Hidden ROI: Leveraging CRM across Your Business

Scott Thomas - Idle Tools Corp

Overview

CRM – More than what most think Time Based ROI Hidden Dollars ROI Company Performance ROI

CRM – A Limiting Perception

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.

CRM + Cloud + Integrations = Solution

Centralized Information

Access or Contribute Information from

Anywhere

Integrate with additional systems

SOLVED MY RECURRING DATA QUESTIONS ISSUE

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

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

TIME Based Time is Money……

Time Based ROI #1: Reduce Salary Leak

Decentralized Information

Its in my noggin!

Searching, Collecting, Waiting, Re-Doing

Time Based ROI #2: Eliminate The Spreadsheet Rodeo

One Time Use Wasted Time Not Sustainable Stored Inconsistently Versioning One User at a Time Time Consuming Consolidations Always Start from Scratch

Time Based ROI #3: Eliminate Patchwork Processes

Email Based Spreadsheet Based No Reporting Inconsistent User Unique Poor Documentation Time Consuming

Time ROI #4: Centralization of Databases

Email Marketing Services Survey Services “Marketing” Lists Market Intelligence Tools ERP/MRP systems

WHEN CORE DATA (ACCOUNTS/CONTACTS) VARIES, TIME WASTE IS INTRINSIC

Hidden Dollars ROI

Hidden Dollars ROI #1: Marketing Funds

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

At the mercy of others processes

Its not a focus of anyone….. Document times, conversations,

values, and promises Provide Reports, create alerts Ensure legal documentation Speed collections Documentation is king

Hidden Dollars ROI #2: Product Claims

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

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

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

Company Performance ROI

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

Company Performance ROI #2: Lead Management

Optimize Tradeshows – get your money’s worth Make good on your marketing investments Provide value to customers

Company Performance ROI #3: Providing Value to Key Suppliers

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

To maximize ROI of a CRM system, you need to consider all aspects of your

business!

Rolling Out CRM – Quick tips

Getting Started & Rolling Out

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

Recipe for Success

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

Recipe for Failure

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

Driving User Adoption

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)

Thank You!

• Scott Thomas• CRM Implementation Services• (919) 455-5987• scott.thomas@idletoolscorp.com

Hidden ROI: Leveraging CRM across Your Business

Scott Thomas - Idle Tools Corp