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

Collaborative CRM: The Center of the
Enterprise 2.0 Universe
www.mindtouch.com

Aaron Fulkerson
@roebot
We’ve got to bridge these damn silos!

One to many information dissemination
Follow the “manual”
Replaceable factory workers

Many to many information dissemination
Contributing stakeholders
Valued artists

Specialization and the transition to the web is fragmenting data.
Silo Proliferation
Database
Silos
Enterprise
Application
Silos
Office
Productivity
Increasingly challenging:
Accessing data (internal and external)
Making actionable
Sharing and collaborating
Web
Services
Human /
Departmental
Silos

Web 2.0 – A Silo Explosion

Disconnected Ecosystems of Chaos
Product Development
Partners
Sales
Marketing
AccountManagement
Services
Customers
Support
Single user desktop app  many contributors in web browsers
One to many  many to many
More stakeholders in more locations
Isolated silos of content (varied formats)

Many examples in the customer lifecycle of lossy communications.
Information Asymmetry

Creates lost revenues...

…and unhappy customers.

Decision maker relationships not recognized
Support intelligence not used to up sells
Assets exist, but not used
Product capable, but not communicated
Brand under attack, no response
Easily addressed market never targeted
Services scope misaligned
The symptoms of information asymmetry.
Lost Revenue and Unhappy Customers

Another marketing term. YAY! Providing social context.
SocialCRM

Information Symmetry
Increasingly challenging. Increasingly important.
Partners
Sales
Product Development
Marketing
Support
AccountManagement
Services
Customers

Customer Contact Occurs Everywhere
At the tradeshow booth
Contact forms on the web
Q&A during webinars, live chat
Challenge:
How do you capture, rank and share this information so early in the lead lifecycle?
Turning Leads into Prospects into Customers

A glut of critical information and process.
As Leads Qualify, Interactions Increase
Qualification calls
Marketing nurture campaigns
Sales tools introduced
Calls to action made
Challenge:
Is there an effective way to track what was sent, when and by whom?
Each of These Activities Has a Response or Reaction Tied to Them

Opportunities Materialize
What assets do I need to make this deal a reality? Whitepapers, demos, webinars, case studies, silver bullets…
What other groups within my company are going to participate?
Am I working this deal with a partner?
Services involved?
Challenge:
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?

Managing, servicing, supporting and renewing accounts.
The Sales Hand Off
Hand off to Support and/or Services
What did sales tell you?
Who scoped this?
Challenge:
Misaligned expectations
Account renewal
Up/Cross selling
Satisfaction
AccountManagement
Services
Support

services
legal
sales
rep
product
mgr
support
partner
sales eng
It’s Takes a Team

Information silos
Support ticketing
Financial systems
Order management
Service contracts
Context switching
Internal systems
Online sources
Lack of group and departmental collaboration
------------------
Information Asymmetry =
LOST Revenue
Dissatisfied customers
CRM Only A Piece in the Puzzle

Collaboration and data aggregation.
In Context Collaboration and Information Symmetry

Managing, servicing, supporting and renewing accounts.
A Gapless Process
Silos federated:
Accounting
Support ticketing
Social networking
News
Twitter/blogs
Process documented
Stakeholders auto-messaged
Tacit Knowledge captured
Customer needs and desires well understood
Product well-informed
AccountManagement
Services
Support

Enterprise Intelligence
Internal data sources: ERP, AP, support ticketing, files….
Online and Social intelligence
News, twitter, blogosphere, social networking, subscription data sources
Collective intelligence
Tacit knowledge
-------------------------------
MORE Revenue
Happier Customers
Benefits

Decision maker relationships recognized
Prospect’s needs recognized
Customer Support a profit center
Assets and silver bullets fully utilized
Brand attacker turned into evangelist
More targeted products and services
Services higher margin
Customer experience personalized
The symptoms of information symmetry.
More Revenue and Happier Customers

Collaborative CRM for SugarCRM Customers
Seamless Integration with Your Existing SugarCRM Deployment
Create collaboration project directly from SugarCRM opportunity page
Enterprise Intelligence
Share deal data and documents with team members
Take attachments out of email and collaborate
Jointly Developed with Levementum, the Leading SugarCRM Consulting Partner

Immediate Benefits, Immediate ROI
Greater Visibility, Fewer Surprises
Drastically reduce the ‘gotchas’ that can derail an opportunity
Activity stream monitoring allows you to see most recent contacts made within the opportunity
Organized, Accessible Customer and Opportunity Information
Close Deals Faster, More Efficiently
Reduce the friction in the sales process

Collaborative CRM Brings Teams Together
Partners
Sales
Product Development
Marketing
Product Management
Your Sales Opportunities
Legal
Collaborative CRM Creates an Information Advantage

Tangible Value of Collaborative CRM
Increases deal efficiency, revenue and customer satisfaction.
Lowers the cost of sharing, organizing and discovering information
Supports the creation of internal networks for continued, repeated knowledge exchange

Summary
Collaborative CRM
A cornerstone of any high velocity sales environment
Creates information symmetry across internal and external teams
Breaks down barriers, by sharing the critical data that helps close deals faster, and better manage customer relationships
More money
Happier customers

Aaron Roe Fulkerson, @roebot
CEO/Founder
AaronF@MindTouch.com
619.931.2319
Thank You
Questions?

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

by MindTouch

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