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CRM Web Ex

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CRM Web Ex

  1. 1. Managing your team is just a click (or two) away Jody Kibbey Marketing Specialist The Indianapolis Star (317) 444-7337 Jody.Kibbey@indystar.com
  2. 2. Today’s agenda: • CRM Benefits for Managers • Overview of the system • Management applications • The truth about Relationals • Question and answer
  3. 3. CRM Benefits for Managers • Allows you to know what is going on and holds your reps accountable • Keeps everyone on the same page • Email campaigns allow you control of the quality and consistency of the message sent • Telesales/Visits campaigns allow you to launch specialized sales efforts • Increases the efficiency of your organization
  4. 4. CRM Overview
  5. 5. CRM Overview • Centralized location where all information relating to: accounts, leads, contacts, contracts, order history, sales call activity, and virtually any other information you can dream of is stored and can be accessed based on permissions and sharing policies
  6. 6. Sharing Policies in CRMs • Where Team A Owns Data and Shares with B & C A Online Retail C Majors B Territory Visibility A Online Class C Real Estate B Auto Visibility A Retail Adv. C Mag- azines B Digital Sales Visibility One Way Sharing Two Way Sharing Sharing Mash Up
  7. 7. How do CRM tools work? It is a database that gets its information from three sources: 1. Your billing system – Great for accountants; it is not a contact system – Your CRM tool is your contact system One Way Only 2. Third party lead provider – Corporate – Dunn & Bradstreet Lists – Wanted Technologies 3. Your staff- ARSs, SEs and Managers – Enter contacts – Complete campaign tasks – Log sales calls
  8. 8. How does a CRM tool work? Account • Is on file in Finance • Has an Account # and • Money has been exchanged Billing System Finance Department Lead • Not on file in Finance • No Account # • No money exchanged Sales Executive Contact Is the actual person who works at the Account or Lead
  9. 9. An Account vs. a Lead vs. a Contact
  10. 10. • Populated with Tasks created for you from prospecting lists • Populated with a third variable of your choice Calendar Tab 2 3 Drop Down Box- Can customize to the Campaign you’d like to see
  11. 11. Account Tab Click word to sort
  12. 12. Account Overview Custom fields for Magazine Sales Initiative Integrated from finance system Application: Courtesy Credit Limit Missing phone is actually from billing system
  13. 13. Account Overview Continued This information can be harnessed to target specific customers and pull reports Place to look for phone numbers Where reps manage their sales pipeline
  14. 14. eTearSheet Application Paste
  15. 15. Lead Views • New business prospects • Can assign based on alphabet, zip codes, etc.
  16. 16. Lead Overview Custom fields for Magazine Sales Initiative This information can be harnessed to target specific customers and pull reports
  17. 17. Lead Overview Continued
  18. 18. Contact Views
  19. 19. Contact Overview
  20. 20. Contact Overview Continued
  21. 21. Logging a Call • From within an Account, Lead or Contact • From the icon next to an Account, Lead or Contact • From the blue checkmark on the Calendar
  22. 22. Logging a Call • What did you pitch? Client’s response? Next Step? • What products did you pitch and when will you close? • Set up next visit all in one step
  23. 23. Management Applications
  24. 24. Reduction in Down Time • Change is constant – Illness – Medical leave – Realigning territories – Turn-over • Accounts are transferred through billing system which then transfers the account to the new owner in your CRM • Contacts and Leads transferred at the click of a button • Instead of handing the new rep a pile of old files and having them spend hours pouring over information, they can find everything they need in Relationals
  25. 25. Reports Accounts Leads Call History Products Contacts Reps Contracts Revenue Run reports on any variable you want: Keep track of many different sales initiatives:
  26. 26. Magazine Completed Calls Report Team Team Rep Rep Rep Rep
  27. 27. Auto Upcoming Calls This Week Report Due Date Donna by Client
  28. 28. Upcoming Calls Report Rep Rep Date Date Date
  29. 29. Dashboards- Major’s Top 10 Weekly On vacation last week Only a four day week
  30. 30. Dashboards Cont’d Monthly Second week of month Full month
  31. 31. Dashboards Cont’d Upcoming Neglected
  32. 32. Revenue Reports 85% of revenue coming from three reps
  33. 33. Activity Type Reports Maintenance by Phone 10% Sales by Phone 17% Maintenance Electronic 15%Sales Electronic 16% Maintenance in Person 33% Sales in Person 9% 1 out of every 3 calls was to pick up a check! # of Calls # of Calls Maintenance by Phone 20 Sales by Phone 32 Maintenance Electronic 29 Sales Electronic 30 Maintenance in Person 64 Sales in Person 18 113 80 Type Type • Identify inefficiency issues
  34. 34. Telesales/Visits Campaigns • No email is sent to clients • Assigns tasks for reps based on different variables • Reports can emailed to managers of competed calls, pending calls, revenue, etc. – Opportunity to harness feed back for accounts incorrectly assigned or OOB Drop down box Prospects show in this section
  35. 35. 30 Day Churn • Assigns tasks to reps the first month an account has gone “cold”; this is an immediate red flag that let’s us deal with client’s pulling advertising and address any needs we may be missing • Since reps deal with multiple accounts, this campaign makes sure that no one slips through the cracks • In this example, we assigned a task to each rep in January for every client that ran an ad in November and not in December
  36. 36. Win-back Campaigns • This campaign makes sure that reps are looking forward and presenting to clients at least one month in advance • Allows us to proactively re-capture our seasonal advertisers such as lawn care services and equipment dealers • In this example, we assigned a task to each rep in January for every client that ran an ad in February ’08 and has not run an ad in the past 90 days. This eliminates year over year churned accounts. Reduce YOY Churned Accounts
  37. 37. P12 2008 Win-back Example
  38. 38. P12 Win-back Success
  39. 39. Email Campaigns • Rep is assigned a task when client opens email • 30% of our emails are opened (33k sent) • 39% of clients who have opened our emails bought an ad in the section • $270k in revenue for 2008 • Only 92 clients (1%) have opted out • Keeps you top of mind- even if client doesn’t participate in the offer, often times they will reply back on a different matter
  40. 40. Client Responses
  41. 41. Preface: We received this next response from our competition, the local TV rep, after we sent an email blast to our auto clients during campaign season when TV stations were bumping the auto ads for political ads. We reminded our auto clients that while our competitors couldn’t create more time to accommodate their advertising messages, we could add as many pages to the paper as they needed to get their messages out. Apparently one of our client’s forwarded our email to the TV rep, and he replied: Client Responses
  42. 42. The Truth about CRM Tools
  43. 43. The Truth about CRM Tools • Must have 100% buy in from O.C. – System allows/requires integration with Finance, Marketing, Sales, Ad Ops, IT • Will need to reallocate resources to have a champion in charge of the system who educates and trains reps and maintains the overall system • Reps need to be held accountable for the information they put into the system • You’re going to get push-back initially from your reps and you’ll be frustrated with it yourself sometimes • It can be time consuming, but for every hour you spend in the system, you’ll save hours worth of hunting and gathering the information for yourselves
  44. 44. In Summary • Allows you to know what is going on and holds your reps accountable • Keeps everyone on the same page • Email campaigns allow you control of the quality and consistency of the message sent • Telesales/Visits campaigns allow you to launch specialized sales efforts • Increases your the efficiency of your organization
  45. 45. Thank you for your time

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