Customer Relationship Management
CRM in Sales Management
Gopalan Narasimhan
CRM for Sales Function
Source [Link]
Customer Relationship Management in Sales
Marketing, CSS and ERP Data feed into Sales
Management activities to enable sales
Sales focus : From transaction to Customer
Relationship Relationship marketing / Relationship
selling
Automation of Sales Function
Improves sales effectiveness
Increase in productivity
Components of SFA
Sales Process Management
Territory Management
Contact Management
Pipeline Management
Configuration Support
Mobile CRM
Field Force Automation
Sales Process and Sales Activity
Management
Opportuni
ty
Generate
d
Sales
Collateral
s
Lead /
Territory
Allocation
Account
sales
team
Prospect
contacted
Sales
Strategy
Qualificati
on
Proposal
Generatio
n
Solutionin
g
Solutioni
ng
Order
Product
Demo
Sales Activity and Process Management
Communication and Collaboration Tools
Effective communication and collaboration
Increase info sharing / transparency
Multi-disciplinary teams / SMEs/
Proposal submission
Product Demos
Deal strategy discussions / meetings
Tracking Prospect Stages
Key actions / Action owners / Target dates for action
Improved responsiveness
Individual and Org To Do list
Workflow support
Territory Management
Think of your Business Process
How prospects are allocated to sales reps?
Mktg activities to generate leads or convert leads into
customers
Territory Management
Territory and Account assignment
Quota management : Capture of sales quota / tracking
against actual and progress reporting (ATD / YTD /
QTD)
Roll up data for territory / regional/ ac manager / mgmt
Forecast
Win Probability
Prospect Phase RFP requested / Proposal submitted /
Solutioning / Shortlisted / Product demo / Contract
nego / Contract signing
Account teams for Large deals
Sales / Pre-sales / SMEs/ Execs
Mapping with External influencers / competition /
Contact Management
Where do you keep the
Contact data?
Phone book
Rolodex
Phone, email, .
Laptop /PC
MS Outlook, Google, Excel,
etc.
MS Outlook contacts,
emails, appointments,
Calendar, tasks,
Contact Management
Maintain rich contact profile by Organizing and
Managing Client / prospect data like contact number,
emails, org. structure, decision makers and influencers
Client org contact for different functions execs,
decision makers, influencers, contacts for billing /
receivables, etc.
Sales promotion info / campaigns in which the
contacts were involved
Survey responses
RFM data and analysis
Automated workflow
Unified communication
Integrating sales activities across many to many
Pipeline Management
Pipeline / Opportunity / Lead Management
Opportunity to Order activities Different phases
To track opportunities thru the sales cycle
Probability of Win actioning to improve win rate
Forecasting
Cycle time measurements phase-wise, analysis for
issues and improvement
To ensure opportunities tracked and not falling thru any
cracks
Prospect attributes tracking Product interests, sales
person resp., likely value, win chances, key influencers,
decision making process, competition, etc.
Pipeline Management
Closing the sales loop by tracking back the order to
Marketing campaign / source of opportunity
Campaign effectiveness
Lost deal analysis and learnings
Sales cycle time effectiveness of sales process
Delays / Improvement opportunities
Key Challenges
Data quality
System capability
Business process and system alignment
People buy in / process complaince
Configuration Support
Product build / assembly for Customers from scratch
Configuring the steps and activities, defining
schedules, responsibilities and dependencies
Product configuration generation
Quote generation
Workflow support for approvals, checking inventory of
components
Product bundling / new product packages Branding
and distribution
Contract generation / proforma invoice generation
Order communication to delivery departments;
Knowledge Management
Corporate Policies,
Sales and marketing
Sales Presentations
Product information /
Sales Processes
Contact info of various
departments / staff /
SMEs
Org Knowledge
resources / process
standards / templates
collaterals
automated product
demos
Customer case studies /
success stories /
testimonials
Video / audio
Proposal templates
Sales training materials
Contract boilerplates
Sales tips/ techniques /
Partner info
Industry and customer -
leaning resources
Promotional everts
Knowledge Management
Ease of access
Search engine JIT information
Quality and usefulness of info
Corporate intranet
Access management for sensitive info
Account Management
Corporate History of Customer Interactions
Track new opportunities with existing clients crosssell and upsell
Account planning and review Planning for increasing
wallet share, growing customer value and profitability
Sales Reports and Analytics
Management Reporting / Dashboards
Sales Performance metrics
Forecasts
Conversion rates / win-loss analysis
Process effectiveness analysis
Cost of sales
Mobile CRM in SFA
From Client / server tech to Web based CRM
applications; Local data in client to Central database
Info access thru Mobile handheld devices tablets,
smart phones; Wireless access to corporate database
thru internet access
Speed of action / high level of responsiveness
Challenges
Message formats
Ease of use and access
Availability of functionality and contents
Bandwidth issues
Security issues
Field Force Automation
Field service management / field servicing / repairs
Servicing communication and workflow
Registe
r
Commu
nicate
Analyz
e
Diagno
se
Allocat
e
Despat
ch
Monitor
Close
Key Success Factors
Sales force buy in
System aligned with your sales processes B2B, B2C,
etc.
System capability; flexibility to meet changing
business needs
Infrastructure requirements
Sales Incentives Link to SFA usage
Thank You!
