Zymewire Salesforce CRM Webinar
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Transcript of Zymewire Salesforce CRM Webinar
Pete: THE CRM SOFTWARE MARKET IS BIG! $36.5 billion by 2017! How significant, then, is the disappointment when these systems fail to meet expectaRons. That leads us to our first quesRon: Why do you think CRM project fail rates are so high given the amount of money that is spent on CRM soYware?
Pete: CRM SoYware vendors oYen promise that CRM is a magic bullet that will solve all your sales, markeRng and customer service problems and in turn expectaRon from end users tends to be very high. Erik, why do you think this vision never gets fully delivered? Erik: The Promise of CRM never oYen never gets delivered to the sales, markeRng and customer support departments because there isnt high level execuRve by in. Its important to address any resistors within the organizaRon head on if you want true buy-in across the board. Spend Rme assessing the current tool set and its limitaRons; Demonstrate how SF can address limitaRons and improve the processes. ExpectaRons need to be managed during the design and build out. Being agile and showcasing will help manage expectaRons. You can / will get out of it what you put into it but this is not Facebook, Google or Amazon. What I mean is that it is not an AI driven system that is trolling you and your usage and then finding friends or products like the aforemenRoned do for you (like it or not). It requires some level of effort to extract the value back from your inputs.
Pete: Dun and Bradstreet did a study and concluded that user adopRon was the top reason for CRM failures. They idenRfied 9 contribuRng factors to those failures. Dan as someone who has been on the user end of many CRM iniRaRves which one of these jumps out at you ? Dan: ContribuRng factors for poor CRM user adopRon: Doesnt help the end user with their day-to-day duRes Doesnt work they way they do Too complex and too much FuncRonality Reluctance of field sales reps to input prospect/customer data into a CRM for fear of
having other sales reps and the markeRng department over working the contacts
Pete: User AdopRon tends to focus on the People side of the equaRon. Salesforce would like you to think that the soYware is the most important thing that makers. How much does the actually soYware technology play into a successful CRM implementaRon? Dan: CRM is not just about buying and installing soYware, you need to have the right business processes in place or you end up just automaRng exisRng bad processes. Salesforce is a funcRon of you get what you put in. Erik: If you are moving from Excel or another older CRM or Access Db to SF, there is going to be a large opportunity to improve the quality and quanRty of informaRon. Along with that comes the process. Instead of typing an email manually, let SF create the email automaRcally and have it sent out with all of the relevant data to a group or create contracts automaRcally for awarded deals. Spend the Rme understanding and defining the as is processes with someone who knows Salesforce. They will be able to help you find those opportuniRes to automate that a brand new admin picked from the staff is not likely to know of right away. Something as simple as a field that the business wants in all caps can be automated to update to all caps on save eliminaRng manual data review and compliance.
Dan: AutomaRng the right processes are key for salesforce automaRon. For example, I idenRfy a new lead from Zymewire and it gets converted to an opportunity when I qualify it. I also find it useful to automate various behaviors, such as pumng in a reminder to follow-up with a prospect in 5, 10 or 30 days, depending on the situaRon. Its important for an organizaRon to map their business processes first before embarking on the actual soYware implementaRon. This will ensure a higher success rate.
Pete: We have talked about the problem up unRl now, so lets transiRon over to soluRons and ways to ensure adopRon stays on track. This slide is part two to Dun and Bradsteets survey where they suggest a few things to increase user adopRon. Dan, in your experience what tacRcs have you seen work well in overcoming user CRM user adopRon issues? Dan: Outlook Plug-in integraRon with Salesforce is key to having a seamless end user experience. The
Outlook plug-in allows us to track specific email conversaRons and associate it to a specific opportunity. People want to be able to perform CRM tasks where they are comfortable, like their inbox.
The business benefits should be clear to each department so there is proper sales & markeRng alignment
Erik I want to see a clean UI that is intuiRve and the system be flexible enough to handle changes
without always needing a proper developer and a lengthy process to make changes. Our experience was that most changes to the system and requests for support with in the first 90 days. Being able to quickly make common sense changes quickly help the users to keep moving forward with adopRon, increased their confidence in the flexibility. The last thing you want is a new system with some changes that need to be made and telling users that it will have to wait. It needs to be flexible and scalable so that it will sRll be relevant to the business five years down the road and easily adaptable to changes.
Pete: So we dont get too caught up in the process and technology side of things, I thought we could talk about where the rubber meets the road. The actual day-to-day use of the tool. Dan, could you take us through what a typical day looks like for you in terms of your Salesforce usage? Dan: My daily interacRon in Salesforce revolves around semng up and automaRng tasks and reminders within the system. For example: Using a tool like Zymewire I can quickly idenRfy people and companies in my Salesforce pipeline who are menRoned in the news. I then setup a reminder for me to follow-up on that prospect based on that parRcular event.
Pete: How can someone leverage the informaRon in Salesforce to widen the reach within an account? Weve talked a lot about the business processes around Salesforce - moving an opportunity through the stages or converRng leads. Erik, what tacRcs has your team used to stay abreast of expansion opportuniRes at exisRng accounts? Erik: The follow feature with Salesforce allows us to stay on top of acRviRes within accounts as well as the Salesforce Chaker tool. Dan: I monitor markeRng acRviRes provided by the markeRng team to idenRfy new prospects and widen exisRng opportuniRes within an account.
Pete: It tends to be very noisy someRmes within Salesforce with tons of transacRonal data and outdated informaRon. Erik, what strategies do you use to keep the noise levels down? Erik: We have separaRng the markeRng piece out of Salesforce, into Hubspot so all the social and online chaker gets filtered. Only the qualified lead make it into Salesforce now. Dan: Its important to use your CRM to act proacRvely, rather than just reacRvely. For example: Prospect is now at the 60% stage of the sales cycle Major press release announcing strategic development There was a major re-org at company ABC Inc.
Pete: Given the nature of providing services to biotech and pharma companies, what advice would you have for other service providers using Salesforce. Maybe some specific advice for those who operate in an RFP-heavy space? Dan: Put in the Rme to track all your acRviRes because it will give you greater visibility into accounts later on. Pete: What are some of the complementary tools / integraRons that youve used with Salesforce? Erik: We have a Zymewire feed setup that noRfies us of all the mergers and acquisiRons within our Salesforce accounts. The push noRficaRons within Zymewire prompts us to change those records inside Salesforce.