crm acceleration - sme case study

BIGGER BUSINESS FOR SMALLER COMPANIES

a case study for DAVID Systems

Winfred van Kuijk • [email protected]

10/27/09 Copyright © 2009 Winfred van Kuijk • [email protected], Inc. All rights reserved. 1

You want a CRM system?


“Small”?

!  companies

99%

!  turnover

58%


source: EIM: Annual Report on EU Small and Medium-sized Enterprises, jan 2009

20.5 million companies (<100)

€13.5 thousand billion

Conclusion

!   Size matters !   common goals !   different means

!   Scalable !   scope and turnover !   resources

!   Adaption to change !   the need !   the ability

!   Different approach !   just do it !   iterative process


Mind the gap


Goal vs. means


A B goal

means

One size fits all?


Many roads lead to Rome


DAVID Systems CRM implementation

!  Company background !  What is wrong with using

spreadsheets? !  What is the best solution for me? !  How to get to the finish line? !  What is the bottom line? !  Looking forward


What is a CRM again?

!   Not: (just) software !   people !   process !   technology

!   Relationships !   company and customer !   departments !   data sources


Relationships


sales marketing

support

customer

partner

contacts

cases

opportunities

orders

Phased approach


strategy define design implement evaluate

strategy

define

design implement

evaluate

Starting point


DAVID Systems

!   Products and technology company !   radio & television industry !   offices in Munich,

Berlin, USA !   international partner

network !   ±30 employees,

±10 partners !   Original situation

!   no previous CRM system !   focus on sales !   no pipeline management !   contact data in Outlook


Steps taken

!   Define objectives !   central contact database !   central opportunity management !   more efficient marketing activities

!   Define scope !   implement CRM !   start with sales + marketing process

!   Selection criteria !   open, standards based !   client - server !   cheap


and not the other way around!

The questions asked

!  Product or project? !  Open or closed? !  Us or them? !  Here or there? !  Now or later?

for each: be able to change the answer later


The choices made

!  SugarCRM !  professional: reporting, teams, workflows !  hosted at external ISP !  local (or outsourced) knowledge !  limited customization

!  Start with sales !  leads, contacts !  opportunities


Customization

!   Layout !   company specific fields

!   Workflow !   calculations !   notifications !   Excel spreadsheet


 Needs to fit like a glove  not too much, not too little  system adapts to user,

not the other way around

Finish line


Implementation details

!  Using SugarCRM with opportunity customizations !  booking amount: split hardware, software, services !  partner teams !  multi currency updates

!  Web-to-lead !  Using Studio and custom logic hooks !  Workflows

!  e-mail notifications (time & action)


Customization example

!   Two good options !   Studio and custom code


Campaign example


Quantity

!   Quick to implement !   days, not weeks/months/years

!   Weekly opportunity reviews !   Predictable forecasts !   Monthly time spent

!   pro-active support !   re-active support !   feature enhancements

!   You can not manage what you can’t measure !   campaigns !   opportunity/pipeline/forecast results !   direct vs. indirect results


Observations

!   The right approach !   top down and bottom up !   what’s in it for me?

!   Business & technology !   keep these two closely linked

!   One place to store data !   offline access still needed? !   keep it clean!

!   Much more reporting information !   including: usage !   maybe even… too much information?


Looking forward

!  Becoming commodities !  cost for communication !  contact database

!  Value is shifting !  understand the relationships !  exploring other relationships

(cloud services, social media)


Tips

!  Start with the goal in mind !   how to measure? !   not: “a working system”! !   define TCO

!   Involve the users early and often !   what is in it for them? !   keep asking why (Toyota) !   seeing is believing

!  An o.k. system now vs. a perfect system someday !   pick quick wins !   remain flexible

!  Stay focused !   on your core business !   on your goals: outsource

when possible, but stay in control



[email protected]

Questions?

Thank you!