1. CRM Key Considerations If you’re going all out, you might as well have a plan… www.equipmentfx.com
2. Customer Profiling Definition: The ability to record customer demographics and ERP system data Customer operation/market details Customer AR Profile: Ability to quickly pull up past, recent sales by category: service, rentals, parts, machine (new & used) Customer Fleet Profile: key field created for # of machines, class of machines
3. Activity Management Definition: The ability to efficiently record all activity by Account, Contact, and/or Opportunity/Lead. 1: Categorize pending activities with activity code and completed activities with result code for management reporting- # of leads by rep, follow-up activities, default reporting for leads not followed up on.
4. Activity Management 2: Real-Time alerts in application or to mobile devices- instant paging of leads with key information required in contact form from webpage (for example, zip code, send directly to the rep that manages that territory.
5. Activity Management 3: Time and Territory management assistance- filtering capabilities to review key accounts by rep, by territory, in descending $ of sales, # of machines etc.
6. Opportunity Management Definition: The ability to track sales opportunities from inception to completion 1: Real-time visibility into all sales activities, including product and services information and revenue details- ideally, to justify marketing ROI, you would be able to take a snapshot of current customers, then track new customers that are entered as a web import, then analyze these leads 6-12 months downstream to determine sales volume, profit (assuming averages only by department: sales, parts, rentals, service)
7. Opportunity Management 2: Forecasted Sales to better predict, manage, and analyze a sales person’s pipeline- lead management reporting that was literally as easy as clicking on a button that lets a manager review all leads, by rep, and blend with existing sales quotes from ERP system, or contact management system
9. Lead Management Definition: The ability to track leads from multiple sources 1: Integration to internal sources like company website 2: Lead Qualification process- good lead, bad lead, follow-up in 12 months etc. 3: Automated lead response systems- electronic response mechanisms (expedia, amazon forms)
10. Lead Management 4: Automated Lead Distribution- automatically to rep, day-end summary to internal fulfillment center (individual to manage the mail out of fulfillment brochure, business card, magnet) 5: Lead conversion tracking by source- manual process by comparing leads generated to closed sales, but would need to be a report that is generated each month so internal personnel can compare with closed sales from commission reports etc.
11. Campaign Management Definition: The ability to plan, execute and track marketing campaigns 1: Create Market segmented lists by demographics or product interest- key fields need to include SIC codes, # of employees 2: Campaign budget tracking- key goal is to get senior management to see this initiative as the creation of a sales pipeline, not as a “marketing expense” as in the traditional sense
14. Database Analysis Definition: The ability to easily slice and dice the customer/prospect database to help identify target markets, priority customers/prospects and areas of information deficiency.
15. Database Analysis You Need a Territory realignment tool Interface to automate USPS data cleansing process (CASS/NCOA) Interface to automate Data augmentation (D&B Demographic info)
17. That’s A LOT to Consider! Start slowly, understand the stages Don’t overreach in the beginning Take small steps, focus on a few processes at a time Create a “champion”
