Citizant Case Study: Increasing Pipeline With CRM and Market Intelligence
February 23, 2012
Bruce Milligan Vice President, Marketing Citizant
Agenda
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Introduction Michael Hackmer, Senior Community Manager, GovWin, Deltek Chris Gildea, Sr. Director, Sales, Deltek
Building Pipeline Quality and Volume with GovWin Bruce Milligan, Vice President, Marketing, Citizant
Q&A
Bruce Milligan Vice President, Marketing, Citizant
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As Vice President of Marketing, Bruce Milligan is responsible for developing and leading the marketing, communications, and sales support operations of Citizant in support of the company’s plan for strategic growth. Milligan also oversees the company’s internal IT group, as well as the facilities and real estate functions.
He joined the company in February 2007, at which point he assumed responsibility for the company’s branding program and began leading the company’s marketing and communications agencies. Milligan reports to CEO Raymond Roberts. With 20 years of marketing and communications experience in the technology industry, he previously served as senior director of communications for AOL’s corporate services groups, including HR, Legal and Finance. Milligan also oversaw internal communications programs for the AOL’s brand strategy and compliance programs.
He first joined AOL after serving as director of corporate communications for Redgate Communications, the pioneering interactive marketing company owned by Ted Leonsis, which was acquired by AOL in 1994. Milligan also represented marketing as a senior officer for two Internet startup companies in Research Triangle Park, N.C., and has consulted on interactive marketing and communications solutions with dozens of business-to-business technology companies of all sizes.
Milligan is a strategic advisor to several start-up companies, including NewVision Health in Virginia and FullSteam Brewery in North Carolina, and has advised several non-profit organizations on growth strategy, management, marketing, and communications. He has a bachelor's degree in Communication from the University of Alabama.
Building Pipeline Quality and Volume with GovWin Bruce Milligan Vice President, Marketing Citizant
Keys to Growth at Citizant
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Increase speed and quality in Sales, Staffing, and Service In BD, pipeline management is critical: Identifying opportunities Managing & sharing data in CRM to increase opportunity quality Tracking process & critical success factors to increase P-Win Collaborating during Capture to facilitate Proposal development
Citizant has coalesced around the GovWin toolset for end-to-end BD lifecycle as the most effective way of pursuing these goals
Snapshot of Citizant
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Full life cycle IT services for the federal government Focused on Justice Dept., DHS, Treasury Founded in 1999 2011 Revenue: $29 million (+33%) 5-yr growth rate: 116% 93% of revenue as prime contractor Graduated from 8(a) in 2009; hope to lose small business status
this year!
Current and future challenges
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Customer intimacy – gathering and sharing knowledge Effective capture management Strong PDC for strong, rapid response to task orders Integration between pipeline and long-range revenue forecasting Full life cycle opportunity-to-contract management Customer & vendor management vís a vís contracts
A View of the BD Process
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Point Solutions Hindered Sharing
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Opportunity Data (no customer data)
Corporate Finance AR & AP Operations Reports
Proposals
Presentations Forecasts
File Storage Past Performance Resumes
Contract Data
Opportunity, Market & Agency Insights
Reset: Mapping BD Workstreams
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Contact Management
Opportunity Tracking
Capture Management
Account Management
Partner Management
Proposal Development
Task Order Response
Past Perf. Management
Resume Management
Document Management
Program Management
IDIQ/GWAC PMO
Collaboration/Automation
Financial & CMO Systems
Citizant’s New Quest
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End-to-end BD life cycle management system Key capabilities: Broad, flexible open data structure Process automation capabilities Integration with MS Office, SharePoint, Outlook Integration with INPUT (now GovWin IQ) Integration with Costpoint Sales forecasting
Purpose built for government contractors
Evaluating BD Platform Options
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Platform Acco
unts
Con
tact
s
Part
ners
Opp
ortu
nitie
s
Cap
ture
Wor
kspa
ces
Prop
osal
s
Task
Ord
ers
Past
Per
form
ance
Res
umes
Rep
ortin
g
Das
hboa
rds
Con
trac
t Dat
a
Offi
ce In
tegr
atio
n
Proc
ess
Auto
mat
ion
INPU
T In
tegr
atio
n
Privia
GovWin CRM*
Salesforce
MS CRM
SharePoint
Feature
= No Solution | = Partial Solution | = Full Solution
Getting Management Buy-In
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Justification was made easy by the licensing costs alone – replacing: Salesforce.com licenses and required customizations Privia annual maintenance Contract Analyst upgrades and maintenance
Equally important – functionality met our business needs End-to-end lifecycle management
The rest is gravy: Fewer licenses to track/renew, systems to host, and relationships to manage Increased productivity with fewer systems to use Better experience for new employees in BD/Capture Less out-of-sync data in multiple systems Confidence in a partner that is completely focused on our industry
GovWin CRM – Purpose-Built
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Easy Integration with GovWin IQ
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Easy Integration with GovWin IQ
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More Capabilities, Fewer Systems
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Contact Management
Opportunity Tracking
Capture Management
Account Management
Partner Management
Proposal Development
Task Order Response
Past Perf. Management
Resume Management
Document Management
Program Management
IDIQ/GWAC PMO
Collaboration/Automation
Financial & CMO Systems
GovWin CRM SharePoint
GovWin CRM
Contract Management
Operational Benefits
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More information sharing, accessibility 100% of opportunities in GovWin CRM Authoritative data source for pipeline contribution to LRP All licensed users have access to all data
Fewer systems to manage and integrate Replaced Salesforce.com with GovWin CRM Sunset Privia, Contract Analyst Fewer license pools & renewals to manage
Effective for BD & Operations staff Fewest possible systems for managing data Clarity for new employees from purpose-built systems/templates Less time managing data in duplicative systems – more focus on customers!
Measurable Impact
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Pipeline has grown from $250 million to $960 million in 12 months Total pipeline management vs. discrete opportunities Integration between CRM and LRP increases strategic impact
Pipeline quality has grown “immeasurably” More complete and accurate opportunity data Customizable fields for relevant categorization Easy reporting creates visibility and accountability
Time spent in CRM has grown from “when I can” to >1 hour daily Intuitive design encourages regular use CRM-to-Outlook integration allows easy updates to core data
100% of pipeline review meetings now managed within CRM instead of Excel spreadsheets
•White Paper: When Should Government
Contractors Invest in a Business Capture
Solution?
•Demo: GovWin CRM Case Study: NCI Information Systems, Inc
Learn More
Resources
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Call 888-994-6788, email [email protected] or visit
govwin.com/crm to learn more about how GovWin CRM can help you
increase win rates and grow pipeline.
Questions?
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