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Cushman & Wakefield aims to become APAC's most client-centric real estate services firm, targeting $20B in revenue by 2030 through a CRM-driven strategy focused on client retention, market expansion in tier-2/3 cities, and ESG leadership. The plan includes a phased implementation of CRM strategies, leveraging data and technology to enhance client engagement and operational efficiency. Key revenue drivers include cross-selling, ESG advisory services, and capturing demand in emerging markets, with a strong emphasis on risk mitigation and policy alignment.

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2 views

Bp

Cushman & Wakefield aims to become APAC's most client-centric real estate services firm, targeting $20B in revenue by 2030 through a CRM-driven strategy focused on client retention, market expansion in tier-2/3 cities, and ESG leadership. The plan includes a phased implementation of CRM strategies, leveraging data and technology to enhance client engagement and operational efficiency. Key revenue drivers include cross-selling, ESG advisory services, and capturing demand in emerging markets, with a strong emphasis on risk mitigation and policy alignment.

Uploaded by

emailvsinha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Cushman & Wakefield: CRM-Driven Business Plan for $20B Revenue by 2030

Leveraging Data, Technology, and Policy to Dominate APAC & India Markets-----1. Executive
Summary

Vision:

"To transform Cushman & Wakefield (C&W) into APAC’s most client-centric real estate
services firm by deploying a CRM ecosystem that drives $20B revenue by 2030 through
retention, cross-selling, and market expansion."

Key Drivers:

●​ Client Retention: Target 95% retention rate (vs. industry average of 75%).
●​ Tier-2/3 Cities: Capture 40% of India’s office demand from cities like Pune and
Ahmedabad.
●​ ESG Leadership: Generate 30% of revenue from green advisory services.

-----2. Market Analysis & Industry InsightsAPAC & India CRE Growth (2023–2030):

●​ APAC CRE Market:


○​ $1.8T valuation by 2030 (6.8% CAGR) (JLL).
○​ Logistics/warehousing: 9% CAGR driven by e-commerce ($5T APAC
e-commerce market by 2025).
○​ Data Centers: 15% CAGR due to cloud adoption (India’s data center capacity
to double to 1.3 GW by 2024).
●​ India CRE Market:
○​ $1.2T by 2030 (Knight Frank).
○​ Tier-2 Cities: 45% of office leasing demand from cities like Hyderabad and
Chennai (Savills).

Competitive Landscape:
Competitor Weakness Potential for C&W

JLL Over-reliant on traditional Focus on Tier-2/3 cities and


office leasing (60% revenue diversification of services
from tier-1 cities)

CBRE Limited PropTech adoption Increased investment in


(only 20% of clients use PropTech and AI-driven
AI-driven insights) insights

Colliers Weak ESG focus (<10% Greater focus on ESG and


revenue from green sustainability
projects)
Policy Tailwinds:

●​ India:
○​ PM Gati Shakti: $1.3T infrastructure plan; ideal for logistics park advisory.
○​ Smart Cities Mission: $30B allocated for 100 cities (e.g., Surat’s 20% office
rent growth in 2023).
●​ APAC:
○​ ASEAN Green Mandates: $200B green building retrofit market by 2030.
○​ China’s BRI: $1T infrastructure projects in Vietnam/Indonesia.

-----3. CRM Strategy: Phased Implementation & Revenue ImpactPhase 1: Define Objectives
& Vision (2024)

Actions:

●​ C-Suite Workshops: Align CRM with $20B goal.


●​ Vision Statement: “Unify client data to deliver hyper-personalized services and
dominate high-growth sectors like logistics and ESG.”

Case Study – Salesforce & CBRE:

●​ Salesforce’s CRM reduced CBRE’s lead-to-deal time by 30%, increasing annual


revenue by $500M.

Revenue Impact:

●​ 5% increase in client retention = $1.2B additional revenue (Bain & Co.: 5% retention
lift → 25-95% profit growth).

-----Phase 2: Client Journey Mapping (2024–2025)

Actions:

●​ Segment Clients:
○​ Occupiers (40% revenue): Target Fortune 500 tech firms (e.g., Microsoft,
Amazon).
○​ Investors (35%): Engage sovereign funds (e.g., GIC, ADIA) via REITs.
○​ Developers (25%): Partner with logistics/data center builders.

Industry Insight – Amazon:

●​ Amazon’s CRM-driven personalization boosted repeat purchases by 35%. C&W will


replicate this via AI tracking client interactions.

Outcome:

●​ 20% reduction in sales cycle through automated lead nurturing.

-----Phase 3: CRM Platform Rollout (2025–2027)

Platform: Salesforce CRE Cloud (customized for CRE workflows).

Key Features:
●​ AI Lead Scoring: Prioritize high-value clients (e.g., institutional investors).
●​ ESG Dashboard: Track carbon metrics and green certifications.

Pilot Program – Hyderabad Logistics Hub:

●​ CRM identified 50 acres near Regional Ring Road (PM Gati Shakti corridor).
●​ Result: Secured $75M FDI, generating $5M advisory fees.

Revenue Impact:

●​ 2025: $500M incremental revenue from cross-selling.


●​ 2027: $2.5B cumulative uplift.

-----Phase 4: Adoption & Optimization (2027–2030)

Actions:

●​ PropTech Integration: Embed C&W Edge (predictive analytics) for rent forecasts
(e.g., “Pune rents ↑20% by 2028”).
●​ Green Lease Toolkit: Train 500+ brokers to monetize ESG (15% rental premiums).

Case Study – JLL’s ESG Success:

●​ JLL’s green leases increased Singapore office rents by 15%, adding $1.2B revenue.

-----4. Financial Projections


Metric 2025 2027 2030

Total Revenue $8B $12B $20B

CRM-Driven 15% ($1.2B) 30% ($3.6B) 50% ($10B)


Revenue

Client Retention 80% 85% 95%


Rate
Revenue Drivers:

1.​ Cross-Selling (40%): $8B from bundling leasing + capital markets.


2.​ ESG Advisory (30%): $6B from retrofits and carbon credits.
3.​ Tier-2 Markets (20%): $4B from logistics parks.

-----5. Risk Mitigation

●​ Data Security: Partner with AWS for GDPR/DPDP compliance.


●​ User Resistance: Deploy 50+ CRM champions in APAC/India.
●​ Policy Shifts: Govt. liaison team to monitor incentives (e.g., India’s 10-year tax
holidays).

-----6. Conclusion
C&W’s CRM strategy will:

1.​ Unlock $20B Revenue: Via retention, tier-2 expansion, and ESG.
2.​ Outpace Competitors: Leverage PropTech and policy agility.
3.​ Future-Proof Growth: Turn CRM into a profit center.

Quote:

"Just as Salesforce revolutionized CRM, C&W will redefine CRE relationships—combining


data, sustainability, and hyper-local insights to own APAC’s growth."-----Appendices:

●​ Case Studies: JLL’s $1.2B ESG revenue, CBRE’s Salesforce integration.


●​ Policy Playbook: Leveraging India’s InvITs and ASEAN green mandates.
●​ Tech Roadmap: AI/ML integration for predictive analytics.

This plan merges market rigor, competitive insights, and scalable execution to position C&W
as APAC’s CRE leader.

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