collaborative crm: the center of the enterprise 2.0 universe: sugarcon 2010
DESCRIPTION
This is Aaron Fulkerson's (@roebot) deck from Sugarcon 2010 where he spoke about a gapless process and personalized experience for prospective customers, end users and partners. Specifically his vision of this being enabled by Social CRM (SCRM).TRANSCRIPT
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Collaborative CRM: The Center of the Enterprise 2.0 Universewww.mindtouch.com
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Aaron Fulkerson
@roebot
We’ve got to bridge these damn silos!
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One to many information dissemination
Follow the “manual”
Replaceable factory workers
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Many to many information dissemination
Contributing stakeholders
Valued artists
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Specialization and the transition to the web is fragmenting data.
Silo Proliferation
EnterpriseApplication Silos
DatabaseSilos
OfficeProductivity
Human /DepartmentalSilos
WebServices
Increasingly challenging:
1. Accessing data (internal and
external)
2. Making actionable
3. Sharing and collaborating
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Web 2.0 – A Silo Explosion
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Disconnected Ecosystems of Chaos
Services
Marketing
Customers
PartnersProduct Development
Sales
SupportAccount
Management
• Single user desktop app many contributors in web browsers• One to many many to many• More stakeholders in more locations• Isolated silos of content (varied formats)
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Many examples in the customer lifecycle of lossy communications.
Information Asymmetry
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Creates lost revenues...
Information Asymmetry
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…and unhappy customers.
Information Asymmetry
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• Decision maker relationships not recognized
• Support intelligence not used to up sells• Assets exist, but not used• Product capable, but not communicated• Brand under attack, no response• Easily addressed market never targeted• Services scope misaligned
The symptoms of information asymmetry.
Lost Revenue and Unhappy Customers
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Another marketing term. YAY! Providing social context.
SocialCRM
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Information Symmetry
Services
Marketing
Customers
Partners
Product Development
Sales
SupportAccountManagement
Increasingly challenging. Increasingly important.
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Customer Contact Occurs Everywhere
• At the tradeshow booth
• Contact forms on the web
• Q&A during webinars, live chat
Challenge:
• How do you capture, rank and share this information so early in the lead lifecycle?
Turning Leads into Prospects into Customers
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A glut of critical information and process.
As Leads Qualify, Interactions Increase
• Qualification calls
• Marketing nurture campaigns
• Sales tools introduced
• Calls to action made
Challenge:
• Is there an effective way to track what was sent, when and by whom?
Each of These Activities Has a Response or Reaction Tied to Them
Turning Leads into Prospects into Customers
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Turning Leads into Prospects into Customers
Opportunities Materialize
• What assets do I need to make this deal a reality? Whitepapers, demos, webinars, case studies, silver bullets…
• What other groups within my company are going to participate?
• Am I working this deal with a partner?
• Services involved?
Challenge:
• Now that an opportunity has been created, how do I best manage the activities of all those who will help me get this deal done?
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Managing, servicing, supporting and renewing accounts.
The Sales Hand Off
Hand off to Support and/or Services
• What did sales tell you?
• Who scoped this?
Challenge:
• Misaligned expectations
• Account renewal
• Up/Cross selling
• Satisfaction
Services
Support
AccountManagement
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salesrep
product mgr
sales eng
legal
support
services
partner
It’s Takes a Team
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Information silosSupport ticketing
Financial systems
Order management
Service contracts
Context switchingInternal systems
Online sources
Lack of group and departmental collaboration------------------
Information Asymmetry =
LOST Revenue
Dissatisfied customers
CRM Only A Piece in the Puzzle
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Collaboration and data aggregation.
In Context Collaboration and Information Symmetry
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Managing, servicing, supporting and renewing accounts.
A Gapless Process
• Silos federated:
• Accounting
• Support ticketing
• Social networking
• News
• Twitter/blogs
• Process documented
• Stakeholders auto-messaged
• Tacit Knowledge captured
• Customer needs and desires well understood
• Product well-informed
Services
Support
AccountManagement
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• Enterprise Intelligence• Internal data sources: ERP, AP, support ticketing, files….
• Online and Social intelligence• News, twitter, blogosphere, social networking, subscription data sources
• Collective intelligence• Tacit knowledge
-------------------------------
MORE Revenue
Happier Customers
Benefits
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• Decision maker relationships recognized• Prospect’s needs recognized• Customer Support a profit center• Assets and silver bullets fully utilized• Brand attacker turned into evangelist• More targeted products and services• Services higher margin• Customer experience personalized
The symptoms of information symmetry.
More Revenue and Happier Customers
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Collaborative CRM for SugarCRM Customers
Seamless Integration with Your Existing SugarCRM Deployment
• Create collaboration project directly from SugarCRM opportunity page
Enterprise Intelligence
• Share deal data and documents with team members
• Take attachments out of email and collaborate
Jointly Developed with Levementum, the Leading SugarCRM Consulting Partner
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Immediate Benefits, Immediate ROI
Greater Visibility, Fewer Surprises
• Drastically reduce the ‘gotchas’ that can derail an opportunity
• Activity stream monitoring allows you to see most recent contacts made within the opportunity
Organized, Accessible Customer and Opportunity Information
Close Deals Faster, More Efficiently
• Reduce the friction in the sales process
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Collaborative CRM Brings Teams Together
Marketing
Partners
Product Development
Sales
Product Management
Your Sales Opportunitie
s
Legal
Collaborative CRM Creates an Information Advantage
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Tangible Value of Collaborative CRM
Increases deal efficiency, revenue and customer satisfaction.
Lowers the cost of sharing, organizing and discovering information
Supports the creation of internal networks for continued, repeated knowledge exchange
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Summary
Collaborative CRM • A cornerstone of any high velocity sales
environment• Creates information symmetry across internal and
external teams• Breaks down barriers, by sharing the critical data
that helps close deals faster, and better manage customer relationships
• More money• Happier customers