Microsoft Confidential1 Microsoft Business Solutions CRM Job Aids ©2003 Microsoft Corporation. All...

1Microsoft Confidential

Microsoft Business Solutions CRMJob Aids

•©2003 Microsoft Corporation. All rights reserved. Microsoft, The Windows logo, Windows, and/or the names of other Microsoft products referenced herein are either registered trademarks or trademarks of Microsoft in the United States and/or other countries/regions. The names of actual companies

and products mentioned herein may be the trademarks of their respective owners. The forms, templates and other instructional materials provided herein are for informational purposes only and may be customized for your use, at your own risk. Microsoft Corporation assumes no liability for such use. Any

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Microsoft CRM Job Aids

Contents

• Key Players List• Pain Chain• Interest Creating Letter• Interest Creating Statement Examples• Reference Stories• Pain Sheets• Potential Sponsor Letter & Power Sponsor Letter Examples• Proposed Evaluation Plan Examples• Success Criteria Example


Key Player List: Microsoft CRM

Key Players Pains

CEO

Not meeting share price projections Not meeting growth objectives Not meeting new investors target

Chief Financial Officer

• Not meeting profitability goals

• Inaccurate forecasting

VP Sales

• Not meeting sales targets• Inaccurate forecasting• Cost of sales increasing

VP Marketing

• Decreasing market share• High cost of marketing programs• Increasing customer dissatisfaction

Customer Service Manager

• Increasing customer dissatisfaction• Declining support revenue• Declining employee satisfaction

IT Director

• Unable to meet demands of Business Units• Difficulty keeping up with technological changes• Increasing costs• Difficulty managing current CRM systems


Pain Chain: Microsoft CRM

Job Title: CEOPain: Unable to meet growth targetsReason 1: Missing profitability targets Reason 2: Declining market share

Job Title: CFOPain: Missing Profitability TargetsReason 1: Inaccurate forecastsReason 2: Missing sales targetsReason 3: Increasing operational costs

Job Title: VP of SalesPain 1: Missing sales targetsReason 1: Lead routing and follow up ineffective Reason 2: No manageable sales process Reason 3: Sales people not productive – too much time on non revenue generating activitiesReason 4: Ineffective marketing campaignsReason 5: Difficult to cross sell or up sell due to lack of customer informationReason 6: Products and pricing are complexReason 7: Declining customer satisfaction

Pain 2: Unable to forecast accuratelyReason 1: No manageable sales process Reason 2: No visibility into opportunities from lead to closureReason 3: Sales people do their own forecasting based on gut feel

Job Title: Customer Service ManagerPain: Declining customer satisfactionReason 1: Customers frustrated because they have to repeat themselves multiple timesReason 2: Takes too long to get an answer or issue resolvedReason 3: Customers don’t get the required products or not quickly enoughReason 4: No follow-up after customer has made a purchase

Job Title: VP of MarketingPain: Declining Market ShareReason 1: Difficult researching customer demographics for promotions / campaignsReason 2: Difficult measuring effectiveness of marketing campaigns and promotionsReason 3: Ineffective lead follow-upReason 4: Declining customer satisfaction

Job Title: IT DirectorPain: Time and cost to support business unitsReason 1: Systems are not integrated Reason 2: Time consuming to change applicationsReason 3: Time consuming to install and maintain updates to softwareReason 4: Time consuming to develop and deliver customized reports


NameTitleCompany NameCity, State

Dear [prospect name]:

Microsoft is in the business of helping our customers bring information to the right people at the right time to make the right decisions in order to increase their revenues using Microsoft CRM.

We have been working with CEO’s in [type of industries that you’re targeting] companies since [year]. Our clients include [list some of your best or most recognizable customers]. Some of the chief concerns we hear lately include:

Missing new investor targetsMissing profitability targetsMissing share price projections

We have been able to help our customers successfully deal with these and other issues and I would like an opportunity to share with you how. If you are interested in learning how we have helped other senior executives solve some very challenging issues, please call me at [phone number] and I will provide you with more information.

Sincerely,

__________________

Interest Creating Letter: Microsoft CRM


This is ___________ with [your company name]. You and I haven’t spoken before, but we have been working with executives in your industry for at least ________ years. One of the chief concerns we are hearing from other CEOs is their frustration with missing earnings per share projections. We have been able to help our customers address this issue. Would you be curious to know how?

Prompter: Targeted to CEO, Generic Example

Interest Creating Statement: Microsoft CRM

This is ____________ with [your company name]. We have not spoken before, but we have been working with other CEOs for the last _____ years. The top 3 issues (concerns) we are hearing (lately) from other CEOs are: (1) Not meeting company growth targets, (2) Meeting new investor targets and (3) Missing profitability targets. We have helped companies like: [list three of your customers that you have addressed similar issues] address some of these issues. Would you be curious to know how?

Prompter: Targeted to CEO, Menu of Pains Option


This is ___________ with [your company name]. You and I haven’t spoken before, but [customer reference name], the CEO at [customer company name] suggested that I give you a call. We were able to help him/her address his/her frustration with not meeting company growth targets and new investor targets. Would you be curious to know how?

Prompter: Targeted to CEO, Customer Reference Option



This is ___________ with [your company name]. You and I haven’t spoken before, but we have been working with executives in your industry for at least ________ years. One of the chief concerns we are hearing from other Finance Executives is their frustration with missing profit targets. We have been able to help our customers address this issue. Would you be curious to know how?

Prompter: Targeted to CFO, Generic Example


This is ____________ with [your company name]. We have not spoken before, but we have been working with other (Industry) for the last _____ years. The top 3 issues (concerns) we are hearing (lately) from other Finance Executives are: (1) Missing forecasts, (2) Missing profitability targets and (3) Increase of operational costs. We have helped companies like: [list three of your customers that you have addressed similar issues] address some of these issues. Would you be curious to know how?

Prompter: Targeted to CFO, Menu of Pains Option


This is ___________ with [your company name]. You and I haven’t spoken before, but [customer reference name], the CFO at [customer company name] suggested that I give you a call. We were able to help him/her address his/her frustration with not meeting company profit targets and increasing operational costs. Would you be curious to know how?

Prompter: Targeted to CFO, Customer Reference Option



This is ___________ with [your company name]. You and I haven’t spoken before, but we have been working with executives in your industry for at least ________ years. One of the chief concerns we are hearing from other Sales Executives is their frustration with missing sales targets. We have been able to help our customers address this issue. Would you be curious to know how?

Prompter: Targeted to VP of Sales, Generic Example


This is ____________ with [your company name]. We have not spoken before, but we have been working with other Sales Executives for the last _____ years. The top 3 issues (concerns) we are hearing (lately) from other VPs of Sales are: (1) Not meeting sales targets, (2) Increasing cost of sales and (3) Difficulty forecasting. We have helped companies like: [list three of your customers that you have addressed similar issues] address some of these issues. Would you be curious to know how?

Prompter: Targeted to VP of Sales, Menu of Pains Option


This is ___________ with [your company name]. You and I haven’t spoken before, but [customer reference name], the VPs of Sales at [customer company name] suggested that I give you a call. We were able to help him/her address his/her frustration with not meeting sales targets and increasing cost of sales. Would you be curious to know how?

Prompter: Targeted to VP of Sales, Customer Reference Option



This is ___________ with [your company name]. You and I haven’t spoken before, but we have been working with executives in your industry for at least ________ years. One of the chief concerns we are hearing from other Marketing Executives is their frustration with declining market share. We have been able to help our customers address this issue. Would you be curious to know how?

Prompter: Targeted to VP of Marketing, Generic Example


This is ____________ with [your company name]. We have not spoken before, but we have been working with other (Industry) for the last _____ years. The top 3 issues (concerns) we are hearing (lately) from other Marketing Executives are: (1) Declining market share, (2) Wasted marketing dollars and (3) Ineffective marketing campaigns. We have helped companies like: [list three of your customers that you have addressed similar issues] address some of these issues. Would you be curious to know how?

Prompter: Targeted to VP of Marketing, Menu of Pains Option


This is ___________ with [your company name]. You and I haven’t spoken before, but [customer reference name], the VP of Marketing at [customer company name] suggested that I give you a call. We were able to help him/her address his/her frustration with declining market share and wasted marketing dollars. Would you be curious to know how?

Prompter: Targeted to VP of Marketing, Customer Reference Option



This is ___________ with [your company name]. You and I haven’t spoken before, but we have been working with executives in your industry for at least ________ years. One of the chief concerns we are hearing from other Customer Service Executives is their frustration with declining customer satisfaction. We have been able to help our customers address this issue. Would you be curious to know how?

Prompter: Targeted to VP of Customer Service, Generic Example


This is ____________ with [your company name]. We have not spoken before, but we have been working with other (Industry) for the last _____ years. The top 3 issues (concerns) we are hearing (lately) from other Customer Service Executives are: (1) Decrease in customer satisfaction, (2) increase in customer support costs and (3) Decrease in customer support revenue. We have helped companies like: [list three of your customers that you have addressed similar issues] address some of these issues. Would you be curious to know how?

Prompter: Targeted to VP of Customer Service, Menu of Pains Option


This is ___________ with [your company name]. You and I haven’t spoken before, but [customer reference name], the VP of Customer Service at [customer company name] suggested that I give you a call. We were able to help him/her address his/her frustration with decrease in customer satisfaction and an increase in customer support costs. Would you be curious to know how?

Prompter: Targeted to VP of Customer Service, Customer Reference Option



This is ___________ with [your company name]. You and I haven’t spoken before, but we have been working with executives in your industry for at least ________ years. One of the chief concerns we are hearing from other IT Executives is their frustration with meeting business unit demands. We have been able to help our customers address this issue. Would you be curious to know how?

Prompter: Targeted to VP of IT, Generic Example


This is ____________ with [your company name]. We have not spoken before, but we have been working with other (industry) for the last _____ years. The top 3 issues (concerns) we are hearing (lately) from other IT Executives are: (1) Not meeting business unit demands, (2) Increasing IT costs and (3) Difficulty managing CRM systems. We have helped companies like: [list three of your customers that you have addressed similar issues] address some of these issues. Would you be curious to know how?

Prompter: Targeted to VP of IT, Menu of Pains Option


This is ___________ with [your company name]. You and I haven’t spoken before, but [customer reference name], the VP of IT at [customer company name] suggested that I give you a call. We were able to help him/her address his/her frustration with not meeting company business unit demands and their difficulty with managing their current CRM systems. Would you be curious to know how?

Prompter: Targeted to VP of IT, Customer Reference Option



Reference Story: Microsoft CRM

Industry

Company/Job Title

Professional Services

CTO, Maximum Impact provides values-based leadership training via books, videos, CDs, seminars, satellite events, etc.

Critical issue Business growth was being stifled by non revenue-generating investment in inefficient, duplicate CRM and ERP processes.

Reasons Former CRM product retained limited records; provided little flexibility or access to critical sales and customer information.

Capabilities needed

(when, who, what)

Tight integration between CRM and ERP systems. Customer needed to pull product and history information from their accounting software, which would allow customer service representatives to enter orders, take notes, follow up with customers, and upsell

We provided Microsoft and their partner provided them with these capabilities.

Result As a result employees were able to access critical information about prospects and customers, allowing them to reach their growth plans.

See Maximum Impact Case Study for complete story.


Situation Questions:

Note: Following are some questions to ask to get the buyer to open up and share pain.It is not necessary to ask all of these questions in any certain order. The idea is to get the buyertalking, to listen and to ask appropriate follow up questions. If the buyer starts talking about some problem areas, but it doesn’t really sound like a pain, a good question to ask is: “How does that impact you and your business?”

If you are running out of time and do not have pain, ask the “silver bullet” question: “What are the challenges and/or difficulties facing you and your direct reports today?”

Situation Questions: Microsoft CRM


Pain Sheet™: Microsoft CRM

Decision Maker: IT Director

Pain: Time and cost to support business units

Diagnose Reasons for Pain Visualize Capabilities

Is it because...Systems are not integrated? How much time do you spend writing interfaces between the systems? Do you ever have to write special reports to retrieve information from the different systems? How much time does that take? # How often do you get special requests from sales, customer service or marketing? # Are they satisfied with the time it takes you to deliver?

Is it because...It is time consuming to modify applications? How often are there changes? # Is it because of changes in the business structure? Policies? What are some of the changes? How long do they take? # Have you had to add business intelligence? Develop reports? How long do these take? # Have you had to redo changes? #

When: users need access to data or reports

Who: they

What: had immediate access to all real time information from their CRM and ERP applications due to a pre-built integration between the systems and a quick link of relevant applications, processes and data

So that: you could reduce the time and cost of writing interfaces and streamline the process for better data consistency

AND

So that: they had the most up to date information at their fingertips?

When: A change is required to the application

Who: you

What: could deploy the changes based on best business practices, sales methodologies, and work flow rules that were already built into the system and easily add fields, change labels and rearrange the layout without having to change the source code or hire additional staff

So that: you could reduce the time, cost and expertise needed to make changes to the application?



Decision Maker: IT Director

Pain: Time and cost to support business units


Is it because...It is time consuming installing and maintaining the software upgrades? Is it because you have multiple offices? # remote users? # How many total users? # How much time does it take? # How often are changes, and upgrades made? #

Is it because...It is time consuming to develop customized reports? How many do you do? # How long does it take? What type of reports?

When: installing and maintaining software

Who: you or your staff

What: could do the install and maintenance on the company’s main server and all other users would automatically get the software or updates, without having to install them on each individual workstation

So that: you could reduce the time and cost to do initial installs and updates and ensure everyone is at the same level?

When: users need reportsWho: theyWhat: could access pre-built reports and templates to create their own reportsSo that: you could reduce the number of customized reports IT needs to deliver?

Explore Impact of Pain on others up the Pain Chain

Skip for now



Decision Maker: CFO / General Business

Pain: Not meeting profitability targets


Is it because...forecasts are not accurate? How inaccurate are they? Is it because there are no consistent milestones and every sale person forecasts by gut feel?

Is it because...sales is not meeting their targets? How far off are they?Is it because they don’t have a process? Effective lead follow up?Sales people are not being productive? Sales people are not up selling to their existing customer base?

Is it because...High operational expenses? Is the cost of sales high? Is it because of long sales cycles? Use of resources on unqualified opportunities?

Is it because…High costs in IT to support sales, marketing and support?

When: At end of the month

Who: sales managers

What: could generate a forecast based on predefined sales stages and probability of close for each opportunity

So that: they could improve sales accuracy?

When: on an ongoing basisWho: sales peopleWhat: could have a process to prompt them with next steps and activities and could have leads automatically routed to them AND tools to help them manage accounts and automate tasks AND information about customers past purchases and trendsSo that: sales could improve?

When: on an on-going basisWho: sales and sales managementWhat: could manage to a sales process so that they would use resources at the right time only on qualified opportunitiesANDWho: ITWhat: could simplify application installs and maintenance and reduce the integration and reporting neededSo that: you could reduce operational costs?


Skip for now



Decision Maker: Customer Service Manager

Pain: Declining Customer Satisfaction


Is it because...your customers become frustrated because they have to repeat themselves each time they talk to your company? What causes the frustration? How long does each call last? # Number of current customers? # How many calls a day do your CSR’s get? # Who else does the customer call? Do you have a documentation process in place? Does customer information get entered in separate

systems? Are the systems integrated?

Is it because...it takes too long for customers to get an answer or an issue resolved? How long does it take? # Do customers get put on hold? What is the average hold time? # Is it because they have to access information from several databases? Or they do not have a process to research the issue? To see if it had been previously resolved? Do they get transferred to other departments? How many on average? #

Is it because...customers do not get the right products or not quickly enough? Is order information manually entered in multiple systems? Does that cause errors? # Do orders get lost? # Does the order desk have access to current inventory levels? Are products promised when they are not in inventory? Do they have to be put on backorder? # Do orders get canceled? #, $

When: Customers contact your organization

Who: anyone they speak to

What: could have access to up to date information about the customer by having the all customer information stored in one central database

So that: the customer would not have to repeat his/her situation every time he/she called?

When: Customers call with questions or issues to be resolvedWho: CSRsWhat: could access the customer’s information from one source, including previous case/service/support issues and the activities taken, research whether the issue had been previously resolved, and/or could route them directly to the appropriate person if necessarySo that: you could reduce the time to answer questions and resolve customers’ issues

When: Customers place ordersWho: the order desk or CSRWhat: could enter the order once and view current inventory levels and be able to give the customer information on orders placed and the availability of the productsSo that: customers get the products they ordered on time



Decision Maker: Customer Service Manager

Pain: Declining Customer Satisfaction


Is it because...there is no personalized follow up after the customer makes a purchase? How do you currently stay in contact with customers? Do you offer additional products or services? Personalized campaigns? How many customers are repeat customers?

When: After a customer has made a purchase

Who: your CSRs or sales person

What: received a message prompting them to follow-up with the customer that had just made a purchase

So that: customers would feel like they were getting better service?


Skip for now



Decision Maker: VP of Marketing (General Business)

Pain: Declining Market Share


Is it because...Difficult and to access and research customer demographics for developing promotions and campaigns? What type of customer data is captured today? How you do access it? How do you determine what promotions or campaigns to put together? How effective have they been? How much do you spend on an average promotion / campaign?

Is it because...Is it difficult measuring the effectiveness of campaigns? How do you do it today? Can you measure success by region? By rep? How many campaigns do you run? What is the average cost?$ Success?% On average how many leads per campaign?# Revenue? $

Is it because...follow up on leads is ineffective? How long does it take to route the leads today? # Average time between the time the rep receives the lead to the time he/she follows-up? # Do leads ever get lost? # Do you even know?

When: When planning a marketing campaign

Who: you

What: could have access to customer demographic information including prior purchases, time, geography, etc.

So that: campaigns could be targeted, based on current market and customer demographics?

When: during or after a marketing campaignWho: youWhat: could track leads from a campaign throughout the entire sales cycle from lead follow up to closure, by region, product and sales repSo that: you could evaluate the effectiveness of campaigns by rep and location to decide which ones to do again and where?

When: During and after a marketing campaignWho: youWhat: Could be assured that all generated leads are automatically routed to the designated sales rep, based on territory or industry, etc. and the sales rep would be alerted upon receipt of a new leadSo that: lead follow up could be improved?



Decision Maker: VP of Marketing (General Business)

Pain: Declining Market Share


Is it because...declining customer satisfaction? What is your current customer satisfaction rating? % What is your customer attrition rate? % Are customers unhappy because they have to repeat themselves every time they call in? Because it takes a long time to get issues resolved?

Are they frustrated because they don’t get the right products delivered on time? Because there is no follow up by the company after they buy?

When: customers call with a question or problem

Who: Your CSR or anyone they contact

What: could have access to up to date information about the customer, including previous case/service/support issues, research whether the issue had been previously resolved, and/or could route them to the appropriate person if necessary

AND

When: customers place orders

Who: they

What: could get the products they ordered on time with the appropriate follow up

So that: customer satisfaction could be improved?


Skip for now



Decision Maker: VP of Sales (General Business)

Pain: Unable to forecast accurately


Is it because...there is no manageable sales process in place? What is the current process? How do you enforce it / manage to it? What steps does a sale normally go through? What is the length of the average sales cycle? Does it vary widely by sales person? Why do you think that is? Can you track win %?

Is it because…you have no visibility into opportunities? How do you currently get information about accounts sales people are working on? Do they do account reviews with you? Is it verbal? Written? How accurate is it? Do you know where they are in the sales cycle? Is everyone using the same process?

Is it because…sales people forecast based on gut feel? Does forecasting accuracy vary widely by sales rep? Why? Are some more conservative than others? Is everyone using the same process? How often do they/you have to do forecasts?

When: implementing a sales process

Who: you

What: could set up a series of stages that a sales opportunity could go through and the associated activities and probability of close for each stage and could track each sales opportunity the sales person is working on

AND

When: Working on opportunities

Who: your sales people

What: could be prompted with next steps and activities to be completed based on your sales methodology

So that: you could better manage your sales process?

When: on an ongoing basis

Who: you

What: could view, at an opportunity level, all account information, including key players, account activity, follow up and sales stage from lead to closure

So that: you could have better visibility into each opportunity?

When: forecasting

Who: you

What: could generate forecasts automatically based on the sales stage each opportunity and the probability of close

So that: forecasts are not left up to a sales person’s opinion?


Skip for now




Pain: Missing sales targets


Is it because...

follow up on leads is ineffective? How long does it take to route the leads today? # Number of sales people? # Average time between the time the rep receives the lead to the time he/she follows-up? # Do leads ever get lost? # Do you even know? Are sales people prompted to follow up?

Is it because…there is no manageable sales process in place? What is the current process? How do you enforce it / manage to it? What steps does a sale normally go through? What is the length of the average sales cycle? Does it vary widely by sales person? Why do you think that is? Can you track win %?

When: During and after a marketing campaign

Who: you

What: could have all generated leads automatically routed to the designated sales rep, based on territory or industry, etc. and have them be alerted upon receipt of a new lead

So that: lead follow up could be improved?

When: implementing a sales process

Who: you

What: could set up a series of stages that a sales opportunity can go through and the associated activities and sales probability of close for each stage and could track each sales opportunity the sales person is working on

AND

When: Working on opportunities


What: could be prompted with next steps and activities to be completed based on your sales methodology

So that: you could better manage your sales process and have better visibility into opportunities?






Is it because...

sales people are not productive? Are they spending a lot of time on non-revenue generating activities? How much? #, % What type of activity? Do sales people manually track accounts and follow up? How effective is that? Do they use multiple applications and tools to track and follow up on contacts and run reports? Do they manually create forecasts? How often? How much time does it take? #

Is it because…

ineffective marketing campaigns? What is the average success rate? % Do you even know? Can marketing target campaigns? Do they have customer demographic information?



What: could manage all account information and activity such as tasks, email, phone conversations, meetings, appointment through one simple application and user interface

AND could have templates for follow up letters and correspondences

AND could have access to over 125 standard reports

AND could have their forecasts generated based on predefined stages and probability of close

So that: your sales people could be more productive?

When: When planning a campaign

Who: marketing

What: could have access to customer demographic information including prior purchases, time, geography, etc. and the results of previous campaigns

So that: campaigns could be targeted, based on current market and customer demographics and prior successes?






Is it because...

difficulty cross selling or up selling? Is it because they are not prompted to follow up with a customer after they buy? Do they track customers’ satisfaction with previously purchased products? Do they have access to customer information, such as buying trends, etc.?

Is it because…

products, competition, and pricing are complex? How many products do you sell? # How do sales people get product information currently? How is it kept current? How many competitors do you have? # How can sales people access that information now? How up to date is it? What is your pricing model? Do you offer quantity discounts? Do you offer bundled discounts? How long does it take a sales person to put together a quote? # How often are they incorrect? # Do you have to honor quotes that are incorrect and below list price? How much has that cost you? $



What: could set up a reminder to be prompted to follow up with customers at certain intervals after they buy

AND could have access to customer demographic information, including previous purchases and buying trends

So that: they could improve cross selling and up selling to existing customers?

When: as needed

Who: sales people

What: could access an online catalog of the products including brochures, literature, white papers, specs, manuals and pricing, and access a shared library of competitive information and automatically create a quote based on the pricing in the catalog

So that: they could be more knowledgeable about your products and competitor’s products and could quickly provide customers with accurate quotes?






Is it because...declining customer satisfaction? What is your current customer satisfaction rating? % What is your customer attrition rate? % Are customers unhappy because they have to repeat themselves? Because it takes a long time to get issues resolved?

Are they frustrated because they don’t get the right products deliver on time? Because there is no follow up by the company after they buy?

When: customers call with a question or problem

Who: Your CSR or anyone they contact

What: could have access to up to date information about the customer, including previous case/service/support issues, research whether the issue had been previously resolved, and/or could route them to the appropriate person if necessary

AND

When: customers place order

Who: they

What: could get the products they ordered on time with the appropriate follow up

So that: customer satisfaction could be improved?


Skip for now


VP of Sales

Dear ________,

Thank you for your interest in Microsoft’s CRM. The purpose of this letter is to summarize my understanding of our meeting and our action plan. Based on our discussion, you and I discovered that the primary critical issue that you are trying to resolve is your difficulty meeting your sales targets.

You and I also explored the following reasons for not meeting your sales targets:No sales process in placeComplexity of productsSlow lead routing and follow-up

You indicated that if you had the following capabilities you could reach your sales targets:When working on opportunities, your salespeople could be prompted with next steps and tasks to be completed, based on a predefined selling methodology.While working on opportunities your salespeople could have access to details about all of the products including brochures, specs and user manuals. You could have leads automatically routed to the designated salesperson, based on predefined territory or industry parameters

When we ended the conversation, you stated that you wanted to take a serious look at Microsoft and said if we succeed in proving that we can help you gain these capabilities, you will introduce me to ______________ (power sponsor). You mentioned __________ is not happy with ___________________________________.

I have arranged __________________________, to give you a demonstration on ______________ of the specific capabilities we discussed. ____________will also be able to describe how she has helped other _____________ VPs of Sales obtain positive business results using Microsoft CRM. I am confident you will like what you see and introduce Microsoft to the rest of your organization. I’ll call you Monday to discuss this further.

Sincerely,

_____________________________

Potential Sponsor Letter : Microsoft CRM


Dear ________,

Thank you for meeting with ______________ and me earlier today. I believe the time was well spent for both Microsoft and ___________. You confirmed your primary critical issue is not meeting the company profitability targets.

We also discussed the following:

Reasons for not meeting profitability targetsThe reasons we discussed are:

Difficulty forecastingMissing sales targetsAn increase in the overall operational costs

Capabilities you said you neededYou said if you had the following capabilities, you could meet your profitability targets:

Sales managers could generate a forecast based on predefined sales stages and probability of closeSales people could have a process that would automatically route them leads, prompt them with next stepsand activities and tools to better manage accounts, automate tasks, and better customer information for upselling to improve salessalespeople could leverage a sales process, so that they are using company resources only with qualified

andqualified opportunities, reducing the cost of sales.

Our next stepsWhen I told you I was confident Microsoft can help you meet your profit targets through the use of our capabilities, you agreed

to take a serious look at our ability to do so. Based on my knowledge to date, I am suggesting an evaluation plan for your further exploration of Microsoft CRM. Look it over with _____________, and I will call you _______________ to get your thoughts.

Sincerely,

Cc: ________________________

Power Sponsor Letter: Microsoft CRM


Event Responsibility Date Go/No Go

Interview with VP of Sales Go

Interview with VP Marketing Go

Interview VP of Customer Service Go

Interview VP of IT Go

Interview CFO Go

Summarize findings to top management Go

Prove capabilities to management team *

Perform detailed survey of current system environment

Send Microsoft agreement to legal department

Implementation plan approval by IT department *

Develop detailed proof of capabilities

Present preliminary solution and cost estimate *

Present refined value proposition *

Agree on success criteria

Gain legal approval (terms and conditions) *

Review proposal (rough draft) *

Present proposal for approval *

Implementation kickoff

Measure success criteria Ongoing

Proposed Evaluation Plan: Microsoft CRM

Example

As you notice, we will stop and mutually decide to proceed ___ times (at each*) in this proposed evaluation plan.


Success Criteria Base Line Qtr.1 Qtr.2 Qtr.3 Qtr.4

Average time to resolve customer issue (1,3,4)

Lead follow-up time (3,4)

Average length sales cycle (3)

Average cost per sale (3,5)

Average lead / marketing program (4)

Forecasting accuracy (3,5)

IT time to support CRM (2)

IT time to generate reports (2)

Short term action required

1 Customer Service Manager 4 VP of Marketing

2 IT Director 5 CFO

3 VP of Sales

Success Criteria Example: Microsoft CRM

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