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Salesoft

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Case Study – SaleSoft

Section C – Group 11

Consumer Behaviour
Section - C
Group – 11
Name
Aman Srivastava
Deepak Sudhakar
Krishna Bajaj
Prasanna Patange
Richa Singh
Saikiran Pollamarasetty
Vivek Gupta

PGP 2011-13

Roll Number
PGP2011532
PGP2011617
PGP2011696
PGP2011770
PGP2011823
PGP2011843
PGP2011944

Page 1

Case Study – SaleSoft

Section C – Group 11
EXECUTIVE SUMMARY

SaleSoft, Inc. is a 2 year old company in the Software Automation industry. It was founded by
Gregory Miller in 1993, who is the CEO. The company currently markets a product called PROCEED which is a Comprehensive Sales Automation System (CSAS). It integrates and automates various functions across the organization which helps in bringing down order cycle time and improving efficiency. However, the product is still incomplete and will take around 8 months and USD 1 million dollars to be completed. SaleSoft also recognizes that a portion of its consumer base wants a product that is based on the completed part of PROCEED (Sales System) but offers greater functionality (Sales Forecasting). This product, called Trojan Horse (TH), if developed will take 3 months and USD 200000 to be completed. It is much cheaper than PROCEED. However, SaleSoft doesn’t have the resources to either develop or market the 2 products simultaneously. Further, it has already spent a substantial amount of money on the development of PROCEED. But the sales of
PROCEED are not satisfactory and customers are demanding a complete product. SaleSoft now faces a dilemma whether to continue developing PROCEED or to switch over to TH.
While analysing the data, it was observed that the demand for TH was mainly from one of the decision making party, i.e., Sales VP, in the overall Buying Centre consisting of the CEO, CFO, VP
Marketing and Sales Reps. All the other parties seem to want a

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