Product Management Meets Crm

7/30/2019 Product Management Meets Crm

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Copyright 2003-2009, Rally Software Development Corp

Agile Product ManagementMeets CRM(Customer Relationship Management)

Catherine Connor

Product Manager, Rally Software

[email protected]
mailto:[email protected]:[email protected]


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Rally by the Numbers


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How Rally Helps Product Managers

Agile thought leadership

Agile Product Management forum

Agile industry experts

Services

Training & coaching from experts

Agile Product Owner Workshop

Certified Scrum Product Owner Training Tools

Rally Product Manager

Prioritize backlog with CRM data

Share feature/release status to internal stakeholders

Rally Enterprise Agile project management

Integrated requirement, defect and test management

Rally Support Manager

Customer support to development transparency


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Todays Topics

CRM for Product Managers? Isnt CRM for sales?

Agile Product Management Meets CRM

Salesforce.com example

Learn More


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Todays Topics




Learn More


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CRM 101

CustomerRelationshipManagement

Not just a Contact Management system for sales

Not just a Help Desk system for customer support

Track customer information, among which:

Geography

Business Process, Organization/Role

Industry, Profile

Track sales activities, among which:

Opportunity size

Revenue amount

Win/loss data

Track marketing activities, among which: Leads

Customer registered interest

Vendors: Salesforce.com, Siebel/Oracle, MS CRM, SugarCRM


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CRM Untapped Potential

CRM - An Untapped Potential

CRM initiatives often fail because implementation was limited to software installation withoutproviding the appropriate motivations for employees to learn, provide input, andtake full advantage of the information systems

Avoid the four perils of CRM". Harvard Business Review


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CRM = Customer Relationship Management

Agile = Customer Value Delivery

CRM for Product Managers?

CRM Agile ALM

Learn more aboutyour customersand their behavior

Develop long lastingrelationships withyour customers

Include customeron the team

Deliver customervalue

To scale agile product management, you must use a CRM system

- Catherine Connor, Rally


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Delivering Valueto Customers(backlog management)

Removing theDevelopment Black Hole(communicating development status)


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Todays Topics




Learn more


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Delivering Value to Customers(backlog management)


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#1 Task: Prioritize the Backlog


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Leverage Those Who Talk to Customers

With a non-intrusive feedback submission process for sales & support

From Contacts existing customer ongoing input

From Opportunities deals impacted by lack of functionality


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Quantitative Data for Business Cases


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Removing the Development Black Hole(communicating development status)

Cl h L Wi h F db k S b i


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Close the Loop With Feedback Submitters

Sales


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Wh t H i i th N t R l ?


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Whats Happening in the Next Release?

Development status displayed to non-dev stakeholders


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Todays Topics




Learn more

I t ti S l f d R ll


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Integrating Salesforce.com and Rally

R ll S t M


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Rally Support Manager

Goal: quicklyadd customer-reported bugs to the backlog


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V l t D l


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Value to Developers

Which customersare affected byDefect B?

Which customerswill benefit from

Feature A?

Which customerswill I satisfywhen I implementFeature A or fixDefect B?

Who in supportcan tell me moreabout thiscustomer-reported defect?

Integrating Salesforce com and Rally


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Value to Customer Support


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Value to Customer Support

How can I tell if acustomer issue hasalready been identifiedby QA?

How do I quicklyescalate acustomer-reported bug?

How can I notifycustomers when their bugssuggestions havebeen addressedin a release?

How can I tell whetherdevelopment isworking on acustomer bug?

Customer SupportHelp Desk

Ops

Integrating Salesforce com and Rally


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Value to Sales


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Value to Sales

Which suggestionsand defectshas my customerreported, andwhats their status?

Whats developmentworking on forthe next release?Which of my customers

will be delighted bythe next release?

Account ManagerSales Manager

Executives

T d T i


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Todays Topics




Learn More

Learn More


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Learn More

Read Forresters blog The Product Team Needs a CRM system?

Inquire which CRM system is in place in your organization

Install a free trial of Rally Product Manager fromwww.salesforce.com/appexchange/

New to agile? watch ourrecorded webinarHow Product Management Must Change to Enable the Agile Enterprise

View a Rally Product Managerdemo athttp://www.rallydev.com/products/demo_center/

Rally Software has a nice integration between their tools, designed to support Agile

development teams, and the Salesforce CRM system.. Very slick, particularly in howthis example shows the value of integrating CRM with other things.As of today, CRMhas a lot of untapped potential.

- Tom Grant, Forrester Research (Oct 2008)
http://www.salesforce.com/appexchange/http://www.rallydev.com/products/demo_center/http://www.rallydev.com/products/demo_center/http://www.salesforce.com/appexchange/


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Thank You

Catherine Connor

Product Manager, Rally Software

[email protected]
mailto:[email protected]:[email protected]

Documents

Product Management Meets Crm