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#1 CRM for IT companies? Jira use case at Deviniti sales department

Michał Żurkowski - 29 May 2017 - 0 comments

If you’re running a business, you’d probably agree with me – there’s never enough time to try a number of different customer relationship management solutions (CRMs) before implementing one. I have 10+ years of experience in business development, and I finally found the right CRM tool.

What’s the #1 CRM for us at Deviniti? There’s only one answer: Jira.

And trust us, we’re a bunch of business-oriented IT guys who never shy away from technological solutions that translate into real business results and boost organizational performance. Here’s how we decided to build our CRM in Jira – and why we never looked for a different solution once we got it running.

Step 1: We defined our expectations and pain points

It didn’t take a long time to collect insight about the requirements and needs of our company in terms of customer relationship management. We simply arranged a team meeting where everyone shared their thoughts about CRM and the kind of features that would be crucial for our organization. Since each of us had experience working with a different CRM and knew which features these solutions lacked, we compiled a list of essential functionalities that simply had to be part of our new CRM.

Here are the requirements we included in our list:

Assigning multiple sales processes to different people from the same company.

  • We sell many products, so it might happen that different salespeople reach out to the same customers simultaneously with different offers. That’s why we needed a tool that would enable our sales team to assign customers to particular users, and then create a history of communications carried out between us, with information about specific departments or branch directors. That feature was an obvious choice, but we were desperate to have it. And it should also be a critical reason to retire Excel as a repository of client data.

Easy communication with developers, directly through tickets.

  • In the experience of our team, many CRMs were created to support the management of the entire sales process that is run by sales representatives. But when it comes to selling professional services, hardly anyone from the sales department would able to conduct an insightful discussion with the customer about technical details. That’s why we needed our tool to include a communication system that would allow our sales reps to quickly get in touch with technical staff. In our current Jira-powered CRM, all reps need to do is include a “mention” option in the operating sales process to easily ask for a tip or valuation from our IT development team.

Smooth transfer of tickets between sales and IT development departments.

  • We’ve never seen that feature in any other CRM. At the very beginning, we tried several different CRMs, but none of these solutions allowed smooth communication options between different departments. That’s why it was really useful for us to transfer an issue automatically to the software used by developers. In many cases developers rely on specifications customers provide during sales negotiations. Since our IT team knows Jira like the back of their hand, they can easily find all that information in our CRM now. That makes our Jira-powered CRM a real DevOps solution.

Measurement of values on each level in the sales funnel.

  • One of the CRM options we considered included a dashboard of cohort analyses that allowed to view and monitor customer relationship data at each level in the sales funnel. Naturally, we wanted to implement that feature in our CRM! It helps to predict future sales or manage marketing actions on the basis of metrics like the number of leads and prospects. It also allows us to see where the sales funnel isn’t working and quickly repair it.

Flexible customer scoring, assigned to different sales process.

  • At Deviniti we run many sales process based on the number of services we provide and countries to which we sell. Each of these processes requires a separate scoring formula. That’s why we needed our CRM to give us flexibility in assigning that scoring.

Scaling ability, where the right security options are provided.

  • We’re growing at a fast pace, at least 50% a year. We hire more than 15 people every month and we need the same version of the CRM to be used in all the departments and branches. We wanted a CRM that would be easy to implement at a new department, based on the same configurable processes and the same customer bases – but, if necessary, with more demanding security options (for example, the option to hide specific processes between different branches).

Good pricing scheme, below several hundred dollars a month.

  • We’re business-oriented and always on a lookout for well-priced solutions that guarantee peak performance.

That’s why we chose Jira (and invested three days into configuring it)

I’m not going to hide that it was definitely much more difficult to realise how we want to configure a Jira instance to serve as a CRM, rather than to make it work as a system for us. I thought you might be interested in some of these configurations, so my colleague described the most important ones hereJira admins will be able to implement some of our Jira as CRM solutions on spot, but if you aren’t an advanced user, I invite you to get in touch with me.

If you’d like to know more about Jira as a CRM, don’t hesitate to leave me a comment here, drop me a note, or connect with me on LinkedIn – I’ll be happy to help you out.


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