WELCOME

CRM for Manufacturers

David WillmsInfor Global Solutions

Agenda

Introduction Infor CRM overview Demonstration Questions, wrap-up

Manufacturing Companies…

are different from other

types of industry segments.

They make what they sell.

Manufacturing Characteristics

Vertically Integrated Business Process Design > Source > Make > Sell > Deliver > Service

Complex “customer” and channel relationships Direct sales, ‘inside sales”, Dealer Channel, End User

Time-to-Market Pressures Channel Management, Resource Planning, Fulfillment

Cost Pressures Product Cost, Sales Costs, Admin Costs, Supply Chain costs

Business Visibility Globalization, Partnerships, Supply Chain

Manufacturing Companies

Traditional “generic” CRM has limited value to manufacturing companies.

Additional value comes from an enterprise approach that extends CRM beyond sales – marketing- and service, to include product development, supply chain, operations, and accounting.

“ Only by taking on the challenges of integrating front and back-office operations can manufacturers obtain the competitive advantage that is necessary to hold onto and gain market position and – ultimately- improve financial performance”

From “The top 10 Sales and Customer Service Investments for midmarket manufacturers” by Rob Johnson AMR research report

Typical CRM Benefits - Tactical

More effective and efficient sales channel. Improved Pipeline visibility and forecasting Increased sales revenue – targeted selling Streamline selling process Reduced selling expense

More effective reach with marketing dollars Targeted lead generation & lead management Monitor campaign effectiveness More leads per dollar, more closes per lead

Improve customer service with less costs Increased customer retention and repeat sales Reduce cost of servicing customers Provide added value to your customer

Performance Improvement Potential Through CRM

Improvement Area Potential Amount *

Sales and Marketing Costs 10% - 16% savings Customer Service Costs 10% - 16% savings Inventory Reduction 5% - 15% savings Win Rate 1% - 6% increase Revenue 1% - 5% increase Quote / Proposal Generation Time 20% - 35% reduction Order Errors 25% - 50% reduction Forecast Accuracy 10% - 15%

improvement

* from AMR

CRM Benefits - Strategic

Provides tools to help innovate your business .

Create competitive advantage. Accelerate time-to-market. Equip the organization to be more agile. Create a customer-focused culture.

Simplified Manufacturers Customer Lifecycle Process Flow

LeadQualify &

DevelopServiceQuote / Order Fulfillment Ship / Invoice

informationinformation

Complex Processes

Multiple touch-points, but…No one “owns” the customer experience.

No one “sees” the entire customer life-cycle.

Sales RepSales Mgt.Marketing

Order Processing

Customer Service

Organizational Challenges

Distribution

Engineering

Accounting

Business Partners

LeadQualify &

DevelopServiceQuote / Order Fulfillment Ship / Invoice

informationinformation

ERP domain

Simplified Manufacturers Customer Lifecycle Process Flow

information

Non – Manufacturing / “Generic” CRM

LeadQualify &

DevelopServiceQuote / Order Inventory Ship / Invoice

?

?

?

?

?

Marketing Sales Service

?

?

information information

“D-I-Y” CRM Integration Costs - good things to know

To integrate a generic CRM package with ERP:•

3 to 5 times higher up-front costs 25% to 50% higher on-going costs Very long time-to-benefit - avg. 18 mos High likelihood of project failure

Profusion Confusion

Alphabet soupCM (contact management)SFA (sales force automation)CRM (customer relationship automation)

ImpostersScopeManufacturing focus

Scope ComparisonCharacteristics Functional Emphasis

Contact

Management Purpose: Tactical Scope: Worker Approach: Efficiency Structure: Contacts Integration: None

Sales Force Automation Purpose: Tactical Scope: Departmental Approach: Effectiveness Structure: Contacts / Accounts Integration: Task level

Customer Relationship Management Purpose: Strategic Scope: Enterprise Approach: Efficiency, Effectiveness,

Innovation Structure: Relationships, Hierarchical

Integration: Business Process level

Track contact names & addresses

“electronic Rolodex”

List tasks and to-do’s

Track appointments

Manage sales opportunities

Track selling activity

Word merge, spreadsheet reporting

Information sharing

Integrate all customer touch-points

(marketing, sales, ordering, fulfillment,

settlement, customer service…)

Span the entire customer lifecycle,

from new lead to repeat customer.

Streamline all customer acquisition &

retention processes; complex sales

process.

Performance metrics, analysis - data

foundation for BI and CVA

LeadQualify &

DevelopServiceQuote / Order Fulfillment Ship / Invoice

informationinformation

Provides a 360° view of your customer

lifecycle!

from lead to repeat customer

from marketing campaign to cash

only Infor CRM

Complete Visibility

Infor CRM as an integrated extension of your ERP system

Work with the most accurate and up-to-date information

Provide better and faster customer service

Have complete visibility of customer touch-points

Info

r C

RM

Info

r C

RM

Info

r ER

PIn

for

ER

P• Customer DataCustomer Data• Order TransactionsOrder Transactions• Quote TransactionsQuote Transactions

• Product DataProduct Data• Product AvailabilityProduct Availability Information Information• Pricing DataPricing Data• Orders, Quotes Orders, Quotes andand RMA StatusRMA Status

What is Infor CRM?

Sales Instant access to product, customer and prospect

information Track contacts, sales activities, quotes, follow-ups Visibility to emails, phone notes, service calls, etc. Work from anywhere

Sales Management Better Pipeline Visibility More accurate and timely forecasts Standardized selling processes for more effective

selling Management dashboards provide at-a-glance

status of sales activity.

What is Infor CRM?

Customer Service Improved Visibility of all Customer Activity Instant access to order – shipment information. Follow-up and escalation processes Track time and resources used in servicing

customers Customer Issue Tracking & Faster Resolution Knowledge Base accessible to the entire selling

team and customer self-service

What is Infor CRM?

MarketingTrack Campaign EffectivenessTargeted Lead Generation Streamline Lead Distribution &

TrackingControlled Collateral DistributionEasy List Management

What is Infor CRM?

MarketingTrack Campaign EffectivenessTargeted Lead Generation Streamline Lead Entry, Distribution &

TrackingControlled Collateral DistributionEasy List Management

Infor CRM technical features!

Familiar, Web browser interface. easy to use, easy to learn, easy to adopt

Single database with easy to configure & personalize customized detail and list views without programming.

Scalable: Turn on functions as you grow.

Secure & personalized see / do only what is relevant. user, groups screens , views territories, accounts

Out-of-the-box integration with: ERP MS Outlook MS Word MS Excel

Internet deployment plus work anytime / anywhere in un-tethered mode.

demonstration

Let’s have a look!

Summary

Manufacturers have unique CRM requirements. CRM is NOT just for the ‘sales department”. It is costly and risky to integrate a generic CRM package with

manufacturing ERP.

Infor CRM is the best fit for manufacturing companies.

Thank You

To learn more about CRM and other world-class business applications, please visit www.infor.com

or contact your Cistech representative