Why do you as a Customer, many times stick to your Vendors? Bottom-line: Don’t just install CRM or subscribe to a cloud CRM and expect it to “Work” for your Company

1. Making the CRM “Work”
Authored by Sreejesh K M, CTO TBC-World group

2. 2014 TBC-World 2
KEY FACTS
Source: Microsoft Dynamics CRM Research
Bottom-line: Don’t just install CRM or Subscribe to a
cloud CRM and expect it to “Work”
A CRM tool helps in Centralized Management of Marketing efforts,
Business Development efforts, Sales efforts and Customer Relationship
efforts in pursuit of Org Goals

3. 2014 TBC-World 3
 Why do we go to same Doctor
again and again?
 The Doctors knows me!
 Why do you as a Customer,
many times stick to your
Vendors?
 Some Vendor knows you and is
able to understand and deliver
better
 A Long term Relationship is
essential for creating lasting
Success
CUSTOMER RELATIONSHIP

4. 2014 TBC-World 4
 A Doctor is one Individual – But, a Company
on the other hand have a number of
employees (who may be keep changing as
well!)
 Company / Organization Goals
 Manage Pipeline, Revenue, Profit
 Customer Retention
 “Understand” the Customers
 “Deeply Understand” the Most Valuable Customers
 Manage Leads and Lead Management Life Cycle
 Manage Accounts, Opportunities and Sales Life
Cycle
 Customer Support
 CRM tool is part of Strategy towards
achieving Organization goals
WHY A CRM TOOL?

5. 2014 TBC-World 5
 Pick top 2 or 3 Goals
 Deeper Info on Customers
 Manage Leads and Lead
Management Life Cycle
 Manage Accounts, Contacts,
Opportunities and Sales Life
Cycle
 There can be more Goals
but define them
 All stakeholders must understand
and agree on the goals
WHAT ARE YOUR CRM GOALS?

6. 2014 TBC-World 6
 Integrate Email, Chat, Inbound and
Outbound Calls, Social Media
 Email Integration is bare minimum
 If other integration not present, please
do have the records of Communication
in CRM as comments
 Customize the CRM Tool
 Define roles, access permissions
 Customize the Sales Stages.
Add/Remove more Lead Sources Or
add Type of Business etc…
 Decide what is mandatory/optional to
capture as part of Key Entities like
Leads, Contacts, Accounts and
Potentials
 Decide the default values
INTEGRATE, CUSTOMIZE

7. 2014 TBC-World 7
 Define the key CRM terms and
make an effort to make
everyone understand the
defined terms and what it means
 CRM terms - sometimes mean different
things to different people.
 A lot of CRM terms, have been
implemented differently by different CRM
vendors, adding to the confusion
 Explain the terms to the concerned Top
management as well – Don’t assume that,
they know it
NO AMBIGUITY

8. 2014 TBC-World 8
 Lead
 A Lead are the individuals or representatives of
Organizations who are likely to show/shown interest in
your products or services
 Lead Management
 Lead Management involves 'Lead Capture', 'Lead
Qualification', and 'Lead Conversion Process'
 Lead Conversion Process
 Converts Qualified Leads to 'Accounts' (Accounts can
be treated as Customers or Clients loosely, but better to
use the term Accounts itself), 'Contacts' and
'Potentials'. Lead Conversion doesn't mean, they are
our Billable Clients already
CRM KEY TERMS AND WORKFLOW

9. 2014 TBC-World 9
 ​Sales Cycle
 Gets started only on a "Converted" Lead. “Converted” means,
converted to Accounts, Contacts, and/or Potentials.
 Sales Cycle Stages
 Sales Cycle involves sequence of Stages as below, and
in the below order
• Stage 1. Need Analysis
• Stage 2. Solutioning
• Stage 3. Quotation
• Stage 4. Negotiation
As we move to higher Stages of Sales Cycle, our probability of
winning a deal increases, and uncertainty decreases.
Note: Feel free to customize if there are more stages in your firm
CRM KEY TERMS AND WORKFLOW

10. 2014 TBC-World 10
 ​Potential
 Potential is nothing but a Sales Opportunity. New Potentials can
created from an existing Account. In CRM tool, Potential can be
created during the Lead Conversion process also.
 Account
 An ​Account is Company or Organization that reached the Sales
Cycle with us. An Account should have at-least one Contact. An
Account gets created during the 'Lead Conversion Process'.
Prospects or Customers stay as Accounts in CRM
 Contact
 An Account can have one or more Contacts. Sales Cycle
Communications with the Accounts are done through their
Contacts
CRM KEY TERMS AND WORKFLOW

11. 2014 TBC-World 11
 Form CRM team,
assign roles, explain
Goals, Terms and
workflow, Train new
and old users
 Have a person in the
team, in Charge of
 Data Privacy
 Data Segmentation
CRM TEAM

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 Share insights
regarding Leads
and Accounts to
Marketing team for
better campaigns
 Improve Inter-team
and intra team
collaboration
 Share the
Dashboard to
Management for
high level view
CONTINOUS IMPROVEMENT

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 Customize Reports aligning
with Goals
 Use the power of Reports
and see Planned vs Actual
Goal Achieved status
REPORT

14. 2014 TBC-World 14
Thank you
Queries if any, please connect with me on linkedIn
in.linkedin.com/in/sreejeshkm/