How Cloud Is Changing Traditional CRM

by Wrik Sen    Jul 13, 2016

Ajay Chauhan

From being known as a database, CRM is now a more intelligent, robust, intuitive, and analytics productivity tool, with its core in overall efficiency. With cloud technology entering this space, there is all the more scope for value addition, making Salezshark stand out from competition. 

The idea to create Salezshark had come to Chauhan, when during his own research, he found that the current market’s real requirement and availability did not meet, thus leaving a large gap. With business needs changing, operations being innovated and cost structures changing, there is a demand for CRM processes to change, no matter how small or big the business. From recommending whom to sell to, the software tools of Salezshark help buyers determine when best to sell and how to sell in order to churn out the most for marketing investments. In an interview with CXO Today, Ajay Chauhan, the Founder of Salezshark explains why traditional CRM, as we know it, is changing.

Can you describe in brief what Salezshark does?

Let’s start with giving a background of how Salezshark was started. This is actually my second venture. My first venture started in sales and marketing. We found there was a huge gap in what people needed in terms of productivity tools in sales and marketing automation and what is available in the market right now. So we started working on the idea that rather than providing mundane CRM apps we thought why don’t we build something which is robust and intelligent and revolve around analytics on who sales professionals should be selling to and when they should sell. So keeping these things in mind we built complete sales and marketing automation tools. On top of that we have built a very strong recommendation engine which works on predictive analysis and the other is relationship intelligence.   

What is Salezshark doing to differentiate itself from competitors?

Three things. One is we have built a very unified system. So if you look at the different tools available in the market, I am talking about the large ones, for every module you have to pay extra where, if you want lead management or marketing module, for every service one has to pay extra. What we have done is a create a unified product which has all these extra features and one does not have to pay an additional amount for them. Our aim is to offer premium services at affordable prices, quite contrary to other players in the market. SalezShark is apt for businesses who aim to streamline their processes, and want to spend maximum time in selling, rather than aggregating things spread in a haywire manner.

Our other major differentiator is the predictive analysis, the relationship intelligence and the recommendation engine which gives us an edge over the competition. Our USP lies in the creation of compelling factors for sales people, giving them a reason to love their CRM platform. The platform fetches customer intelligence – likes, dislikes, preferences, workplace etc., in front of the user, within just a few seconds. This not only encourages the sales professional to customize his sales pitches but motivates him to really understand the need of his customer, leading to a higher number of positive results. 

What are the latest trends you have noticed in customer relationship management?

CRM is changing more to analytic based sales. Previously CRM was more of manual record keeping, now the trend is shifting towards analytics, automation and detailed information into customer behavior and patterns. For example, if I have sent an email to you, earlier the priority was to identify if the email has been read or not, now the system can identify how much time you have spent on reading that email which gives us an insight into your interest pattern. 

What are the specific challenges you have seen in this industry and what is the scope for growth?

The biggest challenge that I see is that CRM itself is one of the most abused term which is used globally. What we are trying to do is differentiate ourselves and position ourselves as a customer intelligence platform which builds a 360-degree view of customers to help sales people drive better engagement and higher conversion.

As far as growth is concerned, it has been very organic so far. What we are doing going forward is approaching larger audiences in the market. So far we have over 75 clients and we are looking at increasing this number aggressively to 200 by the end of the year.