Frost And Sullivan 2009

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This presentation was conducted at the Annual Frost and Sullivan conference in Anaheim, CA in the fall of 2008.

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Frost And Sullivan 2009

  1. 1. Doing More, With Less. But How? Effective Lead Generation & Pipeline Management Don Lamping Associate Director, Surgeon Communications (CRM) Zimmer Holdings, Inc February 11, 2009
  2. 2. My Biography •18 years at Hillenbrand Industries •Recently joined Zimmer •Facilitator for Indiana Wesleyan University’s Online Business Management Program for 9 years •Recent speaking engagements •Frost and Sullivan – SanFrancicso, CA •ISM, DestinationCRM – New York City, NY •CRM Summit – Winterthur, Switzerland •Married to Beth in 1997,we are the proud parents of 5 boys ranging from 10 years to 6 months.
  3. 3. Three Critical Ingredients We all have different levels of CRM maturity within our organizations •Basic •Intermediate •Advanced Roadmap for successful implementation of CRM in your Organization •Executive Sponsorship and Steering Committee •CRM Team •User Adoption Insight to harnessing CRM for revenue growth •Integration of Sales and Marketing efforts •Campaign / Lead integration •Social Networking – LinkedIn / Facebook / MySpace •Analytics, alerts, dashboards, reports
  4. 4. Doing More, With Less, But How : Effective Lead Generation & Pipeline Management CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. • Increased per-customer revenues The Payoff • Enhanced cross-sell and up-sell • Trimmed sales cycles • More-efficient call center operations • Improved sales forecasting • Fewer customer problems • Better-informed marketing decisions
  5. 5. Billion Global Internet Users 1.4 1.2 Rest of world Japan Asia/Pacific 1.0 W Europe US 0.8 0.6 0.4 0.2 0 1999 2000 01 02 03 04 05 06 07 08 2009 Source: Merrill Lynch
  6. 6. Google search on CRM produced over 6 million results
  7. 7. CRM in the Healthcare Industry
  8. 8. Why CRM is a Customer and Competitive Necessity •It can typically costs up to 10X to acquire a new customer as it does to retain an existing one •“Some companies can boost profits by almost 100% by retaining just 5% more of their customers.” Harvard Business Review (Reicheld & Sasser) •Most companies lose 50% of their customers in 5 years (Harvard University) •The web customer is ‘only 1 click away from your competition’
  9. 9. “The Perfect Storm” •Changing Business Environment •Large Amounts of Data •Economic Conditions/Crisis •Many Analytical Tools •Mindshare with Customers •Increased Competitive Pressure •Social Networking •Lowered Competitive Barriers
  10. 10. A Collaborative Effort Customer Partners Education Support Marketing Customer Customer Service Sales Data Insight Customer
  11. 11. Capabilities Value Map Vision Best Practice – Create a CVM Revenue Generation Customer Increase Grow Existing Customer Profitability Revenue Customers Retention Marketing Improve Sales Acquire New Increase Sales To Increase Sales Effectiveness Profitable Existing Customers Retention of Service & Customers Existing Support Customers PRM Data-Insight Consistent Sales Personalized Customer Methodology Marketing Campaign Interactions Partner Automatic Competitive Management & External Customer Survey Opportunity Pipeline Information Measurement Visibility Activity Management Account Intelligence Web-2-Lead SLA Management Improve Customer Team Selling Lead Generation and Satisfaction Personalized Customer Qualification Sales Content Interactions Cross-sell and up-sell Competitor Data Idea Sharing Management Repeat Satisfaction Risk Cost Mitigation Methodology Savings
  12. 12. Sales Marketing Playbook (Collaboration) •Ownership •Keep It Simple •Leverage Technologies •Accountability •Follow-through •Seamless Integration Both Business Processes •Data-driven Analytics
  13. 13. Acquire Customers/Grow Your Business
  14. 14. 6 major stages for an effective lead management program: 1. Lead Generation (generating inquiries) 2. Lead Qualification (are they a fit? Are they sales ready?) 3. Lead Nurturing (cultivating early stage leads) 4. Lead Distribution (hand off from marketing to sales) 5. Lead Pursuit (sales process and pipeline) 6. Lead Tracking and reporting (closing the loop between sales and marketing)
  15. 15. Closed Loop Lead Management Payoff •Aligns sales and marketing effort •Allows for multiple lead generation vehicles, including e-mail, referrals, public relations, speaking events, blogs, podcast, webinars and more •Assists in identifying and prioritizing your best prospects •Avoids lulls in the sales cycle with quicker allocation and processing •Allows for a dialog with other employees or partners to assist with the lead processing •Helps target prospects early in the buying process and makes the most efficient use of sales productivity and marketing resources.
  16. 16. Sample Lead Management Metrics Status Count % Dead Leads 4295 48% Lead Pipeline Working lead 3429 40% Opportunities 934 11% Wins 117 1% Lead ROI
  17. 17. Manage Customer Relationships
  18. 18. Customer Profile Customer info Name, address, - Type Activities Phone, email - Needs Relationships - Dates - Preferences - Yrs Service - GPOs - Opportunities - FY - Affiliates - Follow-up - Influencers Products Marketing - Capital - Campaigns - Rental - Sub-Categories - Cross/up sell - Volumes Financial Competitive info - Profitability - Products Customer service - Credit holds Operations - Prices - Current Issues - Ts & Cs - Shipments - Historic Issues - Open Orders - Satisfaction
  19. 19. Customer Life Cycle (CLC) RELATIONSHIP AFTER SALES IDENTIFICATION, SUPPORT ANALYSIS DECISION VALIDATION COVER THE PROPOSAL DECISION MAKERS
  20. 20. What Benefits CRM Brings to You  Revenue  Customer satisfaction / retention  Campaign effectiveness  Forecast visibility  Risk Dashboards • Graphical visibility • Critical Business Statistics Reports • Business Metrics • Segment and summarize Collaboration • Customer / Prospect Interactions • Team selling • No surprises (integrated cust.srvc.)
  21. 21. Mobile
  22. 22. Streamline Service and Support
  23. 23. Three Basic Ingredients We all have different levels of CRM maturity within our organizations •Basic •Intermediate •Advanced Roadmap for successful implementation of CRM in your Organization •Executive Sponsorship and Steering Committee •CRM Team •User Adoption Insight to harnessing CRM for revenue growth •Integration of Sales and Marketing efforts •Campaign / Lead integration •Social Networking – LinkedIn / Facebook / MySpace •Analytics, alerts, dashboards, reports
  24. 24. Questions and Answers
  25. 25. Thank You

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