Archives For CRM Success

Implementing a CRM system will turn your sales organization into a smooth-running sales machine, jump start your marketing campaigns and help you drive down your customer support backlog.  But achieving CRM success takes organizational focus and an understanding of what to expect while putting your company on the path to that success.

We’ve covered previously the first three steps in the CRM Adoption Curve. The first step in your CRM journey is to recognize the chaos and lack of visibility that happens in your business when you don’t invest in CRM processes and tools.  The second step is all about centralizing your customer information into one system and defining repeatable processes for interacting with your customers.  The third step is where you really start getting leverage from automated customer processes and better collaboration across your different customer-facing teams.CRM Adoption Curve

The fourth, and not-so-final, stage is the “Optimized Stage”.  I say “not-so-final” because this stage is all about continuous process improvement.  This is the ultimate goal of a customer-centric company. You now have a dedicated team focused on continuous CRM improvement which is driving marked growth in the company.

Your customer processes are now highly efficient and set you apart from your competition in a unique way.  Your teams understand how to quickly adjust the way they communicate with customers and work with each other. The systems required by your CRM professionals are fully integrated for both data and process.  Management not only has visibility into the current efforts, but can predict future success based on the accuracy and consistency of the data. Your CRM solution is agile and able to easily meet the evolving business needs.

Achieving the “Optimized Stage” usually requires at least one year of continuous process refinement from when a company first adopts SugarCRM at Stage 2, the Managed Stage.  Again, your local SugarCRM implementation partners can help you chart a path to the “Optimized Stage”.

I hope this gives you a good view of where you are starting from and where you are going with your CRM solution.  Remember, there is no good or bad place to be on this adoption curve.  Some very large companies are in the manual stage and some very small companies are in the optimized stage.  The more important questions are around how you organize your customer-facing activities to create more and happier customers.  In other words, how do you wrap these stages, this evolutionary process of managing your customers, around the needs of your customers?

And this is where SugarCRM and its partners can help you.  We will work with you on defining and planning a strategy to move you along this adoption curve so that your company can optimize its processes to drive the best differentiation possible in the market place.  In the next installment of this blog series, I will share with you some lessons I’ve learned on planning a CRM strategy.

Ok, I know spreadhseets will always have a place in most small businesses. For finance and other teams, the spreadsheet is THE place to hold information.

But for sales and other departments (and yes, even finance in many cases) the spreadsheet is a breeder of inefficiency and a dark cloud where good ideas and information goes to die…

If you have one New Year’s Resolution for your business – make it to try to make the leap away from spreadsheets and into real CRM. By either making the first step in purchasing a CRM tool, or actually using the tools you’re already paying for – I guarantee* you will see a positive return before 2012 comes around. (Guarantee subject to many, many restrictions ;)…)

Not convinced? Take a look at these business cases – especially the case of the Utah Flash – where organizations ditched spreadsheets and saw their businesses bloom.

Also – SugarCRM is hosting a webinar with partner Loaded Technologies and joint customer Mastersoft  discussing how they were able to make the leap from spreadsheets to full service CRM in no time.

There is no time like the present to get started optimizing your operations and evolving past the dreaded spreadsheet!

I have always told prospects that it pays to deploy and open, flexible CRM solution…

Now, for businesses in Singapore it really PAYS!

The country has a long history of fostering the creation of well-run small businesses. The latest installment of Singapore’s benevolent attitude towards growing local businesses: SugarCRM is now listed as a certified solution under iSPRINT (Packaged Solutions).

So – what does this mean?

Simply put – any Singapore business that deploys SugarCRM is eligible for a credit of up to 50 percent of the qualifying costs, capped at S$10,000 of an initial subscription of a listed solution. So, that means deploying a best-in-class CRM system at half the cost. That is, seriously, pretty darn cool.

Imagine adding the ability to better manage your contacts, opportunities, activities etc. across your sales, marketing and support teams. Imagine having access to a full reporting suite to guide your business and gain predictability. Imagine empowering sales and support agents with their critical data on the go with mobile CRM access. Imagine identifying, converting and delighting more customers with social CRM tools.

Oh yeah, and all that comes at half the normal cost.

To take advantage of this insanely awesome offer – contact SugarCRM APAC partner iZeno today.

Editor’s Note: The Sapient Salesman began as a series of internally-focused sales coaching pieces written by SugarCRM team member Erin Fetsko. While initially focused on “selling Sugar,” Erin’s advice and wisdom have proven useful to Sugar partners, and well, anyone in the business of sales. Thus, we are happy to add her insight to the Sugar corporate blog. You can read all of Erin’s musings at The Sapient Salesman.

Have any of you ever seen Starved or even (my personal favorite) Better Off Ted? Overwhelmingly the answer I receive is no, and that’s a shame. Classic examples of major networks abandoning ship before a series ever really got off the ground. In the case of Better Off Ted, ABC didn’t even bother to air the final two episodes. I’m most bothered by the fact that, more often than not, the shows that get prematurely canceled have the best writing. Why don’t the networks understand that given all the crap they sling at us it might take the more refined segment of the public some time to pan for gold?!?

I suppose it shouldn’t come as a surprise that our customers, even our partners, often behave with the same haste that modern media demonstrates. Today’s vast market provides so many similar alternatives it becomes quite easy, acceptable even, to simply dismiss a software solution, because you didn’t “get it” on your first try. So how we combat this knee jerk tendency to hate change, blame the tool, and save us from premature defenestration?

It takes 21 days to make (or break) a habit, so first we must gain commitment from our clients of a desire to change; confirm further that they have a desire to improve. We already do this during the sales cycle, but we often belittle the volume of effort involved to succeed with this plan. Why? It’s not as if people can’t relate to the struggles of breaking old habits. Ask them to recall when the last time a New Years Resolution of theirs made it out of February, then further encourage them to take advantage of services we offer to better their odds of success. But that’s only the first step.

Step two requires us to act like a sponsor and advocate for our customers success. This requires us to understand the best practices associated with CRM deployments and to bear them in mind during every interaction we have with customers. When a client reaches out to their account manager we can’t simply supply them with a superficial response when we both know the question’s roots run far deeper. Support should also take the opportunities they are afforded to review a customer’s implementation and steer the veering back onto the road of successful adoption and deployment.

So this year, let’s try to remember that we are in the business of renewals and consequently the selling doesn’t stop at the sale, and as we venture with our clients through the labyrinth of possible implementation paths embrace the lesson of Jim Henson: you can’t take anything for granted.

I really like talking with CRM journalist and all around smart guy Chris Bucholtz. Whenever we have an interview – it always beings around one topic and very quickly tangents off into a great conversation about what we as an industry could be doing better (as well as some side stops discussing WWII aircraft and strategy).

I especially enjoyed Chris’ take on one of the roadblocks to CRM success – Executive Fear – that he describes in his CRM Buyer piece. These are all great ideas. The notion that too many executives are afraid to take chances is a scary, but all too often true, situation. In a shaky economy, I believe this problem gets amplified, as top-level execs are too frightened to lose positions etc. – and simply go the “safe” route.

So – in your organization are you a CRM leader, follower…or just in the way?

As Chris so eloquently notes in his article – “Best practices are made, not born.” I love this statement. The sales and marketing leaders in your organization have to know what is important (lead generation, pipeline, the bottom line etc.) but cannot be afraid to shake things up a little. Instead of “if it ain’t broke, don;t fix it” mentality, a great CRM initiative should always foster a “how can we continually make this better?” mentality.

There are very few “turnkey machines” in the business world. More often than not, we are not in an organization with the luxury of ubiquity or near total market share – what I’m saying is that we are not all Google basically.

It is not always bad to “follow the leader” in terms of taking on proven CRM best practices. Startups and entrepreneurs can learn from larger, successful organizations while finding their identity. But, once found, companies need to differentiate and create their own killer experiences for their customers, develop new ways to pull in new leads, etc.

In the past, the technology supporting a CRM initiative was expensive and time consuming to deploy, configure and change over time. So, it made sense that a conservative approach won out more often than not. However, with today’s less expensive, ultra-flexible web and cloud-based CRM tools – there is far less excuse to take the safe route.

The tools are here now to better align the imagination of sales, marketing and customer service leaders with the actual technology solutions in place to make it happen.

Some interesting New Years preview articles and blog posts have been written over the past several weeks. But one that really strikes a chord with us at SugarCRM is Denis Pombriant’s recent post for CRM Buyer that discusses how the rising costs of fuel and other issues are affecting how we will execute our businesses in 2011 and beyond.

Denis makes great points – we are simply not going to be making as many “face to face” meetings in the future because the costs are simply to prohibitive. What does this mean for sales and marketing agents? Well, for those sales agents that rely on “close relationship selling” and “spit and a handshake” type deal closing, there are some new challenges coming.

For one, how do we more effectively close when we do not have a captive audience? When all a prospect needs to do is hang up – well, you have to continually provide strong value points to keep the conversation, and the deal, alive.

How does CRM fit in? Pretty simply, the ability to prioritize activities, accounts, contacts etc. – especially if your data is aided by real-time updates from social networks and other sources – can help turn the “face to face” agent into a killer telesales pro in no time.

In addition, greater frequency (and more important – relevancy) of marketing messaging through email campaigns, drip campaigns etc. can help marketing teams keep close tabs on prospects and customers even from afar.

Simply put – while we may not get to see our target prospects as much in the future – that does not mean our sales productivity should diminish either.

Editor’s Note: The Sapient Salesman began as a series of internally-focused sales coaching pieces written by SugarCRM team member Erin Fetsko. While initially focused on “selling Sugar,” Erin’s advice and wisdom have proven useful to Sugar partners, and well, anyone in the business of sales. Thus, we are happy to add her insight to the Sugar corporate blog. You can read all of Erin’s musings at The Sapient Salesman.

Remember the days when you vehemently opposed getting a smart phone? You hated how your husband couldn’t seem to leave it alone for a entire meal and you vowed to forgo the hyper-connectivity in favor of actual human interaction. Remember teasing everyone about how their blackberry was simply too big for your dainty pockets? Going on to preach how the last thing you need is to give your mom another reason to criticize your purse-free lifestyle. And really, who needs that much access anyway? You’re online all day, when you’re out, it’s because you need to put the Internet down!

… okay, maybe that was just me …

Well, 11 days ago I caved and got a smart phone and I’ll begrudgingly admit, I’m hooked. But not for the perpetual email access and reliable phone call reasons you might think. I’ve come to realize that despite their functionality border-lining on excessive, these phones aren’t themselves evil.

Okay, DUH! But many people have the same stick-in-the-mud attitude toward software. Even I, who generally advocates loudly for the excessive use of technology, found myself irrationally, passionately, cynically advocating for the status quo.

As technical salespeople, we too soon forget how scary change can be, but as they say: with great risk comes great reward. When you find yourself up against a prospect whose breezed thru the sales cycle, the guy who saw the demo – loved it, understands the value prop , and has the budget to buy, only to find them suddenly coming up with wildly off the wall objections at contract time, remember they might just be afraid to change. As soon as they sign, they get to start realizing all the great benefits you’ve promised and maybe they just aren’t ready to be home every day for dinner. Who knows “the wife” might be a sub par chef.

Remind them of the last time they took a technological leap that seemed excessive or risky or one that forced them to break a bad habit, and ask them if they would ever go back to the old way. You don’t see VCRs, answering machines or phone books  giving DVRs, voicemail and Facebook a run for their money anymore. So why should Rolodexes, spreadsheets and Post-it notes continue to blockade your prospects road to CRM success?

In fact, less than a week after seeing the shiny new world the flashlight app on my Droid illuminated, I’ve already talked my never-had-a-text-plan-in-her-life mother into getting one too. So I guess the moral of the story this week is: I’m a hypocrite. (Just kidding.) Seriously tho, you may find that once your most stubborn prospects allow themselves to try Sugar, they won’t only improve their own processes (and your bottom line), they just might turn into your biggest advocates.