Lyonsdown Media Group produces specialized magazine supplements and needed a new CRM system to better manage client data and marketing campaigns. They selected Workbooks over Salesforce due to its campaign management functionality. Workbooks customized the system for Lyonsdown and migrated their client data. Lyonsdown staff then received training on the new system and are now able to more effectively organize campaigns and track their progress, leading to increased sales. The Managing Director is pleased with their selection of Workbooks and believes it will help drive their business forward.

1. A WORKBOOKS OnLInE CASE STUDY
Lyonsdown Media Group
About Lyonsdown Media Group supplement topics and to build sales
campaigns around this. Two years ago
Lyonsdown Media Group produces high the Lyonsdown sales team started to
quality, special interest supplements use Salesforce Group Edition to help
which are distributed through many achieve this aim. It quickly became
of the UK’s major newspaper and apparent that the tool didn’t provide
magazine brands, including the the functionality that Lyonsdown need
Guardian, The Economist, The Telegraph and the salespeople started to develop
and The Spectator. Established in their own ways of running campaigns
2005 by Bradley Scheffer, the company using different combinations of
is highly respected in the business Salesforce, Excel spreadsheets and
publishing world and counts many Outlook. These disparate working styles
blue-chip organisations among its resulted in incomplete and/or duplicate
client base. data being stored on Salesforce
and made it impossible to track the
Each supplement is focused on a progress of campaigns or to analyse
sponsorship client’s target audience, success factors.
the issues they want to communicate
and the products they want to promote. To address these problems, Lyonsdown
Topics are wide-ranging and include: considered upgrading their Salesforce
Business Skills; Cosmetic Treatment; subscription and decided to take the
Digital Signage; Environmental Issues; opportunity to investigate alternative
Offshoring and Technology. suppliers too, including Workbooks.
Bradley Scheffer, Lyonsdown’s
Managing Director said “The fact that
Inconsistent data Workbooks CRM includes campaign
management was an immediate plus
A key aspect of Lyonsdown’s success point and this, combined with how
is the ability to segment their target easy the Workbooks interface was for
market based on their contacts’ us to understand, made us keen to
expressed interest in specific learn more.”

2. ‟
‛‛
Customised configuration
Workbooks ticked all our
Once the configuration was agreed,
boxes, offering a customised
Workbooks carried out the migration
solution at the right price,
of Lyonsdown’s data from Salesforce
with training and support to
″
– importing more than 19,000
ensure the implementation
organisation records and 11,000
went smoothly
people records. The migration was
run twice – first into a test database
so that Lyonsdown could verify that
the data they expected to see was
Understanding needs still available to them and the second
time into the ‘live’ database. As part
Before the purchase was agreed, of the migration process, Workbooks
the Workbooks team spent time cleaned up the data and removed
with members of the Lyonsdown many duplicate records. The migration
management, sales and technical staff was timed to take place over just one
to gain a good understanding of the working day to minimise any data loss
way people operated and of their future and allow Lyonsdown to start using
requirements. This enabled Workbooks Workbooks with no down time.
to demonstrate a configured system
to Lyonsdown that would allow them to A key component of the implementation
capture all the information they required was training the sales team to use
whilst remaining a quick and easy the database effectively, enabling
system to learn and use. This included them to organise their daily schedules
a comprehensive way of managing and prioritise their activities. This
campaigns so that sales of advertising consistency of approach allows them
space in specific supplements can to develop best practice techniques for
be targeted to prospects who have running campaigns effectively, resulting
already shown an interest in that topic. in increased sales levels and better
“Workbooks ticked all our boxes,” monitoring of campaign progress.
commented Bradley Scheffer, “offering Training took place whilst the data
a customised solution at the right price, migration was underway so by the
with training and support to ensure the next day, all users were in a position
implementation went smoothly.” to get started with the new system
immediately.
‟
‛‛
“We’re really pleased with our selection
of Workbooks; the product looks great,
We’re really pleased with our
meets our functional needs and the
selection of Workbooks; the
support we’ve received has been first
product looks great, meets
class. We’re looking forward to driving
our functional needs and the
our business ahead using Workbooks
support we’ve received has
and I’m confident that it will make
been first class. We’re looking
running our campaigns much more
forward to driving our business
effective”, concluded Bradley.
ahead using Workbooks and
I’m confident that it will make
″
running our campaigns much
more effective
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