as our core partners for our CRM program . It ' s really about understanding who their people are and ensuring they will mix with our people . Do they understand our strategies , values , mission , vision , and can they contribute to it ? Those are key things . You want to be able to pick people and organisations that will help you see around the corners and call things out and help bring your organisation along so that you can reach your full potential and really maximise the efforts and the investments that you ' re making .”
Rafe explains that in leaving sales and changing roles , he began to see things in a different light . “ What dawned on me was that as a company , we did not have a unified way of understanding who our clients were . With over a thousand commercial representatives in 30 countries , we had very different means and understanding of who our clients were . And that ' s an existential risk because you ' re only as good as that one pinpoint of a person in the field . And we needed to pull together and gain a better understanding so that the other members of our organisation would understand who our clients are and what their needs might be . And with that , the entire global organisation then becomes exponentially better .
“ We started a process with Salesforce through some innovation efforts a number of years ago . Salesforce allowed us to use a CRM system in a manner that was right for us . It was done with the mindset that using the tool gives all of our members a better way to understand who our customers are . We have put a lot into successfully setting it up , allowing us to truly leverage it and really get the value out of it .
Mathew Moore , Global Head of CRM at DLL , picks up the conversation from there . “ With Traction on Demand , we ran a traditional RFP process almost two years ago now . Almost from the get-go , when we met the team at Traction on Demand , we could tell there was something different about them just in terms of their approach , their language , and the thinking that they had . As we went through rounds of interviews and responses , we recognised that Traction on Demand was the best fit for us from a cultural standpoint , but also a willingness to have that persistence and flexibility that would bring the right thinking and experiences and could flex with us as we navigated deploying and expanding our Salesforce and CRM footprint .
“ DLL has got a fantastic team , but we recognised that we had some gaps that we needed to fill . We recognised pretty quickly that Traction on Demand had that scale and had those experiences and could really come alongside our people and compliment them and help us to accelerate our digital transformation journey .
78 September 2021