IntroducingMadrona Solutions Group
Mike DavidsonMadrona Solutions Group
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Madrona Solutions Group
Fast Facts:• Four-time Microsoft Partner
Excellence Award winner• Microsoft 2007 Pinnacle Award
winner for Microsoft Dynamics CRM• Dynamics CRM 4.0 Seattle Launch
Partner• 25+ full-lifecycle Microsoft Dynamics
CRM projects
Software Partners:
Mission:To help businesses apply technology to transform their productivity and effectiveness
Consulting Partners:
Madrona Solutions Group
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Business Intelligence Practice
Microsoft Dynamics CRM Practice
• Executive scorecard design and development• Development of operational reporting
platform using SQL Reporting Services• Project Management for data warehouse
initiatives• CRM data quality
• Full-lifecycle CRM implementation services (business modeling, application design, testing, training)
• CRM data migration and application integration• Custom development on Microsoft Dynamics
CRM platform• CRM application support and maintenance
Madrona Solutions Group Practice Areas and Sample Clients:
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The typical small/med biz infrastructure…
AccountingSales
Service
Customers
Senior Management
Challenges:• No group has easy visibility to the
activity of the others – high communication traffic or imperfect information
• Customer and prospect profile information is spotty – nowhere to put this information. Handicaps market analysis.
• Reporting burden on sales is heavy – process is largely manual.
• Limited tools to help sales team be proactive and efficient
• Senior management can’t get timely information without burdening groups
• Limited customer self-service capabilities
Marketing
Telephone, email, hallway meeting information exchange
Introducing Microsoft Dynamics CRM
5INTRODUCTION
• Launched in Jan 2003• Broad, integrated
functionality across marketing, sales, customer service, and service scheduling
• Best-in-class Microsoft Outlook/Office integration
• Outstanding flexibility and extensibility
• Available on-premise or Microsoft-hosted
• Developed within Office Server team
• Available in 25 languages
11,000+ customers500,000+ users in 80 countries
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CRM Live – Hosted by Microsoft
Launching Spring 2008 – Dynamics CRM 4.0 hosted by Microsoft, available via monthly subscription
Mid-size CompaniesSmall Businesses Large Enterprises
Microsoft Dynamics CRM: Global Customer Base
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The Dynamics CRM infrastructure…Features:• Sales, marketing, and service
teams share a single application to enable data sharing, automate workflows and notifications, and reduce communications burden
• Accounting integration ensures front and back office teams are in sync and reduces data entry
• CRM schema can be extended to eliminate need for tracking customer data in spreadsheets and one-off databases
• Senior management and analysts can get real-time, holistic data about customers and business operations
• Robust platform makes enhancements such as customer web portals, mobile access, integration, e-commerce easier
Accounting System
Sales Marketing Service
Customers
Senior Mgmt.
Dashboards, Scorecards, Notifications
Customer Web Portal
Dynamics CRM’s advanced web services architecture
makes integration to other systems straightforward and
supported
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Addressing CRM Challenges
• One of the most significant root causes of CRM failure
• Consider both the “drag” put on the users by the CRM system and its benefits for users in their job function
• Make sure that there are some benefits
• Few managers have the stomach to make the “stick” work in absence of any “carrots”
“With CRM I now have two calendars to manage
– it doesn’t work!”
“Cutting and pasting emails into CRM is too time consuming. What does CRM do for me?”
“I live in Outlook – I don’t want to have to switch to another program all the
time”
User Adoption
Six criteria for selecting a CRM tool
1. Product alignment with business objectives2. Configuration/customization framework, tools, and skills3. Alignment with your current customer data tools/skills4. Usability5. Standards and CRM platform depth6. Vendor commitment
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Eight CRM Project Success Factors
1. Involve all stakeholders (including end-users!) in the project vision and design
2. Think about outcomes: what does a CRM system need to deliver? What will define success?
3. Deliver value for both managers and employees4. Take a phased approach and build momentum– don’t try to
solve all problems at once5. Secure and maintain strong executive sponsorship6. Invest in initial and refresher training7. Select the appropriate technology tools8. Engage a knowledgeable, proven CRM partner, but maintain
ownership of the project.
Key Takeaways
• CRM is the foundation of your “customer data infrastructure” – necessary for effective use of customer information by your business, and an enabler for most front-office initiatives
• Dynamics CRM is an easy to use CRM application and rich CRM platform designed to be this foundation
• Microsoft is investing heavily in CRM, and its investments have resulted in the fastest growing CRM product in the market
• Thoughtful selection of a CRM tool involves considering a number of criteria
• Keys to successful implementation include locating a good partner and investing in planning
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