CRM Case 2: BOD Presentation - Salesforce Application - Simulation situation

LOGO

TelTech BOD Presentation

2012 Sales Forecast

Lee Charlotte 2013 MSc Marketing

Agenda

Current Situation

3 Optimal Selection

Global Strategy

Business Objectives

Some Focuses

New CRM Strategy

1

2

4

5

6

Conclusion7

Current Situation

Business developmen

t

Cost increased

Economic Crisis

Core Industry & Revenue decline

Competition & Price Pressure

Technology & Innovation

Performance, Quality,

Precision

In Past

• Our Business Situation

In Future

• What Forecast• What Action Plan

In Present

• M & S Campaign• Leads Generation• Opps Selection

Business Objectives

TelTech3 Objectives

Profitability

DiversifyCustomer

Centric

Business Objectives

Business ResourcesBusiness Market

Restore Profitability

• Restore the profitability to meet financial expectation

• Explore customer base with cross-selling and up-selling

• Technology innovation and Cost controlling thanks to economic of Scales

Diversification

• Business Development

• Expand and diverify client base

• Product Innovation and Specialization

Customer Centric Culture

• Customized product and service offer

• Strategic collaboration for projects development

• Expertise on promising activities

Based 3BOs concept, the business strategy will be:-

Agenda

Current Situation

3 Optimal Selection

Global Strategy

Business Objectives

Some focus

New CRM Strategy

1

2

4

5

6

Conclusion7

Optimal Selection: Filter Criteria

Profit Contribution > 0- 16 opps

- 85 opps

3 Telco: 303 Telco: 30 50% : 5 Industry50% : 5 Industry

> 150000

Telco-Handset Telco-Network

Telco-Infra

automotive: 2 automotive: 2 OtherOther

Automotive

> 140000 > 50000

> 30000

> 30000

> 200000> 250000

> 400000

> 130000

Diversification in different Profit Contribution

Automation Broadcast

Multi-media Medical

Telemetry

Military

Space

Sub-Contract

Optimal Selection: 79 Opportunities

Automative

Telco-Infra,Telco-Networks Telco-Handset

AutomationMultimediaBroadcast, MedicalTelemetry

2 opps

12 opps

46 opps

Military, SpaceSub-Contractor

19 opps

Optimization of Profit contribution

Profit contribution

21,15M€Profit contribution %

41,58%

• The best 79 potential opportunities among the 180 current ones

• Improved Profit Contribution : > 20M € and > 40%

Optimization of R&D budgets

• Respect of the budget constraints: 1500K€

• 54% of our R&D costs are in the new diversification sector

Optimization of M&S budgets

• Respect of the budget constraints: 700K€

• M&S costs well distributed to strong growth and profitability industries

Agenda

Current Situation

3 Optimal Selection

Global Strategy

Business Objectives

Some Focuses

New CRM Strategy

1

2

4

5

6

Conclusion7

3BOs: Profitability (Accounts class)

180 opps • Existing Key Accounts occupy only 15% - 40% in each regions

• Their product contribution just occupy less proportion compared with B & C accounts

3BOs: Profitability (Accounts class)

79 opps

Reason of developing B and C account

• Effective utilize existing Resource

• Expand the business opps and development

• Raise the profitability

3BOs: Profitability (Industry)

79 oppsConsideration of cost, resource, currency rate, political factors,

Company adopt difference Strategy in difference region and industry

3BOs: Profitability (Industry)

• Traditional Industry: Military • New Strategic: Automotive• Diversification: Automation, Telco’s

3BOs: Diversification (Probability)

79 oppsPotential Order (Probability) and Global Area under Industry diversification

Potential

Vs

Closed Won

3BOs: Diversification (Market)

79 oppsPotential Order (Probability) and Global Area under Industry diversification

Develop Market

Vs

Emerging Market

3BOs: Diversification (Industry)

79 oppsPotential Order (Probability) and Global Area under Industry diversification

High Profit Industry

Vs

Low Profit Industry

3BOs: Customer Centric

79 oppsBalance Strategy: Value, Relationship, Technology and Culture Fit

1

3BOs: Customer Centric

79 oppsSpecialization Strategy: Concentration, Customization and Culture Adopt

Agenda

Current Situation

3 Optimal Selection

Global Strategy

Business Objectives

Some Focus

New CRM Strategy

1

2

4

5

6

Conclusion7

• Automotive• Automation• Broadcast• Medical

Some focus

Agenda

Current Situation

3 Optimal Selection

Global Strategy

Business Objectives

Some Focuses

New CRM Strategy

1

2

4

5

6

Conclusion7

New CRM strategy

• Reinforcement of our CRM strategy by the deployment of marketing and sales actions in-between company

• Customized services for our valuable accounts to reward them of their loyalty

New CRM strategy

We implemented CRM Services for our most trustful Accounts:

• A powerful and easy-to-use cloud system

• A collaborative CRM tool to connect all the employees.

• A training for our key account to become a customer company

• An access to our CRM services through multi channel

New CRM strategy

MRP Logistics Forecast

EXISTING CRM STRATEGY NEW CRM STRATEGY

For a differentiated customer experience & a more productive and cost effective collaboration between our partners..

Summary

Profitable strategy based on diversification

Confidence in promising industries such as medical and broadcast

A reinforcement of our CRM strategy to think long-term

LOGO

Selection process

Selection process by maximizing the profit contribution by industry as well as respecting the constraints of budget, costs, diversification