Session on CRM in Sales

8/19/2019 Session on CRM in Sales

1/21


2/21

CRM for Sales Function

Source www.ecrm.co.in


3/21

Customer Relationship Management in Sales

♦Marketing, CSS and ERP ata feed into SalesManagement acti!ities to ena"le sales

♦ Sales focus # From transaction to CustomerRelationship $ Relationship marketing % Relationshipselling

♦ &utomation of Sales Function— 'mpro!es sales e(ecti!eness

— 'ncrease in producti!it)


4/21

Components of SF&

Sales Process Management

*erritor) Management

Contact Management

Pipeline Management

Con+guration Support

Mo"ile CRM

Field Force &utomation


5/21

Sales Process and Sales &cti!it)Management

Opportunity

Generated

Lead /Territory

Allocation

Prospectcontacted

Qualifcation

Solutioning

Order

SalesCollateral

s

Accountsalesteam

SalesStrategy

ProposalGeneratio

n

Solutioning

ProductDemo


6/21

Sales &cti!it) and Process Management

♦ Communication and Colla"oration *ools— E(ecti!e communication and colla"oration

— 'ncrease info sharing % transparenc)

— Multidisciplinar) teams % SMEs%

♦ Proposal su"mission

♦ Product emos

♦eal strateg) discussions % meetings

♦ *racking Prospect Stages— -e) actions % &ction owners % *arget dates for action

— 'mpro!ed responsi!eness

— 'ndi!idual and rg *o o list

—

/ork0ow support


7/21


♦ *hink of )our 1usiness Process— 2ow prospects are allocated to sales reps3

— Mktg acti!ities to generate leads or con!ert leads intocustomers


8/21


♦ *erritor) and &ccount assignment

♦4uota management # Capture of sales 5uota % trackingagainst actual and progress reporting 6&* % 7* %4*8

♦ Roll up data for territor) % regional% ac manager % mgmtForecast

♦/in Pro"a"ilit)

♦

Prospect Phase $ RFP re5uested % Proposal su"mitted %Solutioning % Shortlisted % Product demo % Contractnego % Contract signing

♦ &ccount teams for 9arge deals— Sales % Presales % SMEs% E:ecs

— Mapping with E:ternal in0uencers % competition %


9/21

Contact Management

♦ /here do )ou keep theContact data3

— Phone "ook— Rolode:

— Phone, email, ;.

♦ 9aptop %PC— MS utlook, Google, E:cel,

etc.

♦ MS utlook $ contacts,emails, appointments,Calendar, tasks,


10/21

Contact Management

♦Maintain rich contact pro+le ") rgani


11/21

Pipeline Management

♦ Pipeline % pportunit) % 9ead Management

♦pportunit) to rder acti!ities $ i(erent phases

♦ *o track opportunities thru the sales c)cle

♦ Pro"a"ilit) of /in $ actioning to impro!e win rate

♦ Forecasting

♦ C)cle time measurements $ phasewise, anal)sis forissues and impro!ement

♦ *o ensure opportunities tracked and not falling thru an)cracks

♦ Prospect attri"utes tracking $ Product interests, salesperson resp., likel) !alue, win chances, ke) in0uencers,

decision making process, competition, etc.


12/21

Pipeline Management

♦ Closing the sales loop ") tracking "ack the order to— Marketing campaign % source of opportunit)

— Campaign e(ecti!eness

— 9ost deal anal)sis and learnings

— Sales c)cle time $ e(ecti!eness of sales process

– ela)s % 'mpro!ement opportunities

♦ -e) Challenges— ata 5ualit)

— S)stem capa"ilit)

— 1usiness process and s)stem alignment

— People "u) in % process complaince


13/21

Con+guration Support

♦ Product "uild % assem"l) for Customers from scratch

♦ Con+guring the steps and acti!ities, de+ningschedules, responsi"ilities and dependencies

♦ Product con+guration generation

♦4uote generation

♦/ork0ow support for appro!als, checking in!entor) ofcomponents

♦ Product "undling % new product packages 1randingand distri"ution

♦ Contract generation % proforma in!oice generation

♦rder communication to deli!er) departments>ata0ow to "ack o?ce


14/21

-nowledge Management

♦ Corporate Policies,Sales Processes

♦ Sales Presentations

♦ Contact info of !ariousdepartments % sta( %

SMEs

♦rg -nowledgeresources % processstandards % templates

♦ Proposal templates

♦ Contract "oilerplates

♦ Partner info

'ndustr and customer

♦ Sales and marketingcollaterals

♦ Product information %automated productdemos

♦Customer case studies %success stories %testimonials

♦ @ideo % audio

♦ Sales training materials

♦ Sales tips% techni5ues %leaning resources

♦ Promotional e!erts


15/21

-nowledge Management

♦ Ease of access

♦ Search engine $ A'* information

♦4ualit) and usefulness of info

♦ Corporate intranet

♦ &ccess management for sensiti!e info


16/21

&ccount Management

♦ Corporate 2istor) of Customer 'nteractions

♦ *rack new opportunities with e:isting clients $ crosssell and upsell

♦ &ccount planning and re!iew $ Planning for increasing

wallet share, growing customer !alue and pro+ta"ilit)


17/21

Sales Reports and &nal)tics

♦Management Reporting % ash"oards

♦ Sales Performance metrics

♦ Forecasts

♦ Con!ersion rates % winloss anal)sis

♦ Process e(ecti!eness anal)sis

♦ Cost of sales


18/21

Mo"ile CRM in SF&

♦ From Client % ser!er tech to /e" "ased CRMapplications> 9ocal data in client to Central data"ase

♦ 'nfo access thru Mo"ile handheld de!ices $ ta"lets,smart phones> /ireless access to corporate data"asethru internet access

♦ Speed of action % high le!el of responsi!eness

♦ Challenges— Message formats

—

Ease of use and access— &!aila"ilit) of functionalit) and contents

— 1andwidth issues

— Securit) issues


19/21

Field Force &utomation

♦ Field ser!ice management % +eld ser!icing % repairs

♦ Ser!icing $ communication and work0ow

Register

Communicate

&nal)<e

iagnose

&llocate

espatch

Monitor Close


20/21

-e) Success Factors

♦ Sales force "u) in

♦ S)stem aligned with )our sales processes $ 1B1, 1BC,etc.

♦ S)stem capa"ilit)> 0e:i"ilit) to meet changing

"usiness needs

♦ 'nfrastructure re5uirements

♦ Sales 'ncenti!es $ 9ink to SF& usage


21/21

*hank 7ou

Session on CRM in Sales

Documents

Transcript of Session on CRM in Sales