Marrying the Right Sales Process to the Right CRM Tool will Double Profits

Transcription

1 Marrying the Right Sales Process to the Right CRM Tool will Double Profits Presented by Rick McCutcheon Dynamics CRM MVP CSP Certified Sales Professional

2 About Rick McCutcheon Leading strategist, speaker and writer on CRM and Sales Development Dynamics CRM MVP CSP, CerBfied Sales Professional Co- founded Archer Enterprise Systems a Sales AutomaBon and CRM Vendor. Sold to Janna Systems (now part of Oracle Corp.) Strategic Business Development Consultancy PracBce focused on Technology Companies Facilitates Sales Process and CRM Best PracBces workshops and webinars for leading CorporaBons and AssociaBons including MicrosoN CorporaBon, CRM User Group Community, ExtremeCRM and CRM EvoluBon PublicaBon: Sales Gurus Speak Out with my chapter Btled Power Up Your Sales with Technology

3 Planning for CRM Success CRM is the business philosophy that lets you know your customers, prospects and partners beuer, share informabon more thoroughly, and interact more completely. This is achieved by creabng a system that integrates people, process, and CRM Technology. CRM is Forever!

4 Understanding the Opportunity of CRM With a return of $5.60 for every dollar spent, invesbng in CRM is a no- brainer. Further, that investment has significant staying power. As vendors add social, markebng, analybcs, and mobile access capabilibes to their offerings, organizabons have an opportunity to gain even more returns from CRM Source: Nucleus Research

5 Learning Outcomes Closing Rate 20% Closing Rate 30% Sales Increase 50% Small Improvements in sales can lead to great results

6 Understanding the Opportunity of CRM

7 Understanding the Needs of CRM Stakeholders C Level Management CEO, CIO, CMO, Sales Teams MarkeBng Teams Customer Service Teams Field Service Management Teams IT Teams Support Development

8 Understanding the Needs of CRM Stakeholders Sales Management Challenges: GeneraBng revenues & profits Changing buying process Sales process improvement New business development Account and territory management Channel management Hiring, training and managing people CompeBBve threats CompensaBon management Report generabon SaBsfying the CEO

9 ROI on Customer Rela?onship Management Travel 9% Breaks 7% Admin 21% Misc. 8% Selling 23% Order Processing Planning 14% 5% Service 13% The Value of Selling Time If a sales rep spends 23% of their Bme selling and generates 1 million dollars per year in sales. Then 1% of their Bme is worth $43, Source: Pace Productivity

10 ROI on Customer Rela?onship Management Travel 9% Breaks 7% Admin 21% Misc. 8% Selling 23% Order Processing Planning 14% 5% Service 13% The Value of Selling Time 23% = $1,000, % = $1,304, % = 1,739, Source: Pace Productivity

11 ROI on Customer Rela?onship Management Why Customers Leave % % 3% 9% 14% 5% 0 Die Move Away Pricing Not Happy Other Neglect Source: Bell Phone Power Newsletter

12 Understanding the CRM Buying Process Requirement Departmental Requirement C Level Exec Requirement IT Requirement 3 rd Party Initial Requirement Internal Discussion Assign Researcher Web Research (IT) Vendor Product Communities Videos/ Webinars Build Shortlist Partner Websites Case Studies Videos/ Webinars Resources Project Requirements Timeline User Group Community Corporate Customer Portal/ Communities Vertical Groups Initial Budget Approvals Social Media LinkedIn Twitter Facebook Youtube Blogs Engage Vendors Reviews Publishers Associations Microsoft Consultant Partner Sales Process Select Approval Start Project

13 Understanding the CRM Buying Process Requirement Departmental Requirement C Level Exec Requirement IT Requirement 3 rd Party Internal Discussion

14 Understanding the CRM Buying Process Internal Discussion Assign Researcher Web Research (IT) Vendor Product Communities Videos/ Webinars Partner Websites Case Studies Videos/ Webinars User Group Community Corporate Customer Portal/ Communities Vertical Groups Social Media LinkedIn Twitter Facebook Youtube Blogs Reviews Publishers Associations

15 Understanding the CRM Buying Process Build Shortlist Resources Project Requirements Timeline Initial Budget Approvals Engage Vendors Microsoft Consultant Partner

16 Understanding the CRM Buying Process Engage Vendors Microsoft Consultant Partner Sales Process Select Approval Start Project

17 Understanding the CRM Buying Process Marketing Web Tracking Lead Scoring Nurture Marketing SMS Messaging Campaign Tracking Form Capture Surveys Landing Pages Social Discovery Integrations (GoToWebinar) Training & Support Source: ClickDimensions

18 ROI on Customer Rela?onship Management Lead Customer Prospect

19 ROI on Customer Rela?onship Management Lead Customer Prospect

20 Building a Repeatable Sales Process LinkedIn Dispose Networking Customers Network Education Leads/Contacts Research Lead Pursuit Q Current Project Opportunity Overview Presentation Discovery Build Solution Prospects MS Contacts C P Future Project Verbal Agreement Referrals Marketing Lists Account Management Keep Warm Strategy Website No Not Yet Create Proposal AAA Customer A Customer B Customer Yes Close Solutions Presentation C Customer Overcome Objections Negotiate Beat the Competition

21 Building a Repeatable Sales Process LinkedIn Networking Customers Network Education Leads/Contacts Prospects MS Contacts Referrals Website

22 Building a Repeatable Sales Process Dispose Leads/Contacts Research Lead Pursuit Q Current Project Opportunity C P Future Project Keep Warm Strategy

23 Building a Repeatable Sales Process Opportunity Overview Presentation Discovery Build Solution Verbal Agreement Keep Warm Strategy No Not Yet Create Proposal Yes Close Solutions Presentation Overcome Objections Negotiate Beat the Competition

24 Building a Repeatable Sales Process Social Media Web Site AAA Customer 90 Day Review Cycle Growth A Customer 180 Day Review Cycle SWOT Relationships Campaigns Touches B Customer Annual Review Cycle Delivery Education C Customer Reaction Management

25 Planning for CRM Success The ownership of well managed customer and prospect data is a priceless asset to your organizabon.

26 Contacting Rick

27 Planning for CRM Success