Winning

Winning & Retaining Clients, Part II Targeting Technologies and Tapping Your Market Dawn Marie Yankeelov President, ASPectx [email_address] www.aspectx.com

The CRM Industry Corporate CRM Spending >$1 Trillion (U.S.) Consumer 100,000 Independent CRM Vendors ($700 Billion)
Data Management
Fulfillment
TV
Radio
Print
Advertising
Direct Marketing
Call Centers:
Inbound
Outbound

I. Growth in CRM “Tech”
Tying All Avenues Together for Maximum Profitability
Tracking All Interactions for Upsell
Managing Projects and Personnel
Speed to React
Reporting Enhanced and Often Real Time
Accountability Throughout Organization

What is a CRM tech tool?
CRM ties together all of a company’s front office customer touchpoints:
sales (contact management, product configuration),
marketing (campaign management, telemarketing),
and customer service (call center, field service)
Via multiple, interconnected delivery channels (telephony, email, Web, and direct interaction)
YOU ARE TRYING TO TRACK ENTIRE HISTORY OF RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT

Defining CRM Tech Options “ Small and mid-sized businesses would never have been candidates for enterprise applications in the past. Nobody seems to know what is going on and the customer often has more knowledge than the company. That is the Achilles’ heel of businesses today.”—Steve Papermaster, founder of Agillion.com
Trends to Watch:
--CRM for All Levels
--Small Business Use
--Web-based Application Proliferation
--ASP Models Appealing
from Small Businesses to Personal Sites

Industry Problem
Buyer Dilemma
Lack of Industry Knowledge
100,000+ Vendors
Product Complexity
Rapid Change in CRM
Technology
Limited Project Management
Resources
Seller Dilemma
Lack of Efficient Marketing
Channels
Large Capital Investment
in Technology
No Central Marketplace
Intense Competition
Inefficient Marketplace = High Search and Maintenance Costs

Selecting CRM Tools
Identify and set clear business requirements
Institute a common planning process
Obtain Senior-Management Buy-In and Understanding
Pinpoint functional differences in culture and success measures and bridge the gaps
CRM is a Business Philosophy

Tribulations: The Barriers
Changes in business processes slow IT delivery capability
Unwillingness to change sales processes and incentives can stall acceptance of new systems
The rate of technology change can be too quick for people to absorb it and adapt

CRM Shifts Cause: Relationship Management Becoming Critical Effect: CRM to satisfy any appetite Cause: No Time to Learn It or Teach It Effect: Simplification in Web-based models Cause: Demand for Analysis & Tracking Continues to Rise Effect: Point ‘n Click Stats on Demand Cause: Spending Getting Scrutiny of CEOs Effect: ASP Models Stand a Chance to Deliver CRM

Eye-Openers Spending on ASP services will grow to $7.7 billion in four years, from $30 million in 2000. However, this is not new monies, just a reallocation of funds. Software vendors are expected to see revenues diminish. --- IDC Corporation Forecast, ASPNews.com, 8/17/2000 CRM, education and training—less than a third now using ASP model --- Zona Enterprise Usage Study, 2000

Metrics for Purchases Should Remain the Same
Research Includes:
A Look at Problem Found/Solution Provided
Depth of Company’s Products—Vaporware vs. Delivered
Technology Complexity in Use and Implementation
Financial Soundness of Product to Be Purchased—Will it Really Be Around in Two Years?
Product Specialization by Industry

Tap the Potential of eCRM—Web-based all the Way
Create Interactions—integrate all sales and marketing channels with back office financials
Operate at Internet Speed—real time data gathering, analysis and response is approaching as the standard
Analyze Data—turn massive amounts of data into insight to retain customers
Integrate customer information access across systems --Montgomery Research, Inc. 2000

Total Cost of Ownership
Server Hardware & Software
Server w/disks, RAID Fault Tolerance, Memory
Backup software
Basic Server Installation & Integration
Configuration of Server in Hours
Service Agreement on Hardware
Service Agreement on Network System

Server Installation & Maintenance
Upgrades in a three-year period
Man hours for upgrades
Migration of platform issues
Upgrades to Network Operating System
Server Troubleshooting
Emergency Service—Actual Hours
Consultant Assistance (one day every fourth week)
Assistance w/ maintenance

End User Install & Maintenance
Upgrading old PCs
User Administration
Hidden downtime & Support Costs
Courses and Internal Training
Software Licensing
Security & Telecommunications
Employee Infrastructure

CRM Mainstream Migration
Contact Mgmt.
--most offline
80s 90s 2000 2002
Personalization—using web
Customer Relationship Mgmt.—expensive, non-integrated software
Database Tracking of Entries
Call Centers (most not Internet-friendly)
Sales Automation
Marketing Automation
Web-based
Conferencing/Telephony
Analytics
Relationship Mgmt. In ASP format
Synchronous Customer Management (multi-channel managed via web or wireless device)

CRM Marketers Break with Tradition
Major Players Reinventing Product Line to Serve Lowend
Web-based Solutions for all Industries
New Technology Platforms Breed New CRM methods—I.e. Release of Windows 2000 platform
Free Is the “Winner to Take All” Plays
Geography is Meaningful in Seizing Market Share and VC Dollars—Look in Your Backyard for Answers
ERPs Migrating to ASPs That Can Go Live Within Days

Integration Outside The Product Class
Example: Siebel Mid-Edition (first shipped July 19, 2000) and Great Plains Partner Status Costs: $2500 to $3500/user, Service: Implementation, 3x
Features Include:
Customer Applications including ecommerce functions, 24/7 self-service, and online marketing info;
Employee Applications including features for front-office employees;
and Partner Applications for partner organizations (i.e. sales channels)
Free Evaluation Guides available on crmguru.com; ismguide.com

Moderate-Cost Entries
Example: Worldtrak.com
Works with Microsoft Outlook
Account Opportunity Mgmt.
Enterprise Forecasting
Activity Tracking
Enterprise Lead Mgmt.
Enterprise Data Synchronization & Remote Access
Cost: Licensing from $750/seat to $1500/seat (10); Service: Implementation, training 1.5x
ASP $500 setup; $50 a month per user

New Low-Cost Web Entries E-business Dashboard—Free personal homepage. Keeps tabs on customers, includes personal organizer and headlines Tasks and Email—Tracks Tasks and Personalized Email Acct. Activities and Notes—Permanent searchability on customer activity Group Calendar—Review and update daily, weekly or monthly on the web schedules Monthly Fee Personal Pages—password-protected websites Shared Contacts—Customer Interaction Database that allows users one secure, central place to store and access customer information and activity Product Offerings Low-cost Web-based CRM with messaging functions. Product The company is aimed at small businesses Product: Agillion.com

New Low Cost Web-Entries

New Low-Cost Web Entries

The Hotcakes of the Category
Salesforce.com
More than 1,200 paying companies in its two-year history
Users are provided with information on their accounts from Hoover’s, an online business information provider
Sales opportunities can be forecast, based on assigned probability of closing and all reports can be exported to Excel
Five users free for one year, with each additional user at $50
Upshot.com
Free for 1 st three months to companies with fewer than 100 users for companies of 100 to 1,000 users; $7500 implementation fee within 15 days if you provide a dedicated support person to assist for data cleanup
Includes unique mapping feature and simple workflow routing
Bull’s eye graphics

The CRM Player Bringing Home the Bacon
Sales.Oracle.com and its new sister, Support.Oracle.com (call tracking and customer support)
Introduced in August 2000—now has more than 20,000 companies signed up
Targets companies with 50 to 500 salespeople
Oracle supports import and export of information, including comma-separated value files (CSV)
Offers opportunity tracking, customer and prospect management, contact management, calendar and activity management and a forecasting module as one of the fee-based upgrades
Basic service is free and comes to those purchasing an Oracle Applications license

Verticals: SoftWatch.com

II. Wireless and working
Existing Software to Handheld Devices and Smart Phones
Options Abound
“ Out of the Box” solutions from Palm and Pocket PC integration
Pricepoints now dropping and security issues being resolved
Focus on specialized applications for inventory control, fleet management, notifications of top tier customer service issues, real-time public relations, sales force automation

CRM “Hot Spots” Source: The Yankee Group, Wireless CRM, 2000. “ The U.S. mobile and remote-worker population will grow 41% from 39 million in 2000 to 55 million in 2004. Field sales professionals comprise the largest percentage of this remote-worker population.”

CRM Ramping Up Estimate of Corporate Applications Designed for PCs and Internet Devices. Source: Morgan Stanley Dean Witter Equity Research. IDC, and Yankee Group, 2000 studies. “ Fast ramp” window

CRM Plays
CRM applications for wireless devices in:
Customer service and support
Help desk
Sales force automation
Field services
Marketing automation
Palm’s initiative in this area pivots on:
Anywhere access to customer information
Capture customer information and upload to enterprise system
Increase the “touch” factor with customers

Palm: Success Stories Source: Palm, December 2000

Palm: Present CRM Partners Source: Palm, December 2000

Palm: CRM
Interact Commerce Corporation
Saleslogix
Wireless access to CRM applications from Siebel, PeopleSoft, and other vendors
Front Range Solutions
Goldmine Everywhere
Real-time, wireless access to calendars and contacts
Peregrine Systems
Customer ticket system for service and support
Peregrine will port its infrastructure management tools to Palm
Source: Palm, December 2000

III. Public Relations Tactics
Low-Tech Still Works, High Tech Available
Principles of Manage Contacts, Send, and Followthrough Tied to Trade Shows, Events, Company Milestones
Build “Expert” Status
Establish Credibility for New Products and Services
Lead in the Industry by Striking First to the Multitudes
Target Messaging via Trades

Integrating Your Vision
Establish Media Contacts via Third Party, Internal Contact, and/or Senior Mgmt. Availability
Capitalize on Speaking Engagements, New Customers, Case Studies, “How-To” Stories, New Hires, Trade Show Presence

Media Relations Targets
Websites in Your Trade
Business Journals
National Business Publications
Local Media outlets—including TV, radio news who now have websites
Highly targeted Trade publications
Product or Service publications

ROI Considerations
One article can reach 60,000 depending on circulation of publication or audience of other media
Monthly positioning keeps company on the mind of reporters and ultimately customers in coverage
Advertising does not buy credibility

Traditional Methods
Consultants plus Newswires and Clipping Services
Examples:
PR Newswire
Now offers clickthrough tracking, archiving of logos and articles, multimedia feeds
Business Wire

Vocus.com

PR Newswire Ordering

Do It Yourself Tactics
Events Marketing Tools
Yahoo
Cvent.com
Acteva: The Marketplace for Activities
Search Engines Entry

III. eMarketing
Web-based interactions maximizing email, tracking, and followthrough
Two-way communication
Real-time Knowhow
Time to React to Marketplace Decisions
Constant Presence to Clientele

Hunt and Kill the Targets
Five market identification strategies:
Geographic . Physical location of your publics
Demographic. Attributes such as age and sex
Psychographic . Lifestyle dimensions such as hobbies and interests
Usage Rate. A small percentage of the population account for a large percentage of sales
Benefits . Certain users want to achieve particular benefits. Ex. Airline tickets
Strategic Internet Marketing, Tom Vassos

Marketing in A Box
Enterprise Marketing Automation Defined
Software that automates marketing campaign tasks, stores the intelligence in a database that can be shared across the enterprise, and follows up with potential customers by marketing only relevant services or products
Customers choose how they want to be contacted: direct mail, telephone, fax, email or URL

Marketing in a Box
Web Marketing Campaign Path
1. Sends email to potential customers driving them to contest on website
2. Users may answer questions via forms, which generates customer lead

Marketing in a Box
3. Software then evaluates the profile and automatically sends out another email
4. Email contains tailored information about a product or service
5. Each move is then recorded in his or her profile, and no inquiry goes unnoticed

Marketing in a Box
6. A Complete Reporting Tool runs comprehensive analyses that track investments up to the point of customer retention

Companies in Enterprise Marketing Automation
MarketFirst Software
Product: MarketFirst &Onyx--Solutions Blueprints, preconfigured, marketing modules
ExploreCommerce Software
Multimedia Emails with customer response tracked
ASP format

ExploreCommerce.com

Market First & Onyx

IV. New Tools and Tactics
Building on-the-fly virtual communities—TransDigital Solutions
Voting, Discussion Threads, Calendars
Voice Portals via Web—Appriss
Alerts for Certain Actions
Location-based Commerce on Handhelds
Vindigo, Informationinplace.com

WrapUp
Marketing Mix to Win and Retain Clients
Integrate Across Divisions with Technologies—Sales + Marketing + Accounting + Inventory Control + ?
Match Low-Tech or High-Tech Choices to Company Efficiencies and Growth
Target Market Always; Continually Evaluate Your Niches

Aspectx
Competitive Intelligence *Marketing *
Public Relations*Business Planning *Event Marketing
*Web Consulting
For more information contact:
Dawn Marie Yankeelov, President
Aspectx
(w) 502-254-9757
(c) 502-548-1304
(f) 502-254-9793
[email_address]
www.aspectx.com

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Winning

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