Collaborative CRM: The Center of the Enterprise 2.0 Universewww.mindtouch.com

Aaron Fulkerson

@roebot

We’ve got to bridge these damn silos!

One to many information dissemination

Follow the “manual”

Replaceable factory workers

Many to many information dissemination

Contributing stakeholders

Valued artists

Specialization and the transition to the web is fragmenting data.

Silo Proliferation

EnterpriseApplication Silos

DatabaseSilos

OfficeProductivity

Human /DepartmentalSilos

WebServices

Increasingly challenging:

1. Accessing data (internal and

external)

2. Making actionable

3. Sharing and collaborating

Web 2.0 – A Silo Explosion

Disconnected Ecosystems of Chaos

Services

Marketing

Customers

PartnersProduct Development

Sales

SupportAccount

Management

• Single user desktop app many contributors in web browsers• One to many many to many• More stakeholders in more locations• Isolated silos of content (varied formats)

Many examples in the customer lifecycle of lossy communications.

Information Asymmetry

Creates lost revenues...

Information Asymmetry

…and unhappy customers.

Information Asymmetry

• Decision maker relationships not recognized

• Support intelligence not used to up sells• Assets exist, but not used• Product capable, but not communicated• Brand under attack, no response• Easily addressed market never targeted• Services scope misaligned

The symptoms of information asymmetry.

Lost Revenue and Unhappy Customers

Another marketing term. YAY! Providing social context.

SocialCRM

Information Symmetry

Services

Marketing

Customers

Partners

Product Development

Sales

SupportAccountManagement

Increasingly challenging. Increasingly important.

Customer Contact Occurs Everywhere

• At the tradeshow booth

• Contact forms on the web

• Q&A during webinars, live chat

Challenge:

• How do you capture, rank and share this information so early in the lead lifecycle?

Turning Leads into Prospects into Customers

A glut of critical information and process.

As Leads Qualify, Interactions Increase

• Qualification calls

• Marketing nurture campaigns

• Sales tools introduced

• Calls to action made

Challenge:

• Is there an effective way to track what was sent, when and by whom?

Each of These Activities Has a Response or Reaction Tied to Them

Turning Leads into Prospects into Customers

Turning Leads into Prospects into Customers

Opportunities Materialize

• What assets do I need to make this deal a reality? Whitepapers, demos, webinars, case studies, silver bullets…

• What other groups within my company are going to participate?

• Am I working this deal with a partner?

• Services involved?

Challenge:

• Now that an opportunity has been created, how do I best manage the activities of all those who will help me get this deal done?

Managing, servicing, supporting and renewing accounts.

The Sales Hand Off

Hand off to Support and/or Services

• What did sales tell you?

• Who scoped this?

Challenge:

• Misaligned expectations

• Account renewal

• Up/Cross selling

• Satisfaction

Services

Support

AccountManagement

salesrep

product mgr

sales eng

legal

support

services

partner

It’s Takes a Team

Information silosSupport ticketing

Financial systems

Order management

Service contracts

Context switchingInternal systems

Online sources

Lack of group and departmental collaboration------------------

Information Asymmetry =

LOST Revenue

Dissatisfied customers

CRM Only A Piece in the Puzzle

Collaboration and data aggregation.

In Context Collaboration and Information Symmetry

Managing, servicing, supporting and renewing accounts.

A Gapless Process

• Silos federated:

• Accounting

• Support ticketing

• Social networking

• News

• Twitter/blogs

• Process documented

• Stakeholders auto-messaged

• Tacit Knowledge captured

• Customer needs and desires well understood

• Product well-informed

Services

Support

AccountManagement

• Enterprise Intelligence• Internal data sources: ERP, AP, support ticketing, files….

• Online and Social intelligence• News, twitter, blogosphere, social networking, subscription data sources

• Collective intelligence• Tacit knowledge

-------------------------------

MORE Revenue

Happier Customers

Benefits

• Decision maker relationships recognized• Prospect’s needs recognized• Customer Support a profit center• Assets and silver bullets fully utilized• Brand attacker turned into evangelist• More targeted products and services• Services higher margin• Customer experience personalized

The symptoms of information symmetry.

More Revenue and Happier Customers

Collaborative CRM for SugarCRM Customers

Seamless Integration with Your Existing SugarCRM Deployment

• Create collaboration project directly from SugarCRM opportunity page

Enterprise Intelligence

• Share deal data and documents with team members

• Take attachments out of email and collaborate

Jointly Developed with Levementum, the Leading SugarCRM Consulting Partner

Immediate Benefits, Immediate ROI

Greater Visibility, Fewer Surprises

• Drastically reduce the ‘gotchas’ that can derail an opportunity

• Activity stream monitoring allows you to see most recent contacts made within the opportunity

Organized, Accessible Customer and Opportunity Information

Close Deals Faster, More Efficiently

• Reduce the friction in the sales process

Collaborative CRM Brings Teams Together

Marketing

Partners

Product Development

Sales

Product Management

Your Sales Opportunitie

s

Legal

Collaborative CRM Creates an Information Advantage

Tangible Value of Collaborative CRM

Increases deal efficiency, revenue and customer satisfaction.

Lowers the cost of sharing, organizing and discovering information

Supports the creation of internal networks for continued, repeated knowledge exchange

Summary

Collaborative CRM • A cornerstone of any high velocity sales

environment• Creates information symmetry across internal and

external teams• Breaks down barriers, by sharing the critical data

that helps close deals faster, and better manage customer relationships

• More money• Happier customers

Aaron Roe Fulkerson, @roebotCEO/FounderAaronF@MindTouch.com619.931.2319

Thank You

Questions?