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    B2B - Group8 - Centra Software

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    Sabyasachi Sahu
    Centra Software sells e-meeting, conference, and symposium products. Its tele sales team is more productive but has a lower conversion rate than field sales. The document analyzes how to optimize sales efforts between the two teams. It recommends penetrating new clients through tele sales and disseminating within existing clients through field sales. This balances higher productivity with better conversion rates. The document also suggests cultivating product endorsers and partnerships to generate more leads and increase sales.

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    B2B - Group8 - Centra Software

    Uploaded by

    Sabyasachi Sahu
    127 views3 pages
    Centra Software sells e-meeting, conference, and symposium products. Its tele sales team is more productive but has a lower conversion rate than field sales. The document analyzes how to optimize sales efforts between the two teams. It recommends penetrating new clients through tele sales and disseminating within existing clients through field sales. This balances higher productivity with better conversion rates. The document also suggests cultivating product endorsers and partnerships to generate more leads and increase sales.

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    B2B_Group8_Centra Software.docx

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    Centra Software sells e-meeting, conference, and symposium products. Its tele sales team is more productive but has a lower conversion rate than field sales. The document analyzes how to optimize sales efforts between the two teams. It recommends penetrating new clients through tele sales and disseminating within existing clients through field sales. This balances higher productivity with better conversion rates. The document also suggests cultivating product endorsers and partnerships to generate more leads and increase sales.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    127 views3 pages

    B2B - Group8 - Centra Software

    Uploaded by

    Sabyasachi Sahu
    Centra Software sells e-meeting, conference, and symposium products. Its tele sales team is more productive but has a lower conversion rate than field sales. The document analyzes how to optimize sales efforts between the two teams. It recommends penetrating new clients through tele sales and disseminating within existing clients through field sales. This balances higher productivity with better conversion rates. The document also suggests cultivating product endorsers and partnerships to generate more leads and increase sales.

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    © All Rights Reserved
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    You are on page 1of 3

    Sabyasachi Sahu (1501100) Pradeep Meena (1501090)

    Aniket Phadnis (1501068) Saurabh Bose (1501103)


    Kaushik Nath (1501082)
    Group-8 Centra Software
    Nature of product: Critical Facilitating good (cost-wise)
    Sales Revenue: $ 23 mn (2000) and $50 mn (2001) est.
    58% CAGR in synchronous learning market to overall size of $17bn by 2004
    Avg. Revenue per customer = $ 52272
    Main questions:
    1. How to integrate salesforce of field sales and tele sales based on their
    productivity and conversion rate?
    2. How should Centra software distribute each of its products, without
    underselling?
    3. What market should Centra software concentrate upon and what products
    should it sell in these markets?
    Field Sales vs Tele Sales Productivity

    # Quarterly Salary Qtrly Productiv Deals/ Conversio


    Employe and Revenu ity employ n rate
    es commission/empl e ee
    oyee
    Fiel 25 $ 46250 $54400 4.70 1.72 12
    d 00
    Sale
    s
    Tele 2 $ 24000 $46300 9.65 18 6%
    Sale 0
    s

    Product Classification and Type of Salesforce required:

    Product % of Nature of product Suggested sales channels


    sales features
    revenue
    E-meeting 3% Less features (stripped Telesales
    vsn.)
    Conferenc 19% Medium features Telesales and Field Sales
    e
    Symposiu 80% All features Telesales,Field &
    m Enterprise Sales
    *Repeat customers not taken into account

    Reed Lesser
    Disseminate within the client to each penetrate across clients: Increase 10%
    and every operating unit of global 2000 cos
    Consolidate and defend Centra S/ws Expand Centra Softwares turf
    turf
    Sales to only Global 2000 Telesales for under $200mn customers
    Risks associated with:

    Penetration and then Disseminate Dissemination first


    Higher customer acquisition cost and Making one client key client and thus
    Sabyasachi Sahu (1501100) Pradeep Meena (1501090)
    Aniket Phadnis (1501068) Saurabh Bose (1501103)
    Kaushik Nath (1501082)
    Group-8 Centra Software
    pressure on bottom line because of associated risk of too much
    lower conversion ratio dependence on one client
    No consolidation No expansion and diversification

    Issues:
    1. Focus on tele-sales to fight Web-ex but, Web-ex focuses exclusively on e-
    meetings and e-meetings is Centra Softwares least revenue generating
    product
    2. Tele sales force has to log into database to check for the client belonging
    to field sales force
    3. 70% Response to RFP (Quote) does not get acted upon

    The Way Forward:


    1. Penetrate and then disseminate: Lower associated risks and also field
    sales contributing around 76% of $50 mn target whereas enterprise sales
    contribute only 12%.
    Also higher client coverage of the overall market pie.
    2. Tele-sales and Field-sales as one team: Based on productivity and
    conversion rate, Tele-sales(Productivity: 9.65 and conversion rate of 6%)
    must be used as to penetrate across clients and Field Sales
    (Productivity: 4.7 and conversion rate of 12%) must be used to close deals,
    with Field Sales being majorly responsible for Enterprise Sales
    3. Cultivate product endorsers in client companies and also through
    alliance partners, majorly Infrastructure providers like CISCO etc.
    4. Tele-sales must generate leads of Global 2000 and then work with field
    sales to sell the more revenue generating products rather than closing the
    deal by selling e-Meeting products
    5. JV or acquire LMS vendors so that compatibility with Centras products
    is done in-house and not be an added overhead
    6. More sales people to work with Infrastructure partners: working
    with their sales reps to get/convert more leads
    7. Follow up with clients through salesforce to give reasonable quotes
    (in tune with clients demand and budget with proper product-
    requirements fit) that have a higher % of getting acted upon

    Penetration Target:
    New Customers (20% increase over last year): 300 contributing around
    $15.68 mn
    Telesales: 60-70%
    Field Sales: 40-30%
    Sabyasachi Sahu (1501100) Pradeep Meena (1501090)
    Aniket Phadnis (1501068) Saurabh Bose (1501103)
    Kaushik Nath (1501082)
    Group-8 Centra Software
    Dissemination Target:
    Total of 650 customers (or operating units within a client) contributing to around
    $ 33 mn
    Telesales: 10-20%
    Field Sales: 80-90%

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