Key Steps to Creating and Implementing a Successful CRM Strategy

Transcription

1 Key Steps to Creating and Implementing a Successful CRM Strategy

2 Agenda Introductions Challenges of Services Marketing Bridging the Gap CRM Best Practices Four Steps User Adoption Best Practices Q&A 2009 Deltek, Inc. All Rights Reserved 2

3 Your Speakers Today Ted Kempf, VP Market Management Kim Hilsenbeck, Director Market Management Jodie Day, Business Development Management 2009 Deltek, Inc. All Rights Reserved 3

4 About Deltek Uniquely focused on software solutions for project-focused businesses Founded in 1983 Over 12,000 customers worldwide $289 million total revenue in ,200+ employees 14 offices worldwide NASDAQ: PROJ 2009 Deltek, Inc. All Rights Reserved 4

5 Supporting the Service Delivery Lifecycle 2009 Deltek, Inc. All Rights Reserved

6 Challenges of Services Marketing

7 Project World Widget World Project-Focused Organizations Widget-Focused Organizations Drive new business by winning new projects Align their resources and plan their work around projects Forecast revenue and profitability by project Analyze profitability and performance across the entire enterprise by project Manage key performance metrics by project Drive business by selling products Defined, high-volume repetitive unit production cycles Forecast revenue and profitability by unit sales Analyze performance of product lines Manage integrated supply chain to gain product efficiencies 2009 Deltek, Inc. All Rights Reserved

8 Traditional Five Ps Don t Work Product World Product Price Placement (Distribution) Promotion People Project World Promise & People Price & Process Performance (Contract) Promotion Partner Recognition Days Months Months Years Brand Relationships 8

9 Bridging the Gap

10 The Strategic Planning Process Drive Forward Current & Future Relationships Strategy Results Facilitate the Process Strategic Value Add 2009 Deltek, Inc. All Rights Reserved 10

11 Marketing Business Development Process Opening Impact on Winning 20% Middle Impact on Winning 70% Closing Impact on Winning 10% Repeat Business 20% of clients = 80% of revenue Get to Know the Market Get to Know the Client Get to Know the Deal Market Analysis Client Management Opportunity Management Get Repeat Business Strategic Account Management Strategic Plan/Annual Business Plan Client Account Plan Pursuit Plan Client Reviews Planning Business Planning New Client Targeting Client Qualification Strategic Initiatives Marketing Tools BD Tools BD Focus Marketing Plans Opportunity Funnel Reports Market Research BDM Support Quality Client Criteria Must Win Criteria Branding Advertising Media/Public Relations Selective Direct Mail Website Brochures Relationship Management Information Management Perception Management Defining differentiators Account Management Client Account Plans Solution Selling Presentation Proposal Management Presentation Management Negotiation Go/No Go Process Pursuit Plans/Teams Proposal Development Process (Kick Off Meeting) Presentation Storyboarding Debrief Processes CRM CRM Direct Marketing Newsletters Direct Mail Conferences Website Presentation Proposal Development Presentation Preparation Cross Selling Quality Work Outstanding Service Client Maintenance SAM/CSM Program Client Account Plans Client Reviews Client Satisfaction Surveys CEO/Management Team Visits CRM Member of the Club News You Can Use Public Relations (exposure for client) Pro-Bono Information Website (Client Extranet)

12 CRM Best Practices - Four Steps

13 Why CRM? Can help in aligning company around strategic direction Provides tool for creating deeper and more accurate understanding of client needs Mobilizes resources around client relationships rather than products/services/disciplines Fosters activities that maximize client lifetime value Increases revenue and reduces costs 13

14 Marketing/Business Development Process Opening Impact on Winning 20% Middle Impact on Winning 70% Closing Impact on Winning 10% Repeat Business 20% of clients = 80% of revenue Get to Know the Market Get to Know the Client Get to Know the Deal Market Analysis Client Management Opportunity Management Get Repeat Business Strategic Account Management Strategic Plan/Annual Business Plan Client Account Plan Pursuit Plan Client Reviews Planning Business Planning New Client Targeting Client Qualification Strategic Initiatives Marketing Tools BD Tools BD Focus Marketing Plans Opportunity Funnel Reports Market Research BDM Support Quality Client Criteria Must Win Criteria Branding Advertising Media/Public Relations Selective Direct Mail Website Brochures Relationship Management Information Management Perception Management Defining differentiators Account Management Client Account Plans Solution Selling Presentation Proposal Management Presentation Management Negotiation Go/No Go Process Pursuit Plans/Teams Proposal Development Process (Kick Off Meeting) Presentation Storyboarding Debrief Processes CRM CRM Direct Marketing Newsletters Direct Mail Conferences Website Presentation Proposal Development Presentation Preparation Cross Selling Quality Work Outstanding Service Client Maintenance SAM/CSM Program Client Account Plans Client Reviews Client Satisfaction Surveys CEO/Management Team Visits CRM Member of the Club News You Can Use Public Relations (exposure for client) Pro-Bono Information Website (Client Extranet)

15 Market Analysis Objective Key Guidance Focus BD Tools Marketing Focus/Tools Get to Know the Market Strategic Plan Annual Business Plans Planning Business Planning New Client Targeting Client Qualification Strategic Initiatives Marketing Plans Opportunity/Funnel Reports BDM Support Quality Client Criteria Must Win Criteria Awareness Advertising Media/Public Relations Website Brochures CRM Needs Flexibility Custom Reporting Ability to Manage Marketing Activities Integration with core systems

16 Example: Client Qualifying Strategic Clients: Existing or potential clients who we know meet the Quality Client Criteria and who offer significant opportunities for the company across multiple business units and/or provide more than $1 million in sales opportunities in a given year. BU Key Clients: Existing or potential clients who have opportunities that represent a significant revenue stream for a specific business unit over a 2 3 year period and/or have the potential to become a Strategic Client of the firm with opportunities across multiple business units. Targeted Client: Potential clients who we are investing time in evaluating because of short term opportunities identified that would help us accomplish the annual business goals set out for each business unit. Existing Clients/Prospects: All other clients in the Vision CRM are categorized as one of these.

17 Account Management Objective Key Guidance Focus BD Tools Marketing Focus/Tools Get to Know the Client Client Account Plans Relationship Management Information Management Perception Management Defining Differentiators Account Management Client Account Plans Solution Selling Strategies Direct Marketing Newsletters Direct Mail Conferences Website CRM Needs Flexibility Custom Reporting Client Centric Views Integration with core systems

18 Example: Client Account Plans Serves as management/planning/budgeting tool Provides foundation for goals that have been established Keeps focus on important issues, priorities and actions with clients Endorses/reinforces client focused business development philosophy Reinforces ownership/responsibility for BD roles

19 Opportunity Management Objective Key Guidance Focus BD Tools Marketing Focus/Tools Get to Know the Deal Pursuit Plans Presentation Proposal Management Presentation Management Negotiation Go/No Go Process Pursuit Plans/Teams Proposal Development Process (Kick Offs) Presentation Storyboarding Debrief Processes Presentation Proposal Development Presentation Development CRM Needs Flexibility Custom Reporting Proposal Automation Service Estimating Integration with core systems

20 Example: Pursuit Plans For every Must Win Opportunity, a Pursuit Plan is created Project background, description, goals Budget and fee projections Client analysis, issues/concerns Differentiators, Strategy to Win Resource planning Action plans

21 Why Proposal Automation Allows you to quickly identify and pull together the more conventional sections of the document, leaving more time for creating what really puts you in a winning position Client specific approach Specific project challenges Experience tailored to project challenges Allows you to avoid Searching archived material for information you ve found over and over before Borrowing from old proposals and dealing with resulting formatting and editing issues 21

22 Strategic Account Management Objective Key Guidance Focus BD Tools Marketing Focus/Tools Get Repeat Business Client Reviews Cross Selling/Relationship Management Quality Work Outstanding Service Client Maintenance Account Managers Client Account Plans Client Reviews Client Satisfaction Surveys CEO/Management Team Visits Member of the Club News You Can Use Public Relations (exposure for the client) Pro Bono Information Website (Client Extranet) CRM Needs Flexibility Custom Reporting Client Centric Views Communications Management Integration with core systems

23 Example: Client Reviews Required for all Strategic (X BU) Clients Key Components Strategic Account Manageme Review and discussion Client Account Plan Progress against stated goals Current and future opportunities Specific action items related to cross selling opportunities Specific client feedback and new information about client Generally a quarterly schedule (varies by client)

24 CRM Best Practices Client Relationship Management It s not just technology, it s a strategic process that requires: Vision Focus Implementation Requires significant up front thinking What can you do more effectively in terms of: Identifying and differentiating the needs of customers Interacting with customers Providing customers customized products and services 24

25 Don t Just Map Your Process, Define It Define the structure to the process Phased and tiered approach Team based Client focused Identify behaviors you expect Greater resources applied to most critical & strategic opportunities Collaboration & cross selling Knowledge sharing

26 Establish Key Principles Disciplined Targeting and qualifying clients and opportunities Go/No Go decision making process Proactive Relationship building with targeted clients Identifying and positioning for opportunities Tools, Processes and Resources Account Manager Roles Pursuit plan/team for Must Win opportunities Knowledge sharing through CRM

27 Define Metrics Efficiency Metrics Budgets Process Milestones Marketing as % of Net Revenue Activity Logs Proposals Produced/Month Marketing Campaigns/Quarter Effectiveness Metrics Sales/Revenue Goals - By Business Unit - By Project Type Hit Rates ROI on activities Opportunity Forecasts Client profitability Client Satisfaction Scores Response Rate on Marketing Campaigns

28 Make Your CRM Meaningful to Your Firm Dashboards Sales by Business Unit by Group Financial or Client Report Cards Sales to Date by Group and forecast by group Custom Tabs/Reports Employee Skill Inventory Staff Licensures Integration with Other Critical Systems HR Systems Financial Systems Document Management Systems Intranet

29 User Adoption Best Practices

30 Benefits of Getting More People Using CRM Better data in the system More data in the system Proven value = more resources/support Reduce mailing returns hard and electronic Reduce proposal time

31 How Williams + Paddon got more CRM Users MODI (Microsoft Outlook Desktop Integration) Business Development Meetings Tie reviews back to Deltek usage Proven reduction in mailing costs

32 What is MODI and how does it work? Microsoft Outlook get addresses, add contacts, link s. Microsoft Word use the Text Library to store commonly used text Microsoft PowerPoint pull data right into PowerPoint slides from Deltek

33 How to Download MODI

34 MODI in Outlook Vision drop down menu from Outlook

35 Accessing Addresses from Deltek Step 1 click on Address Book Step 2 type name Step 3 select name(s) Step 4 insert and send

36 Outlook 2007 version

37 Adding new contact from Outlook to Deltek

38 Adding to Deltek Activities

39 Adding to Deltek Activities

40 MODI Word Text Library

41 MODI - PowerPoint

42 How to make it happen Load MODI on your own computer Demonstrate ease of use to staff Get buy in from Leadership Get involved in local User Group Jodie Day, CPSM

43 Questions & Answers 2009 Deltek, Inc. All Rights Reserved 43