Key Steps to Creating and Implementing a Successful CRM Strategy

(1)

Key Steps to Creating and

Implementing a Successful CRM

Strategy

(2)

2

Introductions

Challenges of Services Marketing

“Bridging the Gap”

CRM Best Practices – Four Steps

User Adoption Best Practices

Q&A

Agenda

(3)

3

‐ Ted Kempf, VP Market Management

‐ Kim Hilsenbeck, Director Market Management

Your Speakers Today

(4)

About Deltek

Uniquely focused on software solutions for project-focused businesses

Founded in 1983

Over 12,000 customers worldwide

$289 million total revenue in 2008

1,200+ employees

14 offices worldwide

NASDAQ: PROJ

(5)

(6)

(7)

Project-Focused Organizations

Drive new business by winning new projects

Align their resources and plan their work around projects

Forecast revenue and profitability by project

Analyze profitability and

performance across the entire enterprise by project

Manage key performance metrics

by project

“Project World” – “Widget World”

“Widget-Focused” Organizations

Drive business by selling products

Defined, high-volume repetitive unit production cycles

Forecast revenue and profitability by unit sales

Analyze performance of product lines

Manage integrated supply chain to gain product efficiencies

(8)

Traditional Five Ps Don’t Work

8

Product World

Product

Price

Placement

(Distribution)

Promotion

People

Project World

Promise & People

Price & Process

Performance

(Contract)

Promotion

Partner

Recognition

Days

Months

Brand

Months

Years

Relationships

(9)

(10)

10

Strategy

The Strategic Planning Process

Drive Forward Current & Future Relationships

Results

9 Facilitate the Process

9 Strategic Value Add

(11)

BD To o ls Marketi n g T ool s BD Fo cus Opening Impact on Winning 20% Middle Impact on Winning 70% Closing Impact on Winning 10%

Get to Know the Market Get to Know the Client Get to Know the Deal

Market Analysis Client Management Opportunity Management

Strategic Plan/Annual Business Plan

Client Account Plan Pursuit Plan

Planning

zBusiness Planning zNew Client Targeting zClient Qualification zStrategic Initiatives Relationship Management zInformation Management zPerception Management zDefining differentiators Presentation zProposal Management zPresentation Management zNegotiation zMarketing Plans

zOpportunity Funnel Reports zMarket Research

zBDM Support zQuality Client Criteria zMust Win Criteria

zAccount Management zClient Account Plans zSolution Selling

zGo/No Go Process zPursuit Plans/Teams zProposal Development

Process (Kick Off Meeting)

zPresentation Storyboarding zDebrief Processes ---CRM --- -- CRM ---Branding zAdvertising zMedia/Public Relations zSelective Direct Mail zWebsite zBrochures Direct Marketing zNewsletters zDirect Mail zConferences zWebsite Presentation zProposal Development zPresentation Preparation Repeat Business 20% of clients = 80% of revenue

Get Repeat Business

Strategic Account Management

Client Reviews Cross Selling zQuality Work zOutstanding Service zClient Maintenance zSAM/CSM Program zClient Account Plans zClient Reviews

zClient Satisfaction Surveys zCEO/Management Team Visits

----CRM

---Member of the Club

z“News You Can Use”

zPublic Relations (exposure for client) zPro-Bono Information

zWebsite (Client Extranet)

(12)

(13)

Why CRM?

Can help in aligning company around strategic direction

Provides tool for creating deeper and more accurate

understanding of client needs

Mobilizes resources around client relationships rather than

products/services/disciplines

Fosters activities that maximize client lifetime value

Increases revenue and reduces costs

13

(14)

BD To o ls Marketi n g T ool s BD Fo cus Opening Impact on Winning 20% Middle Impact on Winning 70% Closing Impact on Winning 10%

Get to Know the Market Get to Know the Client Get to Know the Deal

Market Analysis Client Management Opportunity Management

Strategic Plan/Annual Business Plan

Client Account Plan Pursuit Plan

Planning

zBusiness Planning zNew Client Targeting zClient Qualification zStrategic Initiatives Relationship Management zInformation Management zPerception Management zDefining differentiators Presentation zProposal Management zPresentation Management zNegotiation zMarketing Plans

zOpportunity Funnel Reports zMarket Research

zBDM Support zQuality Client Criteria zMust Win Criteria

zAccount Management zClient Account Plans zSolution Selling

zGo/No Go Process zPursuit Plans/Teams zProposal Development

Process (Kick Off Meeting)

zPresentation Storyboarding zDebrief Processes ---CRM --- -- CRM ---Branding zAdvertising zMedia/Public Relations zSelective Direct Mail zWebsite zBrochures Direct Marketing zNewsletters zDirect Mail zConferences zWebsite Presentation zProposal Development zPresentation Preparation Repeat Business 20% of clients = 80% of revenue

Get Repeat Business

Strategic Account Management

Client Reviews Cross Selling zQuality Work zOutstanding Service zClient Maintenance zSAM/CSM Program zClient Account Plans zClient Reviews

zClient Satisfaction Surveys zCEO/Management Team Visits

----CRM

---Member of the Club

z“News You Can Use”

zPublic Relations (exposure for client) zPro-Bono Information

zWebsite (Client Extranet)

(15)

Market Analysis

Objective

Get to Know the Market

Key Guidance • Strategic Plan

• Annual Business Plans

Focus Planning

• Business Planning • New Client Targeting • Client Qualification • Strategic Initiatives

BD Tools • Marketing Plans

• Opportunity/Funnel Reports • BDM Support

• Quality Client Criteria • Must Win Criteria Marketing Focus/Tools Awareness • Advertising • Media/Public Relations • Website • Brochures • Flexibility • Custom Reporting • Ability to Manage Marketing Activities • Integration with core systems

CRM Needs

(16)

Example: Client Qualifying

Strategic Clients:

Existing or potential clients who we know meet the Quality Client Criteria and who offer significant opportunities for the company across multiple business units and/or provide more than $1 million in sales opportunities in a given year.

BU Key Clients:

Existing or potential clients who have opportunities that represent a significant revenue stream for a specific business unit over a 2‐3 year period and/or have the potential to become a Strategic Client of the firm with opportunities across multiple business units.

Targeted Client:

Potential clients who we are investing time in evaluating because of short term opportunities identified that would help us accomplish the annual business goals set out for each business unit.

Existing Clients/Prospects:

All other clients in the Vision CRM are categorized as one of these.

(17)

Account Management

Objective

Get to Know the Client

Key Guidance • Client Account Plans

Focus Relationship Management

• Information Management • Perception Management • Defining Differentiators

BD Tools • Account Management

• Client Account Plans

• Solution Selling Strategies Marketing Focus/Tools Direct Marketing • Newsletters • Direct Mail • Conferences • Website • Flexibility • Custom Reporting • Client Centric Views • Integration with core systems

CRM Needs

(18)

Example: Client Account Plans

Serves as management/planning/budgeting tool

Provides foundation for goals that have been established

Keeps focus on important issues, priorities and actions with

clients

Endorses/reinforces client focused business development

philosophy

Reinforces ownership/responsibility for BD roles

(19)

Opportunity Management

Objective

Get to Know the Deal

Key Guidance • Pursuit Plans

Focus Presentation

• Proposal Management • Presentation Management • Negotiation

BD Tools • Go/No Go Process

• Pursuit Plans/Teams

• Proposal Development Process (Kick Offs) • Presentation Storyboarding • Debrief Processes Marketing Focus/Tools Presentation • Proposal Development • Presentation Development • Flexibility • Custom Reporting • Proposal Automation • Service Estimating • Integration with core systems

CRM Needs

(20)

Example: Pursuit Plans

For every “Must Win” Opportunity, a Pursuit Plan is created

–

Project background, description, goals

–

Budget and fee projections

–

Client analysis, issues/concerns

–

Differentiators, Strategy to Win

–

Resource planning

–

Action plans

(21)

Why Proposal Automation

Allows you to quickly identify and pull together the more

conventional sections of the document, leaving more time for

creating what really puts you in a winning position

–

Client specific approach

–

Specific project challenges

–

Experience tailored to project challenges

Allows you to avoid

–

Searching archived material for information you’ve found over and over

before

–

Borrowing from old proposals and dealing with resulting formatting and

editing issues

21

(22)

Strategic Account Management

Objective

Get Repeat Business

Key Guidance • Client Reviews

Focus Cross Selling/Relationship Management

• Quality Work

• Outstanding Service • Client Maintenance

BD Tools • Account Managers

• Client Account Plans • Client Reviews

• Client Satisfaction Surveys • CEO/Management Team Visits Marketing

Focus/Tools

Member of the Club

• “News You Can Use”

• Public Relations (exposure for the client) • Pro Bono Information

• Website (Client Extranet)

•

Flexibility • Custom Reporting • Client Centric Views • Communications Management • Integration with core systems

CRM Needs

(23)

Example: Client Reviews

Key Components – Strategic Account Manageme

Required for all Strategic (X‐BU) Clients

Review and discussion

–

Client Account Plan

–

Progress against stated goals

–

Current and future opportunities

–

Specific action items related to cross‐selling opportunities

–

Specific client feedback and new information about client

Generally a quarterly schedule (varies by client)

(24)

CRM Best Practices

Client Relationship Management

–

It’s not just technology, it’s a strategic process that requires:

Vision

Focus

Implementation

–

Requires significant up‐front thinking

What can you do more effectively in terms of:

–

Identifying and differentiating the needs of customers

–

Interacting with customers

–

Providing customers customized products and services

24

(25)

Don’t Just Map Your Process, Define It

Define the structure to the process

–

Phased and tiered approach

–

Team based

–

Client focused

Identify behaviors you expect

–

Greater resources applied to most critical & strategic

opportunities

–

Collaboration & cross‐selling

–

Knowledge sharing

(26)

Establish Key Principles

Disciplined

–

Targeting and qualifying clients and opportunities

–

Go/No‐Go decision making process

Proactive

–

Relationship building with targeted clients

–

Identifying and positioning for opportunities

Tools, Processes and Resources

–

Account Manager Roles

–

Pursuit plan/team for “Must Win” opportunities

–

Knowledge sharing through CRM

(27)

Define Metrics

Efficiency Metrics

Effectiveness Metrics

Budgets

Sales/Revenue Goals

-

By Business Unit - By Project Type

Process Milestones

Hit Rates

Marketing as % of Net Revenue

ROI on activities

Activity Logs

Opportunity Forecasts

Proposals Produced/Month

Client profitability

Marketing Campaigns/Quarter

Client Satisfaction Scores

Response Rate on Marketing

Campaigns

(28)

Make Your CRM Meaningful to Your Firm

Dashboards

–

Sales by Business Unit by Group

–

Financial or Client Report Cards – Sales to Date by Group and forecast by group

Custom Tabs/Reports

–

Employee Skill Inventory

–

Staff Licensures

Integration with Other Critical Systems

–

HR Systems

–

Financial Systems

–

Document Management Systems

–

Intranet

(29)

(30)

Benefits of Getting More People Using CRM

Better data in the system

More data in the system

Proven value = more resources/support

Reduce mailing returns – hard and electronic

Reduce proposal time

(31)

How Williams + Paddon got more CRM Users

MODI (Microsoft Outlook Desktop Integration)

Business Development Meetings

Tie reviews back to Deltek usage

(32)

What is MODI and how does it work?

Microsoft Outlook – get email addresses, add contacts, link

emails….

Microsoft Word – use the Text Library to store commonly used

text

Microsoft PowerPoint – pull data right into PowerPoint slides

from Deltek

(33)

(34)

MODI in Outlook

Vision drop down menu from Outlook

(35)

Accessing Email Addresses from Deltek

Step 1 – click on “Address Book” Step 2 – type name Step 3 – select name(s) Step 4 – insert and send

(36)

(37)

(38)

(39)

(40)

(41)

(42)

How to make it happen

Load MODI on your own computer

Demonstrate ease of use to staff

Get buy in from Leadership

Get involved in local User Group

Jodie Day, CPSM

[email protected]

916.786.8178

(43)

Key Steps to Creating and Implementing a Successful CRM Strategy