Chapters Capital Enhances Client Acquisition with Salesforce and Futureform
Introduction
Chapters Capital, a specialist M&A intermediary, focuses on deal origination and acquisitions within the Wealth Management sector. By offering a personalised, professional approach, Chapters Capital helps businesses identify and execute the right buy-and-sell opportunities in a dynamic market. To streamline processes and gain real-time insights into multiple client journeys, Chapters Capital sought a centralised CRM solution that could enhance visibility and collaboration.
We spoke with Simon Bourke, Managing Director, about Chapters Capital’s decision to adopt Salesforce to manage their business and improve workflows.
Key Benefits
- Enhanced Visibility: Sales Cloud provides centralised visibility across multiple pipelines.
- Faster Implementation: Futureform’s Private Equity template reduced deployment time by 70%.
- Improved Collaboration: The Salesforce solution fosters deal collaboration across the sales team.
Centralising Business and Workflows
Founded four years ago, Chapters Capital initially operated with simple, individual workflows. However, as the team expanded, the need for a centralised system became apparent.
“As the team was expanding, we needed a central point where we could manage our business and workflows,” says Simon Bourke. “We wanted a solution that would allow us to collaborate as a team, store data, track progress daily, analyse performance, and refine our approach.”
After evaluating various CRM platforms, Simon chose Salesforce for its customisability and scalability, ensuring the platform could adapt alongside the company’s evolving needs.
Implementing Futureform’s Private Equity Template
Chapters Capital required a Salesforce implementation partner who understood the intricacies of their market. Futureform was introduced to the team as a Salesforce specialist with ready-to-customise industry templates. Leveraging Futureform’s Private Equity Template as a foundation, the solution was tailored specifically to Chapters Capital’s M&A business requirements, expediting the implementation process.
“Futureform understood what we needed and why we needed it. The Private Equity template was a great foundation, and we’ve adapted it over time to suit our needs and deal cycle,” Simon explains. “Working with the team has been great—they’re knowledgeable and easy to work with.”
Futureform also customised segmentation parameters, allowing Chapters Capital to track key metrics like region and revenue, which provided more granular insights into their pipeline health.
Understanding Deal Flow and Client Acquisition
With Salesforce, Chapters Capital gained greater visibility across their two main pipelines: deal origination and acquisition. With deal cycles that often range from six to twelve months, real-time tracking was essential to keep processes on track.
Using Sales Cloud, Chapters Capital can:
- Track meetings, calls, emails, and activity levels with Einstein Activity Capture.
- Monitor the number of buyers, opportunities, and deal stages.
- Centralise sales notes, pricing, and feedback for efficient collaboration.
- Generate reports to track sales activity across all stages.
- Manage acquisition opportunities, rolling up values from opportunity to product.
“Salesforce gives us a clear picture of what’s going on with our deals,” Simon explains. “We can stay focused on our day-to-day tasks and understand which clients we need to prioritise.”
Future-Proofing in 2024
Looking forward, Chapters Capital plans to expand their use of Salesforce, with Account Engagement as a focal point. This feature will support client engagement, prospecting, and marketing efforts for upcoming events.
“It’s a buoyant market, and we’re a young business, so we have big plans,” says Simon. “However, our key focus for 2024 is client delivery, ensuring that clients receive the best possible outcome by choosing to work with us.”