This is a short presentation that may be useful to any CXO to make a high level conceptual presentation to the Management. It identifies key challenges in manual or semi-automated environments and some key benefits for the organisation
1. DRIVING YOUR BUSINESS
FORWARD WITH SAGE CRM…..
WITH SAGE CRM
Feb 2013
Questions? Do email me at shobha@triadme.com
Shobha Moni, Director and Founder
2. AGENDA
What is CRM?
Common business issues faced by
companies today
How CRM can help
Sales
Marketing
Lead Generation and Distribution
Customer Service
Business Owners and Finance team
3. WHAT IS CRM?
CRM is a business strategy designed to
optimise profitability, revenue, and
customer satisfaction
Better In a more
Delivered in At a lower
Higher Value qualified More of them predictable
less time cost
opportunities way
4. COMMON BUSINESS ISSUES FACED BY
COMPANIES TODAY “I need a quick
and easy way for
me to see how
the business is
performing at
any given time”BUSINESS “I want to
“I need to be able
“I need to OWNER maximise the to calculate the
know what productivity of
cost per lead
the sales all my
easily and
pipeline employees”
SALES accurately”
MARKETING
looks like
quickly and MANAGER“It take me ages MANAGER “Marketing
easily” to roll up all the
campaigns are
reps’ forecasts
difficult to manage
into a team
and leads can go
forecast for my
missing”
boss”
“We don’t have an up
“Sales forecasts to date log of all
are difficult to communications with
create and time- customers” “Our
“I want to have
consuming” “I sometimes spend processes
SALES my whole morning
access to the
CUSTOMER are not
same customer
EXECUTIVE trying to figure out information the SERVICE automated so
who I’m meant to front office has “I don’t want to be customer
follow-up with and BACK OFFICE
so I understand wasting time re- issues
when” any customer entering the same sometimes
issues when I information into fall through
am chasing multiple places” the cracks”
payments”
5. CRM DELIVERS COMPETITIVE ADVANTAGE
Multiple views of the
Departmental Departmental Departmental customer
Collaboration Customer Productivity
Insight & Efficiency One dimensional
insight
Disparate Systems
Single view of the customer
3600 insight
Extended 360 degree Org-wide
Enterprise Customer Productivity
Collaboration Insight & Efficiency
COMPETITIVE
CRM ADVANTAGE
CRM delivers a single view of the customer for better customer
relationship management, delivering real competitive advantage
7. What is Sales / Marketing all about? $
Revenue
Funnel Enablement through
The Great
Unwashed
CRM Total population of touch
points across all marketing
First Interaction Campaign Management activities – offline and online
First Pass
Social Media
Identifiable engagement –
registration on Qualification
website, attendance at
Headline attribute(s)
event, request for call, click-
through on email
Nurture Cycle
E-Marketing identified in First Interaction
used to disqualify based on
geography, company size etc
Orchestration of
targeted, personalized and
Performance
Qualified Lead
intelligent nurture program to
generate „Suspects‟ from NN Management
and IB Intent and timeframe for
QSO
Lead Capture & purchase – converted from
Suspect to Lead
Qualified against specific sales Forecasted
criteria – product / service
fit, budget and decision maker
Management Opportunity
Data Segmentation &
Active sales opportunity
committed to sales forecast
with specific close probability
Enrichment
Process optimization
Customer additions
Revenue growth Database refinement
Margin growth
8. HOW CRM HELPS THE SALES EXECUTIVE
Dashboards deliver a unified view of all
key sales information
Real-time pipeline management ensures
focussed sales activity
Forecasts can be prepared and
submitted in minutes
Increases visibility on customer
interaction across departments
Reduces time spent on administration
thereby increasing productivity
Automates quotation generation
Leverages financial information from the
back-office system for accurate From Sage CRM
pricing, quotes and orders
Empowers sales staff to sell more
effectively
Enables sales staff to focus on the most
important sales opportunities
9. HOW CRM HELPS THE SALES MANAGER
Dashboards deliver sales management a
unified view of all key sales information
Improves transparency in the sales pipeline
Real-time pipeline management ensures
focussed sales activity
Enables quick and easy team forecast
generation and improves sales forecast
accuracy
Enables regular sales performance
monitoring
Reduces opportunity slippage
Optimises sales resources against high- From Sage CRM
potential opportunities
Maximises cross and up-sell opportunities
Empowers sales staff to sell more
effectively
Enables sales staff to focus on the most
important sales opportunities
Minimises sales administration and
maximises sales staff productivity
10. SOME SCREEN SHOTS
Who Sage CRM Works For
Sage CRM works for Sales Professionals
• Empowers them to sell
more effectively
• Enables them to focus
on the most important
sales opportunities
• Helps them to reduce
the amount of time
spent on sales
administration
Dashboards deliver a unified view of all key sales information
Real-time pipeline management ensures focussed sales activity
Forecasts can be prepared and submitted in minutes
11. HOW CRM HELPS LEAD GENERATION
Sage CRM works for Lead Generation and Distribution across dealers
o Leads not captured or tracked effectively
o Leads not followed up on-time; no SLA; no escalations
o Lack of clear criteria for handover to sales
o No way to enforce formalized lead qualification and grading criteria
o Unstructured, subjective feedback on lead quality
o Leads and opportunities are not associated back to their source or originating campaign
o No mechanism for re-cycling
How CRM helps
Web-to-lead capture with campaign
landing zones
Full lifecycle management
Configurable lead qualification and
scoring capabilities.
Rules-based, automatic allocation
Alerts and notifications
Lead-to-opportunity conversion
workflow
Full audit trail and detailed KPIs
around qualification, conversion and
close
12. HOW CRM HELPS THE MARKETING MANAGER
Empowers marketing staff to plan and execute highly effective campaigns
Enables highly targeted customer communications
Results in decreased cost-per-lead through automation
Delivers insight into the lifetime value of customers
Enables close alignment with the sales department and other key stakeholders
Enables market segmentation based on financial data from the back office
Enables marketing staff to target the right companies at the right time
Helps eliminate guesswork and optimise marketing resources
Delivers full campaign planning encompassing above-the-line and below-the-line
activities as well as costs
Combines actual campaign results with actual campaign costs to calculate the real
return on marketing investment
From Sage CRM
13. BENEFITS
Sage CRM connects to online integrated Email Gateway for bulk emails
o Standalone activity – divorced from data and other marketing activities
o Manually intensive
o One-size-fits-all mass email; limited personalization
o Not intelligent
o High bounce rates
o Oversaturation
o Difficulty accommodating compliancy requirements
How CRM helps
Full integrated within CRM
Set and forget
WYSIWYG template editor
Intelligent nurture streams
Automatic generation of lists based
on responses
Supports mass personalization
Powerful template editor
Real-time performance management
Advanced Spam checking
Enforces compliancy requirements
and reporting
14. SOME SCREEN SHOTS
Who Sage CRM Works For
Sage CRM works for Marketing Professionals
• Empowers them to
plan and execute
highly effective
campaigns
• Enables them to target
the right companies at
the right time
• Helps them to
eliminate guesswork
and optimise
marketing resources
Full campaign planning encompassing above-the-line and below-the-line
activities as well as costs
Define highly targeted marketing lists across multiple criteria
Combines actual campaign results with actual campaign costs to
calculate the real return on marketing investment
15. HOW CRM HELPS THE CUSTOMER SERVICE
MANAGER
Helps reduce the amount of time spent on customer service administration thereby
increasing the productivity of customer support representatives
Monitors service performance against SLAs
Extends customer service through 24x7 web self-service options
Enables customer service staff to leverage the knowledge of colleagues through a
centralised knowledge base
Delivers a 360 degree view of customer information across front and back office systems
for easier issue resolution and improved cross-selling opportunities
Workflow automatically manages case allocation, progression and escalation; improving
response times and ensuring no one „falls through the cracks‟
Enables customer satisfaction measurement and benchmarking
Dashboards deliver a unified view of all key customer service performance information in
real time
From Sage CRM
16. SOME SCREEN SHOTS
Who Sage CRM Works For
Sage CRM works for Customer Service Professionals
• Enables them to
monitor customer
service performance in
real time
• Helps them to reduce
the amount of time
spent on customer
service administration
• Enables them to
leverage the
knowledge of their
Dashboards deliver a unified view of all key customer service
colleagues performance information
Workflow automatically manages case allocation, progression and
escalation
Knowledgebase provides central repository for solutions that
address common issues
17. HOW CRM HELPS THE BUSINESS OWNER
Reports provide instant insight into business performance across multiple criteria
Delivers the ability to “sanity check” forecast data with full drill-down to underlying
details
Enables easy insight into revenue/budget variance
Enables real-time corporate performance management/insight at-a-glance through
dashboards
Improves responsiveness to critical business issues
Improves sales forecast accuracy and pipeline management
Marketing budget and return-on-investment can be monitored in real-time
Drives revenue business efficiency and performance leading to increased revenue
growth and profitability
Leverages financial information from the front and back-office for a complete view of
the business
From Sage CRM
18. SOME SCREEN SHOTS
Who Sage CRM Works For
Sage CRM works for Owner Managers, CEOs & Finance Staff
• Reports provide
instant insight into
sales performance
across multiple criteria
• Ability to “sanity
check” forecast data
with full drill-down to
underlying details
• Marketing budget and
return-on-investment
to date can be
Analyse sales performance across multiple criteria
monitored in real-time
Move from overview forecast data to detailed underlying information
with ease
Combines actual campaign results with actual campaign costs to
quantify marketing performance
19. BENEFITS
Who Sage CRM Works For
Sage CRM works for Finance Staff too!
Saves time and minimises mistakes by avoiding duplication of data entry
Improves customer service by using a single point of reference for sales orders
Receivable followup - Credit control and the sales team have access to the same financial
information
Ensures a fast response to significant events and routine tasks using alerts
20. Grappling with Social Media
Typical Challenges Encountered by our Customers
o Playing catch-up; have not operationalized social media; no policy or governance
o No owner
o Not integrated with other marketing activities
o Not integrated with customer contact records
o Difficulty embracing wide range of blogs, communities, micro blogs, video podcasts etc
o Difficulty separating value from noise
o Measuring activity, not effectiveness
How CRM helps
Manage social activities centrally
Social feed aggregation from
Communities, blogs and other
sources
Contact enrichment with Linkedin
Track companies, contacts or
topics on Twitter
Tweets presented as feeds
Integrate Twitter into outbound
marketing campaigns
Add Tweets to contact records
Full audit trail
21. Performance Management & Analytics
Typical Challenges Encountered by our Customers
o Viewed as administration / overhead
o Multiple, disparate sources – finance, web analytics, E-Marketing, sales forecasts etc.
o Days spent pulling information together
o Tools are not intuitive
o Rigid formats; not easy to edit
o Historic snapshot
o Not situational
How CRM helps
Fully situational – KPIs baked into
the workspace
Performance management in real-
time
Team and individual dashboards
Surface information and services
that are important to each individual
Can be fully personalized
Fully contextual - link dashboard
components; full drill down
Empowerment drives opt-in
Reporting Suite
22. Productivity & Automation Tools
Typical Challenges Encountered by our Customers
o Disconnected customer information spread across applications, departments, users and devices
o Spending too much time on administration
o Collaborating across teams and departments is challenging
o Difficulty remaining productive while out of the office
o Time spent re-entering information from one system to the next
o Process bottlenecks impacting on marketing performance
How CRM helps
360 degree view of customer and
prospect data across departments
and interactions
Mobile and Tablet support
Team collaboration tools
Graphical workflow orchestration
Maps integration
Task and calendar management
Exchange integration
23. HOW CAN SAGE CRM HELP U– FACE…..
Facilitate – document storage/ in context to opp
Eg: Discount approval Excel sheet, brochure, quote
Automate - Repetitive tasks through technology
Eg. New Year greetings mass email
Cut – Non value added tasks
Eg: Travel time to office to submit daily sales report
Enter data once / in central place
Eg: Analytical reports are easier to produce from raw
data
24. HOW CAN SAGE CRM HELP U – FACE….CEO
Contact Management – admin support for data
entry
Eg. Visiting card scanning, project database upload
Escalate – track important time stamps
Eg: Closed sales – bid bond to be collected from
customer, proposal submission to happen within 24hrs
of demo
Own Customer intelligence – don‟t lose accounts
when you lose employees
Eg: New employee can take over accounts easily