The Heavy Duty Manufacturers Association The Industry Voice of the Commercial Vehicle Product Manufacturer Heavy Duty Marketing & Sales Forum CRM Survey May 16, 2013 Matt Forner, Director of Aftermarket Sales, Grote Industries, Inc. Bill Gordon, Vice President, Aftermarket and NITE Sales, Bergstrom, Inc. This presentation is the property of the Heavy Duty Manufacturers Association (HDMA) and subject to the protection of copyright, trademark and other intellectual property laws. No portion of this presentation may be reproduced or distributed (including by email) without the prior written consent of HDMA. Anti Trust Statement It is the unqualified policy of the Motor & Equipment Manufacturers Association, Heavy Duty Manufacturers Association and the Heavy Duty Marketing and Sales Forum to conduct their operations in strict compliance with the antitrust laws of the United States. The Heavy Duty Marketing and Sales Forum antitrust policy prohibits any discussions, which constitute or imply an agreement or understanding concerning: 1) Prices, discounts, or terms or conditions of sale; 2) Profits or profit margins or cost data; 3) Market shares, sales territories or markets; 4) Allocation of customers or territories; 5) Selection, rejection or termination of customers or suppliers; 6) Restricting the territory or markets in which a company may resell products; 7) Restricting the customers to whom a company may sell; or 8) Any matter which is inconsistent with the proposition that each manufacturer, wholesaler and distributor must exercise its independent business judgment in pricing its services or products, dealing with its customers and suppliers and choosing markets in which it will compete. 1
Survey Summary 24 respondents 12 questions Average completion time under 3 minutes Some responses may not total 100% due to rounding Compiled by Richard Anderson, Senior Market Research Analyst, HDMA Do you currently employ CRM software? 2
Which CRM software do you use? Other Answers: Currently evaluating SalesForce.com MS Dynamics MS NAV Sales Logix siebel Which sales forces use the CRM software? Multiple responses permitted Others Answers Fleet sales force (3) and all sales 3
How often does your sales force submit reports? Others Answers Inactive and not utilized successfully Which reports can your sales force view? 4
How often are reports circulated? No schedule also includes user driven reporting To whom are the reports distributed? Multiple responses permitted Others Answers No set list 5
Which metrics do you track? Multiple responses permitted Others Answers Territory market trends Does your software have the ability to create a dashboard? 6
If yes, have you used the ability to create a dashboard? What feature of your CRM system would you say is the most valuable to your sales efforts? Centralized contact information (5) Communication to operating divisions voice of the customer. Current customer status of objectives and current status of objectives for the individual sales territory (2) Dashboard (2) Opportunity pipeline and stage of each opportunity Pipeline reports and buying habits of our customers The historical information of sales activity/correspondence with customers. Tracking revenue and units at the "Sell To" location instead of just the "Bill To" location Tracking the sale from lead to close. 7
What addition or modification would you most like to make to your current CRM? Action plans; follow up; integration with divisions/operations Broader reporting to management of highest value customer contacts. Don't know yet we've only been using for 6 months. Implement Dashboards Limitations appear mostly to be with our systems to populate for real time reporting Link to strategy and profit plans Report generation Something that would be easily inputted by our employees We are evaluating other systems. Fleet data (# tractors, OEM's they buy from, trade cycle etc.) We don t have a robust CRM system and therefore our cultivation loop is almost entirely tracked offline with other spreadsheets, etc. Timothy Kraus President, Chief Operating Officer tkraus@hdma.org Thank You Wayne Fulford Member Services Representative wfulford@hdma.org Jennifer Hjalmquist Senior Director, Marketing & Member Services jhjalmquist@hdma.org Beth Walters Barkovich Director, Membership Development bbarkovich@hdma.org Alison Mendys Manager, Communications & Member Services amendys@hdma.org Richard Anderson Senior Market Research Analyst randerson@hdma.org Robert McKenna MEMA President & Chief Executive Officer bmckenna@mema.org Ann Wilson MEMA Senior V.P., Government Affairs awilson@mema.org 8