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7/31/2019 Crm 4 Crm in Sales
1/19
Dhruv Nath
CRM 3.2CRM in Sales
Sales Force Automation
7/31/2019 Crm 4 Crm in Sales
2/19
The CRM System
CRMSystem
Shared
Data Base
Marketing
Sales
Customer Support
Management
Customer
Operational CRMAnalytical
CRM
Call Centre
Call Centre
7/31/2019 Crm 4 Crm in Sales
3/19
Case : Sales Pipeline Management
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Solutions
A formal method of monitoring each possibleorder
Selling Process / Selling Cycle (disc)
Exercise : BuyingProcess
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The Buying and Selling Process
RecogniseNeed
EvaluateOptions
EliminateDoubts
Decide
REED
DevelopNeed
ProposeSolution
EliminateDoubts
Close
Open
ODPEC
Buying Process Selling Process ?
7/31/2019 Crm 4 Crm in Sales
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Sales Pipeline / Funnel - disc
DevelopNeed
ProposeSolution
EliminateDoubts
Close
No. of
opportunities
Value
(Rs Million)
80
200
45
20
3,000
10,000
1,200
300
What do we get out of monitoring this Sales pipeline ?
7/31/2019 Crm 4 Crm in Sales
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What do we get out of monitoringthis Sales pipeline ?
Health / Shape of the funnel
Where do we need to focus
Delays in progressing from stage to stage
Who requires what kind of Training / Support Product Management issues
.
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Solutions
A formal method of monitoring each possible
order
Selling Process / Selling Cycle (disc)
Keep track of
Accounts Contacts
Opportunites
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The SFA Triangle
Accounts
Contacts
OpportunitiesWhat do we monitor
in each ? Disc
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Accounts
What do we monitor
Organisation Structure
Transaction History
Problems
Contacts
Opportunities
Hidden Orgn Structure
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Contacts
What do we monitor
Education Experience
Family
Hobbies
Likes / Dislikes
Attitude towards us
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Opportunities
What do we monitor
Stage in the SalesProcess
Contacts involved at
each stage Actionables
Meetings
Similar Opportunities
elsewhere.Sales Funnel /
Pipeline Management
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Solutions
A formal method of monitoring each possible
order
Selling Process / Selling Cycle (disc)
Keep track of
Accounts Contacts
Opportunites
Examine past trends
Probability of conversion dependent on
7/31/2019 Crm 4 Crm in Sales
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Solutions
A formal method of monitoring each possible
order
Selling Process / Selling Cycle (disc)
Keep track of
Accounts Contacts
Opportunites
Examine past trends
Probability of conversion dependent on
Data on each Sales Exec
Optimism / Pessimism levels
Abilities in specific stagesPrint
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CRM Implementation Options (Disc & Compare)
Installed in the client organisation Major One time expense
(Capex)
Dedicated system
Highly customisable
Responsibility with the client orgn
Data within the client orgn.
Therefore Security
Upgrades tougher to implement
Must plan infrastructure for peak
loads
Responsibility for scalability with
the client orgn
Installed on the vendors server
Expense over time : Pay per Use
(Opex)
Shared system (could ask for a
dedicated server , but expensive)
Limited customisability Responsibility with the vendor
Data external. Therefore Security
issues. But can keep critical data
in the client orgn
Automatic upgrades
Loads can fluctuate. Taken care
of by the vendor
Automatic Scalability
On Premise (Bought Out) SaaS (Software as a Service)
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How is SaaS implemented ?
Cloud Computing
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How are companies using SaaS for CRM ?
SMEs Significant use of SaaS
Minimal investments
Large Companies Use Saas on experimental basis
Maybe Hybrid
As usage grows, shift to On-Premise mode
Lower cost (Fixed Cost vs. Per Use Cost)
More customisation possible
7/31/2019 Crm 4 Crm in Sales
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The CRM System
CRMSystem
Shared
Data Base
Marketing
Sales
Customer Support
Management
Customer
Operational CRMAnalytical
CRM
Call Centre
Call Centre
7/31/2019 Crm 4 Crm in Sales
19/19
Dhruv Nath
CRM 3.2CRM in Sales
Sales Force Automation