Training presentation

1. Faculty of Mgmt. Studies and Research
Analyzing a CRM system “Publisher360”
Driving sales for publishers
Am Industry Internship programme under
Clay Water Ltd. London
Marketing Division
Clay Water Ltd, London
Zafaryab Faridi
13MBA 53
Department of Business Administration, Faculty of Management Studies & Research
Aligarh Muslim University, Aligarh 202002, U.P
Publishers 360 “Driving sales for publisher” 1

2. Faculty of Mgmt. Studies and Research
Contents
 Section 1 - Introduction
 Section 2 - Clay Water Ltd – A profile
 Section 3 - About the Research
 Section 4 - Solution/Recommendations/ Go to market strategy
 Section 5 - Conclusion
 Section 6 - Limitations
Publishers 360 “Driving sales for publisher” 2

3. Faculty of Mgmt. Studies and Research
Section 1
Introduction
 Scope
 Need of study
 Objective
 CRM industry
Publishers 360 “Driving sales for publisher” 3

4. Faculty of Mgmt. Studies and Research
Scope
- Provides valuable feedback information for launching CRM system
- Valuable opinions from expert belonging to different department
- Focus on U.K books market share
Need of the Study
- Importance of CRM system in Publishing World
- Rising revenues of Publishers all over the world
- Aim to find out market dependency of the Product
Publishers 360 “Driving sales for publisher” 4
Fiction
18%
Non-fiction
26%
Children's
11%
School/ELT
16%
Academic
and
Professional
29%
UK Books Market Share

5. Faculty of Mgmt. Studies and Research
Objective
- Explore and measure interest in forming a new product
- Provide variety of core and non- core features
- An insight of all the shades of experts dealing in this industry
- Organization get benefits from the research outcome
Importance of CRM System? Its relevance and description about different
features available and requirement for the next innovative system being
launched in view of the strategies employed according to market requirement
Publishers 360 “Driving sales for publisher” 5

6. Faculty of Mgmt. Studies and Research
 Achievement
- Introduced systems in Designing & Customization in Publishing market
- Provided user friendly functionalities product
- Introduced different operating system for Sage Publication
- Has been working on projects in collaboration with sugarCRM
Publishers 360 “Driving sales for publisher” 6
Section 2
Clay Water Ltd – A profile

7. Faculty of Mgmt. Studies and Research
Section 3
About the Research
 Research Design
 Research methodology
 Research work
Publisher 360 “Driving sales for publisher” 7

8. Faculty of Mgmt. Studies and Research
Research Design
To have an overview & insight of different variables
- Research type : Qualitative research
- Sample Unit : Experts opinion
* Expert : Strategic consultants, sales expert, business analyst, publishing
company employees, CTO, sales director
- Sample Size : 21 respondents
* Strategic consultant & industry analyst – 1
* Sales expert – 3
* Business analyst - 2
* Publishing Company employees – 13
* CTO - 1
* Sales director - 1
Publisher 360 “Driving sales for publisher” 8

9. Faculty of Mgmt. Studies and Research
Research Instrument
- Descriptive interviews conducted regarding the technical aspects
- Telephonic and e-mail played vital role for interviewing experts at distant
places.
Publisher 360 “Driving sales for publisher” 9

10. Faculty of Mgmt. Studies and Research
Research methodology
- Suggestion and information was collected during formal interviews through various means.
- Focusing mainly on academic and professional segments of books market share in view of the target
customers
- Detailed interview about the various aspects of system
- Grounded theory research based on data obtained from various resources like observation, review of
records, interviews
- Data type obtained : Secondary data
Publisher 360 “Driving sales for publisher” 10

11. Faculty of Mgmt. Studies and Research
Research work
Basic steps involved in publisher’s activity
- Consultancy service
- Planning and Customization
- Implementation
- Customer support plan
Variants of different price edition available
Corporate edition priced at $65 per user/month
Enterprise edition priced at $80 per user/month
Publishers 360 “Driving sales for publisher” 11

12. Faculty of Mgmt. Studies and Research
Rough layout of 100 corporate edition licenses sold
Revenue from selling 100 ‘Corporate’ edition Licenses (@$65 per user/month) = $ 78,000
SugarCRM’s share ($45 per user/month for Corporate License) = $ 54,000
Publishers360’s share after SugarCRM’s share = $ 24,000
Revenue from Initial Customization = $ 3,800
Revenue from Designing, Implementation, Training and Project Management = $ 8,000
Revenue from Customer Support = $ 2,280
New customer acquisition and renewal margin from SugarCRM (@10%) = $ 8,100
Total revenue from selling 100 ‘Corporate’ licenses = $ 46,180
Publishers 360 “Driving sales for publisher” 12

13. Faculty of Mgmt. Studies and Research
- Majority of revenues comes from License fees
- Customer support recurring income
- Customization and Project Management one time assessment fees if not required again.
Publishers 360 “Driving sales for publisher” 13

14. Faculty of Mgmt. Studies and Research
Product distinctiveness relative to competitors
- Publishers with no CRM system
- Publishers using different CRM system
- Publishers using in house CRM system
Publishers 360 “Driving sales for publisher” 14

15. Faculty of Mgmt. Studies and Research
* Publishers with no CRM system
- increasing number of academics and
information in database and only small
percentage of leads followed up.
- Majority of leads need to be tracked through
sales cycle in identifying stages regarding
customers frequency
- Unnecessary time spent on administrative
work that goes behind managing each lead .
Publishers 360 “Driving sales for publisher” 15

16. Faculty of Mgmt. Studies and Research
Breakdown of different ways publishing company generate their leads and feeds in sales cycles
Figure: Example of samples generated through different channels. (Courtesy Sage Publications, 2012-13 Inspection Copies Report).
- small percentage of leads are generated through reps and later followed up on.
- administrative time need to be cut down related to managing each lead.
Publishers 360 “Driving sales for publisher” 16

17. Faculty of Mgmt. Studies and Research
a) Lower License Fee
b) Lower cost of ownership
c) Unique features
Publishers 360 “Driving sales for publisher” 17
* Publishers using different CRM system

18. Faculty of Mgmt. Studies and Research
a) Lower License Fee
- economical price per use suitable specially for small publishers
- Different pricing plan, publishers have more option to choose from
- Flexibility in choosing affordable option with reduced ongoing cost
Publishers 360 “Driving sales for publisher” 18
Editions
Microsoft
Dynamics
($USD) per
user/month
Salesforce.com
($USD) per
user/month
SageLogix
Cloud
($USD) per
user/month
Oracle
($USD) per
user/month
Netsuite
($USD) per
user/month
Publishers360
($USD) per
user/month
SugarCRM
($USD) per
user/month
Tier 1
(Basic)
$65 $65 $65 $75 $79 $55 $35
Tier 2 - $125 $100 - $129 $65 $45
Tier 3 - $300 - $399 $80 $60
Tier 4
(Advanced)
- - - - $170 $150

19. Faculty of Mgmt. Studies and Research
Publishers 360 “Driving sales for publisher” 19
Microsoft Dynamics CRM
(Hidden fee)
Sage SalesLogix Cloud
(Hidden fee)
Salesforce.com
(Hidden fee)
SugarCRM
(Hidden fee)
Publishers360
(Hidden fee)
Annual subscription
license includes only
5GB storage per
organisation. Extra
storage add-on @ $9.99
per GB per organization Customisation
Advance reporting, full mobile
access, workflow and API level
integration are only available with
Enterprise ($125/user/month) and
Unlimited editions
($300/user/month) - hence these
become annual costs due to inclusion
in the higher license fee
subscription.
Native SQL reporting
is only available under
Enterprise and
Ultimate editions.
However the
dashboard reports will
be available across all
editions.
Customisation
($5000)
Maintenance and
Support: 20% extra
Integration and e-mail
synchronization. Extra fee is
required as follows:
DynaLink Integration Server:
$5995, Exchange Server
Link: $2995.
Mobile access. Adding mobile
access to the CRM system for
user of Group, Professional and
Enterprise editions costs an
additional of $50peruser/month
(ongoing).
Phone support is
optional for the
first two editions.
Implementation
and Training
(Up to 80 hrs:
$5000)
Integration cost.
External Connector
License which enables
linking Dynamics CRM to
other systems has a list
price of $5284.
Due to the older nature of
SalesLogix application
architecture, additional
software is deployed to enable
access the CRM data on
Blackberries and other smart
phone devices. This increases
the TCO significantly. Prices
are: $3995 for Advanced, $2995
for Standard and $395 for
Mobile User License.
Integration to popular products
from technology providers such
as SAP and Oracle can cost
$12,000 a year (ongoing).
Customer
Support
(Bronze
package:
$2280)
Training Advanced Reporting: $5995 Customisation and training.
b) Lower cost
of
ownership

20. Faculty of Mgmt. Studies and Research
Pictorial representation of hidden fees in different CRM system
Publishers 360 “Driving sales for publisher” 20

21. Faculty of Mgmt. Studies and Research
c) Unique Features
- Departmental Hierarchy
- Campus Foyer
- Calling calendar
- Adoption Hub (reading list)
- Employee Relationship Management
Publishers 360 “Driving sales for publisher” 21

22. Faculty of Mgmt. Studies and Research
* Publisher using in – house CRM system
- Leads to high maintenance
- Needs 3rd party CRM system to focus on their core business activities
to improve sales by cutting down cost associated with improvement,
maintenance and resources
Publishers 360 “Driving sales for publisher” 22

23. Faculty of Mgmt. Studies and Research
Strategy employed
Product strategy
- Flexible pricing plans as per
the need of org. size.
- product consultation &
implementation, customization,
training & customer support
available providing greater
control to customers.
Publishers 360 “Driving sales for publisher” 23
Publishers360
Professional
Publishers360
Corporate
Publishers360
Enterprise
Publishers360
Ultimate
$55 per
user/month
$65 per
user/month
$80 per
user/month
$170 per
user/month
Sales Force Automation (SFA) ✔ ✔ ✔ ✔
Marketing Automation ✔ ✔ ✔ ✔
Support Automation ✔ ✔ ✔ ✔
Customer Service / Call Center
Automation
✔ ✔ ✔ ✔
Reporting & Dashboards ✔ ✔ ✔ ✔
Native SQL Reporting ✔ ✔
Enterprise Forecasting ✔ ✔
Enterprise Opportunity Management ✔ ✔
Custom Activity Streams ✔ ✔
Publishers360 Mobile ✔ ✔ ✔ ✔
Customer Self-Service Portal ✔ ✔
Plug-in for Lotus Notes optional upgrade optional upgrade ✔ ✔
Phone Support optional upgrade optional upgrade ✔ ✔
Assigned Technical Account Manager ✔
Access to a Sandbox optional upgrade ✔ ✔ ✔
Private Cloud Option ✔ ✔
Storage 15GB 30GB 60GB 250GB

24. Faculty of Mgmt. Studies and Research
Publishers 360 “Driving sales for publisher” 24
Customization
Initial Customization Up to $3,800
Subsequent Customizations Up to $2,800
Light Basic Enterprise
Up to 80 hours for design,
architecture, implementation,
training and project
management.
Up to 160 hours for design,
architecture, implementation,
training and project management.
Up to 320 hours for design,
architecture, implementation,
training and project
management.
$4,000 $8,000 $16,000
Support plan Bronze (from
$100/month/organisation)
Silver(from$190/month/
organisatiOn
Gold (from
$290/month/organisation)
E-mail support 100 per year 200 per year Unlimited
Phone support Not available 100 calls per year Unlimited
Response time 48 hrs 24 hrs 8 hrs
Support hours 9.00 am - 5.00 pm 9.00 am - 5.00 pm 9.00 am to 7.00 pm
Design, Architecture, Implementation, Training and Project Management

25. Faculty of Mgmt. Studies and Research
Section 4
Solutions/ Recommendations/ Go to Market strategy
- Skillful demonstration of the CRM system regarding its features.
- Having a well established network system needs to work in different places also.
- Free trials need to be given to big names for its advertisement
- Marketing the product in book fairs
- Social media platforms need to be exploited for promotion.
Publishers 360 “Driving sales for publisher” 25

26. Faculty of Mgmt. Studies and Research
Section 5
Conclusions
- Focuses on mutual benefit relationship
- Market dependency of the product found to be exorbitant
- Emphasized on academic and professional segment of books market in the initial stage
- Competitive edge over other product with its distinctive facet
- Customization and integration services need to be exercised efficiently
Publishers 360 “Driving sales for publisher” 26

27. Faculty of Mgmt. Studies and Research
Section 6
Limitations
- Gathering of suggestion and opinion only from specific group of persons.
- Since Clay Water Ltd. working with other companies, collecting information from it form far away
sources poses a major drawback.
- Busy schedule of experts and from managing team was another hindrance for acquiring
suggestions.
- Resource and Time Limitations
- Data collection Limitation
Publishers 360 “Driving sales for publisher” 27

28. Faculty of Mgmt. Studies and Research
Thank
YouPublishers 360 “Driving sales for publisher” 28