This Case Study was completed by FrontRange Solutions on a GoldMine CRM system that I implemented at E2M.

1. C A S E ST U DY SOFT WARE
GoldMine ® Keeps Tabs on Prospect,
Customer Relationships and All Opportunities
for Software Development/Consulting Firm
COMPANY PROFILE new GoldMine feature or functionality
Organization:
Effective Enterprise Management (E2M), E2M integrates into its operations, the
Effective Enterprise
based in Osceola, Indiana, helps small company only realizes more efficiency and
Management (E2M)
and mid-size manufacturers better greater peace of mind that it’s not losing
Industry: utilize resources to increase profitability. any opportunities to serve prospects or
Software Development/ Established in 1996 as Custom Data customers.
Consulting Solutions, E2M has evolved into a software
development and full-service information
FrontRange Products:
“As a small company, customer
and resource management consulting firm.
GoldMine ® Corporate Edition
E2M offers fully integrated business and shop service is the only way we
GoldSync ®
floor management tools that have a proven
track record of reducing costs, enhancing can compete. With GoldMine,
Web site:
productivity and increasing profitability.
www.eem-inc.com nothing falls through the
Quick Stats: BUSINESS NEED cracks. I feel like we really
Employees: 6 Like any small business, E2M must be
Users: 6 extremely efficient in all aspects of its take care of our customers,
Operating environment: operations. The company can’t afford to
Windows XP, SQL duplicate efforts or fail to follow up on
which would be close to
any leads. E2M needs a centralized way of
impossible without a tool
tracking all interaction with customers and
prospects so that every member of the team like GoldMine.”
knows the current status, and when further
action is necessary. The company also needs – Melissa Jones, Vice President,
a way to report on completed and pending Customer Service
activities, and view its sales pipeline to know
what opportunities might be near closing. It “GoldMine is the central repository for all our
simply can’t risk missing a single opportunity. information, for everything we need to know
about a customer,” explained Melissa Jones,
GOLDMINE SOLUTION vice president of customer service for E2M. “If
When E2M formed in 2001, a sister company it’s not in GoldMine, it didn’t happen.”
introduced it to GoldMine® Corporate
Edition to help manage all of E2M’s INFORMATION SHARING WITH GOLDSYNC
business relationships effectively. Since then, E2M employees manage all of their contacts
GoldMine remains an increasingly integral and activities in GoldMine, logging every
part of the company’s processes. With each interaction with customers and prospects. The
FrontRange Solutions Inc.
1125 Kelly Johnson Blvd.
Colorado Springs, CO 80920
www.frontrange.com

2. team stays on the same page by synchronizing Jones also stays on top of customer service
its records over a VPN network several times a and opportunities with regular reporting.
day with GoldSync, an add-on synchronization The company created SQL reports to extract
tool from FrontRange Solutions. With shared data from GoldMine such as “Opportunities”
information, each consultant knows if a fellow and “Closed Sales.” On a weekly basis, the
E2M employee has contacted a customer and company pulls reports and meets to discuss
where things stand. Plus, it gives managers current activities. Jones visits customers or
Business Benefits and consultants the freedom to access current prospects armed with complete histories of all
Realized with GoldMine information when they’re on the road or interaction with those contacts, enabling her
• GoldSync gives employees working from home. to pinpoint ways to help customers further.
access to updated contact
details, and the freedom to Company managers tap into the information The company’s president, Ron Mee, relies
input and look up information to determine whether customer issues were on sales forecasts and historical data to plan
while in the field. resolved effectively, or if there’s anything company resources and budgets. Plus, the
• With all contact details in they still need to address. Whenever a user contact information keeps him “in the loop”
GoldMine, the company changes the status of a customer or prospect without requiring him to contact customers
spends more time on sales and relationship, the president receives an alert, himself or check in with sales reps.
servicing customers – instead ensuring he also always knows the status
of in status meetings. of that relationship. With all the details in TIME TRACKING IN GOLDMINE
• Every activity and its duration, GoldMine, the company spends more time on ELIMINATES DUPLICATE EFFORTS
including time tracking sales and servicing customers – instead of in E2M also leverages GoldMine to record its
and billing, is tracked with status meetings. time. When employees finish an activity,
GoldMine’s Complete Action whether sales or work with a customer, they
feature. “We started off small, and the more you grow, complete an action in GoldMine, noting the
• Sales reps categorize the harder it is to relay information,” Jones duration of the activity and tagging it with
prospects by their “readiness,” said. “GoldMine sorts the information and the appropriate client and activity categories
giving them and managers a gives us what’s important. Because we’re using the “Code” and “Result” fields. This
view into the sales pipeline. not chasing our tails, we can concentrate our serves two purposes, tracking time and
efforts where they need to be.” keeping up with all contact activity, which
eliminates duplicate efforts and probably
A WINDOW INTO THE SALES PIPELINE saves consultants hours each month.
Opportunity Manager, a GoldMine tool that
allows sales reps to categorize their prospects With a Microsoft Access front-end, E2M then
by their phase in the sales process, serves as extracts timesheets bi-monthly to support
a window into the company’s sales pipeline billing. Because GoldMine gives employees
for managers and sales representatives. Reps an infinite amount of space in which to
rely on the feature to sort and filter their record details about their activities, the
own prospects based on their category of company can provide extensive background
“readiness” and target different sales efforts at information on invoices about how they
each group. The tool gives them piece of mind served customers, which reinforces the value
that they aren’t missing any opportunities and of E2M’s consulting.
that they don’t contact anyone prematurely.
Copyright © 2004 FrontRange Solutions USA Inc. All Rights Reserved. GoldMine, HEAT and other FrontRange Solutions products, brands and
trademarks are property of FrontRange Solutions USA Inc. and/or its affiliates in the United States and/or other countries. Other products,
brands and trademarks are property of their respective owners/companies.

3. “For us, it was a complete no-brainer,” Jones SUMMARY
said. “Otherwise, employees would also have From the outset of relationships with
to keep track of their timesheets. Now, they prospects to serving existing customers,
don’t have that housekeeping, which makes GoldMine ensures that E2M takes the right
it easier for them to concentrate on what they steps at the right time. With synchronization,
need to. As soon as it’s in GoldMine, they’re every E2M employee has access to a
done with their part.” centralized database, and knows the exact
status of relationships and what they need
ORCHESTRATING EMAIL BLASTS to do next. They don’t waste time piecing
E2M also turns to GoldMine for distributing together what last happened with a contact,
e-mail campaigns. The company uses Microsoft and they have the peace of mind that they
Outlook for e-mail, so it exports contact records aren’t missing a single opportunity. Ultimately,
from Access into Outlook, then launches e-mail the software enhances productivity and the
blasts. Using filters in GoldMine, E2M segments company’s competitive edge.
targeted groups of its database to tailor
messages accordingly, whether contacts are “A growing company is always understaffed
current customers or prospects. and you certainly can’t afford to let
opportunities pass because of a forgotten
E2M gives each e-mail campaign a result code. follow-up or a failure to communicate,” Mee
A few weeks after the campaign, the company explained. “I don’t think we could have been
pulls up the result codes to determine whether successful with our first national product
a response came back. It can gauge the success release without GoldMine. It helped us to
of each campaign and integrate the most manage the overwhelming tasks of mass
effective techniques into future campaigns. marketing, fulfillment and follow up.”
E2M appreciates that GoldMine has grown “Customer service is the only way we can
with its evolving needs – and the company is compete,” Jones added. “With GoldMine,
confident that it will continue to do so. The nothing falls through the cracks. I feel like
company continuously finds new features it can we really take care of our customers, which
leverage to further streamline its processes. would be close to impossible without a tool
like GoldMine.”
Copyright © 2004 FrontRange Solutions USA Inc. All Rights Reserved. GoldMine, HEAT and other FrontRange Solutions products, brands and
trademarks are property of FrontRange Solutions USA Inc. and/or its affiliates in the United States and/or other countries. Other products,
brands and trademarks are property of their respective owners/companies.