Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners

CRM in Agriculture

Herman Bodewes, CRM Partners

Dr. Arnd Nenstiel, Bayer CropScience

http://youtu.be/K_PBhSci0Fs

http://youtu.be/K_PBhSci0Fs

CRM Partners and Bayer CropScience

CRM in Agriculture

Herman Bodewes, Dr. Arnd Nenstiel / 2014-03-27 / Explore Dynamics CRM / CineMec Ede

Bayer – Science For A Better Life

Text in Arial Regular 18pt

• First level

• Second level

• Third level

• Fourth level

• Bayer CropScience • Explore Dynamics CRM • CineMec Ede • 2014-03-27 Page 28

At Bayer CropScience we serve Agriculture …

…to ensure an ample and affordable supply of high-quality food, feed, fiber and renewable raw materials.

Full year sales: € 8,819m

22,400 employees

> 120 countries

An integrated offering of sustainable crop solutions

addresses our customers’ needs

• Integrated Pest

Management (IPM)

• Good Agricultural

Practices (GAP)

• Yield & Quality

• Tradeability

• Convenience

BenefitsChallenges

• Weed, pest &

disease control

• Resistance

management

• Abiotic stress through

climate change

Across the

food value chain

Sustainable

intensification

of agriculture

Contribution to

Food Security

• Higher yield

• Higher quality

• Convenience

• Risk management

GROWERDEMAND

• On-field

consulting

• Training

• Diagnostic

tools

• Canola

• Cotton

• Rice

• Soybean

• Wheat

• Vegetables

• Microbial

fungicides

• Microbial

insecticides

• Microbial

nematicides

• Herbicides

• Fungicides

• Insecticides

• Seed treatment

products

In our industry


With a market leading position comes the

responsibility to shape the future of farming

Lead the Way in

Innovation

Expand

Seeds Business

Enhance

Crop Protection

Strengthen

Customer Centricity

Our 4-pillar-strategy perfectly supports our integrated approach to foster sustainable agriculture


One of the Pillars of our Corporate Strategy is

Customer Centricity

Bayer CropScience

Our Offers

Tra

de

rs

Fo

od

pro

ce

ss

ors

Fo

od

re

tail

ers

ConsumersGrowers

Dis

trib

uto

rs /

se

ed

co

mp

an

ies

Reta

ile

rs

Ad

vis

ors

Embracing Customer Centricity by co-creating value from seed to shelf

• Understanding and serving interconnected needs of our customers by enhancing customized offerings and

developing differentiating solutions

• Increasing grower orientation and improving channel management practices

• Broadening our successful Food Chain Partnership go-to-market model

… driving Commercial Excellence in Marketing & Sales


Assessment of starting situation and transparent

objectives ensure organizational alignment

No common understanding on the term and benefits of CRM

A variety of software solutions are currently in place, causing inefficiently high run cost

Difficult to exchange best practices

CRM solutions represent only less than 50% of total sales

No coherent KPIs and measurements for success

No global steering of CRM initiatives possible

Situ

atio

n 2

01

0G

lob

al B

CS

CR

M P

rog

ram

Avoid complex custom built functionality by using a template approach and standards, resulting in reduced development, implementation & support cost in order to free up capital for investment areas

Quicker exchange of best practices

Improve Sales Representative efficiency through decreased administration time

Enable Target Marketing through Campaign Management

More than 75% of sales covered in 2015

Coherent KPI’s to measure success

Accelerate profitable growth by improved customer targeting


CRM maturity Business need for technology Solution Solution outline

"Starting" or small

country organizations Customer identification and targeting

Database for mailings

Simple business processes

Microsoft

Dynamics

Less functionality than Siebel and

as a result is lower in cost and

easier to maintain in smaller

organizations

Interfaces with SAP ERP will be

limited to the minimum

Experienced or

complex country

business model

Multi channel campaigns for individual customer segments with tailored

proposals (growers, channel, influencers)

Collaborative Marketing with channel (i.e. B2B, "Dorados" in Argentina)

Advanced Analytics to measure the impact & effectiveness of campaigns

Siebel Use of Siebel CRM will enhance

integration with the rest of BCS's

application platforms and also

better support many business

process areas

CRM maximizes the (re)use of 2 globally supported technologies covering key business processes

Flexible use of technology to ensure best fit in a

decentralized organization

Country organizations may choose or migrate solution based on their maturity and organizational capabilities


BASE 2.2 (Microsoft Dynamics CRM 2011)


• Annual Press Conference • Liam Condon • September 2013Page 35

CONTINOUSLY MONITOR & IMPROVE

Monitor user adoption …

& process adherence

+1°C

TIE CRM KPIs INTO EACH

INDIVIDUAL’S JOB TARGETS

2013: 0.57

2014 : 0.74

2015 : 0.95

BEST-OF-FIT NOT BEST-OF-

BREED TECHNOLOGY

Choose technloogy

carefully to best fit your

organization

Scope functionality on only

what is needed

FOCUS ON PEOPLE

Implement with users in mind

START WITH CHANGE MANAGEMENT

Start to communicate the vision

and benefits early & ongoing

ENSURE SUFFICIENT STAFFING

More than 60 CRM Champions

4,500 Marketing & Sales

employees worldwide

PLAN THE BUSINESS CASE

& ROADMAP LONG-TERM

Don’t look for quick wins only but

endure for the long-term vision

By 2015

+37m


Forward-Looking Statements

This presentation may contain forward-looking statements based on current assumptions and forecasts

made by Bayer Group or subgroup management.

Various known and unknown risks, uncertainties and other factors could lead to material differences

between the actual future results, financial situation, development or performance of the company and the

estimates given here.

These factors include those discussed in Bayer’s public reports which are available

on the Bayer website at www.bayer.com.

The company assumes no liability whatsoever to update these forward-looking statements or to conform

them to future events or developments.


13.45 Break-out II CRM for Members: hoe CRM dé oplossing

was voor Sociaal Fonds Taxi

Henk van Gelderen (Sociaal Fonds Taxi) en

Gerwin Bruining (CRM Partners)

Zaal 4

Datakwaliteit in het DELA project Klant

Gerichter Werken

Raymond Aerts (Coöperatie DELA) en

Marco de Jong (IntoDQ)

Zaal 5

CRM-implementatie: 90% change

management, 10% systeem

Jessica Nevels (Royal HaskoningDHV) en

Yuri Ramdhani (CTB xRM)

Zaal 6

Customer acquisition and cross sell at

every opportunity in banking

Özkan Erener (VeriPark) Zaal 7

Business Processes in CRM Ralf van Gellekom (Microsoft) Expotheater

14.30 Pauze Expofoyer

Programma #ExploreDynCRM

Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners

Presentations & Public Speaking

Transcript of Explore Dynamics CRM 2014 - Bayer CropScience en CRM Partners