CRM & Sales Processes
How does a prospect become a customer without information getting lost along the way?
IN BRIEF
Customer relationship management (CRM) covers the processes, data and systems a company uses to manage its relationships with prospects and customers. A CRM system provides a shared view of contacts, cases and history. Sales processes describe the path from first contact through qualification and proposal to closing.
When to involve us.
When leads and proposals stall between marketing, sales and service, customer data is maintained in several systems, or the sales pipeline can only be reported with considerable effort, reliable planning and customer care lack a sound basis.
We describe the sales process from lead to order with clear stages, handovers and owners. On that basis, we clarify the CRM target picture, data model and data ownership and define which information sales actually needs to capture. Where needed, we support system selection and implementation as well as integration with ERP, quoting and marketing.
What the work produces.
We agree on the scope around your goals, starting point and available capacity. The following elements illustrate what an engagement can include.
WHAT WE ADDRESS
- Sales process with stages, handovers and owners
- CRM target picture, data model and selection criteria
- Integration concept for ERP, quoting and marketing
- Adoption plan with measures for usage and data quality
POTENTIAL OUTPUTS
A sales process with clear handovers, a target design for your CRM and an implementation plan. Usage and data quality metrics help you assess whether the system supports day-to-day sales and where further improvements are needed.
A focused starting point.
A description of the current sales process, examples of recent proposals and pipeline reports, and an overview of the systems in which customer data is maintained. Sales, sales operations and the owners of customer data should be involved early.
The question first. Then the scope.
The first conversation clarifies the objective, deliverables and people involved. We agree whether the engagement covers design, pilot support or technical implementation, who takes on each task and how the deliverables will be assessed.
Discuss a starting point by emailWhy do teams stop using a new CRM system?
Rarely because of the software itself. More often, the people expected to enter data see no clear benefit, or the system reflects processes that work differently in practice. Before any selection, we therefore clarify which cases and decisions the CRM should support and who owns which data. A lean data model with a few mandatory fields holds up better than one that tries to capture every exception. Sales and customer service should test early with real cases, not first encounter the system in training. After go-live, a small set of measures for usage and data quality shows where adjustments are needed.
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