Our Mission and Vision

Founded in 1996, SKURA has grown into a well recognized and respected international company with satisfied customers in 78 countries around the world. Customers include, but are not limited to: GlaxoSmithKline, Allergan, Novo Nordisk, Biogen Idec, Honeywell, Abbott, Urgo Laboratories, Daiichi-Sankyo, Ping, Mazda, and many more. These customers have all benefited from SKURA’s unique value proposition by deploying our market leading sales enablement solution.

SKURA was built on the idea that current selling systems are fundamentally broken. Billions of dollars are spent every year on 'Selling Technology', yet many companies still struggle to engage their customers when the actual selling occurs.

This led Chris Skura and Jeff Wessinger to create a vision for Sales Enablement that started with the customer and worked backwards. The goal was to create a new selling system; one that would consistently deliver the most effective message in any given situation. Digital content that is not only personalized for a given customer, but recommended based on patterns identified from other like customer interactions.

We are on a mission to change the perception of every Sales Rep in the world from that of a "walking billboard" to that of a "trusted concierge".

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The Rest of the Story

Raise your hand if you would like more sales (OK, pretty cheesy, I guess that applies to almost every company unless you're in mining or named Comcast). Maybe raise your hand if you have made a recent investment in CRM. Yup lots there ☺

Put up your hand if you like being "sold" something? There probably aren't many hands up (except for my grandmother, god bless her ☺). Most consumers today know more about a product than the sales professional. They don't want to be "sold" they want to be "served". Sales professionals can no longer be the "feature pusher" and must find a way to transition to "valued advisor". To do so properly starts with the customer themselves.

Now put your hand up if your sales force has access to the latest content from marketing and is always using the pieces most relevant to each customer. Not many hands up there either. If you aren't impacting the sales conversation with CRM, then what was the point in the first place? There is a reason that the massive investments in CRM have failed to deliver an ROI and sales reps view them as an administrative burden. It's because CRM still doesn't solve the fundamental problem of "what exactly do I show this customer".

So Now What?

Our plan to solve this problem is pretty simple

  • Step step - Take your digital sales content and make it available in one place
  • Step step - Enable your messengers to identify who they are speaking to and what they are looking for
  • Step step - Recommend content based on who and what
  • Step step - Track EVERYTHING that happens
  • Step step - Create Predictive Models to help marketers create better content and better guidance for your messengers
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What Gives? Isn't This Already Happening?

If this concept is so easy, why aren't more companies doing it?

The market vendors have created confusion around the problem. Anything not already labeled CRM, Content Management or Marketing Automation is now Sales Enablement. Companies attempting to solve the fundamental Content-Customer problem for sales can end up down many different paths. Some of the more common pitfalls are:

  1. Hire advertising agencies build fancy standalone content applications. Deploying these is like throwing out your anchor before it's tied to the boat.
  2. Custom Build Solutions - This is great if you need three year-old technology. It's not so good in a rapidly maturing market. Sales Enablement is a hot market that is evolving quickly. Waste 12-months on a custom build and you will be 12 months further behind when you're done.
  3. Ignore tracking and analytics. Would you build a website today without tracking? Is this really any different?
  4. Fail to keep content updated. The average content cliff across industries is 55 days. Your utilization will always trend towards zero if you don't refresh your material.

Now put your hand up if your sales force has access to the latest content from marketing and is always using the pieces most relevant to each customer. Not many hands up there either. If you aren't impacting the sales conversation with CRM, then what was the point in the first place? There is a reason that the massive investments in CRM have failed to deliver an ROI and sales reps view them as an administrative burden. It's because CRM still doesn't solve the fundamental problem of "what exactly do I show this customer".

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Sales Enablement Success Series

Chapter #1 of our Sales Enablement Success Series is available NOW!

Sales is not a fixed science. Developing a skill-set to keep up with today's empowered buyer is essential to a sales team's success.

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Guest Blogger

Peter Ostrow


Peter Ostrow – Vice President And Research Group Director
21st Century Selling Comes of Age
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U.S.A

485B Route 1 South Suite 300

Iselin, NJ 08830

Tel: 1.732.750.2901

Fax: 1.732.750.7990

sales@skura.com
Canada

1405 North Service Road East

Oakville, Ontario L6H 1A7

TF: 1.866.722.2040

Tel: 1.905.845.8668

sales@skura.com