Making the CRM “Work”
Authored by Sreejesh K M, CTO TBC-World group
2014 TBC-World 2
KEY FACTS
Source: Microsoft Dynamics CRM Research
Bottom-line: Don’t just install CRM or Subscribe to a
c...
2014 TBC-World 3
 Why do we go to same Doctor
again and again?
 The Doctors knows me!
 Why do you as a Customer,
many t...
2014 TBC-World 4
 A Doctor is one Individual – But, a Company
on the other hand have a number of
employees (who may be ke...
2014 TBC-World 5
 Pick top 2 or 3 Goals
 Deeper Info on Customers
 Manage Leads and Lead
Management Life Cycle
 Manage...
2014 TBC-World 6
 Integrate Email, Chat, Inbound and
Outbound Calls, Social Media
 Email Integration is bare minimum
 I...
2014 TBC-World 7
 Define the key CRM terms and
make an effort to make
everyone understand the
defined terms and what it m...
2014 TBC-World 8
 Lead
 A Lead are the individuals or representatives of
Organizations who are likely to show/shown inte...
2014 TBC-World 9
 ​Sales Cycle
 Gets started only on a "Converted" Lead. “Converted” means,
converted to Accounts, Conta...
2014 TBC-World 10
 ​Potential
 Potential is nothing but a Sales Opportunity. New Potentials can
created from an existing...
2014 TBC-World 11
 Form CRM team,
assign roles, explain
Goals, Terms and
workflow, Train new
and old users
 Have a perso...
2014 TBC-World 12
 Share insights
regarding Leads
and Accounts to
Marketing team for
better campaigns
 Improve Inter-tea...
2014 TBC-World 13
 Customize Reports aligning
with Goals
 Use the power of Reports
and see Planned vs Actual
Goal Achiev...
2014 TBC-World 14
Thank you
Queries if any, please connect with me on linkedIn
in.linkedin.com/in/sreejeshkm/
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Making the CRM work

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Why do you as a Customer, many times stick to your Vendors?
Bottom-line:
Don’t just install CRM or subscribe to a cloud CRM and expect it to “Work” for your Company

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Making the CRM work

  1. 1. Making the CRM “Work” Authored by Sreejesh K M, CTO TBC-World group
  2. 2. 2014 TBC-World 2 KEY FACTS Source: Microsoft Dynamics CRM Research Bottom-line: Don’t just install CRM or Subscribe to a cloud CRM and expect it to “Work” A CRM tool helps in Centralized Management of Marketing efforts, Business Development efforts, Sales efforts and Customer Relationship efforts in pursuit of Org Goals
  3. 3. 2014 TBC-World 3  Why do we go to same Doctor again and again?  The Doctors knows me!  Why do you as a Customer, many times stick to your Vendors?  Some Vendor knows you and is able to understand and deliver better  A Long term Relationship is essential for creating lasting Success CUSTOMER RELATIONSHIP
  4. 4. 2014 TBC-World 4  A Doctor is one Individual – But, a Company on the other hand have a number of employees (who may be keep changing as well!)  Company / Organization Goals  Manage Pipeline, Revenue, Profit  Customer Retention  “Understand” the Customers  “Deeply Understand” the Most Valuable Customers  Manage Leads and Lead Management Life Cycle  Manage Accounts, Opportunities and Sales Life Cycle  Customer Support  CRM tool is part of Strategy towards achieving Organization goals WHY A CRM TOOL?
  5. 5. 2014 TBC-World 5  Pick top 2 or 3 Goals  Deeper Info on Customers  Manage Leads and Lead Management Life Cycle  Manage Accounts, Contacts, Opportunities and Sales Life Cycle  There can be more Goals but define them  All stakeholders must understand and agree on the goals WHAT ARE YOUR CRM GOALS?
  6. 6. 2014 TBC-World 6  Integrate Email, Chat, Inbound and Outbound Calls, Social Media  Email Integration is bare minimum  If other integration not present, please do have the records of Communication in CRM as comments  Customize the CRM Tool  Define roles, access permissions  Customize the Sales Stages. Add/Remove more Lead Sources Or add Type of Business etc…  Decide what is mandatory/optional to capture as part of Key Entities like Leads, Contacts, Accounts and Potentials  Decide the default values INTEGRATE, CUSTOMIZE
  7. 7. 2014 TBC-World 7  Define the key CRM terms and make an effort to make everyone understand the defined terms and what it means  CRM terms - sometimes mean different things to different people.  A lot of CRM terms, have been implemented differently by different CRM vendors, adding to the confusion  Explain the terms to the concerned Top management as well – Don’t assume that, they know it NO AMBIGUITY
  8. 8. 2014 TBC-World 8  Lead  A Lead are the individuals or representatives of Organizations who are likely to show/shown interest in your products or services  Lead Management  Lead Management involves 'Lead Capture', 'Lead Qualification', and 'Lead Conversion Process'  Lead Conversion Process  Converts Qualified Leads to 'Accounts' (Accounts can be treated as Customers or Clients loosely, but better to use the term Accounts itself), 'Contacts' and 'Potentials'. Lead Conversion doesn't mean, they are our Billable Clients already CRM KEY TERMS AND WORKFLOW
  9. 9. 2014 TBC-World 9  ​Sales Cycle  Gets started only on a "Converted" Lead. “Converted” means, converted to Accounts, Contacts, and/or Potentials.  Sales Cycle Stages  Sales Cycle involves sequence of Stages as below, and in the below order • Stage 1. Need Analysis • Stage 2. Solutioning • Stage 3. Quotation • Stage 4. Negotiation As we move to higher Stages of Sales Cycle, our probability of winning a deal increases, and uncertainty decreases. Note: Feel free to customize if there are more stages in your firm CRM KEY TERMS AND WORKFLOW
  10. 10. 2014 TBC-World 10  ​Potential  Potential is nothing but a Sales Opportunity. New Potentials can created from an existing Account. In CRM tool, Potential can be created during the Lead Conversion process also.  Account  An ​Account is Company or Organization that reached the Sales Cycle with us. An Account should have at-least one Contact. An Account gets created during the 'Lead Conversion Process'. Prospects or Customers stay as Accounts in CRM  Contact  An Account can have one or more Contacts. Sales Cycle Communications with the Accounts are done through their Contacts CRM KEY TERMS AND WORKFLOW
  11. 11. 2014 TBC-World 11  Form CRM team, assign roles, explain Goals, Terms and workflow, Train new and old users  Have a person in the team, in Charge of  Data Privacy  Data Segmentation CRM TEAM
  12. 12. 2014 TBC-World 12  Share insights regarding Leads and Accounts to Marketing team for better campaigns  Improve Inter-team and intra team collaboration  Share the Dashboard to Management for high level view CONTINOUS IMPROVEMENT
  13. 13. 2014 TBC-World 13  Customize Reports aligning with Goals  Use the power of Reports and see Planned vs Actual Goal Achieved status REPORT
  14. 14. 2014 TBC-World 14 Thank you Queries if any, please connect with me on linkedIn in.linkedin.com/in/sreejeshkm/

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