element dynamics crm playbook playbook.pdf · element has designed and aligned crm with the one...

PLAYBOOKDynamics CRM v1.2

Section 5.6: Company Chains Section 7.4: International Sanctions Policy Section 10.2: Campaign Codes Section 12.5: Update to Pipeline Reports Section 12.12: Updates to Reasons Lost Section 13.5: Quote Closure Section 17.1: Customer Experience Cases Section 20.4: Data Management – Starters and Leavers Section 23.1: GDPR (Global Data Protection Regulations) Section 23.2: PECR (Privacy and Electronic Communication Regulations) Section 23.3: Consent Statements

Playbook Updates

December 2018

Contents

1 3 . Q u o t i n g 1 4 . A c t i v i t i e s1 5 . C u r r e n c y & E x c h a n g e R a t e s1 6 . C R M A p p l i c a t i o n s1 7 . C a s e s / P l a u d i t s1 8 . D a s h b o a r d s & V i e ws1 9 . S e a r c h & A d va n c e d F i n d2 0 . C R M & M a n a g e m e n t2 1 . C R M S u p p o r t2 2 . D a t a M a n a g e m e n t2 3 . D a t a P r o t e c t i o n2 4 . I n d e x

1 . F o r e wo r d2 . W h y C R M ?3 . A c c e s s i n g C R M4 . Tr a i n i n g & L e a r n i n g5 . A c c o u n t s6 . C o n t a c t s7 . C o m p l i a n c e C h e c k s8 . S a l e s P r o c e s s e s9 . C R M P r o c e s s O ve r v i e w1 0 . M a r k e t i n g & L e a d G e n e r a t i o n1 1 . M a n a g i n g L e a d s1 2 . M a n a g i n g O p p o r t u n i t i e s

1 . 0 F o r e w o r dE l e m e n t D y n a m i c s C R M P l a y b o o k

ForewordDear Sales Colleagues,

Welcome to the Element Dynamics CRM Playbook.

What is this?

Element has designed and aligned CRM with the One Element way of selling.

This playbook provides guidelines on how to implement CRM Excellence for Element Dynamics CRM on a global basis, driving consistency, focus and effectiveness. The playbook is based on best practices and guidelines produced by the Commercial Excellence team in conjunction with sales leaders and CRM super users.

The aim is to provide a best practice framework that can take you to the next level as a high-performing, customer-centric, world class sales organization., delivering above market growth

Benefits of using the CRM playbook include:

Understanding how to make CRM work for you

Understanding the features and functionality to assist you in your day to day role

The playbook contains do’s & don’ts, best practices, hints, tips, definitions and where to find further information

Ensuring you are managing your accounts and opportunities effectively and that your achievements are correctly represented in reports

Learning how to manage your, and your teams, sales pipeline using Dynamics CRM

A single point of reference for all CRM users

I hope you find this a useful guide to empower your sales talent and drive consistency, efficiency, and effectiveness throughout our business.

Happy selling!

Frido LangedijkEVP Sales and Commercial Development

2 . 0 W h y C R M ?E l e m e n t C R M P l a y b o o k

2 .0 Why CRM? - Con ten ts

2.1 Commercial Benefits of CRM

2.2 What’s in it for you?

2.3 CRM Functionality

2.4 CRM Excellence

Return to Contents Page

• Single place of storage for all your customer information

• Real-time up to date information

• Greater Visibility -No more reliance on individual records

2 .1 Commerc ia l Bene f i t s o f CRM

Single System

Prioritization/Automation Teamwork Integration Reporting

• Helps prioritize actions and opportunities.

• Automation of everyday tasks (quote follow up)

• More time for selling activities.

• Improved teamwork and productivity between Inside Sales, Outside Sales, Management.

• Enhanced Communication

• Enables easy onboarding

• Integration with Outlook – Calendar updates / Email tracking

• Addition of plug-in sales tools

• Improved Analytics and Reporting

• Allows for common KPIs

2 .2 What ’s i n i t f o r you?

“We keep the knowledge stored in one global system and not only in the brains of the sales people.”

“The most significant benefit of CRM is the way that we can more proactively and easily manage the opportunity pipeline and support more

accurate forecasting.”

“We have better visibility of account and opportunity information than we have ever had before.”

2 .3 CRM Func t i ona l i t y

Benefits

Global Visibility & Information Sharing. Team Engagement

Tools, Reports, KPIs, Forecasting, Budgeting

Prioritization of Opportunities. Higher Win Ratios

Healthy Pipeline of Opportunities

Efficiency Improvement

Skillset Improvement

Project Pursuit

Lead

Opportunity

AccountPipeline

Complaint / Case

Marketing

CRM is the centerpiece of our sales activities

By taking the following advice, you can help sure we have a clean and current CRM system that works for all Complete the training provided – if unsure, ask! Keep your CRM Account and Contact records up to date Record your activities and then keep them up to date, closing as appropriate Don’t take shortcuts, fill in all the fields you can Know your CRM champion and provide feedback for improvements or report any issues Understand why we use CRM, and consider the advantages you can leverage Utilise the sales tools available to increase your sales Use CRM to drive additional sales outside of your sphere of influence, think One Element!

2 .4 CRM Exce l l ence

If it isn’t in CRM – It doesn’t exist!

3 . 0 A c c e s sW h o C a n A c c e s s D y n a m i c s C R M ?

3 .0 Access - Con ten ts

3.1 Accessing Dynamics CRM

3.2 CRM Links and Log in


If a license is required– this should be approved by your Sales Director and backed up with justification and activities performed in CRM. It should then be requested on a Service Now ticket via the service desk.The information we require is: What license will be required? – A Standard License or Professional License with access to

Insights? What permission level will be required? Will you work with your own opportunities or have

responsibility to work on and update your teams opportunities? What quoting solution will be used?Providing this information on the Service Now ticket will speed up the access and training process.

3 .1 Access ing Dynamics CRM

Contact The DCRM TrainersLisa Hura - Customer Success Manager (US)

Bill Crawford - Commercial Training Manager (UK, Europe, RoW)

• How will I use DCRM?

• How often will I be in the system?

Think!

CRM is a sales focused system; we use it for tracking leads, prospects, opportunities and ongoing sales and account development. Anyone who works with customers will be granted a CRM license, Lab/Operational people do not have a license as standard at this stage, however, do feel free to discuss your requirements with the CRM Trainers.Each license carries a monthly cost, so we do try to restrict licences to those who genuinely need them.

How Do I Request a License

Who Should Have a License• People who Quote• Colleagues who have an input

on sales or account development

• Case Owners

Who Might Use CRM?

More Information

mailto:[email protected]


3 .2 CRM L inks and Log i n

There are 3 systems available, let’s explain the journey a change makes before integrated into our live environment.

Staging - https://elementstaging.crm.dynamics.com/Primarily this is used for User Acceptance Testing and Training – When programs in DCRM are modified in the development CRM, all modifications are thoroughly tested in staging prior to productionProduction (Live) https://element.crm.dynamics.com/Our production or Live environment used by commercial colleagues in Element to produce Leads, Opportunities, and Sales and is our mainstream CRM system.

CRM URL Links

CRM Log on

1. Sign in with your element e-mail address2. Click next 3. Enter Element User ID4. Enter Element password5. Click sign in



Contacts

Difficulties logging onRaise a ticket on the Service Now Portal. Telephone :Mitel 89000EU +44 131 335 4399US +1 866 737 1764 ext 10777

Help!

The CRM Quick Guides have information about logging on to Dynamics CRM

More Information

https://elementstaging.crm.dynamics.com/

https://element.crm.dynamics.com/



4 . T r a i n i n gE l e m e n t C R M P l a y b o o k

4 .0 Tra in ing - Con ten ts

4.1 Online Learning4.2 Web-based Classroom Learning4.3 Face to Face Classroom Learning4.4 CRM Champions4.5 CRM Training Links4.6 Requesting Further Training


4 .1 On l i ne Learn ing

CRM support quick guides are available to assist your learning and daily use of the system

Pro Tip



Do I need additional training?

Talk to your line manager and request a Service Now ticket to arrange your courses.

Think!

More Information

Training presents a prime opportunity to expand the knowledge base of all employees. Training and development provide, both the individual and organizations as a whole with benefits that make the cost and time a worthwhile investment. The return on investment from IT training of employees ensures swifter processing of inquiries and the accurate creation of accounts.

Element Delivers CRM training in 3 ways:

Training

3. Face 2 Face Classroom

2. Web Based Classroom

1. Online

Learning



4 .1 On l i ne Learn ing

Element University

Element University - there is a spectrum of courses available to develop your understanding of the systems used in our commercial business such as DCRM and AX.

The university provides the trainers with an active Learning Management system where we can track courses and encourage delegates to complete assigned courses.

http://element.talentlms.com/index

Online training allows us to deliver training quickly and easily to users at a low cost and a time that is convenient for them…

It delivers the basic training required to get users familiar with system functionality, processes and theories

Starting with the Nuts and Bolts session you will learn the fundamental processes and upon completion you will gain access to Sales Starters. The courses in total are just over 2 hours of learning.

Users: You can request online training on the Element IT Service Desk. Use the General Request form to request training on a specific topic.

http://element.talentlms.com/index

4 .2 Web-Based C lass room Learn ing

Web-Based classroom learning is our follow on from learning the fundamentals during the on-line sessions

The sessions which are usually 90 minutes in duration, and delivered via Skype or WebEx meetings, provide a complete run through of our Lead – Opportunity process including quoting and task management, focusing on the building the record and completing the process accurately

These sessions are offered to everyone who has completed the Nuts and Bolts and Sales Starters sessions and will be hosted by the CRM trainers.

We feel these sessions complement the online learning and allow our delegates to ask questions relating to the screens and process

The sessions can be tailored to individual teams requirements such as Activities or Quotations.


Managers: Use the IT Project Request form to request individualized training for your team.

Lisa and Bill can also design training sessions to meet your team’s specific needs. Training can promote CRM adoption, teamwork, or develop specific skills for your team.

4 .3 Face to Face C lass room Tra in ing

We offer Face to Face Classroom training for groups of 4 or more in Element locations throughout UK, Europe and the Americas.

Whether during structured classroom sessions or a part of your sales meeting we facilitate the lessons using trainer-led instruction and practical exercises.

All delegates will be required to complete the Nuts and Bolts and Sales Starters as a prerequisite to attending a session with us.

Interaction with classmates – with a number of unique personalities and minds that think differently in one room, as a delegate you can come up with some really great questions and scenarios that help cement the learning.

The best thing about a instructor-led session is that it can help put all the learning material into context by offering an anecdote from their years of experience in our business. It’s also an excellent opportunity to do some networking and make colleague connections that may prove valuable in time to come.


Managers: Use the IT Project Request form to request individualized training for your team.

4 .4 CRM Champ ions

CRM Champions

Provide a friendly first point of call within sales divisions for users

Ensure fair representation from all areas of business when gathering input for future changes

Our CRM champions are available to assist within their sectors, they are locally based to provide 1-2-1 mentoring and assist with the development and testing of Dynamics CRM

Aerospace

Aero MT East Eric Dahman

Aero MT West Luke Kannike

Aero MT Europe Eric Nolleau

Aero Nordics Jesper Stal

Aero PQT Steve Tait

Oil & GasOil & Gas EU Martin Green

Oil & Gas US Travis Dean

Transportation & Industrials

T&I: Environmental Venessa Kumpula

T&I: Health Sciences Louis Albanese

T&I: Industries Jenny Recinos

T&I: Transportation James LeRoy

4 .5 CRM Tra in ing L inks

DCRM Access & Navigation

Entering a Lead

Creating an Opportunity

from a Qualified Lead

Creating a New Opportunity

Existing Account

Creating a Manual

Quotation

Activities/Tasks &

Appointments

Changing Currencies / Date Format

To complement our training, here are some links to the DCRM quick guides

4 .6 Reques t ing Fur the r Tra in ing

We are Here to Support You

Contacting your trainersLisa Hura: [email protected](US) Customer Success MangerBill Crawford: [email protected](UK, Europe, RoW) Commercial Training Manager

Want to know More?Continued training in Element is an important aspect of career development and professional growth. If you are in a commercial role and further CRM training has

been discussed as part of an annual review, your line manager can request training by submitting a Service Now ticket.

If you have a question regarding CRM or part of the sales process, this playbook or the training guides will provide you with the answers. Please see trainers contact information to contact us directly.



5 . 0 A c c o u n t sE l e m e n t C R M P l a y b o o k

5 .0 Accoun ts - Con ten ts

5.1 What is an account? 5.2 Account Hierarchy5.3 Searching for Accounts5.4 Account Ownership5.5 Managing account data 5.6 Account Management5.7 Countermeasures (also see Activities) 5.8 Field Glossary


5 .1 What i s an Accoun t

Accounts are organizations with which we have a relationship. An account with which we have done business is classified as a Customer, and an account we hope to do business with is a ProspectThere can be many contacts associated with a single account.The account record provides the user with a single point of lookup, company records containing all Leads, Opportunities (Quotations), Documents and Notes.

Accounts Account Addresses should always be the physical or legal entity/head office address of the company where we do business. The physical address is the defining characteristic of an account.

Pro Tip

Make sure you have performed a full and thorough search to ensure you are not creating a duplicate account.

More information here

Think!

Online Training: DCRM Nuts & Bolts

Work Instructions: [click here] FAQs: [click here]

More Information

Account

Contact Contact Contact

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Accounts

http://connect.element.com/teams/systems/Dynamics%20CRM/FAQ/_layouts/15/start.aspx#/Lists/Categories/Category.aspx?CategoryId=1

5 .2 Accoun t H ie ra rchy

If you think a new account is part of a bigger chain of accounts, contact the Commercial Excellence team for help getting it set up.

Pro Tip



Before you add notes or activities, make sure you haveselected the right account!

Think!

More Information

Accounts can be related to each other when they are part of a larger group. You may find that some accounts are subsidiaries of another, or that a group of accounts are linked by an overall holding or parent company.

Where different accounts are related, or part of the same account chain, you may find that there is a specific owner for that group of accounts – you may be asked to liaise with the chain owner for activities with these accounts, as they may be of significant strategic importance to Element. You might find that accounts in the same chain do not have easily recognisable/connectable names (see example below)

Creating account chains isn’t something that can be done by everyone. Account chaining is reviewed quarterly by the Commercial Excellence team, but you can contact them if you have suggestions.

Accounts Chain

SAFRAN AERO BOOSTERS

ZODIAC AERO-TECHNICS

SAFRAN CERAMICS

Contacts Contacts Contacts



5 .3 Search ing fo r Accoun ts

Look out for variations! Things like initials (A.M. Castle) and punctuation (&) can make a big difference!

You can use * either side of a word to return all results that contain that word.

Pro Tip



Having all of our information and activity in one place gives us a better overall picture of the account and our interactions with them.

Think!

More Information

Active Accounts View

Accounts Look Up

Use the Search field on the Active Accounts view to look up an account by name.

The accounts view gives you an overview of basic information like City, Owner, and Industry.

On any screen, use the magnifying glass icon to search for an account.

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Menus,%20Navigation,%20Searching


5 .4 Accoun t Ownersh ip

Typically account records in CRM are owned by a particular CRM User, this is governed by the Owner field on the record.

The account owner has then the opportunity to add information to the account such as account potential.

Everyone can assign a record if they are the owner of the record.

Only people with the Sales Manager security role can modify (including assigning) records where they are not the owner.

The account owner is the user assigned to manage the record

Clicking on the account owners name will display the owners contact information, position(role), phone and email, line manager and recent posts

Pro Tip



More Information

Company Account Ownership Account Ownership Field

You do not have to own an account in order to create a lead, opportunity or quote against that account

There may be multiple sales people with a budget set for a single CRM account. The account owner should usually be the salesperson with the highest revenue stream. This is particularly the case when an account does business across sectors and divisions.

The ownership of accounts at a budgetary level is kept in the Element data warehouse, and fed into the finance tool Adaptive.

Notes on Account OwnershipEvery user is assigned a security role, which dictates the permissions the user has to perform certain actions. In CRM there are 3 basic security roles: Sales Person Sales Manager Administrator

Security Roles



5 .5 Manag ing Accoun t Da ta

The Insights tool in CRM can be used to get a complete picture of a new account. Information such as Address, phone and website, as well as key contacts and company details like annual revenue and number of employees.

Insights

Company Account AdministrationIt is the responsibility of the account owner and user to ensure the company records being used are completely accurate and up to date and if any fields have not been completed at the time of creation, they are reviewed and completed.

Incomplete company records lead to customer dissatisfaction.

In the example here our company Bigelow Aerospace, LLC has not been checked against the company website leading to incorrect and missing company data.

Managing Account Data

No Phone Number No Website No Industry (To Be Determined) No City No Zip Code

You have to be online to work in CRM, so there’s no excuse not to open a new tab in your browser and Google! It’s easy to find all the information you need on the company website.

An account is not complete until it has been checked for

compliance

Missing Data

5 .6 Accoun t Management

Account Management is the process of managing our on-going interactions with our customers and building long-lasting, profitable relationships with them.

Successfully managing our accounts requires information. We need to build data on the account, on the key contacts, on our history with them.

Making sure each account has complete, accurate information and well-documented opportunities and activities gives us the history we need to move forward.

Account Management

Use Insights research, News, and watch lists to stay on top of the latest industry information.

More information can be found in Chapter 16.3

Insights

Be proactive! Knowing our clients, their industry and the issues and presenting solutions will make us a trusted partner, not just a service provider.

Pro Tip

We can’t manage without information!

Recording the history of our interactions with customers helps us plan and track our progress.

Activity History

Company Chains allow us to group together related companies and look at them as one unit. For example, we can see the total spend from a large company with multiple locations, like Boeing or Subsea.

Company Chains

5 .7 Accoun t Management P rocess Whee l

1

24

GATHER/ANALYZE ACCOUNT INFORMATION

COMPANY, RELATIONSHIPS, COMPETITORS

DEVELOP ACCOUNT

PLAN

IMPLEMENT ACCOUNT PLAN

CONDUCT PERIODIC ACCOUNT REVIEWS

Allocate account team resources

Build & manage customer relationships

Identify & advance new opportunities

Track & manage account performance

3

CUSTOMER

5 .8 Coun te rmeasures

Countermeasures are activities that are put in place by the owners of accounts, or owner of a budget relating to the account, when an account is failing to deliver its budgeted revenue. These countermeasures should promote a proactive approach to increasing share of wallet in order to meet/exceed budget. A countermeasure activity should be identified by the account owner as being a key activity that is critical to driving the growth of revenue with that account, as well as identifying and addressing any factors for a decline. These countermeasures should be set using SMART targets, and will be reviewed by the Sales Director as part of the ‘Sales Person Report’. Countermeasures can be reviewed by the account owner/manager in the same manner as any other activity on an account.

Countermeasure Summary Countermeasures for sales

person reports are set against an ‘account’ and not an opportunity.

Countermeasures on an opportunity would not be reflected on reports

Pro Tip


Work Instructions: [click here]

More Information

Sales Person Report You can find more information

on the various activities that can be used against an account, contact or opportunity in the ‘Activities’ section of the playbook

Think!

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Activities

5 .9 F ie ld G lossary

SAM & KAM AccountsStrategic and Key accounts

Price ListsDoes this customer have a set of agreed terms and prices? If a price list is applied to an account it must be reviewed regularly.

LTAsLTA stands for Long Term Agreement. These fields let us indicate a customer who has a long term or pricing agreement and when it expires.

SIC CodeThe Standard Industrial Classification SIC is a system for classifying industries by a four-digit code.

Parent AccountParent Account (See Slide 4.2) All Activities relating to sub accounts are rolled up to the parent account.

Duns NumberThe Data Universal Numbering System, abbreviated as DUNS, is a proprietary system developed and regulated by Dun & Bradstreet (D&B)

AX Party IDThe presence of an AX Party ID confirms that the account is linked to an account in AX. For more information on how CRM links to AX see section X.X

IndustrySummary of business requiring test, manufacture of goods in factories. Primary Metals, Defence and Aerospace are currently used to gather OEM information and used in marketing and demographics

CurrencyShould be the main currency that is used for transactions for the account. Opportunities for the account can have any currency set. A base rate in USD is always kept for reporting

********Fields with red asterisks are required fields. You must complete these fields to save the record and move forward. We save the red stars for fields that are really important – we have to have an account name, after all! And we need a phone number to stay in contact.

5 .9 F ie ld G lossary Con t ’ d

ComplianceHas the account been checked for trade compliance? For more information please see section 7.0 International Sanctions

PolicyPlease review document referenceEX-G-CR-X-X-SOP 27675 –09th January 2018

More Information

Account PotentialWhat is the total customer potential spend? If we generate revenue to match this figure, we have 100% of the customers testing spend.Customer potential can be obtained through a variety of means, there is no set method or formula for calculating this.

IndustryThis should be the main industry in which this account would be categorized. You can use tools such as insights or the SIC code to help decide. Opportunities with this account could be assigned their own industry type.

OwnerThe owner for the CRM account. For more information please see section 4.4

Company ChainThis is a locked field that allows us to group multiple accounts (usually subsidiaries of a larger parent company) for reporting and management purposes.

5 .9 F ie ld G lossary Con t ’ d

Use the bars to navigate through the account screen

The Details menu tells us more about the company, how we can contact them, and if our Marketing team is working with them.

The Quotes section shows details on recent quotes.

Use the Menu button to pop out the full list of quotes!

Pop It Out

6 . 0 C o n t a c t sD y n a m i c s C R M P l a y b o o k

6 .0 Con tac ts - Con ten ts

6.1 What is a Contact?6.2 Contact Ownership6.3 Searching for Contacts6.4 Managing Contact Information6.5 Contact Field Glossary


6 .1 What i s a Con tac t

Always ensure you have full and accurate information for your contacts.

Most of the information we collect is available in a standard email signature and even more can be tracked down using Google, LinkedIn or Insights.

Pro Tip



Check the contacts on DCRM regularly, keep contacts up to date.

Think!

More Information

Contacts are the people with whom we have a relationship. Contacts are always related to an account.To develop our relationships with these accounts, we need full and accurate information on the contacts, their positions, and our connections to them. In Element we don’t send quotes to an account, we send them to an individual and we follow up inquiries and opportunities with that individual.

Contacts

Persona: Contacts can be Technical or Non-Technical – this influences how we market to them.

Account


http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Contacts


6 .2 Con tac t Ownersh ip

Most of the information we collect is available in a standard email signature and even more can be tracked down using Google, LinkedIn or Insights.

Pro Tip



Be sure to remove outdated contacts – such as those that have left the business – by Deactivating them.

Think!

More Information

Contacts, like accounts, have an owner who has overall responsibility for that record.

The owner of the contact may be different from the owner of the account; different Element labs may be working with a single account, and they may deal with different project managers, buyers, and engineers.

Contacts may in some cases have different offices and address information, but generally would have the same details as the associated account record.

Contacts, like accounts, must be compliance checked in CRM. (See Section 7)

Contacts

Account




6 . 3 S ea rc h i ng f o r Con t ac t s

Remember to look for variations. Mike could be Michael, William could be Bill or Billy, and Bobby could be Bobbi.

Pro Tip



Use your search characters! If you cannot find your contact try inserting an * before and after a keyword!

Think!

More Information

Active Contacts View

Searching for Contacts

Use the Search field on the Active Contacts view to look up a contact by name. The contacts view gives you an overview of basic information like company, telnumber and email address

On any screen, use the magnifying glass icon to search for an account.



6 . 4 M anag i ng Con t ac t I n f o rma t i on

My active contacts displays a list of the contacts where you are the owner

Opening a contact from your My Active Contacts or Active Contacts list displays a screen where you can edit, update contact details that can strengthen and add value to our relationship with the contact. This screen will allow you access to the all the fields previously completed when the customer record was created.

Each contact record has an address, so that if a contact does not work at the account’s address, we will still have complete information.

Professional information and general notes about your contact can also be added, personal information such as personal email addresses, birthdays, anniversaries and family information cannot be retained without prior consent (see Pro Tip)

Job titles will usually appear on quotes, so don’t guess or make things up. Take the time to ask for it or search for it on LinkedIn!

Under UK GDPR Rules 2018. Consent to retain data must be freely given.

You must inform individuals of their rights, including the right to withdraw consent. Withdrawing consent must be as easy as giving it was)

https://www.gov.uk/data-protection

Pro Tip



More Information

Job Title is one of the most important fields on the contact form. Job title tells us who we are talking to and helps us when we need to find a particular sort of contact.

Think!




6 .5 Con tac t In fo rmat ion F ie ld G lossaryFields with red asterisks are required

fields. You must complete these fields to save the record and move forward. We save the red stars for fields that are really important – we have to have a contact name, after all! And we need a phone number to stay in contact.

Address*: The address defaults from the account, however, this can be changed if this particular contact works at a different location

AX Party ID: This ID Ties the contact in CRM to a contact record in Dynamics AX

Business Phone, Extension, Mobile Phone*: Having these fields completed will give us multiple options for contacting this customer

Compliance Status Fields: ECO Override, Compliance Status, Checked Date, Checked User. Tells us whether or not the record has been successfully compliance checked, when it was checked and by whom. The compliance check is required in the opportunity process

Contact Preferences: Contact Method, Bulk Email, Telemarketing, Contact Status. These fields help us track the best way to reach this contact, whether they have opted out of marketing efforts and whether marketing has contacted them. These fields are locked for most users

Customer Data Fields: Account Name, Industry, Phone, Compliance Status. These fields are pulled from the Account form.

Department: A free text field that allows us to provide more information on the contact’s area of responsibility

Email*: Critical for being able to get in touch with the contact

Job Title*: One of the most important fields on the contact form. This tells us who we are dealing with and their area of responsibility.

Marketing Fields: Originating Lead, Lead Source, Last Campaign DateThese fields provide tracking for the marketing department. We can see the lead that first brought them into the database, as well as the last time they were contacted as part of a marketing effort.

Persona*: Does this contact work in a technical or non-technical capacity? This information allows us to target our marketing efforts more successfully.

Personal Notes: A free text field for recording personal details about the contact, their interests, or their relationship to us.

Personal Title*: Titles such as Mr., Ms., and Dr. This field is required, so that we can address contacts appropriately.

Suffix: This field is used to record a suffix attached to the contact’s name, such as Sr.or Jr.

***

7 . 0 C o m p l i a n c eD y n a m i c s C R M P l a y b o o k

7 .0 Comp l iance - Con ten ts

7.1 What is Trade Compliance?7.2 How to Run a Compliance Check7.3 Our Compliance Team7.4 International Sanctions Policy


7 .1 What i s Trade Comp l iance?

Online Training: DCRM Sales Starters


Compliance checking is not optional! It is required by corporate policy.

Not performing the required check will prevent you from moving your Opportunities forward.

Think!

More Information

It is Element Policy to comply with all applicable export control requirements concerning the transfer, release, re-export, sale, or disposal of any export-controlled equipment, technical data or technology through its goods and/or services. Many of our test reports, quotations, and other testing documentation contain technical data that is restricted under these policies.

Element Policy

Exports are a privilege, not a right, and there are a variety of government statutes that apply to exports of technical data. In some cases, a special license may be required to export goods or technology. Increasingly, companies are choosing partners based in part on the effectiveness of their export control policies, so an effective compliance program gives Element a real competitive advantage.

Why do we do it?

Compliance Checking or Denied Party List (DPL) screening is required per our corporate policy. The DPL consists of lists published by various Government agencies containing the names of persons or entities that have had their export privileges denied or are otherwise subject to various other trade restrictions or sanctions.

Screening

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Compliance/international%20sanctions%20policy%20_2_%20_2__6.doc

http://connect.element.com/teams/systems/Dynamics%20CRM/FAQ/_layouts/15/start.aspx#/Lists/Posts/Post.aspx?List=57d4f615-8148-4e84-a83e-331e826836d7&ID=44&Web=dee4432f-3acd-46f0-a693-00a9d54308fa

7 .2 How to Run a Comp l iance Check



A record that cannot be cleared will be marked Checked Blocked. We can have no further contact with this account or contact.

Think!

More Information

Running a compliance check is easy! Simply click on the Check Compliance button in the toolbar. The check takes only a few seconds.

Just Click! Screen the Lead! When you Compliance

Check at the Lead level, you’ll check the Account and Contact at the same time.

Pro Tip

The check can give you two possible outcomes:

Checked OK Checked Pending Investigation

On Opportunities, if you do not run the compliance check, you will not be able to progress to the final stages. As long as you have run the check, you can continue with your opportunity even if the status is Investigation Pending.

The ECO Team is notified automatically if the record requires investigation and will respond promptly. If there is a serious issue that would lead to a status of Blocked, you will be contacted by the ECO with further instructions.

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Compliance


7 .3 Our Comp l iance Team



More Information

The ECO in each location is responsible for the administration and maintenance of the Element USA Holding Inc. export compliance program, including initiating and supporting all export activities, reviewing foreign visitor requests, employee awareness and training, and maintaining appropriate records for their location.

Export Compliance Officer (ECO)

A select group of ECOs works with the Commercial Team to streamline compliance checks and clear any accounts or contacts that are Checked Pending Investigation in CRM. The ECO reviews potential hits in Visual Compliance approximately every 30 minutes. If the hit is a false positive, the hit is cleared and a comment is added indicating why it was a false

positive. The record is then released in CRM and the compliance status changed to “Checked OK” If a hit is a true hit, a comment is added in Visual Compliance indicating it is a true hit. The status for the record in CRM is then changed to “Checked Blocked” The “Owner” of the record is then contacted via email to let them know that a True Hit was found

and no further business can be conducted with this customer.

ECOs & CRM

We can only perform a compliance check once every 24 hours on a single record –if you try we incur a cost!

Think!

Once you’ve completed the Compliance Check, keep your opportunity moving forward. If there is a problem, the ECO will contact you.

Keep Moving!

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Compliance


7 .4 In te rna t iona l Sanc t i ons Po l i cy

Visit the Compliance connect hub to view the International Sanctions Policy

More Information

International sanctions and embargoes are imposed by various bodies, organizations and countries including the United Nations, the United States and the European Union and restrict dealings with certain states, bodies and persons. Wherever it does business, it is the policy of Element to comply with international sanctions laws including such laws issued by the United Nations, United States, European Union, international organizations and various nations. Violations can result in substantial monetary penalties or imprisonment as well as significant reputational damage for Element. Element business sectors should therefore be aware that sanctions may restrict Element’s ability to deal with individuals, entities and governments.

What are Sanctions?

Classification of Sanctioned Countries

Under no circumstances should an employee engage in direct or indirect trading involving these countries.

REDAn employee must seek approval from Trade Compliance before engaging in direct or indirect trading involving these countries.

YELLOWAs these lists may change, please see the International Sanctions Policy or consult with your local ECO for more information.

MORE INFO

Element Canada, Mexico and United States locations: Kevin Ranta, Vice President, Trade [email protected]: New Berlin, WI USA

Element Europe and other locations: Megan Gardner, Trade Compliance [email protected]: Salford, UK

Who to Contact

Important information: Group approval is required for all work connected to sanctioned countries. A Sanctioned Territory Approval Form must first be completed and submitted to the Trade Compliance Manager. This requirement applies across all Element locations and sectors – including sites utilizing CRM compliance screening. An approval form must be submitted in all cases!

Group Approval



8 . 0 S a l e s P r o c e s s e sD y n a m i c s C R M P l a y b o o k

8 .0 Sa les P rocesses - Con ten ts

8.1 Definition of Sales Process8.2 Element Sales Process Steps8.3 Element Sales Process Steps Definitions8.4 Lead to Contract – What is an Opportunity?8.5 Sales Stage Definitions8.6 Chance of Winning


8 .1 De f i n i t i on o f Sa les P rocess

A sales process is a systematic, repeatable series of steps that map out and track interaction with prospects from their first point of engagement with Element through to a close. This enables the sales force to focus on their opportunities and ultimately close more deals.

Element utilizes the common sales stages as per below

Sales ProcessSales Strategy

PPenetration

RRetention

CConversion

TestsCurrent New/Different

Buyers

Pros

pect

sC

usto

mer

s

Access Persuade Fulfill/ Manage Acct

Qualify Develop Propose Negotiate Close Order Fulfillment Manage Account

Conversion: new businessPenetration: cross-sell/ up-sellRetention: renewal business

8 . 2 E l e m e n t S a l e s P r o c e s s S t e p s

1

2

4 3

QUALIFY

DEVELOP

5

PROPOSENEGOTIATE

CLOSE

Sales Process stage has no relation to the Chance of Winning!

8 . 3 E l e m e n t S a l e s P r o c e s s S t e p s D e f i n i t i o n s

Qualify

The opportunity has been identified & qualified as valid

Opportunity might not have been financed or approved by the customer

Developments are monitored; sales assist with specification work, solution recommendation and technical assistance

Budgetary quotation may be issued. When bid for bid, quotation remains in Identify & Qualify stage

Develop

Opportunity has been approved by customer and finance is made, or is agreed to be made available

Customer needs are identified; specification work and solution recommendations are discussed.

Sales and/or Technical Experts are in regular contact with the customer.

Developments are monitored closely.

Propose

Sales/Technical Experts are working (more) closely with the customer.

Test requirements are becoming further defined. Final pricing and a Unique Value Proposition is being firmed up.

Formal rebid and/or a quotation has been issued.

Negotiate

Advanced technical and commercial discussions taking place with the customer / decision maker(s). A Refined quotation is issued if needed

Final negotiations are in progress on pricing, delivery time, terms & conditions etc

Close

Opportunity is Cancelled, Won or Lost,

Lost reason identified.

Updated in CRM and quoting system if applicable.

8 . 4 L e a d t o C o n t r a c t – W h a t ' s a n O p p o r t u n i t y ?

Lead

Non QuotedOpportunity

Quoted Opportunity

Order

Not yet quoted

Qualified

Status

Action

Identify an opportunity(Dis) Qualify

Not yet quoted Quoted

Spec workDefine solutionObtain inquiry

Propose SolutionPipeline Review& PursuitClarify, Negotiate

Won or Lost

Close

8 .5 .1 Qua l i f y

The opportunity has been identified & qualified as valid. Opportunity is not yet been financed or approved by the customer. Developments are monitored; sales assist with specification work, solution recommendation and technical assistance.

Budgetary quotation may be issued. Bid for bid.

Definition Opportunity has been identified

and qualified as valid Know business need, decision

process and criteria, key customer stakeholders, potential budget and time frame, and fit with Element capabilities

Funds is available the quoted account has an order to place

In Order to Advance Identify a potential opportunity

for selling an Element solution though inbound or sales effort

Confirm that the opportunity is worth expending Element cost and effort to win

Objectives of Stage

Is your opportunity in the appropriate sales stage!?

Think!

More information on Sales processes and how they relate to your role, can be found in the role playbooks on the Commercial Hub

More Information

If you cannot qualify the lead at your location, send it to the Element inbound team – they might be able to find a lab who [email protected]

Pro Tip


8 .5 .2 Deve lop

Definition Opportunity has been

approved by customer and finance is made available. Specification work and solution recommendations continue to be discussed.



Opportunity has been approved by customer and finance is made available

Clarity on the customer’s needs and requirements in order to define a value-added Element solution and confirmation on customer selection criteria

High-level Element solution has been communicated and is in line with expectations of customer

In Order to Advance Work with the customer to

understand their needs and confirm Element capability to meet customer requirements

Confirm that the opportunity is worth expending Element cost and effort to win

Identify key decision makers and competition

Define the high-level solution and Element’s unique value proposition

Objectives of Stage


Think!


More Information

An opportunity should not be closed as won while in the develop stage, as that would indicate no quote has been issued.

Pro Tip

8 .5 .3 P ropose

The opportunity has been identified & qualified as valid. Opportunity is not yet been financed or approved by the customer. Developments are monitored; sales assist with specification work, solution recommendation and technical assistance.

• Budgetary quotation may be issued. Bid for bid.

Definition Final pricing and Unique

Value Proposition has been firmed up

Quote has been issued to the customer and followed up on by sales to gain critical customer feedback regarding whether it met the customer's expectation.

In Order to Advance Establish the solution and

issue a competitive quote to the customer, follow up with customer to gain feedback.

Objectives of Stage


Think!


More Information

An Opportunity can be closed in the Propose stage if the quote was acceptable and there is no further sales support required

Pro Tip

8 .5 .4 Nego t i a te

Final negotiations are in progress on pricing, terms & conditions

Advanced technical and commercial discussions taking place with the customer/decision maker(s). Refined quotation issued if needed.

Definition Final negotiations are in

progress on pricing and terms and conditions

Final proposal is communicated to customer

Positive buying signs are being received

Final pricing and Unique Value Proposition has been firmed up

In Order to Advance Gain formal agreement

with the customer on price, solution, scope and terms & conditions

Work with the customer to refine details of original quote (e.g. technical clarification)

Objectives of Stage

Not all opportunities reach the negotiate stage, this stage is only for if a quote has been issued but further support is required to reach a successful outcome

Pro Tip



Think!

More Information

8 .5 .5 C lose

• Opportunity is Won or Lost and updated in CRM

Definition• Solution and

implementation plan is finalised

• Contract and terms and conditions finalised and signed

• Win/Loss Debrief

In Order to Advance• Clear handover to

operations so that they will be able to implement the solution on time and under budget

Objectives of Stage

Make sure you close your opportunity with the appropriate reason for winning, losing or closing, and that all related quotes are updated.

Pro Tip



Think!

More Information

8 .6 Chance o f W inn ing

CHANCE OF WINNING DEFINITIONVery Likely Meaning the expectation is to win the order (>90%)

More likely Meaning we are positive but still not completely confident that we will win the order (60% to 90%)

Likely Meaning we have an average chance to win the order

Not likely Meaning we are not expecting to win the order (<40%)

Chance of winning is used to describe the likelihood of an opportunity being won. The owner of the opportunity can use a variety of means to determine what they feel the chance of winning is, but ultimately it is down to their educated opinion.

The chance of winning can increase or decrease through the lifecycle of an opportunity, but it is not related to the sales stage. A lead could have a high chance of winning that decreases as the opportunity progresses, or vice versa. Alternatively the chance of winning could remain the same throughout.

The chance of winning an opportunity is used to help forecast the sales pipeline, and is utilised by pipeline reports

For budgetary opportunities the chance of winning is the chance of Element winning the business if/when the customer wins the work. Not the chance of the customer winning the work

Pro Tip

9 . 0 C R M P r o c e s s O v e r v i e wD y n a m i c s C R M P l a y b o o k

9 .0 CRM Process Overv iew - Con ten ts

9.1 Opportunity Management Guide9.2 Opportunity Qualification9.3 Lead Generation9.4 Lead Management9.5 Opportunity Management9.6 Account Management


9 .1 Oppor tun i t y Management Gu ide

L E A D Q U A L I F Y D E V E L O P P R O P O S E N E G O T I A T E

RECORD LEAD

ACKNOWLEDGE RECEIPT

INVESTIGATE, PRE/DISQUALIFY

ASSIGN TO APPROPRIATE LAB

ASSESS LEAD

QUALIFY LEAD

REJECTED LEAD TO INBOUND TEAM

EXPLORE ADDITIONAL NEEDS

IDENTIFY OPPORTUNITY

TYPE

GATHER INFORMATION

IDENTIFY CRITICAL SUCCESS FACTORS

ASSESS CHANCE OF WINNING

APPLY DOA

PREPARE AND SEND QUOTE

FOLLOW UP PUNCTUALLY & RELENTLESSLY

RE-ASSESS CHANCE OF

WINNING

RE-ASSESS CRITICAL SUCCESS

FACTORS

AGREE T&Cs IN LINE WITH DOA

AMEND QUOTE

RE-ASSESS CHANCE OF

WINNING

CLOSE QUOTE & OPPORTUNITY

RECORD REASON

HANDOVER TO OPS

WON / LOST REVIEW

C L O S E

UPDATE CRM THROUGHOUT!

Yes

Yes

9 .2 Oppor tun i t y Qua l i f i ca t i on

Is there a real opportunity?

Is it worth winning?

Can we win it?

Progress opportunity

Yes

No

Decline

Escalate to manager to explore risks and options

Explore further or decline

No

No

Decision 1

Decision 2

Decision 3

More information can be found in the ‘Pipeline Playbook’

Pro Tip

LEAD GENERATION

How are we generating leads?

Have we communicated our website priorities?

Do we have email campaigns we can run?

Are we optimizing our events and tradeshows?

Are we able to provide articles about our services and specializations?

Do we have any new services or accreditations?

1

2

4

3

Search Engine

Optimisation

Email Marketing

5

6

Online Advertising

Social Media

Events and

Tradeshows

WebsiteContent

CUSTOMER

9 .3 Commerc ia l Exce l l ence – Dr i v ing Growth

LEAD MANAGEMENT

How quickly are we responding to incoming leads?

Is there proper accountability for un-actioned leads?

Are we receiving the right leads? Are they sufficient quality?

Are we logging all relevant information into CRM in real time?

Have we provided updates of our lab capabilities and approvals?

What are we doing with leads we cannot service?


1

2

4

3

Identify & Record Lead

Acknowledge

5

6

Evaluate

AssignLead

Qualify

Manage the

Opportunity

CUSTOMER

OPPORTUNITY MANAGEMENT

Where are we in the sales stages?

When is the order expected?

What is our chance of winning?

What are the critical success factors?

What is the reason for not winning?

Should we pursue and/or quote the opportunity?

Have we quoted promptly?

Have we followed up punctually & relentlessly?

How are we going to win on the next occasion?


1

2

3

Qualify

Develop

4

5

ProposeNegotiate

Close

CUSTOMER

1

24

Gather/AnalyzeAccount Information

Company, Relationships, Competitors

Develop Account

Plan

Implement Account Plan

Conduct Periodic Account Reviews

Allocate & manage account team resources

Build & manage customer relationships

Identify & advance new opportunities

Track & manage account performance

3

CUSTOMER

Do we understand which accounts we are responsible for, and our budgets for those accounts?

Do we have the correct account information? Do we have the correct contacts within the account?

Is an account plan appropriate? If so is it in place?

ACCOUNT MANAGEMENT

Are we regularly reviewing our account performance?

Have put countermeasures in place? Have we sought the appropriate support?

How are we measuring our customer experience (NPS)?

Are we successfully managing our account relationships?

How can we identify new opportunities and increase our share of wallet?


1 0 . 0 M a r k e t i n g & L e a d G e n e r a t i o nE l e m e n t C R M P l a y b o o k

10 .0 Marke t i ng & Lead Genera t i on - Con ten ts

10.1 CRM Campaigns10.2 Campaign Codes10.3 Contact Preferences10.4 Insights10.5 Marketing Fields Glossary


10 .1 – Campa igns

A Campaign in CRM is a record where you can associate all the different aspects of a marketing effort –the target list, the activities like emails, tradeshows, events and phone calls, and the responses you receive. It helps us track our marketing efforts and gauge their success. This helps us make smart decisions about our marketing budget and resources.

What is a Campaign?



More Information

The Campaign form will show planned marketingactivities, start and end date, marketing lists andcatalog the responses.

Not all users can create campaigns! If you are planning to create a campaign, please contact the marketing team.

Creating a Campaign

If an opportunity came from a campaign, you will see thecampaign in the Source Details.

Source Details

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Marketing,%20Lead%20Generation

10 .2 – Campa ign Codes

Campaign codes are unique identifiers for a campaign. They allow us to connect marketing and sales actions (emails, phone calls, visits, events) to leads and ultimately to converted value.

Correct use of campaign codes will allow us to track the value created by our marketing and sales initiatives. We can analyze which activities lead to revenue, which gives us the information needed to make better decisions on how to use marketing budgets in the future. Without campaign codes, we cannot provide the Return on Investment (ROI) of key marketing and sales activities, and will miss out on great opportunities for business growth investment.

These codes would be used for any email, customer calling, social media, event registration, and automated nurture series that are part of the campaign.

It is essential the campaign codes follow a strict naming convention, so leads can be tracked accurately and analyzed.

What are Campaign Codes?



More Information

Campaign codes are stored in the Marketing section of DCRM. You must have marketing permissions to create campaign codes, but anyone can attach a code to their activity. Codes are in alphabetical order by key activity, with clear and easy-to-understand names.

Key Activity Type Sector Division Year Campaign DetailsContent MTNA East 2019 AM WhitepaperEvent O&G UK 2019 Aberdeen open house

How to Use Campaign Codes

You attend the “Element FEA Show” trade show and meet a new potential customer. Following several weeks of discussion, the customer requests a quote.

Under “source campaign,” find the campaign code for your event –Tradeshow – Element 2020.”

Next year, we will be able to see that your lead was one of 5 leads won from new customers following the show. We will be able to provide extra resources to staff to attend, as we can prove that it’s a good show for us to make new business.

Example:

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Marketing,%20Lead%20Generation

10 .3 Con tac t P re fe rences

The Contact Preferences section shows us how we can contact someone in our database. We are legally obligated to honor a contact’s request – if they don’t want to be contacted by phone or email for marketing purposes, then we can’t call or email them.

These fields are locked down by the marketing team and are updated when a contact opts in/out of marketing communications.

Preferences

10 .4 Ins igh ts

When of the options in Insights is to add new contacts at targeted companies and to add them as a Lead. This lets us add contacts and make sure they are followed up on, so we know their needs and identify sales opportunities.

Generating Leads in Insights


Work Instructions: [click here] Insights chapter

More Information

Users can also build marketing lists in Insights, which can be used for qualifying potential new contacts. These can supplement other marketing lists and the leads can be developed into opportunities for our sales team.

List Builder

Insights provides information on the industries and markets that our customers serve.

The size of the market (companies and revenue), the SIC and NAICS codes that identify the accounts, names of key companies as well as key contacts at those companies – all of this is available for free within CRM. In addition, it provides information on industry trends and challenges as well as call prep questions to help you ask new prospects the right questions.

Market Information

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Apps%20and%20Add%20Ons

10.5 Market ing F ie ld Glossary

Fields with red asterisks are required fields. Fields that are indicated here with a key are locked fields – access to these is granted by permission groups

Activity Cost: Cost of activities (postage, event costs, etc) for the campaign

Actual Start / Actual End: The actual start / end date for the campaign

Allocated Budget: Budget set for the campaign

Campaign Activities: Activities that we have scheduled for this campaign, such as calls we will make, or emails we will send, to all of the contacts on our marketing lists

Campaign Code: Generated by the CRM system to identify the campaign

Campaign Type: The type of campaign we are conducting. Essentially, the way we are contacting these prospects

Estimated Revenue: The revenue we expect to generate through this campaign

Expected Response %: The rate of response we expect from this campaign

Leads: Leads associated with this campaign

Marketing Lists: Any marketing lists we have created that we have linked to this campaign

Misc Cost: Miscellaneous costs associated with this campaign

Name: The distinct name we have given to the campaign to identify it

Offer: A description of any specials or offers associated with the campaign

Opportunities: Opportunities associated with this campaign

Owner: The owner of the campaign

Proposed Start / Proposed End: Proposed start and end dates for the campaign

Status Details: The status of the campaign

Template: Was this campaign created from a template?

Total Cost: Total cost of the campaign

Total Won Opportunity: A calculated field showing the total amount of won opportunities on this campaign

*

11 . 0 M a n a g i n g L e a d sE l e m e n t C R M P l a y b o o k

11 .0 Manag ing Leads - Con ten ts

11.1 What is a Lead?11.2 Lead Process Wheel11.3 Non-Inbound Team Leads11.4 The Inbound Team11.5 How does the Inbound team Determine the Most Appropriate lab?11.6 Lead Management Process11.7 Lead Management KPIs11.8 Leads – CRM Process11.9 How to Handle Leads You Cannot Service11.10 Process for Sending Requests to the Inbound Team11.11 Suggested Verbiage for Informing the Customer11.12 Inbound Team Contact Details11.13 Capability Matrix11.14 Lead Field Glossary


11 .1 What i s a Lead?



More InformationA lead is a potential opportunity to win revenue, but is at a stage where we do not know enough about the work required to say whether we can service the request. Through finding out more information, we aim to Qualify a lead and turn it into an Opportunity.

The majority of leads in DCRM will be created by the inbound team, through marketing campaigns, or when a salesperson cannot service an opportunity at their own lab. Most leads that go straight to a lab can be qualified at the time by the salesperson and input directly as opportunities.

What is a Lead?

Sales leads are those leads where there is a customer inquiry or a request for a quote. These leads must be acted on within the agreed time limits, as the customer is essentially waiting for a response, and any delays negatively affect our chance of winning.

Sales Leads

Marketing leads are generated by various marketing activities, and there is not yet any opportunity to quote. Marketing leads are not subject to the same follow up criteria, and are usually actioned as part of a planned campaign.

Marketing Leads

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Lead%20Management


11 .2 Lead Process Whee l

1

2

4 3

Identify & Record Lead

Acknowledge

5Qualify

EvaluateAssign Lead

CUSTOMER

Opportunity Wheel

1

2

3

Qualify

Develop

4

5

ProposeNegotiate

Close

CUSTOMER

11 .3 Non- Inbound Team Leads

Disqualify: Customer is no longer interested and/or no Element lab can help. No alert is sent to the inbound team and the lead is closed for good.

Reject: Our particular lab cannot help but perhaps another one can – Rejecting a lead automatically sends it to the inbound team for reassignment.

These could include a phone call from a potential customer, an email from an existing customer, a prospect met at a tradeshow, etc.

When logging a local sales lead: Fill in all required fields (insert screenshot of the fields) Search for an Existing Account or Existing Contact in the system and link the lead to any existing

records (screenshot?) Ensure the Lead Origin field is set to one of the “Local Lab” options versus a Call Center option If the lead is associated with a particular campaign, be sure to populate it in the Source Campaign

field Check Compliance Qualify, Disqualify, or Reject the lead to end the lead process

Be sure you understand the difference between disqualifyand reject.

Pro Tip

Important

11 .4 The Inbound Team

The Inbound team is a central function that manages sales enquiries via phone and web. This team performs an initial information gathering phase with the prospect and distributes the newly-created lead, with all required fields completed, to the most appropriate lab to deal with the request.

The Inbound team are the leading source of knowledge for the overall testing capabilities around the Element group, and should be your first point of call if unsure as to whether a test can be serviced. This knowledge is enhanced through the use and management of the Element Capability Matrix, a detailed document listing all the tests that each lab can perform.

There is a slimmed down and easy to use version of the capability matrix on the Commercial Hub connect site

Pro Tip

Lead Handling Training Manual

Inbound team training sessions

Think big picture, Element has 200+ locations globally, all providing a diverse range of testing and certification services. If you can’t do it, it is likely someone else can!

Think!

More Information

11 .5 How does the Inbound Team de te rm ine the mos t appropr ia te l ab?

Existing Relationship Capability Sector/

Expertise

Accreditation/ApprovalsGeographyLab

Assignment

11 .6 Lead Management P rocess

Inbound Team to reassign all

rejected leads immediately.

Lab to provide quote to customer

within agreed upon time frame

Lab to contact customer and

either qualify or reject

Inbound Team to make lead

assignment based on defined

process

Inbound Team to prequalify & make

contact with all leads

Lead makes initial contact with

Inbound Team

Incoming Lead

Disqualified

Marketing Qualified

Assign to Appropriate

Lab

Qualify Quote

Reject Reassign

11 .7 Lead Management KPIs

Inbound Team

24-48Hours

For follow up on unresponsive leads

For initial lead assignment

60Mins

For initial lead qualification

30Mins

Laboratory Sales

24Hours

For quote delivery(or agreed timeframe)

For lead rejection or qualification

<4Hours

For initial lead contact<2Hours

11 .8 Leads : CRM Process

1 Email Notification sent to Primary and Secondary Contacts


2 Review all provided Lead information and contact prospect within 2 hours to confirm RFQ receipt


3 Review all provided Lead information and contact prospect within 2 hours to confirm RFQ receipt –make sure you update the activities completed in CRM


4 Qualify or reject the Lead within 4 hours. If rejected, including a note indicating why the Lead was rejected


5 Once a lead is qualified, an Account, a Contact, and an Opportunity are created in CRM (or amended to an existing record, if applicable). The lead is closed and the local sales process begins. Continue by navigating through the opportunity stages as you normally would. Be sure to fill in and regularly update “Estimated Revenue” and “Estimated Close Date” fields

11.9 How to Handle Test ing Requests You Cannot Service

Labs often receive calls or emails asking for testing which their location cannot perform.

However, with 200 locations, Element is well placed to serve that share of the market and the Inbound Team provide the perfect route toconnecting customers with the lab best placed to work with them.

Advantages of contacting the Inbound Team:

Rapid Response

Single person taking ownership

Guaranteed action and rapid results.

Knowledge

Inbound Team has a holistic understanding of global capabilities and can ensure proper routing to the right lab first time.

Flexibility

We can either take complete ownership of the request or help you connect with a colleague who will work with you to serve your customer.

11 .10 P rocess fo r Send ing reques ts to the Inbound Team

Inform the Customer Let your customer know that you are unable to assist but another Element facility may be able.

Provide Details to the Inbound Team

Call or email the inbound team with the full details of the customer’s request. Provide any appropriate documents for us to review as well as contact information for the customer.

Let us Know the Best Next Step Would you prefer to manage the request and subcontract to another Element lab? Or would you rather pass the

request off to us? Let us know in your initial email so we can determine best next steps.

11 .11 Sugges ted Verb iage fo r In fo rm ing Cus tomer

Thank you for your request. We are unable to perform this type of testing here at Element [location], however, Element has 200 laboratories worldwide. I’m confident that one of our other facilities will be able to assist you. I’ve forwarded your request to Element’s Sales Inquiry Center. They will review your request, reach out with any questions, and help you get connected with the most appropriate Element facility.

11 .12 Inbound Team Con tac t De ta i l s

Phone Email Hours of Operation

USA +1 888 786 7555 [email protected] Mon-Fri 8 am – 8 pm EST

Europe +44 808 234 1667 [email protected] Mon-Thurs 8 am – 5 pm GMTFriday8 am – 1 pm GMT

Middle East +971 (4) 439 5800 [email protected] Sun –Thurs7:30 am – 5pm



mailto:[email protected]?subject=Web%20enquiry

ONE Combined Global

Capabilities Matrix

MoreRelevant Leads

Faster Inquiry Response

CriticalCross-Selling

Tool

Inter-Lab Opportunities

11 .13 Capab i l i t y Ma t r i x

Why do we actually need a global capabilities matrix? It is definitely a large time commitment to compile a document of this detail, and is a challenge to ensure it is continually updated. However, we clearly see great benefit in this document in a number of ways:

Faster Inquiry Response: The Inbound Teams across the business will spend less time asking capabilities questions to individual labs. They will be armed with the appropriate information to make a decision on the spot. This means that they can be more responsive to inquiries.

More Relevant Leads: This also means that sectors and laboratories will spend less time dealing with inquiries which are not within their scope of capabilities, because the Inbound Teams will already have a better vision about each lab’s capabilities.

Greater Cross-Selling Opportunities: In addition, having a centralized capability matrix for the entire organization is a vital tool for cross-selling.

Inter-Lab Opportunities: Currently, if a customer approaches the business with a suite of testing across a range of materials and industries, it is quite an undertaking to determine which other internal laboratories may be able to assist. Having a capabilities matrix makes this activity immensely more convenient, ensuring a quick response to the customer and a much greater chance of winning the work.

11 . 14 Lead F i e l d G l os s a ry

Fields with red asterisks are required fields. You must complete these fields to save the record and move forward. We save the red stars for fields that are really important – we have to have a contact name, after all! And we need a phone number to stay in contact.Address: The address defaults from the account, however, this can be changed if this particular contact works at a different locationAnnual Revenue: What is the company’s annual revenue?Business Phone*, Extension, Mobile Phone: Having these fields completed will give us multiple options for contacting this customer.Checked Date: Date the compliance check was runChecked User: Name of the user who ran the compliance checkCompany*: The company name

Country Code: Internationally recognized 2 letter codes used to designate each countryCurrency*: The currency that we will use for quoting and billing the customerECO Override: Did this record require an override by the ECO team?Email: Critical for being able to get in touch with the contact.Estimated Revenue: The expected revenue for this potential opportunity. This is not required at this stage, since we may not have the information.Existing Account: Indicates that this lead is associated with an existing account in CRM Existing Contact: Indicates that this lead is associated with an existing contact in CRM Geographic Preference*: Where the majority of the testing will be done

Google Search Address: Can be used to look for complete address information on GoogleIndustry*: What industry does the customer serve?Job Title*: One of the most important fields on the contact form, this tells us who we are dealing with and their area of responsibility. Laboratory*: The Element lab that will be performing the majority of the work.Lead ID : This is the unique number generated by the CRM system to identify the lead

Lead Name*: The name used to identify the lead; it should provide enough of a description so that it is easy to find the lead you are looking for. This will transfer to the opportunity.

***

11 . 14 Lead F i e l d G l os s a ry

Lead Source*: How did the contact get our name and information?Lead Summary: A description of the lead and the testing the customer is looking for.Lead Summary: A description of the lead and the testing the customer is looking for.Locked Field : Fields with a padlock are locked fields. Most users will not have any ability to edit these fields. They may be brought in from other systems, created by the interface, or controlled by permissions.Marketing Information: Fields used by the marketing team for tracking: Source Campaign: Campaign that

generated the lead Last Campaign Date: Last time they

were contacted Service of Interest: Element services

they have expressed interest in

Name*: The contact person’s name. Leads are always registered under the contact’s name.No of Employees: The total number of employees at the companyOrigin*: Explains how the lead came to us – through the Call Center, direct contact at the lab level, or through other means.Owner*: The sales team member responsible for qualifying the lead.Persona*: Does this contact work in a technical or non-technical capacity? This information allows us to target our marketing efforts more successfully.Personal Title*: Titles such as Mr., Ms., and Dr. This field is required, so that we can address contacts appropriately.Purchase Timeframe: How quickly does the customer want to move forward?

Rejected: Changing this field to ‘rejected’ indicates that the lab cannot perform the test and sends the lead back to the Inbound Call Team for reassignment.Reason Rejected: The reason the assigned lab cannot perform the work. This will help the Inbound Call Team reassign the lead appropriately.SIC Code: A code used by the USA Government to classify industries using a 4-digit codeStatus Account: The Compliance Status of the account on the leadStatus Contact: The Compliance Status of the contact on the leadSuffix: This field is used to record a suffix attached to the contact’s name, such as Sr. or Jr.Website*: The company’s website address

1 2 . 0 M a n a g i n g O p p o r t u n i t i e sE l e m e n t C R M P l a y b o o k

12 .0 Manag ing Oppor tun i t ies - Con ten ts

12.1 What is an Opportunity?12.2 Why Manage Opportunities?12.3 Opportunity Process Wheel12.4 Opportunity Stages12.5 Opportunity Types Overview12.6 Sales Projects12.7 Blanket Opportunities12.8 Single Opportunities12.9 Budget Opportunities12.10 Reasons for Lost Opportunities12.11 Closure Definitions12.12 Opportunity Closure Reasons12.13 Access Teams12.14 Critical Success Factors12.15 End market Exposure (OEM)12.16 Sales Pipeline12.17 Pipeline Report12.18 Opportunity Field Glossary


12 .1 What i s an Oppor tun i t y?

An Opportunity is a chance for us to win new business. It could be a new project with an existing customer, or a company we’ve never done business with before. We use the opportunity process in CRM to define the opportunity, to capture the details, and to track our progress.

You can think of the opportunity like an online file folder. We gather the names, dates, requirements, and documents in one place. We put our notes in a single spot to keep our colleagues up to date, and we can open the opportunity at any time to check its status.

Select the right name for your opportunity; it should clearly spell out the type of project. Make sure it is distinct enough to search for and spelled correctly.

Pro Tip

Know the different types of Opportunities – Single, Blanket, and Budget – and understand when to use each type.

Think!

Online Training: DCRM Sales STARters


More Information

Although some companies use these terms interchangeably, each has a specific meaning. A Lead is an inquiry, referral, or other information that identifies a potential opportunity. When we qualify the lead, this ensures that we can perform the work the customer needs; at that point it becomes an Opportunity. Opportunities are clearly defined – we know the type of testing, the specifications, the timeline, the parts, and other pertinent details. The Quote is the proposal we provide to the customer that spells out the costs as well as the terms and conditions. An opportunity can have one quote or multiple quotes; a quote will only have one opportunity.

Lead vs. Opportunity vs. Quote

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Opportunity%20Management


12 .2 Why Manage Oppor tun i t ies?

Dynamics CRM is intended to be a tool for our sales and management teams to use to manage their workload and help make them more effective. Opportunities make this easier to accomplish: we can sort opportunities by the type of testing, the dollar value, the expected close date. We use opportunities to populate the sales pipeline, which helps us forecast our sales and make sure we are on track to meet our targets. The activities assigned to an opportunity help us plan our daily work and, most importantly, make sure that every opportunity is kept up-to-date and nothing falls through the cracks.

Use the CRM for Outlook app to track email, tasks, and meetings in Outlook. You can use your calendar, your task list, and be more efficient!

Pro Tip

Online Training: DCRM Sales STARters


Completing all the optional fields on your opportunity will feed important information into our sales metrics on timing, scope, and success.

Think!

More Information

One of the most valuable facets of the opportunity process is that we can track a customer from their very first contact with Element, right through the final sale. By tracking the lead source and campaign, we can make smart decisions about our marketing budget and know where to focus our efforts. We can create timelines so we know how quickly we respond to customers and how quickly we close the deal. By tracking the Reasons Won and Reasons Lost, we learn more about our sales effectiveness, identify our strengths as well as areas of weakness, and work to improve on them.

How Opportunities start…and how they finish



12 .3 Oppor tun i t y P rocess Whee l

1

2

4 3

QUALIFY

DEVELOP

5

PROPOSENEGOTIATE

CLOSE

12 .4 Oppor tun i t y S tagesSALES PROCESS LEVELS DEFINITION OBJECTIVES OF THE SELLING STAGE ADVANCE TO THE NEXT SELLING STAGE

Develop

Opportunity has been approved by customer and finance is made available (with exception of budgetopportunities). Specification work and solution recommendations continue to be discussed.



Work with the customer to understand their needs and confirm Element capability to meet customer requirements

Confirm that the opportunity is worth expending Element cost and effort to win – see qualification checklist

Identify key decision makers and competition Define the high-level solution and Element’s unique

value proposition

Opportunity has been approved by customer and finance is made available

Clarity on the customer’s needs and requirements in order to define a value-added Element solution and confirmation on customer selection criteria

High-level Element solution has been communicated and is in line with expectations of customer

Propose Sales/Technical Experts are working (more) closely

with the customer. Test requirements are becoming further defined. Final pricing and a Unique Value Proposition is being firmed up. Formal rebid and/or quotation has been issued.

Establish the solution and issue a competitive quote to the customer, follow up with customer to gain feedback.

Final pricing and Unique Value Proposition has been firmed up

Quote has been issued to the customer and followed up on by sales to gain critical customer feedback regarding whether it met the customer's expectation.

Negotiate

Final negotiations are in progress on pricing, terms & conditions

Advanced technical and commercial discussions taking place with the customer/decision maker(s). Refined quotation issued if needed.

Gain formal agreement with the customer on price, solution, scope and terms & conditions

Work with the customer to refine details of original quote (e.g. technical clarification)

Final negotiations are in progress on pricing and terms and conditions

Final proposal is communicated to customer Positive buying signs are being received Final pricing and Unique Value Proposition has been

firmed up

Close Opportunity is Won or Lost and updated in CRM Clear handover to operations so that they will be

able to implement the solution on time and under budget

Solution and implementation plan is finalised Contract and terms and conditions finalised and

signed Win/Loss Debrief

For More detail on sales stages see section 7 – Sales Processes

12 .5 Oppor tun i t y Types Overv iew

Opportunity Type

Description When is it won? Quote required? Example Pipeline Report?

Sales Project (Parent)

Used when an overall opportunity reaches across customer locations or Element labs/divisions. Used to link several opportunities on the same project or with the same customer in order to give a true value of work at stake

n/a - The project remains open until its only remaining single opportunity is marked won or lost. The project is then closed

n/a - quotes may be associated with child opportunities

Multiple single opportunities have been created to capture work for a customer project across Element locations. Use a “Sales Project" to link the individual opportunities together

No

Blanket An opportunity that when won, leads to continued/predictable revenue over a defined period of time

When customer communicates that Element has been awarded the work

Formal quote is not required but may have been issued

Continued revenue from LTAs or signed contracts.

Yes

Single An opportunity where the entire scope of work will be quoted to a single customer location.

Closed as won/lost once all quotes associated have been closed. If any of the quotes were "won", the opportunity should be closed won.

Yes, will have at least one associated quote

Vast majority of project based work. The vast majority of opportunities will be single

Yes

Budget A single opportunity created for budgeting purposes when multiple suppliers are requesting quotes for the same work. Customer does not yet have funding approval

Budget opportunity is never won, it is either closed or changed to a 'single opportunity' where it can be won or lost

A budget opportunity is likely to have one or more quotes attached to it.

An opportunity to quote for work that the customer has not yet won, ie there is no real value at this stage

Yes

12 .6 Sa les P ro jec ts

Sales Project

Single Opportunity

Single Opportunity

Single Opportunity

Quote Quote Quote

A sales project can be used to link opportunities that have a relationship but span across various customer accounts/locations.

The sales project allows us a further degree of management of our related opportunities and shows us roll up values of its substituent opportunities, as well as having its unique properties – which all together gives us a better oversight of the total value of work at stake.

A sales project is not won or lost in its own right, it doesn’t appear in a pipeline report, nor is it quoted against. It is better considered to be a way of collectively managing related opportunities

Check if there is already an existing Sales Project that my opportunity belongs to before creating a new Sales Project.

Pro Tip



More Information


12 .7 B lanke t Oppor tun i t ies

A blanket opportunity is an opportunity that when won, results in a period of revenue over a defined period of time, usually to a an agreed revenue figure.

Examples of blanket opportunities could be:

LTAs Price agreements Signed contracts

The opportunity is the period for which there is sales work in the build-up to completion. When the agreement is reached the blanket opportunity can be closed as won and the sales work is complete.

You should indicate the end date of the opportunity which is the period when the agreement expires and over which we can expect to receive the resultant revenue.

Blanket opportunities are available in the pipeline report but can be filtered out of the regular sales funnel as they can distort forecasting.

Use blanket opportunities for routine work that will come in regularly over an extended period of time.

Pro Tip



Make sure a blanket opportunity is correctly labelled so it doesn’t skew your pipeline report!

Think!

More Information



12 .8 S ing le Oppor tun i t i es

Single opportunities form the majority of our Element sales opportunities. A single opportunity is one in which the entire scope of work will be quoted to a single customer location.

A single opportunity would usually be closed when the quote is won or lost. If any quote (regardless of value) on an opportunity is won, the opportunity itself should be considered won, but with the actual value of the opportunity updated to reflect the won revenue.

A single opportunity should result in a single quote, although there may be occasions where there are multiple quotes required. Care should be taken to ensure that the quotes and values are correctly updated and the opportunity reflects the true won value.

Opportunities that are closed or lost are considered by their estimated value, as the opportunity will have no actual value.



More Information



12 .9 Budge t Oppor tun i t ies

A budget opportunity is a single opportunity created for budgeting purposes, when multiple suppliers are requesting quotes for the same work, and the customer does not yet have funding approval. There is no inherent value to a budget opportunity as there is not yet any revenue to be won.

The budget opportunity is important as otherwise we can give a false impression of potential revenue in our pipeline by showing multiple opportunities for one revenue source. The sum of those opportunities would far exceed that actual work available. For this reason the budget opportunity is filtered out of the pipeline report.

A budget opportunity would not be won – it would either be updated to a ‘single opportunity’ or closed, usually with the status of ‘customer lost project’



Make sure a blanket opportunity is correctly labelled so it doesn’t skew your pipeline report!

Budgetary quotes can exist within a single opportunity

Think!

More Information

Budget Opportunity Customer A

Budget Opportunity Customer B

Budget Opportunity Customer C

$500k $500k $500k

Project Value $500k



12 .10 Reasons fo r Los t Oppor tun i t i es

While our main focus is always on winning opportunities, it is also vital to understand why we lose opportunities. By utilizing a standard set of reasons for why we lose opportunities we can monitor trends across divisions, sectors and the whole group in order to take corrective actions and be more successful in the future. This improvement in the way we manage our opportunities allows us to:

Focus on what our customer’s critical success factors are when we work on opportunities Ensure we are not wasting time/resource on quoting needlessly Make CAPEX improvements in the right areas Seek accreditations that will result in growth Review our pricing policies Understand where there are opportunities for outsourcing agreements Obtain accurate win rate calculations



The default setting is ‘Lost –Default’. Your Sales Director will be monitoring to make sure this option isn’t the answer selected and we are recording the reasons accurately.

Think!

More Information



The Reasons We Care Abou t the Reasons

Adjustments

Knowing the reasons we are losing opportunities will inform our decisions about adding staff, certifications, and capabilities.

Effectiveness

Knowing the reasons why we are losing opportunities will help us be better prepared to meet and overcome those objections.

Market Intelligence

Knowing the reasons we are losing opportunities will help us target those customers and competitors where we can be most effective.

12 .10 Reasons fo r Los t Oppor tun i t i es

12 .11 C losure De f i n i t i ons

Name Definition

Closed opportunities These opportunities were never won or lost, but are closed – Ultimately there was no revenue to be won.

Lost opportunities These are opportunities lost to the competition – There was revenue to be won but we were unable to secure the order.

Won opportunities These are opportunities that turned into orders – There was revenue to be won that we were able to secure an order for ahead of the competition.

Closing the opportunity does not mean the quote is closed – Make sure any associated quotes are updated and

closed appropriately!

12 .12 Oppor tun i t y C losu re Reasons

Reason When to use Example / Comments

Won

Closed – Customer Lost Project

Customer was quoting business with Element as a sub-contractor of the testing work as part of a bid - they lost their bid

Closed - Cancelled by Customer

Customer did not pull the work inside, did not source it to a competitor, or did not have the work done at this time by anyone

Wanted to perform a certain test but they do not want to spend the money right now

Do not use for lost quotes

Closed – Customer Performed Internally

Customer pulled the testing in-house (Did NOT go to a competitor)

Closed - Duplicate Opportunity Removal

Used for project opportunity records that have been identified as duplicates

By error there are more than one opportunity record to the same account on the same request

Note: If we quote to two accounts on the same opportunity, they are NOT duplicates!

Closed - No Bidding Capacity Not enough quotation team capacity to address the volume of RFQs pending at a certain time.

We get 4 major projects to quote and just cannot quote all of them, even after requested extensions to customer.

Note: If you have quoted already, then this reason is not to be used (refer to the “Lost” reasons)

Closed – Superseded Used for cancelling an initial quote when re-quoting Customers received multiple optional quotes and only one will be awarded

Closed - Won with other Quote

We have quoted the same opportunity to more than one account and we won the order. Close the other identified duplicate opportunities.

Quoting to several third parties on the same request, and getting the order from one of them (the other quotes were not lost, as the opportunity was won just with another quote).

12 .12 Oppor tun i t y C losed – Tak ing Ac t i on

Reason Possible Actions & Considerations

Closed – Customer Lost Project Was the Customer ever likely to win the project? Refer to qualification checklist

Closed - Cancelled by Customer Refer to qualification checklist

Closed – Customer Performed Internally Is there an opportunity to enter into an outsourcing agreement? Refer to qualification checklist

Closed - Duplicate Opportunity Removal This is a duplicate of another opportunity; sale will be managed on the other opportunity.

Closed - No Bidding Capacity Refer to qualification checklist

Closed – Superseded Customer has added to/changed the opportunity enough that it makes more sense to use a new/different opportunity

Closed - Won with other Quote The quote was superseded by a revision or new quote for the same work

12 .12 Oppor tun i t y Los t ReasonsReason When to use Example / Comments

Lost – Default Never! This is a default reason and shows that we did not correctly complete this field.

Lost – Out of Scope We could only offer partially the requested service. Customers prefers a lab that can offer all-in-one package

Lost – Customer Preference Customer had a preference for a competitor over our service. Customer has preferences for competitive services due to previous experience or relationship

Lost – End Customer Preference End Customer had a preference for a competitor over our service

End Customer has preferences for competitive services due to previous experience or relationship

Lost – Delivery (Lab Turnaround Time) Customer wanted the service in a time period that we could not accommodate and delivery time was the driving factor.

Customer wants service in 1 weeks, and we can only supply on 3 weeks.

Lost – Geography Competing labs with better geographical proximity Typically where test is witnessed

Lost – Lab Capacity Lab is not able to meet requested demand

Lost – Lack of Necessary Approvals Lab is not able to perform work as the necessary approvals are not in place or valid

Lost – Price Customer wanted the service at a lower price than we could accommodate and price was the driving factor

Please provide details (competitor, % difference (or price lost $), etc.). Use the “Additional Comments” field

Lost - Quote was too late Customer did not receive our quote in the time period required

Customer wanted our proposal immediately, and we took a week to quote.

Sometimes customers place orders on the first quote they receive. If we were not the first quote, we were too late.

Lost - T and C Acceptable Terms & Conditions with Customer were not reached

Uncapped damages clauses, longer than acceptable payment terms, longer than acceptable warrantee periods etc.

Lost - Technical issues Customer has some technical demands that cannot be resolved. Specific certification required that we do not have

Lost – No Response Customer is unresponsive to follow-up attempts

12 .12 Oppor tun i t y Los t – Tak ing Ac t i on

Reason Possible Actions & Considerations

Lost – Out of Scope Refer to qualification checklist

Lost – Customer Preference What were the factors that led the customer to this decision? Did we correctly analyse the critical success factors and understand their key decision criteria?

Lost – End Customer Preference

What were the factors that led the customer to this decision? Did we correctly analyse the critical success factors and understand their key decision criteria? Are there any long standing reputational issues with the end customer that could be resolved

Lost – Delivery (Lab Turnaround Time)

Is there reason enough to seek CAPEX to increase capacity? Could another Element location have performed these services in a more feasible timeframe?

Lost – Geography Is customer aware of our extended geographical coverage? Did we explore other areas of value proposition?

Lost – Lab Capacity Is there reason enough to seek CAPEX to increase capacity? Could another Element location have performed these services in a more feasible timeframe?

Lost – Lack of Necessary Approvals

Should we be seeking to gain additional approvals if there is significant demand?

Lost – Price Did we offer other areas of value proposition? Were we ever going to win the opportunity? Refer to qualification checklist

Lost - Quote was too late What were the reasons for the quote being late? What actions can we take to ensure this is not repeated?

Lost - T and C Did we offer other areas of value proposition? Were we ever going to win the opportunity? Refer to qualification checklist

Lost - Technical issues Are we repeatedly losing business for this reason? Liaise with operations to understand the root cause

Lost – No Response Did we follow up with the customer punctually and relentlessly?

12 .13 Access Teams

Access Teams allow multiple users to access a record – like an opportunity. Maybe there are multiple salespeople who will be updating the record, or a manager will need to have access to make changes. Setting up User Access Teams on the fly is a quick and easy way to work as a team!

What is an Access Team?

Remember: anyone can view the opportunity. You only need an access team is multiple sales team members will need to make changes to the record.

Pro Tip



More InformationCreating Your Team

Click on the plus sign and select the users who will need to have access to the record.

The users you add will have the same permissions they have on other records.


12 .14 Cr i t i ca l Success Fac to rs

The Critical Success factors are those that are instrumental to the chance of winning an order from the perspective of the customer.

Ensuring we consider and meet these factors will give us the edge over competitors.

What are the critical points that the customer wants to see in order for Element to win the work?

Are they predominantly concerned about geographic location, accreditation, or the speed at which we can deliver result?

What critical action do you need to take? What help do you need to advance and increase the chance of winning? Is there anything we can do to persuade the customer that their requirements will be met?

Expect your manager to review the open opportunities in your sales pipeline and check firstly that you have identified what the customer wants, and secondly what actions are being taken about it.

Critical Success Factors are visible in the pipeline report reviewed weekly by the sales leadership.

Remember to consider critical success factors from the perspective of the customer!

Pro Tip

If we know from the outset that we cannot meet the customers expectations identified in the critical success factors, is it worth continuing pursuit of the opportunity? Or could time be better spent elsewhere?

Think!

12 .15 End Marke t Exposure (OEM)

Information regarding the end use of a product or material will be required for opportunities where the industry is Aerospace, Defense, or Primary Metal. Once one of these industries is selected, the “End Market Exposure” fields become unlocked and requiredThe objective is to understand Element’s exposure to Aerospace end markets by linking customer projects to aviation components (Engine, Aerostructures, Engine System and Airframe system) and to OEM platformsBy utilizing Dynamics CRM, we will capture the OEM, platform, and part type for accounts and opportunities related to the aerospace, primary metals, and defense & space industries. With this information, we can leverage end market intelligence to support strategy development, sales forecasting, and sales activities.

OEM: Original Equipment Manufacturer Identify the OEM by checking the

approvals needed to perform the testing

The platform may be listed in the SOW. If there are multiple platforms listed, just pick one to list on the opportunity

If the opportunity is for testing material instead of a finished product, you can select Material –Engine or Material – Airframe. Engines are typically made of Nickel or Titanium alloys. Airframes are typically made of Aluminum or Steel

What’s the OEM?

This is a chance to engage with your customer! Discussions about the end markets they serve will open up ways for us to be better partners, work more closely with our customers and win more of their business.

Think!

12 .16 Sa les P ipe l i ne

Sales Pipeline Playbook (available on the Connect Commercial Hub)

More InformationPipeline Management is a globally consistent five-stage process for Element sales managers to prepare for, lead, and follow-up on opportunity pipeline discussions and pipeline management in order to drive improved sales performance.

A sales pipeline includes all opportunities at all stages of the sales cycle which have been entered into CRM.

Managing the pipeline refers to delivering predictable results and maintaining a balanced pipeline (Sales Stage + Due Date + Chance of Winning + Critical Success Factor) through regular review of opportunities, applying corrective actions where necessary.

Pipeline Management 1

2

4 3

Ensure CRM Data Integrity

Assess Opportunity

Pipeline Reports

5

Prepare for Pipeline Review

Meetings

Conduct Pipeline Review

Meetings

Follow-up on Action

Plans

12 .17 P ipe l i ne Repor t

Date of Report: 09/04/2018Data was captured: 09/04/2018

Estimated Revenue over (USD) 0Opportunities Value (USD) 9,029,624 Opportunities Value (USD) 9,029,624Quantity of Opportunities 672 Quantity of Opportunities 672

Timing Potential Revenue No. of OpportunitiesPercentage (By Value)

00. Past Due 2,965,426 181 32.8%01. This Month 2,639,815 198 29.2%02. Next Month 1,771,649 107 19.6%03. This Quarter 962,117 47 10.7%04. Next Quarter 677,742 20 7.5%05. 2018 6,702 3 0.1%09. Blank Data 6,173 116 0.1%Grand Total 9,029,624 672

Sales Stage Potential Revenue No. of OpportunitiesPercentage (By Value)

01. Negotiate 1,841,926 114 20.4%02. Propose 2,952,557 283 32.7%03. Develop 4,201,261 149 46.5%04. Qualify 2,173 110 0.0%09. Blank Data 31,706 16 0.4%Grand Total 9,029,624 672

Chance of Winning Potential Revenue No. of OpportunitiesPercentage (By Value) Chance of WinninPotential Revenue No. of Opportunities

01. Very Likely 1,762,342 83 19.5% 01. Very Likely 1762342.41 8302. More Likely 999,605 110 11.1% 02. More Likely 999605.2 11003. Likely 4,006,501 235 44.4% 03. Likely 4006500.6 23504. Not Likely 2,259,002 134 25.0% 04. Not Likely 2259002.17 134Blank Data 2,173 110 0.0% Blank Data 2173.3 110Grand Total 9,029,624 672

Top 5 Accounts (By Estimated Revenue) Potential Revenue No. of OpportunitiesPercentage (By Value)

Oerlikon Metco 1,241,272 4 13.7%Arconic Forge Fontana 750,000 1 8.3%Mattco Forge, Inc. 502,000 3 5.6%General Atomics Aeronautical Systems, Inc. 500,000 2 5.5%Northrop Grumman Aerospace Systems 463,381 6 5.1%Grand Total 3,456,653 16 38.3%

*Blank Data is based on any opportunity/lead that does not have a value set for chance of winning, this will most likely come from outstanding leads.

*Please use the above button to navigate to opportunity list to ensure data is refreshed correctly.

Complete Funnel

*09. Blank Data is based on any opportunity/lead that does not have an Expected Close Date (DCRM) or Expected Start Date (Sage)

*04. Qualify is the stage assigned to outstanding leads that have not yet been qualified.

View Opportunity Details*

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There are two tabs in the Element Opportunity Pipeline Report: Opportunity Pipeline Report Tab

o This tab is designed to give an overview of all opportunities within your managed area.

Opportunities tab o This tab is designed so opportunities of greater interest can

be reviewed with individuals to gain insight to their progression, and to offer extra assistance to help move them forward and improve our chance of winning.

What is it?

To ensure that the sales team: Are focused on the right opportunities. Data is accurate and up to date. Have effective action plans to advance opportunities and win

the business. Have sufficient opportunities to ensure they will achieve budget. Use identified critical success factors to coordinate additional

resources required to advance the opportunity

Why use it?Pipeline Report Example

12 . 18 O ppo r t un i t y I n f o rma t i on F i e l d G l os s a ry

Chance of Winning*A measure of our likelihood of winning the work.

Source*This records how the customer found Element.

Opportunity Type*A description of the kind of work this will be – a single, project, ongoing testing, or a bid the customer is preparing.

Estimated Close Date*The date that we expect to have a yes or no answer from the customer.

********Fields with red asterisks are required fields. You must complete these fields to save the record and move forward. We save the red stars for fields that are really important – we have to have a contact name, after all! And we need a phone number to stay in contact.

Laboratory*The Element lab that will be performing the majority of the work.

Purchase ProcessHow will the purchase decision be made – by a single person or a committee? This will influence how we move forward.

Estimated Start DateThe date we expect testing to begin.

Industry*What industry does the customer serve?

Opportunity Name*The name used to identify the opportunity; it should provide enough of a description so that it is easy to find the opportunity you are looking for.

Account*The company name

ProbabilityThis is a percentage based on the Chance of Winning

Estimated Revenue *The total revenue expected from this block of work.

Contact*The name of the primary contact for this opportunity

Opportunity IDThis refers to the opportunity that is created in AX when we launch a quote from CRM to AX. This is the link between the systems.

Currency*The currency that we use for quoting and billing this customer.

Fields with a padlock are locked fields. Most users will not have any ability to edit these fields. They may be brought in from other systems, created by the interface, or controlled by permissions.

12 . 18 O ppo r t un i t y I n f o rma t i on F i e l d G l os s a ry

Geographic PreferenceIndicates where the majority of the testing will be done.

Security LevelThis refers to ITAR Restricted projects, which require restricted access

Opportunity SummaryA brief description of the opportunity and the testing required.

Flexible LocationIndicates whether the testing can be done at more than one location, or needs to be restricted to a single site

Witness Testing RequiredDoes the client need to observe the testing as it occurs

Originating LeadProvides a reference to the lead that generated the opportunity, if applicable.

Expected Order Date:When we expect to receive the first order from the client. This may be different from when testing will begin.

Source CampaignIf the opportunity was generated by a marketing campaign, that will be indicated here

Project OEMThis allows us to create an OEM that we can use to group together opportunities that are part of the same customer project.

Confirmed Expected Test Start DateFinal confirmation, as the opportunity is ready to close, of the date we expect testing to being.

Platform*The name of the specific aircraft or engine model that the material we’re testing will go into.

Created By/Created OnDate and user who created the opportunity

Critical Success FactorWhat does the customer see as the most important factor in awarding Element this work?

Sales TypeThe sales types correspond to the departments or major test types in our labs.

AX Opportunity IDIf the opportunity is linked to an opportunity or quote in AX, this ID provides a link between the two, and can be searched in AX

OEM Account*OEM stands for Original Equipment Manufacturer. It’s the company who makes the final product that will contain the material or components we’re testing.

Part*The type of part in the aircraft or engine model that the material we’re testing will go into.

Report RecipientThis is the person at the client who will eventually receive the final reports.

Technical ContactThis is the person at the client who can answer technical questions regarding the project.

1 3 . 0 M a n a g i n g Q u o t e sE l e m e n t C R M P l a y b o o k

13 .0 Manag ing Quo tes - Con ten ts

13.1 Managing Quotes13.2 Quote Process Flow: Quoting From AX13.3 Quote Process Flow: Quoting Manually Using Templates13.4 Quote Process Flow: PQT Quoting13.5 Quote Closure13.6 Quoting & CRM: Top Tips


13 .1 Manag ing Quo tes

The Quote is the proposal we provide to the customer that spells out the costs as well as the terms and conditions. An opportunity can have one quote or multiple quotes

Utilise system interface automation when possible in order to reduce duplication of workload – a good example of this is the ‘send to CRM’ button in AX

Pro Tip


Work Instructions: [click here] Quote Playbook

More InformationQuotes are managed in a variety of ways across the Element group, often dependent on what operations system or ERP system the lab uses, and often different as a result of a previous acquisition.

There are three common options for quoting at present: AX Quotes Manual Quotes (locally held quote templates) PQT Quotes (linked to local operations systems)

Quotes are not created or managed directly in DCRM, but it is crucial that DCRM has up to date quote information to enable accurate reporting, it is important that users understand which process they use and how this impacts the way they interact with DCRM.

What is a Quote?

How do we Manage Quotes?

http://connect.element.com/teams/systems/Dynamics%20CRM/Training%20Document%20Library/DCRM%20Work%20Instructions/Quoting

These quote records are created

automatically when the quote process is started from CRM,

and linked by a common ‘Quote ID’

13 .2 Quo te P rocess F low Quo t ing F rom AX

Manage Opportunity

in CRM6

Populate Quote in AX

Update CRM Quote

Manage Quote in AX

Close Quote in AX

Close Opportunity

in DCRM

Close CRM Quote

This process can be managed using the CRM/AX interface by clicking the ‘send to CRM’ button whenever a change is

made to the quote or quote status. This will save the need to go back and

manually update CRM

Start Quote Process in

CRM

Quote record is created in CRM

Quote record is created in AX

It is important to note that if a quote is generated through AX and not CRM, there will not be a linked record created in CRM and the ‘send to CRM’ button could not be utilised. This quote would therefore be invisible to CRM

13 .3 Quo te P rocess F lowQuot ing Manua l l y Us ing Temp la tes

Manage Opportunity

in CRM

Populate Manual Quote

Update CRM Quote

Manage Quote

Close Opportunity

in DCRM

Close CRM Quote

The sent quote should be attached to the quote record in DCRM for future reference, as the DCRM fields only

capture header information


CRM


Manual Quote

Template

Create Manual Quote

These quote records are created

automatically when the quote process is started from CRM,

and linked by a common ‘Quote ID’

13 .4 Quo te P rocess F low -PQT Quo t ing

Manage Opportunity

in CRM

Populate Quote in

local system

Update CRM Quote

Manage Quote in

local system

Close Quote in

local system

Close Opportunity

in DCRM

Close CRM Quote


CRM


Quote record is created in local

System

EMA SageCRM

JMSNWEMC

13 .5 Quo te C losure

Make closing the quote part of your routine for closing Opportunities, every time.

Pro Tip



Before marking an Opportunity as Won or Lost, check the Quote section of the Opportunity for any open quotes.

Think!

More Information

Deactivation

In Dynamics CRM, we deactivate quotes to remove them from the Active Quotes list. We use the same process whether we Win, Lose, or Cancel the quote. Open the Quote form and click on Deactivate.

In the Confirm Deactivation dialogue, select the Status of the quote: Confirmed, Lost, Cancelled, or Won. Then click on Deactivate.

In Dynamics CRM, Quotes and Opportunities are separate entities. An opportunity can have multiple quotes, so closing an opportunity does not automatically close the associated quote. It is important to close all of the quotes associated with an opportunity to keep your pipeline and forecasts current.

Importance of Closing Quotes


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13 .6 Quo t ing & CRM: Top Tips

Make sure the account and contact match your quoting system

Update, update, update! Make sure you’ve sent the most up-to-date info to CRM

Remember that quote activities only appear on the quote

Make sure you move your opportunity to the Propose Stage

Before you close the opportunity, make sure all the quotes are closed won or lost

1 4 . 0 A c t i v i t i e sE l e m e n t C R M P l a y b o o k

14 .0 Ac t i v i t i es - Con ten ts

14.1 The Importance of Activities 14.2 Activity Types14.3 Tracking Phone Calls14.4 Tracking Appointments 14.5 Tracking Emails14.6 Using Tasks14.7 Using Countermeasures14.8 Managing Activities in CRM14.9 Managing Activities in Outlook


14 .1 The Impor tance o f Ac t i v i t i es

When we talk about Activities, we are talking about the process we use for tracking our interactions with our customers. Phone calls, meetings, lab tours, emails, tasks – these are all ways that we interact with prospects and work to retain customers. Tracking activities help us build a history of our interactions with that customer.

Activities You never know who might

be reading your notes, so make them as clear and professional as possible.

Pro Tip



More Information

Phone Calls AppointmentsTasks CounterMeasuresEmail

The most important function of tracking activities is Communication. We are a global company and we can’t all be in the same office. Activities are the only way your colleagues – wherever they are located – can see what is happening on an opportunity, when we last spoke with a customer, and what is scheduled to happen next. Good activity tracking lets Element colleagues around the world work as a team.

Why Track Activities?



1 4 . 2 A c t i v i t y Typ e s

You can use Tasks, which are not counted in our KPIs, to schedule future calls and activities and then sync them to Outlook, where you can set reminders to make sure things are completed and better manage your workload.

Pro Tip



Think about where to register your activities: general activities on the account, activities that are specific to a lead or opportunity on that record.

Think!

More Information

We use phone calls to capture telephone contact with customers. The can include incoming and outgoing calls, voicemail messages, and calls scheduled for future dates. Many sales team members have targets set for phone calls completed per month.

Phone Calls

Tasks are not tied to KPIs. However, because tasks can be synced with Outlook through the CRM for Outlook app, so they can be used to more easily manage and prioritize your workload.

Tasks

Any face-to-face meeting with a customer or prospect should be registered as an appointment. Most sales team members have KPIs associated with appointments, so it is important that they are all registered correctly. These can also be synced to Outlook through CRM for Outlook.

Appointments

Emails are probably the most common way we communicate with our customers, so it is important to track not only the number of emails but the content. These are also synced with Outlook.

Email

Countermeasures are a special sort of activity that we use to record the steps we are taking to improve our relationships with customers and proactively manage our accounts.

Countermeasures



14 .3 Track ing Phone Ca l l s

What will you need to know about this call in the future? Make sure you record that in your notes

Pro Tip



You can record the call on the record it relates to: the Lead, the Opportunity, or on the Account for more general calls.

Think!

More Information

In the Activities Pane

Use Add Phone Call to record a call that has already happened. It will be automatically marked as Complete.

Add your notes, the date of the call, the contact person and whether the call was Incoming or Outgoing. You can also check the box to indicate that you left a voicemail.



14 .3 Track ing Phone Ca l l s

Make sure that the notes you put on this call will give you all the information when you are ready to contact your customer.

Pro Tip



You can see all of your future activities in the My Activitiesview.

Think!

More Information

Scheduling Future Calls

Use Add Phone Call to record a call that has already happened. It will be automatically marked as Complete.

Click on the Plus sign and select Phone Call to record a schedule a phone call in advance.

Fill in the details of your future activity and set a due date.

After the phone call, make sure that you mark it complete!



14 .4 Schedu l ing Appo in tmen ts

If you If you use the CRM for Outlook add-in, you can sync your CRM appointments to your Outlook calendar.

Pro Tip



You can manage your appointments and other activities in the Activities area, on the My Activities View.

Think!

More Information


Click on the Ellipsis (…) and select Appointment

Add the information: the attendees, the subject of the meeting, the location of the meeting, the subject, the appointment type, start and end time, and the description.

After the appointment, make sure that you mark it complete!



14 .5 Send ing Ema i l s

If you use the CRM for Outlook add-in, you can send emails from Outlook and track them to automatically appear in CRM.

Pro Tip



More Information


Click on the Ellipsis (…) and select Email.

Complete the information on the email form, and click Send to send the email.

After the email has been sent, make sure that you mark it complete!



14 .6 Us ing Tasks

Remember! Tasks are not counted with your KPIs. Using a Task as a reminder for a call does not double the number of activities.

However, if you are using Tasks to record calls and appointments, you are not getting full credit for your hard work. Make sure you understand how the various activity types work.

Pro Tip



More Information

Tasks are not counted with Calls, Emails and Appointments when we track your activity KPIs. They are intended for internal activities and reminders.

Since they are not counted as KPIs, they can be used to sync calls with your Outlook calendar (if you are using the CRM for Outlook app); once in Outlook, you can set a pop-up reminder to ensure that a call is made at a specific time.

You can also use a Task instead of the Schedule Future Phone Call function. Create the Task for the correct date and time, and when the call is complete use the Add Phone Call function to record it.

Tasks and KPIs

In the Activities Pane, click on Add Task.

Scheduling a Task

Complete the required fields, add a Due Date, then click OK to create the task.

After the appointment, make sure that you mark it complete!


14 .7 Us ing Coun te rmeasures

Countermeasures help you stay one step ahead!

Recognize where there might be problems and let management know that you are taking the necessary steps.

Pro Tip

Any time you have an account that is not meeting revenue goals, you should have a countermeasure in place.

The countermeasure will be specific to the account – we need to determine what issues are and what we need to do to drive growth of the account.

Getting Proactive


Work Instructions: [click here] FAQs: [click here] Accounts section of the

Playbook

More Information

In the Activities Pane, click on the ellipsis and then select Countermeasure.

Entering a Countermeasure

Complete the required fields, add a Due Date, then click Save to add the Countermeasure.

Countermeasures will appear on the Salesperson Report, along with the recorded Root Cause of the Variance.

Reporting

Make sure you mark your countermeasures complete!

Completion



14 .8 Manag ing Ac t i v i t i es i n CRM

Activity Management is the process of managing and tracking your activities. This includes recording calls and emails, scheduling appointments, and marking activities completed as you work through them. Activity Management provides a history on the account and opportunity that gives us the information we need to move forward.

Earlier sections have dealt with how to register and schedule various types of activities. In this section, we will deal with how to view your activities and keep them up to date.

Activity ManagementIf you wonder why you aren’t getting credit for your activities, make sure that you have marked them Complete!

Completing Activities

Many Dashboards contain links to activities. You can also use and create Views to track your activities and the activities of other team members.

Dashboards

When you look at your Activities views, the break down is by the type of activity. You can look at all your activities, or just your phone calls or tasks.

Views

There are system views for tracking activities. You can also create personal views to slice and dice your activity info any way you want it.

Views

1 4 . 9 M a n a g i n g A c t i v i t i e s i n O u t l o o k

CRM for Outlook is one of the most useful parts of the CRM picture. There will be more on the add-in in the section on CRM Applications (Section 16), but this will review the basic ways you can use Outlook to manage your workload.

CRM for Outlook

In Outlook, the CRM pane allows a user to track specific emails to CRM. Once they are tracked, you can convert the email to a lead or opportunity.

Tracking & Converting

When you create Tasks in CRM, those tasks can be synced to Outlook, set up reminders, and can be completed there.

Tasks

When you create appointments in CRM, they can be synced to Outlook.

You can add attendees, send the invitation to your client, and set up reminders.

Appointments

1 5 . 0 C u r r e n c y a n d E x c h a n g e R a t e sE l e m e n t C R M P l a y b o o k

15 .0 Cur rency & Exchange Ra tes - Con ten ts

15.1 Currency and Exchange Rates15.2 Setting your Currency15.3 Currency on Records


15 .1 Cur rency & Exchange Ra tes

For reporting purposes, all currencies are converted to US Dollars. You do not need to do this conversion on your own. There is no need to enter Estimated Revenue or other figures in US Dollars.

The best practice is always to use the currency that the customer has requested. Exchange rates are set by the finance team and they are updated annually.

On the User

On the Account

On the Lead

On the Opportunity

Each user has a default currency

The currency is set on the User Options

When you create a new Account, Lead, or Opportunity, it will default to your default currency

The currency that we will use for this account for quotes and invoices

This is a mandatory field on the account

The currency we will use for this particular inquiry

This can be different from the currency on the account

This is a mandatory field on the lead

The currency we will use for this particular inquiry

This can be difference from the currency on the account

This is a mandatory field on the opportunity

15 .2 Se t t i ng Your Cur rency

Setting the currency in your personal options means the currency will be populated on your records, saving you extra steps!

Pro Tip



Know the different types of Opportunities – Single, Blanket, and Budget – and understand when to use each type.

Think!

More Information

1. Click on the gear icon to access the Settings menu

2. Click on Options to set your personal options

3. Select your currency from the drop down menu

Step by Step

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15 .3 Cur rency on Records

Use the drop-down menu to select the currency that is specific to this account, lead or opportunity. The currency on the lead or opportunity can be different from the currency on the account (for example, if the work is being done

at a different lab or for a customer’s remote office.

1 6 . 0 C R M A p p l i c a t i o n sE l e m e n t C R M P l a y b o o k

16 .0 App l i ca t ions - Con ten ts

16.1 CRM for Outlook16.2 CRM Mobile App16.3 Insights 16.4 Connect and Sell16.5 Sales Navigator


16 .1 – CRM fo r Ou t look : Track ing

Outlook is probably our most commonly used application – we manage our emails, calendar, and tasks and for most of us, it is open all the time.

If we can integrate Outlook with CRM, then we make both more valuable!

Outlook

By tracking emails, there is no need to copy them into DCRM – it happens automatically!

Pro Tip



More Information

The first step is to Track the email. That tells the system to look in CRM and see if they can find matching accounts, contacts, email addresses, etc.

Tracking Emails

Click on Track to start the process. The tracking pane at the bottom of the screen will show the connections.


16 .1 – CRM fo r Ou t look : L inks to CRM

Once the email is tracked, you’ll have several options. You can use Set Regarding to link the email to an account, lead, or opportunity.

Set Regarding

You can turn any email from a customer or prospect into a Lead or Opportunity!

Pro Tip



More Information You can convert a tracked email to a Lead

or Opportunity. This creates the records you’ll use in CRM.

Click on Convert To and select Lead or Opportunity. Fill in the required information and you’re ready to go!

Convert to Complete the Information


16 .1 – CRM fo r Ou t look : Ac t i v i t i es

When you create a meeting in CRM, you can sync the meeting to your Outlook calendar. (It will even check your calendar and let you know if you have something else at that time!) Once the meeting is in Outlook, you can invite others and get reminders.

Meetings

When you sync the meeting in Outlook, you can add colleagues to the meeting and add a reminder.

Pro Tip



More InformationWhen you create a Task in CRM, it does not count toward your activity targets, but it does get synced with Outlook, if you are using CRM for Outlook. That means that they show up on your Outlook task list, you can use categories, and you can set pop-up reminders.

Tasks


16 .2 CRM Mob i l e App

Update your notes immediately after a meeting with a customer, while everything is fresh in your mind.

Pro Tip



You can use the Mobile App any time – think about being able to update CRM from anywhere in your lab, from your car, or a client’s office!

Think!

More Information

Mobility

The Mobile App makes it easy to access CRM when you are away from your desk. It turns your smartphone into a tool that helps you stay in touch with customers, log activities, prospect, and update your records, no matter where you are. The Mobile App can be used to increase the speed at which information passes between field sales and inside sales – as soon as you update information in the app, others can access it in real time.

To get the Mobile App, you’ll need to raise a ticket on the Service Desk. To keep our data secure, we only allow the use of the Mobile App on Element cell phones. So even if you download the Mobile App, you won’t be able to use it without help from the Service Desk.

If you are familiar with the desktop version, you will find it easy to adapt to the mobile app, but you can contact the CRM trainers if additional help is required


16 .3 – Ins igh ts

You’ll find the Insights pane on your Dynamics CRM accounts, contacts, leads, and opportunities forms, where it pulls in the company, contact, and social data from thousands of constantly-updated sources.

You’ll also find relevant Industry information, details about your customers’ suppliers and competitors, a searchable list of their employees and a detailed family tree showing all of their locations.

What is Insights?

Use Insights to find similar accounts and find insider information about the industry where your account is active.

Pro Tip



More Information

You’ll find the Insights pane on the Account, Contact, Lead, and Opportunity screens. There are 4 primary areas:

1. Overview: which gives you a wealth of information onthe company.

2. Research: information on the industry, including the number of companies, trends and challenges, and thesize and structure of the industry.

3. Find Contacts: allows you to target employees at the company at various levels and functions and add themto CRM.

4. Family Tree: lets you view branch, subsidiary and parent information and allows you to add those companies to CRM.

Knowledge Areas



16 .3 – Ins igh ts

One of the most useful functions in Insights is adding contacts from targeted companies to CRM. Click on the Find Contacts button and sort by job function or job level, to find people we might be able to work with.

Click on the person you’ve targeted to see more contact information:

Adding Contacts

Use Job Level and Function to find the most promising new candidates, then add them to CRM as Leads with one click!

Qualify those Leads to build your network of contacts and potential customers.

Pro Tip

Watchlists send you regular updates on companies and contacts that interest you.

This gives you an easy way to keep track of your key accounts and the people you need to influence.

Watchlists

Click on the plus sign (blue arrow) to add the contact to CRM, either as a contact or as a lead.

Click on the eye (red arrow) to add the contact to your watchlist, and receive updates on what is happening and changing with this contact.

16 .3 – Ins igh ts Conversa t ions

You can also use Insights to manage your conversations and encourage better communication with your contacts. On the Contact form, find the Insights tab and click on Start A Conversation.

Start a Conversation

Use the News section to find potential topics of conversation.

Check the Connections to see if one of your colleagues is connected to your new contact – maybe you can get an introduction!

Pro Tip

In order to see your contact’s Twitter or Facebook feed, you need to link yours. That’s because Twitter and Facebook require that you be logged in to your account to see someone else’s account.

Social Media

Under Next Steps (red box) you can schedule CRM activities. Under Connections (blue box), you can see connections to your contact by connecting

your LinkedIn and Twitter feeds in your user settings. You can see news about your contact and her company (green box). And you can add information about your contact by using the plus sign (orange arrow) to

add the contact’s Twitter feed, Facebook page, and LinkedIn account.

16 .3 – Ins igh ts L i s t Bu i l d

Build a List

If you are planning a newsletter or event, use the List Builder to include both current customers and potential new prospects.

Pro Tip

There are limits to the numbers of companies we can export each month, so use this power wisely!

List Build Limits

You can build lists of your contacts and accounts in CRM using the List Build function in Insights. From the Insights menu, select List Build. There, you can create a new list, using a variety of options and parameters.

Below, I’ve created a list of Benelux companies in the Aerospace/Defense industry, with annual revenue of over $10million.

You can use criteria such as location, industry, and revenue to build a target list. You can then export the list to Excel or review the companies in the list add them to CRM or to a watchlist. It’s a very effective way to prospect!

16 .4 Connec t and Se l l

16 .5 L inked In Sa les Nav iga tor

1 7 . 0 C R M C a s e s a n d P l a u d i t sE l e m e n t C R M P l a y b o o k

17 .0 Cases - Con ten ts

17.1 Cases


17 .1 – Cus tomer Exper ience Cases

In Dynamics CRM, a Case is a way to provide incident-based tracking of issues that arise for our customers, such as complaints.

Customer Experience Cases are generated when we receive a Net Detractor Score on one of our Customer Service Surveys.

What is a Case?

When we receive a Detractor NPS score, the Commercial Team will raise the case in CRM. An email is sent to the case owner and is tracked in CRM.

The case owner has an SLA of 4 days to follow up with the customer, and 8 days to resolve the issue and close the case in CRM. Any activities related to resolving the issues are recorded on the case and tracked in CRM.

How are Cases Handled?

The Case functionality is very similar to the Opportunity process. The layout of the form and the process for moving through the stages are identical.

Pro Tip

Online Training: Customer Experience Case


More Information

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1 8 . 0 V i e w s & D a s h b o a r d sE l e m e n t C R M P l a y b o o k

18 .0 V iews & Dashboards - Con ten ts

18.1 What are Views?18.2 Creating and Using Views18.3 Working with Charts18.4 Creating a Custom Chart18.5 What are Dashboards?18.6 Creating and Using Dashboards


18 .1 – Us ing V iews



FAQs: [click here]

More Information

In each area of CRM, you can click on the drop-down arrow and see the list of views.

List of Views

You can create Personal Views by clicking on “Create Personal Views” (blue arrow at right).

The personal views you have saved will appear in the My Views list.

List of Views

To set your Default View, click on the Pushpin icon, circled at right. You can change it at any time.

Default

Views are the way we filter information in each area of Dynamics CRM. They give us a list based on a broad category – new information, records that we own, activities that we need to complete. They make it easy to work with the large amounts of information in CRM.

Views

System Views are the Standard Views we have created in CRM. This is the sort of information that everyone will need to work with.

These include Views like My Open Opportunities, My Open Leads, My Closed Activities, Open Opportunities, etc.

System Views

Users can also create Personal Views where they set their own parameters. For example, you might want to create a view that shows the open opportunities for a particular group of labs or salespeople. You might want a view that filters qualified leads from a particular source or a view that shows only your quote follow-up activities, so that you can easily track them. Creating Personal Views gives you the power to manage your information.

Personal Views



18 .2 Crea t i ng and Shar ing V iews

To create a Personal View, you’ll need to use the tools in Section 19 on Advanced Find. Essentially, you will create a permanent filter with the parameters you set.

Personal Views You can use an existing view

as the basis for creating a brand new view!

Pro Tip



More InformationClick on Create Personal View to open the Advanced Find window. Select your parameters (red circle below) and click on Results (blue circle). When you’ve got the parameters right, click on Save As (red arrow) to create your personal view.

Creating Your View

To share your view with others, Click on Saved Views and select the view you want to share. Click on Share, and in the next window select the users to share it with and Add them.

More Information



18 .3 – Work ing w i th Char ts

Data in the Views can also be viewed as a chart. This gives you a more graphic view of the data and can make long lists of records understandable at a glance. The chart pane is on the right hand side of the page and can be expanded or minimized.

Charts



More Information

With the Chart pane expanded, select the Chart you want to see from the drop-down menu. The Open Opportunity view may have more than 5,000 records, but it is easy to understand as the Sales Pipeline.

Clicking on a section of the Sales Pipeline will change view list on the left. By clicking on the Close section, for example, the list will show only opportunities in the Close stage. By changing the list on the left – from Open Opportunities to My Open Opportunities – then the chart will change, too.

Tasks



18 .4 – Crea t i ng a Cus tom Char t

If you’ve created a Personal View, there may not be a chart that easily displays your data. You can create a custom chart using the new chart button.

Custom Charts

Use the Share button under the ellipsis to share your custom chart with others!

Pro Tip



More InformationUse the Chart Designer to create your chart. Give ita name, the select the type of chart:

Set the horizontal and vertical axes, add a description, and see a sample of your chart.

Chart Designer



18 .5 – What a re Dashboards?

Dashboards are collections of view lists, charts and other information that can show you a wide array of important data in a single view. Like Views, there are System Dashboards provided for you, but you can also create Personal Dashboards and share them with other users.

You can set a Default Dashboard, so it always opens with the information you need.

What is a Dashboard?Dashboards are a great way to organize blocks of information!

There are system dashboards that display your sales team’s progress and there are dashboards that show you records with incomplete information that need to be updated.

Dashboards are an excellent tool for meetings. You can organize the information you need for your weekly sales meeting in a single dashboard shared with team members –that way, you’re all looking at the same, updated information.

Using Dashboards

Dashboards may only show a few lines of a view list, but you can open the full list in a new window by clicking on the menu icon.

Pro Tip



More Information



18 .6 Crea t i ng and Shar ing Dashboards

Click on the New button to create a custom dashboard.

Choose the Layout you want to use – think aboutwhether you will be looking at information as Lists or Charts.

Creating a Dashboard

You can use an existing view as the basis for creating a brand new view!

Pro Tip



More Information

Name your dashboard and then add the elements. You can bring in Charts (red arrow) or Lists (blue arrow).

When you’re finished, save your dashboard and share it using the Share button.



1 9 . 0 S e a r c h & A d v a n c e d F i n dE l e m e n t C R M P l a y b o o k

19 .0 Search & Advanced F ind - Con ten ts

19.1 Using the Search Boxes19.2 Filtering Records19.3 Using Advanced Find


On the top right of each grid view, you can search a record-type such as account names in CRM using the quick search box. Search is not case sensitive. The easiest way to search is to put in as few characters as possible. So if looking for bombardier, you might consider typing just bomb.

Use an asterisk before your search to indicate you are looking for something that contains a prefix to a keyword. This is called a wildcard search.

19 .1 Us ing the Search Boxes

What is the best search function to use for the results I want? Will I need to search one specific area? Or will I need to use multiple parameters to narrow my search?

Think!

The global categorized search function will enable a search of Dynamics CRM Data, and will return all results featuring the searched keyword and categorized by type of record. The search will cover the following records: Account, Contact, Lead, Opportunity, User, Activity, Quote, Case, Sales Project and Competitor.

Search

Search gives you a quick way to access the information you need.

Why use Search?

Quick Search Online Training: DCRM Nuts

& Bolts Work Instructions: [click here] FAQs: [click here]

More Information



The index bar is the alpha bar that appears across the bottom of the screen. It allows you to navigate to records that start with that letter. This works with the sort method selected, so, if the grid is sorted by Company Name, choose A on the jump bar will take you to all companies that start with “A”.

19 .2 F i l t e r i ng Records

How can I use this feature to make searching and reporting faster

Think!

Filtering records is quick and easy, and can give you more targeted results without created a view.

Why use Filters?

While looking at any grid view, you can change the order by filtering the records,and easily sort the results into an alphabetical or chronological order.

The filter turns the view into a filterable grid similar to a table in Excel. An arrow appears next to each column header, and you can filter on any of the columns that appear in the view.

Filtering Records

Filtering with index bar



More Information



19 .3 Us ing Advanced F ind

Be careful of the parameters you choose! For example, there is a big difference between Expected Order Date and Estimated Start Date – be sure you know which one you’re looking for.

Think!

Advanced find allows users to create ad hoc search queries and save, export and share the results on dashboards. They are also known as Views, its always best practice to use the filters before creating views.

Views can be created to search for any record type Users can create complex filters and queries based on any fields within or related to the record being searched

Advanced Find

Advanced Find is our most powerful search option, when you need multiple parameters and specific information.

Why use Advanced Find?

Advanced find will help you find DCRM entries (i.e opportunities) by chance of winning and estimated close date, please also refer to the Creating Views section of this guide to see how personal views and dashboard can be created to assist with sales analysis.



More Information



2 0 . 0 C R M a n d M a n a g e m e n tE l e m e n t C R M P l a y b o o k

20 .0 CRM & Management - Con ten ts

20.1 CRM Goal Setting20.2 Using CRM in Meetings20.3 Monitoring Adoption20.4 Starters & Leavers


20 .1 Goa l Se t t i ng

Using Goals in CRM allows us to set tangible targets for our sales team to work towards. The targets are visual and can be added to any dashboards you use in meetings or for review.

Think about the behaviour you want to encourage, such as increasing the number or calls and meetings. Set SMART goals that will move your team in that direction and review them regularly.

Setting Goals

SMART Goals are:SpecificMeasurableAchievableRealisticTimely

SMART Goals

Setting Goals

Under the Settings area, look for the Goals menu and select Goals. Click on New to create a new goal.

Give the goal a name and assign the goal to a specific team member by choosing the goal owner.

Choose a goal metric. Basic metrics such as number of phone calls, number of appointments, and opportunity revenue have been created for you.

Set the time period for your goal. The easiest option in CRM is to set the goals by quarter.

Set the target (the number of calls, revenue amount, etc.), the save and close your goal. For maximum impact, add a Percentage Achieved chart to

your sales dashboards.

20 .2 Us ing CRM in Mee t ings

One of the biggest benefits of using CRM is that we have live data that we can use for meetings and management. There is no reason to build printed reports that are out of date as soon as they come off the printer – instead, we can build views and dashboards that can make our conference calls and meetings more effective. Most of our meetings include team members from other locations; building a dashboard allows everyone to see the same, real-time data.

If your team is not all in one physical location, build a meeting dashboard! Choose the charts and lists that hit on the key topics you over in the meeting. For example, a weekly sales meeting dashboard might have segments that cover Open Opportunities, Won/Lost Opportunities, Overdue Activities, and the Sales Pipeline.

Use the list button to open the records associated with one of your charts in a new window.

Drill down into the data by opening records while you’re discussing them. You can make changes and updates in real time for real effectiveness.

20 .3 Mon i to r i ng Adop t i on

20 .4 S ta r te rs & Leavers

When sales team members leave their positions, it is crucial that we make sure that our process remains seamless. That means that open leads, opportunities, and activities need to be immediately transferred to another member of the team. The Service Desk can assist with this transition, and individual team members can make immediate reassignments.

Any sales team member with the Sales Manager security role can reassign a record. Simply click on the Assign button and choose a new owner.

You can easily filter an existing view – like Open Leads or Open Opportunities – by clicking on the funnel and filtering by the owner of the record. Then you can select multiple records and assign them to a new owner, or you can assign records individually to multiple new owners.

Make the hand-off seamless! When you raise the Leaver ticket, tell the Service Desk who should take over the Leads and Opportunities.

Pro Tip

2 1 . 0 R e p o r t i n g I s s u e s & R e q u e s t i n g C h a n g e sD y n a m i c s C R M P l a y b o o k

21 .0 I ssues & Changes - Con ten ts

21.1 Reporting Issues & Requesting Changes21.2 CRM Champions21.3 CRM Change Process


21 .1 Repor t i ng I ssues and Reques t i ng Changes

What can you do when something goes wrong?

There are three main pathways for reporting issues in CRM IT service desk ticket Your divisional CRM Champion A CRM Trainer

Issues in CRM can largely be split into: User issues (training required to fill a knowledge gap) Technical issues (something doesn’t work as expected) Requests (permissions, security roles, license types) Change requests (something CRM doesn’t do now, that you would like it to)

The majority of issues reported are user issues, whereby there is a solution or workaround already in place, but user training or guidance is required. This is why we encourage the use of this playbook, CRM Trainers and CRM Champions where appropriate.

CRM Issues

You can easily log a service ticket with the IT service desk, but if your issue isn’t critical, consider talking to your CRM champion or CRM Trainer – it might be something they are aware of already.

Pro Tip

It is very important that you do report issues and requests – CRM is constantly evolving and your input helps ensure the system works for YOU!

Think!

21 .2 CRM Champ ions

Aerospace

Aero MT East Eric DahmanAero MT West Luke KannikeAero MT Europe Eric NolleauAero Nordics Jesper StalAero PQT Steve Tait

Oil & GasOil & Gas EU Martin GreenOil & Gas US Travis Dean

Transportation & Industrials

T&I: Environmental Venessa KumpulaT&I: Health Sciences Louis AlbaneseT&I: Industries Jenny RecinosT&I: Transportation James LeRoy

Why have CRM Champions?

Your division has an input into any changes – make sure DCRM works for you!

Sign off on change requests - nothing happens without their knowledge and so you can be assure changes work for your division

Local expert – Help with training and support for yourself and your sales team. Often this is quicker and more effective than logging a service ticket as the CRM champion has a deeper understanding of how you operate at a divisional level.

Think!

21 .3 CRM Change Process

User

CRM Trainers

IT Service Desk

CRM Champions

CRM Champions

CRM Team (including IT)

Commercial Excellence Team

Implement Changes

Request For Change

Feasibility

Design Solution

Check Viability

Develop and Deliver

CRM has to work for the whole group, who does business in a wide variety of ways –therefore any changes have to work for all and not just at a local level

Think!

2 2 . 0 D a t a M a n a g e m e n tD y n a m i c s C R M P l a y b o o k

22 .0 Da ta Management - Con ten ts

22.1 Your Responsibility22.2 Data: CRM - AX


22 .1 Your Respons ib i l i t y

Only You Can Prevent Bad Data.

Our company data is an extremely valuable company asset. It is up to all of us to make sure that the data we put in the system – that we use every day! – is accurate and complete.

Don’t Duplicate DataMake sure that you are not entering duplicate accounts or contacts! Nothing clogs up our database faster – or causes more frustration – than dealing with duplicates.

Check the signatureMuch of the information we need will be in a contact’s email signature. Look for things like email address, extension, and job title.

Open a new tab or windowIf you’re in CRM, then you’re already on the internet. Open a new browser window and search for the data you need. A simple search will get you correct information on a company, and almost everyone is on LinkedIn today – if you don’t have a contact’s job title or physical location, look for it.

Avoid sloppy mistakesThings like obvious misspellings and missing capital letters are glaringly unprofessional. Don’t let them slip past.

22 .2 Da ta : CRM - AX

Data in CRM is sent to AX when we trigger the CRM-AX Interface by starting the quote process

Data in CRM

Quotes in AX are notautomatically updated. The user can decide to manually send updated information to CRM.

AX Quotes

Accounts and Contacts: data can be sent to CRM manually once it has been marked as “clean.”

AX Accounts & Contacts Before you try and send information between the two systems, make sure that all of the required fields are completed. If they are not completed, you will get an error and the interface will not run.

Pro Tip

On the Global Address Book Details form, on the Details tab, click on Data Quality and select Clean. Only do this once you have cleaned the data.

If the Data Quality is set to Pending, you will need to mark the record as Clean

If the Data Quality is set to Duplicate, it cannot be sent to CRM. If you believe this is not a duplicate, please raise a service desk ticket for assistance.

Mark It Clean Accounts and Contacts must be sent

separately. Select a contact on the Contacts tab and click on Contact Details.

Click on Dynamics CRM and select Send to CRM.

Select a New Owner: if you click No, you will be the owner of the record.

Select a New Owner: If you click Yes, Click No on the list of account managers and enter the email address of the owner

Contacts

Click on Dynamics CRM and select Send to CRM

Select a New Owner: if you click No, you will be the owner of the record.

Select a New Owner: If you click Yes, Click No on the list of account managers and enter the email address of the owner

Send It to CRM

Process

2 3 . 0 D a t a P r o t e c t i o n D y n a m i c s C R M P l a y b o o k

23 .0 Da ta P ro tec t i on

23.1 GDPR23.2 PECR23.3 Consent23.4 Glossary


23 .1 GDPR

The General Data Protection Regulation imposes certain rules on the way organizations must treat personal data when carrying out marketing to customers and contacts. There are additional rules for sending electronic marketing communications to consumers (which, for our purposes will include any sole traders and individuals working for some partnerships or other non-corporate bodies).

It’s important to know the rules and follow them carefully: there are significant penalties for violating them. Make sure that you’ve read the Element Guide to Data Protection and Marketing.

The first data protection principle is to ensure personal data is processed lawfully, fairly and transparently. When marketing, our lawful basis is either Legitimate Interest or Consent.

Remember: The individual always has the right to object to marketing.

What is GDPR?

You can rely on legitimate interests as your lawful basis if: • people would not be

surprised or likely to object;

• your use of personal data is proportionate; and

• your use of personal data has a minimal privacy impact.

Legitimate Interest

For more on GDPR, consult the Element Guide to Data Protection and Marketing.

For more info:

23 .2 PECR

The Privacy and Electronic Communication Regulation sets out restrictions on the way organizations can market electronically.

Routine customer service messages are not considered marketing communications unless significant promotional material is also included within the message.

What is PERC?

The types of communication covered by PECR are as follows:

• phone; • fax; • email, text and other

forms of electronic message.

Types of Communication

For more on PECR, consult the Element Guide to Data Protection and Marketing.

For more info:

23 . 2 Cons en t S t a t em en ts

You can access the Consent menu from the contact form by clicking on the arrow after the contact name.

Under UK GDPR Rules 2018. Consent to retain data must be freely given.

You must inform individuals of their rights, including the right to withdraw consent. Withdrawing consent must be as easy as giving it was)


Pro Tip

Consent Statements allow us to track the ways in which we can legally contact a lead or contact person.

On the Consent View you can see the consent statements for this contact person, whether they have given or withdrawn consent, and the method of communication it covers. You can also see the way that they provided consent to us, such as an email or phone call.

To add a new Consent Statement, click on Add New Consent and open the Consent Information Form.

There, you can select the Consent Direction, the Consent Statement (method of communication), and provide information on how the statement was received.


23 .3 Consen t S ta tement F ie ld G lossary

Consent Statement: A statement by a contact or lead giving us their permission to contact them for marketing purposes by a specific method of communication.

Consent Direction: Indicates whether consent has been given or withdrawn.

Method of Consent: How we received their consent (email, phone call, etc.).

Consented Date: The date that we received their consent.

Proof of Consent: A free text field that allows us to provide more information on how the consent was received.

Consented Lead: If this consent originated on a Lead, rather than a person, the original lead is recorded here.

2 4 . 0 I n d e xD y n a m i c s C R M P l a y b o o k

I ndexSales Processes8.1 Definition of Sales Process8.2 Element Sales Process Steps8.3 Element Sales Process Steps Definitions8.4 Lead to Contract – What is an Opportunity?8.5 Sales Stage Definitions8.6 Chance of Winning

CRM Process Overview9.1 Opportunity Management Guide9.2 Opportunity Qualification9.3 Lead Generation9.4 Lead Management9.5 Opportunity Management9.6 Account Management

Marketing & Lead Generation10.1 CRM Campaigns10.2 Campaign Codes10.3 Contact Preferences10.4 Insights10.5 Marketing Fields Glossary

Managing Leads11.1 What is a Lead?11.2 Lead Process Wheel11.3 Non-Inbound Team Leads11.4 The Inbound Team11.5 How does the Inbound team Determine the Most Appropriate lab?11.6 Lead Management Process11.7 Lead Management KPIs11.8 Leads – CRM Process11.9 How to Handle Leads You Cannot Service11.10 Process for Sending Requests to the Inbound Team11.11 Suggested Verbiage for Informing the Customer11.12 Inbound Team Contact Details11.13 Capability Matrix11.14 Lead Field Glossary

Foreword

Why CRM?2.1 Commercial Benefits of CRM2.2 What’s in it for Me?2.3 CRM Functionality2.4 CRM Excellence

Accessing CRM3.1 Accessing Dynamics CRM3.2 CRM Links and Log in

Training & Learning4.1 Online Learning4.2 Web-based Classroom Learning4.3 Face to Face Classroom Learning4.4 CRM Champions4.5 CRM Training Links4.6 Requesting Further Training

Accounts5.1 What is an account? 5.2 Account Hierarchy5.3 Searching for Accounts5.4 Account Ownership5.5 Managing account data 5.6 Company Chains5.7 Account Management5.8 Countermeasures (also see Activities) 5.9 Field Glossary

Contacts6.1 What is a Contact?6.2 Contact Ownership6.3 Searching for Contacts6.4 Managing Contact Information6.5 Contact Field Glossary

Compliance Checks7.1 What is Trade Compliance?7.2 How to Run a Compliance Check7.3 Our Compliance Team7.4 International Sanctions Policy

Managing Opportunities12.1 What is an Opportunity?12.2 Why Manage Opportunities?12.3 Opportunity Process Wheel12.4 Opportunity Stages12.5 Sales Pipeline12.6 Pipeline Report12.7 Opportunity Types Overview12.8 Sales Projects12.9 Blanket Opportunities12.10 Single Opportunities12.11 Budget Opportunities12.12 Reasons for Lost Opportunities12.13 Closure Definitions12.14 Opportunity Closure Reasons12.15 Access Teams12.16 Critical Success Factors12.17 End market Exposure (OEM)12.18 Opportunity Field Glossary

Quoting 13.1 Managing Quotes13.2 Quote Process Flow: Quoting From AX13.3 Quote Process Flow: Quoting Manually Using

Templates13.4 Quote Process Flow: PQT Quoting13.5 Quote Closure13.6 Quoting & CRM: Top Tips

Activities14.1 The Importance of Activities 14.2 Activity Types14.3 Tracking Phone Calls14.4 Tracking Appointments 14.5 Tracking Emails14.6 Using Tasks14.7 Using Countermeasures14.8 Managing Activities in CRM14.9 Managing Activities in Outlook

Currency & Exchange Rates15.1 Currency and Exchange Rates15.2 Setting your Currency15.3 Currency on Records

CRM Applications16.1 CRM for Outlook16.2 CRM Mobile App16.3 Insights 16.4 Connect and Sell16.5 Sales Navigator

Cases / Plaudits17.1 Customer Experience Cases

Dashboards & Views18.1 What are Views?18.2 Creating and Using Views18.3 Working with Charts18.4 Creating a Custom Chart18.5 What are Dashboards?18.6 Creating and Using Dashboards

Search & Advanced Find19.1 Using the Search Boxes19.2 Filtering Records19.3 Using Advanced Find

CRM & Management20.1 CRM Goal Setting20.2 Using CRM in Meetings20.3 Monitoring Adoption20.4 Starters and Leavers

CRM Support21.1 Reporting Issues & Requesting

Changes21.2 CRM Champions21.3 CRM Change Process

I ndexData Management22.1 Your Responsibility22.2 Data: CRM – AX

Data Protection23.1 GDPR23.2 Consent Statements

Index