This document provides an overview and contents of a CRM training guide. The guide is designed to familiarize users with CRM key functions based on their user role, remove learning barriers to using CRM, and provide a clearer understanding of CRM benefits. The guide contains 3 chapters that cover CRM and different user roles, using the CRM based on tasks and functions, and maintaining the CRM. It also includes sections on CRM workflow, key terminology, and recommended practices.

2. Welcome
to the CRM Training Guide
This guide is designed to:
Familiarize with CRM key functions related to user role
Remove learning barriers to CRM usage
Clearer understanding & appreciation
of CRM benefits

3. Chapter 3: Maintaining the CRM
• Key tasks for CRM maintenance e.g. marketing lists cleanup
Chapter 2: Using the CRM
• List of tasks/functions based on role e.g. for sales= add lead, update lead status
CRM Training Guide Contents
This guide will be organized in 3 key chapters.
Chapter 1: CRM and You
• Key functions of CRM and how it helps different roles
• Overview of CRM Workflow
• Key terminologies explained
• Recommended practices
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4. Marketing
Role:
• Facilitate lead
capturing
• Gather leads &
record in CRM
Your Role, Your Tool
Key functions of CRM for different roles & how it will help different job
roles to work effectively
Sales Team
Role:
• Generate
& Qualify leads
• Leads
management
• Convert leads to
opportunities/conta
cts
Dept Heads
Role:
• Assignment of
leads
• Track lead
progress

5. Exhibitions
Seminars
Corporate Events
Lead
Generation
CRM
Lead
Assignment
WSS Dept Head
WES Dept Head
TMS Dept Head
Lead
Assignment
Lead
Qualification
Import Lead
into CRM
Marketing CRM
Track
Opportunities
Close
Opportunities
CRM Overview flowchart

6. Key Terminologies Explained
A role setting determines who can access what recordsAccess Level
A company doing business with usAccount
A person interested in doing business or currently our
customer. A contact may or may not be part of account
Contact
A marketing program using different channels to
accomplish a specific result e.g. direct mail for promos
Campaign

7. Key Terminologies Explained
Associated with specific campaign
e.g. email or direct mail
Campaign
Activity
Make record previously un-editable for use /
To retain the record rather than deleting
Activate /
Deactivate
A marketing program using different channels to
accomplish a specific result e.g. direct mail for promos
Campaign
A list of accounts, contacts or leads that are segmented
e.g. eNews mailing list
Marketing List

8. A potential customer who must be qualified or
disqualified as sales opportunity
Lead
A potential revenue generating activity that must be
tracked and converted to “Won” or “Lost” opportunity
Opportunity
Key Terminologies Explained

9. Recommended best practices
Periodic check on lead/contact info accuracy
e.g. Updating ontact details
Entering names of lead/contact in CRM
e.g. John Lim (First name: John Last name: Lim)
e.g. Cai Jieying (First name: Jieying Last name: Cai)
Track & monitor lead/contact status
e.g. Convert lead to contact when sales completes