B2B MARKETING

Siebel System:
Anatomy of a Sale
Part 1
Aakash Shah
Ameya Arudhkar
Anant Lodha
Atul Dodia
Chirag Patel

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ABOUT SIEBEL SYSTEM

Founded in 1993 to address the growing need of
organization of all sizes to acquire, retain and better
serve the customers
Revenue of $2 Billion with 8000 Employees
World leader in the software for CRM with 50 % market
share
Fastest growing application software company in history
Pioneers of Employee relationship management systems
More than 200 Products with 139 direct sales offices in
40 countries around the world

DILEMMA
Gregg Carman job was to serve financial services clients in
the New England region
FleetBoston, largest client of Siebel which is 9 th largest
financial bank in United States
FleetBoston acquired the discount stockbroker Quick &
Reilly
Carman was negotiating a deal of $ 2.1 million sales to
Quick & Reilly
After it is acquired by FleetBoston, the difficult situation
on part of Gregg Carman was whether to stand by Quick &
Reilly or bow to FleetBostons Wishes

FOUNDING SIEBEL
SYSTEMS

Tom Siebel articulated two goals: to build a high-technology company

focused entirely on customer satisfaction, and build a company with
enduring value.

Companys vision is went out to customer and spoke to potential

customers and understand their needs before building them products
they talked to Cisco, sun, Clorox, Unisys.

By 2001 Siebel assessed that there had been a significant change in

the way firms thought about software decisions.

Independent research studies founded that Siebels customers

achieved a return on their CRM investment within 9.6 months. Further,
these customers achieved:

CONTINUE

Partnership were crucial to Siebel Systems go-to-market strategy.

Unlike its competitors, Siebel Systems did not attempt to capture

value from all components of a CRM implementation that is,
implementation services, hardware, and software but rather from
only the software component.

By August 2001 Siebel System had 729 partners classified and

resourced by go-to-market importance.

Because a large proportion of the success of a clients software

implementation was contingent on the performance of a alliance
partners, sales had to work closely with the alliance organizations
during and after the sales process to achieve 100% customer

TOM SIEBELS CORE VALUES

CUSTOMER
SATISFACTION

EXIBHI
T1

PROFESSIONAL COURTESY

PROFESSIONALIS
M

BIAS FOR ACTION

CARMANS APPROCAHES TO
SELLING
THE PROJECT TEAM
BUYING CENTRE
SENIOR
MANAGEMENT

Carman referred to the project team as my coach

And for the senior management , my executive manager

Carman's spokes

about the methodologies cannot make a

salesperson out of someone off the street

But they can make a good sales person much more effective

CONTINUE

POWER OF METHODOLOGIES

BY FORCING YOU TO
ANSWER A NUMBER
OF QUESTIONS
ABOUT THE
CUSTOMER

NOT MISSING ANY

IMPORTANT
INFORMATION THAT
COULD POTENTIALLY
AFFECT THE SALE

SIEBEL SYTEMS MEETS QUICK

& REILLY

Two people from Quick & Reilly approached the

booth of Siebel System

Siebel System are going to talk about merger with

the Quick & Reilly.

Carman had two options

1. Formed the impression that she was a
knowledgeable customers who understands the
complexity.

QUESTION
How should Carman respond to the
invitation to tell the Quick and Reilly
executives what he thought of Oracle?
Caraman response was appropriate as he
has not introduced the client to his
product, hence comparing it already with a
competitor known to customer might not
give good image about Siebel systems
By suggesting Catty to look for Oracle,
Caravan is not just trying to sell his product

QUESTION
What feature of this particular
interaction influence your opinion?
Cathy

had no prior knowledge of the

Siebel Systems

Oracle

is one of the Siebels leading

competitors and a bigger brand

QUESTION
Should he ask for Budget? Should he ask
directly or should he suppress his curiosity and
leave it to the prospect to bring up information
about the size and timing of the opportunity?
Caravan should ask for the budget and the
number of user of the -system because this
information is pre-requisite for processing the
deal further
Asking specific questions would help Carman
in evaluating requirements and needs of
customers in better way that would help him in

QUESTION
If

he asks for information, how will

he use it?

Siebels

superiority over
competitors products

Right

product specification for

customer and suggestions about
customization

QUESTION
Evaluate Carmans interaction with
the customer up to this point. Is he
doing a good job?
Caravan tried to gather information
from Cathy to get their requirement
and also gave demo of Siebel Systems
as to give broad ideas of what they
are capable of delivering

QUESTION

How effective Seibel Systems approach?

Siebel system approach is effective to large

extent as it considers customers to be on
top and focuses on delivering complete
solution to them with customization as
required

They not only concentrate on the sale of

the software, however they work with
customer in implementation and use of the

LEARNING OUTCOMES
Always focus
on customers
need and
requirement
accordingly
provide him
with the
solutions

Never lose
control over
conversation
with customer
while talking
about
competitors