CRM Key Considerations

If you’re going all out, you might as well have a plan…

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Customer Profiling Definition: The ability to record customer

demographics and ERP system data

Customer operation/market details

Customer AR Profile: Ability to quickly pull up past, recent sales by category: service, rentals, parts, machine (new & used)

Customer Fleet Profile: key field created for # of machines, class of machines

Activity Management Definition: The ability to efficiently record all

activity by Account, Contact, and/or Opportunity/Lead.

1: Categorize pending activities with activity code and completed activities with result

code for management reporting- # of leads by rep, follow-up activities, default reporting

for leads not followed up on.

Activity Management

2: Real-Time alerts in application or to mobile devices- instant paging of leads with key information required in contact

form from webpage (for example, zip code, send directly to the rep that manages that

territory.

Activity Management

3: Time and Territory management assistance- filtering capabilities to review

key accounts by rep, by territory, in descending $ of sales, # of machines etc.

Opportunity Management Definition: The ability to track sales opportunities from

inception to completion

1: Real-time visibility into all sales activities, including product and services information and revenue details- ideally, to justify marketing ROI, you would be able to take a snapshot of current customers, then track new

customers that are entered as a web import, then analyze these leads 6-12 months downstream to

determine sales volume, profit (assuming averages only by department: sales, parts, rentals, service)

Opportunity Management

2: Forecasted Sales to better predict, manage, and analyze a sales person’s

pipeline- lead management reporting that was literally as easy as clicking on a button

that lets a manager review all leads, by rep, and blend with existing sales quotes

from ERP system, or contact management system

Opportunity Management

3: Track Sales Quotas

4: Measure Awareness / Closure Ratio tracking

Lead Management Definition: The ability to track leads from

multiple sources1: Integration to internal sources like

company website2: Lead Qualification process- good lead,

bad lead, follow-up in 12 months etc.3: Automated lead response systems-

electronic response mechanisms (expedia, amazon forms)

Lead Management 4: Automated Lead Distribution- automatically

to rep, day-end summary to internal fulfillment center (individual to manage the mail out of fulfillment brochure, business card, magnet)

5: Lead conversion tracking by source- manual process by comparing leads generated to closed sales, but would need to be a report that is generated each month so internal personnel can compare with closed sales from commission reports etc.

Campaign Management Definition: The ability to plan, execute and

track marketing campaigns1: Create Market segmented lists by

demographics or product interest- key fields need to include SIC codes, # of employees

2: Campaign budget tracking- key goal is to get senior management to see this initiative as the creation of a sales pipeline, not as a “marketing expense” as in the traditional sense

Campaign Management

3: Integration with major online sources (AdWords, Yahoo Search Marketing)- simple, easy to use button that allows

management, from the custom designed homepage, to click on all key indicators

such as pageviews, pageviews by department etc. Simple connection to

Google dashboard, review of all keywords

Campaign Management

4: Process to export campaign list in multiple formats for direct processing by 3rd party mail house- a “list builder” tool would be great, not necessarily for the manager, but for a marketing manager to build a list by # of lift machines, certain geographical area etc.

5: Campaign analysis- the ability to review past campaigns, # of mailers, e-newsletters, faxes etc.

Automated Processing

Definition: The ability to execute events and processes

based on data and events

Database Analysis Definition: The ability to easily slice and

dice the customer/prospect database to help identify target markets, priority customers/prospects and areas of information deficiency.

Database Analysis You Need a Territory realignment tool

Interface to automate USPS data cleansing process (CASS/NCOA)

Interface to automate Data augmentation (D&B Demographic info)

Management Reporting/Dashboards

Definition: A single location where management can

view/measure the organizations success

That’s A LOT to Consider! Start slowly, understand the stages Don’t overreach in the beginning Take small steps, focus on a few

processes at a time Create a “champion”

Next Steps…

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