CRM Key Considerations<br />If you’re going all out, you might as well have a plan…<br />www.equipmentfx.com<br />
Customer Profiling <br />Definition: The ability to record customer demographics and ERP system data<br />Customer operati...
Activity Management<br />Definition: The ability to efficiently record all activity by Account, Contact, and/or Opportunit...
Activity Management<br />2: Real-Time alerts in application or to mobile devices- instant paging of leads with key informa...
Activity Management<br />3: Time and Territory management assistance- filtering capabilities to review key accounts by rep...
Opportunity Management<br />Definition: The ability to track sales opportunities from inception to completion<br />1: Real...
Opportunity Management<br />2: Forecasted Sales to better predict, manage, and analyze a sales person’s pipeline- lead man...
Opportunity Management<br />3: Track Sales Quotas<br />4: Measure Awareness / Closure 		Ratio tracking<br />
Lead Management<br />Definition: The ability to track leads from multiple sources<br />1: Integration to internal sources ...
Lead Management<br />4: Automated Lead Distribution- automatically to rep, day-end summary to internal fulfillment center ...
Campaign Management<br />Definition: The ability to plan, execute and track marketing campaigns<br />1: Create Market segm...
Campaign Management<br /><ul><li>3: Integration with major online sources (AdWords, Yahoo Search Marketing)- simple, easy ...
Automated Processing<br />Definition: The ability to execute events and processes based on data and events<br />
Database Analysis<br />Definition: The ability to easily slice and dice the customer/prospect database to help identify ta...
Database Analysis<br />You Need a Territory realignment tool<br />Interface to automate USPS data cleansing process (CASS/...
Management Reporting/Dashboards<br />Definition: A single location where management can view/measure the organizations suc...
That’s A LOT to Consider!<br />Start slowly, understand the stages<br />Don’t overreach in the beginning<br />Take small s...
Next Steps…<br />www.equipmentfx.com<br />
Crm Key Considerations (Intro)
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Crm Key Considerations (Intro)

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Crm Key Considerations (Intro)

  1. 1. CRM Key Considerations<br />If you’re going all out, you might as well have a plan…<br />www.equipmentfx.com<br />
  2. 2. Customer Profiling <br />Definition: The ability to record customer demographics and ERP system data<br />Customer operation/market details<br />Customer AR Profile: Ability to quickly pull up past, recent sales by category: service, rentals, parts, machine (new & used)<br />Customer Fleet Profile: key field created for # of machines, class of machines<br />
  3. 3. Activity Management<br />Definition: The ability to efficiently record all activity by Account, Contact, and/or Opportunity/Lead.<br />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.<br />
  4. 4. Activity Management<br />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.<br />
  5. 5. Activity Management<br />3: Time and Territory management assistance- filtering capabilities to review key accounts by rep, by territory, in descending $ of sales, # of machines etc.<br />
  6. 6. Opportunity Management<br />Definition: The ability to track sales opportunities from inception to completion<br />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)<br />
  7. 7. Opportunity Management<br />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<br />
  8. 8. Opportunity Management<br />3: Track Sales Quotas<br />4: Measure Awareness / Closure Ratio tracking<br />
  9. 9. Lead Management<br />Definition: The ability to track leads from multiple sources<br />1: Integration to internal sources like company website<br />2: Lead Qualification process- good lead, bad lead, follow-up in 12 months etc.<br />3: Automated lead response systems- electronic response mechanisms (expedia, amazon forms)<br />
  10. 10. Lead Management<br />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)<br />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.<br />
  11. 11. Campaign Management<br />Definition: The ability to plan, execute and track marketing campaigns<br />1: Create Market segmented lists by demographics or product interest- key fields need to include SIC codes, # of employees<br />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<br />
  12. 12. Campaign Management<br /><ul><li>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</li></li></ul><li>Campaign Management<br />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.<br />5: Campaign analysis- the ability to review past campaigns, # of mailers, e-newsletters, faxes etc.<br />
  13. 13. Automated Processing<br />Definition: The ability to execute events and processes based on data and events<br />
  14. 14. Database Analysis<br />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.<br />
  15. 15. Database Analysis<br />You Need a Territory realignment tool<br />Interface to automate USPS data cleansing process (CASS/NCOA)<br />Interface to automate Data augmentation (D&B Demographic info)<br />
  16. 16. Management Reporting/Dashboards<br />Definition: A single location where management can view/measure the organizations success<br />
  17. 17. That’s A LOT to Consider!<br />Start slowly, understand the stages<br />Don’t overreach in the beginning<br />Take small steps, focus on a few processes at a time<br />Create a “champion”<br />
  18. 18. Next Steps…<br />www.equipmentfx.com<br />

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