CRM Case 2: BOD Presentation - Salesforce Application - Simulation situation
-
Upload
charlotte-lee -
Category
Marketing
-
view
398 -
download
5
description
Transcript of CRM Case 2: BOD Presentation - Salesforce Application - Simulation situation
LOGO
TelTech BOD Presentation
2012 Sales Forecast
Lee Charlotte 2013 MSc Marketing
Agenda
Current Situation
3 Optimal Selection
Global Strategy
Business Objectives
Some Focuses
New CRM Strategy
1
2
4
5
6
Conclusion7
Current Situation
Business developmen
t
Cost increased
Economic Crisis
Core Industry & Revenue decline
Competition & Price Pressure
Technology & Innovation
Performance, Quality,
Precision
In Past
• Our Business Situation
In Future
• What Forecast• What Action Plan
In Present
• M & S Campaign• Leads Generation• Opps Selection
Business Objectives
TelTech3 Objectives
Profitability
DiversifyCustomer
Centric
Business Objectives
Business ResourcesBusiness Market
Restore Profitability
• Restore the profitability to meet financial expectation
• Explore customer base with cross-selling and up-selling
• Technology innovation and Cost controlling thanks to economic of Scales
Diversification
• Business Development
• Expand and diverify client base
• Product Innovation and Specialization
Customer Centric Culture
• Customized product and service offer
• Strategic collaboration for projects development
• Expertise on promising activities
Based 3BOs concept, the business strategy will be:-
Agenda
Current Situation
3 Optimal Selection
Global Strategy
Business Objectives
Some focus
New CRM Strategy
1
2
4
5
6
Conclusion7
Optimal Selection: Filter Criteria
Profit Contribution > 0- 16 opps
- 85 opps
3 Telco: 303 Telco: 30 50% : 5 Industry50% : 5 Industry
> 150000
Telco-Handset Telco-Network
Telco-Infra
automotive: 2 automotive: 2 OtherOther
Automotive
> 140000 > 50000
> 30000
> 30000
> 200000> 250000
> 400000
> 130000
Diversification in different Profit Contribution
Automation Broadcast
Multi-media Medical
Telemetry
Military
Space
Sub-Contract
Optimal Selection: 79 Opportunities
Automative
Telco-Infra,Telco-Networks Telco-Handset
AutomationMultimediaBroadcast, MedicalTelemetry
2 opps
12 opps
46 opps
Military, SpaceSub-Contractor
19 opps
Optimization of Profit contribution
Profit contribution
21,15M€Profit contribution %
41,58%
• The best 79 potential opportunities among the 180 current ones
• Improved Profit Contribution : > 20M € and > 40%
Optimization of R&D budgets
• Respect of the budget constraints: 1500K€
• 54% of our R&D costs are in the new diversification sector
Optimization of M&S budgets
• Respect of the budget constraints: 700K€
• M&S costs well distributed to strong growth and profitability industries
Agenda
Current Situation
3 Optimal Selection
Global Strategy
Business Objectives
Some Focuses
New CRM Strategy
1
2
4
5
6
Conclusion7
3BOs: Profitability (Accounts class)
180 opps • Existing Key Accounts occupy only 15% - 40% in each regions
• Their product contribution just occupy less proportion compared with B & C accounts
3BOs: Profitability (Accounts class)
79 opps
Reason of developing B and C account
• Effective utilize existing Resource
• Expand the business opps and development
• Raise the profitability
3BOs: Profitability (Industry)
79 oppsConsideration of cost, resource, currency rate, political factors,
Company adopt difference Strategy in difference region and industry
3BOs: Profitability (Industry)
• Traditional Industry: Military • New Strategic: Automotive• Diversification: Automation, Telco’s
3BOs: Diversification (Probability)
79 oppsPotential Order (Probability) and Global Area under Industry diversification
Potential
Vs
Closed Won
3BOs: Diversification (Market)
79 oppsPotential Order (Probability) and Global Area under Industry diversification
Develop Market
Vs
Emerging Market
3BOs: Diversification (Industry)
79 oppsPotential Order (Probability) and Global Area under Industry diversification
High Profit Industry
Vs
Low Profit Industry
3BOs: Customer Centric
79 oppsBalance Strategy: Value, Relationship, Technology and Culture Fit
1
3BOs: Customer Centric
79 oppsSpecialization Strategy: Concentration, Customization and Culture Adopt
Agenda
Current Situation
3 Optimal Selection
Global Strategy
Business Objectives
Some Focus
New CRM Strategy
1
2
4
5
6
Conclusion7
• Automotive• Automation• Broadcast• Medical
Some focus
Agenda
Current Situation
3 Optimal Selection
Global Strategy
Business Objectives
Some Focuses
New CRM Strategy
1
2
4
5
6
Conclusion7
New CRM strategy
• Reinforcement of our CRM strategy by the deployment of marketing and sales actions in-between company
• Customized services for our valuable accounts to reward them of their loyalty
New CRM strategy
We implemented CRM Services for our most trustful Accounts:
• A powerful and easy-to-use cloud system
• A collaborative CRM tool to connect all the employees.
• A training for our key account to become a customer company
• An access to our CRM services through multi channel
New CRM strategy
MRP Logistics Forecast
EXISTING CRM STRATEGY NEW CRM STRATEGY
For a differentiated customer experience & a more productive and cost effective collaboration between our partners..
Summary
Profitable strategy based on diversification
Confidence in promising industries such as medical and broadcast
A reinforcement of our CRM strategy to think long-term
LOGO
Selection process
Selection process by maximizing the profit contribution by industry as well as respecting the constraints of budget, costs, diversification