Maximizing Profitability with Integrated CRM & ERPBryan Sapot Founder & Managing Partner of Datix, Inc.

Why use CRM (Customer Relationship Management)?• Aberdeen Study June 2013

*Making the most of your CRM Aberdeen June 2013 - ** Gartner Dec 2012

• 12% Increase in Customer Retention

• 26% Increase in Quota Attainment

• 25% Increase in Reps Achieving Quota

• 20% Increase in Revenue**

The Case for Integration

• Faster and easier access to customer data• Front and back office talking together• Sales notified of potential customer issues (RMAs, Cases)

• Single source of the truth

• Elimination of double entry

Mobility

• Real-time mobile access• Mobile for ERP still evolving • Mobile for CRM relatively mature• Younger employees expect mobile• Mobile increases user adoption

• Examples:• Access to current inventory levels• Access to customer order history• Place orders in the field• Order status

Customer Service

• Customer service housed in CRM or ERP• Integration for RMAs, Cases, Notes

• Improved collaboration between sales and customer

service• Visibility into inside vs. outside sales• Notification of issues Sales finds in the field

• Improved customer retention by ability to react quickly

to problems

Pipeline Management

• Not a use case of integration

• Reliable pipeline drives operational

decisions

• Accurate sales forecasts increase

profitability

Operational Planning from Pipeline

• Accurate pipeline = better Operational and Financial Planning

•Manufacturers • Production forecast from the CRM pipeline. • Staffing and scheduling requirements• Capable to promise

• Distributors• Capable to promise

• Financial Planning from the forecast• Compare pipeline to budget

360 Degree View of the Customer

• Access to all customer information in one location • For CRM and ERP users accessing the same information

• Customer Service has access to sales interactions• Sales has access to customer service and financial interactions.

Accountability for Sales Organization

• Calls, leads and opportunities live in CRM, • Sales orders, invoices and shipments live in ERP.

• Actual sales in CRM allow sales managers to measure performance

Row Labels SigConv Leads Opps Est Value Wins Act Revenue2014-02 0 39 12 764,025.00$ 0 $250,0002014-03 14 18 5 760,000.00$ 1 $187,1302014-04 33 46 10 524,950.00$ 3 $150,0002014-05 7 8 1 6,800.00$ 0 $0Grand Total 54 111 28 2,055,775.00$ 4 587,130.00$

Activity

Happier Sales People

• View of projected commissions

• Easier access to information from a single source

• Effective sales people demand CRM systems• Expect quick easy access to back office information

Things to Consider when Planning an Integration

• Define Guiding Principles• Should users work in both systems? • Master system for each data type

• Phased Approach• Accounts, Contacts, Activities• Orders, Shipments & RMAs• Financial Data

• CRM is not ERP

Questions?Bryan SapotFounder & Managing PartnerDatix, Inc.bsapot@datixinc.com314-962-3466 x 1001