BMW SugarCRM for lead management case study presented by mr. Marco Mangini during the CRM Acceleration Milan 2010, 2010 oct 7th

1. How BMW of Italy
use SugarCRM
for Lead Management
Marco Mangini – Retail Integration & Customer Data Manager – BMW Italia S.p.A.

2. BMW Italy goal
To implement a CRM system
to enable italian BMW Dealers network
evolution in terms of customer & prospect
management area
from a PULL philosophy
to a PUSH philosophy

3. The Italian Market for BMW
Italy is in the top markets in the world for BMW - MINI

4. The Italian Market for BMW
Italy is the second market in the world for BMW Motorrad

5. BMW Italy Sales Organization
National sales company based in Milan

6. BMW Italy Sales Organization
Nearly 150 dealers in all over the italian territory (3 brands)

7. BMW Italy needs
A software to optimize HQ mktg forwarding and tracking
leads over the dealers network
A software to allow the dealers managing leads in a faster
and clearer way…
…involving directly the dealer salesman
A software to manage corporate campaigns
A software to allow the dealers managing local campaigns

8. Previous CRM SW limitations
Focoused only on lead assignment to the Dealer
Salesmen were “out of the loop”
Poor reporting
Poor activity management tools
No local campaign management
Poor performance
Not user friendly approach

9. Previous CRM SW limitations
ISSUES:
Those limitations caused that many of the leads forwarded from
BMW HQ to BMW’s dealers network weren’t properly and
completly managed

10. The software selection
A software selection has been promoted in summer 2008
All the most important CRM providers has been invited
In fall 2008 only 3 softwares (one of which was
SugarCRM/Opensymbol) were inserted in the short list
SugarCRM & Opensymbol was the choice in early 2009

11. Why SugarCRM
High degree of software customizability
High degree of software integrability with central BMW
CRM systems based on Siebel Oracle
Opensymbol focus on BMW needs: starting from the
earlier stages Opensymbol always kept in mind customer
needs
Opensymbol skills on integrating other softwares and on
fast customizing SugarCRM
Deployment Flexibility: on demand but with the option to
install in house if needed
Price Flexibility: the same price per user regardless of the
number of users (from 100 to 2000)

12. How to size the hardware?
To optimize Performances
To secure highest Reliability
To keep high Flexibility level
To Save on Hardware setup and maintenance costs

13. The new process on BMW lead management
1. Leads coming from various sources are processed in HQ B.I.
2. Leads are automatically inserted on SugarCRM by HQ B.I.
3. SugarCRM notify the Dealer Marketing Manager and puts
new leads on his dashboard
4. The DMM assigns the lead to Sales People
5. The Sales People have limited time to manage the lead
6. The DMM monitors the activity
7. The HQ CRM monitors the entire sales network activity

14. Ecom website (one of the lead sources)

15. Dealer Marketing Manager Dashboard

16. Home Dealer Marketing Manager

17. Opportunity assignment

18. Opportunity assigned

19. Home sales man

20. Activity management

21. Home sales man with completed activity

22. Closing an activity

23. Closing an opportunity

24. Dealer Reporting (example)

25. HQ Monitoring (example)

26. Training on line

27. Questions & Answers