CRM 3.

2 CRM in Sales Sales Force Automation

Dhruv Nath

The CRM System

Customer

Marketing

Call Centre

CRM System Sales

Call Centre

Management

Operational CRM
Customer Support

Analytical CRM
Shared Data Base

Case : Sales Pipeline Management

Solutions
A formal method of monitoring each possible order
Selling Process / Selling Cycle (disc)

Exercise : Buying Process

The Buying and Selling Process

Buying Process
Recognise Need
Evaluate Options Eliminate Doubts Decide

Selling Process ?
Open
Develop Need
Propose Solution Eliminate Doubts Close

REED

ODPEC

Sales Pipeline / Funnel - disc

No. of opportunities Value (Rs Million)

Develop Need
Propose Solution Eliminate Doubts Close

200

10,000

80

3,000

45

1,200

20

300

What do we get out of monitoring this Sales pipeline ?

What do we get out of monitoring this Sales pipeline ?

Health / Shape of the funnel Where do we need to focus Delays in progressing from stage to stage Who requires what kind of Training / Support Product Management issues .

Solutions
A formal method of monitoring each possible order
Selling Process / Selling Cycle (disc)

Keep track of
Accounts Contacts Opportunites

The SFA Triangle

Contacts

Accounts

Opportunities
What do we monitor in each ? Disc

What do we monitor
Organisation Structure Transaction History Problems Contacts Opportunities

Accounts

Hidden Orgn Structure

What do we monitor
Education Experience Family Hobbies Likes / Dislikes Attitude towards us
Contacts

What do we monitor
Stage in the Sales Process Contacts involved at each stage Actionables Meetings Similar Opportunities elsewhere.

Opportunities

Sales Funnel / Pipeline Management

Solutions
A formal method of monitoring each possible order
Selling Process / Selling Cycle (disc)

Keep track of
Accounts Contacts Opportunites

Examine past trends

Probability of conversion dependent on

Solutions
A formal method of monitoring each possible order
Selling Process / Selling Cycle (disc)

Keep track of
Accounts Contacts Opportunites

Examine past trends

Probability of conversion dependent on

Data on each Sales Exec

Optimism / Pessimism levels Abilities in specific stages
Print

CRM Implementation Options (Disc & Compare)

On Premise (Bought Out)
Installed in the client organisation Major One time expense (Capex) Dedicated system Highly customisable Responsibility with the client orgn Data within the client orgn. Therefore Security Upgrades tougher to implement Must plan infrastructure for peak loads Responsibility for scalability with the client orgn

SaaS (Software as a Service)

Installed on the vendors server Expense over time : Pay per Use (Opex) Shared system (could ask for a dedicated server , but expensive) Limited customisability Responsibility with the vendor Data external. Therefore Security issues. But can keep critical data in the client orgn Automatic upgrades Loads can fluctuate. Taken care of by the vendor Automatic Scalability Print

How is SaaS implemented ?

Cloud Computing

How are companies using SaaS for CRM ? SMEs

Significant use of SaaS Minimal investments

Large Companies
Use Saas on experimental basis
Maybe Hybrid

As usage grows, shift to On-Premise mode

Lower cost (Fixed Cost vs. Per Use Cost) More customisation possible

The CRM System

Customer

Marketing

Call Centre

CRM System Sales

Call Centre

Management

Operational CRM
Customer Support

Analytical CRM
Shared Data Base

CRM 3.2 CRM in Sales Sales Force Automation

Dhruv Nath