CRM:
The
Integration Challenge Generally, ERP and CRM systems tend to remain siloed as
their contrasting architectures make it difficult to streamline integration.
Those who try to create seamless connectivity between the two often turn to custom
point-to-point integration. This method is fragile, expensive, and difficult to
maintain. With point-to-point connections, a developer needs to manage
connectivity and implement changes. Moreover, changes impact the entire system,
leaving room for errors. These point-to-point integrations deliver a short-term
solution, but become overly complicated as businesses grow. Another method
businesses many times resort to is “swivel chair” data entry.
This
method requires an individual to manually retrieve data from one system and
enter it into another. Such a procedure is error-prone and takes an extensive
amount of time and human resources. Some businesses simplify the task by
employing data loaders such as Dataloader.io for Salesforce.com. When working with
CRM systems offered by a vendor other than Salesforce.com, however, a different
solution is required. With two different systems unable to communicate with one
another, it becomes nearly impossible to track all customer interactions and
obtain information through one interface. Sales reps spend time jumping between
applications to create a 360 degree view of their customers, slowing down sales
processes. As a lack of integration creates an inefficient workspace,
businesses need a robust CRM and ERP integration solution in order to
streamline their business processes.
Benefits of CRM Module:
1. Consolidated Sales Processes
One
specific challenge that manufacturing firms face is supporting two modes of
selling: a direct sales team and a distribution channel. Not only are you
focused on appealing to your distributors so they push your product, you're
managing your direct sales team and their relationships with your clients. So
what happens when your direct sales team goes head-to-head with your distributor
on the same project? Are you even aware of the overlap before it's too late? A
well-implemented CRM system is flexible enough to support the two different
modes of selling and get your teams the information they need to ensure you
aren't engaging yourself in a bidding war.
2. Increased Visibility and Improved Forecasting
In our
experience, we've found that a majority of sellers don't have access to their
ERP systems. This is a problem! If you don't have a CRM system and you're
storing valuable client and product information that your sales force needs,
you have a problem. Because of this lack of access and information, any hope
for accurate forecasting goes out the window. When integrated, ERP and CRM
systems can give your team real-time visibility into the business data so they
can properly sell and have compelling conversations with customers.
3. Cleaner Quote to Cash Process
This is a
conversation we have with almost every one of our manufacturing clients. The
concept of having to create accurate quotes off of complicated product
configurations is an extremely difficult task. But with increased visibility
comes an improved quote to cash process (hallelujah!) We know that the product
configurations that you create can be very complex because you build to order.
Every choice impacts the next and without a deep understanding of the product
configuration at the beginning of the project you’re setting yourself up to
fail. Unfortunately, we've found that the beginning of the sales process hasn’t
paid enough attention to product configurations and how this impacts the
entirety of the project’s lifecycle. When CRM and ERP systems are integrated,
your sales team can access the information they need at the beginning to
accurately quote and deliver.
4. Mobility
Now that
you’ve addressed the two modes of selling, determined who is responsible for
the sale, and integrated your CRM and ERP systems properly, your team is ready
to hit the ground running. Or are they? Your field team is on the road having
dynamic conversations with customers and they must be able to update content at
the point of interaction, not at the end of the day. You have to have a
mobility strategy that allows you to update pipeline and quote information on
the fly. Mobile CRM applications
allow you to capture and document this information, ultimately helping you to
engage and make better decisions for your customers based off of order
information, historical purchases, and current production schedules; all
accessible with just a swipe and a tap.
5. The Distributor Portal
A trend
that we are currently seeing in manufacturing is an increased focus on keeping
existing customers, rather than winning new business. This means that once
you’ve made the sale, you have to pivot your attention to keeping the
conversation going. Manufacturers, repeat after me: cross-selling is your
friend. And how can your team cross-sell more effectively? Through portals
updated with information from both ERP and CRM systems. Portals allow you to
see where in the manufacturing process an order is, check the status and
delivery of past orders, and see the account in real-time. All of this
information gives you valuable insight that can help you make the next sale
while keeping your existing customers in the know.
CRM is no
replacement for ERP and ERP is no replacement for CRM, but the integration
between these two systems is essential to increasing collaboration between
departments. If you're considering integrating a CRM tool with your existing
ERP system, remember this: the key is to create two systems that are tightly
integrated and designed in a way that creates a customer-centric environment
Related Topics
Privacy Policy, Terms and Conditions, DMCA Policy and Compliant
Copyright © 2018-2024 BrainKart.com; All Rights Reserved. Developed by Therithal info, Chennai.