CRM Acceleration - SME case study

BIGGER BUSINESS FOR SMALLER COMPANIES a case study for DAVID Systems Winfred van Kuijk • winfred@mobinat.com 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 1

“Small”? !  companies 99% 20.5 million companies (<100) !  turnover 58% €13.5 thousand billion source: EIM: Annual Report on EU Small and Medium-sized Enterprises, jan 2009 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 4

Conclusion !   Size matters !   common goals !   different means !   Scalable !   scope and turnover !   resources !   Adaption to change !   the need !   the ability !   Different approach !   just do it !   iterative process 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 5

DAVID Systems CRM implementation !  Company background !  What is wrong with using spreadsheets? !  What is the best solution for me? !  How to get to the finish line? !  What is the bottom line? !  Looking forward 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 11

What is a CRM again? !   Not: (just) software !   people !   process !   technology !   Relationships !   company and customer !   departments !   data sources 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 14

DAVID Systems !   Products and technology company !   radio & television industry !   offices in Munich, Berlin, USA !   international partner network !   ±30 employees, ±10 partners !   Original situation !   no previous CRM system !   focus on sales !   no pipeline management !   contact data in Outlook 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 18

Steps taken !   Define objectives !   central contact database !   central opportunity management and not the !   more efficient marketing activities other way !   Define scope around! !   implement CRM !   start with sales + marketing process !   Selection criteria !   open, standards based !   client - server !   cheap 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 19

The questions asked !  Product or project? !  Open or closed? !  Us or them? !  Here or there? !  Now or later?  for each: be able to change the answer later 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 20

The choices made !  SugarCRM !  professional: reporting, teams, workflows !  hosted at external ISP !  local (or outsourced) knowledge !  limited customization !  Start with sales !  leads, contacts !  opportunities 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 21

Customization !   Layout !   company specific fields !   Workflow !   calculations !   notifications !   Excel spreadsheet  Needs to fit like a glove  not too much, not too little  system adapts to user, not the other way around 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 22

Implementation details !   Using SugarCRM with opportunity customizations !   booking amount: split hardware, software, services !   partner teams !   multi currency updates !   Web-to-lead !   Using Studio and custom logic hooks !   Workflows !   e-mail notifications (time & action) 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 24

Quantity !   Quick to implement !   days, not weeks/months/years !   Weekly opportunity reviews !   Predictable forecasts !   Monthly time spent !   pro-active support !   re-active support !   feature enhancements !   You can not manage what you can’t measure !   campaigns !   opportunity/pipeline/forecast results !   direct vs. indirect results 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 27

Observations !   The right approach !   top down and bottom up !   what’s in it for me? !   Business & technology !   keep these two closely linked !   One place to store data !   offline access still needed? !   keep it clean! !   Much more reporting information !   including: usage !   maybe even… too much information? 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 28

Looking forward !   Becoming commodities !   cost for communication !   contact database !   Value is shifting !   understand the relationships !   exploring other relationships (cloud services, social media) 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 29

Tips !   Start with the goal in !   An o.k. system now mind vs. a perfect system !   how to measure? someday !   not: “a working system”! !   pick quick wins !   define TCO !   remain flexible !   Involve the users !   Stay focused early and often !   on your core business !   what is in it for them? !   on your goals: outsource !   keep asking why (Toyota) when possible, but stay in !   seeing is believing control 10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 31

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CRM Acceleration - SME case study

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