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Pyinna – 20 years CRM pedigree. CRM Contents. Marketing management Contact Management Opportunity Management Quote Management Discounts/Payment terms management Call Reporting Account Planning Commission Management Management Reporting. CRM tool in typical customer environment.
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CRM Contents Marketing management Contact Management Opportunity Management Quote Management Discounts/Payment terms management Call Reporting Account Planning Commission Management Management Reporting
CRM tool in typical customer environment • Web based tool • Functionality developed to fully support business processes • Business processes identical for entire enterprise • Main focus on Account Manager as source for reliable customer and prospect data • Used by Sales, Marketing, Customer Support and Finance organization • Access and user rights depending on function of individual
Goal of CRM • Customer “intimacy” • Know everything you need to know about your customers • Information rich • Able to be pro-active instead of re-active • 1 User interface gives access to all customer related information • For newly appointed Account Managers • Customer history easily available • No need to go on fact finding mission
CRM Strategy • Single source of all customer related information • Knowing your customer • Sharing information with your colleagues • You see what I see • Teamwork extremely important for the success of company Growth Initiative • Planning and possibility to report correctly and accurately is key for measuring the progress
Lead Generation James Brown Brown our company & products. one of our products is Brown Brown Brown j.brown@thamessteel.co.uk Brown Brown Brown Brown ourselves. Brown 01344 675432 Brown
Account Planning file: Sample Spreadsheet Additional explanation at next page Click to reveal the SBUs per customer Three columns to update with data, one column to review.. • Enter ORDER Target here • Review ‘Calculated Shipment’ based on the Order value and assumption per SBU – see next page • Enter SHIPMENT Target here if ‘calculated shipment not correct • For products this will be fixed (blocked) number based on Order Value. Projects/ systems need to be updated. • Enter customer potential here
Reports • Reports – Excel format for • Opportunity Management (forecast) • Call reporting • Quote reporting • AOP$ report • KPI report • All reports available via Cognos
CRM to SAP • Tool is fully compliant with Disciplined Sales Process • Tool is compliant with processes defined in SAP • CRM Quotation tool will be interfaced to SAP • 1 user interface which contains all the customer related data • Standard/consistent reporting throughout entire region
Disciplined Sales Process Business Intelligence used at front end and back end of the sales process: Analytics Planning Implementation Metrics • Sales Performance • Performance to Plan • Market Share • Sales Pipeline • Promotion Effectiveness • Customer Analysis • Customer Retention • Customer Penetration • Customer Acquisition • Commercial Program Analysis • Launches • Initiatives • Programs • Product Management • Migration • Cross-selling • Country Sales Plan • Customer Retention • Customer Penetration • Customer Acquisition • Sales Coverage • Commercial Plans • District Sales Plan • Customer Retention • Customer Penetration • Customer Acquisition • Sales Coverage • Commercial Plans • Key Account Plans • Global Accounts • Territory Acct Plans • Campaign Management • Coordinated Launches • Tradeshows • CAOTM’s • Programs • Account Management • Opportunity Mgmt & Collaboration • Customer Centric Selling • Segment Management • OEM – SI - End User – Distributor • Industry • Sales Performance • Performance to Plan • Market Share • Sales Pipeline • Promotion Effectiveness • Customer • Retention • Growth • Acquisition • Is planning and implementation effective? Answers Targets Action Accountability
Sales & Marketing Intelligence Commercial Plan to Action Interest to Lead Opportunity to Solution Configuration Negotiation to Quote Content Creation to Reuse Market Identification to Commercial Strategy Territory to District / Country / Channel Plan Account Strategy to Relationship • Capture and review customer requirements • Configure the solution – product and / or service • Present and demonstrate solution • Identify markets, with support from all stakeholders • Create plan to reach new and existing markets • Define Customer coverage strategy (e.g. direct, channel) • Declare targets and commercial activities • Manage Territories and APRs • Agree and approve marketing plan • Executed marketing campaigns • Understand marketing effectiveness (feedback received) • Evaluate competitive situation • Review historical performance on contract • Negotiate discounts, POV’s, T’s & C’s and deliveries (new or contract renewal) • Present quotation to Customer • Provide customer references or host customer visit • Qualify Customer Interests and turn over to appropriate party • Organize leads into stages • Sales works the leads • Create solutions focused commercial collateral • Product Data Syndication (IDW) • Define account potential • Establish Account Plan and pursuit team • Account and Contact Mgmt Activities • Quotation with pricing, POV’s, T’s & C’s, and delivery commitments • Pipeline • Implementation of Campaigns, Trade Shows, PR, Programs, Advertising, Catalogs, Training, • Information for catalogs, quotations, brochures, web, manuals, etc. • Support Channels with Product data • Rolling 1 Year Commercial Plan • Price Increase plans • Qualified Leads • Pipeline • Opportunity documented • Solution defined & demonstrated • Pipeline • District, Country, Channel plan • Account Plan • Account Projection • Accounts and Contacts Outcomes • Logistics (ATP) • ETO • Pricing Team • Configurator • Supply Chain • Marketing • Sales • Channels • Product Mktg • Sales • Pricing Team • Product Mktg • Sales • Demand Planning • Channels • Sales • Comm’l Marketing • ETO businesses • Comm’l Mktg • Finance • Marketing • Sales • Channels • Engineering • Marketing • HR Interaction Points = Monitoring / Mgmt processes
New customer classification calculated and loaded into Pyinna (no user input required)
Pricing Management • Tool: CTC – Commercial Terms Change The tool within Pyinna through which every change in Customer commercial terms needs to be entered and approved. 4 Authority Levels in the tool: • Account Owner • In Country Authority • Regional Authority • COE
Pricing Management • The tool holds the authority values for each individual and controls the escalation process • There is a direct link between the quotation tool in Pyinna and the CTC tool to speed up the process • Whatever has been approved in CTC is put in on the Customer in our business system – Peoplesoft • Customer orders are priced according to agreed conditions: discounts, payment terms, delivery terms
Pricing Management • Negotiation possibilities: • Customer Discount Schedule • Specific Project Discount • Fixed Price • Price Freeze • Order Discount • POV/Concession • Rebate • Payment Terms
Data Warehouse - Data Integration Transactions • PeopleSoft • Kempen, EJA • Propack Data • IFS • S&D Germany • Comet South Africa • Routeco UK • ControlTech Czech Rep. • Other EMEA Distributors Products • PeopleSoft • Item Master • other Sources Pyinna CRM • Industry Characteristics • Account Characteristics • Account Mapping/Targets • Account Plan, Opportunities • Customer Master • CustomerIntelligence • D&B 2-Way Data warehouse • Security • HR-IS • Financials • Plan • Forecast • Non-Regional Sources (Summary Level) EMEA Business IntelligencePortal • Available • In Process • Coming CRM and Transactional data - Closely integrated.
Costs involved • Pyinna user-license • Server from which to run the application • Data transfer (including Pyinna assistance) • Support from Pyinna • IT support • User training from Pyinna
Cognos Tools • PowerPlay • EMEA Sales Cube (pre-selected set of data that can be configured by the user) • Cube Reports (Standard .pdf report linked to the Sales Cube) • Cube Views (Stored bookmark of a cube configuration) • Impromptu • IWR – Impromptu Web Reports (can query for any data, but can’t be configured by the user) EMEA Sales Cube (Restaurant) EMEA Data Warehouse (Grocery Store) PowerPlayCube Report (Menu) ImpromptuReport(cooked meal) Impromptu Query (Shopper)
Sales Commission • The Sales Commission Mapping Tool shows the official assignment of customers and commission SBUs to Account Managers. • The Account Plan Values are assigned to the customer and stay at the customer level independent to the commission mapping • The Order and Shipment values are assigned to the customer based on the “Customer Master” links independent to the commission mapping • With the commission mapping the customer SBU’s values are assigned to the individual ACM • The sum of the FY08 Plan amounts per assigned customers, plus the unidentified Z3 placeholder plan amount, will define each Account Manager's FY08 Target. • Every change in the commission mapping during the FY will change the Account Manager's overall target, because the customer targets and sales values will move with the changed mapping
Sales Commission Rules • Account Managers strategy types are mapped to accounts according to the illustration in the next two slides. • The main strategy is IA, so all other Account Managers will either have their own customers or will share targets with the IA Account Manager. (example: Comp ACM may have his/her own accounts or will share the Comp target with the IA ACM. The Comp ACM will not share customers or targets with SFW, MPS, DSY or HIPOW ACMs. This rule applies to all Strategy ACMs who are not IA) • Account Managers are mapped to the SBUs as listed in the Commission SBU Model
FY08 ACM Commission SBU Model CR=Credit Split, must be requested by ACM
KPI Dashboard Sales Force Effectiveness Management Summary
KPI dashboard: 3 pages metrics + 1 info tab Page 1: Activity Page 2: Product Page 3: Pipeline Page ‘0’: Info tab
Page ‘zero’ – Info tab • The Info tab informs the user on the date of the source data • General rules: • Actuals (monthly and YTD) are always full month values • Opportunities are snapshots as per the moment taken from Pyinna • Dates are mentioned in the info tab
PAGE 1: Activity See page 7 to 15 • Weekly Visits Run Rate = sum of visits with status ‘done’ in current week and 12 past weeks, divided by 13. Target set by Country. • Actual YTD = average of weekly run rate per each week from start of FY till date of report • Quotations: Refers only to Quotes where ACM is Author of quote, quotes from others are out of scope • Opportunity Creation: All Opportunities independently of their “status” (In Progress, On Hold, Won, Lost) • EOY Funnel = Opportunities ‘Won’ and ‘In Progress’ expected in review month till end FY • EOY Forecast = YTD Orders + (EOY Funnel Full $ Value x Won/Closed Full $ Value) D A B E C F
Page 2: Product • Shipment & Orders: Shipments and Orders Actual and YTD based on customers as the individual is Commission Mapped to. Values are for full months. • Pipeline: Opportunities based on ‘Project Owner’. Account Owner can be Project Owner for all his customers. Anyone assigned to the Sales Team of a specific customer can update opportunity. • FY Forecast vs AOP = AOP - Actual year to date orders + Opportunity weighted 30/60/90/ROY • Coverage % = $weighted opportunities as a % of Orders AOP • Probability % = $ weighted opportunities as % of $total value opportunities • Comments/ Actions: Area to add actions to manage/ close gap B A C D E F
Page 3: Pipeline • Pipeline projection: series of graphs showing opportunity funnel by Z-type, and YTD actual as basis. Each graph has different threshold for probability %. Coverage%= (YTD actualOrders+ weightedopportunities) / Order AOP]. • Top 20 Accounts: Top 20 based on Orders FY06 and FY07. YTD Growth = YTD FY08/ YTD FY07. Annual Growth = Annualized YTD FY08/ FY07 • Top 10 Opportunities: Based on Total value (not weighted) • Active Funnel Level: YTD Won & YTD Created. Weighted& Total p period (do not add these values). Opps Goal $ = Order AOP total IA * 2 + Order AOP total projects * 3 (Opps Goal $ YTD Won = YTD Orders) A B ALL PROB% PROB% > 30% C PROB% > 50% D PROB% > 90%
KPI Dashboard Sales Force Effectiveness User Guide PAGE 1: ACTIVITY
KPI Name: Weekly Visit Run Rate Pyinna Visit Page Snapshot Example Definition: This is an indicator of the sales visit activity showing the “current speed” at which an ACM visits the customer base using a 13 week rolling average. • Actual - Is the overall (fiscal) YTD weekly visit run rate for a given Account Manager. • Target – The target value will be defined by ACM at a local level. • Graph - Shows the trend of the weekly visit run rate values for a specific ACM since the beginning of the year vs. a target (in this case is the YTD average of the ACM group). Calculation: The weekly run rate is the sum of all the visits done in a 13 week window (12 past weeks + current week visits), divided by 13 on a rolling period basis. The YTD actual is the sum of all the individual weekly run rates divided by the number of weeks YTD. 13 week period represents a quarter of activities and is used to smother out the seasonality peaks. Only the visits with a status “Done” are taken into account (visits with status “Scheduled” or “Missed” are excluded – refer to Pyinna example snapshot). To allocate a visit to an Account Manager, we use the name that appears in the field “Action for” (the Account Owner name is not used). Data Source: All data is subtracted from Pyinna 1 2 3
KPI Name: YTD Visit Volume Definition: This is an indicator of the total sales visit activity volume since fiscal year start showing the “distance” covered to date by an ACM, segmented by Z customer type visited. • Actual YTD - Is the total number of visits done to date for a given Account Manager since the beginning of the fiscal year. • Target YTD – The year to date target value will be defined by ACM at a local level. • Graph - Shows the weekly trend of cumulated visits for a specific ACM since the beginning of the fiscal year vs. his ACM group average performance. • Z Type - Shows the % segmentation of the total visit volume by customer type visited. Actual is the measured ACM performance. The year to date target value will be defined by ACM at a local level. Calculation: On a weekly basis, we sum of all visits with status “DONE” since the beginning of the fiscal year per ACM. Only the visits with a status “Done” are taken into account (visits with status “Scheduled” or “Missed” are excluded – refer to Pyinna example snapshot previous page). To allocate a visit to an Account Manager, we use the name that appears in the field “Action for” (the Account Owner name is not used). Z customer type segmentation is done based on the information provided in Pyinna Data Source: All data is subtracted from Pyinna 1 2 3 4
KPI Name: New Opportunity Creation Definition: As a result of the sales visit activity, the goal is to shows the capacity to identify & generate new opportunities and build a short/medium/long term funnel within the customer base (Z segmentation). • No Opp./Full $ Value - Is the total number & full $ value of the opportunities created into Pyinna by the measured ACM since fiscal year start to date. • Targets –The target value for new opportunities per ACM is depending on the number of full year target of number of visits for that ACM. These targets are set at local level. • Graph-Shows the weekly cumulated trend of new opportunities created in the system since fiscal year start – The columns show the cumulated number of opportunities YTD. The line shows the cumulated full $ value of the opportunities created YTD. • Z Type is the % segmentation by customer type of the total number of opportunities and full $ value YTD created by the measured Account manager. Calculation: On a weekly basis, sum taken of the number & full $ value of all the new opportunities created since the beginning of the fiscal year per ACM. Pyinna “creation date” is used to identify the new opportunities. All Opportunities independently of their “status” are counted for (In-progress On-Hold, Won, Lost) and the “full $ value” is used for funnel volume assessment. To allocate an opportunity to an Account Manager, we use the name that appears in the field “Project Owner” Z customer type segmentation is done based on the information in Pyinna Data Source: All data is subtracted from Pyinna 1 2 3 4
