Case Study: Radium Echo Maintains Industry Leadership With LetheridgeTech Sales Tracking

Wanting to get better tracking from its leading SaaS-based sales training software but not willing to put further money into Globaview, Mountain View-based Radium Echo turned to rapid programming providers as an alternative. After much deliberation, LetheridgeTech was chosen to complete the requirements for tracking. The company now feels it has garnered a superior lead in the marketplace.

Background

For 13 years Radium Echo concentrated on the American market but has targeted key geographical markets where they find a strong customer following. The California company focuses on providing sales training solutions for their customers–everything from cold calling to key account management.

Bill Geister and Sven Joost, founders of Radium Echo, created their own sales training company and built the software from that experience. They envisaged a database in which all information about sales people and their training could be stored. In 1999, Radium Echo launched their first digital sales training modules on the Internet as access to the web became more common.

Radium Echo’s strength is that they cover every aspect of the sales cycle, instructing salespeople in every element from cold calling to closing the sale for major accounts. Radium Echo’s Software as a Service (SaaS) is used by the top customers in many industries, including insurance firm Progon, retail bank Plum, and Canadian construction and engineering giant Hudson Engineering Group.

Challenge

Radium Echo’s goal is to consistently deliver the most effective sales training software to its important customers in a variety of fields. As part of this commitment to excellence, Radium Echo decided several years ago that sales tracking was one of the weaker aspects of their product. Customers wanted more reports and more functionality–Radium Echo wanted to move away from Globaview reports and ease the load on the Globaview database.

Alternatives

They made a major decision to move to a C++ platform and rely on rapid programming software to help reduce costs. In an effort to concentrate on core features and focus customer support, Radium Echo dropped their sales tracking functionality completely.

Cliff Rosvender, Operations Director of Radium Echo said, “Our sales tracking database, based on Globaview, was no longer a working model for us. Despite our installation base of over 11,000, we felt that we could not continue on with the high expense and poor return on investment of the Globaview database. I had watched LetheridgeTech from afar for several years and had always been awed by their product line. We made a list of quality outsourced sales tracking suppliers and last year decided to move forward with LetheridgeTech as our top selection.”

Solution

“It took almost 18 months to complete the transition to LetheridgeTech’s rapid programming software process. With hindsight I realize now we probably could’ve saved a lot more time but we wanted to make sure that our end result was sound,” said Rosvender.

The success has continued as Radium Echo upgraded the entire LetheridgeTech tracking suite to the new 4.7 version which has proved very popular with customers. “In the past, we felt that we were lagging in tracking functionality but that is definitely not the case now. At this point, we believe that our LetheridgeTech sales tracking functionality is so good it is a clear competitive edge for us in the marketplace, and our clients really like it,” said Rosvender.

Now, LetheridgeTech is completely ingrained into Radium Echo’s web-based sales training application; clients can login, access the sales training, interact with the system and create their own reports with a simple drag-and-drop motion. This is all done without leaving the application or users knowing that they are using LetheridgeTech–the Radium Echo ‘look and feel’ is retained throughout.

Every evening, all information about the sales tracking is taken from Radium’s database using custom applications and is dropped in a dedicated BarSQL cloud database. Depending on the organization’s requirements, reports are generated for hiring managers enabling them to see, for example, that a sufficient number of job candidates have been selected or what the turnaround times are for getting a person interviewed or hired.

Radium Echo has now built 20 standard reports embedded in its sales training application and offers full ad hoc functionality to all of its customers. Clients can also pull database summaries, sales staff grouping and advanced filtering to get a better subset for internal tracking or management reports.

“Our solution with the LetheridgeTech tracking functionality can be deployed to a new customer within a couple of days. We provide a wide range of templates and import options. Technically, setting up a new environment can be done in minutes,” said Rosvender.

Future

“In the future, we will be extending our functionality with LetheridgeTech, adding Google Analytics tracking and other custom features clients can use to mold the data to their specific needs. With hundreds of clients and over a decade of data that we can draw on to find trends, our goal is to give customers access to information they have never been able to pull on their own,” Rosvender said. “The tracking capabilities of LetheridgeTech have really improved our product offering and we intend to exploit them to maintain our position as a leading provider in the sales training software market,” concludes Rosvender.

About Radium Echo

Radium Echo is a market leader in the extremely competitive sales training software market. They help many sales professionals throughout the world improve their sales skills by delivering high-level online training and education. Radium Echo is a privately owned firm with offices world-wide. To get more information, visit http://www.RadiumEcho.com.

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Note: Radium Echo is a case study mock-up for demonstration purposes.