CRM implementation approach for salesforce.com by smarsys

CRM implementation approach

Deploy your strategy

Presentation

 CRM implementation approach
 Salesforce.com
 Demo
 Smarsys services

CRM
 Customer relationship management (CRM) is a widely implemented
model for managing a company’s interactions with customers,
clients, and sales prospects. It involves using technology to
organize, automate, and synchronize business processes—
principally sales activities, but also those for marketing, customer
service, and technical support.
 The overall goals are to find, attract, and win new clients, service
and retain those the company already has, entice former clients to
return, and reduce the costs of marketing and client service.
 Customer relationship management describes a company-wide
business strategy
Source: wikipedia

Benefits
 A Customer Relationship Management system
may be chosen because it is thought to
provide the following advantages:
Quality and efficiency Process automation
Quality of data
Decision making and workflow
Decrease in overall costs Costs of non quality
Approvals and workflows
Audit trails
Increase profitability New customers acquisition
Business growth
Customer retention
Better ROI of marketing campaigns

Challenges
 Complexity
 Tools and workflows can be complex, especially for large businesses.
Previously these tools were generally limited to simple CRM solutions
which focused on monitoring and recording interactions and
communications. Software solutions then expanded to embrace deal
tracking, territories, opportunities, and the sales pipeline itself
 Poor usability
 One of the largest challenges that customer relationship management
systems face is poor usability. With a difficult interface for a user to
navigate, implementation can be fragmented or not entirely complete.

Variations

Sales force automation (SFA) involves using software to streamline all
Sales force automation phases of the sales process, minimizing the time that sales representatives
need to spend on each phase.
CRM systems for marketing help the enterprise identify and target potential
Marketing clients and generate leads for the sales team.
CRM software provides a business with the ability to create, assign and
Customer service and support manage requests made by customers.
Appointment CRM is a relatively new CRM platform category in which an
Appointment automated system is used to offer a suite of suitable appointment times to
a customer.

Additional features

These features can be complemented and augmented with links to
Analytics separate, purpose-built applications for analytics and business intelligence.

More recently, the development and adoption of these tools and services
Integrated/collaborative have fostered greater fluidity and cooperation among sales, service, and
marketing.
For small business, basic client service can be accomplished by an
Small business integrated solution that lets organizations and individuals efficiently track
and record interactions.
Social media sites like Twitter, LinkedIn, Facebook and Google Plus are
Social media amplifying the voice of people in the marketplace and are having profound
and far-reaching effects on the ways in which people buy

Systems for non-profit and membership-based organizations help track
Non-profit and membership-based constituents and their involvement in the organization.

Implementation
Poor planning: Initiatives can easily fail when efforts are
Implementation Issues limited to choosing and deploying software, without an
accompanying rationale, context, and support for the
workforce. In other instances, enterprises simply automate
flawed client-facing processes rather than redesign them
according to best practices.
Poor integration: For many companies, integrations are
piecemeal initiatives that address a glaring need: improving a
particular client-facing process or two or automating a favored
sales or client support channel. Such “point solutions” offer
little or no integration or alignment with a company’s overall
strategy. They offer a less than complete client view and often
lead to unsatisfactory user experiences.
Historically, the landscape is littered with instances of low
User adoption issues adoption rates. Many of the challenges listed above offer a
glimpse into some of the obstacles that corporations
implementing a CRM suite face; in many cases time, resources
and staffing do not allow for the troubleshooting necessary to
tackle an issue and the system is shelved or sidestepped
instead.

Statistics
 According to CSO Insights, less than 40 percent of 1,275 participating
companies had end-user adoption rates above 90 percent.
 four-fifths of senior executives reported that their biggest challenge is
getting their staff to use the systems they had installed.
 43 percent of respondents said they use less than half the functionality of
their existing system
 72 percent indicated they would trade functionality for ease of use
 51 percent cited data synchronization as a major issue
 67 percent said that finding time to evaluate systems was a major problem
 Research indicates that implementation timelines that are greater than 90
days in length run an increased risk in the CRM system failing to yield
successful results.

Don’t panic!
 Use best practices and an appropriate methodology
to address these challenges and issues:
Complexity Identify key process and customer vision.
Focus on key processes.
Keep it standard and minimize specific developments.
Use cloud SaaS applications if possible.
Poor usability Use standard layout.
Design layout for users.
Implementation issues 3 steps implementation methodology.
Identify key people.
Involve business users – allocate time!
User adoption issues Train users.
Tools: Breadcrumb trails – contextual help – search…

3 steps implementation methodology
Analysis Implementation Adoption

• Define a vision • Define the functional • Manage user
• Define the goals architecture adoption
• Define the success • Setup a prototype • Training
factors • Validate the • Coaching
• Select the platform functional • Administration
• Select an edition architecture • Support
• Identify the gaps • Implement by • Functional watch
with your process iterations
• Monitor success and
• Define the plan • Minimize specific adoption
deployments

Outsource your CRM project
Work Discovery workshops Installation User training
Strategy workshop Prototyping User coaching
Business workshops Configuration Administration
BPM Customization User support
Gap analysis Documentation Functional watch
Selection process Adoption monitoring
Deliverables Strategic analysis Technical design Training material
Functional analysis Functional design Training platform
RFI/RFP Test scripts Support platform
Order forms Acceptance Reports
Documentation
Engagement Time and material or Time and material or Subscription
Fixed costs Fixed costs

Recommended solution

SALESFORCE CRM OVERVIEW

CRM market (Sales Force Automation)

Source Forrester (Q3 2012) Source Gartner (July 2012)

CRM market

Source CRM magazine (Aug 2011)

SWOT
Strengths Weaknesses
Brand Single product
Scalability Size
Market position Seasonality in billings
Little competition
Financial stability
Security
Opportunities Threats
Acqusition of complementary products Entry of large firms (>$10B)
Growing CRM on demand market Competition in the cloud industry
Small and Mid-size business Competition in the CRM industry
Global expansion

Source: IE Business School

CRM implementation approach for salesforce.com by smarsys

Recommended edition

SALES CLOUD PROCESS MAP

Generate More Leads
Plan and execute marketing campaigns that generate demand for your product or service.
Capture those leads through a variety of channels including your Web site.

Campaign ROI Top Search Terms Leads by Source Lead Quality

Web Site Visitors Web Form

• Organic Web traffic • “Contact me” request
Plan and Execute • AdWords referrals • Free trial
Marketing Campaign • Email responses • Event registration
• Google AdWords
• Email Marketing
• Direct Mail
Inbound Calls Create New Leads Lead Capture
• Cold Calls
• Yellow pages • Search for the customer in Salesforce • Set up auto-response emails
• Partners
• Google Maps • If one doesn’t exist, create a new lead -”Thank you for your interest”
• TV • Word-of-mouth referrals -Your trial information
• Radio -Event details
• Events
• Set up lead assignment rules
• Trade Shows Lists Import Data
-Geography
• PR • Purchased list • Use the import wizard or -Company size
• Trade show Excel connector -Product of interest
• Legacy data

Optimize Lead Flow
Create a closed-loop follow-up process so leads don’t slip though the cracks.
Establish a lead qualification process to make sure all sales reps use the same consistent methodology.

Lead by Status Lead Conversion % Converted Leads by Month Top Sales Reps

My Open Leads Duplicate Lead? Working Leads Establish Contact? Qualified?
Yes Yes
Set up different views to The find duplicate button When you’re working a lead, No No Create a set of qualification
manage your leads. For searches for similar leads you’ll set up a series of tasks, questions, such as current
example, today’s leads or or contacts in Salesforce. which might vary based on the situation, product of interest,
leads sorted by lead type. type of lead. For example: timeframe, key decision
If a lead turns out to be a makers
duplicate, easily merge the Day 1: Personalize mass email
two records. Day 2: Call/voicemail Keep an archive of your dead leads. If the lead is qualified, convert
Day 4: Call/voicemail it into a contact, with an
Salesforce has a number of Day 7: Personalize mass email Use email marketing and call downs to associated opportunity and
AppExchange partners that re-market to your archived leads. account.
provide high volume de-
duplication and data
cleansing tools.

Close More Deals
Close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions.
Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.

Top 10 Deals Month-to-Date Trending Closed Business by Month Top Sales Reps

Sales

Marketing

Open Opportunities Presentation Proposal Negotiation Won
Yes
You can monitor your Customize Salesforce to fit your internal No New Customers Support
opportunities reports and sales methodologies and processes, making
dashboards to keep track it easier to monitor your sales pipeline. Salesforce gives your entire company a
of your top deals and 360-degree view of your customers and
prioritize your time. Keep an archive of your dead opportunities. facilitates collaboration across your
organization, helping you build strong,
Use email marketing and call downs to lasting customer relationships.
re-market to your archived opportunities.

Salesforce.com killing advantage

 A CRM available in less than 3 minutes!
 All the information in only 20 tables
 Application exchange platform
 Self-training resources
 Chatter and collaboration tools

Salesforce.com killing traps

 What can I do with this app?
 How to select the relevant edition ?
 Most of available applications are not
available for free and only working from
Enterprise edition (API)

Our services

SMARSYS AND SMARCRM SERVICES

The challenge

People Rich

Big

Complex

Our vision
Target single business
Change management and modern process and implement
e-learning and on-the-job coaching by iteration

Single
Adoption
process

Rapid

Self-
service Standardisation

Solutions as a Service, Cloud
services

Our vision
Single
Adoption
process

Rapid

Self-
service

Challenge Piliers Vision
Complex Self-Service Solutions hébergées, disponibles en self-service, solutions en SaaS

Big Rapid Standardisation, prepackaging, technologie
Rich Single Process Target a single process, identify “pain points”, objectives, success
factors and processes

People Adoption Change management, e-learning, on-the-job coaching, discovery
workshops

Smarsys services
Process and
Strategy Objectives Results
operations

Define Implement Measure Manage
smarCRM

smarBI

smarDATA

Prepackaged services
Process and
Strategy Objectives Results
operations

Define Implement Measure Manage
smarCRM

Salesforce.com QUICK START

Our proposition Salesforce ADOPT
Work Discovery workshops Installation User training
Strategy workshop Prototyping User coaching
Business workshops Configuration Administration
BPM Customization User support
Gap analysis Documentation Functional watch
Selection process Adoption monitoring
Deliverables Strategic analysis Technical design Training material
Functional analysis Functional design Training platform
RFI/RFP Test scripts Support platform
Order forms Acceptance Reports
Documentation
Engagement Time and material

Salesforce.com ADOPT

W1 W2 W3

W1- analysis

Step Description Status
W1.1 Build the team ✔
W1.2 Define the vision ✔
W1.3 Set the goals ✔
W1.4 Define the process ✔
W1.5 Define reports and dashboards 50%
W1.6 Define data to import 80%

Status – Implementation (pro edition)
Step Description Status
W2.1 Definition of user profiles ✔
W2.2 Definition of roles ✔
W2.3 Definition of Company profile ✔
W2.4 Customization of fields and page layout + apps ✔
W2.5 Customization of reports and dashboards 50%
W2.6 Go-live preparation
W2.7 Train Administrator
W2.8 Train users
W2.9 Go-live

Gap analysis
Item Title Description Status Comment
Standard behaviour of salesforce is B2B incuding Contact-account structure Move to a unique account
G1 B2C a contact-account structure. A proper is created as B2B (all customers). Require
implementation would require a specific setup enterprise edition if not ok
with Enterprise edition

Commission calculation depending on partner Custom object created and In pro edition,
G2 Gap 2 and opportunity custom fields in oppty. opportunities are available
for role hierarchies only.
Then commissions
protected. If opportunities
have to be open, Enterprise
and profiles management is
requires

A specific document has to be produced to - Manual validation since no
G3 Gap 3 create the opportunity and enter into the workflow in Pro edition
pilotage mode.

Pro vs Enterprise edition selection
Feature Contact Group Professional Enterprise Unlimited Rainford
Accounts & contacts ✔ ✔ ✔ ✔ ✔ ★★★
AppExchange app integration* ✔ ✔ ✔ ✔ ✔ ★★
Chatter collaboration ✔ ✔ ✔ ✔ ✔ ★
Content library ✔ ✔ ✔ ✔ ✔ ★★★
Document attachments ✔ ✔ ✔ ✔ ✔ ★★★
Mobile access ✔ ✔ ✔ ✔ ✔ ★★★
Reports ✔ ✔ ✔ ✔ ✔ ★★★
Task & activity tracking ✔ ✔ ✔ ✔ ✔ ★★★
Competitor tracking ✔ ✔ ✔ ✔ ★★
Customizable sales process ✔ ✔ ✔ ✔ ★★★
Dashboards ✔ ✔ ✔ ✔ ★★★
Lead scoring, routing, & assignment ✔ ✔ ✔ ✔ ★★★
Opportunity tracking ✔ ✔ ✔ ✔ ★★★
Web-to-lead capture ✔ ✔ ✔ ✔ ★★★
Campaigns ✔ ✔ ✔ ★★★
Customizable dashboards ✔ ✔ ✔ ★★★
Customizable forecasting ✔ ✔ ✔ ★★★
Product tracking ✔ ✔ ✔ ★★★
Role permissions ✔ ✔ ✔ ★★★
Enterprise Analytics ✔ ✔ ★★★
Territory management & sales teams ✔ ✔ ★★★
Workflow & approval automation ✔ ✔ ★★★

Recurring costs comparison
Professional Q1 2013 Q2 2013 Q3 2013 Q4 2013 Total 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Total 2014 Total
Nombre d'utilisateurs 5 10 20 20 20 20 20 20 20
Licence EUR 1,050 EUR 2,100 EUR 4,200 EUR 4,200 EUR 11,550 EUR 4,200 EUR 4,200 EUR 4,200 EUR 4,200 EUR 16,800 EUR 28,350
Licence CHF CHF 1,260 CHF 2,520 CHF 5,040 CHF 5,040 CHF 13,860 CHF 5,040 CHF 5,040 CHF 5,040 CHF 5,040 CHF 20,160 CHF 34,020
Discount CHF (126) CHF (252) CHF (504) CHF (504) CHF (1,386) CHF (504) CHF (504) CHF (504) CHF (504) CHF (2,016) CHF (3,402)
Net Licence CHF CHF 1,134 CHF 2,268 CHF 4,536 CHF 4,536 CHF 12,474 CHF 4,536 CHF 4,536 CHF 4,536 CHF 4,536 CHF 18,144 CHF 30,618
Support 24/7 CHF 252 CHF 504 CHF 1,008 CHF 1,008 CHF 2,772 CHF 1,008 CHF 1,008 CHF 1,008 CHF 1,008 CHF 4,032 CHF 6,804
Implementation CHF - CHF - CHF -
Customisation CHF - CHF - CHF -
Support récurrent CHF - CHF - CHF -
Total CHF 1,386 CHF 2,772 CHF 5,544 CHF 5,544 CHF 15,246 CHF 5,544 CHF 5,544 CHF 5,544 CHF 5,544 CHF 22,176 CHF 37,422

Enterprise Q1 2013 Q2 2013 Q3 2013 Q4 2013 Total 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Total 2014 Total
Nombre d'utilisateurs 5 10 20 20 20 20 20 20 20
Licence EUR 2,025 EUR 4,050 EUR 8,100 EUR 8,100
EUR 22,275 EUR 8,100 EUR 8,100 EUR 8,100 EUR
EUR 8,100 32,400 EUR 54,675
Licence CHF CHF 2,430 CHF 4,860 CHF 9,720 CHF 9,720
CHF 26,730 CHF 9,720 CHF 9,720 CHF 9,720 CHF
CHF 9,720 38,880 CHF 65,610
Discount CHF (243) CHF (486) CHF (972) CHF (972)
CHF (2,673) CHF (972) CHF (972) CHF (972) CHF
CHF (972) (3,888) CHF (6,561)
Net Licence CHF CHF 2,187 CHF 4,374 CHF 8,748 CHF 8,748
CHF 8,748 34,992 CHF 59,049
Support 24/7 CHF 486 CHF 972 CHF 1,944 CHF 1,944
CHF 1,944 7,776 CHF 13,122
Implementation CHF - CHF - CHF -
Customisation CHF - CHF - CHF -
Support récurrent CHF - CHF - CHF -
Total CHF 2,673 CHF 5,346 CHF 10,692 CHF 10,692 CHF 29,403 CHF 10,692 CHF 10,692 CHF 10,692 CHF 10,692 CHF 42,768 CHF 72,171

Exemple of Edition recommendation
Item Title Professional Edition Enterprise Edition
Global account or Account-Contact B2C model available or non-profit pack
G1 B2C approach ✔
Commissions related calculations not Commissions related calculations can be
G2 Commissions available since opportunities not restricted by profile and opportunities ✔
readable by other users readable
Manual work Workflow can be configured
G3 Qualification ✔
Recurring costs 20 22’176/year – 42’768/year –
✔
users 1’848/month 3’564/month
Total costs (2 years) 92’000 CHF (incl. Setup) ✔ 120’000 CHF (incl. Setup)

Application management
 Related to gap analysis
 Comparative analysis
 TCO analysis
 Technology watch
 Assess impact on
edition selection
 Feasibility study

Realisations
 Smarsys.com
 Eat your own dog food
 Psyforce.ch
 Lead management and
customer follow-up
 Rainford.ch
 Sales management and
properties reservations

Sales and Marketing: Tools and Terminology
Below you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online User
Community. You can search the site, browse around, and see what the community is interested in.

A campaign is an outbound marketing project that you want Accounts are your organization's customers, competitors,
to plan, manage, and track within Salesforce. It can be a and partners. Each account stores information such as
direct mail program, seminar, print advertisement, email, or name, address, and phone numbers. For each account,
other type of marketing initiative. you can store related information such as opportunities,
Campaigns
Accounts activities, cases, partners, contracts, and notes.

Google AdWords™ is an online advertising service used to Contacts are all of the individuals associated with your
create advertisements that display on major search business accounts that you need to track in Salesforce.
engines, including Google. Many Salesforce customers You can store various information for a contact, such as
advertise online with Google AdWords as a mechanism to phone numbers, addresses, titles, and roles in a deal.
Google AdWords generate leads.
Contacts

Opportunities are the sales and pending deals that you
With Web-to-Lead, you can gather information from your want to track. By adding opportunities, you are also building
company’s website and automatically generate leads. Web- your “pipeline,” which will contribute to your forecast. You
to-Lead form can be used for contact me requests, can also link opportunities to campaigns to help measure
registration pages, or campaign landing pages. Opportunities the ROI of your marketing programs.
Web-to-Lead Form

A lead is a prospect or potential opportunity - a person you Products are the individual items that you sell on your
met at a conference who expressed interest, or someone opportunities. You can create a product and associate it
who filled out a form on your company’s website. with a price in a price book. Each product can exist in many
different price books with many different prices. A product
Leads Products that is listed in a price book with an associated price is
called a price book entry.


A forecast is your best estimate of how much revenue you Tasks are to-do items that need to be followed up on. They
can generate in a quarter. This amount is divided between can be associated with accounts, contacts, leads, or other
Commit Amount - the amount you can confidently close - custom objects. You can follow up on the task yourself, or
and Best Case Amount - the total amount of revenue you assign it to another user.
Forecasts might possibly generate. A manager’s forecast should Task
include the amount of revenue the entire team can
generate together.
Maintain a historical record of all activities related to an
account, contact, or opportunity. Your activity history
A contract is a written agreement between two or more includes emails, call notes, and calendar events, so
parties. Many companies use contracts to define the terms Activities everyone is on the same page.
for doing business with other companies. Track the contract
through your organization’s approval process and use
Contracts workflow alerts to notify yourself when to initiate contract
Reports are lists, summaries, and analyses of your data,
renewals.
which you can display or print. To help you monitor your
organization, Salesforce offers a wide range of standard
A document library is a place to store files without attaching reports, accessible in the Reports tab. You can also create
them to accounts, contacts, opportunities, or other records. new custom reports to access exactly the information you
Reports
Each document in the document library resides in a folder. need. You can subtotal and limit your data to help you
The folder’s attributes determine the accessibility of the analyze trends and get a concise picture of what is
Documents folder and the documents within it. happening in your organization.

Dashboards give you a real-time snapshot of corporate
Group calendaring will helps you better collaborate as a metrics and key performance indicators. A dashboard is a
team, and arrange meetings with prospects and customers. group of different charts (or components) that graphically
display your custom report data. You can select up to 20
Calendar Events Dashboards different custom reports to display data graphically as
charts in each dashboard.


Make searching data and interacting with the results of your With Salesforce you can create email templates for
searches simple, smooth, and highly effective. Inline paging common emails such as web-to-lead responses, sales
and sorting features simplify the task of working with large Email Templates prospecting, announcements, and internal workflow. You
sets of search results. Powerful filtering and scoping can even personalize parts of the email with information
Search functions narrow searches and results. Customization from the contact or account record.
options enable users to design search results layouts that
are tailored for the way they work. Plan and execute email campaigns targeted at prospects
Outlook users enjoy high levels of productivity with Apex
and customers. Enterprise Edition customers can send 500
Connect Outlook—formerly called Outlook Edition—which
emails per mass mailing, while Unlimited Edition customers
makes it easy to synchronize important customer data Mass Email
can send 1,000 emails per mass mailing. Salesforce can
between two commonly used applications. With Connect
also integrate with third-party marketing solutions and
Outlook 3.0 in Spring ’07, productivity for Outlook users
Connect Outlook offers out-of-the-box integration with several top email
gets another boost with several enhancements. Users can
marketing vendors.
add emails with attachments, create contacts and leads
directly in Outlook, and create relationships between
calendar events and associated objects such as accounts
 Evaluate the success of email campaigns with integrated
response tracking and easy monitoring of key campaign
and opportunities. Email Tracking metrics, such as whether recipients open the messages,
when they open them, and more.
You can set up a Web-to-Lead form to capture contact me
requests from your company’s website. With a lead de-
dupe solution you can automatically route those requests to The ability to easily import data into Salesforce is one of the
Web-to-Lead Form the person who owns the account. application's key benefits. Import excel worksheets or CSV
(comma separated value) files. Map the information to
leads, contacts, accounts, solutions, and custom objects.
With computer-telephony integration (CTI) capabilities, you Import Wizard Search Import Tools on Successforce.com for more
can directly integrate your telephone network into information.
Salesforce and access it entirely through the familiar,
browser-based Salesforce interface. With the combined
CTI Integration power of CTI and the new Salesforce Console,
salesforce.com delivers unlimited productivity to your call
centers.

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