EE204: Business Management for
Electrical Engineers and Computer Scientists

Siebel Systems: Anatomy of a Sale, Part 1,2,3

Read

  1. Read: Selling as a Systematic Process
  2. Read: Siebel Systems: Anatomy of a Sale part 1 and 2
    3. (Siebel Systems Part 3 handed out in class)

Case Summary

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial involvement to a challenge from competitor Oracle to the climax. The structure of Quick & Reilly's buying center is mapped, as is the role of its parent, Fleet Bank. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. Presented in three parts, with opportunities to debate the account manager's choices and actions at each stage. Part 1 describes the start of the sale from the seller's perspective.

Discussion Questions

  1. Read parts 1 and 2, pausing at each of the questions inserted in the text. Form an opinion then read on.
  2. How would you characterize the Siebel selling process?
  3. Are there any ethical issues in the Siebel Sales process at Quick and Riley?
  4. Are some of Carman's selling methods unethical?