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CUSTOMER

RELATIONSHIP
MANAGEMENT
(CRM)
Solution Study

Insights, Landscape, & Vendor Analysis


CUSTOMER RELATIONSHIP MANAGEMENT
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Customer Relationship Management? 05

3 CRM Maturity Model 08

4 Benefits of CRM 10

5 CRM Deployment Lifecycle 13

6 Vendor Selection Criteria 15

7 CRM Solutions Landscape 21

8 Analyst Bottom Line 24

Action Plan 25

Our Solution Study Methodology 36


About 37
CUSTOMER RELATIONSHIP MANAGEMENT
Solution Study

Executive Summary
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales
Enablement Solution Study Series, we examine each key stage of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is CRM?
In this report, we focus on one of the two foundation technologies of
Sales Enablement – Customer Relationship Management (CRM).

The insights and analysis presented in this report provide marketers with Benefits of CRM
a baseline understanding of the CRM landscape.

If your organization is considering CRM software, currently implementing


a CRM system, or providing a CRM-related product or service, this CRM Deployment Lifecycle
report will provide you with fresh insights on the landscape, technology,
strategies, and vendor solutions.

Vendor Selection Criteria

CRM Solutions Landscape

Action Plan
THE EVOLUTION OF SHOPPER MARKETING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 5

CUSTOMER RELATIONSHIP MANAGEMENT


Solution Study

What is Customer
Relationship Management?
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 6

What is Customer Relationship Management?


Demand Metric defines Customer Relationship Management (CRM) as: FIGURE 1
Modern CRM Solutions

The strategies, processes, tools, and technologies


Contact Sales Support & Helpdesk &
to develop, manage, and support customer inter-
Management Email Marketing Trouble-ticket
actions, relationships, and experiences across the
organization.

Integrated Channel &


Modern CRM
Architecture & Partner
At their most basic, CRM systems support sales, marketing, and customer Platform Solutions Management
service functions.

Advanced Enterprise CRM systems now support the entire customer rela-
tionship, including activities and interactions from the back office to social Sales & Business eCommerce
Field Service
communities. Intelligence Integration
SALES ENABLEMENT
Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Revenue Accountability Budgeting & Planning CRM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Performance Reviews & QA Business Intelligence Webinar Presentations Customer Lifetime Value, NPS
Management
Reporting to CEO/Board Recruitment & Retention MRM Conference Keynotes Return on Customer (ROC)

New Product Development Product Launch Product Mgmt. System Data Sheets, Whitepapers Market Share, Profitability
Product
Create Sales Tools/Guides Win/Loss Analysis Enterprise Feedback/Survey Case Studies/Testimonials Brand Equity
Management
Messaging & Positioning Competitive Analysis Content Management Competitive Analysis Content Usage

Build Reports & Dashboards Sales Forecasting CRM Compensation Model % Quota Achieved
Sales Operations Monitor Sales Productivity Territory Management Proposal/CPQ TCO/ROI Calculators Sales Cost/Revenue Ratio
Data Management Sales Compensation Sales Content Portal Sales Playbooks Incentive vs. Quota Ratio

Build Reports & Dashboards Marketing Budget CRM & Marketing Automation Buyer Personas Sales Qualified Leads
Marketing
Marketing Systems Admin Campaign Analysis Analytics & B.I. Customer Journey Map Cost Per Lead (CPL)
Operations Proposals, Presentations
Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Cost of Acquisition (CAC)

Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email How-To Guides Campaign ROI, Email Metrics
Demand
Branding & Social Media Lead Generation & Appointments Digital Asset Management Research Reports Marketing Qualified Leads
Generation
Content Marketing Tradeshows & Webinars Event/Survey Management Webinars Contribution to Pipeline

Customer Acquisition Sales Process CRM New Features/Ideas for R&D % Quota Achieved
Sales/Account
Customer Retention Opportunity Management Proposal/CPQ Objection Responses Renewal Rate, Revenue
Mgmt. Opportunity Metrics
Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts

Staffing for Sales Enablement Recruiting & Hiring HRIS Job Descriptions Avg. Time to Achieve Quota
Human
Sales Training New Rep Onboarding Learning Management System Quality Assurance/Coaching % Unsuccessful Hires
Resources Performance Management Performance & Firing LinkedIn & Job Websites Sales Training Manual # CV/Resume Submissions

Customer Service/Support Helpdesk (phone support) Customer Support, Twitter New Features/Ideas for R&D Avg. Time to Resolution
Customer
Identify Sales Opportunities Email Support (case/ticket) CRM, Order Management Support Scripts % Escalations to Tier 2
Support Accounting/Billing/ERP
Customer Insight/Feedback Online Community Requests FAQs, SLA Net Promoter Score (NPS)
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 8

CRM Maturity Model


As our Customer Relationship Management Maturity Model (next page) Our Maturity Model shows the progression of an organization from Stage 1
illustrates, organizations moving from a lack of experience with CRM to those (Undefined) to Stage 4 (World Class) that is characterized by the following best
which fully embrace it must consider key components. practices:

Level of Commitment
The strength of the commitment and the focus on excellence in Mar-
keting initiatives and campaigns drives other best practices.

Planning
Marketers create strategies, goals, and KPIs for every point of
their Content Marketing effort.

Processes
Marketers develop measurable processes for each phase to
ensure progress and success.

Resources
World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.

Management
World Class companies effectively manage the change, progress,
and results of Content Marketing efforts.

Demand Metric’s CRM Program Maturity Model can be used in combina-


tion with the vendor landscape analysis and charts detailed in the CRM
Program Solutions Landscape section of this report.
CRM PROGRAM
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
STAGE 1 - Undefined CRM System integrated with
other Business Applications
CRM System in place
Contact Database used Opportunity Funnel is accurate,
No CRM System Reps manage Opportunity
ability to forecast
Funnel in CRM System
Reps Manage Opportunity
Reps Manage Opportunity Funnel in Contact Database but Lead Source tied to Sales to
Funnel in Excel or not at all reporting is inaccurate Lead Sources are mostly known
determine Campaign ROI

Lead Sources are unknown Some Lead Sources known Sales Process is mapped to
Sales Process is repeatable and
Buying Process and Opportunity
measurable
Funnel in CRM
Sales Process is not defined Sales Process defined but not
mapped to Buying Process Success Metrics are managed
Success Metrics tracked
Success Metrics are unknown closely to get reps performing
and not tracked Success Metrics for Top
Performing Reps are known Opportunity Win Rate is 15%+
Opportunity Win Rate is 20%+
Opportunity Win Rate is less
than 10% Opportunity Win Rate is 10-15%

Want to rate your organization’s CRM maturity with an


interactive tool? Download our CRM Maturity Assessment VIEW RESOURCE
and get started today!
THE EVOLUTION OF SHOPPER MARKETING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 10

CUSTOMER RELATIONSHIP MANAGEMENT


Solution Study

Benefits of CRM
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 11

Benefits of CRM
The primary benefits of CRM are associated with the three functional
Benefits for Sales
areas these systems support – sales, marketing, and customer service.
Here we explore the fundamental features/benefits of a standard CRM The primary sales benefits of CRM include:
solution.
Prospect customer profiling to provide a
We will explore the advanced and emerging features and benefits, such comprehensive view of customer details, interests,
as customer experience and lifecycle management, discussed in the CRM and activities
Solutions Landscape section of this report.
Lead scoring and account management to enable
sales to manage the account as it moves from lead to
close
Benefits to Customer Service Opportunity management to enable sales to quickly
determine where to spend their time for the highest
The primary benefits to customer service include:
ROI
A single-view console for faster case management
Territory and quote management to maintain
Access to the complete customer history to quickly performance and margins
answer questions and resolve issues
Social selling tools to integrate insights on prospect/
Detailed product information through access to an customer social activity into the sales cycle and
online product directory with online query search knowledge base
Real-time access to customer services metrics through Pipeline management and forecasting with dashboard
dashboards, reports, and alerts analytics for better sales performance management
Management of service contracts Mobility apps to provide sales the ability to present
and sell anywhere on any device (PC, tablet,
Smartphone)
BENEFITS OF CRM CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 12

Benefits for Marketing Additional Benefits


Advanced CRM solutions offer many benefits beyond
The primary benefits to marketing include:
those directly related to the sales cycle. These include:
List management to create campaigns targeted at the
Architecture/Platform Integration – depending on the
right customer groups
sophistication of the vendor, the vendor will either
Email marketing campaigns based on deep prospect/ integrate with a leading CRM Enterprise platform like
customer knowledge Salesforce.com, Oracle, or SAP, or allow this level of
Campaign templates to streamline marketing campaigns application integration

Lead generation and scoring to qualify sales leads Business intelligence and reporting for better
customer insights
Automated lead nurturing to develop leads into
opportunities Back office ERP integration to extend CRM
functionality from the frontlines to business operations
Social Marketing to enable marketers to listen,
functions, enriching the customer/contact information
engage, publish, and advertise across all social
with payment and invoicing history, etc.
channels and communities
Workflow automation for streamlining processes,
The ability to measure and track email marketing
activity monitoring, and inquiry routing
campaigns to determine ROI
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