Caplin Systems Ltd. provides unique technology that enables banks to deliver trading services to their clients’ screens. Given the complex nature of its web-based product, and the competitive nature of the financial industry, Caplin Systems relies on forging strong relationships with financial institutions in order to close deals.
As Caplin Systems looked to expand its marketing team and its marketing initiatives, it soon found these initiatives required a change to its CRM system. Jennifer Maitland, marketing operations manager at Caplin Systems, was brought on as part of the new marketing team and recalls the state of its previous CRM system, Salesforce.com. “When I came here we were using Salesforce.com, but it was only supporting about 50 percent of the sales activities that were happening,” Maitland notes.
“The system could not support some of the marketing activities we wanted to do, and we needed something a little lower cost, and more customizable. We also wanted to know that the system could expand to support our growth.”