8/9/2019 Campaign Management for CRM
1/85
SUMMER INTERNSHIP REPORT
CUSTOMER RELATIONSHIP MANAGEMENT SOLUTIONS
SUMMERS 2007
CAMPAIGN MANAGEMENT FORCRM
BECAUSE CUSTOMERS FOR LIFE
TECHNOFAST CONSULTING SOL.
601, Tower-A, Signature Towers,South City-1,Gurgaon-122002,IndiaPh: +91 124 4070671Fax: +91 124 2380467sales@technofastconsulting.comwww.technofastconsulting.co.uk
8/9/2019 Campaign Management for CRM
2/85
2
JAINITI PRASAD
Management Professional & Trainee [Institute of Marketing & Management]
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
INTRODUCTIONJAINITI PRASAD MANAGEMENT PROFESSIONAL & Director ROTARACT CLUB (ClubServices)
PGDBM (Post Graduate Diploma in Business Management)
SESSION 2006 2008
JULY BATCH
ROLL 06 JIII 324, 06 I 636
+919911471506,[email protected]
M/s Sri Ram Bhandar, Kauda Maidan, College Road, Munger, Bihar
INSTITUTE OF MARKETING & MANAGEMENT
Marketing Tower, B 11, Qutub Institutional Area, New Delhi -110016
+91 - 11 - 26520892-6, 26520900, 26960535, 26960752
+91 - 11 - 26520897, 26520903
[email protected], www.immindia.com
TECHNOFAST CONSULTING SOLUTION PVT LTD
6th Floor, Signature Towers, Gurgaon 122 002, India
+91 (124) 238 0466, 309 8341
+91 (124) 238 0467
www.technofastconsulting.co.uk
SIGNATURE TOWERS MARKETING TOWERS
mailto:%[email protected]:%[email protected]8/9/2019 Campaign Management for CRM
3/85
3
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
CERTIFICATESUMMER INTERNSHIP PROGRAM - CERTIFICATE CUM FEEDBACK
FORM
Name of the Executive :
Designation :
Name of the Company :
Address :
Name of the Summer Trainee :
Period of Internship :
1. During the SIP Program how did you find the students overall performance?
Excellent Very good Good Fair Poor
2. Was the student able to handle the assignment/task properly?
To a very large extent To a large extent To a certain extent Very
tentative
3. How did you find the student in terms of the following? Please tickExcellent Very good Good Poor
Attendance / Regularity
Commitment to work
Logical reasoning
Conceptual clarity
Ability to communicate
4. According to you, the chances for converting the WIP projects into final placements are
Very Good Good Fair Hardly any chance
5. Any suggestions for the betterment of the sIP Programme.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
4/85
4
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Date..
________________________
Company Seal / Stamp Signature of the
Executive
ACKNOWLEDGEMENT
Apart from the efforts of me, the success of this project depends largely
on the encouragement and guidelines of many others. I take this
opportunity to express my gratitude to the people who have been
instrumental in the successful completion of this project.
I would like to show my greatest appreciation to Narendra Dua Sir and
Amit Sir. I cant say thank you enough for his tremendous support and
help. I feel motivated and encouraged every time I attend his everymeeting. Without his encouragement and guidance this project would not
have materialized.
The guidance and support received from all the office members including
Sagarika Srivastava, Vikram Sharma, and Sheetal Tanwar who contributed
and are contributing to this project, was vital for the success of the
project. I am grateful for their constant support and help.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
5/85
5
THANKSBIBLIOGRAPHY
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
JAINITI PRASAD
Institute of Marketing & Management
CONTENTS PAGE NO.TITLE PAGE
01.
INTRODUCTION 02.
CERTIFICATE
03.
ACKNOWLEDGEMENT
04.
CONTENTS 05.
DECLARATION
06.
EXECUTIVE SUMMARY
07.
OBJECTIVE OF THE STUDY
08.
RESEARCH DESIGN
10.
PREFACE 11.
METHODOLOGY 12.
ABOUT THE COMPANY Technofast Consulting
14.
AREA OF THE STUDY CRM
19.
PROJECT DETAILS Campaign Management for
CRM 23.
PRODUCT STUDY GoldMine 24.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
6/85
6
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
FINDINGS OF THE PROJECT
49.
COMPARISION OF THE PRODUCT WITH COMPETITORS
56.
CRINDUSTRY ANALYSIS CRM in small and mid market
62.
RECOMMENDATIONS
74.
CONCLUSION
75.
LIMITATION
76..
APPENDICES
77.
DECLARATIONSUMMER TRAINING DECLARATIONInstitute of Marketing & Management
Technofast Consulting Sol
Marketing Towers,
Signature Towers
B-11, Qutub Institutional Area, 601
Tower A, Gurgaon New Delhi 110016
Haryana 122002
t was really one of the finest moment of my life when I joined the
Technofast Consulting sol. to accomplish my summer training, it was
my first step towards the corporate field where I come to work with a
great working environment with a knowledge based company dealing in IT
consultancy services. I got great support from all the colleagues there. My
project was Campaign Management for CRM to understand the
I
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
7/85
7
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
benefit and requirements of the companies for Customer relationship
management in INDIA.
I am really very thankful to Technofast Consulting for providing me such
an interactive and full of experienced training session, where I came to
meet with the real time organizational environment.
EXECUTIVE SUMMARYCUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management (CRM) is now an essential part of the
business strategy, as the development of new technologies has increased
tremendously the possible benefits for large as well as small and medium
companies.
Now a day CRM means different things to different peoples. It is possibleto develop a greater understanding of it by looking at its origins and the
principles that drove its development.
Taking about Indian context or the status of CRM in India we will come to
see that the service firm took some of the early initiatives in CRM,
especially in financial services
The current project Campaign management for CRM is aimed at
determining the approach being adopted by businesses in India for
relationship marketing. My project focused on the following major issues.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
8/85
8
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Do Marketing & Sales teams of an organization having full fledge control over
customers?
Do Managers in service firm believe that their processes are customer centric?
Do they select technology on the basis of an understanding of customer needs?
Have they empowered their employees to deliver the superior services?
Do they have customer knowledge strategy?
How will do they manage their customer relationships?
How they can increase the rate of customer retention?
How they can improve the efficiency of Marketing & Sales team?
Successful implementation of CRM requires a strategic approach, which
encompasses developing customer centric processes, selecting and
implementing technology solutions, employee empowerment, customer
information and knowledge generation capabilities to differentiate them,
and the ability to learn from the past practices.
Towards the completion of the project three successful seminars were
organized where we come to know the pain areas of the customers with adirect interaction to the customers.
OBJECTIVESCAMPAIGN MANAGEMENT FOR CRM
The objective of the project was to increase the awareness regarding CRM
solution GoldMine in the small and medium businesses (SMBs) through
a series of seminars which could give us a direct interaction to our
prospects clients and also let us know that where are the pain areas they
are having in their marketing & sales
team.
The Strategy of the Campaign
Management for CRM was to make
the Marketing and sales people
getting more and more aware of their
existing customers, knows each and
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
9/85
9
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
every thing about the customers and having a complete history and
records of the customer any time when it is needed. The diagram Figure 1
left hand side shows the campaign Strategy Circle Model of CRM and
Business Strategy. My model contains three key phases
1. Customer Acquisition
2. Customer Retention
3. Customer Extension
And three contextual factors are the
followings
Marketing Orientation
Value Creation
Innovative IT.
Discussing these points one by one I would like to say that when you are
in the process to interact the customers the first ultimate aim of ours
should be to acquire the customers if a customer is satisfied to the
product and services then the next phase came to retain the customers,this is the most important and beneficial step for any organizing because
once it is a existing customer it is more easier to the organization to retain
it, and that provided a loyal customers to the organization all the time, the
last phase is the Customer Extension. Each and every company either it is
small or big always tries to expand their business and to increase their
revenue so we have to focus in the customer extension with the proper
contact management.
Marketing Orientation
Marketing Orientation is the most important factor when we are trying
to have contact with the customers, in the phases of Customer
Relationship management there should must be an proper interest
towards the customers so that we could come to know that tee
customer we are approaching can really be our customers. We have to
give them a proper focus and understanding so that they could have a
faith on us.
Value Creation
SIGNATURE TOWERS MARKETING TOWERS
Figure 1: Campaign Strategy Circle
8/9/2019 Campaign Management for CRM
10/85
10
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
When Client is on the way to have interactions with us we should must
provide them some unique values from our side so that they must be
with us for a long period, we should provide them instant reply and the
fulfillment of their query what they have asked for. This value creation
creates a difference between the other companies to ours an make our
customers be with us for the longer time period.
Innovative IT.
As we all knows that now a day if w have to survive in this complex
and most competitive market we will have to go with the
Information technology without it we stand nowhere, and if the IT iswith an innovative mode thats the best part for our organization,
because that provide new and different ways to be on the top of the
competitors and also provide us various different method to fight back.
The Campaign management for CRM project provides us lots of
different activities to perform for a company like follows.
1. Learnings from the customers and prospects
2. Creating value for customers and prospects
3. Creating customer loyalty
4. Acquiring new customers
5. Creating profits for organization
6. Acquiring new customers.
RESEARCH DESIGNCAMPAIGN RESEARCH WITH GOLDMINE
Campaign management for
CRM was totally
completed with the help of
the CRM software
GoldMine which is
designed and
programmed to
make an organization
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
11/85
11
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
work within the parameters of Customer Relationship Management (CRM)
guidelines. As a starting point, customer data is consolidated into one,
central database and is then used on a network by all sales, management,
marketing personnel and Human Resource employees.
The complete project research was circumstanced to New Customersacquiring, Increase Sales, Provide Quality Customer Service and DriveAdditional Sales from existing customers. No wonder CRM is the fastestevolving business strategy being adopted by businesses today. Arecent article by the Harvard Business Review reported that increasing
customer retention rates by 5% increases profits by 25 to 95%! In fact,it determined that Customer Retention is the key to increasing profits.We can say that quality customer support is one of five primarydeterminants of loyalty. The number one reason why customers defectis the perception of poor service.
PREFACEFor the quality of life innovation is essential. There is a growing awarenessof the importance for the role of CUSTOMER RELATIONSHIP MANAGEMENT
for innovation. In the recent years, many organizations have identified theneed to become more customer-facing with increased global competition.
SIGNATURE TOWERS MARKETING TOWERS
Figure 2: Campaign Management Process
Usersinserting
and
retrieving
data by
Central database on a
server (Office
Sales Marketing Finance HR
8/9/2019 Campaign Management for CRM
12/85
12
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Therefore Customer Relationship Management (CRM) has emerged as theagenda of many organizational strategies. CRM is an approach which
combines people, process and technology that allows the organizations tounderstand their customer and retain the most profitable ones. Manystudies have reveled that near 70% of CRM projects failed worldwide dueto inability of the performing companies to resolve certain key issues, likeorganizational changes, integrations, and because companies view CRMas a technological project that is bound by time and budget, instead ofregarding CRM as a long term commitment to efficiency andimprovement. The investigation of factors potentially affecting thesuccess of CRM implementation is of great importance, because the CRMmarket worldwide spending is expected to reach $76.5 billion in 2005 up
from $23.6 billion achieved in 2000 according to Gartner group.A number of authors and practitioner have established many studiesregarding CRM solution but in the project we will come to know about fewsuccessful events of out CRM campaign management performed.
JAINITI PRASADSummer TraineeTechnofast Consulting Solution Pvt Ltd.
METHODOLOGYHOW DOSE A SOFTWARE AND CRM WORK TOGETHER?
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
13/85
13
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
THE APPROACH FOR MEETING THE GOALS AND OBJECTIVES FOR THE PROJECT
INCLUDES THE FOLLOWING KEY COMPONENTS:
1. Review of related studies and analysis2. Conduct a series of focused workshops like Mailing, Courier and
Telecalling.3. Conduct a market based survey4. Conduct seminars on the sales success and how sales team can be more
effective.
To perform successful campaign we have well defined methodologies
which were adopted by our team and were completely performed by our
CRM solution where among the large number of customer database we
have to choose those customer to whom we have to perform the activity
then the activities were basically been divided into few steps were knows
as workshops they were followings
1. Mass Mailings
2. Couriers and post
3. Tele Calling
First of all there was done a Tele calling to search out the prospect and
suspect customers so that we could take the next step and be sure that
which customer is more interested in our product and according to their
responses we were able to categories the customers, like if a customer is
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
14/85
14
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
willing to know about the product and also interested in the next step we
can have more contact.
According to the needs of the clients we are there to perform the next
step that was couriers and post ad Mass Mailing. We also have provided
different interactive ways to the customers so that they could make us
instant contact when ever they are in need or what ever there queries are
related to our product.
Then later the interested clients are been contacted and we fix a meeting
and understand their requirements so that they could be aware of the
technological aspects and the faults which they are occurring now in their
business.
ABOUT THE COMPANYTECHNOFAST CONSULTING SOLUTIONS PVT LTD
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
15/85
15
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
1. ABOUT TECHNOFAST CONSULTING Hierarchical View
2. COMPANIES VALUE PROPOSITION
3. VALUE ADDED OFFERINGS
4. TECHNOFAST CONSULTING ADVANTAGES
5. WHAT WE DO?
6. OUR ALLIANCES
Figure 4: Organizational Hierarchy for Technofast Consulting Sol
ABOUT TECHNOFAST CONSULTING
Technofast Consulting was founded with the recognition of the needs forquality IT Management Services and Technologies. Technofast Consulting
is focused on helping organizations to enhance & maximize theirinvestments in IT. We deliver world class consulting & implementation
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
16/85
16
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
services in the realm of IT Service Management. We have extensiveexpertise and focused approach on ITIL (IT Infrastructure Library)
consulting and implementation.
Technofast Consulting began its operations in the year 2000, in UK as anindependent Software Development and Project Management Identity.Thereafter, it expanded its operations to Germany, Japan, Singapore andnow in India as a Global Management consulting and IT solutionscompany. With some major wins, we are now heading with a distinctivefocus on Consulting and Implementation services of hybrid solutions thatimpacts businesses and its customers.
Today, Technofast is one of the progressive IT consulting organizationswith:
Proven expertise in System Integration
24x7 global support and services center
Truly diverse workforce with Indians , Germans, English, JapaneseandSingaporeans in the team
Membership of acclaimed bodies like- itSMF, NASSCOM etc.
Technofast has been offering strategic partnership to its variousprestigious clients ranging from Global 500 Corporations to SMEs.
OUR VALUE PROPOSITION
Wehelp organizations to: Introspect areas of improvement in services, be it Internal or
External.
Discover technologies and processes that enable the improvement.
Successfully implement best practices solutions through our worldclass delivery.
Deliver a WOW feeling to the customers and employees.
VALUE ADDED OFFERINGS
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
17/85
8/9/2019 Campaign Management for CRM
18/85
18
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Figure 5: Work areas of Technofast Consulting
OUR ALLIANCES
FrontRange is the market leader
Global presence, partners in 49 countries
Customers in 47 countries, etc.
Over 1.7 Million customers, over 150,000 companies, Strong brands: Goldmine, HEAT and ITSM
FrontRange architected for the distributed enterprise
Proven products/exciting roadmap
100,000s successful implementations
Prolific product plan/vision worthy of leadership
SIGNATURE TOWERS MARKETING TOWERS
ISO 20000
Assessment &
Implementations
Perform a qualitative maturity
assessment of the IT process
ITIL Training &
Consulting
Experienced ITIL certified
trainer/consultant
Vertical specific consulting
Express Methodologies
CRM GoldMineUsed by over 1.7 million users and
130000 organizations in 49
countries
Business and Customer
relationship management
solutions
Provides opportunity
management sales and quota
management.
ITIL ToolsPromoting the best in class ITIL
complaints tools
Certified by the highest rank by
Pink Elephant Inc.
Strategic customization services
Rigorous R&D road Map of theproduct.
CUSTOMER
SUCCESS
8/9/2019 Campaign Management for CRM
19/85
19
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
CONTACT US
Technofast Consulting Solutions (P)Ltd
601, Tower-A, Signature Towers,South City-1, Gurgaon-122002, India
Ph: +91 124 4070671Fax: +91 124 2380467
AREA OF THE STUDYCUSTOMER RELATIONSHIP MANAGEMENT
SIGNATURE TOWERS MARKETING TOWERS
Customer
Relationship
Management
software is now a
days one of the
most important
tools used in thebusiness
organization all over
the globe, its
market share is
increasing in a
multifold way, To
mange your
customers we needa complete
information system
and history with the
time and scheduling
features so that we
can provide our
customers a value
and they remainwith us for ever.
8/9/2019 Campaign Management for CRM
20/85
20
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Echnofast Consulting is really a very productive and knowledge
based IT consulting firm where I came to understand the various
different I.T products marketing and technical aspects.
TCustomer Relationship Management (CRM) is now an essential part of thebusiness strategy, as the development of new technologies has increasedtremendously the possible benefits for large as well as small companies.
Today, CRM is an important leverage for your company to:
Improve the service delivered to your customers Improve both your customers' satisfaction and your customer
retention Identify and recognize your best customers Optimize the processes of your customer interactions, and thus
reduce costs Capitalize on your customer knowledge Win new customers
CRM (Customer Relationship Management) is an information industry termfor methodologies, software and usually internet capabilities that help anenterprise; it is an integrated sale, marketing and service strategies,which are based on the aim to optimize the customers benefit andrelationship at long sight. Basically CRM allows us to create a database ofthe customers which describe the relationship of the customers inadequate manner so that the different working function bodies of anorganization like top management, sales people or Marketing people andelse can access the customers at the required time period. It helps us toremind our customers with in time to time about the requirements andalso about the product what a customer has purchased.
How does it happen?It doesn't happen by simply buying software and installing it. For CRM to
be truly effective an organization must first decide what kind of customerinformation it is looking for and it must decide what it intends to do withthat information. For example, many financial institutions keep track ofcustomers' life stages in order to market appropriate banking productslike mortgages or IRAs to them at the right time to fit their needs.
Next, the organization must look into all of the different ways informationabout customers comes into a business, where and how this data is storedand how it is currently used. One company, for instance, may interact withcustomers in a myriad of different ways including mail campaigns, Websites, brick-and-mortar stores, call centers, mobile sales force staff andmarketing and advertising efforts. Solid CRM systems link up each ofthese points. This collected data flows between operational systems (like
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
21/85
21
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
sales and inventory systems) and analytical systems that can help sortthrough these records for patterns. Company analysts can then comb
through the data to obtain a holistic view of each customer and pinpointareas where better services are needed. For example, if someone has amortgage, a business loan, an IRA and a large commercial checkingaccount with one bank, it behooves the bank to treat this person well eachtime it has any contact with him or her.
The above Figure shows the function of the CRM performs it starts from
the suspects from the customer database and to generate the leads so
that with more fulfillment of their requirements we can convert them into
the prospects then the qualified leads are been sent to the next step that
is to arrange the meeting between the organizational people to the
customers where we can then define the quotes that whether which
customer is going to fall in which category there comes the order
generation step which inform us to now we have to provide then service
so that there should not be any type of dissatisfaction in the customers
mind and this process is repeated to time by time.
CRM and its features
CRM (Customer Relationship Management) is a information based system
used in organizations for methodologies, software and usually Internet
capabilities that help an enterprise manage customer relationships in
organized way. For example, an enterprise might build a database about
SIGNATURE TOWERS MARKETING TOWERS
Figure 6: CRM Functions
8/9/2019 Campaign Management for CRM
22/85
22
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
its customer that described relationships in sufficient detail so that
management, salespeople, people providing service haps the customer
directly could access, remind customers of the service requirements,
know what other products a customer had purchased, and so forth.
According to one industry view, CRM consists of:
Helping an enterprise to enable its marketing departments to
identify and target their best customers, mange marketing
campaigns with information, match customer need with product
plans and offerings clear goals and objectives, and generate quality
leads for the sales team.
Assisting the organization to improve telesales, account, and sales
management by optimizing information shared by multiple
employees, and streamlining existing processes.
Allowing the formation of individualized relationships with
customers, with the aim of improving customer satisfaction and
maximizing profits; identifying the most profitable customers and
providing them the highest level of service,
By providing the means to manage and coordinate customers
interactions, CRM technology helps companies maximize the value of
every customer interaction and in turn drive improved corporate
performance,
In todays world, customer interact with an organization via multiple
communications channels-the Web, call center, field sales people,
dealers and partner networks. Many organizations also have multiple
lines ofbusiness that interact with the same customers. The challenge
is to make it easy for customers to do business with the organizationthe way the customer wants-any time, via any channel, in any
language or currency- and to make customers feel that they are
dealing with a single, unified organization that recognizes them every
step of the way.
LEVELS OF CRM
There are basically two levels of CRM
1. Operational CRM
2. Analytical CRM
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
23/85
23
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Figure 7: Multichannel CRM Model
Operational CRM creates a database of customers and the activities
they have with you. It represents your relationship with the customer and
can be categorized by leads, potential clients, and referrals e.t.c. As off
the self contact management programs become more sophisticated, they
can fulfill these operational functions. For the sole proprietor or very smallbusiness, programs such as GoldMine or ACT! Provides basic
management of contacts, leads and opportunities. A mid-sized company
without an IT department may opt for something like Prophet, which
plugs into Microsoft Outlook. Small but geographically diverse
companies have found web based programs, such as Quick base, give
them link between offices.
Operational CRM systems can hold a wealth of information that can
improve relationship and support customers. But this system alone will
struggle to provide the deeper customer understanding required addingvalue to every interaction with each customer.
Analytical CRM helps you put the customer first, with suggestions about
data mining consulting and knowledge management solutions coming
from all divisions of Yoyr Company, its important to remember that the
customer is still your top priority. Thats where analytical CRM comes in.
Customer Relationship Management is the key to the ultimate financial
stability of a company.
Its possible to share CRM data with other businesses, thanks to rapid timewireless transfer. At the time, one should be careful; when storing ones
SIGNATURE TOWERS MARKETING TOWERS
MULTICHANNEL CRM
MM
MULTICHANNEL CRM
MM
Customer
Informati
on
AnalyticsAnalytics
MarketingMarketingPartnersPartners
CALL CenterCALL Center
FieldField
WEB & EmailWEB & Email
Back
Office
Back
OfficeCUSTOME
RS
CUSTOME
RS
8/9/2019 Campaign Management for CRM
24/85
24
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
idea. Even though its cheaper and easier then ever to mine data the
customer demographic, but still one should follow the law and product
data security.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
25/85
25
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
PROJECT DETAILSCAMPAIGN MANAGEMENT FOR CRM
Project on Campaign management for CRM allows a business to grasp the
significance of all its marketing programs currently in place. Details could
include
1. Who is being targeted?
2. What offers are they receiving?
3. How often should they be targeted?
4. Who is likely candidate for our additional offers?
Campaign management ensures that the same set of customers will not
be targeted too frequently and the interested customers will not be
ignored. It also allows the company to customer database.
The project gives me a direct interaction to the customers who are willing
to know and can buy the product in future
The whole project was performed in three steps
1. Emails
2. Couriers and Posts
3. Tele callings
Once the customers need and wants are taken care of, the next step I did
was the contact management related to the needs of the enterprise. Most
businesses have many different departments that have an interest incommunicating with customers.
I also feel the experience of Customer Experience Managementwhere I
come to know how often and in what manner they wish to be contacted,
Use every opportunity to collect information about potential and current
customers and.
Campaign Management with the software GoldMine was not only being
helpful to but also at the time all the different functions working in the
organization were able to perform their activities which were scheduleand alert alarms were set.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
26/85
26
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
PRODUCT STUDYGOLDMINE - FRONT RANGE SOLUTIONS
GoldMine Software the way you want it
Over 1.7 million seats sold...
50% of the FORTUNE 500
76% of the FTSE
More than 80 vertical markets in over 40 countries
GoldMine Corporate Edition is the latest Customer RelationshipManagement solution from FrontRange Solutions and the award winningGoldMine product line. GoldMine Enterprise Edition offers a complete,modular approach that helps Sales, Marketing and Service organizationsreduce costs, drive revenue and improve overall customer interactions.
GoldMine Enterprise Edition is designed with innovative technology forgreater configurability and flexibility. These features, along with an
SIGNATURE TOWERS MARKETING TOWERS
Figure 8: CRM Software GoldMine Login View
GoldmineCorporate EditionLogin page Viewwith the id JAINITI
G
M
8/9/2019 Campaign Management for CRM
27/85
27
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
inclusive dashboard and analytics platform, provide easy access tocustomer information with improved workforce efficiency. GoldMine
Enterprise Edition is built with interaction management capabilities thatleverage the latest integration technology. Interaction Management pullstogether all disparate pieces in order to create a winning solution,allowing firms to be more responsive to their customers needs, capturingmore new customers and deriving increased revenue from existingcustomers, all while driving down the costs. This combination ofinnovative technology and proven industry best practice creates andunprecedented solution that enhances your business, the way you want torun it.
Contact and Account Management: GoldMine
Enterprise Edition captures account, contact and prospect data, all in onerepository. A central customer data master helps automate customerinteraction business processes across all divisions since the data is all inone, central location. Users can access the entire history of a contact andtrack pending activities to be fully prepared for the next interaction with acustomer. Data cleansing tools are available to help clean up existing dataand remove the possibility of new data corruption. Integrate customer andcontact interactions with commonly used contact management tools, or
existing third party customer sources for greater efficiency. Improve salesteam effectiveness by sharing calendars and customer data. Use thepowerful searching and filtering tools for quick access to customerinformation.
Opportunity and Forecast Management:
Close more sales by creating and distributing an extensible SalesMethodology for one consistent sales business process. GoldMineEnterprise Edition allows managers to automatically assign Opportunitiesvia territories, products or an extensible business rule. Sales agents canactively work on their pipeline, either individually or with the help of their
sales team, from instantiation throughout the completion of the entiresales cycle. Follow a methodology, in which the application can help guideusers to schedule follow-up tasks, track customer interactions, or suggestinformation to help the close of sale. Refine your sales process throughsales analytics that show you what factors lead to won and lost sales.
GoldMine Enterprise Edition provides sales managers a comprehensivetool to manage their subordinates forecast. Upon forecast submission,sales managers can ensure accuracy and reliability by following thecompanies best forecast business process, either out of the box, or viaextensible business rules. Forecast management enables sales
organization of any size to clearly examine the health of their business inreal time in order to increase revenue and decrease costs.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
28/85
28
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Campaign Management:
Perform data segmentation in order to create groups, or lists of prospectsfor your organization to target. Use GoldMine campaign managementfeatures to create marketing campaigns for your customer facing agentsto initiate and generate leads. Marketing tools allow companies to trackmarketing budgets, launch campaigns, maintain campaign content andtrack the sales generated from each campaign. Goldmine marketingfeatures help ensure the quality of marketing activities, customerinteractions and increase the likelihood of cross selling activities.
The Power of Automating Sales and Marketing
Now a day in business the typical needs are as follows
Centralized Client Database
Meaningful Reports
Sales Forecasting
Broadcast E-Mailing
Task Scheduling
Document Management
But there are various typical problems also for a company
Repetitive Entry of Information
Cant find important information
Multiple systems in multiple offices
Duplicate information
Lack of communication
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
29/85
29
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Building the Database
To have instant Information GoldMine provide a complete record
of the customers
Unlimited Contacts
Unlimited Notes
SIGNATURE TOWERS MARKETING TOWERS
CustomizeMaintain critical
Maintain essential
Keep unlimitedcontacts
Keep unlimited notes
8/9/2019 Campaign Management for CRM
30/85
30
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Unlimited Fields
Multiple Phone Numbers
Pending
SIGNATURE TOWERS MARKETING TOWERS
Add unlimited User-Defined fields
Store unlimited phonenumbers
Calls
Meetings
To-dos
8/9/2019 Campaign Management for CRM
31/85
31
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
History
Details
SIGNATURE TOWERS MARKETING TOWERS
Keep unlimitedinformation
Maintain History
Keep additional
Build relationships withDetails
Easy to find contacts based on adetail
8/9/2019 Campaign Management for CRM
32/85
32
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Scheduling Keeping Your Promises
Scheduling Activities
Schedule Resources
SIGNATURE TOWERS MARKETING TOWERS
Easy
Powerful
Calls
Meetings
NextActions
Schedule for
BookResources
8/9/2019 Campaign Management for CRM
33/85
33
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Manage Your Activities
Viewing Your Activities
SIGNATURE TOWERS MARKETING TOWERS
By Day
By Week
8/9/2019 Campaign Management for CRM
34/85
34
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Viewing Your Activities
SIGNATURE TOWERS MARKETING TOWERS
By Month
As a Planner
In an Outline
8/9/2019 Campaign Management for CRM
35/85
35
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Built-in E-Mail
Easy Faxing
Letters
SIGNATURE TOWERS MARKETING TOWERS
Integrated program
E-mails are linkedto the contact
One fax or sendblast fax
Easy touse
Built-in Internetmail
Select a
Effortless mailmer e
8/9/2019 Campaign Management for CRM
36/85
36
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Labels and Envelopes
Automated Processes
Reports
SIGNATURE TOWERS MARKETING TOWERS
Print envelopes
Follow-up letter
Fax
Print contactre orts
Built-in AveryTem lates
Set up an Automated
Use built-in
8/9/2019 Campaign Management for CRM
37/85
37
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Address Lists
Built-in Efficiency Fast Data Entry
Easy To Import
SIGNATURE TOWERS MARKETING TOWERS
Print your address
Create your own
Reduces typing
Eliminates humanerror
Keeps data
Use Dun &
Create custom reports
Use a built-in
Choose from adrop-downmenuUse any commonformat
8/9/2019 Campaign Management for CRM
38/85
38
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Internet Contacts
The Power of Building Relationships
Queries
SIGNATURE TOWERS MARKETING TOWERS
Route throughan automatedprocess
Identify your
Easy to import fromother contactmana ers
Add a form toyour web site
ImportInternet
8/9/2019 Campaign Management for CRM
39/85
39
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
GoldMine for Sales
Sales Analysis
Forecasting
SIGNATURE TOWERS MARKETING TOWERS
Give them what they
Search on any other field
Perform Internet Lookups
Graph yoursales
Create a salespipeline
8/9/2019 Campaign Management for CRM
40/85
40
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Opportunity Management
Scripts
Robust Security
SIGNATURE TOWERS MARKETING TOWERS
Calculate potentialsales
Track detailed
information about an
Reduce training time
Create a telemarketingscri t
8/9/2019 Campaign Management for CRM
41/85
41
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Info Center
Creating a Marketing Machine Create a Corporate
Identity
Custom Envelopes
SIGNATURE TOWERS MARKETING TOWERS
Maintain anelectronic bulletin
Customize allcorrespondence
Limit access tocertain parts of therecord
Price Sheets
Product Sheets
Forms
Add Logos ToTemplates
Create custom envelopes andlabels
8/9/2019 Campaign Management for CRM
42/85
42
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
E-Mail Marketing
Easy Faxing
SIGNATURE TOWERS MARKETING TOWERS
Send broadcast e-mails
Create a broadcast No printing orosta e
Easy to fax
Add attached files
Select a
Tem late
8/9/2019 Campaign Management for CRM
43/85
43
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Mailings
Importing Data
Dun and Bradstreet
Phone Disks
Mailing Lists
Visitors to the Website
Other Contact Managers
Exporting Lists
Merge/Purge
SIGNATURE TOWERS MARKETING TOWERS
Send one fax or send
blast fax
Use standard faxprograms
Send to one contact orall contacts
Use Microsoft Word
Merge contact
Personalize
Easy to exportrecords
Export in common
formats
8/9/2019 Campaign Management for CRM
44/85
44
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
GoldMine and the Interne Internet E-Mail
Exchanging Data Synchronize
SIGNATURE TOWERS MARKETING TOWERS
Automate the
Combine Data Check for
E-mails are linkedto the contactrecord
Send low-costmessages
LA
N
Built-in Internetmail
8/9/2019 Campaign Management for CRM
45/85
45
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Leads from the Internet
Automated Processes
Schedule a Phone Call
Send a Letter
Schedule a Follow-up Meeting
Send a Package
SIGNATURE TOWERS MARKETING TOWERS
Use the Internet tosynchronize
Add a form to your web
8/9/2019 Campaign Management for CRM
46/85
46
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Send a Confirming Fax
SIGNATURE TOWERS MARKETING TOWERS
Automate yourroutines
Automatically schedule a
Automatically send a
8/9/2019 Campaign Management for CRM
47/85
47
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
SIGNATURE TOWERS MARKETING TOWERS
Automatically schedule a Automatically send a
Automatically send an e-mail
8/9/2019 Campaign Management for CRM
48/85
48
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
GoldMine for the Company
Keep Information Up-to-Date
Eliminate Inefficiencies
Improve Customer Service
Increased Sales
Build Customer Loyalty
Encourage Repeat Business
GoldMine provides basically three more effective areas for the business
houses
1. Marketing Automation
2. Sales Management
3. Customer Support Relationship Management
GoldMine also helps you in different activities to perform some are listed
below
Contact Management
Activity/Interaction Management
Opportunity Management
Forecasting/Pipeline Management
Sales Methodologies
Integration with external data sources
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
49/85
49
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Quota Management
Configurable E-mail interaction
Literature Fulfillment
Remote Access
Campaign Execution
Campaign Analysis
Lead Import
Lead Distribution
Lead Analysis
Automated marketing Process
Holistic View of marketing activities
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
50/85
50
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
FINDINGS OF THEPROJECT
GOLDMINE = CURRENT CUSTOMERS
Its a sad fact that many companies are continuallylooking for new customers and not recognizing theGoldmine that lies within their current user base.
The Operating Lease Customer Retention Programhas been designed to mine your entire current clientbase, systematically providing advanced notice of up-grade opportunities. These notices contain detailedfinance proposals to allow your sales team to easilyupgrade your customers current equipment to yourlatest technology.
Customer Retention is one of the most challengingand rewarding aspects of Business Equipment sales. The long-term investment in customer retention
improves your business and allows your company toplan for growth into the future.
Our Customer Retention Program is based onManaging the Entire Customer Lifecycle. Financeprovides an ideal tool for being able to lock in your customer base overthe long term.
Enterprises Continue To Invest in CRM, but Buyers Are cautious
Enterprise Challenges Fuel Demand for CRM Solutions
SIGNATURE TOWERS MARKETING TOWERS
Current Customers are
the lifeblood of any
business while going with
the project I come to know
about the most precious
thing for an organization and
that are their current
customers, the biggest
favourable fact to this is that
we have spend least for our
existing customers and if
they are with us they let
other many customers to
come, because they
communicate to themselves
and discuss about thesatisfaction whatthey havealreadyachieved from us.
8/9/2019 Campaign Management for CRM
51/85
51
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Desire To Leverage Past Investments Makes Buyers Careful About NewSpending
The CRM Applications Market Will Grow At a Moderate Pace
Spending Will Remain Steady, With Services Taking an IncreasingShare Changing Buyer Interests Will Spur Faster Growth in SelectedAreas
Ares where GoldMine is masters
While working with GoldMine CRM solution I came to understand the
importance of Time management, there it helps all the different functions
working in organization to connect in a one time solution, I was able toperform the work and if the client is needed to e called or meeting or any
other performance it was directly being scheduled to the next department
and their the information was received and the next activity was
performed with a RSVP report.
Marketing Automation: GoldMine focuses marketing effort withthe help of campaign management where we can create new campaign
that automate marketing tasks and generate more leads. It creates more
effective and repeatable marketing campaigns with campaign manager.
It track activities and contact associated with a marketing
campaign
Improve conversion rates by auto mating tasks, such as mail
merges, email merge, scheduling and more.
Create more timely campaign
Analyze the effectiveness of a particular campaign
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
52/85
52
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Sales Management: GoldMine also helps you make the most ofyour valuable sales time by.
Simplifying the management of your contact
Optimizing scheduling and task management
Keeping track of your sales opportunity
Helping you manage and analyze your sales goals
Customer Service Support: GoldMine align sales support and
Marketing with the centralize account and contact information to makesbetter real time decision which enables you to keep constant
communication with customer.
Activity pursue, manage and resolve service issue
Powerful notification capabilities
Comprehensive service Dashboards
Decrease Support costs
Improve Customer satisfaction
Variety of access points
GoldMine Successful Editions
GoldMine is available in four different editions in the market where the
enterprise edition is the latest and with more interactive features for theenterprises.
GoldMineStandard
offers individuals and small teams a robust, quick-start CRM solution.
Field-proven by hundreds of thousands of users, GoldMine Standard
delivers the most-needed CRM features. This value-priced business
tool quickly pays for itself in increased sales. It is the only GoldMine
solution available for online purchase
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
53/85
53
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
GoldMineCorporate
is a CRM workhorse designed for small businesses. With robust
functionality, low total cost of ownership, and agile integration
capabilities, GoldMine Corporate provides a full-featured solution for
organizations that do not require the more extensive configuration
capabilities of GoldMine Premium.
GoldMinePremium,
an enterprise-class relationship management system, with pricing and
features designed for the mid-market, although some small businesses
with complex business processes may choose GoldMine Premium. Easy-to-
deploy service support and interaction management features ensure quick
ROI.
GoldMineEnterprise
the newest member of the GoldMine relationship management product
line, designed for mid-market and enterprise organizations. Combining the
latest in access, delivery, and integration capabilities, GoldMine Enterprise
allows you to redefine your business relationships and reinvent your sales
process.
GoldMine Editions Comparative analysis
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
54/85
54
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Success story of GoldMine
GoldMine is now used in more then 70 verticals
It is used in 49 countries all over the world
Preferred by 154 different sectors
Currently 1.7 Million users
And used in 1,30,000 organizations
SIGNATURE TOWERS MARKETING TOWERS
Figure 9: GolgMine Edition Comparative Analysis
8/9/2019 Campaign Management for CRM
55/85
55
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Figure 10: GoldMine Is Used in More Than 70 Industries
A Global Partner Network
203 Certified GoldMine Partners in 40+ countries
SIGNATURE TOWERS MARKETING TOWERS
Figure 11: Global presence of GoldMine
8/9/2019 Campaign Management for CRM
56/85
56
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
GoldMine Partners
Tools for Customer Retention
Most banks and finance companies can provide equipment finance. Butnot all financiers want to be involved in helping you win sales. Not allfinanciers keep the Retention of your Customers as their end goal.
When was the last time your bank or finance company called you to tellyou about a possible sales lead?
The Customer Retention Program provides your sales team details of up-
grade customers each month. Potentially with this tool, they could have50% of their monthly sales budget locked in. This makes reaching their
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
57/85
57
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
targets easier and enables them to spend more time concentrating onnew prospects.
Our upgrade program can utilize your current customer base to extractthis information immediately. Alternatively, we can develop this tool overthe long term once our finance program has been implemented.
Our Finance Contracts can be adapted to meet your customers changingneeds, even allowing for existing contracts to be varied to add or removeequipment, as the customers requirements change.
An important aspect of the Customer Retention Program is that our
systems have been designed and modified based on years of experience.But it has also been designed to be adaptable - so our Customer RetentionProgram can be tailored to out your current business systems.
COMPARATIVEANALYSISGOLDMINE - FRONT RANGE We invented CRM again
There are mainly two biggest competitors with Goldmine who are giving
neck to neck competition
SIGNATURE TOWERS MARKETING TOWERS
ACT!
ACT! is the worlds best sellingCRM system. An entry-levelsolution yet offers many of the
tools seen in advanced products.ACT! is available in 3 versions forsmall to medium sizedorganizations:
ACT! 2007 (v9) standard versionsupports between 1 10 userssharing the same contactdatabase.
ACT! Premium for Workgroups greater scalability andperformance for larger teams andworkgroups with higher volumes of
data. Available in 2 editions (EX &ST) for flexible deployment options
ACT! Premium for Web onlineaccess through a web browser.Deployed as standalone solution orin combination with ACT! Premiumfor Workgroups.ACT! is an easy to use, intuitiveCRM s stem and is articularl well
GoldMine is a mid-market solutionproviding an extensive array offacilities and tools including
indepth reporting capabilities andenables much greater control overuser access. Designed for mediumsized companies or departmentswithin larger corporations.
GoldMine Corporate built onMicrosoft SQL architecture.
GoldMine Premium SQL based.Features an improved interfacecompared to Corporate Edition andincludes inbuilt Service & Supportmodule. GoldMine is an advanced
product which can exchange datawith other internal data systems.GoldMine is best suited tocompetent computer usersalthough customization of theinterface is possible for beginners.Also available: GoldMine EnterpriseEdition (See p6)
Sage CRM is an advancedCustomer RelationshipManagement system connecting
teams within an organization to 1central database. 100% web basedfor fast deployment with an easyto use interface. Available in twoeditions:
Sage CRM Standard Edition designed for sales teams withbasic marketing requirements.
Sage CRM Advanced Edition incorporating Sales, CustomerService & Helpdesk, MarketingCampaign management. Suitable
for any sized organization andespecially well suited to multiplesite implementations and wherereal-time integration with otherinternal data systems is required.Sage CRM is an advanced productbut ca be used by beginners andadvanced users alike. AlsoAvailable as a hosted system,Sa eCRM.com.
GoldMine SageCRM.com
8/9/2019 Campaign Management for CRM
58/85
58
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
SIGNATURE TOWERS MARKETING TOWERS
The look and feel can becompletely redesigned andfeatures removed or hidden asrequired. Each user has a personal contactrecord which is displayed uponstarting ACT!
Intuitive design of interface withseparatescreens for Contacts & Companyrecords. Fields options include drop downlists, image and memo fields plusyes / no tick boxes.
Of the 2 editions, the CorporateEdition has a more complex userinterface. GoldMine PremiumEdition offers a more modern look& feel. The applications are built inmodules and each component can
be enabled or disabled for all orsome users. My Goldmine provides awelcome page with basicdashboards including to-do lists,recent contacts and headline salesopportunities.
Easy to navigate web interface.Featuresseparate pages for contacts,companies, plus an ability todefine custom record types. Modular design enables interfaceto be tailored for each user or
team. Change the terminology of theproduct (fields & menus) to reflectyour business terms. My CRM & Team CRM viewsprovide at-a-glance daily to-dolists, recent contact activity and
ACT!
Create formatted templates usingMicrosoft Word and personalizewith contact detail. (Web editionrestricted
Create formatted templates usingMicrosoft Word and personalizewith contact detail.
Create formatted templates usingMicrosoft Word andpersonalize with contact detail.
GoldMine SageCRM.com
Single click outputs to Excel frommost list views withautomatic formatting & pivot tablecreation.
Direct outputs to Excel from mostlist views.
Direct outputs to Excel from mostlist views.
Create hot-links to client websites.Launch web-pages based oncurrent record info (e.g. mapviews, weather reports).
Hot-links to client websites. Launchweb-pages based on currentrecord info (eg map views, weatherreports), and display web pages
As a web-based product, SageCRM can beIntegrated with virtually anywebsite or service.
Designed to work with existing e-mail client software, or directconnection with POP3/SMTP server. Can send one-off or bulk e-mails& HTML graphical email templatesreports).
Designed to work with anyPOP3/SMTP e-mail server. Can Send one-off or bulk e-mails& HTMLGraphical email templates.
Designed to work as own e-mailsystem although can work withexisting e-mail client software ordirect connection with POP3/SMTPserver. Send one-off or bulk e-mails & HTML graphical emailtemplates.re orts), and dis la web a es
8/9/2019 Campaign Management for CRM
59/85
59
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Goldmine Competitors Analysis
While working with GoildMine I came to know about many other CRM
products available in the market which are also having different featuresand limitations, few major compitetors I have selected and written their
strengths and weaknesses.
ACT!
STRENGTH
Market Leader in contact management
Ease of use
SIGNATURE TOWERS MARKETING TOWERS
Inbuilt Outlook integrationconnecting Goldmine andOutlook for a complete emailhistory.
Compatible with Lotus Notes 6.5email.reports).
Can be configured to send e-mailsbut by-passes Lotus Notesdesktop. Third party calendarintegration options available.reports), and display web pages
Full Lotus Domino Integrationincluding automated server-levelcalendar synchronization.
Can send/retrieve e-mails throughExchange reports).
Extended Integration Servicesavailable for Corporate Editionconnecting Exchange Server &GoldMine Server for 2-waycalendar synchronization betweenGoldMine and Exchange users.
Can send/retrieve e-mails throughExchange
Send emails from ACT! via Outlookto keep a copy in sent items andapply to the ACT! contact history.Or, add your ACT! address-book toOutlook & ACT! Will automaticallyattach sent emails to ACT! Alsocreate
Seamless e-mail & calendarintegration, plus Solo off-linecapability built into MicrosoftOutlook. E-mails created inOutlook are automaticallycaptured into the MMEcommunication history log.
Flat-file default structure withoption to add relational tables viaprogramming. Unlimited user-definable contactfields including text, numeric, date,
Flat-file field structure withpredefined relational dataelements and up to 233 user-definable contact data fieldsincluding text, numeric & date.
Capacity to customise & add fieldsto virtually everypart of the product.
Fully customizable screen-template interface with support forcolor, fonts and business logos
Customizable document and reporttemplates.
Configurable screen-templateinterface, with basic modifications.Customize doc. & report
templates. Customizable RecordTypes allows separate field profilesto be configured for each type ofcontact. (e.g.prospects, customers, suppliers
Look and feel of Sage CRM isfixed, however the entire structureof the product can be tailored to
meet requirements. Ability toinsert web-feeds into screens,display report data etc.
8/9/2019 Campaign Management for CRM
60/85
60
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Access to financial resources of best software and its parent sage
group.
WEAKNESSES
Limited collaboration, sales and marketing capabilities
Market precipitation as an individual contact manager.
Lack of seamless upgrade path (requires learning new application
when upgrading to salesLogix)
Which ways GoldMine scores over ACT!
Team based functionality
Application Performance
Limited upgrade path
More scalable solution 50 versus over 1,200
SalesLogix
STRENGTH
Solid front-back office integration with Best products
Access to financial resources of best software, and its parent Sage
group.
WEAKNESSES
Lack of seamless upgrade path (requires learning new application
when upgrading from ACT!)
Not .NET architected, can be positioned as behind the curve
Which ways GoldMine scores over ACT!
Lack of investment in the product
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
61/85
61
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Integration capability is included with GoldMine and is not an
odd-on module.
GoldMine includes features like Record Typing and GM + view
that are unique
GoldMine is highly customizable secure with features like
curtaining.
GoldMine contains a built in Telemarketing scripting function;
its very powerful and included in the core product.
GoldMine can integrate with the new IPCC product just nowbecoming available to the market. This is powerful
combination for any company that rules a call center and is
looking for state of the art Voice IP combined with an award
winning CRM product with over 1.5 million users.
Maximizer
STRENGTH
Offers a web based client and portal interface
Strong e-commerce capabilities
WEAKNESSES
Limited reach outside Canada
Disadvantage by relatively small size ($ 12M annual revenue)
Which ways GoldMine scores over ACT!
Requires investment in training or customization
Lacks unified view of sales matrices
Fully integrated solution is expensive
GoldMine campaign management allows for pre-emptive
events, a very powerful capability. The Maximizer products
are sequentially based and does not allow for pre-emptive
event processing.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
62/85
62
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
GoldMine includes features like Record typing and GM + view
that are the unique one.
GoldMine is highly customizable and secure with features like
curtaining.
GoldMine contains a built in Telemarketing scripting function,
its very powerful and included in the core products.
GoldMine can be integrate with the new IPCC product just now
becoming available to the market. This is powerful
combination for any company that runs a callcenter and is
looking for state of the art Voice Over IP combined with an
award winning CRM products over 1.5 million users.
SalesForce.com
STRENGTH
Hosted application
Low cost of services
WEAKNESSES
Horizontal application with limited ability to customize
Requires sensitive data to be stored outside the user organization
Ways which GoldMine scores over SalesForce.com
The true cost of ownership
Concern about your data not being within your firewall
Data retrival
Microsoft CRM
STRENGTH
4.2 Million users in the MS Business solutions unit with low CRM
penetration
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
63/85
63
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Large channel of 1,000 certified partners
Marketing and development resources (> $40 Billion cash on hand)
Reputation for product excellence by version 3 is strong enough to
freeze the market or win business now.
WAEKNESSES
Cost and complexity of deploying Exchange server and active
directory (required)
Growing belief MS is just passing through the SMB space on its wayto upper markets
Outside of their core competencies
Ways which GoldMine scores over SalesForce.com
GoldMine has a very robust functionality
Out of the box functionality that can be configured andcustomized some MSCRM customer have experienced very
high implementation costs.
MSCRMS requires a very high level of security in order to
implement.
Concurrent licensing Vs. named licensing
Solution is very Microsoft centric.
CRM INDUSTRY ANALYSISCRM SOLUTIONS IN SMALL AND MIDDLE MARKETS
There are basically three types of markets under CRM industry enterpriseMarket, Midmarket and CRM specialty tool market.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
64/85
64
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Enterprise CRM suites. This category comprises vendor solutions
primarily targeted towardorganizations with revenues of more than $1 billion per year and/or morethan 1,000 employees. CRM vendors focused on the enterprise-classorganizations typically offer a full range of functionalities, can scale toserve large user populations, and offer support for multiple languages andcountries. They offer their products primarily through the traditional on-premise license model. However, several of the leading players now offerhosted and SaaS deployment options.
Midmarket CRM suites. This category comprises vendor solutions
primarily targeted toward the SMB market organizations with revenuesof less than $1 billion per year and/or less than 1,000 employees. CRMvendors in this group also offer a breadth of CRM functionalities, but theseoften have more limited capabilities in specific areas and are simpler touse than solutions built for the enterprise market. These vendors are lesssuitable for large-scale global deployments. Vendors in this group alsooffer a variety of deployment options, including on premise license,hosted, and SaaS. Some vendors in this category have upgraded theirsolutions to be more suitable to enterprise-class buyers and are gainingacceptance in that segment as well.
I am going to focus for the CRM small and mid market where in theMidmarket CRM suitesCRM suites appropriate for firms with revenues less than $1 billion/yearand/or less than 1,000 employees, Few of the important CRM companiesare listed below in which GoldMine corporate edition comes at thesecond level in Midmarket CRM suites.
Entellium GoldMine Corporate Edition Maximizer Enterprise Microsoft Dynamics CRM
NetSuite Oracles Siebel CRM Professional Edition Oracles Siebel CRM On Demand Pivotal CRM RightNow Sugar Enterprise SageCRM salesforce.com Soffront CRM Suite
Small and medium-size businesses (SMBs)
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
65/85
65
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Defined as firms with 1,000 employees or fewer show the most appetitefor CRM. Forrester expects the SMB share of vendor revenues will expand
from todays 33% to 38% of the total market by 2010, reaching $4.2billion as firms seek to drive growth, profitability, and better customerexperience.2 Many of these firms are purchasing CRM for the first time,moving off of a hodgepodge of standalone contact managers, Excelspreadsheets, and paper to more sophisticated, centralized CRM. Inaddition to the strong demand for midmarket CRM tools coming fromSMBs, many divisions of larger enterprises are looking to midmarketappropriate solutions when they find corporate CRM deployments toodifficult to use or too difficult to keep up-to-date with changing business
processes.
Midmarket CRM evaluation Overview
CRM industry is being evaluated by various different criteria according towhich we can understand that which CRM solution is how much up to yourneeds and fulfillment. There are lots of evaluation criteria but few arelisted below divided in to three parts.
1. Current Offering, 2. Strategy, 3. Market presence
1. Current offering. We looked at the breadth of each vendors productoffering, global capabilities, and adaptation to specific industryrequirements. We evaluated vendor customer data management abilitiesand usability. Cost and the strength of their technology platforms andtools were also important considerations.
2. Strategy. We looked at the strength of each vendors product strategy
and vision and how they intend to be leaders in the enterprise CRMmarket. A very important set of criteria were focused on the means by
SIGNATURE TOWERS MARKETING TOWERS
Figure 12: Midmarket Deployment Structure
8/9/2019 Campaign Management for CRM
66/85
66
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
which vendors seek to deliver a satisfactory application ownershipexperience to their customers and how long it takes customers to realize
value from the solution.
3. Market presence. We gauged the size of each vendors customerbase and evaluated the depth of human and financial resources availableto enhance their products and serve customers.
CURRENT OFFERING
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
67/85
67
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
STRATEGY
MARKET PRESENCE
Figure 13: Evaluation Criteria
Vendors on the evaluation Criteria
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
68/85
68
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
The vendor offers functionality in a minimum of three of the following CRMsub disciplines and tools: customer analytics, customer data
management, customer service, eCommerce, field service, marketing,partner relationship management, and sales force automation.The vendor targets SMBs or divisions of large enterprises.The solution was generally available at the time of data collection for thisevaluation with at least three references available for contact.
Vendor Product Evaluated Version ReleaseDate
Figure 14: Evaluated Vendors: Product Information and Selection Criteria
Midmarket CRM vendor comparison
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
69/85
69
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Risky Belt Contender Strong Performer Leaders
STRONG
CURRENT
OFFERING
WEAK
WEAK STRATEGY STRONG
This evaluation of the midmarket CRM suites market is intended to be astarting point only. Readers are encouraged to view the detailed product
SIGNATURE TOWERS MARKETING TOWERS
Figure 15: Forrester Wave: Midmarket CRM Suites, Q1 07
8/9/2019 Campaign Management for CRM
70/85
70
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
evaluations and adapt the criteria weightings to fit their individual needsthrough the Forrester Wave Excel-based vendor comparison tool.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
71/85
71
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
SIGNATURE TOWERS MARKETING TOWERS
Figure 16: Performance Chart
8/9/2019 Campaign Management for CRM
72/85
72
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Vendors Profile
Leaders
RightNow. RightNow has strong CRM capabilities across all corefunctional modules sales, service, and marketing and has positioneditself as a tool that enables firms to deliver world-class customerexperience across all types of customer interactions. RightNow is rare inits ability to offer the same solution as on-premise or SaaS and to offersubscription pricing or traditional licensing regardless of deployment
option. The vendor has a unique focus on embedding artificial intelligenceinto its solution through research being done in its RightNow Labs division.
Oracles Siebel CRM Professional Edition. Oracles Siebel CRMProfessional Edition offersBest-of-breed CRM to the midmarket with a focus on verticals, includingfinancial servicesand healthcare. Professional Edition has a similar look and feel to Siebelson-premise product, meaning an easier transition path for companies thatoutgrow the midmarket offering. On the downside, competition from the
enterprise product and Siebel CRM On Demand, as well as ongoing post-Oracle acquisition activity, may mean a diluted focus on ProfessionalEdition.
Salesforce.com. Salesforce.coms Salesforce continues to provide aneasy-to-use, strong SFA functionality and has been expanding itscapabilities in areas like customer service, partner relationshipmanagement, and marketing features. The vendor also has best-of-breedmobile device support since its acquisition of Sendia in the first half of2006. Touting its solution as CRM for everyone, the vendor doesnt offerdeep industry-specific editions, which can mean unnecessary work on
customers plates when they have to start with a generic deployment andcreate their own verticalization.
Microsoft Dynamics CRM. Microsoft has shot gunned from a middle-of-the-pack offeringin Forresters 2005 midmarket SFA evaluation to a market leader in the2007 CRM suitesevaluation. In addition to leveraging the strong Microsoft brand name,Dynamics CRM alsoexcels at leveraging a range of Microsoft products to enhance CRMcapabilities. DynamicsCRMs UI is modeled after Microsofts popular Outlook email client,meaning a familiar user
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
73/85
73
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
experience, shorter training time, and higher adoption rates. DynamicsCRM also leverages
Microsoft tools like SharePoint and SQL Server Analysis Services to deliveradditional value.
Oracles Siebel CRM On Demand. Oracles Siebel CRM On Demandoffers strong SFA,customer service, marketing, and for an additional fee integratedcontact centerfunctionality like caller ID, availability-based call routing, and call transfercapabilities. Thevendor focuses on verticals like wealth management, insurance, high-
tech, automotive, andlife sciences and already offers deep industry-specific editions in thoseareas. The vendoralso provides a hosted data warehouse for more advanced historicalanalytics. Siebel CRM On Demand still has some gaps in customizationcapabilities like limits on number of custom objects, making it moredifficult for firms to manage industry-specific entities such as addagencies in the media sector or suppliers to manufacturing companies.
Tech Choices | The Forrester Wave: Midmarket CRM Suites, Q1 2007 2007, Forrester Research, Inc. Reproduction Prohibited February 21,
2007
Strong Performers
Entellium. Entellium offers strong sales automation and service with astrong focus on usability, customer support, and cost-effectiveness.Entellium has continued to build out its task-based UI to include featureslike activity sets and recently released a smart client. The vendor has aninnovative modular pricing model and bundles features like wirelessaccess, API access, and partner portals to offer one of the lowest prices on
the market.9
NetSuite. NetSuite is a strong all-in-one front- and back-office solutionspanning enterpriseresource planning (ERP), accounting, and eCommerce. The solution is bestfit for industries like distribution, high-tech, online retail, and wholesalethat require tight integration between the front and back office.10
Maximizer Software. With its full CRM suite, partner portals, andcustomer self-servicecapabilities, Maximizer is appropriate for smaller firms and divisions
looking for a completeCRM solution with a low price tag.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
74/85
74
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Sage SalesLogix. Sage SalesLogix is the Sage Software offering
targeted at the upper midmarket. The product offers strong all-aroundsales functionality and full offline capabilities, and it has a healthy networkof partners that offer implementation services and complementaryproducts like prebuilt connectors and mobile device solutions.12
FrontRange. FrontRanges GoldMine, one of the original contactmanagers, provides adequate SFA capabilities through the GoldMineCorporate Edition. This solution will meet the needs of most smaller firmsand divisions but lacks the breadth required by larger enterprises.GoldMine plans to release Enterprise Edition in early 2007 to meet a more
complex set of needs.
Onyx. Onyx competes primarily in the upper midmarket and smallenterprise segments,specializing in verticals like financial services, government, andhealthcare. The productsgreatest strengths are its process focus and customization capabilities,but this also means more effort to implement, maintain, and upgrade.14
SageCRM. Known as ACCPAC CRM until recently, SageCRM is a truehybrid solution. It is
owned by the same parent that owns ACT! and Sage SalesLogix, whichsimplifies the migration path for firms that start with the low-end ACT!offering and move up to SageCRM as well as for firms that outgrowSageCRM and need to move to higher-end Sage SalesLogix. The producthas adequate built-in functionality but lacks sales-related functionality likea sophisticated content repository and product catalog.
SugarCRM. SugarCRM provides open source CRM, allowing firms to getfree code to manage basic sales, service, and marketing activities andoffering more sophisticated solutions like Sugar Professional and SugarEnterprise for a fee. The open source model means that firms have thefreedom to build on that code using their own IT resources or use add-onsthat are available
Tech Choices | The Forrester Wave: Midmarket CRM Suites, Q1 2007 2007, Forrester Research, Inc. Reproduction ProhibitFebruary 21, 2007edthrough open source CRM partner and developer communities. Opensource CRM promisesfreedom from vendor lock-in, flexibility to tightly map the software tobusiness processes, and extensibility to grow with changing business
needs. On the downside, the solution requires a fair amount of IT resourceto maintain and isnt backed by the deep pockets of a Microsoft or an SAP.
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
75/85
75
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Contenders
CDC Softwares Pivotal CRM. Pivotal has a strong CRM productgeared toward the uppermidmarket. Pivotal has strong all-around CRM functionality and a best-of-breed marketingcapability thanks to its acquisition of MarketFirst. Pivotal has strongcustomization andintegration capabilities but lacks the out-of-the-box readiness that manysmaller firms desire.
Soffront. Soffront is a smaller vendor that provides a flexible, modernarchitecture that cansupport highly complex processes. On the downside, the vendor doesntprovide as much out-ofthe- box, preconfigured functionality as some of itsmidmarket competitors, meaning more work to get the solution up andrunning. And, the vendors smaller size translates into gaps in areas likeindustry-specific offerings and prepackaged, formalized professionalservices.
Business World has now understood the importance of CRM and nowsoftware products of CRM is also meeting the general criteria forclassification as an analytic application. These criteria are:
Business process support. This condition relates to packagedapplication
software that structures and automates a group of tasks pertaining to thereviewand optimization of business operations (i.e., control) or the discovery anddevelopment of new business (i.e., opportunity).
Separation of function. This condition means that the applicationcan function
independently of an organizations core transactional applications (it can
be dependent on such applications for data and might send results backto these applications).
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
76/85
76
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
Time-oriented, integrated data from multiple sources. The
applicationExtracts, transforms, and integrates data from multiple sources (internalorexternal to the business), supporting a time-based dimension for analysisof pastand future trends, or it accesses such a database.
Worldwide CRM Analytic Applications Revenue Share byRegion
Figure 17: Revenue Share of World Market. Source: Competitive Analysis by IDC
RECOMMENDATIONWHY CRM SOLUTIONS WILL BE DEMANDED IN FUTURE?
As far as I am concerned to the project I will say that executives have to
be prepared to engage themselves personally in the implementationprocess of the Customer Relationship Management. They need to
SIGNATURE TOWERS MARKETING TOWERS
Asia/Pacific
EMEA
Americans
8%
60.6
%
31.4
%
8/9/2019 Campaign Management for CRM
77/85
77
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
communicate to their employees and ask them how this project would
improve customer satisfaction, reduce work frustration, and make
employees job easier. There for it is very important that the organization
ensures the sponsorship of the key executives whose areas are going to
be affected by CRM implementation.
CRM solutions is more then a technologies now, with CRM one is operating
in a different dimension of competition finding products and services for
customers, as opposed to finding customer for the products and services
the company sells. The technology is crucial, but its also important to
have managers with the vision to imagine what this technology the
enterprise is to achieve.
No doubt right now the Indian market is not such active to acquire and
adopt the solutions of Customer Relationship Management, but with in 2
to 3 years time span there is going to be a great demand of CRM
solutions, only the reason is to manage the customers with only the
limited scopes but o provide them a value proposition which could make
them feel that really I am getting what I am in need.
CRM not only provide you a instant reply technique but a faith in
customers mind that this is only company which can fulfill their futureneed.
I would like to say that there is any type of marketing done we need a
loyal customer where a small proposition of customer database about 20
% or less accounts for a disproportionately high proportion about 70-80 %
of its revenue and profits, so while managing the customer relationships
is identification of these key customers, so we should always have to
identify those customers and focused then in a perfect manner.
CONCLUSION
CRM SOLUTIONS HOW MUCH NECESSARY?
SIGNATURE TOWERS MARKETING TOWERS
8/9/2019 Campaign Management for CRM
78/85
78
CAMPAIGN MANAGEMENT FOR CRMTechnofast ConsultingSol.
In conclusion, it is said that effective customer relationship management
is not just the function of infrastructure and facilities, technology and
information, comfort and food, and people and warmth. Its a process a
process of planning, organizing, staffing, coordinating and controlling and
budgeting. And, the process needs to be managed most efficiently for the
best of results.
I would like to say finally that a well-structured customer relationship
management can provide a wealth of invaluable market intelligence that
human nature will not otherwise allow access to. Properly done, it can be
a means of establishing performance benchmarks, measuring
improvement over time building individual customer relationships,identifying customers at risk of loss, and improving overall customer
satisfaction, loyalties and revenue. If a
Top Related