New Software Service Keeps Partners In Mind

CRM solution providers that want a piece of the attention focused on Salesforce.com but are worried about building a business on onetime referral fees have a new hosted CRM service to consider. Officially launching its U.S. operations on Tuesday, Malaysia-based Entellium will sell its software-as-service offering exclusively through the channel.

"We won't sell directly. Period," said Paul Johnston, Entellium's chairman, president and CEO. "Every dollar we collect means money down the line for a partner."

Launched in 2000, Entellium's key customers include Honda Motors, Telus Communications, Standard Charter Bank and Pan Pacific Hotels. The company has established its U.S. headquarters in Seattle and is opening sales offices in Montvale, N.J.; Austin, Texas; and Phoenix.

Entellium's Three-Tier Partner Network>> Strategic Alliance Partners: Can private-label or OEM Entellium's software; and provide the first level of technical support. >> Resellers And Systems Integrators: Provision the software and configure customers' workflow. >> Marketing Partners: Online companies that refer customers to Entellium or its channel.

Entellium wants to initially recruit 35 VARs in the regions surrounding its four U.S. offices. The company has already signed up three partners in the Seattle area, including Lyon Technical Services, which provides IT outsourcing, computer support and system integration for SMBs, Johnston said.

"When we came across Entellium, it seemed a good fit for our clients who want full-fledged CRM but don't have the funds," said Shawn Martin, Lyon's vice president of sales and marketing. "It's a better price than Salesforce.com and a lot more attractive for us %85 because of the attractive margins. With Entellium, we get an ongoing revenue stream for the life of the contract, which is a lot better than a onetime hit."

The software is comprised of three modules focused on sales automation, customer care and marketing that can be subscribed to individually. The modules all feature more advanced workflow capabilities than typically are found in CRM applications, enabling customers to craft business processes to mirror fairly sophisticated requirements, Johnston said.

With the eSalesForce module, customers can track both recurring and nonrecurring revenue, making the software appropriate for handling relationships with partners and customers. Other features include realtime reporting and analytics and voice-recognition capabilities that allow telephones to be used to update and retrieve sales-related information.

The eCustomerCare module also takes advantage of voice-recognition technology to allow end-user customers to call in services incidents. Additional features include online chat and the ability to route service requests to specific customer representatives.

Customers can use the eMarketing module to plan and track marketing campaigns. The module offers computer telephony integration to identify callers via on-screen pop-ups.

Pricing depends on the number of modules per user. A two-module subscription, for example, costs $59 per month per user. Three modules cost $67 per month per user. Customers can give users only those modules they need, unlike with Salesforce.com, which requires every user to have its full suite, at $125 per month, if one user needs it.

Entellium is recruiting three kinds of partners, Johnston said. The first level encompasses Strategic Alliance Partners, which can private-label or OEM Entellium's software. Partners in this category are expected to provide their own first-tier technical support, can integrate their software with Entellium's and receive a high level of revenue from Entellium.

Resellers and systems integrators, which receive an average 35 percent margin for the lifetime of a customer's contract, make up the second level. Such partners can provision the software and configure customer workflows. "Partners receive monthly dependable income,plus they can continue to charge for training, premium-level support for customizing workflows and for application integration," Johnston said.

Solution providers at the second level say they appreciate Entellium's support.

"With other vendors you might find your name on their Web site, and you never hear 'boo' from them," Martin said. "These guys actively work for us [and] put technical people at our disposal."

Entellium's third category is made up of online partners looking to extend their own portals with additional hosted services. They receive referral fees for sending business to Entellium or its partners.