The key functional areas of CRM to consider when developing your CRM strategy are the functions of your ERP system and the functions of your sales force. A successful CRM strategy addresses Sales Force Automation, and links the functions from both of these areas, closing the loop between the back office and the front office.
When developing a CRM strategy, it’s important to identify all of the functional areas of your business that touch your Customers or Prospects, and then develop and document the business processes that you will use to manage those touch points.
Functions of an ERP System
The first functional area to be considered when developing your CRM strategy is the functions tied to your ERP system. Most organizations already utilize a quality ERP or accounting business system to manage Accounting/AR/AP, Purchasing/Procurement/Production, Receiving, Inventory Management, Order Management, and Shipping. Organizations have typically invested over the years in adopting these solutions and maximizing the efficiency of how they are using these systems to have the most positive impact on their customer relationships.
ERP Systems – Who works here?
- Inside Sales
- Customer Service/Support
- Purchasing
- Warehouse
- Shipping/Logistics
- Accounting/AR/AP
Functions of a Sales Force
When evaluating a CRM solution that includes Sales Force Automation, it’s important to make sure that the solution provides all of the features and functionality necessary for a sales person to manage and perform their job, while also minimizing the need for that sales person to jump back and forth between multiple applications throughout the course of their workday.
A Sales Force typically utilizes Microsoft Excel spreadsheets, Microsoft Word documents, and Microsoft Outlook for Email, combined with other independent access databases, to manage all of the different areas of their job that ultimately involve contact with a Customer or Prospect. Whether it’s the Annual Sales Planning Process, Project Management, Opportunity Management, Call Reporting, Email Management, Support/Case Management, Expense Reporting, Sales Reporting, or Marketing Management, a sales person typically has to access many independent programs or data sources to perform their job. They are seldom able to communicate or build off of a centralized database of information.
Sales Force Systems – Who works here?
- Outside Sales
- Inside Sales
- Territory or Area Managers
- Marketing
- Product Managers
- Senior Sales Executives
- Management
- Engineering
- Project Management
- Tech Support