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Winning & Retaining Clients, Part II Targeting Technologies and Tapping Your Market Dawn Marie Yankeelov President, ASPectx [email_address] www.aspectx.com

The CRM Industry Corporate CRM Spending >$1 Trillion (U.S.) Consumer 100,000 Independent CRM Vendors ($700 Billion) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

I. Growth in CRM “Tech” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is a CRM tech tool? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining CRM Tech Options “ Small and mid-sized businesses would never have been candidates for enterprise applications in the past. Nobody seems to know what is going on and the customer often has more knowledge than the company. That is the Achilles’ heel of businesses today.”—Steve Papermaster, founder of Agillion.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Industry Problem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Inefficient Marketplace = High Search and Maintenance Costs

Selecting CRM Tools ,[object Object],[object Object],[object Object],[object Object],[object Object]

Tribulations: The Barriers ,[object Object],[object Object],[object Object]

CRM Shifts Cause: Relationship Management Becoming Critical Effect: CRM to satisfy any appetite Cause: No Time to Learn It or Teach It Effect: Simplification in Web-based models Cause: Demand for Analysis & Tracking Continues to Rise Effect: Point ‘n Click Stats on Demand Cause: Spending Getting Scrutiny of CEOs Effect: ASP Models Stand a Chance to Deliver CRM

Eye-Openers Spending on ASP services will grow to $7.7 billion in four years, from $30 million in 2000. However, this is not new monies, just a reallocation of funds. Software vendors are expected to see revenues diminish. --- IDC Corporation Forecast, ASPNews.com, 8/17/2000 CRM, education and training—less than a third now using ASP model --- Zona Enterprise Usage Study, 2000

Metrics for Purchases Should Remain the Same ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tap the Potential of eCRM—Web-based all the Way ,[object Object],[object Object],[object Object],[object Object]

Total Cost of Ownership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Total Cost of Ownership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Total Cost of Ownership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CRM Mainstream Migration ,[object Object],[object Object],80s 90s 2000 2002 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CRM Marketers Break with Tradition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Integration Outside The Product Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Moderate-Cost Entries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

New Low-Cost Web Entries E-business Dashboard—Free personal homepage. Keeps tabs on customers, includes personal organizer and headlines Tasks and Email—Tracks Tasks and Personalized Email Acct. Activities and Notes—Permanent searchability on customer activity Group Calendar—Review and update daily, weekly or monthly on the web schedules Monthly Fee Personal Pages—password-protected websites Shared Contacts—Customer Interaction Database that allows users one secure, central place to store and access customer information and activity Product Offerings Low-cost Web-based CRM with messaging functions. Product The company is aimed at small businesses Product: Agillion.com

The Hotcakes of the Category ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The CRM Player Bringing Home the Bacon ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

II. Wireless and working ,[object Object],[object Object],[object Object],[object Object],[object Object]

CRM “Hot Spots” Source: The Yankee Group, Wireless CRM, 2000. “ The U.S. mobile and remote-worker population will grow 41% from 39 million in 2000 to 55 million in 2004. Field sales professionals comprise the largest percentage of this remote-worker population.”

CRM Ramping Up Estimate of Corporate Applications Designed for PCs and Internet Devices. Source: Morgan Stanley Dean Witter Equity Research. IDC, and Yankee Group, 2000 studies. “ Fast ramp” window

CRM Plays ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Palm: Success Stories Source: Palm, December 2000

Palm: Present CRM Partners Source: Palm, December 2000

Palm: CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Palm, December 2000

III. Public Relations Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Integrating Your Vision ,[object Object],[object Object]

Media Relations Targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ROI Considerations ,[object Object],[object Object],[object Object]

Traditional Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]

Do It Yourself Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object]

III. eMarketing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Hunt and Kill the Targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing in A Box ,[object Object],[object Object],[object Object]

Marketing in a Box ,[object Object],[object Object],[object Object]

Marketing in a Box ,[object Object],[object Object],[object Object],[object Object]

Marketing in a Box ,[object Object],[object Object]

Companies in Enterprise Marketing Automation ,[object Object],[object Object],[object Object],[object Object],[object Object]

IV. New Tools and Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WrapUp ,[object Object],[object Object],[object Object],[object Object]

Aspectx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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