Expandability 2012 – CONNECT. LEARN. GROW
CONNECT. LEARN. GROW
Setting Up Expandable CRM for
Sales Force Automation
Bob Swedroe
President & CEO, Expandable Software
bswedroe@expandable.com
CRM Success Factors
CRM Success Factors
Role of CRM in the Enterprise
Role of CRM in the Enterprise
Screenshots
Screenshots
Wrap Up and Q&A
Wrap Up and Q&A
Expandable CRM
Expandable CRM: Getting Started
Expandable CRM: Getting Started
Role of CRM
■
Maximize
business performance by leveraging
information across the enterprise
►
Visibility
into the business to manage proactively vs.
reactively
Data
Information
Not Used
Silos
Waste Time
Inefficient
Manual Updates
Time Consuming
Error Prone
Multi-App Access
Training Time
Added Lic Costs
Bottom Line
Lower Customer
Reduction in
Maximize Business Performance
Sales
Customer
&
Prospects
People
Order
History
Customer
Support
Notes
Action
Items
Pipeline
Mgmt
Critical Information
Sales
Pipeline
Mgmt
Source: Aberdeen Group, July 2011
N = 261
Key CRM Functionality
■
Central location for Account Information
►Emails, Notes and Attachments
►
Sales and Quotes History
►Serial Numbers
■
Assign action items; with dates and priority
■
Forecasts
■
Customer Support ticket information
►Issue and Resolution capture
■
Marketing campaigns
►
Not available with Expandable CRM, but can export
Customer
&
Prospects
People
Order
History
Customer
Support
Tickets
Notes
Action
Items
Pipeline
Mgmt
Sales
CRM
Critical Information Shared / Leveraged
Critical Information
Pipeline
Mgmt
CRM Critical Success Factors
Source: Forrester Research (July ’13)
CRM Critical Success Factors
■
Process
Poor definition of business requirements, process design, and the
need to customize solutions to fit unique organizational
requirements
■
People
Slow user adoption, inadequate attention paid to change
management, training, and difficulties in aligning the organizational
culture with the new ways of working
■
Strategy
Lack of clearly defined objectives, poor solution deployment
practices, and insufficient solution governance practices
■
Technology
Technology deficiencies including data problems, functional and
performance shortfalls in CRM system, lack of the required skill set
need to implement the solution, and poor usability
Source: Forrester Research (July ’13)
Bob Swedroe Required Success Factor
C Level Commitment, Demand Accountability and Support
…
Sales Perspective
“It slows
me down”
Negatives of CRM
“Instead of
this
bureaucracy, I
could be
selling”
I don’t want
to be
micro-managed
How can I
be the hero
if I disclose
everything?
Things sales people will say
C Level Commitment, Demand Accountability and Support
Positives
of CRM …
Company Perspective
CRM Success Factors
CRM Success Factors
Role of CRM in the Enterprise
Role of CRM in the Enterprise
Screenshots
Screenshots
Wrap Up and Q&A
Wrap Up and Q&A
Expandable CRM
Expandable CRM: Getting Started
Expandable CRM: Getting Started
First…..CRM Basic Nomenclature
■
Accounts
►
All companies that have not reached the
Opportunity stage
■
Opportunities
►
Accounts that ready to forecast; however
defined by management
►
Typical requirements include:
■
Total amount of opportunity
■Date forecasted to close
Getting Started: Key first steps
■
Agreement:
►
Selling Process
■
Define Key Picklist Values
how the company will manage the business
►Accounts
►
Opportunities
►
Customer Support Tickets
►
Security
Picklist Examples: Accounts
■
Account Type:
►
Lead, Customer, Prospect, Partner, Vendor
■
Account Sales Stages: example next slide
■
Industry: market segmentation as appropriate
for your company
■
Lead Source:
Account Sales Cycle
One Example
Picklist Examples: Opportunities
■
Opportunity Type:
►
New Customer, Installed Base, Service only
■
Opportunity Sales Stages: example next slide
Opportunity Sales Cycle
One Example
Detailed
Requirements
Gathering
First Demo
2
ndDemo
Short Listed
Won / Lost /
Canceled
■
Reason:
■Sub-Reason:
■Category:
■Sub-Category:
■Resolution Category:
■Resolution Sub-Category:
Picklist Example: Customer Tickets
■
Reason: Product, Documentation, Billing
■
Sub-Reason: Hardware, Software, Accessory
■
Category: Misalignment, Calibration, Cosmetic
■
Sub-Category: Cabinet Door, Top Shelf, Bottom Shelf
■
■
Resolution Sub-Category: By Rep, By Customer
Picklist Example: Customer Tickets
■
Reason: Product, Documentation, Billing
■
Sub-Reason: Hardware, Software, Accessory
■
Category: Misalignment, Calibration, Cosmetic
■
Resolution Category: Fixed In Field, RMA
Picklist Example: Customer Tickets
•
Resolution Sub-Category: Advanced Ship, Receive-Ship
■
Reason: Product, Documentation, Billing
Picklist Example: Customer Tickets
•
Resolution Sub-Category:
•
Sub-Reason: Invoice, Payment
•
Category: Discount, Part ID, Quantity
•
Sub-Category: Over-Shipped, Over-Billed
Security: Decide on Access Rules
■
Data Entry:
►
Read / Write
►Read Only
■
Visibility:
►
Do you want all users to see all data?
►Territory Restrictions?
►
