Collaborative CRM: The Center of the <br />Enterprise 2.0 Universe<br />www.mindtouch.com<br />
Aaron Fulkerson<br />@roebot<br />We’ve got to bridge these damn silos! <br />
One to many information dissemination<br />Follow the “manual” <br />Replaceable factory workers<br />
Many to many information dissemination<br />Contributing stakeholders<br />Valued artists<br />
Specialization and the transition to the web is fragmenting data.<br />Silo Proliferation<br />Database<br />Silos<br />En...
Web 2.0 – A Silo Explosion<br />
Disconnected Ecosystems of Chaos<br />Product Development<br />Partners<br />Sales<br />Marketing<br />AccountManagement<b...
Many examples in the customer lifecycle of lossy communications.<br />Information Asymmetry<br />
Creates lost revenues...<br />Information Asymmetry<br />
…and unhappy customers.<br />Information Asymmetry<br />
Decision maker relationships not recognized<br />Support intelligence not used to up sells<br />Assets exist, but not used...
Another marketing term. YAY! Providing social context. <br />SocialCRM<br />
Information Symmetry <br />Increasingly challenging. Increasingly important. <br />Partners<br />Sales<br />Product Develo...
Customer Contact Occurs Everywhere<br /><ul><li>At the tradeshow booth
Contact forms on the web
Q&A during webinars, live chat</li></ul>Challenge:<br /><ul><li>How do you capture, rank and share this information so ear...
A glut of critical information and process.<br />As Leads Qualify, Interactions Increase<br /><ul><li>Qualification calls
Marketing nurture campaigns
Sales tools introduced
Calls to action made</li></ul>Challenge:<br /><ul><li>Is there an effective way to track what was sent, when and by whom? ...
Turning Leads into Prospects into Customers<br />Opportunities Materialize<br /><ul><li>What assets do I need to make this...
What other groups within my company are going to participate?
Am I working this deal with a partner?
Services involved?  </li></ul>Challenge:<br /><ul><li>Now that an opportunity has been created, how do I best manage the a...
Who scoped this? </li></ul>Challenge:<br /><ul><li>Misaligned expectations
Account renewal
Up/Cross selling
Satisfaction</li></ul>AccountManagement<br />Services<br />Support<br />
services<br />legal<br />sales<br />rep<br />product <br />mgr<br />support<br />partner<br />sales eng<br />It’s Takes a ...
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Collaborative CRM: The Center of the Enterprise 2.0 Universe: Sugarcon 2010

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This is Aaron Fulkerson's (@roebot) deck from Sugarcon 2010 where he spoke about a gapless process and personalized experience for prospective customers, end users and partners. Specifically his vision of this being enabled by Social CRM (SCRM).

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Collaborative CRM: The Center of the Enterprise 2.0 Universe: Sugarcon 2010

  1. 1. Collaborative CRM: The Center of the <br />Enterprise 2.0 Universe<br />www.mindtouch.com<br />
  2. 2. Aaron Fulkerson<br />@roebot<br />We’ve got to bridge these damn silos! <br />
  3. 3. One to many information dissemination<br />Follow the “manual” <br />Replaceable factory workers<br />
  4. 4. Many to many information dissemination<br />Contributing stakeholders<br />Valued artists<br />
  5. 5. Specialization and the transition to the web is fragmenting data.<br />Silo Proliferation<br />Database<br />Silos<br />Enterprise<br />Application <br />Silos<br />Office<br />Productivity<br />Increasingly challenging:<br />Accessing data (internal and external) <br />Making actionable<br />Sharing and collaborating<br />Web<br />Services<br />Human /<br />Departmental<br />Silos<br />
  6. 6. Web 2.0 – A Silo Explosion<br />
  7. 7.
  8. 8. Disconnected Ecosystems of Chaos<br />Product Development<br />Partners<br />Sales<br />Marketing<br />AccountManagement<br />Services<br />Customers<br />Support<br />Single user desktop app  many contributors in web browsers<br />One to many  many to many<br />More stakeholders in more locations<br />Isolated silos of content (varied formats)<br />
  9. 9. Many examples in the customer lifecycle of lossy communications.<br />Information Asymmetry<br />
  10. 10. Creates lost revenues...<br />Information Asymmetry<br />
  11. 11. …and unhappy customers.<br />Information Asymmetry<br />
  12. 12. Decision maker relationships not recognized<br />Support intelligence not used to up sells<br />Assets exist, but not used<br />Product capable, but not communicated<br />Brand under attack, no response<br />Easily addressed market never targeted<br />Services scope misaligned <br />The symptoms of information asymmetry.<br />Lost Revenue and Unhappy Customers<br />
  13. 13. Another marketing term. YAY! Providing social context. <br />SocialCRM<br />
  14. 14. Information Symmetry <br />Increasingly challenging. Increasingly important. <br />Partners<br />Sales<br />Product Development<br />Marketing<br />Support<br />AccountManagement<br />Services<br />Customers<br />
  15. 15. Customer Contact Occurs Everywhere<br /><ul><li>At the tradeshow booth
  16. 16. Contact forms on the web
  17. 17. Q&A during webinars, live chat</li></ul>Challenge:<br /><ul><li>How do you capture, rank and share this information so early in the lead lifecycle? </li></ul>Turning Leads into Prospects into Customers<br />
  18. 18. A glut of critical information and process.<br />As Leads Qualify, Interactions Increase<br /><ul><li>Qualification calls
  19. 19. Marketing nurture campaigns
  20. 20. Sales tools introduced
  21. 21. Calls to action made</li></ul>Challenge:<br /><ul><li>Is there an effective way to track what was sent, when and by whom? </li></ul>Each of These Activities Has a Response or Reaction Tied to Them<br />Turning Leads into Prospects into Customers<br />
  22. 22. Turning Leads into Prospects into Customers<br />Opportunities Materialize<br /><ul><li>What assets do I need to make this deal a reality? Whitepapers, demos, webinars, case studies, silver bullets…
  23. 23. What other groups within my company are going to participate?
  24. 24. Am I working this deal with a partner?
  25. 25. Services involved? </li></ul>Challenge:<br /><ul><li>Now that an opportunity has been created, how do I best manage the activities of all those who will help me get this deal done? </li></li></ul><li>Managing, servicing, supporting and renewing accounts.<br />The Sales Hand Off<br />Hand off to Support and/or Services<br /><ul><li>What did sales tell you?
  26. 26. Who scoped this? </li></ul>Challenge:<br /><ul><li>Misaligned expectations
  27. 27. Account renewal
  28. 28. Up/Cross selling
  29. 29. Satisfaction</li></ul>AccountManagement<br />Services<br />Support<br />
  30. 30. services<br />legal<br />sales<br />rep<br />product <br />mgr<br />support<br />partner<br />sales eng<br />It’s Takes a Team<br />
  31. 31. Information silos<br />Support ticketing<br /> Financial systems <br /> Order management<br /> Service contracts<br />Context switching<br />Internal systems<br /> Online sources<br />Lack of group and departmental collaboration<br />------------------<br />Information Asymmetry = <br /> LOST Revenue<br /> Dissatisfied customers<br />CRM Only A Piece in the Puzzle<br />
  32. 32. Collaboration and data aggregation.<br />In Context Collaboration and Information Symmetry<br />
  33. 33. Managing, servicing, supporting and renewing accounts.<br />A Gapless Process<br /><ul><li>Silos federated:
  34. 34. Accounting
  35. 35. Support ticketing
  36. 36. Social networking
  37. 37. News
  38. 38. Twitter/blogs
  39. 39. Process documented
  40. 40. Stakeholders auto-messaged
  41. 41. Tacit Knowledge captured
  42. 42. Customer needs and desires well understood
  43. 43. Product well-informed</li></ul>AccountManagement<br />Services<br />Support<br />
  44. 44. <ul><li> Enterprise Intelligence
  45. 45. Internal data sources: ERP, AP, support ticketing, files….
  46. 46. Online and Social intelligence
  47. 47. News, twitter, blogosphere, social networking, subscription data sources
  48. 48. Collective intelligence
  49. 49. Tacit knowledge</li></ul>-------------------------------<br />MORE Revenue<br />Happier Customers<br />Benefits<br />
  50. 50. Decision maker relationships recognized<br />Prospect’s needs recognized<br />Customer Support a profit center<br />Assets and silver bullets fully utilized<br />Brand attacker turned into evangelist<br />More targeted products and services<br />Services higher margin<br />Customer experience personalized<br />The symptoms of information symmetry.<br />More Revenue and Happier Customers<br />
  51. 51. Collaborative CRM for SugarCRM Customers<br />Seamless Integration with Your Existing SugarCRM Deployment<br /><ul><li>Create collaboration project directly from SugarCRM opportunity page</li></ul>Enterprise Intelligence<br /><ul><li>Share deal data and documents with team members
  52. 52. Take attachments out of email and collaborate</li></ul>Jointly Developed with Levementum, the Leading SugarCRM Consulting Partner<br />
  53. 53. Immediate Benefits, Immediate ROI<br />Greater Visibility, Fewer Surprises<br /><ul><li>Drastically reduce the ‘gotchas’ that can derail an opportunity
  54. 54. Activity stream monitoring allows you to see most recent contacts made within the opportunity</li></ul>Organized, Accessible Customer and Opportunity Information<br />Close Deals Faster, More Efficiently<br /><ul><li>Reduce the friction in the sales process</li></li></ul><li>Collaborative CRM Brings Teams Together<br />Partners<br />Sales<br />Product Development<br />Marketing<br />Product Management<br />Your Sales Opportunities<br />Legal<br />Collaborative CRM Creates an Information Advantage<br />
  55. 55. Tangible Value of Collaborative CRM<br />Increases deal efficiency, revenue and customer satisfaction.<br />Lowers the cost of sharing, organizing and discovering information<br />Supports the creation of internal networks for continued, repeated knowledge exchange <br />
  56. 56. Summary<br />Collaborative CRM <br /><ul><li>A cornerstone of any high velocity sales environment
  57. 57. Creates information symmetry across internal and external teams
  58. 58. Breaks down barriers, by sharing the critical data that helps close deals faster, and better manage customer relationships
  59. 59. More money
  60. 60. Happier customers</li></li></ul><li>Aaron Roe Fulkerson, @roebot<br />CEO/Founder<br />AaronF@MindTouch.com <br />619.931.2319<br />Thank You <br />Questions? <br />

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