As ShoreTel continues to grow, we have larger customers. Larger businesses are often multi-national, and are more likely to have multi-sites even if they are 100 percent domestic. Having these larger businesses as our customers is a positive affirmation that our marketing and branding efforts are paying off.

In fact, over 10 percent of our customer base are companies with 250 employees or more. A number of these customers are in the services, manufacturing, finance/insurance/real estate and wholesale sectors. To give you a sense of scale, there are currently over 65,000 businesses in America in this segment.

When we start thinking about these companies not as merely a single entity, but as a collection of different locations, buildings and groups of affiliated companies, it becomes clear that there are huge opportunities for us to cross-sell our products.

Take for example, Dover Corporation. They are a diversified company that is global and has many separate companies across different industry verticals. We are already doing business with Dover Corporation, across some of its companies in the manufacturing and wholesale verticals. These sites that are using our product already have first-hand knowledge of their great experiences with ShoreTel.

The question is, why isn’t the entire Dover Corporation using the ShoreTel solution, and how can we make that happen?

If a sister company is having great experiences with a product, would that not be a fantastic endorsement to the rest of the family that perhaps, they too, should consider it? In reality, Dover Corporation is an example of a partially penetrated customer.

Identifying and knowing the remaining opportunities (ie. the sister companies) should be the next logical step. There is already a relationship in place. Therefore, it is up to us to spread the benefits of Brilliant Simplicity to the other sister companies of our existing customer base.

Digital transformation has become a top initiative for business and IT leaders. In today’s business world, sustainable market leadership is no longer based solely on which company has the best products or even the best people. Instead, organizations that are agile and can quickly adapt to rapidly evolving market trends will become market leaders.

Andrew Lee

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