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)

1. The New Generation CRM
David Fike
President, APG Media of Chesapeake
Amy Lindquist
Business Systems Development Director, APG-
Central

2. Agenda
• Strategic Vision - Mission
• Our CRM Experience
• RE Imagined CRM
• Next Steps in the process

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. Overriding
Mission
Develop one web-based solution for sales staff to
do 99% of their sales responsibilities relating to
their specific role.

5. But in truth, we
wanted a CRM to
grow our revenue.

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. 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. Todays sales rep has to multi task while selling a variety of products

9. So before we invested the
time into launching CRM,
we needed to RE Imagine
a new process.

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. 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. With all of this heavy lifting behind us we
needed to fix the last piece…our CRM.

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. 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. So where are we today?

16. Easy to read three month tracking of revenue sold to budget for reps
Sales to Goal

17. Detailed revenue totals by type combined with forecasted
and pipeline revenue projections.

18. Sales Activity
Salesperson Activity from 08/01/18 to 08/31/18

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. 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. 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. 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. One step conversion from Opportunity to entry of sale-No overlap with
forecast
Opportunity Data

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. 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. 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. And if sales staff are
happier, more money
is bound to follow!

28. Thank you for the opportunity to
present our CRM Initiative Vision
Questions?