ISMGuide.com 1 [email protected]
Processimprovementiscriticaltomaintainingadynamic,growing,customer-focusedbusiness.Customers,theeconomy,businessconditions,technology,andsocialnormsareconstantlychanging.Thus,theneedforcompaniestocontinuouslyevolvetheirbusinessesandbusinessprocessestomeetnewconditions.Yet,processdevelopmentcanbecomplex,timeconsumingandoverwhelmingtomanyorganizations.ISMfollowsarigorous10-stepapproach,illustratedbelow,toenhanceexistingbusinessprocessesanddesign/implementnew,“to-be”processes.Formorethan30years,ISM’sapproachhasmetwithexceptionalsuccess.
Followingisacasestudy,whereweshareasuccessfulapplicationoftheISM10-stepapproach.
ISMGuide.com 2 [email protected]
TheClientISM’sclientisamanufacturerthatprovidesproductsandservicesfornewconstruction,retro-fits,andtenantimprovementprojects.Thecompanyisarecognizedleaderinitsindustry,withago-to-marketstrategythatincludesdirectsalesandaninternationaldealernetwork.Projectsareinfluencedbyanetworkofarchitects,owners/developers,mechanical/electricalprofessionals,andgeneralcontractors.Recently,thecompanyembarkedonamulti-yearefforttoenhancebusinessprocessesandleveragecustomer-facingtechnologytodriveimprovedsalesresults.TheCommercialChallengeCentraltothecompany’slong-termstrategywasenhancingtheirabilitytowinmoreworkwithexistingresources,whileconcurrentlymanagingacomplexandgrowingsalespipeline.AdditionalObjectiveswereto:
• Betterpreparesalesrepsforspecifieranddealervisits/reviews.• Helpdealerandspecifiersprioritizeandmanageprojects.• Improvecommunicationswithdealers,specifiers,ownersandgeneralcontractors.• Moreaccuratelyforecastrevenues.
WhatWeDidThecompanycommittedstrongexecutivedirectionandactivesalesmanagementparticipationtotheinitiative.ISMwashiredtoprovidesenior-levelsubjectmatterexpertiseinthekeyareasofprocessdevelopment,technologyimplementation,andchangemanagement.UsingISM’s10-stepapproach,companyparticipantsdismantledandrebuiltanewenterprisesalesprocessthatincludedthebestelementsofexistingprocessespluscriticalnewprocessesandtechnologycomponents.Majortasksincludedmappingkeysalesmilestones,definingcoreactivities,establishingmetricsforkeystepsoftheprocess,andconfiguringCRMtechnologytoautomatethenewsalesprocess.Fundamentalaccomplishmentsincluded:
• UsedCRMtoautomatetheentiresaleslifecycle,fromlead,throughprojectopportunity,toorder,tocreatesalesefficiencyandcompetitiveadvantage.
ISMGuide.com 3 [email protected]
• Createdanewlead-managementprocessbyintegratingCRMwithanexternalleaddatasourcetoimprovethequantity,quality,andaccessibilityofleads.Enhancedleadmanagementresultedinanimprovedopportunitypipeline.
• Builtarobustquote-reviewprocesswithdealersandspecifierstomaximizeselectionofcompanyproducts.CRMautomationprovidedinformationondemandtosalesrepsduringthereviews.
• Createdcomprehensivedealer,specifier,andprojectprofiles.Theseprofilesgavesalesrepstheabilitytocapitalizeonproprietaryknowledge,betterservecustomers,andincreasetheprobabilityofwinningwork.
• Builtanewsalesforecastingprocessthatallowedcomparisonofexistingforecasts,basedonhistoricaltrends,tonewforecastsbasedonaforward-lookingsalespipeline.
ISMalsohelpedbuildrobusttrainingandcommunicationprograms,toacceleratechangemanagementandmaximizeadoptionofthenewsalesprocesses/systems.ImpactThecompanybenefitedtremendouslyfromitsprocessenhancementefforts.Keyimpactsincluded:
• Increasedsalesgrowth,significantlyhigherthanindustryaverages• Moreaccurateforecastingoffuturesales,enablingadjustmentofsalesstrategiesto
optimizeresults.• Practicalbenefitsforsalesrepsandsalesmanagersincluding:
o Repsbetterpreparedandmoreknowledgeableforsalescallso Enhancedabilitytomanageandprioritizeleads,andprojectopportunitieso Improvedabilitytofocussaleseffortsandwinmorebusinesso Increasedefficiencyofinternalcommunicationsandreportingo Bettermanagementtoolsforsalesrepmentoring
Ifyouwouldliketoreviewand/orenhanceyoursales,marketingandcustomerserviceprocesses,andleveragetechnologytodriveprocessefficiency,thanksforgivingusacallat(301)656-8448orcontactingusatcontact@ismguide.comsothatwemaylearnmoreaboutyourneeds.
