maximixing profitablity with erp & crm
DESCRIPTION
Want happier sales people, better access to customer service data, pipeline management, and operational planning? Consider using both ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management) as complimentary systems.TRANSCRIPT
Maximizing Profitability with Integrated CRM & ERPBryan Sapot Founder & Managing Partner of Datix, Inc.
Why use CRM (Customer Relationship Management)?• Aberdeen Study June 2013
*Making the most of your CRM Aberdeen June 2013 - ** Gartner Dec 2012
• 12% Increase in Customer Retention
• 26% Increase in Quota Attainment
• 25% Increase in Reps Achieving Quota
• 20% Increase in Revenue**
The Case for Integration
• Faster and easier access to customer data• Front and back office talking together• Sales notified of potential customer issues (RMAs, Cases)
• Single source of the truth
• Elimination of double entry
Mobility
• Real-time mobile access• Mobile for ERP still evolving • Mobile for CRM relatively mature• Younger employees expect mobile• Mobile increases user adoption
• Examples:• Access to current inventory levels• Access to customer order history• Place orders in the field• Order status
Customer Service
• Customer service housed in CRM or ERP• Integration for RMAs, Cases, Notes
• Improved collaboration between sales and customer
service• Visibility into inside vs. outside sales• Notification of issues Sales finds in the field
• Improved customer retention by ability to react quickly
to problems
Pipeline Management
• Not a use case of integration
• Reliable pipeline drives operational
decisions
• Accurate sales forecasts increase
profitability
Operational Planning from Pipeline
• Accurate pipeline = better Operational and Financial Planning
•Manufacturers • Production forecast from the CRM pipeline. • Staffing and scheduling requirements• Capable to promise
• Distributors• Capable to promise
• Financial Planning from the forecast• Compare pipeline to budget
360 Degree View of the Customer
• Access to all customer information in one location • For CRM and ERP users accessing the same information
• Customer Service has access to sales interactions• Sales has access to customer service and financial interactions.
Accountability for Sales Organization
• Calls, leads and opportunities live in CRM, • Sales orders, invoices and shipments live in ERP.
• Actual sales in CRM allow sales managers to measure performance
Row Labels SigConv Leads Opps Est Value Wins Act Revenue2014-02 0 39 12 764,025.00$ 0 $250,0002014-03 14 18 5 760,000.00$ 1 $187,1302014-04 33 46 10 524,950.00$ 3 $150,0002014-05 7 8 1 6,800.00$ 0 $0Grand Total 54 111 28 2,055,775.00$ 4 587,130.00$
Activity
Happier Sales People
• View of projected commissions
• Easier access to information from a single source
• Effective sales people demand CRM systems• Expect quick easy access to back office information
Things to Consider when Planning an Integration
• Define Guiding Principles• Should users work in both systems? • Master system for each data type
• Phased Approach• Accounts, Contacts, Activities• Orders, Shipments & RMAs• Financial Data
• CRM is not ERP
Questions?Bryan SapotFounder & Managing PartnerDatix, [email protected] x 1001