Centra Software

Integrated Marketing Communication

Johyson ThekkethalaRajat ChopraRiju Siddiquie

Sudhanshu Kumar

Company overview and Products• Pioneer in “eLearning” and “eMeeting” Products

• Industry structure included • Content Providers• Delivery Platforms• LMS (Learning Management Systems)

• Centra Products • eMeeting• Conference• Symposium

Value PropositionCriteria Business Objective Benefits of Centra ProductsCost Savings What are the current training costs?

How can these be managed better using eLearning

Save in travel, salary opportunity cost and overhead expenses. Cover costs of product in under a year

Quality How are your training options meeting the client expectations. Improvements in quality can help improve profits, market share and reputation

Consistent quality of products which are divided into three categories as per the needs of the customer

Service How does training respond to client needs?

Complete training anytime, anywhere. Up skilling can take place immediately. Access new and remote markets

Speed How fast you can change your strategy to meet new challenges?How fast can you offer new training products to meet this demand?

Compress time to introduce new products.The faster time to market helps build competitive advantage.

Go to Market Strategy• Market Segmentation

• Global 2000 corporations• Mid Sized firms• Small firms

• Distribution• Field Sales – Mainly for global 2000 corporations• Telesales – Introduced in Sep 2000 to broaden market coverage• Alliance Partners

• Infrastructure Partners• System Integrator Partners• LMS vendor Partners

Telesales or Field SalesEmployees Commission

per employeeNo of Deals per employee

Revenue per employee

Field Sales 25 $46,250 1.72 $217,600

Telesales 2 $24,000 18 $231,500

Centra Income Statement% of sales(2000)

YOY growth(1999 - 2000)

Sales 167%

COGS 16% 117%

SG&A 119% 162%

Other operating expense

4% 28%

Product channel combinationProduct % of sales

revenueSuggested sales channels

Emeeting 2.5% Telesales

Conference 15% Telesales, Field sales

Symposium 65% All channels

Reed and Lesser DisputeLesser Reed• Choice to sales force on dissemination/new account•Telesales for under 200mn USD customers•Field sales for Global 2000

• Need targets for penetration and dissemination• Sales to Global 2000 only•Aggressive on dissemination•Telesales – primary penetration tool

Hybrid Model• Telesales kicks in the beginning to understand the pulse of

the customer• Field sales can be part of the telesales team and the reps

can be termed as ‘Client Executives’• Use more of field sales for Enterprise Accounts• Telesales can be linked with online support team• We propose the teams be divided for dissemination

purpose and acquiring of new customers.• The dissemination team reps can be called ‘Client

Managers’ and would do customer adoption, up selling and renewals.