1.
Doing More, With Less. But How?
Effective Lead Generation & Pipeline
Management
Don Lamping
Associate Director, Surgeon Communications (CRM)
Zimmer Holdings, Inc
February 11, 2009

2.
My Biography
•18 years at Hillenbrand Industries
•Recently joined Zimmer
•Facilitator for Indiana Wesleyan University’s
Online Business Management Program for
9 years
•Recent speaking engagements
•Frost and Sullivan – SanFrancicso, CA
•ISM, DestinationCRM – New York City, NY
•CRM Summit – Winterthur, Switzerland
•Married to Beth in 1997,we are the proud parents of 5 boys ranging
from 10 years to 6 months.

3.
Three Critical Ingredients
We all have different levels of CRM maturity within our organizations
•Basic
•Intermediate
•Advanced
Roadmap for successful implementation of CRM in your Organization
•Executive Sponsorship and Steering Committee
•CRM Team
•User Adoption
Insight to harnessing CRM for revenue growth
•Integration of Sales and Marketing efforts
•Campaign / Lead integration
•Social Networking – LinkedIn / Facebook / MySpace
•Analytics, alerts, dashboards, reports

4.
Doing More, With Less, But How : Effective Lead Generation & Pipeline
Management
CRM (customer relationship management) is an
information industry term for methodologies, software,
and usually Internet capabilities that help an enterprise
manage customer relationships in an organized way.
• Increased per-customer revenues
The Payoff
• Enhanced cross-sell and up-sell
• Trimmed sales cycles
• More-efficient call center operations
• Improved sales forecasting
• Fewer customer problems
• Better-informed marketing decisions

5.
Billion
Global Internet Users
1.4
1.2 Rest of world
Japan
Asia/Pacific
1.0 W Europe
US
0.8
0.6
0.4
0.2
0
1999 2000 01 02 03 04 05 06 07 08 2009
Source: Merrill Lynch

6.
Google search on
CRM produced
over 6 million
results

7.
CRM in the Healthcare Industry

8.
Why CRM is a Customer
and Competitive Necessity
•It can typically costs up to 10X to acquire a new customer
as it does to retain an existing one
•“Some companies can boost profits by almost 100% by
retaining just 5% more of their customers.” Harvard Business
Review (Reicheld & Sasser)
•Most companies lose 50% of their customers in 5 years
(Harvard University)
•The web customer is ‘only 1 click away from your
competition’

9.
“The Perfect Storm”
•Changing Business Environment •Large Amounts of Data
•Economic Conditions/Crisis •Many Analytical Tools
•Mindshare with Customers
•Increased Competitive Pressure
•Social Networking
•Lowered Competitive Barriers

10.
A Collaborative Effort
Customer
Partners
Education
Support Marketing
Customer
Customer
Service Sales
Data Insight
Customer

11.
Capabilities Value Map Vision
Best Practice – Create a CVM
Revenue Generation
Customer Increase Grow Existing Customer
Profitability Revenue Customers Retention
Marketing
Improve Sales Acquire New Increase Sales To Increase Sales
Effectiveness Profitable Existing Customers Retention of Service &
Customers Existing Support
Customers
PRM
Data-Insight
Consistent Sales Personalized Customer
Methodology Marketing Campaign Interactions
Partner
Automatic Competitive Management & External
Customer Survey Opportunity Pipeline
Information Measurement
Visibility
Activity Management
Account Intelligence Web-2-Lead
SLA Management
Improve Customer
Team Selling Lead Generation and
Satisfaction Personalized Customer
Qualification
Sales Content Interactions
Cross-sell and up-sell
Competitor Data
Idea Sharing
Management
Repeat Satisfaction
Risk Cost
Mitigation
Methodology Savings

12.
Sales Marketing Playbook (Collaboration)
•Ownership
•Keep It Simple
•Leverage Technologies
•Accountability
•Follow-through
•Seamless Integration Both
Business Processes
•Data-driven Analytics

13.
Acquire Customers/Grow Your Business

14.
6 major stages for an effective
lead management program:
1. Lead Generation (generating inquiries)
2. Lead Qualification (are they a fit? Are they sales ready?)
3. Lead Nurturing (cultivating early stage leads)
4. Lead Distribution (hand off from marketing to sales)
5. Lead Pursuit (sales process and pipeline)
6. Lead Tracking and reporting (closing the loop between
sales and marketing)

15.
Closed Loop Lead Management Payoff
•Aligns sales and marketing effort
•Allows for multiple lead generation vehicles, including e-mail,
referrals, public relations, speaking events, blogs, podcast,
webinars and more
•Assists in identifying and prioritizing your best prospects
•Avoids lulls in the sales cycle with quicker allocation and
processing
•Allows for a dialog with other employees or partners to assist
with the lead processing
•Helps target prospects early in the buying process and makes
the most efficient use of sales productivity and marketing
resources.

16.
Sample Lead Management Metrics
Status Count %
Dead Leads 4295 48%
Lead Pipeline
Working lead 3429 40%
Opportunities 934 11%
Wins 117 1%
Lead ROI

17.
Manage Customer Relationships

18.
Customer Profile
Customer info
Name, address, - Type Activities
Phone, email - Needs
Relationships - Dates
- Preferences - Yrs Service
- GPOs - Opportunities
- FY
- Affiliates
- Follow-up
- Influencers
Products
Marketing - Capital
- Campaigns - Rental
- Sub-Categories
- Cross/up sell - Volumes
Financial
Competitive info - Profitability
- Products Customer service - Credit holds
Operations
- Prices - Current Issues - Ts & Cs
- Shipments
- Historic Issues
- Open Orders
- Satisfaction

19.
Customer Life Cycle (CLC)
RELATIONSHIP
AFTER SALES IDENTIFICATION,
SUPPORT ANALYSIS
DECISION VALIDATION
COVER THE
PROPOSAL DECISION MAKERS

20.
What Benefits CRM Brings to You
 Revenue
 Customer satisfaction / retention
 Campaign effectiveness
 Forecast visibility
 Risk
Dashboards
• Graphical visibility
• Critical Business Statistics
Reports
• Business Metrics
• Segment and summarize
Collaboration
• Customer / Prospect Interactions
• Team selling
• No surprises (integrated cust.srvc.)

21.
Mobile

22.
Streamline Service and Support

23.
Three Basic Ingredients
We all have different levels of CRM maturity within our organizations
•Basic
•Intermediate
•Advanced
Roadmap for successful implementation of CRM in your Organization
•Executive Sponsorship and Steering Committee
•CRM Team
•User Adoption
Insight to harnessing CRM for revenue growth
•Integration of Sales and Marketing efforts
•Campaign / Lead integration
•Social Networking – LinkedIn / Facebook / MySpace
•Analytics, alerts, dashboards, reports

24.
Questions and Answers

25.
Thank You