CRM Database

Ronald van Haaften MBAwww.van-haaften.nl

M a r k e ti n g , S t r a t e g y &

M a n a g e m e n t

CRM Reliability & Objectivity

Opportunity & Risk management

Maintenance & Linkage

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

What about your CRM database?

1) How do you identify and categorize your accounts (customers and prospects)?2) Do you classify accounts (customer & prospects) in BU 1 equal to BU2 ?

CRM Reliability & Objectivity

1) Which class of markets (CoM) are profitable?2) Which sectors and subsectors within a CoM are profitable?3) Which sectors, subsectors or CoM’s have a high financial risk potential?

1) Can you use external data bases?2) Can you perform external analyses? (D&B , F&S,

Craydon, Datamonitor, chamber of commerce, etc)3) Can you find other profitable business?4) Can you automate CRM processes / updates?

Opportunity & Risk management

External resources

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

The need for reliability and standardisation

The need for reliability and standardisation are driven by...

• Strategic customer port folio management per BU, per sales group, product group, etc.

• Financial risk management per customer classification

• Business development per BU per customer classification group

• Market research and trend analyses per BU per classification

• Data base management, eliminate duplicates, transparency, etc

…..and last but not least to answer all questions of the previous slide with a positive answer!

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Asses market opportunities you are not always ware of…

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Asses market opportunities you are not always ware of…

Corporate structure & Linkage is one of the most important short cuts for your business development / market penetration.

WHY?

What’s easier….

• Selling to a unknown prospect? or

• Selling to a loyal customer and/or one of their mother/sister company’s, branches, etc?

That’s what we call an “open door” still we do not utilize our common sense that often...

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Asses market opportunities you are not aware of…

Example: 66% of all Dutch BV & NV companies

are shareholder of other Dutch companies.

38% of these Dutch companies have a foreign direct mother, or indirect mother, or daughter company.

Example: 66% of all Dutch BV & NV companies

are shareholder of other Dutch companies.

38% of these Dutch companies have a foreign direct mother, or indirect mother, or daughter company.

Why is it so important to understand corporate structures and linkage?

Your next key prospect could be linked to your key customer!

Your next key prospect could be linked to your key customer!

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Asses market opportunities you are not always aware of…

Customer 1300 k-euro

Customer 2250 k-euro

Customer 3150 k-euro

Is this you best customer?

Why is it so important to understand corporate structures and linkage?

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate structure & Linkage

Parent400 k-euro

Customer 1300 k-euro

Customer 2250 k-euro

Customer 3150 k-euro Prospect 1 Prospect 2

This is you best customer!

Prospect 3 Prospect 4

Business development opportunities

Business development opportunities

That’s why is it so important to understand corporate structures and linkage?

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate structure & Linkage

Example: 66% of all Dutch BV & NV companies

are shareholder of other Dutch companies.

38% of these Dutch companies have a foreign direct mother, or indirect mother, or daughter company.

Example: 66% of all Dutch BV & NV companies

are shareholder of other Dutch companies.

38% of these Dutch companies have a foreign direct mother, or indirect mother, or daughter company.

Why is it so important to understand corporate structures and linkage?

Your next key prospect could be linked to your key customer!

Your next key prospect could be linked to your key customer!

REMEMBER

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate structure & Linkage

Subsidiary 1Germany

Subsidiary 2Netherlands

Subsidiary 3Belgium

ParentUSA

Branch office

Subsidiary 4Netherlands

Subsidiary 5France

Parent

Subsidiary

Parent : A parent is a corporation that owns more than 50% of another corporation. A parent can also be a headquarters if it owns branches. A parent may also be a subsidiary if it is more than 50% owned by another corporation.

Subsidiary : A subsidiary is a corporation that is more than 50% owned by another corporation and will have a different legal business name from its parent company.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate structure & Linkage

Subsidiary 1Germany

Subsidiary 2Netherlands

Subsidiary 3Belgium

ParentUSA

Branch office

Subsidiary 4Netherlands

Subsidiary 5France

Headquarters

Branch

Headquarters : A headquarters is a member that has branches or divisions reporting to it and is financially responsible for those branches or divisions. If a headquarters is more than 50% owned by another corporation, it will also be a subsidiary. If it owns more than 50% of another corporation, then it is also a parent.

Branch : A branch is a secondary location of its headquarters. It has no egal responsibility for its debts, even though bills may be paid from the branch location.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate structure & Linkage

Subsidiary 1Germany

Subsidiary 2Netherlands

Subsidiary 3Belgium

ParentUSA

Branch office

Subsidiary 4Netherlands

Subsidiary 5France

Subsidiary

Headquarters & Parent

Branch

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Database Tools

There are many database tools available. Each of them with their own specific usability.

One of the tools is Global Reference Solutions (GRS). GRS is a Dun and Bradstreet database / mining software tool with a excellent corporate structure linkage, user friendly search engine and export/import/API functionality.

Having said that, there are many suppliers covering specific business needs and organisational linkage features (HRM-Finance-Marketing-Legal, etc).

This is not a sales pitch for GRS! Nevertheless next couple of slides demonstrates clearly the added value of having access to a software solution as GRS.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Global Reference Solution (GRS)

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Global Reference Solution (GRS)1 - Company search

Step 1Step 1

Step 2Step 2

Step 3Step 3

Step 4Step 4

Step 5Step 5

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Global Reference Solution (GRS)2 – View results

Corporate structure

•Global Ultimate Parent or Headquarters with Branches only•Subsidiary•Business with both a parent and subsidiaries or a business with both a parent and branches•Branch

Step 1Step 1

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Global Reference Solution (GRS)3 – View specific company details

Step 1Step 1

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Global Reference Solution (GRS)4 – View company tree structure

Different company names….

Still within the Energyst family

Happy hunting!!

Different company names….

Still within the Energyst family

Happy hunting!!

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Global Reference Solution (GRS)Prospect portfolio management

With a tool like GRS you are able to build specific queries for a perfect prospect data base.

• Actual revenue correlation– 80% of the revenue is coming from 20% customers having an (own) annual revenue > 50 m-euro– 75% of the above set of customers have classified themselves with SIC codes (total 12 different code

numbers)

• GRS Query / search input :– Country Italy– Area 3 area’s based on ZIP codes– Turnover > 50 m-euro annual– Number of employees > 200– SIC numbers set of preferred std industrial classification code numbers

• GRS result after exclusion of actual CRM accounts (import of actual CRM duns-numbers)Sales area New prospectsSales area 1 285Sales area 2 115Sales area 3 150

505 new prospects

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

What about your CRM database?

CRM Reliability & Objectivity?

Opportunity & Risk management?

Maintenance & Linkage?

Ask yourself what is needed to develop your business in a sustainable and efficient way…..

do not fall in the pitfall of short term compromises….

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate structure & Linkage

Example: 66% of all Dutch BV & NV companies

are shareholder of other Dutch companies.

38% of these Dutch companies have a foreign direct mother, or indirect mother, or daughter company.

Example: 66% of all Dutch BV & NV companies

are shareholder of other Dutch companies.

38% of these Dutch companies have a foreign direct mother, or indirect mother, or daughter company.

Why is it so important to understand corporate structures and linkage?

Your next key prospect could be linked to your key customer!

Your next key prospect could be linked to your key customer!

REMEMBER

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Thank‘s for joining me on this journey

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