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2/28/2020 SIEBEL CASE STUDY-

ANATOMY OF A SALE
B2B- Assignment 1

PREPARED BY-
CHETAN CHAND (2019-3008-0001-0002)
VARGINA PRIYANKI DAS (2019-2308-0001-0002)
RUKHSAR NASIR (2019-1908-0001-0003)
SOHAM BASU (2019-3008-0001-0001)
 OBJECTIVES OF THE ORGANIZATION-
 To build a high technology company focus entirely on customer satisfaction and build a
company with enduring value
 Company’s objective is to go out to customers and spoke to potential customer and
understand their needs before building their products they talk to Cisco, Sun, Clorox, Unisys
 They want achieve a return on their CRM investment within 9.6 months
 Want increment of over 20% in their customer satisfaction level
 Want increment of over 19% in their employees’ productivity level

PROBLEMS-
 The employees tried to cope up with the slow and inefficient system and at times avoided
making entry into the system by scribbling leads on a paper.
 Acquisition rates were going down.
 IT department later announced the crash of the system by the year 2000 due to Y2K bug.

ALTERNATIVES-
 Should have given more emphasize on focusing customer’s need and requirement accordingly
provide him with solutions.
 Not losing control over conversation with customer while talking about competitors

ANALYSIS OF ALTERNATIVES-
We think that the dominance makes the most sense while talking with customer. But in this case
he can forward the conversion to his superior also.

SELECTION OF THE ALTERNATIVES-

Here we found that there can be only one alternatives. So there is no selection in this case
QUESTIONS
Q1. How should carman respond to the invitation to tell the quick & Reilly executives what he thought of
oracle?
Ans- He should avoid providing incomplete information also whatever information is demanded from customer
should be provided with none reluctance.
Like Siebel’s Core Value carman should treat customers with deference and professional fashion as
representatives from Quick and Reilly might be our prospects. so as to supply details of competitive landscape
in CRM market Carman can share Gartner Research Report which shows Siebel systems as an entire solution
provider and market leader.
It’s an ideal opportunity to flaunt the strengths and fleet of partners. Since Cathy belongs to client
service and marketing Department; Carman shouldn’t explain an excessive amount of of technical details of
product instead he must specialize in how a Siebel product can cater to their organizational requirements.
He understood that complexity involved in implementing CRM system and therefore would be able to
appreciate a technical explanation of the differences between Siebel System and its competitors.
He suggested Cathy to have a look at oracles product that indicated to customer that he is not trying to sell the
product of his company he might be helping customer to find the solution of his/her problem.
Q2. What features of this particular interaction influence your opinion? Would your opinion of the right
response change if the circumstances were different?

Ans- FEATURES WHICH INFLUENCES-

1. Since morning was not prior scheduled, lack of understanding about clients’ needs, budget and requirements
could restrain the prospective deal.

2. Carman is not sure if Cathy Ridley is influencer or Decider and degree of power that holds in organization.

3. Carman himself isn't comfortable in comparing Siebel to its competitors until he knew the clients’ requirements.

4.Conversation is more of casual one which might not lead to conversation of deal.

FEATURES RESPONSIBLE FOR INFLUENCING OPINIONS-

1. If the meeting was prior arranged the agenda could be framed beforehand.

2. sales division would be ready to collect information about clients’ needs, budget and requirements
thus increasing the prospects for conversion of deal.

3. Technical details would be shared with CIO or respective person thus explaining even minute details
about product and how it can be benefit Quick and Reilly.

4. Classification of influencers, deciders, purchasers etc. can be arranged before meeting hence targeting specific
personnel.

5. Knowing your product and customizing it according to needs of customers and giving demonstration could
provide an edge.
 Q3. How should Carman qualify the prospect? Should he ask, “What’s your budget?” Should he
suppress his curiosity and leave it to the prospect to bring up information about the size and timing of the
opportunity? If he asks for information, how will he use it?
Ans- At this point Carman had to qualify the project based on three things to qualify the project,
1) He had to prove to them that he had a superior product.
2) Siebel System would collaborate with them to make sure the product worked.
3) He had to send them the right and efficient executives for the software to run flawlessly.

No he should not suppress his curiosity and ask about the details of the project as he needs to prepare his
company and the resources for running the CRM software but he should not the ask about the revenue this new
opportunity would generate to his company Siebel System.
If the asks the information and even gets it firsthand then he might just be able to use this information to
analyses any flaws into their software and run it efficiently and make the CRM software custom made for their
client according to their requirement and deliver what he promised that his product is better than its competitors.
Q4. Evaluate Carman’s interactions with the customers up to this point. Is he doing a good job? How
effective is Siebel Systems’ approach?
Ans- Carman’s interaction up to this point was quite good for the company to land the project.
They met in a software development fare, they spoke about their past working experiences as Carman
worked in a broking agency and the executives who worked with Quick and Reilly worked for Bradley Partners,
a small software company. I can conclude from this that Cathy Raily who Was telling Carman about the system
the want to partner on was not an unknowledgeable customer and Carman had to offer her the best to gain the
revenue from this project. This project was worth millions and it could be very effective for Seibel Systems
revenue as till date whenever they partnered in a project they would just get only 17% of what the customer
paid for the CRM software which they built with their sweat and blood.
They are focusing not only sales of the software they are also helping them with the installation of the
software, educating them about the features of software and promising after sales services plus they are
ensuring the customer derives the all benefits out of the system.
Q5. What does each party want to accomplish? What does each party bring to the potential relationship?
What does each party give to other? what does each party expect to get from other?
Ans- Each party want to accomplish cost reduction for their software’s so that they can achieve high revenue,
customer loyalty, customer retention, and even employee satisfaction.
In order for a potential relationship each party realized to maintain a continuous dialog with their
customers, regardless of how or when the interactions.
Each party used to give only the software components rather than implementation services, hardware and
software.
Each party expect to get 100% customer satisfaction before and after sales.
Q6. What would you have done in each person’s shoes?

Ans- Competitive markets enable existing players to extract the best possible creativity and innovate something
great. If I were in the shoes of SIEBEL SYSTEMS, I would have definitely tried to give 100% satisfaction rather
than 98% and moreover if mu firm would have been able to achieve 400% growth rate in 3 years, it would mean the
company’s methodology for gathering information and prioritize their needs and should be improved to obtain the
best results out of it.
If I would have been in his shoes I would have definitely tried to analyze the lack of technology, knowledge
backing the market share and would have definitely worked upon.
1. Focusing go to market strategy
2. Analyzing the strategy used by my competitors
3. Best in class service and great product thus providing more value to the company.

In terms of Siebel’s I would learn how to measure up the customer’s expectations and from the client’s point of
view I would learn that how to measure my obtained value from both the products; one of Siebel’s and other of its
competitor.

7. What was Tom Siebel’s vision for his farm? What do you think of that vision?
Ans- Tom Siebel had two goals one is to build a high technology CRM which will satisfy customers and build a
company with enduring value. Tom Siebel achieve that his company’s 98 percent customer like and they want
to repurchase. By 2001 Siebel system has achieved
significant CRM market leadership by focusing on products driven solely by customer needs. His company
having grown nearly 400% from1997 to 2000. Customer also like their after sales services and customers are
loyal to his company because of their product quality.
 Consumer’s expectations to be measured easily.
 The company should be feasible enough to take immediate action.
 Ethics is above financial gain
 To be Respectful for the company’s values and consistent optimism.
 His company would uphold the traditional values and commitment to make the customers successful.
 To make sure that customers are benefitted from using their product.
8. What was the Siebel’s target accounts selling (TAS)? Does Carman used the TAS process as he
starts to chase the quick and reality transaction?
Ans- Seibel's Target Account Selling (TAS) is a process and a multistep approach to build a sales strategy.
a) Assess the opportunity-

* There is an opportunity worth 2 million to sell to Q&R.

*Our company will offer end to end CRM solutions.

*We are having more than 200 products which can be customized as per customer needs.

* The plan is having potential and will give good amount of profit.

b) Define the competitive strategy-

* Sales pitch is the most important part of developing competitive strategy.

*Sales pitch is to be developed by understanding the needs of the customer.

c) Develop the relationship strategy-

*Cathey Ridhey with other executives can be the influencers.

*They can build long term relationship with Q&R.

d) Turn ideas into action-

*Siebel is leading the CRM industry.

* Collects the information of the prospect.

* Understanding customer needs and improving sales pitch.

*Seibel project is about providing core value to customer and also providing customized product.

e) Test and improve the plan- Seibel follows the following steps to meet customer expectations-

* Understanding the plan

*Testing the plan

* Improving the plan.