Driving OTT Sales Efficiency with SugarCRM Implementation

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Headquarters

  • India

Business Size

  • SME

Industry

  • Media, Entertainment, OTT

Technologies

The Client

The company is one of India’s leading media brands, operating on broadcast and OTT platforms. The sales team managing platform deals needed a system to track leads, partners, licensing deals, and renewals more accurately.

Challenges Faced

  • Exiting tools for sales tracking lacked flexibility and visibility.  
  • Leads and deals were tracked in separate Excel sheets.  
  • There was no workflow for onboarding partners.  
  • Licensing terms were difficult to trace.  
  • Renewals did not trigger automatic notifications.  
  • There was no integration with email or calendar tools.  
  • The sales pipeline was unclear across different regions.  
  • There was no centralized place for important deal documents.  
  • There were no reminders for inactive deals.  
  • Sales leaders did not have access to real-time performance data.  
  • Manual reporting took up significant time.

Ambit’s Solution

Ambit implemented SugarCRM tailored to the sales processes of the OTT platform. It included: 

  • Customized lead and opportunity tracking module for media sales.  
  • Automated workflows for onboarding partners and advertisers.  
  • Digital repository for contracts and deal documents.  
  • Integrated email using Sugar Connect.  
  • Automated renewal notifications and reminders.  
  • Mobile-friendly access for sales representatives.  
  • Interactive reporting dashboards for sales by region, representative, and product.  
  • A custom approval flow for high-value and key deals.  
  • User-specific and customized task boards and alerts.  
  • Automated weekly reporting for top leadership.

Results Achieved

The implementation improved visibility and discipline within the OTT sales team.  

  • There was a 30% increase in deal closure rates.  
  • Partner onboarding and renewals became faster.  
  • Real-time sales tracking enhanced planning.  
  • Collaboration improved between sales and legal teams.  
  • Sales reporting time decreased by 60%.

Conclusion

With Ambit’s timely and strategic SugarCRM deployment, the company streamlined its sales processes. This brought teams together and boosted performance through actionable data and automation.