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Pivotal CRM for Manufacturing CRM That Fits Your Business


Academic year: 2021

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Pivotal CRM for Manufacturing

CRM That Fits Your Business


We’re pleased with what we’ve done with Pivotal CRM; I can’t even envision the impact on our business if we had not implemented a CRM system. I don’t think we would be able to service and

support our customers without it.


Pivotal CRM for Manufacturing 3

To meet customer needs and increase profits,

manufacturers need to work with increasing speed and responsiveness. They must reduce their time to market and keep up with unforeseen shifts in supply and demand to ensure customer satisfaction.

At the same time, manufacturers are under intense pressure to drive down costs to remain globally competitive. They must cope with increasing product and design-process complexity in the products they take to market. They need to simultaneously manage a mix of product requirements, such as made to stock, made to order, assemble to order, and configure to order. They must coordinate production resources, including offshore facilities. They need to track, document, and audit production and product information throughout the lifecycle to comply with strict legal and regulatory requirements. In a business climate marked by intense competitive pressure, consolidation, and the rapid commoditization of products, they must meet higher customer expectations for more customization and shorter order-to-delivery times, while expecting a high level of flexibility when it comes to making changes.

CRM That Fits Your Business

Manufacturers are experiencing intense pressure to grow revenues, retain customers, and drive down costs: • Competing against international firms in global markets • Acquiring and consolidating to achieve economies of scale • Shrinking capital expenditures due to interest-rate, currency, and trade-tariff fluctuations • Contracting output and offshoring of

manufacturing to China

A growing number of manufacturers are shifting from a product-first mindset to one that centers on

the customer. Producing high-quality goods—cost-effectively—is a business imperative, but with

globalization and commoditization increasing, manufacturers will be hard pressed to retain long-term

customer relationships. To excel in manufacturing today, the customer must come first. Forward-thinking

manufacturers are looking to strategic technologies such as customer relationship management (CRM)

to help them realize the business efficiencies required to continue to grow revenues.

As manufacturers look to sustain growth and drive down costs, many are realizing the quantifiable benefits of high customer satisfaction. As such, they are looking for strategies to become more demand-driven. They are anticipating customer requirements better while reducing the impact of individual customers’ requirements on production. They are adopting alternative approaches for shaping demand—to drive down costs and increase development capabilities. They have also initiated flexible processes to respond to demand and are delivering follow-on service packages to ensure customers continue to stay satisfied.

To support their demand-driven business strategies, manufacturers are turning to customer relationship management (CRM) to become more competitive in selling, marketing, and providing service to their customers. Pivotal CRM for Manufacturing puts critical relationships at the core of their strategy. It offers comprehensive, integrated capabilities that increase insight into operations, streamline processes across the value chain, and improve responsiveness to customer demands.

In response, they are adopting new strategies to improve margins and achieve higher levels of customer satisfaction:

• Shifting to a customer-centric business model to become more demand-driven

• Streamlining efforts by collaborating with suppliers, distributors, influencers, and customers • Bridging customer-facing departments


• Creating a highly responsive and agile business through enabling technologies


4 Pivotal CRM for Manufacturing

Pivotal CRM is a leading suite of customer relationship management software applications from CDC Software. Pivotal CRM is the only CRM solution offering rich functionality, a full application suite, and best-in-class customization abilities, all with a low total cost of ownership. Through our experiences with more than 1,800 customers in over 35 countries, we’ve learned how to help manufacturers craft a CRM strategy that achieves real, measurable results. We deliver CRM that fits the needs of manufacturers today—while offering the flexibility to help them seize the emerging business opportunities of tomorrow.

Our team strives to help organizations achieve meaningful CRM results by delivering a collaborative and flexible set of services that are designed to meet the unique requirements of each Pivotal CRM customer. Drawing on our extensive technical and industry knowledge and proven methodologies, we give companies the speed and predictability of a CRM solution completed on time, on budget, and customized to each customer’s unique way of doing business.

By choosing Pivotal CRM, manufacturers are assured of solutions that:

• Fit specific industry and business processes: Pivotal CRM offers a full range of software that delivers built-in best practices specific to a manufacturer’s most pressing challenges. Our end-to-end suite of integrated sales, marketing, service, and partner applications are designed to make all customer-facing departments work in unison to attract, win, and retain profitable

relationships. The result is less customization and integration, leading to lower implementation and maintenance costs.

• Fit unique customer strategies and imperatives: Pivotal CRM is the industry’s most flexible, scalable,

easy-to-customize CRM platform. Built on an inherently flexible three-tier architecture and metadata-driven design, Pivotal CRM is easy to modify, integrate, deploy, and maintain. The industry-leading Pivotal CRM customization toolkit provides the ability to cost-effectively adjust processes, enabling manufacturers to capitalize on unique business processes to reinforce competitive advantage.

• Fit each manufacturer’s timeline, budget, and expectations: Our commitment to providing CRM extends far beyond our product offerings. We offer a continuum of services designed to help implement, maintain, use, and support CRM at a pace that produces reliable results at a lower total cost of ownership. In addition to helping put customers at the center of business operations, Pivotal CRM provides powerful productivity tools that produce measurable business benefits in terms of process efficiency, employee collaboration, data accuracy, sales effectiveness, streamlined communications, cost-effective marketing, and much more. Manufacturers can deliver a first-class customer experience that distinguishes their company, attracts customers, and strengthens customer loyalty— while also reducing costs and increasing revenues.

A Partner You Can Trust

The fact that we implement world-leading technology like Pivotal CRM simply confirms our commitment to innovation. It shows the industry that we intend to stay on the leading edge, not just in the technologies

we use to build our products, but the technologies we rely on to service and support our customers.


Developed in close collaboration with customers and partners, Pivotal CRM for Manufacturing is uniquely tailored to industry-specific best practices. Forward-looking manufacturers invest in technology strategically to support all of their customer-centric activities. Pivotal CRM has helped numerous companies across manufacturing segments deploy optimal CRM processes, helping them realize tangible and quantifiable results that improve operational effectiveness and customer loyalty. The following list, by industry, reflects just a small sample of Pivotal CRM customers.

Pivotal CRM: The Solution of Choice across the

Manufacturing Industry

Computers & Electronics

• Bose Pty • Sharp Electronics • Tektronix • Allied Telesyn • Macrovision • Mikohn • Newport Corporation Homebuilding Supplies • Tarkett-Marley Floors • Holophane • Renewal by Andersen • K-Rain • Ledalite • Triton Showers • Kingspan Insulation Metal Manufacturing and Fabrication • Badgermeter • Earle M. Jorgensen Machinery and Transportation • Roper • Bombardier • Unisen (Star Trac) • GE Plastics • Komatsu Cutting Technologies • USFilter • Nilpeter

Plastics and Paper

• Mold-Masters • Oji Paper Medical Devices • bioMerieux • Gambro BCT • Baxa • Sage Products • Sysmex • Biosite • Simplex • Lake Region Manufacturing • Horiba ABX • Novozymes North America

Our Pivotal CRM system is designed to give our salespeople easy-to-use access to customer and prospect data, inventory levels, quotes, orders, and financial information relating to each account including sales, profits, margins, and account balances. All of this information is at their fingertips, even when they’re on the



From the very beginning our sales staff loved Pivotal CRM… they realized that Pivotal CRM could do a lot of things that the ‘islands of data’ they used

to manage couldn’t do for them.


Pivotal CRM for Manufacturing 7

Pivotal CRM gave us the ability to build a solution that helps meet our business targets—it means our business runs our systems, not the other way around. The architecture provided a strong feature set, on a Microsoft®-standard platform that can grow with our organization. This product’s vision is right in line with

our business targets.

Douglas J. Stang, IT Manager, Holophane Corporation Pivotal CRM for Manufacturing is an industry-specific

solution that enables manufacturers to better manage relationships throughout the customer lifecycle and across the enterprise. Pivotal CRM solutions provide functionality that reflects the business processes and data models used by the industry, right out of the box, offering a superior business fit. Built on the highly flexible Pivotal CRM enterprise platform, Pivotal CRM solutions can also be easily tailored and customized to meet individual companies’ business requirements—and quickly adapted to evolving needs.

Pivotal CRM for Manufacturing is the only comprehensive solution for managing front-office manufacturing operations, empowering manufacturers to deliver superior responsiveness and performance. Its flexible platform allows it to be seamlessly connected to the entire enterprise, including enterprise resource planning (ERP) and supply chain management (SCM) systems. With the right technology in place, manufacturers can accelerate their time-to-value and lower their total cost of ownership.

Pivotal CRM for Manufacturing provides tools that help manufacturers:

• Anticipate customer demand: By creating a shared repository of customer information across the extended enterprise and integrated with the back office, manufacturers can monitor

and control key performance indicators to guide operations intelligently and achieve higher levels of responsiveness to customer demand.

• Shape customer demand: Gives manufacturers the tools and capabilities they need to manage and sell inventory strategically. By supporting complex sales and marketing strategy, it provides early signals of changes in demand, allowing them to adjust output smoothly.

• Respond to customer demand: Aligns planning and order execution, from the order or contract, to processing and administering customer priorities, to agreeing on what can be promised. Enriched partner-management functionality helps improve sales effectiveness and cooperation.

With an end-to-end suite of solutions for sales, marketing, service, and partners, only Pivotal CRM offers the

depth of functionality, domain expertise, and flexibility companies need to gain a competitive edge in the market. The combination of industry-tailored and custom components, along with the inherent flexibility of the Pivotal CRM platform, enables manufacturers to obtain a system that fits the unique way they do business.

Integrated, Comprehensive, and Highly Targeted to the

Needs of Manufacturers


8 Pivotal CRM for Manufacturing

With the shift toward a demand-driven business model, manufacturers are integrating sales, marketing, and service processes. They are using Pivotal CRM to guide operations intelligently and achieve higher levels of responsiveness to customer demand. With better insight, combined with the ability to collect, analyze, and leverage customer intelligence, they can better respond to

changing market requirements, maximize manufacturing potential, ensure higher order accuracy, and provide quality customer service efficiently and accurately.

Use real-time business intelligence to

gain demand visibility

Deepen knowledge company-wide by giving employees the tools to understand and analyze customer

interactions and to measure operational performance. Pivotal CRM provides real-time business intelligence through rich customer analytics capabilities. From key performance indicators to sales opportunities and service-request trends, manufacturers can understand, and act on, the metrics that drive customer satisfaction and make measurable business improvements.

Bridge demand and supply at the

line-of-business level

Share information across the business to react quickly to changes in demand or problems in production—without compromising customer-service levels. Pivotal CRM can help bridge demand and supply at the line-of-business level, helping sales, marketing, and service teams understand and commit to requirements that support customer demand. By giving every user instant access to relevant customer information through role-based dashboards, the front office can accurately communicate with customers, closing the gap between what they offer and what customers expect.

Develop products that drive demand

Use customer data generated at the sales, marketing, and product level to increase product-development hit rates. Pivotal CRM ensures teams work together from the same data. It helps capture the voice of the customer (VOC) from every customer-facing touch point—the sales team determines customer needs and evaluates them against existing and potential products; the marketing team drives awareness of products and tracks interest and sales-cycle times; and service teams respond to service-related issues, ensuring ongoing product development satisfies customer needs.

Drive excellence in demand forecasting

Ensure demand forecasting is accurate down to an account level. With Pivotal CRM, manufacturers can utilize multiple forecasting perspectives to increase forecast accuracy and the success of new product introductions. Pivotal CRM enhances field assessment from the bottom up, using both a pipeline assessment, which summarizes the total pipeline at each sales stage, and an analytical assessment, which applies historical-trend data against the pipeline assessment and compares it to the operational forecast, allowing manufacturers to calculate forecasts more accurately.

Anticipate Customer Demand

The value of Pivotal CRM is well understood by everyone: it has made us more intelligent about the way we communicate with our customers and how they interact with us. Just having this information makes us better

at what we do.

Bret Henning, IT Director, Biosite Corporation • Guide operations intelligently with rich customer

analytics capabilities and accurate forecasting • Achieve higher levels of responsiveness

across the enterprise with a 360-degree view of the customer

• Respond to changing customer needs and evaluate them against existing and potential products


Pivotal CRM for Manufacturing 9

When manufacturers closely monitor demand using analytics tools, they find that they are able to shape customer demand. This helps them manage and sell inventory strategically, while also providing early signals of changes in demand. For example, manufacturers can change their pricing and selling strategies and run promotions on certain products based on what they have available to supply to the marketplace. In this way, they can shape customer demand for their products and steer customers away from items they don’t have. By putting the right products in the right place at the right price, manufacturers avoid stock-outs, excess inventory, and excessive discounting.

Drive campaign-execution excellence

Use integrated marketing processes to help allocate marketing resources, generate new business, and drive customer loyalty. Pivotal CRM gives manufacturers a means to execute and manage every marketing promotion or rebate strategy—the right audience is targeted, all associated activities are tracked, leads are followed up on, and opportunities are routed and assigned efficiently. Pivotal CRM acts as a platform from which all marketing activities—tradeshows, e-mail campaigns, direct mail, and advertising—can be initiated, tracked, and evaluated. Sales and marketing use the same data, which ensures more targeted cross-selling and up-selling, shortened campaign-development times, identification of programs to sell excess capacity, and improved execution while preserving brand equity.

Provide personalized communications and

customer-service offerings

Apply segmentation strategies using detailed customer profiles to generate high response rates and extract maximum value from each account. Pivotal CRM captures profile data at every point of interaction, which allows manufacturers to create meaningful groups of customers from which they can create highly personalized communications and alter product and customer-service offerings. Using unique segmentation criteria, manufactures can respond with accelerated lead times, special packaging, expedited shipping, dedicated support, self-service, or other available services.

Automated marketing campaigns can also be used to renew product warranties and contracts, communicate preventative maintenance schedules, and provide discounts to customers who meet special criteria.

Manage product launches better and

speed time-to-market

Be quick to market with profitable products that are in high demand. With Pivotal CRM, manufacturers can use customer data to plan new product introductions based on past sales, product attributes, market demand, and pricing schemes. They can also track new product introductions at the product-line level and at the channel level, improving product-forecast accuracy. By tracking product details and the ROI associated with marketing and sales activities, manufacturers can ensure their go-to-market strategies are on target.

Manage and assign the right sales teams

to each account

Assign exactly the right team member or combination of team members to each customer account. With Pivotal CRM, assignments can be customized based on geography, organizational division, product specialty, organization type, annual revenue, or virtually any other criteria. The system can be set up to assign multiple account managers to teams that share responsibility for an account, assign multiple roles to employees based on specialty, and assign third-party partners, such as distributors and suppliers, to a team to improve the quality of customer interaction and satisfaction. As business evolves, manufacturers can plan and easily modify territories or roles to accommodate new hires and distributors or plan future territory assignments, saving the time it would normally take to realign territories.

Shape Customer Demand

• Uncover new sales opportunities with tools that help track a complex network of influential relationships

• Increase sales efficiency and capture more revenue with the ability to provide accurate, competitive price quotes

• Create targeted, personalized cross-selling and up-selling campaigns with integrated marketing and sales processes

• Ensure go-to-market strategies are on target by tracking product details and the ROI associated with marketing and sales activities


10 Pivotal CRM for Manufacturing

Actively leverage a complex network

of relationships

Track and leverage the complex networks of relationships that exist between customers, distributors, and other influencers. With built-in relationship-management capabilities, Pivotal CRM helps sales teams drill down to the individual level—they can track key influencers and target the departments in which they work—allowing sales representatives to maximize the value of their time and effort and helping close deals faster. It also helps manufacturers understand the relationships that exist between organizations, including purchasing organizations, parents, and subsidiaries, ensuring sales representatives uncover new sales opportunities and provide more accurate, competitive price quotes.

Accurately quote complex products and

shorten quote times

From quote to contract, monitor and track the details of every deal—volume commitments, contract expiration dates, and renewals. Pivotal CRM gives manufacturers flexible capabilities for managing products, pricing variables, and the quote-to-contract process, increasing efficiency and helping capture more revenue. The product catalog helps manufacturers manage and track critical product information—product type, lines, models, and required and optional components—and multiple pricing options, ensuring quotes are accurate and complete. And by feeding customer-quote data back into the development process, manufacturers can build future products with broader appeal and lower production costs.

All of our quotations are now processed using the Pivotal CRM solution which allows the sales staff to quickly create a quote that can go to customers using cost calculation information from our engineers. From

start to finish, the quotation process is captured and communicated between Lake Region departments through the Pivotal CRM solution.


Pivotal CRM for Manufacturing 11

Successful companies are well aligned between planning and order execution, from the order or contract, to processing and administering customer priorities, to agreeing on what can be promised. To continually improve business performance, manufacturers are increasing supply-chain responsiveness with tools that improve sales effectiveness and cooperation. They are providing sales and their partners more specific customer information and easier ways to respond to customer demand. Through CRM, companies manage total channel activity and manage products in times of excess or short supply.

Improve sales and partner collaboration

between planning and execution

Increase partner sales and loyalty. Pivotal CRM helps manufacturers manage business efficiently with their indirect-channel partners, resulting in tighter partnerships that are more successful and lucrative. Manufacturers can work more closely with partners on collaborative sales and marketing, including price optimization and compliance for orders, contractual discounts, volume discounts, claims/rebates, RMAs, and charge-backs. Resellers can access and share product and pricing information, sales tools, marketing programs, and lead and opportunity data. With deep visibility into their partner pipeline and activities, manufacturers ensure the right partner is serving each account, and they can also evaluate partner performance based on profitability and product goals—improving revenue, partner retention, and new partner recruitment.

Provide unrivaled post-sales

customer service

Track customer request dates and SLA/performance agreement dates to determine whether the company is meeting agreed-upon commitments. Pivotal CRM enables manufacturers to create closed-loop processes that track request routing, ensure contract compliance,

manage preventative maintenance schedules, determine the status of warranties, and manage product defects. Manufacturers can extend proactive service to customers and enable product-development organizations to better isolate root causes and track corrective actions for all reported defects and enhancement requests. Providing critical information to service staff allows manufacturers to turn their cost centers into revenue centers, enabling customer-service representatives to identify opportunities and generate additional revenue.

Ensure accuracy of order-promising

Evaluate replenishment decisions for the channel by basing them on demand, product revenue goals, and customer purchase commitments. Pivotal CRM helps manufacturers align channel demand by enforcing a manufacturer’s unique business rules, such as pricing breaks, volume discounts, or lease-versus-purchase financing. Manufacturers can track quotes through to orders and prevent excessive discounting and invalid quotes. Sales, marketing, and fulfillment teams have a clear understanding of how volume commitments in contracts and the performance/fulfillment of these contracts ties to account team goals; they can also make decisions in times of excess and shortage, helping to consistently meet order-promised dates.

Respond to Customer Demand

• Build tighter, more profitable partnerships with tools that provide deep visibility into partner pipelines

• Turn cost centers into revenue centers with closed-loop processes that support and extend valued services to customers

• Accurately fulfill every order with the ability to track contracts and volume commitments


Contact a Pivotal CRM representative today to learn more about how Pivotal CRM can address your unique needs. Call 1-877-PIVOTAL (1-877-748-6825) or visit us at www.PivotalCRM.com.

Pivotal CRM for Manufacturing

CRM That Fits Your Business

Copyright © CDC Software 2009. All rights reserved. The CDC Software logo and Pivotal CRM logo are registered trademarks and/or trademarks of CDC Software. North America CDC Software 2002 Summit Boulevard Suite 700 Atlanta, GA 30319 1-877-PIVOTAL www.PivotalCRM.com Europe Pioneer House 7 Rushmills, Northampton United Kingdom NN4 7YB +44 1 604 630050 www.PivotalCRM.com

Designed specifically to meet the needs of the industry, Pivotal CRM for Manufacturing is the clear choice for companies looking to increase revenues, gain operational efficiency and competitive advantage, and meet the challenges of a demand-driven industry.

By providing a 360-degree view of their customers, Pivotal CRM for Manufacturing enables companies to achieve insight into customer preferences and behaviors that can help them anticipate, shape, and respond to customer demand. It helps companies precisely manage a consistent and personalized customer experience that

builds lasting relationships, from the initial lead through the lifetime of the relationship.

Manufacturers are taking immediate action to implement systems and processes that will help them prepare for— and thrive in—highly competitive and commoditizing markets. With Pivotal CRM, manufacturers can maximize customer satisfaction as they derive economic value from every customer touch-point, building customer loyalty and ensuring the customer comes first.


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