Serex – Searing SRM into the CRM World

Serex was founded 23 years ago to help clients select, implement, deploy and effectively use CRM and marketing automation systems, something it still does to this day. However, a few years ago, during a routine meeting, a client asked if it had any systems to support buying because while it had its CRM and order management under control, and working like a fine-tuned oiled machine (their words, not Serex or SI’s), it’s Procurement organization was unable to keep up, and it was having to hire more and more buyers on a regular basis. Serex’s first response was, appropriately, why not use a social media platform to collect bids, and more specifically use a reverse auction and let the suppliers come to it? The answer Serex got was not the answer they expected — the organization had tried over a dozen auction platforms and not a single one met its need. Not one. (Sounds surprising, but when you consider the limitations of first generation auction platforms, it’s really not. And when you consider that marketing from these first generation platforms dominate the marketing airwaves, it would not be a surprise if only first generation platforms were tested.)

So Serex said that if they really wanted a useable solution that worked, they would build one, under an appropriate agreement. First of all, the solution would be designed under the guidance of the CPO, who had a lot of cross-vertical industry experience at Global 3000 companies. Secondly, the buying team would engage in regular review sessions, assist in UI design, and begin to use the beta as soon as it was ready. Third, the company would commit up front to use, so that the system would be developed by buyers, for buyers, and be used from buyers day one. And while new, and basic in some respects, it is obviously an auction platform designed by buyers for buyers that is used by buyers and works. (Serex’s first customer saved over 6 Million in its first year. And since launch, its first few clients have achieved similar success to its first customer.)

But the real proof that the solution is useable, even it is still a point-based procurement solution, is that all of the ten plus companies it is in negotiations with following it’s inaugural ISM event are all Fortune 500 companies, many of which already have big sourcing and procurement implementations with auctions (like Ariba, Zycus, and Emptoris). This only goes to show that while the e-Auction market is crowded, there is always room for a useable solution that does exactly what a buyer needs it to do in an easy and obvious manner. So while the platform has miles to go, the miles it has crossed make it well suited for a certain market. Which market? For now, in SI’s view, the mid-size market with a need for an easy best-of-breed solution.

The platform is essentially an e-Auction solution built to enable buyers to quickly set up and run auctions through quick bidder search and selection, quick product search and selection, quicker selection of which suppliers can bid on which products, and default auction parameters (which can easily be overridden). Complete product specs can be defined or uploaded as attachments if needed. Suppliers can send detailed messages during the auction to request or offer alternate delivery dates or substitutions for quicker delivery, and a buyer can update the auction specs as needed. In addition, all auctions are saved and new auctions can be created as copies of old auctions, and then updated as needed, allowing repeat auctions to be setup in just minutes (which is valuable if a product sells better than expected and an auction needs to be repeated on short notice to meet demand). (The auction platform has a built in attachment viewer that displays standard web formats.)

The platform also has a product manager sub-component that allows a complete product database that can be maintained and uploaded into the auction platform using a standard flat file format with attachments. In addition, a complete bidder database can be uploaded and maintained into the auction platform with all relevant supplier information.

Serex is not an extensive e-Procurement platform, but it’s one that fledgling organizations need when they want to being their strategic sourcing journey.

For a much deeper dive, check out the doctor and the prophet‘s in-depth dive over on Spend Matters Pro [membership required]. (Part I, Part II, and Part III.)

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