Selling Profitable CRM Projects ExtremeCRM Lisbon 2017
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Transcript of Selling Profitable CRM Projects ExtremeCRM Lisbon 2017
Rick
Dynamics 365 MVPMcCutcheon
Selling Successful CRM Projects
Dynamics CRM MVP , CSP - Certified Sales Professional
Leading strategist, speaker and writer on CRM and Social Selling
Facilitates Sales Process and CRM Best Practices Educational Events for leading Corporations and Associations including Microsoft Corporation ExtremeCRM Dynamic Communities CRM Evolution
About Rick McCutcheon
Customer Relationship Management is the business philosophy that lets you know and manage your business ecosystem better. It
allows you to share information more thoroughly, and interact more completely. This is can only be achieved by creating a
system that integrates people, process, CRM and related technologies.
CRM is Forever!
“Ecosystem” conveys the idea that all the pieces of an economy come together in particular places, and that their strength and interactions determine
prosperity and economic growth. Think of it as your garden, where you need fertile soil, seeds,
and other ingredients to make things grow.
Rosabeth Moss KanterProfessor Harvard Business School
Your Business
Customers
Prospects
Channel Partners
Suppliers
Vendors
Contractors
Who Is In Your Ecosystem?
Source: TechTarget
The worldwide CRM market grew to $20.4 billion in 2013, up 13.7% from $18 billion in 2012, according to Gartner Inc., fueled by digital marketing and customer experience
initiatives. Gartner forecasts that the market will be worth about $36.4 billion by 2017.
ROI on Customer Relationship Management
Source: Nucleus Research
Companies continue to make new investments in CRM to take advantage of new analytics, social collaboration, mobile, and other capabilities
“and with good reason” In analyzing Nucleus ROI case studies on CRM the
average returns from CRM have increased since 2011, from $5.60 to $8.71 for every dollar spent.
ROI on Customer Relationship Management
If a new customer buys from your business for 5 years and generates 25 orders per year with an average size of $500.
The lifetime Income from a new customer would then be: 5 years x 25 orders per year x $500 value = $62,500.00 If the average gross margin is 30%, then each new customer
will generate a lifetime gross margin of $18,750.00.
1000 Customers = $18,750,000.005000 Customers = $93,750,000.0010,000 Customers = $187,750,000.00
Business CRM Stakeholders - ROI
MicrosoftDynamics 365
Sales
CustomerService
Field Service
Project ServiceAutomation
Operations
Finance
Marketing+ Adobe
Requirement LOB
Requirement Management
Requirement C Level Exec
Requirement IT
Requirement 3rd Party
Assign Researcher
Initial Budget Approvals
Web Search Internal Discussion
Requirements
Engage Vendors
RFP
Partner/Dealer
Social Media
Select
Resources
Approval
Website
Associations
Budget Timeline
Youtube
Start Project
Search Engine
ConsultantDealerVendor
Communities
Vendors
CRM Buying Process
Business Roles C Level Management Sales Management Marketing Management Customer Service Management Field Service Management Information Technology
Management
Selling to the CRM Business Stakeholders
C Level Management Challenges: Company valuation
Growth & profitability Project ROI
Aligning business processes Asset management Monitoring competitive threats Report generation
Satisfying the Board
Selling to the CRM Business Stakeholders
Sales Management Challenges: Generating revenues
NBD Existing Accounts
Customer retention Monitoring competitive threats Territory coverage Channel management Hiring, training and managing people Report generation Satisfying the CEO
Selling to the CRM Business Stakeholders
Lead
ProspectCustomer
Selling to the CRM Business Stakeholders
Lead
ProspectCustomer
Selling to the CRM Business Stakeholders
Clos
ing
Rate
20%
Clos
ing
Rate
30%
Sale
s Inc
reas
e
50%
Small Improvements in sales can lead to great results
Selling to the CRM Business Stakeholders
The Value of Selling Time
Source: Pace Productivity
If a sales rep spends 23% of their time selling and generates $1,000,000.00 per year in sales. Then each 1% of their time is worth $43,478.26.00.
Selling to the CRM Business Stakeholders
The Value of Selling Time
Source: Pace Productivity
23% = $1,000,000.00
30% = $1,304,347.00
40% = $1,739,130.00
Selling to the CRM Business Stakeholders
Source: Bell Phone Power Newsletter
Selling to the CRM Business Stakeholders
Source: Bell Phone Power Newsletter
Selling to the CRM Business Stakeholders
Sales
Opportunity
Research Lead
C P
Current Project
Future Project
Keep Warm Strategy
Needs Analysis
OverviewPresentation
Build Solution
Solutions Presentation
Negotiate Beat the Competition
Overcome Objections
Yes Close
Create Proposal/Quote
CampaignsA Customer
B Customer
C Customer
AAA Customer
TriageCall
Call
EmailEmail P Qualify
Partner
Direct
Customers
Referral Network
Leads
Lead
RFP
FCS New Business Development Process
Social Selling Process
FCS LinkedIn Process
Referral Partners
Groups
Industry Influencers
School
Past Contacts
Customers
Prospects
LinkedIn Contacts
Invite to Group
Groups
Participate in Discussions
Add Updates
Post Events
Post Announcements
Register for linkedIn
Complete Your Profile
Professional Photo
Descriptive Title &
Summary
Relative Work Experience
Charity & Awards
Education
Follow Leaders
Recommend-ations
Give
Request
Start Linking Send thank-you
Partners
Co-workers
Customers
Industry
Prospects
Suppliers
Partners
Join Groups Update Tags Daily Update
Post
Like Posts
Send New Requests
Add Presentations
Friends
Monitor Groups
Monitor Views
Add Twitter
A Customer
B Customer
C Customer
AAA Customer
Social Media
Web Site
Education
Email Campaigns Touches
Reaction Management
90 Day Review Cycle Growth
Relationships
Delivery
180 Day Review Cycle
Annual Review Cycle
SWOT
FCS Account Management Process
Current Business
Satisfaction Level
Projects
Future Business
MarketshareUpcoming Projects
CompetitorsRelationship Management
Products
Other Divisions
Campaigns
Relationship Targets
Social
Upsell
New Product Development
Follow Social
Senior Sponsor
Meeting Schedule
Identify Relationships
CompetitorTeam
ProjectsDocument
Buying Process
Competitive SWOT
Education
Market Share
Networking
Account Management
Sales Targets
FCS Key Account Management Process
FCS Partner Relationship Management Process
ROI on Customer Relationship Management
Ask the CCR Questions to help better understand the opportunity.
Circumstance Questions: Find out details about the prospects existing conditions.
Challenge Questions: Better understand the prospect current and future business challenges.
ROI Questions: These ask about the expected ROI or Return on Investment the prospect expects from you solution.
Asking The Right Questions
What type of CRM software are you currently using? Do you currently use CRM? How many active users? How is your Sales Team structured? How do you measure user adoption? How do you track opportunities and forecast sales? How do you share customer and prospect data across
your departments? How do you currently track and manage customer
information?
Circumstance Questions
What are the some of the challenges (issues/problems) that you have concerning Monitoring sales activities? Collecting quality information Generating and tracking quality sales leads? Generating accurate forecasts? Keeping your customer and prospect data up to
date? Sharing information between sales and customer
service?
Challenge Questions
If monitoring sales performance was no longer a challenge – how would you make better use of your time?
If generating quality information was no longer an issue, how much more effective could your sales team become?
If qualified customer profile information was available, how much revenue could be generated through cross selling campaigns?
If you could get accurate feedback on sales pipelines and forecasts – how would this improve your teams ongoing sales results?
ROI Questions
ROI on Customer Relationship Management
Dynamics 365 for Sales
Office 365 Integration – Outlook, Excel, OneNote
Dynamics 365 Mobile
Dynamics 365 Social Insights - InsideView
Dynamics 365 Social Listening
Dynamics 365 Voice of the Customer
Dynamics 365 Portals
Dynamics 365 Gamification
LinkedIn Sales Navigator
Dynamics 365 – ISV Solutions on AppSource
Source: Forrester Research, Inc.
Business CRM Stakeholders - ROI
Plan
Deploy
Build
Planning and Design
“When Selling becomes a repeatable process, you take care of most of your
business problems.”
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