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

You want a CRM system?


“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


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


Mind the gap


Goal vs. means

AB goal

means


One size fits all?


Many roads lead to Rome


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


What is a CRM again?

!   Not: (just) software
!   people
!   process
!   technology

!   Relationships
!   company and customer
!   departments
!   data sources


Relationships

sales marketing
customer

opportu-
contacts
nities

cases orders

support partner


Phased approach

strategy define design implement evaluate

strategy

evaluate define

implement design


Starting point


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


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


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

The choices made

!  SugarCRM
!  professional: reporting, teams, workflows
!  hosted at external ISP
!  local (or outsourced) knowledge
!  limited customization
!  Start with sales
!  leads, contacts
!  opportunities


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


Finish line


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)


Customization example

!   Two good options
!   Studio and custom code


Campaign example


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


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?


Looking forward

!   Becoming commodities
!   cost for communication
!   contact database

!   Value is shifting
!   understand the relationships
!   exploring other relationships
(cloud services, social media)


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


Questions?

Thank you!

winfred@mobinat.com


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