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Trampoline launches SONAR CRM

By Charles Armstrong | Wednesday, May 26th, 2010

Today I’m excited to announce the arrival of Trampoline Systems’ new baby, SONAR CRM. This is the culmination of a four year journey which began in 2006 with our original vision for SONAR. It marks an important milestone for Trampoline and an entirely new paradigm for customer relationship management.

Ever since the launch of Siebel’s “Sales information System” in 1994 businesses have deployed CRM platforms in an effort to increase the effectiveness of their sales operations and their ability to forecast next quarter’s revenue. To attain these benefits they needed everyone in the sales team to be dilligent about keeping the system up to date with their contacts and activity. Unfortunately human nature has often proven recalcitrant and many businesses have failed to achieve the results they hoped for.

CRM systems have continued to improve. They’ve moved to the cloud, been integrated with other programs and wired into social networks. But the paradigm of manual form-filling has remained unchanged. Until today, that is.

SONAR CRM is a social analytic technology designed to run alongside an existing CRM solution. It works by analysing patterns of electronic communications using data from corporate email servers, directories, CRM platforms and other sources. When you make a new contact SONAR CRM automatically picks it up. There’s no need to manually record activity. SONAR CRM does that automatically. It also tracks the symmetry, strength and responsiveness of each interaction. For business to business accounts SONAR CRM brings even greater benefits. It automatically identifies decision makers and works out the best way to reach them. It analyses the structure of the account and highlights deal-losing weaknesses and failure points. It helps turn borderline deals into wins.

SONAR has always been renowned for its sophisticated visualisations and they’re a central part of SONAR CRM, helping make sense of complex accounts. But now they’re accompanied by powerful tabular and chart reporting so users can get the insight they need in whichever form is most appropriate. We’ve also streamlined deployment and maintenance by providing SONAR CRM as a cloud app with user and admin interfaces accessed through a secure website. To integrate with email and CRM systems running internally customers simply install the lightweight SONAR Connector inside their firewall which extracts the relevant information, strongly encrypts it and passes it on to the main server for analysis.

Over the last six months we’ve been piloting SONAR CRM with some big-name customers and the results have been phenomenal. Using SONAR CRM customers have increased their pool of known prospects by more than 400% compared to existing CRM data.

Today we’ve added details of SONAR CRM to the website and there’s more coming in the weeks ahead. In the meantime if you’d like to know more please get in touch. If you’re on Twitter you can also follow @tramp0 for updates.

This entry was posted on Wednesday, May 26th, 2010 at 7:37 pm and is filed under Organisations & Technology, SONAR, Trampo news. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.