Case Study: 92.7 Big FM achieves 184% sales growth and profit turnaround with CRMNEXT

Propelling sales, wallet share and coverage with a unified Media CRM platform

92.7 BIG FM, a radio network reaching 43 million weekly listeners across 45 cities, 1,200+ towns and 50,000+ villages, faced challenges in covering the full advertising spending spectrum, planning and executing sales activities, and forecasting perishable ad-slot inventory. Manual reporting, fragmented Excel sheets and slow approval cycles made pipeline visibility and timely decisions difficult. CRMNEXT was engaged to address these issues with a unified Media CRM platform.

CRMNEXT implemented a single version of truth by integrating ADEX, Aircheck and trafficking systems (WideOrbit, Plum, Broadview), re-engineered the sales process for real-time tracking and accountability, and standardized approvals and escalations to shorten sales cycles. As a result, sales grew 184% (INR 1,084M to INR 3,087M), operating profit swung from a loss of INR 328M to a profit of INR 287.8M, conversion rates rose about 40%, missed deals declined, call rates improved, and repeat business increased while customer attrition fell.

92.7 Big FM

Tarun Katial

Chief Executive Officer