CRM implementation approach

Deploy your strategy

Presentation

CRM implementation approach Salesforce.com Demo Smarsys services

CRM Customer relationship management (CRM) is a widely implemented

model for managing a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.

The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service.

Customer relationship management describes a company-wide business strategy

Source: wikipedia

Benefits A Customer Relationship Management system

may be chosen because it is thought to provide the following advantages:

Quality and efficiency Process automationQuality of dataDecision making and workflow

Decrease in overall costs Costs of non qualityApprovals and workflowsAudit trails

Increase profitability New customers acquisitionBusiness growthCustomer retentionBetter ROI of marketing campaigns

Challenges Complexity

Tools and workflows can be complex, especially for large businesses. Previously these tools were generally limited to simple CRM solutions which focused on monitoring and recording interactions and communications. Software solutions then expanded to embrace deal tracking, territories, opportunities, and the sales pipeline itself

Poor usability One of the largest challenges that customer relationship management

systems face is poor usability. With a difficult interface for a user to navigate, implementation can be fragmented or not entirely complete.

Variations

Sales force automation Sales force automation (SFA) involves using software to streamline all phases of the sales process, minimizing the time that sales representatives need to spend on each phase.

Marketing CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team.

Customer service and support CRM software provides a business with the ability to create, assign and manage requests made by customers.

Appointment Appointment CRM is a relatively new CRM platform category in which an automated system is used to offer a suite of suitable appointment times to a customer.

Additional features

Analytics These features can be complemented and augmented with links to separate, purpose-built applications for analytics and business intelligence.

Integrated/collaborative More recently, the development and adoption of these tools and services have fostered greater fluidity and cooperation among sales, service, and marketing.

Small business For small business, basic client service can be accomplished by an integrated solution that lets organizations and individuals efficiently track and record interactions.

Social media Social media sites like Twitter, LinkedIn, Facebook and Google Plus are amplifying the voice of people in the marketplace and are having profound and far-reaching effects on the ways in which people buy

Non-profit and membership-based Systems for non-profit and membership-based organizations help track constituents and their involvement in the organization.

ImplementationImplementation Issues Poor planning: Initiatives can easily fail when efforts are

limited to choosing and deploying software, without an accompanying rationale, context, and support for the workforce. In other instances, enterprises simply automate flawed client-facing processes rather than redesign them according to best practices.Poor integration: For many companies, integrations are piecemeal initiatives that address a glaring need: improving a particular client-facing process or two or automating a favored sales or client support channel. Such “point solutions” offer little or no integration or alignment with a company’s overall strategy. They offer a less than complete client view and often lead to unsatisfactory user experiences.

User adoption issues Historically, the landscape is littered with instances of low adoption rates. Many of the challenges listed above offer a glimpse into some of the obstacles that corporations implementing a CRM suite face; in many cases time, resources and staffing do not allow for the troubleshooting necessary to tackle an issue and the system is shelved or sidestepped instead.

Statistics According to CSO Insights, less than 40 percent of 1,275 participating

companies had end-user adoption rates above 90 percent. four-fifths of senior executives reported that their biggest challenge is

getting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of

their existing system 72 percent indicated they would trade functionality for ease of use 51 percent cited data synchronization as a major issue 67 percent said that finding time to evaluate systems was a major problem

Research indicates that implementation timelines that are greater than 90 days in length run an increased risk in the CRM system failing to yield successful results.

Don’t panic! Use best practices and an appropriate methodology

to address these challenges and issues:Complexity Identify key process and customer vision.

Focus on key processes.Keep it standard and minimize specific developments.Use cloud SaaS applications if possible.

Poor usability Use standard layout.Design layout for users.

Implementation issues 3 steps implementation methodology.Identify key people.Involve business users – allocate time!

User adoption issues Train users.Tools: Breadcrumb trails – contextual help – search…

3 steps implementation methodologyAnalysis

• Define a vision• Define the goals• Define the success

factors• Select the platform• Select an edition• Identify the gaps

with your process• Define the plan

Implementation

• Define the functional architecture

• Setup a prototype• Validate the

functional architecture

• Implement by iterations

• Minimize specific deployments

Adoption

• Manage user adoption

• Training• Coaching• Administration• Support• Functional watch• Monitor success and

adoption

Outsource your CRM projectAnalysis Implementation Adoption

Work Discovery workshopsStrategy workshopBusiness workshopsBPMGap analysisSelection process

InstallationPrototypingConfigurationCustomizationDocumentation

User trainingUser coachingAdministrationUser supportFunctional watchAdoption monitoring

Deliverables Strategic analysisFunctional analysisRFI/RFPOrder forms

Technical designFunctional designTest scriptsAcceptanceDocumentation

Training materialTraining platformSupport platformReports

Engagement Time and material orFixed costs

Time and material orFixed costs

Subscription

SALESFORCE CRM OVERVIEWRecommended solution

CRM market (Sales Force Automation)

Source Gartner (July 2012)Source Forrester (Q3 2012)

CRM market

Source CRM magazine (Aug 2011)

SWOTStrengths WeaknessesBrandScalabilityMarket positionLittle competitionFinancial stabilitySecurity

Single productSizeSeasonality in billings

Opportunities ThreatsAcqusition of complementary productsGrowing CRM on demand marketSmall and Mid-size businessGlobal expansion

Entry of large firms (>$10B)Competition in the cloud industryCompetition in the CRM industry

Source: IE Business School

SALES CLOUD PROCESS MAPRecommended edition

Top Search Terms Leads by SourceCampaign ROI

Web Form

Lead Capture

Import Data

Web Site Visitors

Inbound Calls

Lists

Plan and ExecuteMarketing Campaign• Google AdWords

• Email Marketing

• Direct Mail

• Cold Calls

• Partners

• TV

• Radio

• Events

• Trade Shows

• PR

• Set up auto-response emails -”Thank you for your interest” -Your trial information -Event details

• Set up lead assignment rules -Geography -Company size -Product of interest

• Use the import wizard or Excel connector

• Purchased list• Trade show• Legacy data

• “Contact me” request• Free trial• Event registration

• Organic Web traffic• AdWords referrals• Email responses

• Yellow pages• Google Maps• Word-of-mouth referrals

Create New Leads

• Search for the customer in Salesforce• If one doesn’t exist, create a new lead

Lead Quality

Generate More LeadsPlan and execute marketing campaigns that generate demand for your product or service. Capture those leads through a variety of channels including your Web site.

Converted Leads by MonthLead by Status Lead Conversion %

Qualified?

Set up different views to manage your leads. For example, today’s leads or leads sorted by lead type.

YesWhen you’re working a lead, you’ll set up a series of tasks, which might vary based on the type of lead. For example: Day 1: Personalize mass emailDay 2: Call/voicemailDay 4: Call/voicemailDay 7: Personalize mass email

Establish Contact?My Open Leads Duplicate Lead? Working Leads

The find duplicate button searches for similar leads or contacts in Salesforce.

If a lead turns out to be a duplicate, easily merge the two records.

Salesforce has a number of AppExchange partners that provide high volume de-duplication and data cleansing tools.

YesNo

Use email marketing and call downs to re-market to your archived leads.

Keep an archive of your dead leads.

No Create a set of qualification questions, such as current situation, product of interest, timeframe, key decision makers

If the lead is qualified, convert it into a contact, with an associated opportunity and account.

Top Sales Reps

Optimize Lead FlowCreate a closed-loop follow-up process so leads don’t slip though the cracks.Establish a lead qualification process to make sure all sales reps use the same consistent methodology.

Month-to-Date Trending Closed Business by Month Top Sales RepsTop 10 Deals

Presentation Proposal Negotiation WonYesNo

Open Opportunities

You can monitor your opportunities reports and dashboards to keep track of your top deals and prioritize your time.

Customize Salesforce to fit your internal sales methodologies and processes, making it easier to monitor your sales pipeline.

Use email marketing and call downs to re-market to your archived opportunities.

Keep an archive of your dead opportunities.

Salesforce gives your entire company a 360-degree view of your customers and facilitates collaboration across your organization, helping you build strong, lasting customer relationships.

Sales

Support

Marketing

New Customers

Close More DealsClose deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions.Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.

Salesforce.com killing advantage

A CRM available in less than 3 minutes! All the information in only 20 tables Application exchange platform Self-training resources Chatter and collaboration tools

Salesforce.com killing traps

What can I do with this app? How to select the relevant edition ? Most of available applications are not

available for free and only working from Enterprise edition (API)

SALES CLOUD PRO EDITIONDemo

SMARSYS AND SMARCRM SERVICESOur services

The challenge

Complex

Big

People Rich

Our vision

Self-service

Rapid

Adoption Single process

Target single business process and implement by iteration

Standardisation

Solutions as a Service, Cloud services

Change management and modern e-learning and on-the-job coaching

Our vision

Challenge Piliers Vision

Complex Self-Service Solutions hébergées, disponibles en self-service, solutions en SaaS

Big Rapid Standardisation, prepackaging, technologie

Rich Single Process Target a single process, identify “pain points”, objectives, success factors and processes

People Adoption Change management, e-learning, on-the-job coaching, discovery workshops

Self-service

Rapid

Adoption Single process

Smarsys services

smarBI

smarDATA

Strategy Objectives Process and operations Results

Define Implement Measure Manage

smarCRM

Prepackaged services

smarCRM

Salesforce.com QUICK START

Salesforce.com ADOPT

Salesforce.com ADMIN

Salesforce.com IMPROVE

Strategy Objectives Process and operations Results

Define Implement Measure Manage

Our proposition Salesforce ADOPTAnalysis Implementation Adoption

Work Discovery workshopsStrategy workshopBusiness workshopsBPMGap analysisSelection process

InstallationPrototypingConfigurationCustomizationDocumentation

User trainingUser coachingAdministrationUser supportFunctional watchAdoption monitoring

Deliverables Strategic analysisFunctional analysisRFI/RFPOrder forms

Technical designFunctional designTest scriptsAcceptanceDocumentation

Training materialTraining platformSupport platformReports

Engagement Time and material

W1 W2

✔✔

✔

✔

✔✔✔

Salesforce.com ADOPT

✔

✔

✔

✔✔✔

✔

✔

W3

✔✔✔

✔✔

✔

W1- analysis

Step Description Status

W1.1 Build the team ✔W1.2 Define the vision ✔W1.3 Set the goals ✔W1.4 Define the process ✔W1.5 Define reports and dashboards 50%

W1.6 Define data to import 80%

Status – Implementation (pro edition)Step Description Status

W2.1 Definition of user profiles ✔

W2.2 Definition of roles ✔

W2.3 Definition of Company profile ✔

W2.4 Customization of fields and page layout + apps ✔

W2.5 Customization of reports and dashboards 50%

W2.6 Go-live preparation

W2.7 Train Administrator

W2.8 Train users

W2.9 Go-live

Gap analysisItem Title Description Status Comment

G1 B2C Standard behaviour of salesforce is B2B incuding a contact-account structure. A proper implementation would require a specific setup with Enterprise edition

Contact-account structure is created as B2B

Move to a unique account (all customers). Require enterprise edition if not ok

G2 Gap 2 Commission calculation depending on partner and opportunity

Custom object created and custom fields in oppty.

In pro edition, opportunities are available for role hierarchies only. Then commissions protected. If opportunities have to be open, Enterprise and profiles management is requires

G3 Gap 3 A specific document has to be produced to create the opportunity and enter into the pilotage mode.

- Manual validation since no workflow in Pro edition

Pro vs Enterprise edition selection

Recurring costs comparison

Exemple of Edition recommendationItem Title Professional Edition Enterprise Edition

G1 B2C Global account or Account-Contact approach ✔ B2C model available or non-profit pack

G2 Commissions Commissions related calculations not available since opportunities not readable by other users

Commissions related calculations can be restricted by profile and opportunities readable ✔

G3 Qualification Manual work Workflow can be configured ✔

Recurring costs 20 users

22’176/year – 1’848/month ✔

42’768/year – 3’564/month

Total costs (2 years) 92’000 CHF (incl. Setup) ✔ 120’000 CHF (incl. Setup)

Application management Related to gap analysis Comparative analysis TCO analysis Technology watch Assess impact on

edition selection Feasibility study

Realisations Smarsys.com

Eat your own dog food Psyforce.ch

Lead management and customer follow-up

Rainford.ch Sales management and

properties reservations

BACKUP SLIDESannex

Contacts

Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.

Accounts

Opportunities

Accounts are your organization's customers, competitors, and partners. Each account stores information such as name, address, and phone numbers. For each account, you can store related information such as opportunities, activities, cases, partners, contracts, and notes.

Contacts are all of the individuals associated with your business accounts that you need to track in Salesforce. You can store various information for a contact, such as phone numbers, addresses, titles, and roles in a deal.

Opportunities are the sales and pending deals that you want to track. By adding opportunities, you are also building your “pipeline,” which will contribute to your forecast. You can also link opportunities to campaigns to help measure the ROI of your marketing programs.

A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on your company’s website.

A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative.

Leads

Campaigns

Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Many Salesforce customers advertise online with Google AdWords as a mechanism to generate leads.Google AdWords

With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web-to-Lead form can be used for contact me requests, registration pages, or campaign landing pages.

Products are the individual items that you sell on your opportunities. You can create a product and associate it with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated price is called a price book entry.

Products

Web-to-Lead Form

Sales and Marketing: Tools and Terminology

A forecast is your best estimate of how much revenue you can generate in a quarter. This amount is divided between Commit Amount - the amount you can confidently close - and Best Case Amount - the total amount of revenue you might possibly generate. A manager’s forecast should include the amount of revenue the entire team can generate together.

Forecasts

A contract is a written agreement between two or more parties. Many companies use contracts to define the terms for doing business with other companies. Track the contract through your organization’s approval process and use workflow alerts to notify yourself when to initiate contract renewals.

Contracts

Group calendaring will helps you better collaborate as a team, and arrange meetings with prospects and customers.

Task

Activities

Tasks are to-do items that need to be followed up on. They can be associated with accounts, contacts, leads, or other custom objects. You can follow up on the task yourself, or assign it to another user.

Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes emails, call notes, and calendar events, so everyone is on the same page.

Calendar Events

Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard reports, accessible in the Reports tab. You can also create new custom reports to access exactly the information you need. You can subtotal and limit your data to help you analyze trends and get a concise picture of what is happening in your organization.

Reports

Dashboards give you a real-time snapshot of corporate metrics and key performance indicators. A dashboard is a group of different charts (or components) that graphically display your custom report data. You can select up to 20 different custom reports to display data graphically as charts in each dashboard.

Dashboards

A document library is a place to store files without attaching them to accounts, contacts, opportunities, or other records. Each document in the document library resides in a folder. The folder’s attributes determine the accessibility of the folder and the documents within it.

Documents

Below you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.

Make searching data and interacting with the results of your searches simple, smooth, and highly effective. Inline paging and sorting features simplify the task of working with large sets of search results. Powerful filtering and scoping functions narrow searches and results. Customization options enable users to design search results layouts that are tailored for the way they work.

Sales and Marketing: Tools and Terminology

With computer-telephony integration (CTI) capabilities, you can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers.

Outlook users enjoy high levels of productivity with Apex Connect Outlook—formerly called Outlook Edition—which makes it easy to synchronize important customer data between two commonly used applications. With Connect Outlook 3.0 in Spring ’07, productivity for Outlook users gets another boost with several enhancements. Users can add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts and opportunities.

CTI Integration

Connect Outlook

You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de-dupe solution you can automatically route those requests to the person who owns the account.

Web-to-Lead Form

With Salesforce you can create email templates for common emails such as web-to-lead responses, sales prospecting, announcements, and internal workflow. You can even personalize parts of the email with information from the contact or account record.

Email Templates

Plan and execute email campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 emails per mass mailing, while Unlimited Edition customers can send 1,000 emails per mass mailing. Salesforce can also integrate with third-party marketing solutions and offers out-of-the-box integration with several top email marketing vendors.

Mass Email

Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign metrics, such as whether recipients open the messages, when they open them, and more.

Email Tracking

Search

Import Wizard

The ability to easily import data into Salesforce is one of the application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Successforce.com for more information.

Below you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.