CRM Web Ex

Managing your team

is just a click (or two)

away

Jody Kibbey Marketing Specialist The Indianapolis Star

(317) 444-7337 [email protected]

Today’s agenda:

• CRM Benefits for Managers

• Overview of the system

• Management applications

• The truth about Relationals

• Question and answer

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

CRM Overview

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

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

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

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

An Account vs. a Lead vs. a Contact

• 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

Account Tab

Click word to sort

Account Overview

Custom fields for

Magazine Sales Initiative

Integrated from finance

system

Application: Courtesy Credit Limit

Missing phone is

actually from billing

system

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

eTearSheet Application

Paste

Lead Views

• New business prospects

• Can assign based on alphabet, zip codes, etc.

Lead Overview

Custom fields for

Magazine Sales Initiative

This information

can be harnessed

to target specific

customers and pull

reports

Lead Overview Continued

Contact Views

Contact Overview

Contact Overview Continued

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

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

Management Applications

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

Reports

Accounts Leads

Call History Products

Contacts Reps

Contracts Revenue

Run reports on any variable you want:

Keep track of

many different

sales

initiatives:

Magazine Completed Calls Report

Team

Team

Rep

Rep

Rep

Rep

Auto Upcoming Calls This Week Report

Due Date Donna by Client

Upcoming Calls Report

Rep

Rep

Date

Date

Date

Dashboards- Major’s Top 10

Weekly

On vacation

last week

Only a

four day

week

Dashboards Cont’d

Monthly

Second

week of

month

Full month

Dashboards Cont’d

Upcoming Neglected

Revenue Reports

85% of

revenue

coming from

three reps

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

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

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

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

P12 2008 Win-back Example

P12 Win-back Success

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

Client Responses

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

The Truth about CRM Tools

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

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

Thank you for your time