Salesforce – Customer Success Story

Making events bigger and better in style

Launched in 2013 with just one London venue, Camm & Hooper now works with six iconic buildings across the capital. And it’s just added Battersea Power Station’s new event space to its books when it opens in 2021.

But while demand has grown, the company struggled with a lengthy sales process, siloed data, and a lack of visibility of its teams’ performance across the company. “Our previous system was sluggish with lots of duplicated data entry, which was crazy,” admitted Hart.

By automating its entire sales and marketing process with Salesforce and IT partner Nebula Consulting in 2016, revenue has grown by 64%, while the sales team’s enquiry handling efficiency has increased by 63%. Nebula continues to come up with new ideas to help refine the Salesforce platform, making core processes quicker and slicker.

Simplifying bookings with better diary management

New leads come from the website, the sales team, and third-part event agencies. With Salesforce, website enquiries captured in Pardot as leads are converted into opportunities – and there are currently a whopping 1,600 a month. Bookings are made via the App Exchange app Booker25, which then diarises event details. All reservations are linked to the company calendar in Salesforce, and the team can then click on a tab to start a quote. “Booker25 has changed everything – it solved my scheduling issues and has given me complete visibility of our bookings,” said Hart.

To handle the large volume of leads, Einstein helps the sales team keep on top of the most promising opportunities with prompts to pick up the phone or follow up on an email at the right time. 

Smarter processes increase efficiency

As the 12-strong sales team and six planners can be working remotely at different venues, Salesforce dashboards help them to co-ordinate projects; managers get an update on conversion rates and volumes of enquiries, while the Talkdesk app monitors call data to identify opportunities for individuals to increase productivity.

“I love the overview dashboard as I can see revenue performance and the volume of leads in real-time,” said Hart. “I can also generate a report on anything I want to know more about in less than five minutes.”

With Sales Cloud, the team is now handling 140 enquiries each a month – up from 90 – and have seen a 55% increase in efficiency. Sales are up 10% on 2018, and conversion rates have increased by 15%. “As we’ve decreased the input time for opportunities, our sales team can handle more enquiries much faster,” Hart said.

Creating professional-looking quotes quickly and easily

Creating quotes used to involve manual processes and estimated budgets, but with Salesforce CPQ, clients get a faster response and Camm & Hooper can set budgets based on real data. Instead of waiting four hours for a hand-typed proposal, a more tailored proposal is shared with a customer in less than an hour. The eight-page PDF is beautifully designed and complete with images, floor plans, food, drink, and the location, as well as pricing.

CPQ simplifies the quoting process, as the team can choose from a number of dropdown options for venue, room, timeslot, and estimated profit margin for example. Discounts are tiered based on the lead time between the booking and event, and the solution ensures that the customer’s booking will still be profitable for the company when the discount is applied. It also makes it easier to work out profit margins on multi-day events.

Once the quote is accepted, it’s converted into a DocuSign contract in just 30 seconds. “As soon as we started using CPQ we saved 40 hours a week across the company,” said Hart. “We’re making massive efficiency savings as well as ensuring quotes are consistent and profitable.” 

Better collaboration will streamline planning and improve forecasting

Camm & Hooper is also set to transform the way it collaborates across the team and with clients when it rolls out Quip in 2020. Shared documents will track the agenda and log customer’s food and drink preferences, and this data will feed into Salesforce to help with forecasting when it comes to ordering popular food items for example, and to create more informed marketing campaigns.

“We’re really excited about Quip as it’ll help our planning team to be more efficient,” explained Hart. “Clients will be able to tell us what they want directly in Quip, which should save us a huge amount of time spent sending emails and re-entering that data.” Hart estimates that even if half of clients engage in Quip, it could cut planning hours by 50%.

Innovation drives company growth

Camm & Hooper is continuously looking for new ways to make its business even smarter and faster, and soon plans to offer online booking and payment, making it quicker and easier to hire smaller rooms. It is also looking for new venues to add to its growing portfolio as it scales.

“We’re way ahead of the competition, but our business wouldn’t be such a success without Salesforce. From marketing to event planning, we’re making smarter, data-driven decisions,” concluded Hart. “Salesforce has completely changed the way we work. Now we’re on the path to realising our vision to be bigger and better than ever before.”

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