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Adams Publishing Group: The New Generation CRM

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Customer Relationship Management is not just a software tool, it’s a strategy. APG has deployed a CRM strategy that has enabled them to improve the quality of each customer interaction and maximize the profitability of customer relationships. Using a 90% /10% model to project the likelihood of closing a sale, they have more accurate forecasts and simpler pipeline tools for their sales reps. APG is utilizing CRM technology that allows their reps to be 100% mobile—all forecasting activity, pipeline tracking, digital and print order entry, emailing and calendaring is done through the CRM, giving the reps more time in the field with their customers and prospects. David Fike (President, APG Chesapeake) and Amy Lindquist (Business Systems Development Director)

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Adams Publishing Group: The New Generation CRM

  1. 1. The New Generation CRM David Fike President, APG Media of Chesapeake Amy Lindquist Business Systems Development Director, APG- Central
  2. 2. Agenda • Strategic Vision - Mission • Our CRM Experience • RE Imagined CRM • Next Steps in the process
  3. 3. Vision for our CRM Initiative Customer Relationship Management is not just a software tool, it’s a strategy! • Driven from the top – owners • Adams owns a variety of other businesses, including media such as billboard and radio. • With these other businesses, they have have been able to leverage tracking sales with forecasting revenues. • At the end of 2017, we began to develop a CRM with this principle in mind…. • Forecast for a longer period of time into the future • Get to a point of predictive modeling for the future • Long term sales thinking with our sales staff • Manage a visible pipeline • Integrate as possible into our current systems • Eliminate most, if not all, spreadsheet tracking of sales • Improve the quality of each customer interaction and maximize the profitability of increased sales following the customer relationships-whole relationship approach
  4. 4. Overriding Mission Develop one web-based solution for sales staff to do 99% of their sales responsibilities relating to their specific role.
  5. 5. But in truth, we wanted a CRM to grow our revenue.
  6. 6. You might not believe this but most sales staff are not thrilled to use a CRM Sales staff without a CRM Sales staff with a CRM
  7. 7. Our CRM Experience • Sales staff… • Thinks Big brother is watching • Don’t see the benefit for the investment in time • We have used several different CRM’s in the past • We had varying degrees of success • All were cumbersome requiring extra steps outside of our CRM tool
  8. 8. Todays sales rep has to multi task while selling a variety of products
  9. 9. So before we invested the time into launching CRM, we needed to RE Imagine a new process.
  10. 10. Staff needed to be Mobile • A few years ago we invested in MacBook Airs and iPhones for all outside sales staff in a effort to make them 100% mobile. • During that time we worked to migrate our sales staff to web-based systems in an effort to make their interaction with these systems as fast and efficient.
  11. 11. It needed to be Easy One platform for everything We integrated the various functions of their work lives into the fewest number of environments: such as calendars, ad graphics processing, digital & print order entry, account look up, account comparatives, credit holds, emailing, and managers reports.
  12. 12. With all of this heavy lifting behind us we needed to fix the last piece…our CRM.
  13. 13. CRM Transformation Process We have used several different CRM vendors and were never convinced they were effective. So we compared various CRM vendors, including how they were doing it with the other Adam’s businesses. We even shared our vision with Brainworks to see if they could assist.
  14. 14. Shameless Vendor Pitch • APG has made great strides with our partnership with Brainworks. • Brainworks has embraced our vision and is working with APG to develop an easy to use all-in-one environment for our sales team. • We are about two thirds of the way to our final goal. • Our vision of the Next Gen CRM being fully operational is by the 1st quarter of 2019.
  15. 15. So where are we today?
  16. 16. Easy to read three month tracking of revenue sold to budget for reps Sales to Goal
  17. 17. Detailed revenue totals by type combined with forecasted and pipeline revenue projections.
  18. 18. Sales Activity Salesperson Activity from 08/01/18 to 08/31/18
  19. 19. Emails to customers attached to the customers file in the CRM Salesperson Activity Emails for Tom Forsey from 08/01/18 to 08/31/18 Client Name Conta ct Subject Opportuni ty Notes Activity Notes CHESTERBROOK RESIDENCES DC Military Magaine/ At Ease Magazine Hi Kelly, I just left a voice message for your on the phone and wanted to see your thoughts on the new magazine. We are really excited about the opportunity of having your guys join us at At Ease Magazine. I can offer you’re the new low ad rate and the best location if you get in on the first issue. We are really excited about the opportunity of getting this launched with you in time for fall LAURIE VERGE Your voice Message Hello Lauren, wow Summer flew bye and II did not ever have time to catch up with you about the trade show in Denver. I hope your guys found success with Northup Grumman and met with everyone. I know it can be difficult to find everyone at that show because of the tight window. I am excited to talk to you about At Ease and the opportunities for you guys to partner with us. This new luxury magazine has been a labor of love for us, but we are proud of where it is and how it is trending. So please let me know what I can do to support you. MCMILLAN & ASSOCIATIES Ad agreement for At Ease Well hello sir, What a great time for us to connect related to the new magazine and all the people we keep running into. Mutual people seem to be motioning your name overtime. just left a voice message for your on the phone and wanted to see your thoughts on the new magazine. We are really excited about the opportunity of having your guys join us at At Ease Magazine. I can offer you’re the new low ad rate and the best location if you get in on the first issue. We are really excited about the opportunity of getting this launched with you in time for fall and the ensure that your guys are on the right track moving forward this summer. Don’t hesitate to reach out to me for the future. MCMILLAN & ASSOCIATIES Follow up on your questions I know it can be difficult to find everyone at that show because of the tight window. I am excited to talk to you about At Ease and the opportunities for you guys to partner with us. This new luxury magazine has been a labor of love for us, but we are proud of where it is and how it is trending. So please let me know what I can do to support you.
  20. 20. Churn Reports Gains and Losses Team Contact Salesperso n Account Client Name 08/01/18 to 08/31/18 Revenue 08/01/18 to 08/31/18 Revenue Revenue Net Difference Revenue Percent Differenc e DC Military Linda Mork 190 422029 AREORESIDENTAL $1,049.00 $2,623.50 ($1,574.10) -60.00% DC Military Linda Mork 190 754970 OAK LAWN CEMETARY $0.00 $911.50 ($911.50) -100.00% DC Military Linda Mork 190 119576 THEFRIENDSOF AC METZ $0.00 $377.64 ($377.64) -100.00% DC Military Linda Mork 190 743067 DELLIS RETAURANT $0.00 $289.00 ($289.00) -100.00% DC Military Linda Mork 190 416539 EASATERNYACHTCLUB $0.00 $166.60 ($166.60) -100.00% DC Military Linda Mork 190 417047 RICHARDSONFARMS $129.50 $276.76 ($147.36) -53.24% DC Military Linda Mork 190 226895 ESSEX ROOFERS $0.00 $107.50 ($107.50) -100.00% DC Military Linda Mork 190 835745 EVERD ROOFING $0.00 $128.00 ($128.00) -100.00% DC Military Linda Mork 190 247749 SILVER BRICK TOWN $0.00 $276.50 ($276.50) -100.00% Sub Total: Linda $1,178.80 $5,198.10 ($4,019.30) -77.32 DC Military Jason ONeil 192 345868 NORRISUSED CARS $0.00 $3,600.00 ($3,600.00) -100.00% DC Military Jason ONeil 192 345868 DRUGCITY $74.00 $1,950.00 ($1,876.00) -96.21% DC Military Jason ONeil 192 345868 CONNELLEYFUNNERAL $0.00 $276.20 ($276.20) -100.00% DC Military Jason ONeil 192 345868 HOME OF DUNDALK $0.00 $964.26 ($964.26) -100.00%
  21. 21. We are now booking revenue opportunities and these can be viewed easily over a three month period. All Open Opportunities. All Open Opportunities. All Open Opportunities.
  22. 22. 90/10 Model • We also have implemented only two potential opportunity categories. 10 Percenters, 90 percenters. Orders will be converted to sales. • We decided on these to simplify the decision process for the reps. Either they are going to make the sale or not in their mind. • For 10 and 90 percenters, that amount of the total pitched revenue is being calculated in the total forecast amount. All Open Opps (2 Months)
  23. 23. One step conversion from Opportunity to entry of sale-No overlap with forecast Opportunity Data
  24. 24. Next step to develop Forecasting • Forecast model will be at the account level and roll up to become the forecasting report for our CEO. • Sales staff will have one simple interface that includes historical data about a specific account and estimates they see coming from that account this year. • We will focus on a three month window, in the beginning but look to expand to one year look. • Sales staff will then change the forecast for a customer as the customer changes their advertising strategy. • Managers will use the forecasted amount and develop gap planning for each rep to ensure staff achieves reaching monthly budgets.
  25. 25. Next Gen CRM Topics • Better track trends in business sectors • Performance ratios • Better understand opportunities within revenue segments and trends • Better budget off forecasted data Managers will be able to….. • Sales staff will be able to use by pulling rate cards and past data together from the system Proposal generator • Using all this data to better prepare for the future and fully take advantage of opportunities that lie ahead Predictive Modeling
  26. 26. While we know sale staff will still not be the biggest fan of using the CRM, our goal of making it easier and more natural for them is getting closer to reality.
  27. 27. And if sales staff are happier, more money is bound to follow!
  28. 28. Thank you for the opportunity to present our CRM Initiative Vision Questions?

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