CRM is mostly promoted as a sales tool that can increase close rate and revenue - and it does. However what many organizations don't realize is that CRM can be leveraged across the entire organization to save time, "find" money, and improve all around company performance which translates into the Hidden ROI potential behind CRM

1. Hidden ROI: Leveraging CRM across Your Business
Scott Thomas - Idle Tools Corp

2. Overview
 CRM – More than what most think
 Time Based ROI
 Hidden Dollars ROI
 Company Performance ROI

3. CRM – A Limiting Perception
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Not just for sales
Not a “glorified” Rolodex
Not Big Brother
Not just a relationship manager
Not an I.T. driven product
CRMs are highly customizable platforms for building automated
processes, building mobile apps, managing multiple aspects of a
business, and providing insight to future revenue.

4. CRM + Cloud + Integrations = Solution
Centralized
Information
Access or Contribute
Information from
Anywhere
SOLVED MY RECURRING DATA
QUESTIONS ISSUE
Integrate with
additional systems

5. CRM - a multi-faceted solution
 Take advantage of the cloud
 Centralize critical information and provide
mobile access
 Facilitate cross-departmental communication
and collaboration
 Reduce dependency on spreadsheets & other
temporary tracking methods

6. CRM - a multi-faceted solution, cont.
 Improve all types of processes within the
organization
 Track hard to manage business costs
 Maximize financial opportunities
 Consolidate Databases
 Automate – Everything

7. TIME Based Time is Money……

8. Time Based ROI #1: Reduce Salary Leak
Searching, Collecting, Waiting, Re-Doing
Decentralized
Information
Its in my
noggin!

9. Time Based ROI #2: Eliminate The Spreadsheet
Rodeo
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One Time Use
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Wasted Time
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Not Sustainable
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Stored Inconsistently
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Versioning
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One User at a Time
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Time Consuming Consolidations
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Always Start from Scratch

10. Time Based ROI #3: Eliminate Patchwork
Processes
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Email Based
Spreadsheet Based
No Reporting
Inconsistent
User Unique
Poor Documentation
Time Consuming

11. Time ROI #4: Centralization of Databases
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Email Marketing Services
Survey Services
“Marketing” Lists
Market Intelligence Tools
ERP/MRP systems
WHEN CORE DATA (ACCOUNTS/CONTACTS)
VARIES, TIME WASTE IS INTRINSIC

12. Hidden Dollars ROI

13. Hidden Dollars ROI #1: Marketing Funds
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Most Parts of the channel receive funds
Poor Tracking leaves money on the table
Track balances
Track distribution of funds
Track how they are used
Limit based on criteria
Create documented approval process
Upload back up documentation from the field

14. Hidden Dollars ROI #2: Product Claims
 At the mercy of others
processes
 Its not a focus of anyone…..
 Document
times, conversations, values, an
d promises
 Provide Reports, create alerts
 Ensure legal documentation
 Speed collections
 Documentation is king

15. Hidden Dollars ROI #3: Loyalty Programs
 Lack of redemption is why
they are popular
 Manage for yourself
 Manage for your customers
 Take advantage of free
money
 The biggest issue is lack of
documentation or a system
for documenting

16. Hidden Dollars ROI #4: Optimizing The channel
– Shared Pipeline
 Alignment is natural up the channel – i.e. Sell More
 Maximize “free” resources & multiply revenue
opportunity
 Manage sales opportunities up the channel
 Dealers work with distributor reps
 Distributors work with manufacturer reps

17. Smart sales organizations formally share what they are working
on and hold partners accountable to help drive revenue

18. Company Performance ROI

19. Company Performance ROI #1: Proactive vs.
Reactive Sales Management
• Proactive Management
– Managing a Pipeline
– Calling reps to coach
– Allocation of resources based
on known “in process
revenue”
– Forecasting on known
probability
– Focused on what could be
made to happen
– Managing with documented
field data
• Reactive Management
– Managing from Sales Reports
– Calling Reps for updates
– Allocation of Resources as a
reaction to the past
– Forecasting on history
– Focused on what already
happened
– Managing with anecdotal
data

20. Company Performance ROI #2: Lead Management
 Optimize Tradeshows – get your money’s worth
 Make good on your marketing investments
 Provide value to customers

21. Company Performance ROI #3: Providing Value
to Key Suppliers
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Forward Looking Sales Pipeline by Product
Project Tracking
Sales Promotion Management & Results
New Product Introduction Tracking
Competitive Landscaping
Training Documentation
Lead Results
Lost Sales Reports w/ Loss Reasons

22. To maximize ROI of a CRM system, you
need to consider all aspects of your
business!

23. Rolling Out CRM – Quick tips

24. Getting Started & Rolling Out
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Discovery
Choose a CRM
Create 2 Teams: Development & User Testing
Design to Satisfy 2 Needs: User & Management
Rollout:
 Phase In
 Interactive Training
 Walk the Talk
 Listen to Feedback

25. Recipe for Success
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Leadership Engagement
Highlight Excellence
Job Descriptions
Tie to Metrics
No “Free Passes”
Adapt System to YOUR Business
Embrace Mobility
Culture Shift

26. Recipe for Failure
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Inconsistent Leadership Engagement
Wink Wink Sales Management
Failure to live in the system (culture)
"3rd Hat" ownership or I.T. Only
ownership
Aversion to time and resource
investment
Big Brother and counting data
Failure to act on outputs
Request things the old way
Perfectionism

27. Driving User Adoption
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Incorporate required processes into CRM
Include in job description
Accept information one way
React and manage by the outputs
Highlight documented successes – wins
Include critical information in CRM customer records
Dispel Myth One: You must be “techy” to succeed
Dispel Myth Two: CRM is “Big Brother”
Dispel Myth Three: CRM replaces interaction (it
enhances)

28. Thank You!
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Scott Thomas
CRM Implementation Services
(919) 455-5987
scott.thomas@idletoolscorp.com

29. Hidden ROI: Leveraging CRM across Your Business
Scott Thomas - Idle Tools Corp