ITGLOBAL.COM corporate sales automation with SimpleOne B2B CRM

Updated at: 18 February 2025

ITGLOBAL.COM, a cloud provider, integrator and IT service provider, has implemented SimpleOne's Russian B2B CRM to automate corporate sales with a long transaction cycle.

About the customer

ITGLOBAL.COM is a cloud provider, integrator, supplier of IT services, products and services, developer of own software products. The company has been creating cloud IT infrastructure and managing IT services for more than 15 years. The company's data centers are located in 10 countries. ITGLOBAL.COM operates on the B2B market with a long transaction cycle.

About the solution

SimpleOne B2B CRM is a Russian corporate CRM system designed to optimize and manage corporate sales and marketing in the B2B segment. The system, created taking into account global practices and focused on enterprise-level companies, allows automating B2B sales processes with a long transaction cycle.

## Project prerequisites

![Предпосылки проекта: Отсутствие CRM инструментов для корпоративных продаж и маркетинга, Недостаточная производительность и кастомизация используемой CRM, Отсутствие интеграции с ITSM-системой]( =742x212)

ITGLOBAL.COM has been using Bitrix24 as a CRM system for a long time. However, over time, the company needed a solution focused on the specifics of B2B sales with a long transaction cycle. Trained in the techniques of large and complex sales, employees needed tools for their practical application: working with the long transaction cycle, supporting the techniques of consultative sales and qualification of interests, working with pains and selection criteria.

"Over 15 years of work in the B2B market, we have tested many CRM systems, both Russian and foreign vendors. Most of them were not suitable for our tasks in large corporate sales. The solutions did not take into account the length and complexity of the B2B deal cycle. Universal CRMs did not provide the proper level of support for the methods we train our managers in. All of this limited conversion rates and sales quality.
Vasily Belov,
Executive Director of ITGLOBALCOM

An additional task was to integrate the new CRM system with the already used ITSM system SimpleOne for a seamless transition of potential customers from the commercial department to the support service. In addition, ITGLOBAL.COM sought to reduce the cost of constant revisions to the CRM in use and increase the speed of implementing changes to the system.

Customer challenges

¨NBSP;

Trained in the techniques of great sales, the company's employees could not fully apply their knowledge in practice.
The existing system did not provide the necessary tools for working with long transaction cycle, qualification of customer interest, etc.;

There was no required support for B2B sales methods, such as principles of evidence-based management, methods of searching for customer "pains" and working with selection criteria;

Customization and adjustment of the current system for specific business processes of the company was difficult.
The system did not provide sufficient flexibility in terms of adaptation to business needs;

System improvements required significant financial investments and time resources. Implementation of changes often stretched for several months.

ITGLOBAL.COM was faced with the question of the need to switch to a new CRM-system to solve these problems.

Choosing a solution

Цели проекта: Сохранение текущих автоматизированных процессов и удобства использования, Сокращение циклов сделки и времени адаптации новых сотрудников, Интеграция отдела маркетинга в процессы продаж

The ITGLOBAL.COM team formulated the following list of requirements for the new CRM-system:

Domestic development, included in the register of Russian software.
Vendor provides technical support and prompt updates;

Providing functionality not inferior to the current system;

Support of B2B sales methods and tools:
long transaction cycle, partner sales, proof management;

Tight integration of marketing and sales with the ability to generate and track content inside the sales funnel, as well as evaluate the effectiveness of marketing campaigns;

Flexible access rights differentiation capabilities for employees of different departments and sales areas;

CRM performance and stability, which are important for companies with a large flow of leads and deals;

Flexible customization and adaptation of CRM to the company's business processes, as well as operational improvements without loss of productivity;

Ability to integrate with the company's existing ITSM-system SimpleOne.

ITGLOBAL.COM chose SimpleOne B2B CRM because its functionality best meets the company's objectives and requirements for consultative sales management. B2B CRM is developed on the same platform as the ITSM system, which was already actively used in ITGLOBAL.COM, and has become an addition to the company's internal digital ecosystem.

Stages of implementation

Gathering and analyzing requirements. Current business processes were studied in detail and the wishes of employees for the functionality of the new CRM were taken into account.
Data preparation for further migration was carried out;

Implementation and data migration. The system was installed and configured, basic functionality necessary for the work of sales and marketing departments was implemented. Integration with the existing ITSM-system was carried out.
Data migration from Bitrix24 (2500+ leads, 5000+ transactions, 12000+ companies, 20000+ contacts);

Adaptation of the system to business needs. Access rights of employees were configured, business processes were finalized to meet the specifics of ITGLOBAL.COM, and fields and stages of the sales funnel were adapted.

"In a short period of time we managed to completely replace the previous solution and migrate a large amount of data, which allowed us to avoid a hit to sales during the time of adaptation to the new system. The functionality of SimpleOne B2B CRM allows us to effectively manage the entire cycle of large consultative sales and improve marketing strategies. This has had a positive impact on conversion rates"
Vadim Politov,
ITGLOBALCOM Service Development Manager

## System components

1. **Sales management:** work with customer cards, customization of funnel stages and automation of the sales process, tools for lead qualification, registration of stages and progress on transactions, use of different stages and stages within the funnel, the ability to work with selection criteria and "pains" of the client, segmentation and differentiation of the client base, accounting of requests and full history of interaction with clients, formation of commercial offers and registration of their statuses, creation and tracking of contracts; 2. **Marketing management:** segmentation of contacts for targeted mailings, tools for lead generation, organization and analysis of the effectiveness of marketing campaigns through various channels, integration of marketing into the stages of the sales funnel, opportunities for generation and distribution of marketing content; 3. **Customer experience management:** knowledge base, standard cases and scenarios of work with the client, reference and case management, training and certification of employees; 4. **Analytics and reporting:** reports on the sales funnel and conversion, analyzing the effectiveness of advertising campaigns, monitoring the work of departments, identifying the causes of customer churn and incomplete transactions, reporting to management; 5. **Integrations with existing systems:** ITSM-system, SharePoint.

## Project results

Implementation of SimpleOne B2B CRM in ITGLOBAL.COM brought the following results:

¨NBSP;

Full migration of master data from Bitrix24 system (25000+ leads, 5000+ deals, 12000+ companies, 20000+ contacts) was carried out;

The system was implemented in the company's offices in Moscow and St. Petersburg.
It is actively used by more than 50 sales employees;

Integration with ITSM SimpleOne and creation of IT-ecosystem based on solutions of a single vendor were performed;

Average time of CRM revision and implementation of changes was reduced from two months to four days;

The number of incidents after making changes to the system decreased three times;

The speed of searching and processing data on customers and transactions increased;

Positive feedback from employees about the convenience of working in the new CRM.

In addition, the implementation of SimpleOne B2B CRM allowed ITGLOBAL.COM to reach qualitatively new indicators of business efficiency:

Indicator	Before	After implementation of SimpleOne B2B CRM
Sales cycle duration	180 days	150 days
Conversion of leads into deals	10%	15%
Customer acquisition cost (CAC)	$4 000	$3 200
Average deal size	$50 000	$60 000
Quality, availability and speed of data collection on the client and their company*	30 minutes	2 minutes

*Measured by time spent accessing and structuring transaction data

"ITGLOBAL.COM has been in the cloud and integrator business for over fifteen years, focusing on the best solutions and global best practices. The same approach was applied in building the sales system - the methodology of selling complex products in combination with building an effective content marketing strategy was chosen as a reference point. Within the framework of the CRM-system implementation project, ITGLOBAL.COM colleagues proved to be experienced and qualified customers, which allowed them to get a convenient sales management tool covering all their needs"
Sergei Chukanov,
CEO of SimpleOne

## Prospects

The SimpleOne team promptly responds to all requests for system development from the customer. In particular, the work on implementation of modules based on artificial intelligence into CRM is underway.

AI-ecosystem Ainergy on SimpleOne platform is responsible for B2B CRM development in this direction. This is an end-to-end set of solutions for automating various business processes using AI capabilities.

A vivid example of application of Ainergy technologies is automation of marketing content creation. In addition, work is now actively underway to implement speech recognition and data mining of call records, voice and text messages by the corresponding fields of customer cards and transactions. All this will allow managers to save time on routine operations and improve the quality of data in the CRM system.

It is also planned to add functionality to the system to support international sales using different currencies - to expand the company's activities to foreign markets.

ITGLOBAL.COM is fully satisfied with the results of cooperation with SimpleOne and intends to continue infrastructure development using their software solutions.