Case Study: G4S Security Solutions Boosting Sales Pipeline by 60% with SuMo for Salesforce ‘SuMo motivates users from ‘I have to’ to ‘I want to’ use salesforce.com’ Douglas Greenwell, UK Sales and Strategy Director G4S
CUSTOMER PROFILE.
G4S Secure Solutions is the world’s leading global security and outsourcing group and is the largest employer on the London Stock Exchange, employing more than 620,000 people across 120 countries. Douglas Greenwell, UK Sales and Strategy Director at G4S felt that to improve the performance of his UK team, he needed to change certain behaviours across the sales department and looked for SuMo for Salesforce to help him manage his team more intuitively.
BUSINESS CHALLENGES FACED.
Faced with a changing and increasingly competitive marketplace, G4S UK Security Solutions felt it needed to change the ways in which its sales team behaved in order to maximise its potential.
The key challenges that G4S needed to overcome were:
1. Low levels of CRM adoption and incomplete records made accurate financial forecasts practically impossible
2. Two distinct types of behavioural change were necessary
3. The quality of sales leads needed to be improved
4. Sales team needed to meet more customers, move sales along more effectively and improve customer insight
5. Challenging security marketplace meant the sales team needed to start cross-selling
6. Team members were not sharing best practice advice with fellow colleagues
7. S t r u g g l e to make behavioural change measurable or tangible SOLUTION.
• SuMo for Salesforce was rolled out across G4S’ 140-strong UK sales team in October 2013
• Through the deployment of game mechanics G4S now has a platform from which it can reward and recognise employees for strong performance
• Through techniques such as leader boards, points, badges and the integration of Chatter Social Collaboration, SuMo has allowed management at G4S to recognise and reward employees for strong performance, driving deeper CRM adoption and best-practice sales engagement
• By constantly monitoring and tweaking SuMo, G4S has been able to avoid game fatigue setting in embed improvements to performance across the sales department
BENEFIT.
G4S has already seen great results since implementing SuMo for Salesforce in October 2013, so much so that the application is now one of the key tools used to motivate the sales team.
60% 35% 98% 86%
Increase in “Active” Upturn in Contacts Rise in Salesforce Increase in Sales Pipeline Logged in Salesforce Adoption Across Sales Activity Logging Team
• Using SuMo for Salesforce has made behavioural change tangible to the employees and measurable for management
• Through Chatter, employees can share best practice advice throughout the department, driving improvements to performance across the board
• Management can make more accurate sales forecasts due to more complete and accurate records being completed on Salesforce
• G4S now has a much clearer and more accurate view of where employees are spending their time and the progress of sales leads, allowing management to provide individual sales coaching Thanks to SuMo for Salesforce, G4S has seen instant changes to behaviour across its sales team and been able to drive deeper CRM adoption. As a result, management can encourage desired behaviours and understand exactly how employees are performing across the board.
FUTURE PLANS.
Having used SuMo for Salesforce since October 2013, G4S sees the application as a key tool through which it can motivate staff and improve performance in the long-term. Having already changed the badges by which it denotes success, from military ranks to creatures from the African savannah, the management team will continue to monitor and tweak the specifications in order to avoid game fatigue and keep players engaged. By investing this time in the process, G4S will be able to embed the behavioural change that it set out to achieve when implementing SuMo for Salesforce.
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