Download - CRM Acceleration - SME case study
BIGGER BUSINESS FOR SMALLER COMPANIES
a case study for DAVID Systems
Winfred van Kuijk • [email protected]
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 1
You want a CRM system?
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 3
“Small”?
! companies
99%
! turnover
58%
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 4
source: EIM: Annual Report on EU Small and Medium-sized Enterprises, jan 2009
20.5 million companies (<100)
€13.5 thousand billion
Conclusion
! Size matters ! common goals ! different means
! Scalable ! scope and turnover ! resources
! Adaption to change ! the need ! the ability
! Different approach ! just do it ! iterative process
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 5
Mind the gap
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Goal vs. means
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A B goal
means
One size fits all?
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Many roads lead to Rome
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DAVID Systems CRM implementation
! Company background ! What is wrong with using
spreadsheets? ! What is the best solution for me? ! How to get to the finish line? ! What is the bottom line? ! Looking forward
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 11
What is a CRM again?
! Not: (just) software ! people ! process ! technology
! Relationships ! company and customer ! departments ! data sources
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Relationships
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sales marketing
support
customer
partner
contacts
cases
opportu- nities
orders
Phased approach
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strategy define design implement evaluate
strategy
define
design implement
evaluate
Starting point
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DAVID Systems
! Products and technology company ! radio & television industry ! offices in Munich,
Berlin, USA ! international partner
network ! ±30 employees,
±10 partners ! Original situation
! no previous CRM system ! focus on sales ! no pipeline management ! contact data in Outlook
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 18
Steps taken
! Define objectives ! central contact database ! central opportunity management ! more efficient marketing activities
! Define scope ! implement CRM ! start with sales + marketing process
! Selection criteria ! open, standards based ! client - server ! cheap
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 19
and not the other way around!
The questions asked
! Product or project? ! Open or closed? ! Us or them? ! Here or there? ! Now or later?
for each: be able to change the answer later
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The choices made
! SugarCRM ! professional: reporting, teams, workflows ! hosted at external ISP ! local (or outsourced) knowledge ! limited customization
! Start with sales ! leads, contacts ! opportunities
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Customization
! Layout ! company specific fields
! Workflow ! calculations ! notifications ! Excel spreadsheet
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Needs to fit like a glove not too much, not too little system adapts to user,
not the other way around
Finish line
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Implementation details
! Using SugarCRM with opportunity customizations ! booking amount: split hardware, software, services ! partner teams ! multi currency updates
! Web-to-lead ! Using Studio and custom logic hooks ! Workflows
! e-mail notifications (time & action)
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 24
Customization example
! Two good options ! Studio and custom code
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Campaign example
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Quantity
! Quick to implement ! days, not weeks/months/years
! Weekly opportunity reviews ! Predictable forecasts ! Monthly time spent
! pro-active support ! re-active support ! feature enhancements
! You can not manage what you can’t measure ! campaigns ! opportunity/pipeline/forecast results ! direct vs. indirect results
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 27
Observations
! The right approach ! top down and bottom up ! what’s in it for me?
! Business & technology ! keep these two closely linked
! One place to store data ! offline access still needed? ! keep it clean!
! Much more reporting information ! including: usage ! maybe even… too much information?
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 28
Looking forward
! Becoming commodities ! cost for communication ! contact database
! Value is shifting ! understand the relationships ! exploring other relationships
(cloud services, social media)
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 29
Tips
! Start with the goal in mind ! how to measure? ! not: “a working system”! ! define TCO
! Involve the users early and often ! what is in it for them? ! keep asking why (Toyota) ! seeing is believing
! An o.k. system now vs. a perfect system someday ! pick quick wins ! remain flexible
! Stay focused ! on your core business ! on your goals: outsource
when possible, but stay in control
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 31
10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 32
Questions?
Thank you!