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?
10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 3

“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

Mind the gap
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Goal vs. means
AB goal
means
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One size fits all?
10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 9

Many roads lead to Rome
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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

Relationships
sales marketing
customer
opportu-
contacts
nities
cases orders
support partner
10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 15

Phased approach
strategy define design implement evaluate
strategy
evaluate define
implement design
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Starting point
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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

Finish line
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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

Customization example
! Two good options
! Studio and custom code
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Campaign example
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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

Questions?
Thank you!
winfred@mobinat.com
10/27/09 Copyright © 2009 Winfred van Kuijk • winfred@mobinat.com, Inc. All rights reserved. 32