ReShape Implements salesforce.com instead of Siebel

Why ReShape Chose Salesforce Over Siebel

ReShape, a fast‑growing player in the system‑on‑chip (SoC) design arena, began its customer relationship journey with Salesforce.com in April 2004, long before many competitors turned to cloud‑based solutions. The decision to move from an established Siebel CRM OnDemand offering to Salesforce’s Professional Edition was driven by a mix of practical concerns and strategic ambitions that could be summed up in a few clear points.

First, the user experience was a decisive factor. Salespeople and executives at ReShape felt that Salesforce’s interface was noticeably snappier and more intuitive than Siebel’s. A demo that lasted only a couple of hours proved that the Salesforce platform could be navigated with less friction, a quality that mattered when the company’s sales team was under pressure to close deals quickly. The difference in speed was not just a matter of clicks; it translated into faster data entry, quicker reporting, and a smoother onboarding process for new team members.

Second, the level of customization offered by Salesforce was unmatched. With a point‑and‑click interface, ReShape’s IT team was able to tailor fields, objects, and workflows without writing code. That flexibility allowed the startup to align the CRM closely with its own sales methodology, product pricing structures, and pipeline stages. In contrast, Siebel’s customization pathway required more specialized development effort and a longer release cycle, which could delay the company’s ability to react to market changes.

Third, integration potential played a pivotal role. ReShape already relied on Microsoft Outlook for communication and Intuit QuickBooks for accounting. Salesforce’s native connectors to both systems meant that sales data could flow automatically between the CRM and the existing software stack. This seamless integration prevented duplicate data entry and ensured that the sales and finance teams shared a single source of truth. The company also benefited from Salesforce’s growing ecosystem of third‑party apps, which could be added later as new needs arose.

Fourth, the support structure that Salesforce promised felt personal and dedicated. Michael Faust, ReShape’s vice president of worldwide sales, emphasized that the Salesforce team took time to understand the company’s specific challenges. He described the partnership as “high‑touch,” where Salesforce’s success team not only installed the platform but also provided ongoing training, account reviews, and access to industry best practices. For a company that had just moved from a larger, more complex system like Siebel, this level of ongoing assistance reduced the risk of user fatigue and platform abandonment.

Finally, cost considerations tipped the balance. While both solutions were cloud‑based, Salesforce’s pricing model allowed ReShape to start with a lean footprint and scale as needed. By choosing the Professional Edition, the startup avoided the overhead of extra modules or custom development that Siebel would have required for equivalent functionality. The pay‑as‑you‑grow approach matched ReShape’s growth trajectory, ensuring that the company didn’t overcommit on upfront licensing fees.

When ReShape decided to adopt Salesforce, it joined a community of roughly 11,100 companies - across industries and geographies - that had made similar choices by July 2004. The platform’s proven track record, combined with the points above, gave ReShape confidence that it was investing in a system capable of supporting its next phase of sales expansion.

How Salesforce Drives Growth for Emerging Tech Companies

Once Salesforce was in place, ReShape found that the platform did more than just replace its previous CRM. It became a catalyst for deeper operational insight and accelerated revenue cycles. By leveraging Salesforce’s built‑in analytics, the company could generate real‑time dashboards that highlighted key performance indicators such as win rates, average deal size, and sales cycle length. The ability to slice data by product line or region gave managers immediate visibility into market dynamics, allowing them to pivot strategies without waiting for quarterly reports.

The platform’s collaborative features also played a central role. With Salesforce Chatter, sales reps could discuss opportunities, share best practices, and request help from subject matter experts in real time. This level of collaboration broke down silos that often plague tech startups, where engineering, product, and sales teams might otherwise operate in isolation. The result was a more cohesive approach to customer engagement, where insights from product development could feed directly into sales conversations.

Customization continued to be a key advantage. ReShape introduced custom objects to track hardware specifications, compliance certifications, and technical support tickets - all within the same system that handled lead generation and opportunity management. Because these customizations were built using point‑and‑click tools, they could be iterated on quickly as product features evolved. Salesforce’s “Lightning” framework made it easy to present this information in a clean, mobile‑friendly layout, enabling field engineers and sales reps to access critical data from anywhere.

Integration extended beyond Outlook and QuickBooks. ReShape connected Salesforce to its internal ERP for inventory management and to a marketing automation platform for lead nurturing. By syncing data across these systems, the company eliminated duplicate effort and reduced the likelihood of misaligned forecasts. For example, when a lead entered the pipeline, the ERP automatically checked inventory levels and triggered a purchase order if needed, ensuring that sales commitments matched actual stock availability.

The company also benefited from Salesforce’s ongoing updates. Each release cycle - typically three times a year - introduces new features and security patches. Salesforce guarantees that customizations and integrations remain intact during upgrades, sparing ReShape from the costly and time‑consuming process of re‑coding or re‑testing. This reliability allows the startup to focus on growth initiatives rather than firefighting platform maintenance.

Salesforce’s “CRM Success Program” further amplified ReShape’s return on investment. The program provided access to white papers, case studies, and a dedicated success manager who conducted regular reviews. By aligning the company’s goals with Salesforce’s roadmap, ReShape could prioritize feature requests that delivered immediate business value. The program’s training resources also helped new hires ramp up quickly, ensuring that the team’s skill set kept pace with the evolving platform.

One of the most compelling benefits was the platform’s ability to create a unified customer view. With data from sales, marketing, support, and finance converging in Salesforce, ReShape could offer a more personalized experience to its clients. For instance, when a support rep logged a ticket, the system automatically surfaced the customer’s recent purchase history and service contracts. This holistic perspective improved service quality and fostered deeper customer loyalty.

In sum, Salesforce did not just replace Siebel for ReShape; it transformed the way the company operates. From faster sales cycles and better data visibility to more effective collaboration and a robust growth framework, the platform became an integral part of ReShape’s strategy to dominate the SoC market.