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Dhruv Nath

CRM 3.2CRM in Sales

Sales Force Automation

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The CRM System

CRMSystem

Shared

Data Base

Marketing

Sales

Customer Support

Management

Customer

Operational CRMAnalytical

CRM

Call Centre

Call Centre

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Case : Sales Pipeline Management

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Solutions

A formal method of monitoring each possibleorder

Selling Process / Selling Cycle (disc)

Exercise : BuyingProcess

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The Buying and Selling Process

RecogniseNeed

EvaluateOptions

EliminateDoubts

Decide

REED

DevelopNeed

ProposeSolution

EliminateDoubts

Close

Open

ODPEC

Buying Process Selling Process ?

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Sales Pipeline / Funnel - disc

DevelopNeed

ProposeSolution

EliminateDoubts

Close

No. of

opportunities

Value

(Rs Million)

80

200

45

20

3,000

10,000

1,200

300

What do we get out of monitoring this Sales pipeline ?

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What do we get out of monitoringthis Sales pipeline ?

Health / Shape of the funnel

Where do we need to focus

Delays in progressing from stage to stage

Who requires what kind of Training / Support Product Management issues

.

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Solutions

A formal method of monitoring each possible

order

Selling Process / Selling Cycle (disc)

Keep track of

Accounts Contacts

Opportunites

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The SFA Triangle

Accounts

Contacts

OpportunitiesWhat do we monitor

in each ? Disc

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Accounts

What do we monitor

Organisation Structure

Transaction History

Problems

Contacts

Opportunities

Hidden Orgn Structure

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Contacts

What do we monitor

Education Experience

Family

Hobbies

Likes / Dislikes

Attitude towards us

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Opportunities

What do we monitor

Stage in the SalesProcess

Contacts involved at

each stage Actionables

Meetings

Similar Opportunities

elsewhere.Sales Funnel /

Pipeline Management

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Solutions

A formal method of monitoring each possible

order

Selling Process / Selling Cycle (disc)

Keep track of

Accounts Contacts

Opportunites

Examine past trends

Probability of conversion dependent on

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Solutions

A formal method of monitoring each possible

order

Selling Process / Selling Cycle (disc)

Keep track of

Accounts Contacts

Opportunites

Examine past trends

Probability of conversion dependent on

Data on each Sales Exec

Optimism / Pessimism levels

Abilities in specific stagesPrint

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CRM Implementation Options (Disc & Compare)

Installed in the client organisation Major One time expense

(Capex)

Dedicated system

Highly customisable

Responsibility with the client orgn

Data within the client orgn.

Therefore Security

Upgrades tougher to implement

Must plan infrastructure for peak

loads

Responsibility for scalability with

the client orgn

Installed on the vendors server

Expense over time : Pay per Use

(Opex)

Shared system (could ask for a

dedicated server , but expensive)

Limited customisability Responsibility with the vendor

Data external. Therefore Security

issues. But can keep critical data

in the client orgn

Automatic upgrades

Loads can fluctuate. Taken care

of by the vendor

Automatic Scalability

On Premise (Bought Out) SaaS (Software as a Service)

Print

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How is SaaS implemented ?

Cloud Computing

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How are companies using SaaS for CRM ?

SMEs Significant use of SaaS

Minimal investments

Large Companies Use Saas on experimental basis

Maybe Hybrid

As usage grows, shift to On-Premise mode

Lower cost (Fixed Cost vs. Per Use Cost)

More customisation possible

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The CRM System

CRMSystem

Shared

Data Base

Marketing

Sales

Customer Support

Management

Customer

Operational CRMAnalytical

CRM

Call Centre

Call Centre

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Dhruv Nath

CRM 3.2CRM in Sales

Sales Force Automation