pipeliner provided were a good fit for us.”
Rolling out Pipeliner was part of an overall strategy. “You have to consider that we were implementing tools, processes and a sales methodology at the same time,” Scagliarini says. “The adoption of the tool was the easiest part because we deliberately kept it simple—not too many steps, and not too many activities in each step. Not all the functionality was used by everyone, but I’m now noticing a growing use because we have implemented marketing automation, and that has motivated people to make sure they enter more detailed information.”
Thanks to Pipeliner, Scagliarini is now meeting the goals he set in organizing the sales team.
We needed a sort of checkpoint for the implementation of our sales process and sales methodology. I think from that point of view, having an application like Pipeliner really helps enforce that. People perceived that they were ‘doing things in Pipeliner,’ but the reality is that by doing that they were also adopting a much more standard sales process. I think that’s the real value for us.
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