An introduction to CRM

1. Unleashing The Power of Sage
and ACT
Madingley Hall
26th April 2012
Cambridge House, 91 High Street, Longstanton, Cambridge, CB24 3BS
Telephone: +44(0)1954 789978 Fax: +44(0)1954 782878
Email: enquiries@boldfield.com Web: www.boldfield.com

2. Boldfield Ltd
What is a CRM
What is ACT
Andy Irvine
Managing Director,
Boldfield
Cambridge House, 91 High Street, Longstanton, Cambridge, CB24 3BS
Telephone: +44(0)1954 789978 Fax: +44(0)1954 782878
Email: enquiries@boldfield.com Web: www.boldfield.com

3. Business is Tough
 Lots of noise,
 Competition
 Some customers tightening their belts
In these circumstances your marketing can’t be haphazard
 So the answer it to go to market in a systematic way
 Treasure contacts – don’t discard them

4. Old & New Marketing
 Broad Marketing  Narrow marketing
 Everyone will want one of these  You might want one of these
 Impersonal  Very Personal
 I am talking to everyone  I am talking to you
 Analogue  Digital
 Newspapers  Internet, e-mail, social media
 Tell ‘em once (loudly)  Build Confidence
 Blast it  Over Time
 Build Sales  Build Relationship
 Only in the area for the next 2 days  I am always there for you
 Little Content  Too much content
 A newspaper a day  Bucket loads on line

5. Is a CRM The Answer?
 Contact - Anyone you make contact with;
customer, supplier, prospective customers but primarily about customers
 Relationship – Capture all the details about your contacts
Personal information, sector, location, preferences, products interested
in, relationship to other contacts in your database, any marketing
campaign you have included them in, any documents you have sent
them....
 Management – Control and view the information in one
location, have the information ready to use – often by
different people
.

6. My Contact
Facebook
Hobbies
Business
History Associations
Opportunities Preferences
My Contact
Location Family
Sector Friends
Contact
Details

7. Modern Marketing
• CATCH
• CONNECT
• CLOSE

8. The Company View
 See a company as a collection of
contacts – is people
 With inside knowledge of the
Sales
contact within a company you can
profile the decision makers and
take appropriate actions.
Finance
MD

9. The Group View
 Create many groups depending on any criteria
 Geography, product interest, buying behaviour
 Products that they have, networking groups
 Groups can be created by
 Dynamically
 Look up
 Manually
 Use multiple criteria to focus on key people

10. Managing Opportunities
 Record a opportunity against a Quiz
contact
 A buyer receives three proposals
 Set process stages and the  One he rates 7/10
probability of the opportunity  One he rates 8/10
being won.
 The last one he rates 9/10
 Track & follow up
opportunities
 Who gets the deal?
 Record history against the
opportunity
 Record when the activity is
won/ lost with the reason

11. Contact Management Business Benefits
• Customers Receive Superior Service.
• Target Right Customer, Right Time.
• No information is lost and nothing is forgotten.
• Increase Revenue.
• Reduce Costs/Operation Time.
• Work Anywhere, Anyhow, Anyplace, Anytime, 24/7 365
• Stay one step ahead of your Competitors
• Share Information with different Departments
• Better co-ordination between employees
• Effective Sales Calls
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