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Impel CRM Overview
1. Living with your customer
Narasimhan (Kishore) Mandyam
PK4 Software Technologies Pvt. Ltd.
2. Agenda
• The value of CRM
• Why Impel CRM
• Sales & Marketing scenarios
• PK4 as a Company
3. The value of CRM
What CRM can do for an organization
4. Where CRM fits
Marketing
Partners, Dealers
Corporate – Marketing,
Sales, Support, Ops
SMS
Mobile
Sales
Clients
Social Networks
5. What CRM can do
• Decrease sales cycle
• Improve marketing effectiveness
• Improve overall operations
• Improve price realization
• Integrate call center
• Provide continuity in sales process
• Sharpen brand
6. Overall CRM Model
• Well-defined territories
– Geographical, telescoping to schools, etc.
• Lead generation across regions
– Integrate and expand marketing
• Planned sales calls
– Improve visibility and brand for salesperson
• Increased in-house sales processes
– Replace reactive field-work with process
• Complete funnel visibility
– Help salespeople make more, better sales
7. Marketing Processes
• Improve Lead quality
– Acquire lists from valuable sources and activities
• Use multiple contact modes
– SMS, email, calling, dialer, etc.
• Integrate outbound calling
– Call center agents driven off same database
• Track lead generation effectiveness
– Automate hand-over to salespeople
• Validate marketing outlay
– Tie sales back to programs for full-cycle view
8. Sales Management
• Establish clear opportunity stages
– Lead > Prospect > Negotiate > Buy etc.
• Drive cross-selling and up-selling
– Identify specific stages for each initiative
• Analyze failures and improve
– Plan-to-Activity, Lost lead, Delayed deal, etc.
• Transition seamlessly to Support
– Support gets complete customer history online
• Measure and improve sales effectiveness
– By salesperson, region, deal, etc.
9. General Operations
• Bi-directional SMS – CRM-in-field, customer
interaction, intimations
• Email, SMS, Web2lead – integrated internal
processes based on source, interest, etc.
• End-to-End Marketing – multiple touch-points,
all leading to specific deals
• Quote-to-Cash – order, invoice, collection, PDIs,
bank reconciliation
• Test Center – questionnaires, surveys, HR
reviews, 360-Degree reviews, etc.
11. What do we do?
India-focused SaaS CRM
(it’s all about local culture)
12. He said it best…
We wanted a system that was easy to “
“ use, quick to implement and at Indian
prices. With Impel CRM, we got all that
and more.
Alok Modi
Managing Director, Modi Tyres.
13. Joined at the hip
• Uncomplicated pay-as-you-go model
• Start using it now!
• Scale to 1000s of users seamlessly
• Configure in minutes, Customize in hours
• Automatic upgrades every few weeks
• Integrate with any systems
• Built, Supported (and hosted) in India
14. Not just CRM…
• Activity Planning
• Bi-directional SMS
• Call Center ops
• Dealer management
• Email, SMS, Web2lead
• End-to-End Marketing
• Google Maps
• Hand-held, Outlook
• Mega tenancy
• Quote-to-Cash
• Rewards and Bundles
• Service Requests
• Test Center
15. Why us?
• Built for today’s business
• Priced for India
• Principal-Driven Customization
• Obsessed with usage
16. Sales & Marketing Scenarios
Some applications of Impel’s capabilities
17. Scenario 1: Field Sales
SMS Add Lead
SMS Get Contact Info
SMS Get Planned
Activity Web Change Stage,
Reassign, Reports
Telescopic Territory Mapping
SMS Add Activity
Web Change Stage,
Reassign, Reports
SMS Change Stage
Salespeople Sls Mgrs Reg Mgr Sls Dir Director
18. Scenario 2: Consumer Marketing
Prospect location
identification
Call Center person calls
prospect, identifies location
via Google Maps
Prospect visits dealer
Prospect sees product(s),
decides to buy
Prospect
response
Prospect sends
SMS to short- Prospect-Dealer
code Connect
Prospect gets SMS with
details of closest dealer,
Outbound contact with Dealer gets prospect info
prospect group
Advertising, SMS from
Impel, etc.
Mktg Pgm Setup Dealer reports sale
Impel user sets up new Dealer sends SMS to
marketing program Impel with details
of purchase, to
create order and
claim credit
User manages process
Users gets complete visibility
to process, stages, numbers,
etc. in Impel
19. Scenario 3: Geocoded Clients
Support person collects
prospect info and maps
Prospect calls Support Prospect location with
Centre with questions nearest dealers
Prospect gets
details of chosen
dealer via SMS
Chosen dealer gets
Prospect info,
etc.. via SMS
Impel users can analyze
data, contact customers
via SMS, export data, etc.
20. Scenario 4: Coupons, etc.
Salesperson gives
consumer coupon with Consumer sends SMS as
dealer code stamped “<keyword> <coupon code>
<dealer code>” (say) to 56767
System responds with
confirmation – Accepted,
Duplicate, etc.
Consumer buys
qualifying amount of
product
Impel users can contact Impel users can look
customers via SMS, at responses by
export data, etc. date, dealer, etc.
21. Some customers
“With Impel CRM, I
don’t worry about
the safety of our
data, because I know
PK4 takes care of it
better than we can.”
Mayur Srisrimal
E D, Lifecell Intl.
22. PK4 as a company
The people and company behind Impel
23. PK4, The Company
• Indian software company since 2006
• Completely focused on SaaS CRM
• Brand-name customers and SMEs
• Bangalore-based with partners elsewhere
• Impel OnDemand live from May 2008
24. PK4 – the People
• Thomas Alexander, Chairman
Harvard MBA, 30 years in start-ups and Enterprise
• Narasimhan (Kishore) Mandyam, CEO
Engineer, 23 years as an entrepreneur
• Surekha Shetty, Director
Engineer, 23 years building sales and marketing
• Partha Dharmarajan, Engg. Head
12 years building software
• Radha Rao, Mgr. Business Development
8 years marketing and selling software and services
