Soundtrack Your Brand was founded in collaboration with Spotify 2013, and since then we have built a world-leading platform for companies to play music in commercial and public environments. The market for background music is hardly neglected. Many hotels, restaurants and stores still play music from CDs and USB sticks. Soundtrack Your Brands streaming service allows companies to fine-tune their audio environments based on time, location and environment. Customers include everything from small shops and cafes to big chains like Espresso House, SATS and Gina Tricot. The product is fully licensed for use in commercial environments and we provide accurate data so that the right music creator gets paid properly.
What kind of challenges did you experience before implementing Sugar?
Hannah Meiton, VP Growth, began in Aug 2015 in a brand new role with the goal of finding scalable ways for the company to grow. It was decided that the first step would be to gather all data and to provide local sales managers around the world with the tools needed for them to perform based on a proposed strategy. We wanted to find a homogeneous way of working. We had a CRM system that some colleagues had previously bought “from the shelf”. Since this not had been implemented and adapted the sales-reps ended up working in different excel sheets.
What actions did you take?
The first challenge was to understand how the sales-reps worked. We gathered in teams and drew up a flowchart and different work processes plus that we added a layer of how we would like the processes to look like.
Then we made a procurement and did a lot of research. I, Hannah, have a lot of experience working in another big CRM system and was positively asked for it. The question was whether a small company, SYB, was ready for such a large system that requires a lot of customization and jobs to be maintained and also quite expensive.
We talked to many experts, and in the end, we felt that SugarCRM had taken a big step towards delivering a strong CRM system that could grow with the company and also be able to meet the goals of a large organization. The system we chose would be scalable even when we are a much larger company. We want to be able to maintain and adapt it without a lot of consultants. We found that Sugar was very easy to customize even for those who can not code etc.
During this selection process, we also found that we are curious and technically skilled in the organization. But the implementation and everything around this was the hardest part where we realized that we needed a technical expert and someone to “keep in hand”. Then we found Lodon and gained access to the strong technical skills. We want to do a large part of the job ourselves and therefore wanted to be very involved in the entire implementation to learn about the system to avoid becoming a customer in the future and being more independent.
Describe the goal objectives with the investment?
The CRM system would be the only truth. All data could be downloaded from it. If the data was not there, it wasnt anywhere.. We really wanted all sales-reps to work in the system so we have been hard at getting the new way of working. Many of the sales-reps had not previously worked with a CRM system so it was a lot of work to get the them to realize the benefits of that system, not having the feeling that it gave more work. 90% currently work in the system. The CEO has underlined the importance of adopting the CRM system and that all reporting should come from there.
What is the biggest difference you have observed when comparing before and after implementation?
The biggest difference is that all data is collected, we can utilize all incoming leads in another way and work a lot with having a single way of looking at data and these processes ie that an active customer means one and the same thing for everyone within the organization. Transparency is one of the company’s keywords and the CRM system has really helped with this in terms of sales figures.
How have you experienced the cooperation with Lodon?
We love Lodon, it’s absolutely amazing what good cooperation this has been and still is. We are difficult as a customer because we have high standards and work fast, but our contacts, Joakim and André, have been very patient, enthusiastic and made every effort to make it easier for us. It has meant a lot to us and it has meant that we have worked together… Lodon has made the whole experience of implementing Sugar a positive experience. Lodon’s creative thinking and ability to find workarounds suit us with a rather untraditional work method.
I have only positive words to say about this cooperation. Even though we sit on either side of the country, it has worked well through the chat function, Slack, and it’s always straight and fast, which we really appreciate. We have learned to become a better client and I have felt very involved and have really learned a lot of new things along the way. Now we will go ahead and start building more automated flows especially post-sales process. Time to take our Sugar from good to great!
How does Spotify for Business work?
Spotify for Business is a streaming service that companies can subscribe to, licensed for commercial and public environments. It adapts to your wishes. Plan as a pro. Schedule your playlists to suit different times of the day.
An account. Many users. Choose yourself who will be administrators for your account.
Completed playlists. Our soundtracks are week-long playlists, created by some of the world’s most music-savvy people. Soundtracks extend beyond traditional music genres and are updated with new music every month.
Drag and drop. Use drag and drop to easily import your playlists from Spotify to Spotify Business.
Family-friendly music. With a simple touch of a button, you can filter out songs with so-called “explicit lyrics”.
Crossfade. Prevent silence between songs by tapping crossfade for smooth transitions.
Bandwidth limit. Determine how much bandwidth may be used.
Get an overview. Spotify for Business makes it easy to play music in many places with full control.
The value of music
If you use music in a thoughtful way, it can have a huge and concrete value. One of the reasons we started started Soundtrack Your Brand is our firm belief that music is an underused but powerful tool for companies to convey a story about their brands, and also to affect actual behavior and ultimately drive sales.
What can music mean for a brand?
Actually, it is quite simple. If you play the right music in, for example, a store context, customers stay longer, they buy more and employees enjoy their lives better. But it’s so easy to sneak into hard values like sales. Basically, music is soul and emotion, and affects both our emotions and behaviors – something that has been shown countless times by researchers and academics. If a brand strives to convey a story and create an experience, if they strive to convey this experience effectively, the brand must touch all the senses. Music, in this context, is one of the most powerful and flexible tools for shaping this experience.
We have actually begun to investigate in detail what music can lead to in terms of concrete things like sales and well-being among employees of our customers, and begins to bring in very interesting results. Last year we did a smaller study with the Swedish clothing brand GANT, which showed that the right music allowed customers to stay longer and buy more. We have broadened our research effort greatly and will have very exciting things to tell later in the fall!
Hannah Meiton, VP Growth
Tools: Sugar Enterprise, Act-On, MuleESB