campaign management for crm

8/9/2019 Campaign Management for CRM

1/85

SUMMER INTERNSHIP REPORT

CUSTOMER RELATIONSHIP MANAGEMENT SOLUTIONS

SUMMERS 2007

CAMPAIGN MANAGEMENT FORCRM

BECAUSE CUSTOMERS FOR LIFE

TECHNOFAST CONSULTING SOL.

601, Tower-A, Signature Towers,South City-1,Gurgaon-122002,IndiaPh: +91 124 4070671Fax: +91 124 2380467sales@technofastconsulting.comwww.technofastconsulting.co.uk


2/85

2

JAINITI PRASAD

Management Professional & Trainee [Institute of Marketing & Management]

CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.

INTRODUCTIONJAINITI PRASAD MANAGEMENT PROFESSIONAL & Director ROTARACT CLUB (ClubServices)

PGDBM (Post Graduate Diploma in Business Management)

SESSION 2006 2008

JULY BATCH

ROLL 06 JIII 324, 06 I 636

+919911471506,[email protected]

M/s Sri Ram Bhandar, Kauda Maidan, College Road, Munger, Bihar

INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B 11, Qutub Institutional Area, New Delhi -110016

+91 - 11 - 26520892-6, 26520900, 26960535, 26960752

+91 - 11 - 26520897, 26520903

[email protected], www.immindia.com

TECHNOFAST CONSULTING SOLUTION PVT LTD

6th Floor, Signature Towers, Gurgaon 122 002, India

+91 (124) 238 0466, 309 8341

+91 (124) 238 0467

[email protected] ,

www.technofastconsulting.co.uk

SIGNATURE TOWERS MARKETING TOWERS
mailto:%[email protected]:%[email protected]


3/85

3


CERTIFICATESUMMER INTERNSHIP PROGRAM - CERTIFICATE CUM FEEDBACK

FORM

Name of the Executive :

Designation :

Name of the Company :

Address :

Name of the Summer Trainee :

Period of Internship :

1. During the SIP Program how did you find the students overall performance?

Excellent Very good Good Fair Poor

2. Was the student able to handle the assignment/task properly?

To a very large extent To a large extent To a certain extent Very

tentative

3. How did you find the student in terms of the following? Please tickExcellent Very good Good Poor

Attendance / Regularity

Commitment to work

Logical reasoning

Conceptual clarity

Ability to communicate

4. According to you, the chances for converting the WIP projects into final placements are

Very Good Good Fair Hardly any chance

5. Any suggestions for the betterment of the sIP Programme.



4/85

4


Date..

________________________

Company Seal / Stamp Signature of the

Executive

ACKNOWLEDGEMENT

Apart from the efforts of me, the success of this project depends largely

on the encouragement and guidelines of many others. I take this

opportunity to express my gratitude to the people who have been

instrumental in the successful completion of this project.

I would like to show my greatest appreciation to Narendra Dua Sir and

Amit Sir. I cant say thank you enough for his tremendous support and

help. I feel motivated and encouraged every time I attend his everymeeting. Without his encouragement and guidance this project would not

have materialized.

The guidance and support received from all the office members including

Sagarika Srivastava, Vikram Sharma, and Sheetal Tanwar who contributed

and are contributing to this project, was vital for the success of the

project. I am grateful for their constant support and help.



5/85

5

THANKSBIBLIOGRAPHY


JAINITI PRASAD

Institute of Marketing & Management

CONTENTS PAGE NO.TITLE PAGE

01.

INTRODUCTION 02.

CERTIFICATE

03.

ACKNOWLEDGEMENT

04.

CONTENTS 05.

DECLARATION

06.

EXECUTIVE SUMMARY

07.

OBJECTIVE OF THE STUDY

08.

RESEARCH DESIGN

10.

PREFACE 11.

METHODOLOGY 12.

ABOUT THE COMPANY Technofast Consulting

14.

AREA OF THE STUDY CRM

19.

PROJECT DETAILS Campaign Management for

CRM 23.

PRODUCT STUDY GoldMine 24.



6/85

6


FINDINGS OF THE PROJECT

49.

COMPARISION OF THE PRODUCT WITH COMPETITORS

56.

CRINDUSTRY ANALYSIS CRM in small and mid market

62.

RECOMMENDATIONS

74.

CONCLUSION

75.

LIMITATION

76..

APPENDICES

77.

DECLARATIONSUMMER TRAINING DECLARATIONInstitute of Marketing & Management

Technofast Consulting Sol

Marketing Towers,

Signature Towers

B-11, Qutub Institutional Area, 601

Tower A, Gurgaon New Delhi 110016

Haryana 122002

t was really one of the finest moment of my life when I joined the

Technofast Consulting sol. to accomplish my summer training, it was

my first step towards the corporate field where I come to work with a

great working environment with a knowledge based company dealing in IT

consultancy services. I got great support from all the colleagues there. My

project was Campaign Management for CRM to understand the

I



7/85

7


benefit and requirements of the companies for Customer relationship

management in INDIA.

I am really very thankful to Technofast Consulting for providing me such

an interactive and full of experienced training session, where I came to

meet with the real time organizational environment.

EXECUTIVE SUMMARYCUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management (CRM) is now an essential part of the

business strategy, as the development of new technologies has increased

tremendously the possible benefits for large as well as small and medium

companies.

Now a day CRM means different things to different peoples. It is possibleto develop a greater understanding of it by looking at its origins and the

principles that drove its development.

Taking about Indian context or the status of CRM in India we will come to

see that the service firm took some of the early initiatives in CRM,

especially in financial services

The current project Campaign management for CRM is aimed at

determining the approach being adopted by businesses in India for

relationship marketing. My project focused on the following major issues.



8/85

8


Do Marketing & Sales teams of an organization having full fledge control over

customers?

Do Managers in service firm believe that their processes are customer centric?

Do they select technology on the basis of an understanding of customer needs?

Have they empowered their employees to deliver the superior services?

Do they have customer knowledge strategy?

How will do they manage their customer relationships?

How they can increase the rate of customer retention?

How they can improve the efficiency of Marketing & Sales team?

Successful implementation of CRM requires a strategic approach, which

encompasses developing customer centric processes, selecting and

implementing technology solutions, employee empowerment, customer

information and knowledge generation capabilities to differentiate them,

and the ability to learn from the past practices.

Towards the completion of the project three successful seminars were

organized where we come to know the pain areas of the customers with adirect interaction to the customers.

OBJECTIVESCAMPAIGN MANAGEMENT FOR CRM

The objective of the project was to increase the awareness regarding CRM

solution GoldMine in the small and medium businesses (SMBs) through

a series of seminars which could give us a direct interaction to our

prospects clients and also let us know that where are the pain areas they

are having in their marketing & sales

team.

The Strategy of the Campaign

Management for CRM was to make

the Marketing and sales people

getting more and more aware of their

existing customers, knows each and



9/85

9


every thing about the customers and having a complete history and

records of the customer any time when it is needed. The diagram Figure 1

left hand side shows the campaign Strategy Circle Model of CRM and

Business Strategy. My model contains three key phases

1. Customer Acquisition

2. Customer Retention

3. Customer Extension

And three contextual factors are the

followings

Marketing Orientation

Value Creation

Innovative IT.

Discussing these points one by one I would like to say that when you are

in the process to interact the customers the first ultimate aim of ours

should be to acquire the customers if a customer is satisfied to the

product and services then the next phase came to retain the customers,this is the most important and beneficial step for any organizing because

once it is a existing customer it is more easier to the organization to retain

it, and that provided a loyal customers to the organization all the time, the

last phase is the Customer Extension. Each and every company either it is

small or big always tries to expand their business and to increase their

revenue so we have to focus in the customer extension with the proper

contact management.

Marketing Orientation

Marketing Orientation is the most important factor when we are trying

to have contact with the customers, in the phases of Customer

Relationship management there should must be an proper interest

towards the customers so that we could come to know that tee

customer we are approaching can really be our customers. We have to

give them a proper focus and understanding so that they could have a

faith on us.

Value Creation


Figure 1: Campaign Strategy Circle


10/85

10


When Client is on the way to have interactions with us we should must

provide them some unique values from our side so that they must be

with us for a long period, we should provide them instant reply and the

fulfillment of their query what they have asked for. This value creation

creates a difference between the other companies to ours an make our

customers be with us for the longer time period.

Innovative IT.

As we all knows that now a day if w have to survive in this complex

and most competitive market we will have to go with the

Information technology without it we stand nowhere, and if the IT iswith an innovative mode thats the best part for our organization,

because that provide new and different ways to be on the top of the

competitors and also provide us various different method to fight back.

The Campaign management for CRM project provides us lots of

different activities to perform for a company like follows.

1. Learnings from the customers and prospects

2. Creating value for customers and prospects

3. Creating customer loyalty

4. Acquiring new customers

5. Creating profits for organization

6. Acquiring new customers.

RESEARCH DESIGNCAMPAIGN RESEARCH WITH GOLDMINE

Campaign management for

CRM was totally

completed with the help of

the CRM software

GoldMine which is

designed and

programmed to

make an organization



11/85

11


work within the parameters of Customer Relationship Management (CRM)

guidelines. As a starting point, customer data is consolidated into one,

central database and is then used on a network by all sales, management,

marketing personnel and Human Resource employees.

The complete project research was circumstanced to New Customersacquiring, Increase Sales, Provide Quality Customer Service and DriveAdditional Sales from existing customers. No wonder CRM is the fastestevolving business strategy being adopted by businesses today. Arecent article by the Harvard Business Review reported that increasing

customer retention rates by 5% increases profits by 25 to 95%! In fact,it determined that Customer Retention is the key to increasing profits.We can say that quality customer support is one of five primarydeterminants of loyalty. The number one reason why customers defectis the perception of poor service.

PREFACEFor the quality of life innovation is essential. There is a growing awarenessof the importance for the role of CUSTOMER RELATIONSHIP MANAGEMENT

for innovation. In the recent years, many organizations have identified theneed to become more customer-facing with increased global competition.


Figure 2: Campaign Management Process

Usersinserting

and

retrieving

data by

Central database on a

server (Office

Sales Marketing Finance HR


12/85

12


Therefore Customer Relationship Management (CRM) has emerged as theagenda of many organizational strategies. CRM is an approach which

combines people, process and technology that allows the organizations tounderstand their customer and retain the most profitable ones. Manystudies have reveled that near 70% of CRM projects failed worldwide dueto inability of the performing companies to resolve certain key issues, likeorganizational changes, integrations, and because companies view CRMas a technological project that is bound by time and budget, instead ofregarding CRM as a long term commitment to efficiency andimprovement. The investigation of factors potentially affecting thesuccess of CRM implementation is of great importance, because the CRMmarket worldwide spending is expected to reach $76.5 billion in 2005 up

from $23.6 billion achieved in 2000 according to Gartner group.A number of authors and practitioner have established many studiesregarding CRM solution but in the project we will come to know about fewsuccessful events of out CRM campaign management performed.

JAINITI PRASADSummer TraineeTechnofast Consulting Solution Pvt Ltd.

METHODOLOGYHOW DOSE A SOFTWARE AND CRM WORK TOGETHER?



13/85

13


THE APPROACH FOR MEETING THE GOALS AND OBJECTIVES FOR THE PROJECT

INCLUDES THE FOLLOWING KEY COMPONENTS:

1. Review of related studies and analysis2. Conduct a series of focused workshops like Mailing, Courier and

Telecalling.3. Conduct a market based survey4. Conduct seminars on the sales success and how sales team can be more

effective.

To perform successful campaign we have well defined methodologies

which were adopted by our team and were completely performed by our

CRM solution where among the large number of customer database we

have to choose those customer to whom we have to perform the activity

then the activities were basically been divided into few steps were knows

as workshops they were followings

1. Mass Mailings

2. Couriers and post

3. Tele Calling

First of all there was done a Tele calling to search out the prospect and

suspect customers so that we could take the next step and be sure that

which customer is more interested in our product and according to their

responses we were able to categories the customers, like if a customer is



14/85

14


willing to know about the product and also interested in the next step we

can have more contact.

According to the needs of the clients we are there to perform the next

step that was couriers and post ad Mass Mailing. We also have provided

different interactive ways to the customers so that they could make us

instant contact when ever they are in need or what ever there queries are

related to our product.

Then later the interested clients are been contacted and we fix a meeting

and understand their requirements so that they could be aware of the

technological aspects and the faults which they are occurring now in their

business.

ABOUT THE COMPANYTECHNOFAST CONSULTING SOLUTIONS PVT LTD



15/85

15


1. ABOUT TECHNOFAST CONSULTING Hierarchical View

2. COMPANIES VALUE PROPOSITION

3. VALUE ADDED OFFERINGS

4. TECHNOFAST CONSULTING ADVANTAGES

5. WHAT WE DO?

6. OUR ALLIANCES

Figure 4: Organizational Hierarchy for Technofast Consulting Sol

ABOUT TECHNOFAST CONSULTING

Technofast Consulting was founded with the recognition of the needs forquality IT Management Services and Technologies. Technofast Consulting

is focused on helping organizations to enhance & maximize theirinvestments in IT. We deliver world class consulting & implementation



16/85

16


services in the realm of IT Service Management. We have extensiveexpertise and focused approach on ITIL (IT Infrastructure Library)

consulting and implementation.

Technofast Consulting began its operations in the year 2000, in UK as anindependent Software Development and Project Management Identity.Thereafter, it expanded its operations to Germany, Japan, Singapore andnow in India as a Global Management consulting and IT solutionscompany. With some major wins, we are now heading with a distinctivefocus on Consulting and Implementation services of hybrid solutions thatimpacts businesses and its customers.

Today, Technofast is one of the progressive IT consulting organizationswith:

Proven expertise in System Integration

24x7 global support and services center

Truly diverse workforce with Indians , Germans, English, JapaneseandSingaporeans in the team

Membership of acclaimed bodies like- itSMF, NASSCOM etc.

Technofast has been offering strategic partnership to its variousprestigious clients ranging from Global 500 Corporations to SMEs.

OUR VALUE PROPOSITION

Wehelp organizations to: Introspect areas of improvement in services, be it Internal or

External.

Discover technologies and processes that enable the improvement.

Successfully implement best practices solutions through our worldclass delivery.

Deliver a WOW feeling to the customers and employees.

VALUE ADDED OFFERINGS



17/85


18/85

18


Figure 5: Work areas of Technofast Consulting

OUR ALLIANCES

FrontRange is the market leader

Global presence, partners in 49 countries

Customers in 47 countries, etc.

Over 1.7 Million customers, over 150,000 companies, Strong brands: Goldmine, HEAT and ITSM

FrontRange architected for the distributed enterprise

Proven products/exciting roadmap

100,000s successful implementations

Prolific product plan/vision worthy of leadership


ISO 20000

Assessment &

Implementations

Perform a qualitative maturity

assessment of the IT process

ITIL Training &

Consulting

Experienced ITIL certified

trainer/consultant

Vertical specific consulting

Express Methodologies

CRM GoldMineUsed by over 1.7 million users and

130000 organizations in 49

countries

Business and Customer

relationship management

solutions

Provides opportunity

management sales and quota

management.

ITIL ToolsPromoting the best in class ITIL

complaints tools

Certified by the highest rank by

Pink Elephant Inc.

Strategic customization services

Rigorous R&D road Map of theproduct.

CUSTOMER

SUCCESS


19/85

19


CONTACT US

Technofast Consulting Solutions (P)Ltd

601, Tower-A, Signature Towers,South City-1, Gurgaon-122002, India

Ph: +91 124 4070671Fax: +91 124 2380467

[email protected]

AREA OF THE STUDYCUSTOMER RELATIONSHIP MANAGEMENT


Customer

Relationship

Management

software is now a

days one of the

most important

tools used in thebusiness

organization all over

the globe, its

market share is

increasing in a

multifold way, To

mange your

customers we needa complete

information system

and history with the

time and scheduling

features so that we

can provide our

customers a value

and they remainwith us for ever.


20/85

20


Echnofast Consulting is really a very productive and knowledge

based IT consulting firm where I came to understand the various

different I.T products marketing and technical aspects.

TCustomer Relationship Management (CRM) is now an essential part of thebusiness strategy, as the development of new technologies has increasedtremendously the possible benefits for large as well as small companies.

Today, CRM is an important leverage for your company to:

Improve the service delivered to your customers Improve both your customers' satisfaction and your customer

retention Identify and recognize your best customers Optimize the processes of your customer interactions, and thus

reduce costs Capitalize on your customer knowledge Win new customers

CRM (Customer Relationship Management) is an information industry termfor methodologies, software and usually internet capabilities that help anenterprise; it is an integrated sale, marketing and service strategies,which are based on the aim to optimize the customers benefit andrelationship at long sight. Basically CRM allows us to create a database ofthe customers which describe the relationship of the customers inadequate manner so that the different working function bodies of anorganization like top management, sales people or Marketing people andelse can access the customers at the required time period. It helps us toremind our customers with in time to time about the requirements andalso about the product what a customer has purchased.

How does it happen?It doesn't happen by simply buying software and installing it. For CRM to

be truly effective an organization must first decide what kind of customerinformation it is looking for and it must decide what it intends to do withthat information. For example, many financial institutions keep track ofcustomers' life stages in order to market appropriate banking productslike mortgages or IRAs to them at the right time to fit their needs.

Next, the organization must look into all of the different ways informationabout customers comes into a business, where and how this data is storedand how it is currently used. One company, for instance, may interact withcustomers in a myriad of different ways including mail campaigns, Websites, brick-and-mortar stores, call centers, mobile sales force staff andmarketing and advertising efforts. Solid CRM systems link up each ofthese points. This collected data flows between operational systems (like



21/85

21


sales and inventory systems) and analytical systems that can help sortthrough these records for patterns. Company analysts can then comb

through the data to obtain a holistic view of each customer and pinpointareas where better services are needed. For example, if someone has amortgage, a business loan, an IRA and a large commercial checkingaccount with one bank, it behooves the bank to treat this person well eachtime it has any contact with him or her.

The above Figure shows the function of the CRM performs it starts from

the suspects from the customer database and to generate the leads so

that with more fulfillment of their requirements we can convert them into

the prospects then the qualified leads are been sent to the next step that

is to arrange the meeting between the organizational people to the

customers where we can then define the quotes that whether which

customer is going to fall in which category there comes the order

generation step which inform us to now we have to provide then service

so that there should not be any type of dissatisfaction in the customers

mind and this process is repeated to time by time.

CRM and its features

CRM (Customer Relationship Management) is a information based system

used in organizations for methodologies, software and usually Internet

capabilities that help an enterprise manage customer relationships in

organized way. For example, an enterprise might build a database about


Figure 6: CRM Functions


22/85

22


its customer that described relationships in sufficient detail so that

management, salespeople, people providing service haps the customer

directly could access, remind customers of the service requirements,

know what other products a customer had purchased, and so forth.

According to one industry view, CRM consists of:

Helping an enterprise to enable its marketing departments to

identify and target their best customers, mange marketing

campaigns with information, match customer need with product

plans and offerings clear goals and objectives, and generate quality

leads for the sales team.

Assisting the organization to improve telesales, account, and sales

management by optimizing information shared by multiple

employees, and streamlining existing processes.

Allowing the formation of individualized relationships with

customers, with the aim of improving customer satisfaction and

maximizing profits; identifying the most profitable customers and

providing them the highest level of service,

By providing the means to manage and coordinate customers

interactions, CRM technology helps companies maximize the value of

every customer interaction and in turn drive improved corporate

performance,

In todays world, customer interact with an organization via multiple

communications channels-the Web, call center, field sales people,

dealers and partner networks. Many organizations also have multiple

lines ofbusiness that interact with the same customers. The challenge

is to make it easy for customers to do business with the organizationthe way the customer wants-any time, via any channel, in any

language or currency- and to make customers feel that they are

dealing with a single, unified organization that recognizes them every

step of the way.

LEVELS OF CRM

There are basically two levels of CRM

1. Operational CRM

2. Analytical CRM



23/85

23


Figure 7: Multichannel CRM Model

Operational CRM creates a database of customers and the activities

they have with you. It represents your relationship with the customer and

can be categorized by leads, potential clients, and referrals e.t.c. As off

the self contact management programs become more sophisticated, they

can fulfill these operational functions. For the sole proprietor or very smallbusiness, programs such as GoldMine or ACT! Provides basic

management of contacts, leads and opportunities. A mid-sized company

without an IT department may opt for something like Prophet, which

plugs into Microsoft Outlook. Small but geographically diverse

companies have found web based programs, such as Quick base, give

them link between offices.

Operational CRM systems can hold a wealth of information that can

improve relationship and support customers. But this system alone will

struggle to provide the deeper customer understanding required addingvalue to every interaction with each customer.

Analytical CRM helps you put the customer first, with suggestions about

data mining consulting and knowledge management solutions coming

from all divisions of Yoyr Company, its important to remember that the

customer is still your top priority. Thats where analytical CRM comes in.

Customer Relationship Management is the key to the ultimate financial

stability of a company.

Its possible to share CRM data with other businesses, thanks to rapid timewireless transfer. At the time, one should be careful; when storing ones


MULTICHANNEL CRM

MM

MULTICHANNEL CRM

MM

Customer

Informati

on

AnalyticsAnalytics

MarketingMarketingPartnersPartners

CALL CenterCALL Center

FieldField

WEB & EmailWEB & Email

Back

Office

Back

OfficeCUSTOME

RS

CUSTOME

RS


24/85

24


idea. Even though its cheaper and easier then ever to mine data the

customer demographic, but still one should follow the law and product

data security.



25/85

25


PROJECT DETAILSCAMPAIGN MANAGEMENT FOR CRM

Project on Campaign management for CRM allows a business to grasp the

significance of all its marketing programs currently in place. Details could

include

1. Who is being targeted?

2. What offers are they receiving?

3. How often should they be targeted?

4. Who is likely candidate for our additional offers?

Campaign management ensures that the same set of customers will not

be targeted too frequently and the interested customers will not be

ignored. It also allows the company to customer database.

The project gives me a direct interaction to the customers who are willing

to know and can buy the product in future

The whole project was performed in three steps

1. Emails

2. Couriers and Posts

3. Tele callings

Once the customers need and wants are taken care of, the next step I did

was the contact management related to the needs of the enterprise. Most

businesses have many different departments that have an interest incommunicating with customers.

I also feel the experience of Customer Experience Managementwhere I

come to know how often and in what manner they wish to be contacted,

Use every opportunity to collect information about potential and current

customers and.

Campaign Management with the software GoldMine was not only being

helpful to but also at the time all the different functions working in the

organization were able to perform their activities which were scheduleand alert alarms were set.



26/85

26


PRODUCT STUDYGOLDMINE - FRONT RANGE SOLUTIONS

GoldMine Software the way you want it

Over 1.7 million seats sold...

50% of the FORTUNE 500

76% of the FTSE

More than 80 vertical markets in over 40 countries

GoldMine Corporate Edition is the latest Customer RelationshipManagement solution from FrontRange Solutions and the award winningGoldMine product line. GoldMine Enterprise Edition offers a complete,modular approach that helps Sales, Marketing and Service organizationsreduce costs, drive revenue and improve overall customer interactions.

GoldMine Enterprise Edition is designed with innovative technology forgreater configurability and flexibility. These features, along with an


Figure 8: CRM Software GoldMine Login View

GoldmineCorporate EditionLogin page Viewwith the id JAINITI

G

M


27/85

27


inclusive dashboard and analytics platform, provide easy access tocustomer information with improved workforce efficiency. GoldMine

Enterprise Edition is built with interaction management capabilities thatleverage the latest integration technology. Interaction Management pullstogether all disparate pieces in order to create a winning solution,allowing firms to be more responsive to their customers needs, capturingmore new customers and deriving increased revenue from existingcustomers, all while driving down the costs. This combination ofinnovative technology and proven industry best practice creates andunprecedented solution that enhances your business, the way you want torun it.

Contact and Account Management: GoldMine

Enterprise Edition captures account, contact and prospect data, all in onerepository. A central customer data master helps automate customerinteraction business processes across all divisions since the data is all inone, central location. Users can access the entire history of a contact andtrack pending activities to be fully prepared for the next interaction with acustomer. Data cleansing tools are available to help clean up existing dataand remove the possibility of new data corruption. Integrate customer andcontact interactions with commonly used contact management tools, or

existing third party customer sources for greater efficiency. Improve salesteam effectiveness by sharing calendars and customer data. Use thepowerful searching and filtering tools for quick access to customerinformation.

Opportunity and Forecast Management:

Close more sales by creating and distributing an extensible SalesMethodology for one consistent sales business process. GoldMineEnterprise Edition allows managers to automatically assign Opportunitiesvia territories, products or an extensible business rule. Sales agents canactively work on their pipeline, either individually or with the help of their

sales team, from instantiation throughout the completion of the entiresales cycle. Follow a methodology, in which the application can help guideusers to schedule follow-up tasks, track customer interactions, or suggestinformation to help the close of sale. Refine your sales process throughsales analytics that show you what factors lead to won and lost sales.

GoldMine Enterprise Edition provides sales managers a comprehensivetool to manage their subordinates forecast. Upon forecast submission,sales managers can ensure accuracy and reliability by following thecompanies best forecast business process, either out of the box, or viaextensible business rules. Forecast management enables sales

organization of any size to clearly examine the health of their business inreal time in order to increase revenue and decrease costs.



28/85

28


Campaign Management:

Perform data segmentation in order to create groups, or lists of prospectsfor your organization to target. Use GoldMine campaign managementfeatures to create marketing campaigns for your customer facing agentsto initiate and generate leads. Marketing tools allow companies to trackmarketing budgets, launch campaigns, maintain campaign content andtrack the sales generated from each campaign. Goldmine marketingfeatures help ensure the quality of marketing activities, customerinteractions and increase the likelihood of cross selling activities.

The Power of Automating Sales and Marketing

Now a day in business the typical needs are as follows

Centralized Client Database

Meaningful Reports

Sales Forecasting

Broadcast E-Mailing

Task Scheduling

Document Management

But there are various typical problems also for a company

Repetitive Entry of Information

Cant find important information

Multiple systems in multiple offices

Duplicate information

Lack of communication



29/85

29


Building the Database

To have instant Information GoldMine provide a complete record

of the customers

Unlimited Contacts

Unlimited Notes


CustomizeMaintain critical

Maintain essential

Keep unlimitedcontacts

Keep unlimited notes


30/85

30


Unlimited Fields

Multiple Phone Numbers

Pending


Add unlimited User-Defined fields

Store unlimited phonenumbers

Calls

Meetings

To-dos


31/85

31


History

Details


Keep unlimitedinformation

Maintain History

Keep additional

Build relationships withDetails

Easy to find contacts based on adetail


32/85

32


Scheduling Keeping Your Promises

Scheduling Activities

Schedule Resources


Easy

Powerful

Calls

Meetings

NextActions

Schedule for

BookResources


33/85

33


Manage Your Activities

Viewing Your Activities


By Day

By Week


34/85

34


Viewing Your Activities


By Month

As a Planner

In an Outline


35/85

35


Built-in E-Mail

Easy Faxing

Letters


Integrated program

E-mails are linkedto the contact

One fax or sendblast fax

Easy touse

Built-in Internetmail

Select a

Effortless mailmer e


36/85

36


Labels and Envelopes

Automated Processes

Reports


Print envelopes

Follow-up letter

Fax

E-Mail

Print contactre orts

Built-in AveryTem lates

Set up an Automated

Use built-in


37/85

37


Address Lists

Built-in Efficiency Fast Data Entry

Easy To Import


Print your address

Create your own

Reduces typing

Eliminates humanerror

Keeps data

Use Dun &

Create custom reports

Use a built-in

Choose from adrop-downmenuUse any commonformat


38/85

38


Internet Contacts

The Power of Building Relationships

Queries


Route throughan automatedprocess

Identify your

Easy to import fromother contactmana ers

Add a form toyour web site

ImportInternet


39/85

39


GoldMine for Sales

Sales Analysis

Forecasting


Give them what they

Search on any other field

Perform Internet Lookups

Graph yoursales

Create a salespipeline


40/85

40


Opportunity Management

Scripts

Robust Security


Calculate potentialsales

Track detailed

information about an

Reduce training time

Create a telemarketingscri t


41/85

41


Info Center

Creating a Marketing Machine Create a Corporate

Identity

Custom Envelopes


Maintain anelectronic bulletin

Customize allcorrespondence

Limit access tocertain parts of therecord

Price Sheets

Product Sheets

Forms

Add Logos ToTemplates

Create custom envelopes andlabels


42/85

42


E-Mail Marketing

E-Mail

Easy Faxing


Send broadcast e-mails

Create a broadcast No printing orosta e

Easy to fax

Add attached files

Select a

Tem late


43/85

43


Mailings

Importing Data

Dun and Bradstreet

Phone Disks

Mailing Lists

Visitors to the Website

Other Contact Managers

Exporting Lists

Merge/Purge


Send one fax or send

blast fax

Use standard faxprograms

Send to one contact orall contacts

Use Microsoft Word

Merge contact

Personalize

Easy to exportrecords

Export in common

formats


44/85

44


GoldMine and the Interne Internet E-Mail

Exchanging Data Synchronize


Automate the

Combine Data Check for

E-mails are linkedto the contactrecord

Send low-costmessages

LA

N

Built-in Internetmail


45/85

45


Leads from the Internet

Automated Processes

Schedule a Phone Call

Send a Letter

Schedule a Follow-up Meeting

Send a Package


Use the Internet tosynchronize

Add a form to your web


46/85

46


Send a Confirming Fax


Automate yourroutines

Automatically schedule a

Automatically send a


47/85

47



Automatically schedule a Automatically send a

Automatically send an e-mail


48/85

48


GoldMine for the Company

Keep Information Up-to-Date

Eliminate Inefficiencies

Improve Customer Service

Increased Sales

Build Customer Loyalty

Encourage Repeat Business

GoldMine provides basically three more effective areas for the business

houses

1. Marketing Automation

2. Sales Management

3. Customer Support Relationship Management

GoldMine also helps you in different activities to perform some are listed

below

Contact Management

Activity/Interaction Management

Opportunity Management

Forecasting/Pipeline Management

Sales Methodologies

Integration with external data sources



49/85

49


Quota Management

Configurable E-mail interaction

Literature Fulfillment

Remote Access

Campaign Execution

Campaign Analysis

Lead Import

Lead Distribution

Lead Analysis

Automated marketing Process

Holistic View of marketing activities



50/85

50


FINDINGS OF THEPROJECT

GOLDMINE = CURRENT CUSTOMERS

Its a sad fact that many companies are continuallylooking for new customers and not recognizing theGoldmine that lies within their current user base.

The Operating Lease Customer Retention Programhas been designed to mine your entire current clientbase, systematically providing advanced notice of up-grade opportunities. These notices contain detailedfinance proposals to allow your sales team to easilyupgrade your customers current equipment to yourlatest technology.

Customer Retention is one of the most challengingand rewarding aspects of Business Equipment sales. The long-term investment in customer retention

improves your business and allows your company toplan for growth into the future.

Our Customer Retention Program is based onManaging the Entire Customer Lifecycle. Financeprovides an ideal tool for being able to lock in your customer base overthe long term.

Enterprises Continue To Invest in CRM, but Buyers Are cautious

Enterprise Challenges Fuel Demand for CRM Solutions


Current Customers are

the lifeblood of any

business while going with

the project I come to know

about the most precious

thing for an organization and

that are their current

customers, the biggest

favourable fact to this is that

we have spend least for our

existing customers and if

they are with us they let

other many customers to

come, because they

communicate to themselves

and discuss about thesatisfaction whatthey havealreadyachieved from us.


51/85

51


Desire To Leverage Past Investments Makes Buyers Careful About NewSpending

The CRM Applications Market Will Grow At a Moderate Pace

Spending Will Remain Steady, With Services Taking an IncreasingShare Changing Buyer Interests Will Spur Faster Growth in SelectedAreas

Ares where GoldMine is masters

While working with GoldMine CRM solution I came to understand the

importance of Time management, there it helps all the different functions

working in organization to connect in a one time solution, I was able toperform the work and if the client is needed to e called or meeting or any

other performance it was directly being scheduled to the next department

and their the information was received and the next activity was

performed with a RSVP report.

Marketing Automation: GoldMine focuses marketing effort withthe help of campaign management where we can create new campaign

that automate marketing tasks and generate more leads. It creates more

effective and repeatable marketing campaigns with campaign manager.

It track activities and contact associated with a marketing

campaign

Improve conversion rates by auto mating tasks, such as mail

merges, email merge, scheduling and more.

Create more timely campaign

Analyze the effectiveness of a particular campaign



52/85

52


Sales Management: GoldMine also helps you make the most ofyour valuable sales time by.

Simplifying the management of your contact

Optimizing scheduling and task management

Keeping track of your sales opportunity

Helping you manage and analyze your sales goals

Customer Service Support: GoldMine align sales support and

Marketing with the centralize account and contact information to makesbetter real time decision which enables you to keep constant

communication with customer.

Activity pursue, manage and resolve service issue

Powerful notification capabilities

Comprehensive service Dashboards

Decrease Support costs

Improve Customer satisfaction

Variety of access points

GoldMine Successful Editions

GoldMine is available in four different editions in the market where the

enterprise edition is the latest and with more interactive features for theenterprises.

GoldMineStandard

offers individuals and small teams a robust, quick-start CRM solution.

Field-proven by hundreds of thousands of users, GoldMine Standard

delivers the most-needed CRM features. This value-priced business

tool quickly pays for itself in increased sales. It is the only GoldMine

solution available for online purchase



53/85

53


GoldMineCorporate

is a CRM workhorse designed for small businesses. With robust

functionality, low total cost of ownership, and agile integration

capabilities, GoldMine Corporate provides a full-featured solution for

organizations that do not require the more extensive configuration

capabilities of GoldMine Premium.

GoldMinePremium,

an enterprise-class relationship management system, with pricing and

features designed for the mid-market, although some small businesses

with complex business processes may choose GoldMine Premium. Easy-to-

deploy service support and interaction management features ensure quick

ROI.

GoldMineEnterprise

the newest member of the GoldMine relationship management product

line, designed for mid-market and enterprise organizations. Combining the

latest in access, delivery, and integration capabilities, GoldMine Enterprise

allows you to redefine your business relationships and reinvent your sales

process.

GoldMine Editions Comparative analysis



54/85

54


Success story of GoldMine

GoldMine is now used in more then 70 verticals

It is used in 49 countries all over the world

Preferred by 154 different sectors

Currently 1.7 Million users

And used in 1,30,000 organizations


Figure 9: GolgMine Edition Comparative Analysis


55/85

55


Figure 10: GoldMine Is Used in More Than 70 Industries

A Global Partner Network

203 Certified GoldMine Partners in 40+ countries


Figure 11: Global presence of GoldMine


56/85

56


GoldMine Partners

Tools for Customer Retention

Most banks and finance companies can provide equipment finance. Butnot all financiers want to be involved in helping you win sales. Not allfinanciers keep the Retention of your Customers as their end goal.

When was the last time your bank or finance company called you to tellyou about a possible sales lead?

The Customer Retention Program provides your sales team details of up-

grade customers each month. Potentially with this tool, they could have50% of their monthly sales budget locked in. This makes reaching their



57/85

57


targets easier and enables them to spend more time concentrating onnew prospects.

Our upgrade program can utilize your current customer base to extractthis information immediately. Alternatively, we can develop this tool overthe long term once our finance program has been implemented.

Our Finance Contracts can be adapted to meet your customers changingneeds, even allowing for existing contracts to be varied to add or removeequipment, as the customers requirements change.

An important aspect of the Customer Retention Program is that our

systems have been designed and modified based on years of experience.But it has also been designed to be adaptable - so our Customer RetentionProgram can be tailored to out your current business systems.

COMPARATIVEANALYSISGOLDMINE - FRONT RANGE We invented CRM again

There are mainly two biggest competitors with Goldmine who are giving

neck to neck competition


ACT!

ACT! is the worlds best sellingCRM system. An entry-levelsolution yet offers many of the

tools seen in advanced products.ACT! is available in 3 versions forsmall to medium sizedorganizations:

ACT! 2007 (v9) standard versionsupports between 1 10 userssharing the same contactdatabase.

ACT! Premium for Workgroups greater scalability andperformance for larger teams andworkgroups with higher volumes of

data. Available in 2 editions (EX &ST) for flexible deployment options

ACT! Premium for Web onlineaccess through a web browser.Deployed as standalone solution orin combination with ACT! Premiumfor Workgroups.ACT! is an easy to use, intuitiveCRM s stem and is articularl well

GoldMine is a mid-market solutionproviding an extensive array offacilities and tools including

indepth reporting capabilities andenables much greater control overuser access. Designed for mediumsized companies or departmentswithin larger corporations.

GoldMine Corporate built onMicrosoft SQL architecture.

GoldMine Premium SQL based.Features an improved interfacecompared to Corporate Edition andincludes inbuilt Service & Supportmodule. GoldMine is an advanced

product which can exchange datawith other internal data systems.GoldMine is best suited tocompetent computer usersalthough customization of theinterface is possible for beginners.Also available: GoldMine EnterpriseEdition (See p6)

Sage CRM is an advancedCustomer RelationshipManagement system connecting

teams within an organization to 1central database. 100% web basedfor fast deployment with an easyto use interface. Available in twoeditions:

Sage CRM Standard Edition designed for sales teams withbasic marketing requirements.

Sage CRM Advanced Edition incorporating Sales, CustomerService & Helpdesk, MarketingCampaign management. Suitable

for any sized organization andespecially well suited to multiplesite implementations and wherereal-time integration with otherinternal data systems is required.Sage CRM is an advanced productbut ca be used by beginners andadvanced users alike. AlsoAvailable as a hosted system,Sa eCRM.com.

GoldMine SageCRM.com


58/85

58



The look and feel can becompletely redesigned andfeatures removed or hidden asrequired. Each user has a personal contactrecord which is displayed uponstarting ACT!

Intuitive design of interface withseparatescreens for Contacts & Companyrecords. Fields options include drop downlists, image and memo fields plusyes / no tick boxes.

Of the 2 editions, the CorporateEdition has a more complex userinterface. GoldMine PremiumEdition offers a more modern look& feel. The applications are built inmodules and each component can

be enabled or disabled for all orsome users. My Goldmine provides awelcome page with basicdashboards including to-do lists,recent contacts and headline salesopportunities.

Easy to navigate web interface.Featuresseparate pages for contacts,companies, plus an ability todefine custom record types. Modular design enables interfaceto be tailored for each user or

team. Change the terminology of theproduct (fields & menus) to reflectyour business terms. My CRM & Team CRM viewsprovide at-a-glance daily to-dolists, recent contact activity and

ACT!

Create formatted templates usingMicrosoft Word and personalizewith contact detail. (Web editionrestricted

Create formatted templates usingMicrosoft Word and personalizewith contact detail.

Create formatted templates usingMicrosoft Word andpersonalize with contact detail.

GoldMine SageCRM.com

Single click outputs to Excel frommost list views withautomatic formatting & pivot tablecreation.

Direct outputs to Excel from mostlist views.

Direct outputs to Excel from mostlist views.

Create hot-links to client websites.Launch web-pages based oncurrent record info (e.g. mapviews, weather reports).

Hot-links to client websites. Launchweb-pages based on currentrecord info (eg map views, weatherreports), and display web pages

As a web-based product, SageCRM can beIntegrated with virtually anywebsite or service.

Designed to work with existing e-mail client software, or directconnection with POP3/SMTP server. Can send one-off or bulk e-mails& HTML graphical email templatesreports).

Designed to work with anyPOP3/SMTP e-mail server. Can Send one-off or bulk e-mails& HTMLGraphical email templates.

Designed to work as own e-mailsystem although can work withexisting e-mail client software ordirect connection with POP3/SMTPserver. Send one-off or bulk e-mails & HTML graphical emailtemplates.re orts), and dis la web a es


59/85

59


Goldmine Competitors Analysis

While working with GoildMine I came to know about many other CRM

products available in the market which are also having different featuresand limitations, few major compitetors I have selected and written their

strengths and weaknesses.

ACT!

STRENGTH

Market Leader in contact management

Ease of use


Inbuilt Outlook integrationconnecting Goldmine andOutlook for a complete emailhistory.

Compatible with Lotus Notes 6.5email.reports).

Can be configured to send e-mailsbut by-passes Lotus Notesdesktop. Third party calendarintegration options available.reports), and display web pages

Full Lotus Domino Integrationincluding automated server-levelcalendar synchronization.

Can send/retrieve e-mails throughExchange reports).

Extended Integration Servicesavailable for Corporate Editionconnecting Exchange Server &GoldMine Server for 2-waycalendar synchronization betweenGoldMine and Exchange users.

Can send/retrieve e-mails throughExchange

Send emails from ACT! via Outlookto keep a copy in sent items andapply to the ACT! contact history.Or, add your ACT! address-book toOutlook & ACT! Will automaticallyattach sent emails to ACT! Alsocreate

Seamless e-mail & calendarintegration, plus Solo off-linecapability built into MicrosoftOutlook. E-mails created inOutlook are automaticallycaptured into the MMEcommunication history log.

Flat-file default structure withoption to add relational tables viaprogramming. Unlimited user-definable contactfields including text, numeric, date,

Flat-file field structure withpredefined relational dataelements and up to 233 user-definable contact data fieldsincluding text, numeric & date.

Capacity to customise & add fieldsto virtually everypart of the product.

Fully customizable screen-template interface with support forcolor, fonts and business logos

Customizable document and reporttemplates.

Configurable screen-templateinterface, with basic modifications.Customize doc. & report

templates. Customizable RecordTypes allows separate field profilesto be configured for each type ofcontact. (e.g.prospects, customers, suppliers

Look and feel of Sage CRM isfixed, however the entire structureof the product can be tailored to

meet requirements. Ability toinsert web-feeds into screens,display report data etc.


60/85

60


Access to financial resources of best software and its parent sage

group.

WEAKNESSES

Limited collaboration, sales and marketing capabilities

Market precipitation as an individual contact manager.

Lack of seamless upgrade path (requires learning new application

when upgrading to salesLogix)

Which ways GoldMine scores over ACT!

Team based functionality

Application Performance

Limited upgrade path

More scalable solution 50 versus over 1,200

SalesLogix

STRENGTH

Solid front-back office integration with Best products

Access to financial resources of best software, and its parent Sage

group.

WEAKNESSES

Lack of seamless upgrade path (requires learning new application

when upgrading from ACT!)

Not .NET architected, can be positioned as behind the curve


Lack of investment in the product



61/85

61


Integration capability is included with GoldMine and is not an

odd-on module.

GoldMine includes features like Record Typing and GM + view

that are unique

GoldMine is highly customizable secure with features like

curtaining.

GoldMine contains a built in Telemarketing scripting function;

its very powerful and included in the core product.

GoldMine can integrate with the new IPCC product just nowbecoming available to the market. This is powerful

combination for any company that rules a call center and is

looking for state of the art Voice IP combined with an award

winning CRM product with over 1.5 million users.

Maximizer

STRENGTH

Offers a web based client and portal interface

Strong e-commerce capabilities

WEAKNESSES

Limited reach outside Canada

Disadvantage by relatively small size ($ 12M annual revenue)


Requires investment in training or customization

Lacks unified view of sales matrices

Fully integrated solution is expensive

GoldMine campaign management allows for pre-emptive

events, a very powerful capability. The Maximizer products

are sequentially based and does not allow for pre-emptive

event processing.



62/85

62


GoldMine includes features like Record typing and GM + view

that are the unique one.

GoldMine is highly customizable and secure with features like

curtaining.

GoldMine contains a built in Telemarketing scripting function,

its very powerful and included in the core products.

GoldMine can be integrate with the new IPCC product just now

becoming available to the market. This is powerful

combination for any company that runs a callcenter and is

looking for state of the art Voice Over IP combined with an

award winning CRM products over 1.5 million users.

SalesForce.com

STRENGTH

Hosted application

Low cost of services

WEAKNESSES

Horizontal application with limited ability to customize

Requires sensitive data to be stored outside the user organization

Ways which GoldMine scores over SalesForce.com

The true cost of ownership

Concern about your data not being within your firewall

Data retrival

Microsoft CRM

STRENGTH

4.2 Million users in the MS Business solutions unit with low CRM

penetration



63/85

63


Large channel of 1,000 certified partners

Marketing and development resources (> $40 Billion cash on hand)

Reputation for product excellence by version 3 is strong enough to

freeze the market or win business now.

WAEKNESSES

Cost and complexity of deploying Exchange server and active

directory (required)

Growing belief MS is just passing through the SMB space on its wayto upper markets

Outside of their core competencies

Ways which GoldMine scores over SalesForce.com

GoldMine has a very robust functionality

Out of the box functionality that can be configured andcustomized some MSCRM customer have experienced very

high implementation costs.

MSCRMS requires a very high level of security in order to

implement.

Concurrent licensing Vs. named licensing

Solution is very Microsoft centric.

CRM INDUSTRY ANALYSISCRM SOLUTIONS IN SMALL AND MIDDLE MARKETS

There are basically three types of markets under CRM industry enterpriseMarket, Midmarket and CRM specialty tool market.



64/85

64


Enterprise CRM suites. This category comprises vendor solutions

primarily targeted towardorganizations with revenues of more than $1 billion per year and/or morethan 1,000 employees. CRM vendors focused on the enterprise-classorganizations typically offer a full range of functionalities, can scale toserve large user populations, and offer support for multiple languages andcountries. They offer their products primarily through the traditional on-premise license model. However, several of the leading players now offerhosted and SaaS deployment options.

Midmarket CRM suites. This category comprises vendor solutions

primarily targeted toward the SMB market organizations with revenuesof less than $1 billion per year and/or less than 1,000 employees. CRMvendors in this group also offer a breadth of CRM functionalities, but theseoften have more limited capabilities in specific areas and are simpler touse than solutions built for the enterprise market. These vendors are lesssuitable for large-scale global deployments. Vendors in this group alsooffer a variety of deployment options, including on premise license,hosted, and SaaS. Some vendors in this category have upgraded theirsolutions to be more suitable to enterprise-class buyers and are gainingacceptance in that segment as well.

I am going to focus for the CRM small and mid market where in theMidmarket CRM suitesCRM suites appropriate for firms with revenues less than $1 billion/yearand/or less than 1,000 employees, Few of the important CRM companiesare listed below in which GoldMine corporate edition comes at thesecond level in Midmarket CRM suites.

Entellium GoldMine Corporate Edition Maximizer Enterprise Microsoft Dynamics CRM

NetSuite Oracles Siebel CRM Professional Edition Oracles Siebel CRM On Demand Pivotal CRM RightNow Sugar Enterprise SageCRM salesforce.com Soffront CRM Suite

Small and medium-size businesses (SMBs)



65/85

65


Defined as firms with 1,000 employees or fewer show the most appetitefor CRM. Forrester expects the SMB share of vendor revenues will expand

from todays 33% to 38% of the total market by 2010, reaching $4.2billion as firms seek to drive growth, profitability, and better customerexperience.2 Many of these firms are purchasing CRM for the first time,moving off of a hodgepodge of standalone contact managers, Excelspreadsheets, and paper to more sophisticated, centralized CRM. Inaddition to the strong demand for midmarket CRM tools coming fromSMBs, many divisions of larger enterprises are looking to midmarketappropriate solutions when they find corporate CRM deployments toodifficult to use or too difficult to keep up-to-date with changing business

processes.

Midmarket CRM evaluation Overview

CRM industry is being evaluated by various different criteria according towhich we can understand that which CRM solution is how much up to yourneeds and fulfillment. There are lots of evaluation criteria but few arelisted below divided in to three parts.

1. Current Offering, 2. Strategy, 3. Market presence

1. Current offering. We looked at the breadth of each vendors productoffering, global capabilities, and adaptation to specific industryrequirements. We evaluated vendor customer data management abilitiesand usability. Cost and the strength of their technology platforms andtools were also important considerations.

2. Strategy. We looked at the strength of each vendors product strategy

and vision and how they intend to be leaders in the enterprise CRMmarket. A very important set of criteria were focused on the means by


Figure 12: Midmarket Deployment Structure


66/85

66


which vendors seek to deliver a satisfactory application ownershipexperience to their customers and how long it takes customers to realize

value from the solution.

3. Market presence. We gauged the size of each vendors customerbase and evaluated the depth of human and financial resources availableto enhance their products and serve customers.

CURRENT OFFERING



67/85

67


STRATEGY

MARKET PRESENCE

Figure 13: Evaluation Criteria

Vendors on the evaluation Criteria



68/85

68


The vendor offers functionality in a minimum of three of the following CRMsub disciplines and tools: customer analytics, customer data

management, customer service, eCommerce, field service, marketing,partner relationship management, and sales force automation.The vendor targets SMBs or divisions of large enterprises.The solution was generally available at the time of data collection for thisevaluation with at least three references available for contact.

Vendor Product Evaluated Version ReleaseDate

Figure 14: Evaluated Vendors: Product Information and Selection Criteria

Midmarket CRM vendor comparison



69/85

69


Risky Belt Contender Strong Performer Leaders

STRONG

CURRENT

OFFERING

WEAK

WEAK STRATEGY STRONG

This evaluation of the midmarket CRM suites market is intended to be astarting point only. Readers are encouraged to view the detailed product


Figure 15: Forrester Wave: Midmarket CRM Suites, Q1 07


70/85

70


evaluations and adapt the criteria weightings to fit their individual needsthrough the Forrester Wave Excel-based vendor comparison tool.



71/85

71



Figure 16: Performance Chart


72/85

72


Vendors Profile

Leaders

RightNow. RightNow has strong CRM capabilities across all corefunctional modules sales, service, and marketing and has positioneditself as a tool that enables firms to deliver world-class customerexperience across all types of customer interactions. RightNow is rare inits ability to offer the same solution as on-premise or SaaS and to offersubscription pricing or traditional licensing regardless of deployment

option. The vendor has a unique focus on embedding artificial intelligenceinto its solution through research being done in its RightNow Labs division.

Oracles Siebel CRM Professional Edition. Oracles Siebel CRMProfessional Edition offersBest-of-breed CRM to the midmarket with a focus on verticals, includingfinancial servicesand healthcare. Professional Edition has a similar look and feel to Siebelson-premise product, meaning an easier transition path for companies thatoutgrow the midmarket offering. On the downside, competition from the

enterprise product and Siebel CRM On Demand, as well as ongoing post-Oracle acquisition activity, may mean a diluted focus on ProfessionalEdition.

Salesforce.com. Salesforce.coms Salesforce continues to provide aneasy-to-use, strong SFA functionality and has been expanding itscapabilities in areas like customer service, partner relationshipmanagement, and marketing features. The vendor also has best-of-breedmobile device support since its acquisition of Sendia in the first half of2006. Touting its solution as CRM for everyone, the vendor doesnt offerdeep industry-specific editions, which can mean unnecessary work on

customers plates when they have to start with a generic deployment andcreate their own verticalization.

Microsoft Dynamics CRM. Microsoft has shot gunned from a middle-of-the-pack offeringin Forresters 2005 midmarket SFA evaluation to a market leader in the2007 CRM suitesevaluation. In addition to leveraging the strong Microsoft brand name,Dynamics CRM alsoexcels at leveraging a range of Microsoft products to enhance CRMcapabilities. DynamicsCRMs UI is modeled after Microsofts popular Outlook email client,meaning a familiar user



73/85

73


experience, shorter training time, and higher adoption rates. DynamicsCRM also leverages

Microsoft tools like SharePoint and SQL Server Analysis Services to deliveradditional value.

Oracles Siebel CRM On Demand. Oracles Siebel CRM On Demandoffers strong SFA,customer service, marketing, and for an additional fee integratedcontact centerfunctionality like caller ID, availability-based call routing, and call transfercapabilities. Thevendor focuses on verticals like wealth management, insurance, high-

tech, automotive, andlife sciences and already offers deep industry-specific editions in thoseareas. The vendoralso provides a hosted data warehouse for more advanced historicalanalytics. Siebel CRM On Demand still has some gaps in customizationcapabilities like limits on number of custom objects, making it moredifficult for firms to manage industry-specific entities such as addagencies in the media sector or suppliers to manufacturing companies.

Tech Choices | The Forrester Wave: Midmarket CRM Suites, Q1 2007 2007, Forrester Research, Inc. Reproduction Prohibited February 21,

2007

Strong Performers

Entellium. Entellium offers strong sales automation and service with astrong focus on usability, customer support, and cost-effectiveness.Entellium has continued to build out its task-based UI to include featureslike activity sets and recently released a smart client. The vendor has aninnovative modular pricing model and bundles features like wirelessaccess, API access, and partner portals to offer one of the lowest prices on

the market.9

NetSuite. NetSuite is a strong all-in-one front- and back-office solutionspanning enterpriseresource planning (ERP), accounting, and eCommerce. The solution is bestfit for industries like distribution, high-tech, online retail, and wholesalethat require tight integration between the front and back office.10

Maximizer Software. With its full CRM suite, partner portals, andcustomer self-servicecapabilities, Maximizer is appropriate for smaller firms and divisions

looking for a completeCRM solution with a low price tag.



74/85

74


Sage SalesLogix. Sage SalesLogix is the Sage Software offering

targeted at the upper midmarket. The product offers strong all-aroundsales functionality and full offline capabilities, and it has a healthy networkof partners that offer implementation services and complementaryproducts like prebuilt connectors and mobile device solutions.12

FrontRange. FrontRanges GoldMine, one of the original contactmanagers, provides adequate SFA capabilities through the GoldMineCorporate Edition. This solution will meet the needs of most smaller firmsand divisions but lacks the breadth required by larger enterprises.GoldMine plans to release Enterprise Edition in early 2007 to meet a more

complex set of needs.

Onyx. Onyx competes primarily in the upper midmarket and smallenterprise segments,specializing in verticals like financial services, government, andhealthcare. The productsgreatest strengths are its process focus and customization capabilities,but this also means more effort to implement, maintain, and upgrade.14

SageCRM. Known as ACCPAC CRM until recently, SageCRM is a truehybrid solution. It is

owned by the same parent that owns ACT! and Sage SalesLogix, whichsimplifies the migration path for firms that start with the low-end ACT!offering and move up to SageCRM as well as for firms that outgrowSageCRM and need to move to higher-end Sage SalesLogix. The producthas adequate built-in functionality but lacks sales-related functionality likea sophisticated content repository and product catalog.

SugarCRM. SugarCRM provides open source CRM, allowing firms to getfree code to manage basic sales, service, and marketing activities andoffering more sophisticated solutions like Sugar Professional and SugarEnterprise for a fee. The open source model means that firms have thefreedom to build on that code using their own IT resources or use add-onsthat are available

Tech Choices | The Forrester Wave: Midmarket CRM Suites, Q1 2007 2007, Forrester Research, Inc. Reproduction ProhibitFebruary 21, 2007edthrough open source CRM partner and developer communities. Opensource CRM promisesfreedom from vendor lock-in, flexibility to tightly map the software tobusiness processes, and extensibility to grow with changing business

needs. On the downside, the solution requires a fair amount of IT resourceto maintain and isnt backed by the deep pockets of a Microsoft or an SAP.



75/85

75


Contenders

CDC Softwares Pivotal CRM. Pivotal has a strong CRM productgeared toward the uppermidmarket. Pivotal has strong all-around CRM functionality and a best-of-breed marketingcapability thanks to its acquisition of MarketFirst. Pivotal has strongcustomization andintegration capabilities but lacks the out-of-the-box readiness that manysmaller firms desire.

Soffront. Soffront is a smaller vendor that provides a flexible, modernarchitecture that cansupport highly complex processes. On the downside, the vendor doesntprovide as much out-ofthe- box, preconfigured functionality as some of itsmidmarket competitors, meaning more work to get the solution up andrunning. And, the vendors smaller size translates into gaps in areas likeindustry-specific offerings and prepackaged, formalized professionalservices.

Business World has now understood the importance of CRM and nowsoftware products of CRM is also meeting the general criteria forclassification as an analytic application. These criteria are:

Business process support. This condition relates to packagedapplication

software that structures and automates a group of tasks pertaining to thereviewand optimization of business operations (i.e., control) or the discovery anddevelopment of new business (i.e., opportunity).

Separation of function. This condition means that the applicationcan function

independently of an organizations core transactional applications (it can

be dependent on such applications for data and might send results backto these applications).



76/85

76


Time-oriented, integrated data from multiple sources. The

applicationExtracts, transforms, and integrates data from multiple sources (internalorexternal to the business), supporting a time-based dimension for analysisof pastand future trends, or it accesses such a database.

Worldwide CRM Analytic Applications Revenue Share byRegion

Figure 17: Revenue Share of World Market. Source: Competitive Analysis by IDC

RECOMMENDATIONWHY CRM SOLUTIONS WILL BE DEMANDED IN FUTURE?

As far as I am concerned to the project I will say that executives have to

be prepared to engage themselves personally in the implementationprocess of the Customer Relationship Management. They need to


Asia/Pacific

EMEA

Americans

8%

60.6

%

31.4

%


77/85

77


communicate to their employees and ask them how this project would

improve customer satisfaction, reduce work frustration, and make

employees job easier. There for it is very important that the organization

ensures the sponsorship of the key executives whose areas are going to

be affected by CRM implementation.

CRM solutions is more then a technologies now, with CRM one is operating

in a different dimension of competition finding products and services for

customers, as opposed to finding customer for the products and services

the company sells. The technology is crucial, but its also important to

have managers with the vision to imagine what this technology the

enterprise is to achieve.

No doubt right now the Indian market is not such active to acquire and

adopt the solutions of Customer Relationship Management, but with in 2

to 3 years time span there is going to be a great demand of CRM

solutions, only the reason is to manage the customers with only the

limited scopes but o provide them a value proposition which could make

them feel that really I am getting what I am in need.

CRM not only provide you a instant reply technique but a faith in

customers mind that this is only company which can fulfill their futureneed.

I would like to say that there is any type of marketing done we need a

loyal customer where a small proposition of customer database about 20

% or less accounts for a disproportionately high proportion about 70-80 %

of its revenue and profits, so while managing the customer relationships

is identification of these key customers, so we should always have to

identify those customers and focused then in a perfect manner.

CONCLUSION

CRM SOLUTIONS HOW MUCH NECESSARY?



78/85

78


In conclusion, it is said that effective customer relationship management

is not just the function of infrastructure and facilities, technology and

information, comfort and food, and people and warmth. Its a process a

process of planning, organizing, staffing, coordinating and controlling and

budgeting. And, the process needs to be managed most efficiently for the

best of results.

I would like to say finally that a well-structured customer relationship

management can provide a wealth of invaluable market intelligence that

human nature will not otherwise allow access to. Properly done, it can be

a means of establishing performance benchmarks, measuring

improvement over time building individual customer relationships,identifying customers at risk of loss, and improving overall customer

satisfaction, loyalties and revenue. If a

campaign management for crm

Documents