University of Chicago GSB

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• University of Chicago GSB
• E-Business Roundtable
• CRM Return on Investment
• Stan Martin
• CEO

Adroit Consulting Confidential
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State of the Market

• What to do while waiting for the next big
  thing? Deal with todays things
• Serving customers
• Improving operational efficiency
• Gaining market share
• Building a competitive edge
• All this requires the deployment of expertise at
  the point where the customer, functional
  processes and technology converge the Demand
  Chain.
• ADding Return On Invested Technology
• Adroit Consulting

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CRM Project Environment

• Shrink wrapped SW developer tools and services
• Mid market company
• 100,000 existing customers
• High volume sales activity
• Daily lead activity
• Get to the right customer at the right time
• Short sales cycle (eval to purchase)
• Chicago HQ
• Subsidiaries UK, GmbH
• Master Distributors, Distributors and resellers
• Approx 200 users
• Channel Complexity
• Direct sales
• Web Commerce
• Independent channels
• Technical Product Support

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CRM Project

• Implement an ERM System (Siebel)
• Sales
• Marketing
• Development
• Professional Services
• Accounting and Admin
• Primary Objectives
• Realize operating efficiencies in sales and
  support
• Timely lead follow up
• Access to customer service data
• Management visibility
• Sales, marketing and support process
• Development process
• Replace legacy systems (Pivotal)

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Accomplishments

• Rollout completed on schedule
• New product introductions
• Improved management visibility
• Details of the sales process
• Trends in the Close Cycle
• Product requirements
• Marketing program effectiveness
• Established basis for productive growth
• Increase volume with existing resource base
• Maintain relative level SGA expenses

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Lessons Learned

• Senior executive involvement
• Understanding application capability
• Validate ROI assumptions
• Who owns the data
• Active participation in trade offs decisions
• Cost
• Performance
• Vanilla is a good flavor
• Integrating the C into CRM is essential
• I want to talk to Suzie
• Dont get personal
• Governance is critical post roll out
• Leverage existing technology before investing in
  more
• There will always be trade offs

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Challenges in the Mid Market

• Understanding the complexity of Enterprise
  Applications
• Product support relies on development
• Decisions and Changes have cross functional
  impact
• Missing pieces
• Importance of business rules definition
• Effort to achieve ROI
• Lack of management bandwidth
• Good people who are too busy
• Limited bench strength
• Automating flawed/inefficient processes
• Replicating legacy systems
• Functional vs. business requirements definition
• Misalignment of processes and technology

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The Elusive ROI

• Reality of internal productivity improvement
• People tend to stick around
• Lack of visibility into the hidden work load
• Did anyone ask the Customer
• Measuring ROI requires accurate baselines
• What is the current state?
• Is the information accurate
• Hidden costs
• Enterprise Application integration
• Training
• Process redesign/enhancement
• Data management
• Some organizations may not be ready for CRM
• Lack of sponsorship
• Ineffective business processes

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Contacts Stan Martin stan_at_adroitww.com 847.
948.9885 Jon Harris jonharris_at_adroitww.com 7
73.561.4990 Web Site www.adroitww.com
Adroit Consulting Confidential