Bertram Capital Taps Salesforce to Drive Relationship and Deal Management

“Salesforce.com has proven it can address the needs of the financial industry. Its solution has provided us the right tools to track our deal flow and manage our intermediary relationships.”


Challenge
  • Bertram Capital--a private equity firm with $350 million of capital under management targeting buyout and growth equity investments in lower middle market companies-- required a CRM solution to manage its robust deal pipeline and to track interactions with intermediaries.
  • The speed and responsiveness of a prior system proved sub-par. 
  • Bertram Capital found that few offerings could address its need for a flexible system with reliable remote access capability and customizable reporting.

Solution
  • In evaluating Salesforce, Bertram Capital found the software-as-a-service solution addressed the needs of its industry and offered an attractive value proposition.
  • The company deployed Salesforce Enterprise Edition to its business development and investment professionals. 
  • Bertram Capital built workflow to manage its deal evaluation and tracking —r eplicating former business processes within Salesforce for a seamless transition.
  • Salesforce serves as a central repository for notes, financial metrics, documents, client interactions, and non-disclosure agreements.
  • Managers run weekly Salesforce reports to assess the status of deals and for pipeline visibility.
  • Bertram Capital built a custom “Companies” tab to hold records for different types of companies such as intermediaries, deal companies, and service providers. Customized screens dictate what types of information must be filled out.
  • Bertram Capital downloaded and installed several AppExchange applications including: ExactTarget to manage its email campaigns, Anagram to quickly capture new contacts into Salesforce and AppExchange app FTP Attachments for document storage.

Results
  • Salesforce consolidates Bertram Capital’s relationship management under one umbrella solution, enabling all users to access and leverage the same information.
  • Because Salesforce is delivered as a service, Bertram Capital can eliminate the need for infrastructure investment, software maintenance, and complex coding.
  • By consolidating information and streamlining processes, the company saves time and increases productivity.
  • Compared to Bertram Capital’s previous on-premise system, Salesforce’s ease-of-use encourages user adoption.
 
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