What is CRM ?

y In this Tutorial were going to define what CRM is and

what it can do for you
y First , CRM stands for Customer Relationship
Management
y When Most people hear CRM they think of a software
or Technology BUT dont forget , it all starts with the
CUSTOMER ( not just one customer , but many )
y Before each of those became a customer , they were
leads or contact with some information about them(
Title , name , phone or info about how far long they
are in the process of buying you product
What is CRM ?
y There are several different types of activities that occur
in order to earn someones business
y Through those activities such as meetings , phone
conversations or e-mails
y Not only do you communicate with this contact with
common interactions , But also you communicate
with other people within your organization ( such as
pre-sales support , your boss or accounting
What is CRM ?
y For each company you work with , you may have more
than one contact
y You may wish to track varies documents , your
concurrent sales opportunities or useful information
about that company like its history
y Remember that while you are doing all of these youre
collaborating with your colleagues
y Its likely that you are not the only person who needs to
view all this information , and also you have to worry
about the different versions different people may own
What is CRM ?
y Many of us keep their contacts in some sort of system
from business cards to smart phones where its more
accessible and easy editable to more sophisticated
ways like outlook express or excel sheets
y The problem here is that your company may still have
multiple versions of the data
y They may also be more information that you are not
tracking during the sales process ( like mentioning
what happened before or after the sale )
What CRM Can Do?
y Now think of your business existing process
y Your Marketing department generate some activity and
efforts to transfer that lead to customer
y Once You have customers in place you may create or
provide some services for them
y Each of these departments has its own process , and
your company also has a process for making them
work together
What CRM Can Do?
y So what are the challenges CRM can help you with
What CRM Can Do?
y 1- Lets talk about process
y How your sales conducted ?
y How is your marketing department gathering
information and handed off to sales ?
y Is your process is standardized or defined in one place ?
if so think about how to measure its effectiveness
y Reporting across the organization will help you prioritize your
activities and increase your revenue
What CRM Can Do?
y Implementing CRM can help you manage , measure
and improve your process
y Creating work flow rules for example
What CRM Can Do?
y 2 Are your departments communicates with each
other ? Your members of each department are
collaborating efficiently and correctly ? Does it take
too long to close sales deal ?
y Lack of collaborations between departments can lead to
confusion and longer sales cycle
y And also lack of visibility between the departments can
lead to the same result
What CRM Can Do?
y CRM allows visibility across departments and can help
you track all your marketing efforts all the way through
closing the deal
y On using CRM , Sales Rep can now easily share
information with different departments
What CRM Can Do?
y So CRM can help you attract and retain your customers
Sugar CRM
y Sugar CRM is a software company based in Cupertino,
California. which is a customer relationship
management (CRM) system that is available in both
open source and proprietary, non-free versions.
y Sugar's functionality includes sales-force automation,
marketing campaigns, customer support, collaboration
and reporting.
Sugar CRM
y SugarCRM runs on the most common operating
systems, including:
y Linux - An open-source operating system derived from the
Unix operating system.
y Windows - An operating system for desktop computers,
workstations, and network servers.
y Mac OSX - Apple's Unix-based operating system for Mac
computers.
Sugar CRM
y Sugar CRM is supported by the two most popular Web
Servers:
y Apache - A free, open source web server that can run under
several operating systems.
y IIS - Microsoft's high-performance, secure, and extensible
internet server based on Windows NT Server. IIS supports the
world wide web, FTP, and gopher protocol.
y SugarCRM runs on the MySQL open source database, a
simple, yet powerful, Open Source Software relational
database management system which uses a subset of
ANSI SQL (Structured Query Language).
y SugarCRM is written in PHP, an open source web
development language.
Sugar CRM Modules
y Sugar CRM software consists of a number of modules
to facilitate its use , which are :
y Home
y Accounts
y Contacts
y Leads
y Opportunities
y Cases
y Campaigns
y Activities
y Note : Every Module can be easily modified , you can add
more dashlets to any module using the Add Dashlets button
on the right area
Home Module
y When you log into Sugar, you will see your Home page.
Tabs for other modules display alongside the Home
tab.
y The Home page displays a collection of Sugar Dashlets
that display information pertaining to your activities
such as meetings and calls
Home Module
y The Home module displays the following tabs:
y Sales: displays pre-defined sales report charts like My Pipeline
which displays a chart of your sales opportunities based on the
cumulative amounts for selected sales stages.
y Marketing: displays pre-defined marketing report charts. like
Lead by Lead Source displays the various sources of your leads
to sales prospects
y Support. displays pre-defined support-related report charts.
For example, Open Cases by Month displays how many new
cases have been filed in the current month.
y All : displays all the modules together
Accounts Module
y Use the Accounts module to create and manage customer
accounts for your organization.
y An account contains your customer information such as name
and address. Each account can be associated with other
records such as opportunities and contacts.
y The Actions list on the Accounts tab displays the following
options:
y Create Account.
y Accounts. (view a list of existing accounts.)
y Account Reports. view/create reports on existing
accounts.
y Import. import account information from external
systems and data sources ( like Outlook express)
Contacts Module
y Use the Contacts module to create and manage
contacts for your organization.
y A contact is any individual who is a valid sales lead;
that is, a lead that has been evaluated and assessed for
a possible sales opportunity.
y You can associate a contact with any record such as an
account, opportunity, or campaign.
y Associating a contact with a campaign enables you to
track the effectiveness of the campaign in generating
opportunities for your organization.
Contacts Module
y The Actions list on the Contacts tab displays the
following options:
y Create Contact. (create a record for a new contact)
y Create Contact From vCard. (import a vCard file
from your local system.)
y View Contacts. Click this option to view a list of
your existing contacts.
y Contact Reports. Click this option to view an
existing report on your contacts, or to create a new
report.
y Import Contacts. Click this option to import contact
information from an external application or file
Using vCards to Import and
Export Contacts
y vCards are electronic business cards that can be
exchanged through applications such as Internet mail
and Web browsers.
y In Sugar, you can view and create a vCard file from the
records Detail View. You can save it to your local
machine in order to import it into other applications.
y When you create contacts in Sugar, or import them from
another application, the system automatically creates a
vCard for it.
y You can also create a vCard file from the records Detail
View and save it in Outlook, or on your local machine.
Leads Module
y Leads are early contacts in the sales process.
y Use the Leads module to create, manage, and track
sales leads or unqualified opportunities along with
related activities, sales campaigns, and history.
y You can associate a lead with any type of campaign to
track the effectiveness of the campaign in generating
opportunities for your organization.
Leads Module
y Converting Leads
y After you have evaluated and qualified leads, you can
convert them into contacts, opportunities, and accounts.
y To convert a lead
y On the Leads Detail View, click Convert Lead.
y Sugar displays the Convert Lead page on the screen.
Opportunities Module
y Use the Opportunities module to create and manage
sales opportunities, qualified leads, and view related
records.
y An opportunity specifies the estimated amount of a
sales deal and is tied to a sales stage. A sales stage, such
as Qualification, Closed Won, or Closed Lost identifies
how close you are to making the sale.
y The administrator defines and sets the sales stage
depending upon the requirements in your
organization.
Opportunities Module
y The estimated amount can vary depending on the sales
stage.
y Based on the sales stage, the system calculates the
probability of a sale. For example, at the Proposal sales
stage, the system calculates the probability as 65%,
and at the Negotiation sales stage, probability
increases to 80%.
y These numbers are used to forecast sales for a
specified time period.
Opportunities Module
y The default sales stages in Sugar are defined below:
y Prospecting - This is the first stage in the sales process
and indicates that the opportunity with this prospect is
new and needs to be qualified by a sales representative.
y Qualification - The sales rep is currently interacting
with the prospect to determine if a sales opportunity
exists.
y Needs Analysis - After determining that the prospect is
interested in the products or services, the sales
representative uncovers the prospect's business
problems.
Opportunities Module
y The default sales stages in Sugar are defined below:
y Value Proposition - After uncovering the prospect's business
problems, the sales representative maps the company's
products and/or services to the prospects business problems
and describes the value of the solution.
y Id. Decision Makers - After determining that there is a
match between the prospect's business problems and the
company's products and/or services, the sales representative
identifies the decision makers necessary to close this
opportunity.
Opportunities Module
y The default sales stages in Sugar are defined below:
y Perception Analysis - The sales representative analyzes the
prospect's perceived value of the company's solution in order to
prepare the appropriate combination of products and services for a
sales quote.
y Proposal/Price Quote - The sales representative delivers the
proposal, or price quote, to the prospect.
y Negotiation/Review - The sales representative reviews and
negotiates the proposal with the prospect.
y Closed Won - The sales representative has won this opportunity and the
company can now bill the customer.
y Closed Lost - The sales representative has lost this opportunity.
Cases Module
y Use the Cases module to track and manage problems
with your products or services that are reported by
your users and customers.
y After you create a case, you can associate it with related
bugs.
y Sugar provides several pre-defined Case reports for
your use.
y You can edit these reports to suit your needs.
Opportunities Module