Customer Relationship Management

CRM in Sales Management

Gopalan Narasimhan

CRM for Sales Function

Source www.ecrm.co.in

Customer Relationship Management in Sales

Marketing, CSS and ERP Data feed into Sales

Management activities to enable sales

Sales focus : From transaction to Customer

Relationship Relationship marketing / Relationship

selling

Automation of Sales Function

Improves sales effectiveness

Increase in productivity

Components of SFA
Sales Process Management
Territory Management
Contact Management
Pipeline Management
Configuration Support
Mobile CRM
Field Force Automation

Sales Process and Sales Activity

Management

Opportuni
ty
Generate
d

Sales
Collateral
s

Lead /
Territory
Allocation

Account
sales
team

Prospect
contacted

Sales
Strategy

Qualificati
on

Proposal
Generatio
n

Solutionin
g

Solutioni
ng

Order

Product
Demo

Sales Activity and Process Management

Communication and Collaboration Tools

Effective communication and collaboration

Increase info sharing / transparency
Multi-disciplinary teams / SMEs/

Proposal submission
Product Demos
Deal strategy discussions / meetings
Tracking Prospect Stages

Key actions / Action owners / Target dates for action

Improved responsiveness
Individual and Org To Do list
Workflow support

Territory Management
Think of your Business Process

How prospects are allocated to sales reps?

Mktg activities to generate leads or convert leads into
customers

Territory Management
Territory and Account assignment
Quota management : Capture of sales quota / tracking
against actual and progress reporting (ATD / YTD /
QTD)

Roll up data for territory / regional/ ac manager / mgmt

Forecast

Win Probability
Prospect Phase RFP requested / Proposal submitted /
Solutioning / Shortlisted / Product demo / Contract
nego / Contract signing

Account teams for Large deals

Sales / Pre-sales / SMEs/ Execs

Mapping with External influencers / competition /

Contact Management
Where do you keep the
Contact data?

Phone book
Rolodex
Phone, email, .

Laptop /PC

MS Outlook, Google, Excel,

etc.

MS Outlook contacts,
emails, appointments,
Calendar, tasks,

Contact Management
Maintain rich contact profile by Organizing and

Managing Client / prospect data like contact number,

emails, org. structure, decision makers and influencers

Client org contact for different functions execs,

decision makers, influencers, contacts for billing /

receivables, etc.

Sales promotion info / campaigns in which the

contacts were involved

Survey responses
RFM data and analysis
Automated workflow
Unified communication
Integrating sales activities across many to many

Pipeline Management
Pipeline / Opportunity / Lead Management
Opportunity to Order activities Different phases
To track opportunities thru the sales cycle
Probability of Win actioning to improve win rate
Forecasting
Cycle time measurements phase-wise, analysis for
issues and improvement

To ensure opportunities tracked and not falling thru any

cracks

Prospect attributes tracking Product interests, sales

person resp., likely value, win chances, key influencers,

decision making process, competition, etc.

Pipeline Management
Closing the sales loop by tracking back the order to

Marketing campaign / source of opportunity

Campaign effectiveness
Lost deal analysis and learnings
Sales cycle time effectiveness of sales process
Delays / Improvement opportunities

Key Challenges

Data quality
System capability
Business process and system alignment
People buy in / process complaince

Configuration Support
Product build / assembly for Customers from scratch
Configuring the steps and activities, defining

schedules, responsibilities and dependencies

Product configuration generation

Quote generation
Workflow support for approvals, checking inventory of
components

Product bundling / new product packages Branding

and distribution

Contract generation / proforma invoice generation

Order communication to delivery departments;

Knowledge Management
Corporate Policies,

Sales and marketing

Sales Presentations

Product information /

Sales Processes

Contact info of various

departments / staff /
SMEs

Org Knowledge

resources / process
standards / templates

collaterals

automated product
demos

Customer case studies /

success stories /
testimonials

Video / audio

Proposal templates

Sales training materials

Contract boilerplates

Sales tips/ techniques /

Partner info
Industry and customer -

leaning resources

Promotional everts

Knowledge Management
Ease of access
Search engine JIT information
Quality and usefulness of info
Corporate intranet
Access management for sensitive info

Account Management
Corporate History of Customer Interactions
Track new opportunities with existing clients crosssell and upsell

Account planning and review Planning for increasing

wallet share, growing customer value and profitability

Sales Reports and Analytics

Management Reporting / Dashboards
Sales Performance metrics
Forecasts
Conversion rates / win-loss analysis
Process effectiveness analysis
Cost of sales

Mobile CRM in SFA

From Client / server tech to Web based CRM

applications; Local data in client to Central database

Info access thru Mobile handheld devices tablets,

smart phones; Wireless access to corporate database

thru internet access

Speed of action / high level of responsiveness

Challenges

Message formats
Ease of use and access
Availability of functionality and contents
Bandwidth issues
Security issues

Field Force Automation

Field service management / field servicing / repairs
Servicing communication and workflow
Registe
r

Commu
nicate

Analyz
e

Diagno
se

Allocat
e

Despat
ch

Monitor

Close

Key Success Factors

Sales force buy in
System aligned with your sales processes B2B, B2C,
etc.

System capability; flexibility to meet changing

business needs

Infrastructure requirements
Sales Incentives Link to SFA usage

Thank You!