Download - How to build a profitable crm business ?
How to make a profitable CRM business
Siska Bossuyt
CRM Coach JEZZUP
Prepared for February 2014
Building a Customer-Centric Organisation
Always on discovery tour, looking for insipiration ...
CRM Coach10 years @ Microsoft
CRM vision & strategy CRM coachingTool selection
Coach new CRM partners
Partner Technical Specialist Presales
Solution Sales BG Lead
-- Microsoft Dynamics CRM --
15 years of CRM
What does it take to be a “successful”
new CRM partner ?
Successful ≠ certified ≠ recruited
Successful = PROFITABLE
It’s a matter of doing ALL things RIGHT
Not a OR-OR story,
but certainly an AND-AND story
Top 5 disasters
1. Lack of planning
2. No marketing investment to develop, nurture and maintain pipeline
3. Limited follow up on leads
4. Old digital presence
5. Poor service levels
WHAT ARE THE KEY SUCCESS DRIVERS?
FOCUS
Defining your strategy and partnership
Marketing planning and execution
Sales planning and execution
Marketing and sales administration
Microsoft resource utilization
Defining your strategy and partnership
Mar
keti
ng
pla
nn
ing
and
exe
cuti
on
Sale
s p
lan
nin
g an
d e
xecu
tio
n
Mar
keti
ng
and
sal
es a
dm
inis
trat
ion
Mic
roso
ft r
eso
urc
e u
tiliz
atio
n
Defining goals and aspirations
• Where do we want to be in 3 years ?
– Positive story
– Negative story
Defining where to play in the market
Wat are the drivers in that market ?
Cloud or On Premise ?
Vertical / Horizontal ?
Vertical
• Understand your customers’ customers
• Understand their industry
• Understand your business processes
• Understand their competition
Horizontal
• More difficult to differentiate
• Faster start
Build or Borrow ?
• > 300 apps in marketplace
• Build IP or no IP ?
• Become ISV or not ?
Focus Area ?
sales
Customer service
marketing
YOU
YOU
YOU
YOU
People
• Depending on choices made :
– Volume / value
– Industry
– Focus area
– Build IP or not
People
Def
inin
g yo
ur
stra
tegy
an
d p
artn
ersh
ip
Marketing planning and execution
Sale
s p
lan
nin
g an
d e
xecu
tio
n
Mar
keti
ng
and
sal
es a
dm
inis
trat
ion
Mic
roso
ft r
eso
urc
e u
tiliz
atio
n
What do we need ?
Annual Marketing
PlanLinked to our Strategy
CampaignsExecutable
With budget
and goals Realistic
Def
inin
g yo
ur
stra
tegy
an
d p
artn
ersh
ip
Mar
keti
ng
pla
nn
ing
and
exe
cuti
on
Sales planning and execution
Mar
keti
ng
and
sal
es a
dm
inis
trat
ion
Mic
roso
ft r
eso
urc
e u
tiliz
atio
n
Strategic Sales Planning
• Having a real sales process is ESSENTIAL
• We need to MANAGE the opportunities
• Manage the LONGER sales cycles in Dynamics CRM
Sales Process
Sales Process Prospect Qualify Develop Solution Proof Close
INCLUDE CRM IN YOUR SALES QUOTA !
Def
inin
g yo
ur
stra
tegy
an
d p
artn
ersh
ip
Mar
keti
ng
pla
nn
ing
and
exe
cuti
on
Sale
s p
lan
nin
g an
d e
xecu
tio
n
Marketing and sales administration
Mic
roso
ft r
eso
urc
e u
tiliz
atio
n
MAKE IT SUSTAINABLE !
Follow up -- Follow up -- Follow up
Def
inin
g yo
ur
stra
tegy
an
d
par
tner
ship
Mar
keti
ng
pla
nn
ing
and
ex
ecu
tio
n
Sale
s p
lan
nin
g an
d e
xecu
tio
n
Mar
keti
ng
and
sal
es
adm
inis
trat
ion
Microsoft resource utilization
Microsoft Resource Utilization
Many, many resources ...
Utilization tips & tricks
Involve Microsoft in your marketing plan
Use all Microsoft marketing materials BUT,customize them to fit your organization and offer, don’t use the generic templates.
Enrollment in Microsoft partner management programs.
Utilization tips & tricks
Partner certification and competency
Joint Marketing Funds
Competitive information
Launch activities
ISV and/or CFMD solutions
Follow up with your Microsoft contact.
Defining your strategy and partnership
Marketing planning and execution
Sales planning and execution
Marketing and sales administration
Microsoft resource utilization
To summarize ....
AND ....
Interested to know more ?
Need some help ?
Siska BossuytJEZZUP
@SiskaBossuyt
