Getting ROI out of CRM

Transcription

1 Getting ROI out of CRM CRM is not a 4 letter word. Brian Gardner

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3 Goals for this session Get you thinking Challenge Help you and your team get ROI out of CRM. Takeaways you can use

4 How I got here Industry Experience (25+ years) Started Selltis (Industrial focused CRM -1999) Started Coaching Consulting Speaking

5 What are your expectations for this session???

6 ROI out of CRM What is your definition of CRM? (write it down)

7 What is CRM Any volunteers on definition? Sharing and Leveraging information as a TEAM Processes for Sales, Marketing, Service (Touch-Points)

8 Who here has implemented CRM?

9 CRM Implemented % of the audience = Average = 70% (industrial market) If not, why? & If so, why?

10 Implemented CRM????? Why????? Why Not

11 So who here feels they are getting ROI out of CRM?

12 CRM Success % of the audience = Average = 20% (80% not)

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14 Success: Why or Why Not Why (Flip chart)????? Why Not (Flip chart)????? Let s see how we did

15 CRM Fail or Succeed

16 Reasons CRM Fail or Succeed Expectations in the beginning Silver bullet Install some software and we are good Everyone going to love this Nothing worthwhile is easy

17 Reasons CRM Fail or Succeed Senior Management Missing in action Approve it and think their job is done Team needs to see their commitment

18 Reasons CRM Fail or Succeed Sales Management 50% club Preoccupied Just give me my reports Mandatory for Success!

19 Reasons CRM Fail or Succeed Top Guns Don t get the key people involved early. I don t have time for this There to busy and productive I can t defocus them for this Leaders and team looks up to them If they are drinking the Kool-Aid

20 Reasons CRM Fail or Succeed CRM Vendor CRM vendor said they will make this a success Company take ownership Partner approach Over Promise CRM vendor strategy not tactical

21 Reasons CRM Fail or Succeed Data Let s just import all of past data We can clean it up later Garbage in Garbage out Typically a major speed bump

22 Reasons CRM Fail or Succeed Comfort Zone We have done it this way for years Creatures of habit We will just go back to doing what we did before I see & hear it all the time

23 Reasons CRM Fail or Succeed Training We will do an initial training that is all we need Cost to much Can t take my team out of selling Not only system training Training on the processes and value

24 Reasons CRM Fail or Succeed Champions Drive the project.. Must have stick & respect Everyone must know who.. Management and Sales Champions

25 Reasons CRM Fail or Succeed Double Dip Not comfortable changing what I have been doing I will just update both systems for now Excel and CRM Don t cut the cord This is a path to slow death of the system

26 Reasons CRM Fail or Succeed Growth Next Level We are doing fine CRM does not grow. Stuck in neutral Don t let it become expensive Rolodex

27 Reasons CRM Fail or Succeed Communicate Vision I don t see how this helps me Where is the company going with this Just do what we are asking Management must be the evangelist

28 Reasons CRM Fail or Succeed Customization Lets do this, lets do that Wish list a mile long From start to training lose momentum Overwhelm Over budget Overtime

29 Reasons CRM Fail or Succeed TCO (total cost of ownership) I thought the cost was only Focus on initial cost and not TCO Get frustrated 2 to 3 months Customization, data import, training, time Factor 4+ X software cost

30 Reasons CRM Fail or Succeed Management Fad Here we go again Let s see how long this goes on Inspect what you Expect

31 Reasons CRM Fail or Succeed Top 5

32 Reasons CRM Fail or Succeed #5 Focus and perceived value WIIIFM? (What is in it for me) I input.. but what is the output for me? Must drive the value early and often

33 Reasons CRM Fail or Succeed #4 Start Slow and Grow So what do you want me to do When do you want me to sell Don t cram to much in the beginning Overwhelmed and confused Pick 3 areas to focus on first Roadmap exercise a little later

34 Reasons CRM Fail or Succeed #3 Approach as Technology Project This is software our IT team will manage this Sales management does not have time for this IT driving the bus Red Flag

35 Reasons CRM Fail or Succeed #2 Not positioned as TEAM solution A must for success!

36 Sharing and Leveraging Knowledge Islands of Information

37 Reasons CRM Fail or Succeed #1?

38 Reasons CRM Fail or Succeed #1 Culture We have been successful without this Why should we change Culture eats new initiatives for lunch

39 Review Why or Why Not List Review Flip chart answers. Did we miss any? Feedback/Comments

40 Q&A

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43 So Now What? Let s dive deeper Let s put some meat on the bones

44 It is about a Process not just Technology People and Process Technology is the means, not an end

45 Sales Process Review Questions Company (write down) - Tell me about your company with regards to: Territories, Branches, Divisions, Business Units - Review Outside and Insides Sales structure and reporting hierarchy. - Are Outside and Inside Sales teamed up? - Is their a service department? - Is their a marketing department? - How do you leverage information between all departments?

46 Sales Process Review Answers Company (answers) - Tell me about your company with regards to: Territories, Branches, Divisions, Business Units - Review Outside and Insides Sales structure and reporting hierarchy. - Are Outside and Inside Sales teamed up? - Is their a service department? - Is their a marketing department? - How do you leverage information between all departments?

47 Sales Process Review Company Areas for improvement & focus:

48 Sales Process Review Questions Outside Sales (write down) - Review all the input and update responsibilities (weekly, monthly, quarterly) - Average number of accounts for sales person? - Salesperson review process, what is the feedback system? (how often and format) - New outside salesperson hired, summary of the getting started program

49 Sales Process Review Answers Outside Sales (answers) - Review all the input and update responsibilities (weekly, monthly, quarterly) - Average number of accounts for sales person? - Salesperson review process (how often and format) - New outside salesperson hired, summary of the getting started program

50 Sales Process Review Outside Sales Areas for improvement and focus:

51 Sales Process Review Questions Inside Sales (write down) - Title Inside Sales or Customer Service? - Review all the input and update responsibilities (weekly, monthly, quarterly) - How are they documenting their interaction with the customer? - Communication process between them and outside sales?

52 Sales Process Review Answers Inside Sales (answers) - Title Inside Sales or Customer Service? - Review all the input and update responsibilities (weekly, monthly, quarterly) - How are they documenting their interaction with the customer? - Communication process between them and outside sales?

53 Sales Process Review Inside Sales Areas for improvement and focus:

54 Sales Process Review Questions Leads > Opportunities > Quotes (write down) - How are you generating and getting leads? - How are you managing the Lead? * Discuss the qualification process * Who is responsible * Is there a system to manage them?

55 Sales Process Review Answers Leads > Opportunities > Quotes (answers) - How are you generating and getting leads? - How are you managing the Lead? * Discuss the qualification process * Who is responsible * Is there a system to manage them? Rank Lead process and procedures: 1 to 5

56 Sales Process Review Leads > Opportunities > Quotes Areas for improvement and focus:

57 Sales Process Review Questions Leads > Opportunities > Quotes (write down) - Is your company doing Opportunity Management? - What is the definition of an Opportunity? - Discuss your process and system for Opportunity Management. - Do you feel confident with your opportunities in your pipeline for getting accurate forecasting?

58 Sales Process Review Answers Leads > Opportunities > Quotes (answers) - Is your company doing Opportunity Management? - What is the definition of an Opportunity? - Discuss your process and system for Opportunity Management. - Do you feel confident with your opportunities in your pipeline for getting accurate forecasting? Rank Opportunity process and procedures: 1 to 5

59 Sales Process Review Leads > Opportunities > Quotes Areas for improvement and focus:

60 Sales Process Review Questions Leads > Opportunities > Quotes (write down) - How are quotes done? - Are there standards for what a quote looks like? - Who primarily does the quote? - How is the quote delivered to the client? - Discuss the quote follow up process. (Who, what, when)

61 Sales Process Review Answers Leads > Opportunities > Quotes (answers) - How are quotes done? - Are there standards for what a quote looks like? - Who primarily does the quote? - How is the quote delivered to the client? - Discuss the quote follow up process. (who, what, when) Rank Quote process and procedures: 1 to 5

62 Sales Process Review Leads > Opportunities > Quotes Areas for improvement and focus:

63 Sales Process Review Questions Management (write down) Review KEY reports management use to manage the business? Are you tracking any KPIs? What are your Leading Indicator reports? Review the reports the sales team gets to manage their business?

64 Sales Process Review Answers Management (answers) Review KEY reports management use to manage the business? Are you tracking any KPIs? What are your Leading Indicator reports? Review the reports the sales team gets to manage their business?

65 Sales Process Review Management Areas of improvement and focus: Always start with the end in mind. This will drive the input

66 Sales Process Review Q&A

67 Build a Roadmap for getting ROI out of CRM 1. List an area of Focus (exercise) 2. Departments needed to accomplish 3. Value Proposition for doing this 4. Obstacles 5. Difficulty (Low, Medium, High) 6. Impact (Low, Medium, High) 7. Internal Champion(s) to get done 8. Major Action items to accomplish

68 CRM ROI Roadmap Matrix

69 CRM ROI Roadmap Start with the LH Identify a champion(s) Put Processes and Procedures on each focused area. Train on the expectations and monitor the expectations. Needs to become Culture.

70 Example Areas of Focus Opportunity Management (Front End Selling) Activity Management (Sharing information) Quote input and follow up Lead Management Team Calendaring Tracking complaints

71 Example Areas of Focus Project Pursuit & Management Proactive Marketing RMA s & Quality issues Documenting Service Calls Resource/Demo Tracking

72 CRM Roadmap Q&A

73 ROI for CRM It is NOT and oxymoron Where are the areas for ROI?

74 ROI with CRM Soft ROI Perception of customer Perception of Manufacturer Team Selling Culture Documentation Success Sharing Repeatable Processes? Hard ROI Opportunity Management Quote Management Lead Management Target Account Management Acquiring New Manuf (Dist) Losing a sales person?

75 ROI Calculator

76 ROI with CRM First and foremost needs to be looked at as a revenue generator. Improved processes and visibility. What does 1% increase in sales equal. $10m = $100k $25m = $250k $50m = $500k $100m = $1m

77 ROI Calculator Q&A

78 What is next? Action Items (no CRM) Review the Top 5 List Be ready for Culture Change Look for vendors with success in your industry Go visit references Assemble evaluation team (cross functional) Build your Roadmap Matrix (focus) Pilot group to implement (cross functional) Remember where you started from!

79 What is next? Action Items (with CRM) It is a new day be ready to change Review your current focus and processes Use the Roadmap to re-evaluate Get your team involved for improvement Look for some easy wins low hanging fruit Management Lead by example. Show the value.

80 Q&A

81 CRM Trends Closed Loop Marketing BI = Business Intelligences Social Media Links EPR Integration (360 view) Market Demand GPS Locators What is near me?

82 Summary Reviewed a lot during this session Hope it got you thinking with some things to take back to your team 20+ areas for success or failure with CRM Sales Process Review CRM Roadmap Matrix ROI Calculator

83 Final Q&A Throw me some curve balls

84 Takeaway Material (media center) CRM Roadmap Matrix (excel) ROI for CRM Calculator (excel)

85 Final Words CRM is not a project or one time event. It needs to become culture in your company. & CRM is not just technology it is a process.

86 Lagniappe?

87 Sales Process Review Offer to companies at this meeting NO CHARGE: $600+ value Questionnaire and Phone interview Management Summary & Suggestion Document Sales Process Review code: NAHAD or Give me your card (write SPR on back)

88 Thank You Brian Gardner LinkedIn Groups Industrial Sales Management (private) Sales Process 360 (company) Peer Groups Feel Free To Call Me

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90 Lagniappe 2nd row my right 2nd chair 5 th row my left 3rd chair 9 th row my right 5 th chair Closest person to me with white shirt