B2B CRM for IT solutions distributor: how ITPOD automated partner sales
Updated at: 18 February 2025
ITPOD, an international IT equipment distributor and manufacturer of its own line of servers and storage systems, automated its commercial and marketing processes with SimpleOne B2B CRM. The project affected more than 20 employees of the company and over 100 partners in 4 countries.
About ITPOD
ITPOD is a distributor of IT solutions, supplying both its own solutions for building IT infrastructure and those created in cooperation with technology partners.
Now ITPOD has more than 150 partners and 1500 deals with large B2B clients, as well as its own technical laboratory for performance testing and compatibility testing of hardware and software products. The transaction cycle for selling IT solutions takes from 3 to 12 months, which requires careful planning and control.
The equipment offered by ITPOD has been time and industry proven in data centers around the world, including Tier III facilities. In addition to organizing the delivery of IT solutions, ITPOD specialists undertake maintenance of both new equipment and equipment from legacy vendors.
Why CRM was needed
The old system used in the company did not satisfy all of ITPOD's sales automation needs:
¨NBSP;
It lacked functionality, so time-consuming enhancements were required;
due to enhancements, the system lost performance and was less stable;
sales processes were poorly structured
;
there was no ability to analyze partner performance;
integration of sales with marketing was limited.
In order to build efficient business processes in sales, ITPOD decided to choose a new system.
## Solution selection
It was necessary to choose a solution that would cover all the main tasks of the company in terms of working with partner sales, analyzing deal data and marketing management. The company had a number of requirements for the new system:
- Specialization of the system on consultative sales in the B2B segment;
- Low-code/no-code technologies for quick functionality enhancements and customization of the system to meet the company's needs;
- Performance and stability;
- Opportunities for integration of sales with corporate marketing;
- Full-fledged analytics and data visualization;
- Tools for managing certification of specialists, partners and clients.
The company considered the largest players in the market of CRM automation systems for B2B and as a result settled on SimpleOne B2B CRM - a Russian solution that provides comprehensive support for all business processes related to transaction management and marketing. This solution helped the company not only to increase the volume of partner sales, but also to significantly improve the efficiency of marketing activities.
## SimpleOne B2B CRM
The B2B CRM product is developed on the basis of SimpleOne low-code platform, which allows to quickly implement modifications for customer processes, and the functionality of the system is designed specifically for the B2B segment, so that managers have the opportunity to work in CRM in accordance with the methodologies of complex sales.
SimpleOne B2B CRM has enabled the automation of ITPOD's critical business processes:
**Partner Sales**:
- Managing partner funnels and programs.
- Registration and support of deals through partners.
**Analytics**:
- Rapid generation of reports and interactive dashboards.
**Marketing**:
- Content analytics and its impact on deals.
- Automate the transfer of feedback to adjust marketing strategies.
**Content creation and utilization**:
- Automatically deliver relevant content to sales managers in the context of a specific deal.
- Analyze content effectiveness and collect feedback.
#### "For a CRM to be really user-friendly, you need it to be easily customizable. There are different tasks, so sometimes there is a need to add a new field to the card, which will be seamlessly synchronized with the rest of the data. Customizing the required fields in SimpleOne CRM can be done in just a couple of days - you don't need to rewrite the code for a long time and don't need to involve developers, you can do everything yourself"
Alexei Lyubimov
Commercial Director of ITPOD
## CRM implementation (project progress)
ITPOD started using SimpleOne B2B CRM in May 2023 - implementation took 2 weeks, full migration of data from the previous system was realized, including more than 3200 records of clients and transactions. The short timeframe was met due to the fact that the boxed CRM has most of the required functionality.
## Result: +80% to the volume of partner sales
After a year of use, ITPOD notes the positive effect of working in SimpleOne B2B CRM:
Indicator
Change
Deal registration time
From 3 working days to 1 working day
Partner satisfaction index
+43%
Partner sales volume
+80%
Number of registered projects
+50%
Project discount approval time
From 2 working days to 1 day
Effectiveness of marketing campaigns (ROI)
+35%
## Outlook
ITPOD anticipates the release of SimpleOne's new enhanced vendor product, the VCSM (Vendor Customer Service Management) solution, which will fully automate partner sales. The system will integrate not only marketing and sales processes, but also end-customer support processes.
With the help of VCSM, the vendor will receive complete information about its products and installations, and partners will be able to see information about customers. The solution will allow to further automate interaction with partners and get more data about product customers.
