CUSTOMER STORIES

A 60% increase in customer engagement for Sify

Swapping out a clunky CRM that was creating missed opportunities, Sify implemented Freshsales and saw a quick 80% adoption rate by the sales team.

Blog
80%Adoption rate
60%Increase in customer engagement

“We needed a sales automation solution that would deliver on the scale, scope, and premise of our customers’ digital requirements. Freshsales is integral to our organization, not just a supporting force.”

Arun Rajamani
Arun RajamaniHead of Digital Sales

Business challenge

  • Customers wanted more digital options to interact with the company, which had a history of providing more traditional channels

  • A legacy CRM that required laborious manual processes and hindered reps’ ability to connect effectively with prospects in the digital space

Business outcome

  • A modern CRM with an intuitive interface, sales sequencing, reporting capabilities, and workflow automation features

  • Visibility into sales performance, velocity, and pipeline that has helped to accelerate sales cycles and deepen customer relationships

  • Freshworks solutions built on Freshworks’ Neo Platform, powered by AWS, provide a strong and scalable foundation for end-to-end cloud operations

Sify Technologies is a leading player in India's IT industry, with 2,500 employees.

INDUSTRY

Business services

REGION

India

PRODUCTS
FAVORITE FEATURES

For decades, Sify Technologies has been India’s go-to provider for businesses needing secure, high-speed networks, and traditionally they have signed up for these services through direct phone calls with sales representatives. But as the company’s customer base became more digitally savvy, their preferences shifted toward online interactions. 

With digital sales interactions beginning to eclipse traditional sales channels, Sify found itself underprepared for the growing demand for digital engagement. Its simplistic CRM was putting the sales experience and revenue at risk.

The tool used to manage new and existing customers had a clunky interface and lacked automation, resulting in poor data quality and weak customer engagement. Managing existing accounts with the CRM was time-consuming for reps and caused missed opportunities for expansion sales. Faced with the urgent need to adapt to prospects’ and customers’ online preferences, Sify had to quickly find a solution to stay competitive.

“We needed a sales automation solution that would deliver on the scale, scope, and premise of our customers’ digital requirements,” says Arun Rajamani, Sify’s head of digital sales.

To modernize its sales operations with a digital-first approach, Sify turned to Freshsales—Freshworks’ AI-powered sales CRM. With its advanced sales sequencing, workflow automation, and analytics, Freshsales has become the backbone of Sify’s digital sales operations. Sify has simplified account management, achieved a dramatic 60% boost in customer engagement, and accelerated the sales cycle, enabling Sify to close more deals faster.

The company

A Fortune 500 India company with a 25-year legacy, Sify Technologies is a leading player in India's IT industry, with about 2,500 employees. More than 10,000 organizations rely on Sify’s technology services—which include enterprise connectivity, managed cloud, and data center solutions—to keep their operations running smoothly.

The challenge

While Sify sold its IT solutions through various channels—including direct sales, reseller partners, and its website—the web soon became the preferred channel for buyers to engage with Sify’s sales team, marking a significant change in the company’s sales dynamics.

To address this shift, Sify’s sales team adopted a digital-first engagement model, covering every stage from lead generation to deal closure. However, Sify was held back by an outdated CRM solution that resulted in poor sales data quality, left sales reps bogged down by manual processes, and hindered reps’ ability to connect effectively with prospects in the digital space. 

Sify needed a scalable, user-friendly CRM that aligned with its digital sales model and prospects’ changing expectations. Since a substantial portion of Sify’s revenue comes from upselling, cross-selling, and add-ons sold to existing customers, Sify also needed a CRM system that could simplify account management and help nurture customers toward future sales.

The solution

After evaluating several CRM solutions, Sify chose Freshworks for its intuitive interface, sales sequencing, reporting capabilities, and workflow automation features. Following a rapid implementation, Freshsales’ user-friendly design helped Sify quickly achieve an 80% adoption rate among its digital sales team.

With Freshsales, built on Neo Platform and powered by AWS, Sify has automated and customized email nurturing, allowing targeted sequences for prospects based on industry or region. Sales sequencing also enables personalized communication and renewal offers to existing customers, strengthening customer relationships while improving retention and expansion revenue. “We are able to harness email engagement data to profile our audience and enhance niche marketing,” says Rajamani.

The robust reporting capabilities of Freshsales give Sify’s digital sales team detailed insights into sales performance through customizable reports and visual dashboards. This capability allows the team to track sales performance, velocity, and pipeline effectively. Intuitive sales activity management and rep-based pipeline views have also significantly improved data quality and adoption rates.

Additionally, Freshsales' workflow automation streamlines repetitive tasks in the sales cycle, freeing up sales reps to focus on selling. For example, leads showing product interest can automatically trigger an action, such as tagging customers into specific groups and assigning them to pre-sales experts for potential demos.

With Freshsales, insights have helped us realign priorities and foster growth. This has pushed our CRM closer to the center of our sales universe as buyers become digital-first in their brand interactions.

Arun Rajamani

Head of Digital Sales

Impact

Freshsales has enabled Sify’s digital sales team to accelerate the sales cycle, deepen customer relationships, and gain the insights needed to drive sales performance. With Freshsales, customer engagement levels surged from 50% to 80%, marking an impressive 60% improvement. 

This transformational CRM enabled Sify to gather valuable insights, prioritize sales efforts, and adapt to the rapidly changing digital-first market. “With Freshsales, insights have helped us realign priorities and foster growth. This has pushed our CRM closer to the center of our sales universe as buyers become digital-first in their brand interactions,” says Rajamani. 

Moreover, Rajamani says Freshsales has helped close the gaps between tactical and strategic sales goals, unifying efforts across the sales organization and driving overall growth. “Freshsales is integral to our organization, not just a supporting force,” he adds.

Now it’s your turn. Try Freshworks today.

14-day free trial. No credit card required. No strings attached.

Request demoStart free trial