SugarCRM 2012年5月16日 webinar所用的PPT上传给大家共享。

1. 1

2. 如何在CRM项目早起获得成功
- 10个步骤选择正确的CRM
May 16, 2012
©2011 SugarCRM Inc. All rights reserved.

3. Agenda
l 3个选择CRM的常见错误
l CRM项目初期成功路线
l 选择成功CRM的10个步骤
l 五个方法确保成功CRM实施
12-5-16 ©2012 SugarCRM Inc. All rights reserved. 3

4. 何时应该考虑购买或者更换CRM系统？
l 销售下滑
l 客户丢失
l 说明问题的重要数据丢
失
l 客户数据越来越重要，
越来越庞大，越来越复
杂，导致难以管理
l 数据逐渐关联到企业的
不同部门
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5. CRM前期成功路线
l 10步选择正确CRM解决
方案指导
l 5个方法来确保一个成功
的CRM实施
l 使你的CRM项目实现初
期成功
l 5个方法在你的销售团队
内提高CRM接受度
12-5-16 ©2012 SugarCRM Inc. All rights reserved.
©2011 5

6. 3个选择CRM时的常见错误
l 未仔细考虑新CRM系统需求背后的驱动力量
l 科技主导
l 未辨别CRM项目目标
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7. 10步选择正确的CRM解决方案
l 理解你的目标
l 定义你的需求
l 遵循一个流程
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©2011 7

8. 第一阶段
l 了解自己
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9. 1. 看自己的企业
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10. 2. 为团队选择合适的人
Follow Erin on twitter @EbullientErin
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11. 3. 政策性条款
l 金融－格雷姆-里奇-比利雷法
l 健康－HIPAA
l 共有公司－Sarbanes-Oxley 法案(SAS70标准)
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12. 4. 预算，CRM运营方式
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13. Result
l 一个需要改善的流程和活动列表
l 一个CRM决策团队，包括CRM用户
l 了解必须遵守的政策
l 大概的预算和打算如何使用CRM
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14. 第二阶段
l 了解你的需求
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15. 5. 整合需求
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16. 6. 支持需求
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17. 7. 立体市场需求
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18. 8. 功能性需求
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19. 9. 财政要求
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20. 10. 厂商要求
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21. 遵循一个流程
l 目标
l 流程
l 人
l 科技
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22. 目标
流程
客户
人
科技
©2009 SugarCRM Inc. All rights reserved. 05/08/09

23. 市场 销售
目标
流程
客户
人
科技
服务
©2009 SugarCRM Inc. All rights reserved. 05/08/09

24. 市场 销售
目标
流程
客户
人
科技
服务
©2009 SugarCRM Inc. All rights reserved. 05/08/09

25. 市场 销售
目标
流程
人
客户
科技
服务
©2009 SugarCRM Inc. All rights reserved. 05/08/09

26. 5个方法确保成功CRM实施
l Get Buy-In
l Ensure Functional
Alignment
l Identify a Beachhead
l Make CRM The
Process Entry Point
l Scrub Data
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27. Get Buy-In
l Every CRM effort needs a
champion – preferably at the
C-level
l Every manager needs to be
a champion, too, starting
with sales managers
l A lack of a champion sets
the tone for all users
l Champions are there at
every step of the way
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28. Ensure Functional Alignment
l Examine your customer-facing processes
l Talk about what works and what doesn’t
l Decide on key performance indicators (KPIs)
Sales: Lead to Pipeline, Pipeline to Forecast,
Forecast to Close
Marketing: Lead to Qualified, Lead to
Forecast, Lead to Close
Support: Incident Volume, Incident
Disposition Rates, Renewal Rates
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29. Step Three: Identify a Beachhead
l CRM projects are not
“big bangs” – they’re a
series of small victories
l Identifying beachheads
from project to project
allows you to seize on
successes and catch
failures early
l Resist the temptation to
enlarge scope or
expand your goals
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30. Make CRM the Process Entry Point
l Take the option of not using
CRM off the table
l Make CRM the place where
your employees go to:
Complete weekly lead reports
Complete weekly sales
forecasts
Enter support incident reports
…Among other tasks
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31. Step Five: Scrub Data
l “Dirty data” is the secret killer of
CRM success
l Use tools and services that
validate accurate data, append
missing fields and merge
duplicate records
l Build a profile of the data you’re
looking to collect and the
formats you want to store it in
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32. 早期获得CRM项目的成功
l Think Big
l Start Small
l Move Quickly
l Celebrate Often
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33. Think Big
l 了解你的目标
l 短期长期分离
l 可衡量化
l 有基线
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34. Start Small
l 定义前30天的目标
l 由一小部分先适用的人起
步
l 由简单流程开始
l 针对基线衡量
l 庆祝你的成功！
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35. Move Quickly
l 成功孕育成功
l 洋葱的不同层
l 永远不要忘记原始目标
l 抛离感情来衡量目标
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36. Celebrate Often
l 克服改变带来的恐惧的
最好方法是庆祝成功
l 成功孕育成功
l 对于里程碑的纪录和汇
报对你的成功有巨大意
义
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37. 5个方法来在你的销售团队内快速推广CRM
l 整理所有活动
l 自动化报表
l 共享情报
l 访问社交数据
l 自动化重复流程
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38. Questions?
richard.qi@srforce.com
@Richard_Qi, @索孚方科
www.srforce.cn