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Cost Justify Dynamics CRM (speaker notes)

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    Notes on slide 1

    This presentation introduces how SalesCentric Relationship Charts can help improve user adopt, data accuracy and help cost justify Microsoft Dynamics CRM.

    Most people are familiar with how Microsoft position Dynamics CRM and the power and extensibility of the platform. It allows us to work in the way we are most familiar with, presenting a user interface similar to Office and Outlook, the system can be configured to reflect the unique business model or our organization and integrated across the Microsoft stack. The next few charts show how Relationship Charts echoes some of that positioning.

    When we look at a particular group of users, the people we most want to use CRM – client facing people such as sales professionals, business development managers and client managers, who most intimately know and understand the customer relationships - those people tend to think in pictures when planning sales opportunities and relationships with key contacts and influencers.However, the predominant UI for Dynamics CRM is still very much form based, making it difficult for these people to see the relationships between customers and partners within CRM.

    And so the challenge for CRM implementers to satisfy the needs of this important set of users, is to provide at an early stage in the implementation program a set of tools and user experience that allows them to easily see and manage their customer relationships within CRM – to work the way they do. That is, to continue to map out, plan and visualise their customer relationships while working in CRM. AS AMR report, you can go through system selection, buy and implement the software, but if you don’t address the needs of end user adoption, those projects can fail.Likewise, Rob Boise of Forrester Research has reported that much of the software in the market doesn’t satisfy the needs for this particular set of users. Sales people, for example, often complain that, despite our best efforts, CRM is seen as just more administration of already busy people – and so often fall back on trusted tools like spreadsheets, databases and, of course the Whiteboard, to manage their customer relationships and account sales planning.

    And so against that backdrop, and based upon our own research here at SalesCentric, where we interviewed over 1,500 sales professionals to find out what would motivatethem to use CRM, SalesCentric developed Relationship Charts as a means to excite these key users with a powerful graphical user interface that they could control and that would, ultimately, make them more successful sales people. Because, as we all know, when sales people have relationships with decision makers and key influences, they close more business.With intuitive charts and simple mouse movements, Relationship Charts help sales people see and manage their customer and partner relationships more effectively – and is so doing extends the powerof Dynamics CRM and improves user experience, adoption and productivity.

    So, although you may have seen Relationship Charts in action, perhaps from a user point of view, what about implementation?Relationship Charts comes with an Administration module with which you can configure and display any CRM entity, custom entities (or users for example) together with their associated attributes. Once CRM has itself been configured, Relationship Charts can be fully implemented, often just within a few hours. Its quick and easy to implement, its simple to, therefore, visualise the relationships between different CRM entities a nd an ideal tool to target key user communities to drive user adoption and, in their use of the system, drive data accuracy for the benefit of others.

    So, although Relationship Charts can be quickly and easily configured to reflect particular CRM implementations, it can also be done for vertical solutions such as financial services, manufacturing or pharmaceuticals, for example. Its an ideal tool to target key user communities whose adoption of CRM underpins the entire CRM implementation. I’ve got a couple of charts here to show some very obvious and quick payback applications of Relationship Charts. This one, in terms of account management, Relationship Charts makes it very easy to manage one-to-many and many-to-many CRM relationships. So here we’re showing the accounts and sub-accounts important to a global account manager. All the information on the Actors (we call the boxes on the chart Actors), is drawn from CRM and any changes made on the chart is saved back to CRM. So for example, when a user drags and drops a sub-account to a new parent account and saves the chart, that information updates CRM for others to see and use. And that action itself is a natural and simple activity for a sales person to take, because after all, that is how they do things on a white board.So what’s important here is that information, that information intelligence, is now there in CRM rather than on a white board or in PowerPoint, driving data accuracy for the benefit of other people such as marketing, who we all know depend on very accurate data. So it’s not so much that account managers are using CRM in the traditional sense of filling in, they’re just doing their job in the way they always do, in a way that an account manager would naturally do on a white board.

    Second and, again, very obvious application for Relationship Charts is opportunity management – and this is very important for proving the cost justification for CRM. Providing a tool in (what is clearly a very difficult economy for everyone today) not only drives user adoption and data accuracy, but also helps sales guys see and manage their relationships with decision makers and key influencers affecting an opportunity, and for sales managers to coach and ensure that sales people have got the account covered and correctly qualified before forecasting it. Obviously this activity has a direct and positive impact on the success of the sale, and when that best practice is multiples across an entire sales force, the increased revenue that results from that more than justifies the entire CRM implementation itself. So on this chart here, we’re showing a contact, in white, we’ve got a user shown in green and ghost contacts in grey. Ghosts are where perhaps the identities of those individuals on the opportunity are not know, but we know we need to know them type of thing, and when we right click those Ghosts and select the contact it will update the chart, and all that information intelligence when saved will update CRM.So really, Relationship Charts is an application that will help increase sales, the win rate, improve forecast accuracy and assists in the cost justify the CRM implementation itself.

    So this slide is an example of how Relationship Charts can help with the cost justification ROI of CRM. We’ve got an organisation turning over, say $20m, of key account team turning over $20m with an average sale of, say $500k. Let’s say the close rate is 50%, that is to say that half the deals on a given monthly or quarterly forecast are getting converted to closed deals.And let’s say the CRM budget is $250k (and I’ve got to say the Relationship Charts component of that is very small), and if we saw a modest improvement of 5% on close rates, and so it’s now 55% of the forecast, that would equate to a revenue upside of $2m.

    The benefits or Relationship Charts, in terms of improved user adoption, driving data accuracy and improved revue through increase sales, cascade the entire corporation. The CEO needs to achieve revenue, and more importantly, profit goals in difficult time, and he can do that with improved sales productivity, relying as he does on more accurate sales forecasts.The VP of Sales can underpin that with increase win rates to meet sales objectives, through better qualified sales opportunities and forecasts, and identify revenues from better account coverage, cross selling and upselling to existing customers.The VP of Marketing, with that all important relationship intelligence now in CRM from the sales guys, can drive new leads and revenue opportunities to improve marketing ROI.And, importantly, the CIO, who has to provide systems to support all that activity, can use Relationship Charts to excite users and drive CRM adoption among (what is traditionally a difficult user community to please) the sales guys, with a tool he can quickly configure and deploy to extend the power of Dynamics CRM

    To draw all thattogetherRelationship Charts can help improve the financial justification of CRM, it’s quick and easy to implement and configure, and can be positioned as an ideal tool in Phase One of an implementation and drive user adoption and target key user communities who underpin the success of the CRM.

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    Cost Justify Dynamics CRM (speaker notes) - Presentation Transcript

    1. Relationship ChartsFor Microsoft Dynamics CRM
    2. Why Microsoft Dynamics CRM ?
      Deliver an easier and more natural user experience
      Works the way you do
      Deliver a system that matches the way you do business
      Works the way your business does
      Deliver an affordable solution that fits your business
      Works the way technology should
    3. The Way Sales People Work
      When planning or reviewing sales opportunities and relationships with key contacts and influencers, people tend to think in pictures
    4. Challenges for CRM
      AMR
      "You have to recognize that you can go through systems selection, buy a CRM system, implement it, integrate it and it still might not work right anyway.
      If you haven't addressed end-user adoption or change management properly, you can fail.“
      Joanie Rufo, Research Director
      Forrester Research
      “Much of the software on the market... doesn’t necessarily provide incremental value back to the user.
      Sales people often complain that CRM or SFA is just an administrative burden, and does little more than prove to their boss that they are doing their job. So adoption wanes, and users go back to using familiar tools like spreadsheets, databases or even just Rolodexes”
      Rob Boise, Research Director
      Providing exciting user adoption tools is critical to successful Phase One CRM implementations
    5. Excite Users with a Powerful Graphical Interface
      Relationship Charts Components
      • CRM entities displayed as Actors on chart canvass
      • Chart content read from and saved to CRM database
      • Microsoft Silverlight animation
      Intuitive charts and simple mouse movements, Relationship Charts helps sales people see and manage their customer and partner relationships
      Benefits
      • Extend the power of Dynamics CRM
      • Improve CRM user experience, adoption and productivity
    6. Easy to Implement
      Relationship Charts Administrator
      • Configure to display any CRM entity and attributes
      • Relationship Charts Administration modules
      • Certified for Dynamics CRM; adheres to CRM security
      Once CRM has been configured, Relationship Charts can be fully implemented within a couple of hours
      Benefits
      • Quick and easy to implement
      • Visualize relationships between different CRM entities
      • Specifically target key user communities
      • Improve CRM data accuracy
    7. Account Management
      Account Management Components
      • Display Accounts and Sub-Account
      • Drag and drop to change parent account relationship
      • Bring related Sub-Accounts to the chart
      Easily manage one-to-many and many-to-many CRM relationships. Display relationships between different CRM entities
      Benefits
      • Improve global account management
      • Easily navigate across multiple related Accounts
      • Drag and drop to reorganize Accounts and Sub-Accounts and save to CRM
    8. Opportunity Management
      Opportunity Management Components
      • Group CRM information with multiple Actor cards
      • Display and update CRM attributes
      • Click Actor to open CRM Contact form
      See and manage relationships between decision makers and key influencers. Add Contacts, Users, Ghosts or any CRM entity
      Benefits
      • Increase sales win rates
      • Improve sales forecast accuracy
      • Cost justify CRM with increased sales revenue
    9. Example Financial Justification
      Sales Revenue 20,000,000
      Average Sale 500,000
      Close Rate 50%
      CRM Budget 250,000
      Improved Close Rate 55%
      Revenue Upside 2,000,000
    10. Relationship Charts Business Benefits
      VP of Sales
      • Achieve sales revenue objectives
      • Better qualified sales opportunities and forecasts
      • Increase sales with improved customer coverage
      Chief Executive
      Officer
      • Achieve revenue and profit goals
      • Through improved sales force productivity
      • With more accurate and reliable sales forecasts
      VP of
      Marketing
      • Improve customer contact data
      • Drive new leads and revenue opportunities
      • Improve marketing ROI
      • Excite users and increase CRM adoption rates
      • Quickly configure into Dynamics CRM
      • Extendthe power of the Microsoft Dynamics CRM
      Chief Information Officer
    11. Summary
      Improve financial justification of CRM
      Through increase sales revenue
      Quick and easy to implement
      Once CRM has been configured, Relationship Charts can be fully implemented within a couple of hours
      Position Relationship Charts as Phase One user adoption tool
      Excite users with a graphical interface rather than just forms based CRM
      Particularly to key client facing users
    12. Presentations, Videos and Help
      http://www.slideshare.net/matthewcrook/relationship-charts-for-microsoft-dynamics-crmwww.salescentric.com
      Call for customer demos or help configuring Relationship Charts
    13. Relationship Charts TrainingJoe Stuckey, CTO
    SlideShare Zeitgeist 2009

    + Matthew CrookMatthew Crook Nominate

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