Brighttalk the crm lottery

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  • Software Alliance Wales invites you to - Exploring Cloud TechnologySPEAKER: Ian Moyse, Sales Director at Workbooks.com Cloud CRM vendorThis informative and entertaining session will be a general overview of a much hyped technology , cloud, covering what it really means, why and how it will continue to change our lives both at home and work.You will leave armed with a greater understanding of what it is, its terms and more informed to discuss with your peers. The speaker, a cloud expert who has been published worldwide on cloud matters also sits on the board of many organisations as a cloud advisor.
  • Ian Moyse has over 25 years of experience in the IT Sector, with nine of these specialising in security and over 23 years of channel experience Starting as a Systems Programmer at IBM in the mainframe environment, he has held senior positions in both large and smaller organisations including Senior Vice President for EMEA at CA and Managing Director of several UK companies. For the last 7 years he has been focused in Cloud Computing and has become a thought leader in this arena. Moyse has been keynote speaker at many events and runs one of the largest Channel Groups worldwide on LinkedIn. He sits on the board of Eurocloud UK and the Governance Board of the Cloud Industry Forum (CIF) and in early 2012 was appointed to the advisory board of SaaSMAX. Moyse was recently awarded global ‘AllBusiness Sales AllStar Award for 2010’ and The ‘European Channel Personality of the Year Award for 2011’  and was named by TalkinCloud as one of the global top 200 cloud channel experts in 2011 and listed on the MSPMentor top 250 list for 2011 which tracks the world's top managed services experts, entrepreneurs and executives. He has also recently been awarded the accolade of Channelnomics 2011 Influencer of the year for Europe.  In early 2012 Ian was the first in the UK to pass the CompTIA Cloud Essentials specialty certification exam, was appointed as a Thought Leader to Compare The Cloud and was listed in the worldwide SMB Nation 150 Channel Influencers list and appointed as Cloud Advisory Director to the Board of Evoco, a client transformation specialist company. Widely published on subjects of Cloud, Internet Security and Channel matters and an author at sites such ashttp://www.comparethecloud.net/blog/thought-leaders/, http://www.cloudcomputing-news.net/categories/crm, http://www.celebritydialogue.com/index.php?option=com_content&view=section&layout=blog&id=28&Itemid=122For those wishing to connect to this Technology Cloud Thought Leader his linkedin profile is at www.ianmoyse.co.uk and he can be followed on Twitter @imoyse SourcesChannel Personality of the year 2011 - http://www.realwire.com/releases/IT-Europa-Winners-of-European-IT-Excellence-Awards-announcedChannelnomics 2011 Influencer of the year for Europe - http://channelnomics.com/2012/01/09/hp-channelnomics-2011-influencer-year/?utm_source=Channelnomics+Contact+Us&utm_campaign=c4afe1e636-Weekly_eNewsletter_01_10_2012&utm_medium=emailAllBusiness Sales AllStar Award for 2010 - http://topsalesawards.com/index_2010.phpTop 200 cloud channel experts in 2011 - http://www.talkincloud.com/top-200-cloud-channel-experts-follow-friday-june-17/MSPMentor top 250 list for 2011 - http://www.mspmentor.net/mspmentor-250-page-7-of-our-2011-edition/Eurocloud UK Board Member - http://www.eurocloud.org.uk/_m1707/about-usMember of Cloud Industry Forum Governance Board - http://www.cloudindustryforum.org/index.php?option=com_content&view=article&id=93:ian-moyse-eurocloud&catid=17:board-members&Itemid=56SaaSMax Advisory Board - http://www.saasmax.com/about-us/managementCloud Advisory Director to Evoco - http://www.evoco.co.uk/evoco-news/evoco-taps-leading-cloud-expert-as-cloud-advisory-director Compare The Cloud Thought Leader - http://www.comparethecloud.net/1586/workbooks-crm-partners-with-compare-the-cloud/ SMB 150 2012 - http://www.smbnation.com/index.php?option=com_easyblog&view=entry&id=402&Itemid=124
  • Created by Ian Moyse – Webroot EMEA Channel Director
  • Software Alliance Wales invites you to - Exploring Cloud TechnologySPEAKER: Ian Moyse, Sales Director at Workbooks.com Cloud CRM vendorThis informative and entertaining session will be a general overview of a much hyped technology , cloud, covering what it really means, why and how it will continue to change our lives both at home and work.You will leave armed with a greater understanding of what it is, its terms and more informed to discuss with your peers. The speaker, a cloud expert who has been published worldwide on cloud matters also sits on the board of many organisations as a cloud advisor.

Transcript

  • 1. The CRM Lottery What CRM Salespeople Don’t Tell You Ian Moyse Sales Director www.ianmoyse.co.uk IAN@imoyse MOYSE
  • 2. Ian Moyse : Validity To Speak 28 yrs+ in IT, 9yrs in IT Security, 8yrs in Cloud Sales Director, Workbooks.com, Cloud CRM Vendor Sit on Board of Eurocloud UK Sit on Governance Board of Cloud Industry Forum (CIF) Advisory Board Member SaaSMAX Advisor to Board for Evoco ‘Journey2Cloud’ Exec Council Member – CompTIA UK Channel Commitee Named by TalkinCloud one of the global top 200 cloud channel experts in 2011 Listed on the MSPMentor global top 250 list for 2011 Named ‘Channelnomics 2011 Influencer of the year for Europe’ Won ‘European Channel Personality of the year 2011’ Awarded global ‘AllBusiness Sales AllStar Award for 2010 Thought Leader to ‘Compare The Cloud’ Comptia Cloud Essentials Exam Certified 2012 Worldwide SMB Nation 150 Channel Influencers List 2012, 2013 Approved Speaker Schoolspeakers.co.uk IAN MOYSE
  • 3. The Positives o The worldwide CRM market experienced 12% growth in 2012, three times the average of all enterprise software categories. o 80% of all CRM software in 2012 was sold in North America and Western Europe. o 40% of all CRM software sold in 2012 worldwide was SaaS (cloud) based o Many CRM Vendors are seeing annual growth of 50% + IAN MOYSE
  • 4. Independent CRM Resources IAN MOYSE
  • 5. Your Prize Real Lottery = 1 in 14 million chance of winning (UK) IAN MOYSE
  • 6. CRM The Realities You Don‟t Get Told
  • 7. CRM Project Failures o An average of 46.3% of CRM Projects fail in the eyes of customers o o o o o o o o 2001 Gartner Group: 50% 2002 Butler Group: 70% 2002 Selling Power, CSO Forum: 69.3% 2005 AMR Research: 18% 2006 AMR Research: 31% 2007 AMR Research: 29% 2007 Economist Intelligence Unit: 56% 2009 Forrester Research: 47% IAN MOYSE
  • 8. Categorising Failures (Business) o CRM Forum study broke the failures into nine significant categories; o o o o o o o o o 29% - Organisational Change 22% - Company Politics and Inertia 20% - Lack of CRM Understanding 12% - Poor Planning 6% - Lack of CRM Skills 4% - Budget Problems 2% - Software Problems 1% - Bad Advice 4% - Other IAN MOYSE
  • 9. IAN MOYSE
  • 10. So Why Does CRM Fail?
  • 11. IAN MOYSE
  • 12. Focus on Outcome NOT Technology Features o “People don‟t want to buy a quarter-inch drill; they actually want a quarter-inch hole.” o Theodore Levitt (economist and Harvard professor) o “Companies don‟t want CRM software, they want to sell more or do XYZ” IAN MOYSE
  • 13. 6 Reasons CRM Projects Fail o o o o o o No Clarity on the Project Objectives Lack of Executive Sponsorship Lack of User Involvement during Planning Recreating existing processes in a new system Approaching CRM as a Technology only solution Choosing the Wrong Partner o o o o o Is price the most important factor? Do you need help with the design and implementation? Do you need user training? Do you need to migrate your data from a legacy system? Once it's in place will you need on-going support? IAN MOYSE
  • 14. Why CRM Projects Find Resistance o The Fear-of-Change Syndrome o Reengineering requires change, which most people instinctively resist. This fear of change needs to be dealt with early on, or the very people the system is designed to help will be the ones to see that it fails. o The It's Easy Enough Syndrome o For your CRM system to be successful, every single person must use it. For the sake of speed, a temptation may be to let IS or a few computer-literate users design the system interface. What you will end up with is a system that they think is easy enough for them to use, but isn't easy enough for everyone. o The Big Brother Syndrome o Your sales force may have heard how these systems are designed to track their every move, just waiting for them to make a mistake so that management can pounce on them. This initial distrust is a very serious issue that must be dealt with swiftly. IAN MOYSE
  • 15. Best Practise Approach To CRM
  • 16. IAN MOYSE
  • 17. Define the prize o Revenue Growth o New accounts o Existing clients o Reduce Costs / Increase Profits o Streamline process o Automate workflows IAN MOYSE
  • 18. Example Prize – Specialised Travel Trips Business o Revenue Growth – (£500K pa benefit) o Reduce „On-line Drop-out‟ rate by 20% (£400K increase) o CRM & Integrated Customer Portal o Improve customer acquisition - £100K new business o Improved Marketing Execution o Sales Automation (iPad App) o Streamline Expeditions Management (£300K pa benefit) o Run 50% more expeditions with the same team o Implement self-service portal & automate follow-up tasks o Improve management reporting IAN MOYSE
  • 19. Business Transformation o Well deployed solutions can transform businesses o CRM is a business project, not an IT project o Change needs leadership Winning the Prize IAN MOYSE
  • 20. o Ensure that you do not fall into any of these CRM traps; o No clarity on the prize & project objectives o Lack of Executive Sponsorship o Lack of user involvement during planning o Lack of User Adoption o Blindly recreating existing processes in a new system (without review/appraisal) o Choosing the wrong Vendor Partner IAN MOYSE
  • 21. o Define the prize – Revenues & Costs o Clearly set the objectives o Create a project team including o Executive sponsors o Business Analysis skills o Users o Don‟t let the project get hijacked o Test requires against the prize – if it doesn‟t fit don‟t do it. o Lead the change IAN MOYSE
  • 22. The Change Curve Success PERFORMANCE Enthusiasm Commitment Change Starts Understanding Blame Acceptance Pit of Confusion TIME IAN MOYSE
  • 23. Summary
  • 24. CRM – Ensuring You‟re A Winner o Define your prize o Build your team (Sponsor + Executor) o Select the right partner o Its less about the technology o More about the right partnership o Lead the change o See the results! o CRM success = technology/Partner + Implementation + User Adoption IAN MOYSE
  • 25. Questions IAN MOYSE
  • 26. The CRM Lottery What CRM Salespeople Don’t Tell You Ian Moyse Sales Director www.ianmoyse.co.uk IAN@imoyse MOYSE