SecureWorks Protects Its Growth: The Internet Security Company Employs a Scalable CRM System to Handle Its Growth
Bailor, Coreen, CRM Magazine
As an Internet security startup in 1999 SecureWorks relied on homegrown tools comprising an open source database and Web applications that it wrote to access that database. The company handled loads of its customer relationship undertakings off-the-cuff in the beginning, but as interest in the Internet steadily increased, so did the market's demand for the company's security services.
According to Craig Bray, director of operations for SecureWorks, the company sought to automate the entire customer life cycle, including lead generation, marketing programs, sales forecasting, and sales process management. "We have a security operations center where security analysts respond not only to clients' requests, but to an event that happened from things that we monitor. So, we needed a ticketing system and we needed something to service the needs of our sales and marketing team," he says.
But a chunk of its ability to deliver topnotch security levels relies on using iSensor, an information security device that runs an internal firewall, a monitoring system, a proprietary intrusion prevention system, and a remote configuration and management system. To ensure that its staff was armed with customer history, including data registered from iSensors installed at customer locations, SecureWorks needed a solution compatible with its existing technology, while outfitted with an open architecture.
Working with Red Clay Consulting SecureWorks installed the Pivotal CRM software suite. By implementing the solution the company can automate its entire business cycle, can craft targeted cross- and upsell campaigns that it can offer to the appropriate customers at the proper time, and can track which marketing campaigns are successful. "We're able to modulate the amount of times you're going to a cross-sell opportunity so we don't ... saturate them with opportunities, but we're able to start talking to them about cross sell when we determine the right business time to do it," Bray says. In fact, according to Marilynn Mobley, vice president of client advocacy, the tool allows the company to identify customers that meet the criteria for cross-sell opportunities and for how long. …