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Marketing Project
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Sales Force Automation
Sales force automation(SFA) is a technique of usingsoftware to automate the business tasks of sales.
SFA perform diverse task like
Order processing Contact management
Information sharing
Order tracking
Customer management
Sales forecast and analysis
Inventory monitoring and control.
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Purpose of SFA
Increase Revenue: Improve day to day operationand give competitive advantages.
Reduce cost: Reduce the amount of time salesforce spends on administrative and other non-sales related task , hence reduce the cost of sales.
Increases availability of customer information:SFA allows different departments and individualin a organization to access specific informationabout their customer.
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Cont.
Sales forecasting: AS SFA are equip with moresophisticated tools, it help to do salesforecasting. SFA help managers to successfullypredict sales and make intelligent business
decisions. Improve tracking by management: SFA allows
managers to better monitor the activities of thesales force by reporting on the activities of the
sales force. SFA also allows managers to comparethe sales force progress with all other territoriesor teams.
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Case study: Hewlet Packard(Dyche , 2002)
Hewlett Packard (HP) is one of the world largest and
most successful information technology organizations thatoperates in nearly every country. HP markets its products to
households, small to medium size businesses and enterprises,
both directly, via online distribution, and indirectly through
consumer-electronics and office-supply retailers, software
partners and major technology vendors. HP was always
thought of as an innovative organization focused on
delivering an industry-leading customer experience. For this
reason, in the nineties HPs. CRM program director Mike
Overly was in charge of rolling out a worldwide CRM programthat included a complex SFA system. The following sections
will discuss what HP did, their main challenges in
implementation, and the results and learning from the
experience
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What HP did
Mike Overly and his CRM team knew that in order to deploy aglobal CRM solution they would need to influence the entire
organization. HP chose an FSA system from their business
partner, Oracle. With the introduction of the new system HP
had to phase out numerous data, business processes and
technology systems. HP goal was to provide the companys
global sales force with an automated and standard way to
perform contact management and account planning.
Everyone had their own rules and guidelines about managing
their customer activities, Overly said. But what makes acustomer happy is pretty universal (Dyche, 2002, p. 99). With
customer activity data in an Oracle customer database.
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HP could provide a remote salesperson with
the ability to track a customers activities
across organizations. For instance, the SFA
system allowed a salesperson to find out
which of his/her customers contacted a
company help desk, or could check up on how
particular customers were doing in terms of arecent marketing campaign.
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The Challenges
Implementing a worldwide SFA system obviously resultsin many challenges and HP was no exception. Overlyexplained that the most challenging aspect of the SFAimplementation was creating a uniform system for thediverse sales force. Overly and his team found that no
matter where in the world they went, the salesrepresentatives shared a common goal of being assuccessful and productive as possible; however, every salesperson had a preferred way of getting the job done. Duringthe SFA system implementation Overly and his team had to
overcome habits and assumptions that were often not onlyorganizationally ingrained but also culturally embedded.However, Overly was committed to creating an HPsolution, and he worked with Oracle to design a
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Cont..
system that allowed the sales force to customize their interfaces toinclude client information and contact activities as well as data from
external news sources and the global financial markets. HP also developed
a training program in order to help the sales force apply the technology to
their specific job.
Results and Learning
Overly measured the overall success of the system based on three
primary measures increased revenue, decreased costs and industry-
leading total customer experience. The overall results from the SFA
implementation were positive and Overly was confident that the systemwould continue to pay off in the future. Overly was reluctant about
estimating the revenue generated by the SFA system, however his
optimism made it clear HP expects additional revenue to be generated by
the improvements resulting from the system.
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Cont
Based on his experience with HP, Overly advisedother organizations that might be deploying CRM tobe mindful of three success metrics. First, organizationsshould obtain sustained executive presence, meaning
that executive leadership must be engaged throughoutthe CRM lifecycle. Second, organizations should alwayskeep one eye on the problems of today, and the otheron tomorrows problem. Third, organizations need toensure change leadership, with emphasis on the world
leader. Finally, Overly stressed that Every day there anew challenge you need someone who has a goodunderstanding of the problem and the authority to fixit.
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Campus Overview
907/A Uvarshad,
Gandhinagar
Highway, Ahmedabad
382422.
Ahmedabad Kolkata
Infinity Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata 700091.
Mumbai
Goldline Business Centre
Linkway Estate,
Next to Chincholi Fire
Brigade, Malad (West),
Mumbai 400 064.
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Thank You