maximixing profitablity with erp & crm
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Maximizing Profitability with Integrated CRM & ERPBryan Sapot Founder & Managing Partner of Datix, Inc.
Why use CRM (Customer Relationship Management)?• Aberdeen Study June 2013
*Making the most of your CRM Aberdeen June 2013 - ** Gartner Dec 2012
• 12% Increase in Customer Retention
• 26% Increase in Quota Attainment
• 25% Increase in Reps Achieving Quota
• 20% Increase in Revenue**
The Case for Integration
• Faster and easier access to customer data• Front and back office talking together• Sales notified of potential customer issues (RMAs, Cases)
• Single source of the truth
• Elimination of double entry
Mobility
• Real-time mobile access• Mobile for ERP still evolving • Mobile for CRM relatively mature• Younger employees expect mobile• Mobile increases user adoption
• Examples:• Access to current inventory levels• Access to customer order history• Place orders in the field• Order status
Customer Service
• Customer service housed in CRM or ERP• Integration for RMAs, Cases, Notes
• Improved collaboration between sales and customer
service• Visibility into inside vs. outside sales• Notification of issues Sales finds in the field
• Improved customer retention by ability to react quickly
to problems
Pipeline Management
• Not a use case of integration
• Reliable pipeline drives operational
decisions
• Accurate sales forecasts increase
profitability
Operational Planning from Pipeline
• Accurate pipeline = better Operational and Financial Planning
•Manufacturers • Production forecast from the CRM pipeline. • Staffing and scheduling requirements• Capable to promise
• Distributors• Capable to promise
• Financial Planning from the forecast• Compare pipeline to budget
360 Degree View of the Customer
• Access to all customer information in one location • For CRM and ERP users accessing the same information
• Customer Service has access to sales interactions• Sales has access to customer service and financial interactions.
Accountability for Sales Organization
• Calls, leads and opportunities live in CRM, • Sales orders, invoices and shipments live in ERP.
• Actual sales in CRM allow sales managers to measure performance
Row Labels SigConv Leads Opps Est Value Wins Act Revenue2014-02 0 39 12 764,025.00$ 0 $250,0002014-03 14 18 5 760,000.00$ 1 $187,1302014-04 33 46 10 524,950.00$ 3 $150,0002014-05 7 8 1 6,800.00$ 0 $0Grand Total 54 111 28 2,055,775.00$ 4 587,130.00$
Activity
Happier Sales People
• View of projected commissions
• Easier access to information from a single source
• Effective sales people demand CRM systems• Expect quick easy access to back office information
Things to Consider when Planning an Integration
• Define Guiding Principles• Should users work in both systems? • Master system for each data type
• Phased Approach• Accounts, Contacts, Activities• Orders, Shipments & RMAs• Financial Data
• CRM is not ERP
Questions?Bryan SapotFounder & Managing PartnerDatix, Inc.bsapot@datixinc.com314-962-3466 x 1001
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