Company: ADTRAN, Inc., Huntsville, AL
Entry Submitted By: OutCast Communications
Company Description: ADTRAN, Inc. is a leading global provider of networking and communications equipment with an innovative portfolio of more than 1,700 solutions for use in the last mile of today’s telecommunications networks. ADTRAN solutions are currently in use by every major U.S. service provider and many global ones, as well as by thousands of public, private and governmental organizations worldwide.
Nomination Category: Sales Achievement Categories
Nomination Sub Category: CRM Implementation & User Adoption Program of the Year

Nomination Title: ADTRAN's Implementation of salesforce.com's Sales Cloud

Tell the story about how your organization implemented and/or promoted user adoption of your CRM program since the beginning of July last year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

- 25% increase in partner recruitment
- 4% increase in sales of growth products in reseller channel YOY (end of Q3)
- 90% login rate into Salesforce CRM and the Sales Cloud for new sales team
- 1600-opportunity pipeline rolled out in only 3 days
- More than 100% increase in lead gen funnel during first 7 days of Q4 2009
(compared to lead gen funnel for entire Q3 reporting period)

As the market changed, flexibility and efficiency were crucial to ADTRAN’s
business.; Sales teams needed to adapt quickly to new products and territory
re-alignments and execute efficient partner management.; Via salesforce.com’s
Sales Cloud and customized business applications from salesforce.com’s
AppExchange, ADTRAN adapted its processes with ease.;

ADTRAN made short work of partner management with the Sales Cloud, which sales
used to track all certified partners and manage partner levels and
specialization requirements, both tied to pricing levels.; By offering reliable
and immediate access to information necessary to properly manage partners, the
Sales Cloud also allowed ADTRAN to engage partners in days versus weeks.; This
yielded a 25% increase in partner recruitment and a 4% increase in sales of
growth products in ADTRAN’s reseller channel year-over-year (as of the end of Q3).

Thanks to automated e-mail notifications easily configured in the Sales Cloud,
ADTRAN sales and executive management remained in the know about details
required to make informed and efficient business decisions -- everything from
deal wins/losses to contract changes.; Long e-mail trails that had previously
been necessary to approve new partner contracts became a thing of the past.
Further streamlining things, ADTRAN’s implementation of EchoSign, an application
purchased from the AppExchange, made the entire partner contract process 100%
electronic.

ADTRAN’s telesales agents relied on the Sales Cloud for all recruitment and
partner-enablement tracking.; The outside sales team used Salesforce CRM’s
mobile application and Outlook integration to access information for their
entire territory at any time. The sales team as a whole had previously been
resistant to new sales technology, finding most cumbersome and difficult to
implement.; Instead, updates were provided via e-mail and Excel, although
incorporating new users as the team grew was clunky.; The ease-of-use and
flexibility of the Sales Cloud had the team singing a different tune about
electronic CRM.; Within the past year, ADTRAN added a new sales team to their
Sales Cloud user base and have seen a login rate of 90% since implementation.
Further, these users were added and a 1600-opportunity pipeline rolled out in
only three days thanks to the flexibility of salesforce.com and the
administration functionality of DemandTools, another AppExchange application.
The success of this deployment is currently being replicated across ADTRAN’s
international sales team.

In late September, ADTRAN implemented a new leads management process that added
telesales qualification and lead nurturing components to leads management in the
Sales Cloud.; They have already seen in excess of 100% increase in the lead gen
funnel during the first 7 days of Q4 2009 in comparison to the lead gen funnel
for Q3.;

List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

September 9, 2009
“Verizon Biz takes BEST VoIP to Europe, Taps ADTRAN”
http://ip-pbx.tmcnet.com/topics/ip-pbx/articles/63896-verizon-biz-takes-best-voip-europe-taps-adtran.htm

This story is designed to underscore the scope of ADTRAN's customer base.

August 25, 2009
“ADTRAN Wins SMB Networking Hardware Company of the Year in Everything Channel's
2009 Annual Report Card” (press release)
http://www.adtran.com/web/page/portal/Adtran/wp_newsroom_newsreleases

August 11, 2009
“ADTRAN Named As One of Everything Channel's 10 Most Strategic Networking
Vendors” (press release)
http://www.adtran.com/web/page/portal/Adtran/wp_newsroom_newsreleases
;
These two releases are designed to underscore the strength of ADTRAN's channel.

July 14, 2009
“ADTRAN, Inc. Reports Results for Second Quarter 2009 and Declares Quarterly
Cash Dividend” (press release)
http://www.adtran.com/web/page/portal/Adtran/wp_newsroom_newsreleases

This release is designed to show ADTRAN's corporate traction.

Provide a brief (up to 100 words) biography about the leader(s) of the nominated sales organization:

ADTRAN, a leading global provider of networking and communications equipment,
offers more than 1,700 solutions used by every major U.S. service provider and
many global ones, as well as by thousands of public, private and governmental
organizations worldwide.

As a Business Systems Analyst at ADTRAN, Jennifer Mullins is responsible for
supporting the operations of ADTRAN’s channel, telesales, carrier and territory
sales teams, which are altogether comprised of 85 people and utilize 150
Salesforce licenses.; Before joining ADTRAN, Jennifer was a Professional
Services Consultant at LexisNexis Interface Software and a CRM Administrator at
Bullivant, Houser, Bailey, PC, a business and complex litigation law firm.; She
holds a degree from Auburn University in Management Information Systems.