Small.Business.Marketing

New marketing demystified for Indian SMEs

An illustrated primer of terms used in CRM

When we discuss B2B CRM processes, it is important to know some terms. I wanted to go back to basics but, this time with some screenshots from an actual web-hosted CRM product, Salesgenie CRM++.  Whether we discuss CRM 1.0 or CRM 2.0. For a basic understanding of CRM, please visit my previous posts on CRM in the blogroll where all my articles on CRM for small businesses are posted.
Account: This is the organization/ company that buys or will hopefully buy from your company. It is important to realise that the Account is a “collective” of people; typically many people with roles in the B2B purchase process.

All the contacts who work for the company (account)

List of accounts (companies)

Details of an individual account

Contacts: The men and women who work for this company and importantly with a relevant role to play in decision making regarding the product or service that you are selling to the Account.

List of contacts

Contact details: all his data at a glance

Campaign: a sustained effort by various means (e-mail, post, seminar, tradeshows etc) to communicate the product or service benefits to the contacts.

Response: customer action on receipt of e-mail/ mail, attending a seminar, registering for a seminar, visiting a website, downloading something. Response needs to be captured by the system, automatically or manually. It is important to capture it individually- per contact- to follow up, as well as collectively, to measure success in response generation.

Activity: Any customer response as above and any sales activity like meeting (phone or face to face), product demonstration- anything that can advance the sales process. Task: Any activity which we need to perform in the near future to serve the customer.

List of activities

List of tasks pending for the sales executive

Task list to attend to for the sales executive

Logging activity face to face

Activity logging and next action trigger

Add new task for someone to handle

All the tasks waiting to be done!

Lead: An evidence of customer interest in our product or solution. Normally understood to be the main job of marketing- and their chief output. To see a more modern definition of what a sales lead is, click here. Or a more provocative slideshow, click here.

For an example of how a modern CRM system is used to generate leads by the marketing department, click here.

All the sales leads in the CRM system

Sales leads list

Sales lead to sales deal for follow up

How a salesperson qualifies a lead to further follow up

How a salesperson "qualifies" a lead -1

Deal: A deal is a sales lead that the salesperson has worked on, “qualified” to be worthy of follow up and is able to quantify in terms of the size of the opportunity, the timeframe to “closure” and the decision makers involved. Her objective is to be in control of the process to get a decision in his favour.

Quotation: A CRM system will allow you to send a configured priced quotation, complete with taxes and discounts to a contact in an account.

How to create a quotation to email to customers

This is how a quotation will look- ready to email to customer

What are your favourite terms? Which ones do you think I did not mention? Go ahead, leave a comment below:

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3 thoughts on “An illustrated primer of terms used in CRM

  1. My favourite in CRM or ERP terminology … is always … Sales Leads. Because sales leads keeps us in the field 🙂

  2. Pingback: An illustrated primer of terms used in CRM « Small.Business.Marketing : : crm

  3. Pingback: Tweets that mention An illustrated primer of terms used in CRM « Small.Business.Marketing -- Topsy.com

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