IntroducingMadrona Solutions Group

Mike DavidsonMadrona Solutions Group

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Madrona Solutions Group

Fast Facts:• Four-time Microsoft Partner

Excellence Award winner• Microsoft 2007 Pinnacle Award

winner for Microsoft Dynamics CRM• Dynamics CRM 4.0 Seattle Launch

Partner• 25+ full-lifecycle Microsoft Dynamics

CRM projects

Software Partners:

Mission:To help businesses apply technology to transform their productivity and effectiveness

Consulting Partners:

Madrona Solutions Group

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Business Intelligence Practice

Microsoft Dynamics CRM Practice

• Executive scorecard design and development• Development of operational reporting

platform using SQL Reporting Services• Project Management for data warehouse

initiatives• CRM data quality

• Full-lifecycle CRM implementation services (business modeling, application design, testing, training)

• CRM data migration and application integration• Custom development on Microsoft Dynamics

CRM platform• CRM application support and maintenance

Madrona Solutions Group Practice Areas and Sample Clients:

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The typical small/med biz infrastructure…

AccountingSales

Service

Customers

Senior Management

Challenges:• No group has easy visibility to the

activity of the others – high communication traffic or imperfect information

• Customer and prospect profile information is spotty – nowhere to put this information. Handicaps market analysis.

• Reporting burden on sales is heavy – process is largely manual.

• Limited tools to help sales team be proactive and efficient

• Senior management can’t get timely information without burdening groups

• Limited customer self-service capabilities

Marketing

Telephone, email, hallway meeting information exchange

Introducing Microsoft Dynamics CRM

5INTRODUCTION

• Launched in Jan 2003• Broad, integrated

functionality across marketing, sales, customer service, and service scheduling

• Best-in-class Microsoft Outlook/Office integration

• Outstanding flexibility and extensibility

• Available on-premise or Microsoft-hosted

• Developed within Office Server team

• Available in 25 languages

11,000+ customers500,000+ users in 80 countries

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CRM Live – Hosted by Microsoft

Launching Spring 2008 – Dynamics CRM 4.0 hosted by Microsoft, available via monthly subscription

Mid-size CompaniesSmall Businesses Large Enterprises

Microsoft Dynamics CRM: Global Customer Base

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The Dynamics CRM infrastructure…Features:• Sales, marketing, and service

teams share a single application to enable data sharing, automate workflows and notifications, and reduce communications burden

• Accounting integration ensures front and back office teams are in sync and reduces data entry

• CRM schema can be extended to eliminate need for tracking customer data in spreadsheets and one-off databases

• Senior management and analysts can get real-time, holistic data about customers and business operations

• Robust platform makes enhancements such as customer web portals, mobile access, integration, e-commerce easier

Accounting System

Sales Marketing Service

Customers

Senior Mgmt.

Dashboards, Scorecards, Notifications

Customer Web Portal

Dynamics CRM’s advanced web services architecture

makes integration to other systems straightforward and

supported

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Addressing CRM Challenges

• One of the most significant root causes of CRM failure

• Consider both the “drag” put on the users by the CRM system and its benefits for users in their job function

• Make sure that there are some benefits

• Few managers have the stomach to make the “stick” work in absence of any “carrots”

“With CRM I now have two calendars to manage

– it doesn’t work!”

“Cutting and pasting emails into CRM is too time consuming. What does CRM do for me?”

“I live in Outlook – I don’t want to have to switch to another program all the

time”

User Adoption

Six criteria for selecting a CRM tool

1. Product alignment with business objectives2. Configuration/customization framework, tools, and skills3. Alignment with your current customer data tools/skills4. Usability5. Standards and CRM platform depth6. Vendor commitment

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Eight CRM Project Success Factors

1. Involve all stakeholders (including end-users!) in the project vision and design

2. Think about outcomes: what does a CRM system need to deliver? What will define success?

3. Deliver value for both managers and employees4. Take a phased approach and build momentum– don’t try to

solve all problems at once5. Secure and maintain strong executive sponsorship6. Invest in initial and refresher training7. Select the appropriate technology tools8. Engage a knowledgeable, proven CRM partner, but maintain

ownership of the project.

Key Takeaways

• CRM is the foundation of your “customer data infrastructure” – necessary for effective use of customer information by your business, and an enabler for most front-office initiatives

• Dynamics CRM is an easy to use CRM application and rich CRM platform designed to be this foundation

• Microsoft is investing heavily in CRM, and its investments have resulted in the fastest growing CRM product in the market

• Thoughtful selection of a CRM tool involves considering a number of criteria

• Keys to successful implementation include locating a good partner and investing in planning

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