Large Enterprises Deploy CRM for Better Account Management

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One reason many CRM projects fail is because they adhere to a big-bang approach. By trying to cram in everything imaginable right from the beginning, these deployments struggle to get off the ground. On the other hand, successful CRM implementations generally utilize a phased approach. Opting for well-defined initial and subsequent phases makes it much easier to execute properly, consistently meet deadlines, demonstrate value early on, generate interest in CRM, and increase user adoption right off the bat. In particular, large, complex organizations with multiple owned or controlled subsidiaries spread across the nation or the globe, for that matter, benefit from a phased approach. Often, as the parent company of a multi-national enterprise experiences success with CRM, the logical plan is for it to seek additional executive sponsorship, attain funding, and roll out CRM to subsidiaries as well. Doing so provides one true single version of the truth on the state of client relationships with not only the parent company, but also with any satellite subsidiaries that are on CRM.

Executives, in particular, value having a 360-degree snapshot and a holistic view of all their clients in one convenient, easily accessible location. Critical customer data and valuable executive insights captured on the all-encompassing aggregated enterprise client view in Microsoft Dynamics CRM 2011 include the following:

  • Any current relationships that an Account has with all the enterprise’s various business units at both the Customer and Prospect Opportunity level. For example, the “ABC Co.” conglomerate may have an Account that is a Customer of “ABC Subsidiary 1,” a currently worked Opportunity for “ABC Subsidiary 2,” and a long-term Prospect for “ABC Subsidiary 3.”
  • Key enterprise Account Team members from a Sales and Relationship Management standpoint can be listed along with their contact info. The lead or primary Account Manager for the client relationship can be designated and highlighted as well.
  • Parent/Sub-Account subsidiary relationships for the client and tracking of primary headquarters, billing, and shipping addresses.
  • Client financials, business intelligence data for decision-making support, and industry profile classifications.
  • Strategic Marketing and Loyalty Program participation and potential targets.

Overall, such a real-time enterprise consolidated view facilitates more cohesive collaboration, better communication, and more effective team selling between all business units. As a result, sales reps can more quickly identify cross-sell and upsell opportunities, create more profitable, achievable sales call plans, provide more personal and proactive service, and optimize customer revenue growth, satisfaction and retention.

If you are looking for a proven, yet cost-effective enterprise CRM solution, you should consider investing in Microsoft Dynamics CRM 2011. Please contact info@customereffective.com to see how CRM 2011 can align with your long-term business strategy and growth plans across all subsidiaries.

 by Kevin Wessels, Customer Effective

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